Luxury Chinese Craze Looks For Cabbage Prices.

Two weeks ago, the fashion fans were nicknamed "Xiaoxiang". Luxury brand Chanel announced that it will reduce the conventional package price by 20% in China from 8 this month. Previously, in Harbour City, Hongkong, because of twenty percent off, there were more than 80 people queuing for bags on weekdays.

According to incomplete statistics from overseas, in 2014 alone, Chinese customers, the world's first purchasing power group of luxury goods, bought 400 billion yuan of luxuries, nearly 70% of which were consumed overseas. More than 30 years ago, this wave of luxury madness swept the world from Asia. It came from Japan.

Why does a leather bag with a price of 38200 yuan drop to 30000 yuan? Why can it trigger a rush to buy? Why can the "high * cold" luxury goods store appear as noisy as the supermarket queuing for a special price? Why is China's "tyrant" crazy about buying luxury goods?

The reporter interviewed some overseas luxury store clerks and talked about the Chinese luxury craze in their eyes.

This is one of the world's top luxury stores in the most famous Shopping Boulevard in the United States. Beckham And so on. However, whenever a Chinese customer comes, the salesperson's heart will be tight.

Chinese purchase

In groups enjoying the price.

Because Chinese consumers bring wealth, they often create trouble or even a bit of confusion for the top luxury shop.

In the eyes of Anna, the salesperson of luxury stores, the most common way for Chinese customers is a group of self-help tourists or a tourist group, who are also pouring in at a much larger number than the salesperson in the shop.

Apart from a few people, Chinese customers mostly do not speak English, but rely on Chinese staff in the store to act as interpreter. They like to ask different salesmen to ask the price and discount of the same commodity, ranging from tens of thousands of yuan to tens of thousands of yuan or even hundreds of thousands of yuan. Asking price and comparing price are the most enjoyable pleasures of Chinese customers.

A few months ago, a common scene appeared in this store every day: Chinese customers use WeChat's voice function to compare with relatives and friends waiting on the other side of the ocean and in the middle of the night to see where Hongkong, Europe and the United States are the cheapest.

Anna, who sells and pays tens of thousands of dollars a month in this luxury store, said: "Chinese tourists can be said to be the best and worst customers in the world. Some of them can be very pleasant and sweet to get along with, but some customers are noisy, dirty and impolite.

Frugal luxury

Buying luxury goods looks for "cabbage prices"

Anna said that prices are the most sensitive and caring Chinese customers, and that Anna, who has been selling luxury goods for many years, is most puzzled.

Anna said that a few years ago, Chinese customers always bought a lot of goods at this store because the dollar was low, even if compared with the prices in Hongkong and Europe, the US was the cheapest.

Now, the US dollar is rising gradually, and many Chinese customers are beginning to dislike the US. Commodity tax See the price after tax leave.

"They are just giving us a hard time. Anna, a luxury store salesperson, said that the least understood and embarrassing thing is that since Chinese customers want to buy luxury goods, why should we mention a discount that this luxury store or even many luxury companies will not give?

For these feelings, another senior luxury brand counter manager Luo Li (a pseudonym) has a deep understanding. Her counter is also one of the top luxury cosmetic brands of Chinese customers.

Luo Li said that what Chinese customers love most is discounts and gifts. At Raleigh's counter, a female customer once heard of discounts, and bought a skin care product that was worth more than 30 thousand yuan at a time, which did not include her gift to return home.

"Some customers say that they feel a lot of money when they buy it." But Lori said, there are many top cosmetic brands abroad, but Chinese customers still like to buy familiar brands and first-line goods, because these brands are highly identifier.

The change of "local tyrants"

From huge amounts of cash to credit cards

Luo Li has been working abroad for many years in luxury cosmetics. She said that some Chinese customers would carry a lot of huge amounts of cash before shopping, which would often lead to doubts about the security of their stores, and doubt that these Chinese customers were washing money or using counterfeit money. "Because some huge bills are rare in foreign life. Foreign customers are generally used to write accounts with credit cards.

More and more Chinese customers are using credit cards or debit cards overseas, but many people still don't know the limit of credit cards after going abroad. They often make long distance calls in luxury stores to raise their quota.

According to Luo Li, even in some other top foreign department stores, there will be some Chinese shopping guide teams. These people do not belong to department stores, but they are responsible for helping department stores find potential Chinese local tyrants, and rely on Chinese customers to shop in stores. They often come from the two or three tier cities in the country, do not have professional luxury goods or identification ability, but are proficient in pyramid schemes, dealing with people and so on. They often arrange free luxury cars, special shopping basket and unique VIP fitting room for Chinese consumers. Often a Chinese customer takes a stroll around the shopping guide in the shopping guide team, and the total consumption amounts to more than tens of thousands of dollars. Many such shopping guide teams rely on "wayward" Chinese tyrants to live in luxury cars and live in luxury houses abroad.

Objective evaluation

It's the biggest headache for non Chinese customers.

However, compared with consumers in other countries, in the eyes of Lori, Chinese customers are not the worst.

Luo Li said, compared with the European and American local customers, Chinese customers may lack some courtesy and self taste. At Christmas, many local customers, some older men, will get used to buying their wife an expensive perfume. And many Chinese customers usually like a series of products, because this product has a clear logo, go back and give it away.

Now, most of them are the customers of Eastern Europe and India. Customers in Eastern Europe and India not only have Chinese style appeals for gifts and discounts, but also have a rare ability to communicate in English and familiar with Western life rules.

Luo Li said, often a bottle of expensive perfume or skin care products, many India customers in the use of more than half of the bottle, directly back to the counter in the name of dislikes directly return, in exchange for cash. This is allowed in this famous department store which is based on customers.

Luo Li said, do not know whether Chinese customers know this rule, or English ability is not good enough. I hope this bad habit will not infect Chinese consumers.

Those years

Japan's "Japanese craze"

In fact, the craze for Chinese consumers to buy luxury goods overseas has also happened to Japanese consumers.

Since the 60s of last century, the Japanese economy has expanded rapidly, and Japanese tourists have appeared around the world just like Chinese tourists. Because of economic prosperity and strong purchasing power, the Japanese rush to buy luxury products in the world. Any leather bag, fashion, scarves, jewelry and perfume with luxury brand logo is being sought after. Even in the 80s of last century, according to local media reports, it was fashionable for high school girls to go shopping in LV bags.

Just like today's luxury luxury goods counters in Europe and the United States favor Chinese employees, 30 years ago, Japanese and Japanese employees were also popular in high-end department stores in Europe and America.

Dana Thomas, a fashion editor who worked in New York and Paris, describes Japan's luxury craze in the famous fashion book "why luxury goods are eclipsed".

In Hawaii and Guam, name street and duty free shop were initially established as shopping discount stores for Japanese female tourists. A large number of Japanese girls will save money to buy a brand name bag to help social interaction girls. Many Japanese, including a certain number of men, are obsessed with luxury goods. They believe that the Jinyi dress has super human power. A young Japanese man would rather live in a narrow space like a dove cage, with a low income and all the money to buy. Hermes Shirts, neckties and leather goods, and these luxuries are not bought at all, but only in the bought boxes.

At that time, a global survey of luxury goods by Goldman Sachs showed that in 1995, Japanese consumer groups handled 68% of the world's luxury market share, while the average per capita consumption of luxury goods was 1996 dollars.

For the reason why the Japanese are crazy about luxury goods, the reason why Dana Thomas is popular in Japan is the fact that twenty or thirty year old single women are parasitic in their parents' homes, so they have a lot of free money. A fashion blogger gives a reason for a lack of national self-confidence to be enthusiastic about luxury goods.

However, after the bubble crisis, the enthusiasm that swept the world gradually subsided. According to statistics from a Japanese research firm, the market size of luxury brands in Japan was 1 trillion and 900 billion yen a year in 1996, but by 2011, the luxury goods market was only 770 billion yen. Among them, the famous brand Versace quit the Japanese market.

In today's most famous Fifth Avenue in the US, Chinese tourists still like to wear the clothes, ornaments, MiuMiu, LV, Bubbery clothes that are clearly marked, or take these luxury brand shopping bags.