"Light Luxury" Brand Adjusts Brand Structure In Favor Of Shopping Mall In Hunan Province.

On the one hand, luxury goods men are queuing up to take the initiative to reduce prices. On the other hand, the "light luxury" brands that have frequently been caught up in recent years are thrived.

As of March 2015, MCM, MK, Coach, DKNY and so on have all entered Changsha's large and medium and high-end shopping malls. For the citizens of Changsha, the luxury brand seems to have a stronger appeal.

"Walking around a street in May 1 business circle is not a difficult thing to meet a young girl carrying a light luxury brand bag." Miss Luo, who is responsible for the pre market market, said. Over the past 2 years, more and more light luxury brands have been competing for the market in Hunan, and they are more loved by young urban white-collar workers for their more popular prices and fashionable styles.

Reporter in Changsha Several stores with light luxury brands have learned that these brands are not only "shopping malls" but also "pretty" in terms of sales figures. By the end of 2014, Wangfujing The sale of Coach brands at department stores can be described by "spike".

Under the trend of luxury adjustment, shopping malls which are extremely sensitive to the market are also beginning to adjust. business strategy 。 The reporter has learned that the new Hisense project which has always had a distinctive "high-end" image in the whole country and Yun Da group's new projects in Changsha have adjusted the direction of their shopping malls.

The official responsible for investment in Changsha Hisense Plaza, which is expected to open in September, said that the mall is now gradually removing the "high-end" and "top-level" signs, avoiding mentioning the concept of "luxury", and placing the main customers' attention on consumers with a "young" mentality.

In March 28th, at the event of "Earth Hour" at the International Mall of America and America, Zhou Lixia, general manager of the shopping mall, said that the Central Plaza, which is about to open in the middle of the year, will introduce more brands to the wider customer base than that of Yun Da Mei, and will shift from luxury to diversification and enrichment.

For a long time, luxury brands who focus on the global market are good at controlling the whole market with the invisible hand of price. In 2015, just started, luxury brands played the game again, which was the first thing to stimulate sales in the domestic market.

For domestic consumers, Dior or Chanel may not be very important. The important thing is that they are big names. As a result, the brands that first cut prices in the limited luxury goods market undoubtedly have absolute initiative - more attention and more market share.

Industry insiders say that regional price differentiation within the brand is a practice of luxury price strategy, and tends to be more priced in less developed areas. Obviously, the sales figures of luxury goods in 2014 also show that China's era of "money and many people is stupid" has long passed, and the real value of commodities is becoming more and more important when paying for commodities.