Luxury Brands Can'T Afford To Hurt: China'S Consumption Concept And Main Force Are Changing.

Last week's 2015 spring and summer fashion week in Milan was attended by distinguished guests from China, but no clothes or bags were stolen.

There is no coincidence. In September 22nd, the British Guardian quoted the Scottish whisky Association (SWA) report that sales of mixed and malt whisky fell from 2 billion pounds in the first half of last year to 1 billion 770 million pounds in the same period this year, the worst half year performance in 15 years. Whisky is regarded as a symbol of wealth and status of the new rich in China, but sales in the first half of this year fell from 25 million to 15 million, down 35%. To make matters worse, some of the whisky in the Chinese market came from Singapore's entrepot trade, but in the first half of this year, the import of whisky in Singapore also dropped by 46%.

The Scotch Whisky Association believes that China's anti-corruption actions, the appreciation of the pound and the economic slowdown in Asia and the Americas have led to a decline in performance.

On the Milan flyover, there was a real anxiety on the clothes and shadows. Once known as "buying 1/3 of the world's luxury goods and fashion apparel," Chinese consumers now call western consumer brands "not hurt."

Flaunting consumption has been suppressed, and young consumers have been labeled as the "mother class" brand. Recently, Gucci (Gucci) and Louis Weedon (Louis Vuitton) have also declined significantly.

Including Louis Hin (LVMH) and Gucci's brand owner Kai Yun group, and even the "devil's head" are highly praised by Prada (Prada). Luxury goods The giant's disappointing results were even unanimously attributed to the weakness of China's luxury market: the growth rate of the Chinese market has slipped to 2% after a 30% increase in 2011.

"China (market) is everyone's dream, but it is harder to win it than to imagine." HSBC analyst Ivan Langborg said. He is also the author of the new book "luxury Dynasty: why China's luxury war is just beginning".

The consumption concept and main force of Chinese consumers are changing. Berg stressed that quality is more important than brand and design. "They are not only younger, but also have higher requirements. They also know fashion very well."

Even if more and more Chinese travel abroad, they will be more smart and choose different shopping places. 2012, China Tourist In Europe, the number of tax rebates increased by 57%; last year, tax rebates from Chinese tourists increased by 18%.

China Consumer There are also beneficiaries such as Burberry. Randberg believes that "in a pile of French and Italy brands, it is the only British made global brand, emitting rock and roll unruly British children."