How Can Japanese Shopping Centers Take Advantage Of Luxury Goods?

The Japanese have a group mentality. The behavior of such group psychology in the market is the invisible force that drives huge consumption. There may not be any group of people in the world like the Japanese nation.

Japanese luxury goods should be traced back to the postwar Prime Minister Yoshida Shige, who is known by the Japanese as a "first-class goods" gentleman, the so-called "first-class goods" is the best quality brand.

Yukio Mishima, a famous writer, came from a humble family, so he entered the upper class after marrying the daughter of a famous Japanese painter. The buttons of his shirt sleeves were bought from Greek antique stores, and of course, the Japanese royal family's hobby of luxury, which affected the post war Japan in varying degrees.

Why did the economic upheaval in 1980s not affect overseas top luxury brands in Japan? The Japanese media believe that the main reason for this situation is the merger of bank branches and the drop in land prices, which led to the opening of open spaces in the prime locations of Tokyo metropolitan area.

But this is only one aspect, because if there is no consumer, no matter how many flagship stores it opens, it will also be a deficit.

However, on the contrary, in the economic depression, the Japanese with luxury worship psychology are very cautious in buying goods that they consider to be of good quality.

The Western Luxury operators, of course, have a fresh memory of tens of millions of tourists visiting Europe to buy luxury goods every year at the end of the Japanese economy's peak growth and the appreciation of the yen in 1980s.

Luxury brands are deeply rooted in their profound historical culture and noble consciousness.

Every corner of human life, and the formation of deep-rooted national luxury.

No wonder Louis Weedon, President of Baccarat, said: "Louis Weedon is like measles, everyone has to be infected at last." the Japanese are stepping into Louis Vuitton, Gucci, Chanel, Hermes and Burberry luxury stores like magic.

After twenty-first Century, that is, in the late 2008, Japan entered the most serious period of economic recession, and the aura of "the world's largest luxury market" was fading.

Fever gradually cooled.

In 2009, McKinsey Quarterly published a variation of Japanese luxury consumption. It pointed out: "in terms of luxury goods, Japanese consumers can be among the largest consumers in the world.

The luxury market in Japan is valued at 15 billion to 20 billion dollars.

But now, the mass luxury market is under unprecedented pressure, and the attitude and behavior of Japanese luxury consumers are undergoing major and lasting changes.

The most symbolic event in the Japanese luxury market in 2009 was Versace's total withdrawal, closing all its 4 stores in Japan.

At the same time, LV also cancelled plans to open a new flagship store in Ginza.

In fact, sales of high-end goods fell sharply in that year, and the Japanese luxury goods market shrank to $9 billion 940 million, down 16% on the basis of 2008, and the market size was only half that of 1996.

In addition to the impact of the economic crisis, excessive tariffs are also one of the reasons for the shrinking of the luxury market in Japan.

According to reports, a LV package priced at 455 euros (US $587) in Paris is priced at 77700 yen (US $888) in Japan, which is nearly 50%. In Milan, the Prada leather wallet priced at 330 euro (US $428) is priced at 61950 yen (708 US dollars) in Japan, and the price difference is as high as 65%.

Whenever I see China's news media inspiring reports, China's luxury consumption has surpassed Japan and ranks first in the world. At that time, it is difficult to suppress the worries of China. Will China repeat the mistakes of Japan's luxury colonial trap?

In 2013, Japan launched luxury trains to stimulate luxury consumption, which is now 1st anniversary.

The value of ten million yen luxury tour can be used not only in private jet planes but also in luxurious berths, where luxury sleeper competitions are fierce.

The luxury train provides a high standard of service, from chef to waiter, providing passengers with food and beverage service, comparable with Top Class Hotel.

Of course, in addition to buying lottery tickets, the train also provides luxury goods and local gourmet sales, in order to attract more tourists and stimulate economic consumption.

The luxury train has invested about 3 billion yen, about 27 million 700 thousand US dollars, equivalent to the Shinkansen bullet train, with the aim of increasing annual sales.

Attracting more tourists to Japan island is expected to increase foreign tourists.

However, the luxury train in Japan also has a high cost. The price of Double Suite continues to rise. The minimum fare for short distance travel is increased from 120 thousand yen to 420 thousand yen.

Many Japanese railway operators follow suit and plan to launch luxury train Suites in 2017, which is designed by the world famous designer, Olshan clear juice, and spread all over Japan's main islands this week.

The designer has made design for general motors, Porsche and other companies.

Japan wants to use luxury trains to stimulate luxury consumption, mostly due to the aging trend of Japan, and the growth rate of birth rate is slowing down. Japanese consumers may worry that wage growth can not offset the price rise caused by the excise tax increase, the recent acceleration of depreciation of the yen exchange rate, and the reduction in confidence of Japanese consumers in September.