70% Consumers' Overseas Luxury Goods "Go Logo" Is The Design Trend.

Bain, the world's leading consulting firm, recently released the 2014 China Luxury Market Research Report, pointing out that the mainland China's luxury market for the first time showed negative growth in 2014, down 1% from 2013.

The report points out that this year's luxury brands in China can speed up their own development only by adapting to new market conditions and customer expectations.

In recent days, reporters visited various luxury brand counters in Guangzhou, and learned that in the spring and summer of 2015, the new icons were hidden away from the classic icons that fascinated people. "Going logo" became an overnight trend.

The bain report shows that in 2014, the scale of luxury overseas purchasing market was about 550~750 billion yuan, accounting for 50% of the total sales in mainland China, and 70% of them purchased luxury goods through purchasing channels.

It is reported that the consumption of domestic luxury goods in China declined in 2014, mainly due to the decline of watches, men's clothing and slow growth of luggage and bags. Outbound shopping accounted for 55% of the total consumption of Chinese consumers, and it was also one of the reasons for the decline in domestic consumption.

In addition, overseas consumption accounts for 15%.

The annual report of LVMH, a luxury luxury group in France, also showed a 20% decline in the high-end watch market in China.

Export market for China's Hongkong, exports in November last year fell 13.5%, China fell from the third largest watch market in Switzerland to ninth place.

The third quarter financial briefing released by the French luxury group group Kai Yun group in 2014 also showed that the group profit core brand Gucci, whose sales fell by 1.9% compared to the same period last year, and Prada's turnover in the first 3 quarters of last year dropped by 0.9%.

In addition to declining performance, the big habit of logo in the past has been fading away.

In the spring and summer fashion week in Paris last year, Louis Weedon, creative director of Marc Jacobs, announced: "LV's interlaced letters and square canvas series will not appear on the T stage in the future. Luxury brands such as Gucci and Burberry have also announced reforms on logo.

To this end, reporters visited

It is found that most luxury products, such as leather goods, clothing and accessories, are becoming more and more simple and low profile in the big luxury brand stores in Archaean.

"Now the store's new models are getting lower and lower, logo design is very simple atmosphere."

A luxury salesperson revealed.

Zhou Ting, President of the Institute of wealth and quality, thinks that

"De logo" began in 2012, which is related to the escalation of consumer spending and the gradual maturity of consumer psychology and behavior.

Now the luxury purchase is younger, and the consumption ability of young people such as 80 and 90 is improved. This market potential is huge. Young people pay more attention to innovation in product experience and design, no longer enthusiastic about the past big logo, and the future market will become increasingly prominent.

Huang Huajun, President of the first commercial network, also said that more and more people in China increased their consumption of luxury goods. Secondly, because the consumption of public funds in China's policy was also gradually reduced, and in the current economic environment, wealth declined, and so on, the purchase of luxury goods in China decreased.

So nowadays, many consumers have shifted from their previous love for Logo to low-key, unique and high quality, especially the younger generation is still advocating luxury goods, but also has their own understanding and choice.

However, the understanding of luxury goods should be more pragmatic and rational, and it can spread the culture of the brand, but not too much to show off the rich.