What Unexpected Changes Have Taken Place In The Domestic Luxury Market?

In 2015, under the pressure of domestic anti-corruption,

The market has shown subtle changes. Exclusive and fashion elements have become the winners this year, and significant changes have also taken place in purchasing channels and locations.

Let us see, then, what unexpected changes have taken place in the domestic luxury market in 2015.

The market scale is the first to drop.

Affected by the domestic macroeconomic slump and anti-corruption, the domestic luxury market has declined for the first time in eight years, with a market scale of about 115 billion yuan, with a drop of about 1%.

In accessories, ladies

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In the eight major areas of jewelry, men's clothing, bags, watches and personal care, only four industries maintained a growth in market size, while the market for watches and men's clothing increased by 13% and 10% respectively.

Purchasing is shrinking by 55%.

It is estimated that 55% of consumers will choose to go out to buy luxury goods in 2015. 15% of consumers choose to buy on behalf of them. The scale of purchasing market may reach 55 billion -750 billion yuan. The rich product choices and price advantages make purchasing agents a luxury enthusiast for the first time to understand new channels of new products and online purchase, and rely more and more strongly.

In fact, in 2013, overseas purchasing accounted for 35%-40% of the total consumption of luxury goods in China.

The bigger the card, the lower the price.

The growth of old luxury goods has been slowing down, and low unit prices are being favored by consumers.

In the field of bags, for example, in addition to Prada, Gucci, Hermes, Louis Weedon and other old luxury goods, light luxury brand COACH also entered the top five market.

Market changes bring about new business opportunities

Since the beginning of this year, due to the continued decline in the euro exchange rate, some commodity types have fallen, and the luxury brand has started to cut prices in China, with a price drop of up to 20%-40%.

At the same time, the cosmetics brand also carried out the 10%-20% price reduction on the homeopathic situation, which reduced the domestic price of cosmetics to the foreign price gap to about 25%.

With the reduction of import tariffs, the consumption outflow has been alleviated to a certain extent, and the increase in imports has stimulated domestic demand, making the consumption intention of the two core categories of overseas consumption reflux.

Luxury brand new logo exclusive and fashion

With the change of the market, the definition of luxury label has gradually changed.

Exclusive and fashion become the two important elements in the eyes of consumers.

In this context, luxury goods should be added from three aspects of consumer behavior focus, specificity, VIP experience and full channel contact.

At present, consumers' luxury buying behavior tends to be low-key. To LOGO, it is obvious that luxury goods need to have more understanding and understanding of consumers' potential needs and personalized needs, and provide more intimate cross regional service experience. In terms of specialization, luxury goods should be accurately located and opened to stores, and the existing stores will be fittest, personalized stores will be modified and innovated, VIP standards and services will be upgraded, and better quality VIP experience and customized services will be brought to consumers. At the same time, luxury goods should be closely followed by the trend of personalized SNS promotion, and the online channels with high flow and high consumption electricity providers will be arranged for online promotion, promotion and product development on high-end mobile devices, and high quality mediums and Fashion Show. will be organized.