Luxury Brands Cool Down

Here world

Xiaobian of the network to introduce the "cooling" 20 luxury brands, the number of shops plummeted by 30%.

The third China brand chain development conference was held in 29 and 30 in October. It is the highlight of the third China brand development conference. In October 29th, the brand research report launched the first 13 brand reports with the latest and fastest gold content. It highlights the purpose of the conference that "no first report is not issued, no specimen is meaningful."

The craze for luxury goods in China has cooled.

In October 29th, the third China brand development conference organized by the Shenzhen China Investment Consulting Co., Ltd. released the "China luxury industry analysis and prospect forecast report", which showed that the number of new stores in the Chinese market dropped by about 1/3 among the 20 global luxury brands.

Compared with the overall performance of luxury goods market, luxury online shopping is being favored by consumers. Nearly 60% of consumers purchase some luxuries through purchasing channels.

Overseas purchasing volume increased by 100% annually.

According to China Luxury Association statistics, in 2013, China's domestic luxury goods consumption was 19458 billion yuan, an increase of 6.1%.

Today, simple store expansion is not enough to drive overall growth.

The report shows that the number of new stores in the Chinese market has decreased from about 150 in 2012 to around 100 in 2013, while the 20 global luxury brands involved in the survey.

As sales of most luxury brand stores have declined, they will focus on renovation, relocation and operation improvement of stores.

The marketing and marketing channels of luxury goods are changing rapidly.

The survey found that Chinese consumers are very smart, and 73% of consumers get information about luxury goods through the Internet before shopping.

In addition, nearly 60% of consumers bought some luxuries through overseas contacts, Taobao or other websites.

According to the survey, in recent years, the overseas purchasing market has been increasing at an annual rate of 100%. In 2012, the volume of overseas luxury purchases exceeded 20 billion yuan.

Online shopping and luxury goods as the core business also began to form a certain scale, including the temple library, Fifth Avenue, and so on.

At present, consumer online shopping luxury products mainly form three characteristics: domestic luxury online shopping is mainly concentrated in the international top luxury brand; luxury goods mainly focus on small items, such as

Bags, jewellery diamonds, wrist watch accessories, etc., for small and medium-sized cities where trade and trade development is relatively low and it is not convenient to open stores, Internet channels can meet the needs of consumers and become the main force of online shopping luxury.

Over 60% of respondents shopping abroad

According to the survey, a survey of senior executives found that the major luxury goods consumption of respondents occurred overseas.

Respondents purchased the most luxury items in mainland China's cities 34.9%, Hong Kong, Macao and Taiwan 34.3%, 30.8% overseas, and the latter two (i.e. overseas shopping) accounted for 65.1%.

The main reasons for attracting respondents to buy outside the mainland are more favorable prices, wider product range and more choices, as well as faster new products.

At present, the tax rate of luxury goods in China is about 20% to 70%. The huge price difference is the main driving force for Chinese consumers to sweep the world.

According to the survey, the tradition of Chinese gift giving and the popularity of buying gifts are also one of the incentives for overseas consumption.

In the survey, the proportion of self choosing, gift giving to family members and commercial gifts were 63.2%, 26.7% and 8.2% respectively.

At present, the trend of polarization of luxury product lines to the top and the entry is taking shape. In handbags, for example, the price of 25% is less than 5000 yuan, while the price of 33% is higher than 20000 yuan.

Sales will reach 21209 billion yuan this year.

"It is estimated that the sales of China's luxury goods industry will reach 21209 billion yuan in 2014, and it will reach 36059 billion yuan in 2018. In the next 5 years, the average annual growth rate of China's luxury goods market will reach 13.65%."

Experts from CIC Consultants Ltd.

Expert analysis shows that the characteristics of luxury consumption in China show a great difference from that of developed countries. These differences are the driving force for the development of China's luxury goods industry.

First of all, for Chinese people, most of the luxury consumption is concentrated on personal items such as clothing, perfume, watches and so on. In Europe and America, housing, cars and family travel are the luxury that we all aspire to.

For other kinds of luxury goods, China is still in its infancy.

Secondly, China's luxury consumption presents a feature of "not rich and extravagant". The average level of luxury consumption in the world is bought around 4% of its income. In China, it is common to achieve "dream" in 40% or more proportion.

The report forecasts the trend of market development.

Light luxury goods (that is, non mainstream products or sub line products of international luxury goods) will become popular. Driven by consumers' demand for price performance, consumers will be increasingly keen on the consumption of light luxury goods, and the new market of China's emerging light luxury goods will become major brands' new plans. The two or three line cities will become a new engine of domestic luxury consumption growth, and their stores will gradually expand to the two or three tier cities in China; domestic luxury brands will rise; local products with Chinese characteristics will become the new favorites; the outlets of the outlets are developing rapidly, and now there are more than more than 400 outlets in all parts of the country.

Another main position of sales.