Near 11 Pairs Of Luxury Goods And Price Reduction! Will The Discount Of Luxury Goods Become Normal In The Future?

Since March this year, many international luxury brands have been on sale.

Since 2014,

There is a cold spell in the Chinese market.

Since March this year, many luxury brands have been on sale.

This is not, near "double 11", another brand has dropped.

But consumers do not seem to buy it.

Because the price information of luxury goods is becoming more and more pparent, the purchasing channels of consumers are diversified.

Luxury goods in Zhengzhou

Near the "double 11", there are luxury goods prices.

From November 1st onwards,

In the Chinese market, the price of the designated products is reduced by about 20%.

It is understood that the brand has been priced at the store of Denis department store in Zhengzhou, involving more than 200 single items, and all new and best sellers.

Actually, since March of this year

Announced the global price adjustment, as of the end of October, Dior, Swiss watches TAG Heuer, Cartire, Versace, Heuer, Patek Philippe, Estee Lauder and so on nearly 10 big card price reduction.

A luxury brand agent in Zhengzhou said that the luxury business in the past two years was obviously not good, especially in the international line (brand).

According to the situation of people in charge of the department store of Denis department store, the sales of cosmetic products increased slightly this year, but it was not very good either. Some sales of bags and accessories were somewhat better, and the sales of luxury brands such as Gucci, Ferragamo and PRADA were generally not good.

It is also found that last year, the international first-line luxury brand, which has been launched in the Mixc, is still in the confining stage, and the shopping mall has been open for over a year.

One industry insider said that because of the sensitivity of consumers to the macro environment, the consumption growth of luxury goods in China has declined in recent years, and many brands have slowed down the pace of opening stores.

Men's wear and wrist watch are the most dismal sales.

Just a few years ago, luxury goods were a thriving industry.

In 2011~2013, the average annual growth rate of luxury goods sales in Greater China is more than 11%, especially in 2012, an increase of 19%.

But the growth rate slowed down in 2013.

Up to 2014, the total consumption of luxury goods in mainland China increased by -1% for the first time.

So far, this cold wave seems to have not receded.

"It is mainly influenced by the environment of combating corruption and building a clean government."

A number of respondents attributed this to this.

"Since cousin came out, you know, especially the luxury of men's clothing and watch two categories."

One industry insider said.

In addition, the sales performance of luxury brands in China is not good, and it is also related to the outflow of luxury goods.

The annual report on luxury goods released by Bain pointed out that although Chinese consumers still account for 31% of the total consumption of luxury goods in the world, the exuberant shopping desire has not been shown in the local shopping malls. 2014.

Decline in performance, domestic price cuts to protect and stabilize the market

SWAROVSKI has attributed the price reduction to the rapid development of China's e-commerce market and price adjustment to cope with the challenge of parallel import price differentials.

In fact, it is the cross-border e-commerce platform emerging in China.

Liu Yanjie, director of bonded international operations, said that cross-border electricity suppliers purchased and shipped to domestic bonded areas abroad, and then sent them home again, successfully bypassed the original dealer system in the country, and only paid the postal tax, which greatly reduced the cost of luxury imports, so the price had a great advantage over the franchised stores.

Today, not only Tmall international and Jingdong's global shopping platforms, such as Wangfujing, big business, etc., have also introduced many luxury brands. The price of the website is at least 30% lower than that of the entity store.

For example, the price of Chanel bags, which was first announced in the domestic market, is lower than that of Europe.

However, a person in charge of the shopping mall said that the big selling price is inconsistent with the domestic and foreign market. The price cuts in China are actually aimed at protecting and stabilizing the domestic market.

"A lot of brand pricing systems are in tune."

He said that international brand cosmetics began last year and the same price between Mainland and Hongkong began.

"Luxury brands value the Chinese market very much and will continue to develop the Chinese market. Prices are also looking for global synchronization and gradually narrowing the gap with overseas."

Zhou Ting, President of the luxury goods field and President of the Institute of wealth quality, thinks that there are several reasons for the price reduction of luxury brands: tariff reduction, domestic sales performance is bad, and brand itself is stepping up the pace of electricity supplier.

The most important thing is the demand for brand pformation.

In the Internet era, global price integration is an inevitable trend.

Luxury discounts will become normal in the future

Since the luxury market is chill, will the discount of luxury goods become normal?

As a matter of fact, it is understood that every year there is a regular "discount season" for domestic luxury goods, which is basically in the summer and winter two seasons (June and December) for a month or so.

But this year's discount season is much earlier than before.

This year, under the leadership of several brands such as Gucci and parade, the discount began in April, almost two months ahead of schedule.

Moreover, the intensity of discount is also very attractive.

For example, the half off sale of Gucci in April this year is the first time that the brand has entered the domestic market for the first time in the summer.

At that time, there was a queuing phenomenon in people's shop of Denis department store.

Luxury brands such as Paris, Hugo boss and so on also had half off of their products.

A luxury brand agent said: "when Gucci hits half off, it is only a temporary market, and it has little impact on long-term sales. After all, some consumers who rush to buy can spend two or three years on luxuries."

But Denis people's shop responsible person said, from the sales data, the move is very stimulating sales, and can draw up and develop new customers, the original enthusiasts of other brands, ready to buy overseas, to buy some of the customers in the store.

He believes that from the current environment, luxury discount prices will be normal in the future, and the scope will not be small.

Luxury consumption tends to be rational, and luxury brand opportunities are more.

In addition, the development of old luxury goods is slow, and some personalized brands and designer brands are favored.

A luxury retailer in Zhengzhou said that luxury consumption began to shift from luxury to luxury, so that everyone bought LV, Gucci, PRADA, Dior, Chanel and other major brands. Now they are turning to fashion, personality and design strong tide brands (such as Kate Spade, MCM, MK, etc.) and some new brands (such as Paris, Tory Burch, Lssey Miyake, etc.).

The main reason is that consumer groups and consumption concepts have changed. Young consumers do not think that the most expensive ones are the best. Many people are willing to try new brand styles, low profile and low overlap rate.

"Heavy extravagance, in fact, I think it refers to hard extravagance, mainly jewelry and watches, which is severely affected by the sales of anti-corruption.

Light luxury, we call the high quality product brand with high cost performance, and now have relatively large market space in China.

The prices of these products are not too expensive, and their functions, design and quality are very good. They cater to the broader consumption needs of the middle class. "

Zhou Ting said.

It is also noted that this change has been reflected in the layout of the luxury market in Zhengzhou.

For example, people's shop of Denis department store has removed some heavy luxury brands this year, and has joined MCM, maxmara weekend and other light luxury brands.

Moreover, MK and Tory Burch will be introduced in succession.

For example, David town has introduced the first light luxury brand Philipp Plein in China.

"In fact, almost all the department stores in the country are now trying to extravagant and extravagant luxury, and to increase the number of luxury brands in men's clothing."

Denis people's shop responsible person said.