The Era Of Luxury "Official Elimination" Ends The Essence Of Return

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< p > luxury brands should no longer be so vague as "democratization". The era of being driven by fanatical pursuit has passed, and perhaps now is the time to return to the essence.

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The word "democratization" is used in the luxury industry to appear righteous. It is like spreading the wealth of the "vicious capitalist" to the public, but in fact it is falling into capitalist game of P.

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< p > luxury comes from being a private product of the court and power circles. It is luxurious and exquisite. It is hand-made by thousands of craftsmen in Paris. It may take a team of dozens of people to work for one year.

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< p > however, in the past two centuries, because of the lack of commercial operation capability of the founder and successor of the craft brand, the savvy capitalists took advantage of the situation and put the industrial process in the brand historical legend.

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< p > people can not afford to buy advanced customization, but they can start with the purse, accessories and perfume of the price, and the discount over the season has brought many people's luxury dreams closer.

Crowds of people are in short supply.

Large middle income earners are seen as the main source of profits.

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Less than P, the driving force for the growth of luxury goods has always come from this fanatical pursuit. From the beginning of Europe to the United States, to Japan, and then to China, today, the Chinese have contributed 29% of the world's luxury income, showing an increasing trend every year.

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< p > however, with the changing environment, the demand for price, taste and quality is getting higher and higher. Luxury goods are also facing new challenges.

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The end of the era of "P" with Chinese characteristics "official elimination" has caught the luxury group immersed in the joy of nuggets and emerging markets unprepared.

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The real problem began to emerge when p's false Carnival faded away.

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< p > since 2013, the well-known brands of LV, GUCCI, PRADA and Hermes are facing a sustained decline in performance or a sharp increase in growth.

Statistics from Bain consulting show that the global luxury market in 2013 was 217 billion euros, an increase of 2.2% over the same period last year. The double digit growth era has become the past, and its growth rate for luxury goods in mainland China in 2014 is expected to be 2%~4%. The growth rate is far lower than that of Japan, and even less than that of Hongkong and Southeast Asia.

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The "P" blurred democratization is facing a clearer definition, which is unable to cope with rational and smart consumers.

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< p > into August, many a href= "http://www.91se91.com/news/index_c.asp" > luxury group "/a" released the latest quarterly and financial year data, continuing the trend of overall decline in the previous quarter or last year.

But at the same time, these brands have been raising prices in an attempt to distinguish the products and entry products that truly represent themselves.

After all, just like the turnover of Armani stores, nearly half of the sales come from 5% of the rich - the real rich people are their service groups.

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< p > in stark contrast to the traditional "tall and big" brand, the "light luxury" brand is energized, and MichaelKors has been growing for thirty-first consecutive quarters. Its recent growth rate has been around 50%. Coach is also in the swim in China. The latest financial data show that the total sales in China increased by more than 25% to 545 million dollars over the same period, and double-digit growth in same store sales.

High cost performance is attracting more attention from young consumers.

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< p > the power of data lies in the fact that this is the real expression of profit growth that the capitalists are concerned about.

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< p > although Bernard Arnault, chief executive of luxury goods giant LVMH, has constantly emphasized that light luxury and luxury goods are two words, they should not be confused. Luxury is not a luxury category.

But fashion is always retro, and after two centuries of development, luxury goods should probably return to that small circle -- the 5% big, whole strategy for the top floor will only pull down.

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The era of "P", which has been carried on by fanatical pursuit, has passed. Perhaps now is the time to return to the essence. It is clear and clear -- specializing in high-end or confessed "light extravagance" instead of mixing "pseudo a href=" http://www.91se91.com/news/index_s.asp "luxury" /a ".

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