China'S Luxury Market Is Turning Downhill.

The so-called fashion trend, to the earth is actually follow the wind, this trend to a certain degree of craziness or idolized, is the "great leap forward".

Chinese people who are keen on group life are best at the "great leap forward".

If the "great leap forward" in the late 50s of the last century was just a political movement, China's large-scale development of urbanization, real estate, the Internet and even the football industry today has spawned the "great leap forward" of China's luxury market in the past ten years, and the big events such as the Olympic Games and the Expo can be regarded as a catalyst.

As a result, a large number of high-end shopping malls have sprung up in China's 123 tier cities, which do not rent out for years, only to attract LV and Gucci, and then to arbitrage in small brands.

This is the external cause.

Of course, there are, of course, many luxury brands in China's large business district, and a variety of special marketing tools and strategies to cater to Chinese consumers. The cultural and historical signs of luxury goods have been declining in the Chinese market for many years, leaving only a lot of dark labels such as upstarts, corruption and so on.

The Chinese "Shanzhai" ability is so strong that even "grade" is the same.

When western research institutions released the report on "China's taste upgrading and boredom Logo", many luxury consumers really thought that this is the upgrading of Chinese consumers' taste, and began to consume the hidden Logo brand. In fact, this is just another kind of "Logo", or the so-called "great leap forward".

The essence of luxury goods is conspicuous consumer products. Even in developed countries, how can China be an exception? When luxury stores open, more and more products are exposed, whether physical or psychological, luxury goods.

It will reach a state of near saturation, and the conspicuous behavior of consumer behavior will be greatly reduced.

According to the latest survey of luxury goods prices in China, it is not only because the price of Chinese luxury goods is lower than that of Chinese consumers, but the way of "conspicuous tourism" has also promoted consumption.

That's why Chanel dares to cut prices in China first, because it has fewer stores in China, and in addition to the composition of the brand's income, it is only leather.

Category and sales itself is rather weak and so on, making it the "first crab eating" brand.

China

The two factors of the following trend of consumption and the great leap forward of China's luxury market make China's luxury market unsound, and its brand is extremely short of endurance in the Chinese market.

On the contrary, most of the Japanese luxury market that affects China's neighbouring countries is only macroeconomy.

Let's go back to the price.

Luxury goods prices in the Chinese market this year is also difficult to play a role in saving the market.

On the one hand, price adjustment is not a product adjustment on the whole. The reason why it is vigorous is largely due to the large volume of consumer consumption and the shrug of news.

So far, I doubt the authenticity of the Chanel Shanghai store because of the price reduction, because this kind of thing did not appear at least in Guangzhou.

The legend of using "water army" in luxury marketing is not two days a day.

On the other hand, price is not the most important factor in the paction. Especially in the luxury industry, price sensitive luxury consumers may be more concerned about similar price adjustment, and add a lot of obstacles and troubles to the future price strategy of luxury goods in the Chinese market.

Is this price cut not a "great leap forward"? Two years ago, the big brands' vigorous Logo went to the rescue role.