Global Consumption Information Pparency End Premium Premium Rise Of Local High-End Brands

In the past ten years, the global luxury brands have been targeting the Chinese market without exception. Not only is the price most expensive and the most robust in China, but also the price of many commodities has increased by about 5% a year.

Why is it that overnight, so many luxury brands are "stuck" and start to discount?

"The smooth flow of global consumption channels is the fundamental reason."

Zhou Ting, deputy director of the international brand management center of the Ministry of Commerce and director of the luxury research center of University of International Business and Economics, analyzed that in recent years, the consumption information of the world has become more and more pparent. The convenience of tourism has also made it easy to buy luxury goods. "Consumers are not fools, they can see the actual price in Europe, who is willing to buy products that are obviously overrated in China?"

According to the statistics of the Institute of wealth and quality, last year, Chinese consumers spent $106 billion on global luxury goods and bought 46% of the world's luxury goods. However, the consumption of luxury goods in China decreased by 11% over the same period last year, to 25 billion dollars.

That is to say, 76% of luxury consumption takes place overseas.

Do not sell, let

In China, "hoarding goods" is serious.

Zhou Ting told reporters that the total number of luxury watches imported in China last year was only 100 thousand yuan.

A senior executive of a luxury brand told reporters privately that their performance was under pressure. "

Several stores are unable to keep up, the turnover is too steep, almost cut. "

At the end, the executive added, "we have done a good job, and many brands are going down even worse."

"Prices return to normal, in order to keep consumption at home and stimulate domestic consumption."

Zhou Ting pointed out that in the long run, luxury brands can never be "domineering" in China.

It will become normal.

A senior executive who has worked in fashion circles for many years told reporters that in recent two years, the consumption characteristics of Chinese people have changed: they no longer like the luxury brand of "rotten Street", but have a strong interest in some hand-made, light priced luxury goods with a price of around 3000 yuan. "Personalized products replace standard luxury goods or will become the mainstream of future consumption."

"In recent years, the consumption habits and the whole industry of luxury goods are upgrading."

Zhou Ting pointed out that, on the one hand, the consumption of Chinese people is more mature, and the pursuit of cost performance is even higher. On the other hand, many enterprises in China have accumulated a certain amount of product culture, price, product technology and so on after many years of being a luxury "substitute factory". Many enterprises have already stepped out of the first stage of "dressing for others" and began to seek to build their own brand.