Light Luxury, Eye-Catching Consumption Tends To Be Rational.

The world's largest

Group MOET & CHANDON Hennessy LVMH Louis's sales in China increased by 3% in the two quarter, which is half the expected value.

(Gucci) sales in the two quarter of 2014 continued to drop by 5.7% after falling 3.7% in the first quarter, while operating profit in the first half of the year dropped by 5.1%. Kai Yun group said that the decline in China's consumption demand was one of the main reasons that affected the group's overall revenue. Tods (Tod 's) lost 7.6% of its sales in the first half of the Greater China region.

Compared with traditional luxury brands, it is light luxury.

The performance and situation seem to be more optimistic: Coach sales in the fourth quarter of the 2014 fiscal year maintained 20% of Gao Zengfu's sales and double sales in the same store; the chief executive of the French handbag manufacturer, Longchamp, announced that it will expand its business in China this year; and then, after Tory Burch settled in the world's largest flagship store in Shanghai in July this year, it announced plans to open more boutiques in China.

The unsatisfactory performance of traditional luxury brands has increased some people's worries about China's luxury goods market, and even some claim that China's luxury market has been ignored.

However, the strong luxury brand should attract more attention.

"China's luxury consumption is returning to reason," said Zhang Ping, a spokeswoman for China's RICS.

The audience of luxury goods is more mature and stable, and the development of the whole market is steadily rising.

The main reason for the low performance of the traditional luxury goods market is the difficulty in going abroad and the increase in the number of people going abroad. Most of the price of luxury goods is quite different at home and abroad. Some consumers choose to buy from abroad, which affects the sales of luxury goods in China.

According to the "China luxury report" released by the Quality Research Institute of China Luxury Market Research Institute, the total consumption of overseas luxury goods by Chinese consumers in 2011 was 50 billion US dollars, and by 2013, this amount has reached US $74 billion.

Secondly, in recent years, some luxury brands have expanded rapidly, and their layout has been far removed from the consumption rules of luxury "top niche brands", weakening the role of luxury as a symbol of consumer status.

In addition, China's strict control of anti luxury, luxury growth has also been affected.

Luxury goods are still growing fastest in the Asian market, especially in the Chinese market.

Burberry, the largest luxury goods manufacturer in the UK, posted a 9% year-on-year increase in retail sales in July, exceeding market expectations and strong performance in China. In the first half of 2014, Prada (Prada) reported that the revenue of group retail channel was stronger than that of Korea, Hongkong and new market. The Chinese market showed strong performance and the 12% quarter grew by 12% in the same quarter.

Bentley, the top luxury brand, increased by 61% in the first half of 2014 in the Chinese market. The chairman and chief executive of Bentley motor board expects that the Chinese market will maintain a two digit growth in the second half of the year, and the annual sales volume will surpass that of the United States, making it the largest market in the world.

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