What Will Be The Impact Of Chinese Consumers' Logo Trend?

In 2015, China's luxury market is bound to have a decisive change. International giants choose to narrow the price gap between China and abroad, and further expand online channels. This indicates that Chinese luxury consumers are still an important group they are concerned about.

The price of luxury goods in Chinese market is returned to reason, and the potential of Chinese market is further explored with more professional service and experience.

The study found that in 2015, "respondents purchased the most luxury items" were mainland cities (36.2%), Hong Kong, Macao and Taiwan (31.8%) and overseas (32.1%) respectively.

The proportion of luxury goods purchased in cities in mainland China has decreased by 4 percentage points compared with 40.2% in 2014, and overseas market buying is still the main force.

Compared with the two data, since 2013, the number of luxury goods purchased by Chinese consumers in Hong Kong, Macao and Taiwan has been decreasing year by year, 34.3% in 2013 and 32.8% in 2014. This year the proportion is 31.8%.

Of the three categories of luxury goods purchased last year, watches (53.8%), consumer electronics (45.9%), cosmetics, perfume and personal care products (43.1%) still rank the top, which is basically the same as the trend in 2012~2014.

Among them, footwear (26.1%) showed a gradual increase compared with 2013~2014. In 2013, the ratio was 21.7%, and 23.7% in 2014. Consumer electronics (45.9%), liquor (16.5%) and household goods (12.9%) also increased slightly over the past two years.

Compared with previous years, there are subtle changes in users' concerns about luxury brands.

In this year's data, "product's workmanship and quality" (73.3%), "product cost performance" (58%), and "brand history"

"(53%) is still the three most concerned consumer condition," the "product" and "quality" are slightly increased by about 1.1% compared with 72.2% last year, "the product price performance is 3.5% higher than last year's 54.5%".

And culture "also increased by 2.4% over last year's 50.6%.

From the initial display of the big label to the concern of the brand itself, it is the gradual maturation and rational process of user consumption concept.

The brand also grasped this trait acutely. After 2013, it seemed as if a "go Logo" trend had been lifted overnight. Burberry, Louis Weedon and LouisVuitton have joined in. The mature consumers are beginning to stay away from the luxury products of Logo.

Luxury brands are also beginning to actively adjust their marketing strategies. Chanel, the traditional luxury brand that has always excluded e-commerce, announced that it will launch a global electricity supplier network by the end of next year. Fendi (Fendi) also said it would begin to try e-commerce business.