Luxury Goods + Auction Houses Are Coming Together, And China'S Luxury Market Will Break Out In The Future.

Luxury goods in China have opened up a customs shop mode, and there is a voice saying that luxury brands are no longer the Chinese way of showing off their wealth, instead of local brands.

But on the other hand, luxury auctions are hot, and the number of luxury collectors in China will reach 250 million in the future.

In fact, Chinese consumers have not lost interest in luxury goods, but they have discovered new ways of buying.

More fashionable people say that luxury goods and auction houses are a perfect match.

During the National Day this year, the Sotheby's auction house held two luxury auction houses in Hongkong.

Among them, the "luxury jewelry and jade jewelry" auction houses total 270 precious products, with a total turnover of about 486 million Hong Kong dollars and two world auction records.

The total sale of "precious watches" was HK $107 million 200 thousand, far exceeding the total valuation of HK $86 million.

In addition, the two luxury auction houses held by Pauli Hongkong Auction Co., Ltd. in Hongkong during the National Day period also achieved good results. Among them, the turnover rate of "handbags and accessories" was 80% higher than that of the other categories.

The rise of luxury auctions is related to the rise of the younger generation of consumer groups in China. They are a group of people who have a mature consumer behavior model.

However, from the earnings report of Sotheby's and Christie s, we can see the huge potential of the luxury auction market.

In the first half of this year, Sotheby's new global auction of jewellery and watches has recorded a 39% growth.

The Christie's luxury category traded at US $382 million 300 thousand. In the spring auction of Hongkong in June, the "gem jewelry" auction broke the record of Asian jewelry auction, reaching US $117 million 900 thousand.

All these data indicate that although Luxury Retailing is not ideal in China, China's luxury auction market is booming, and this has also become a Chinese consumer purchase.

New way.

Wang Yingying, fashion designer, said: buying luxury from auction houses caters to the psychology of modern people who are willing to accept new things.

"People who buy luxury goods originally pursue something more unique, and the items that are auctioned are even more distinctive, so luxury goods and auction houses are a perfect match."

However, some people are puzzled by the auction of luxury goods. In particular, some products are actually second-hand goods. "What kind of local tyrants will buy such expensive second-hand products?"

In this regard, Wang Yingying believes that, apart from the purpose of collection, and other "second-hand goods" is different, even if it is used at ordinary times, second-hand luxury goods will not make people feel uncomfortable.

It may also make the object more attractive due to the previous master's taste or the story he once had.

Christie's

Lin Boming, international director of the accessories department, said that some mainland buyers are quite knowledgeable about luxury bags. They are very concerned about their grades, and they are also very aware of their color, material and price.

"Most of the mainland buyers have a certain collection, and we hope that we can find a particular color and model bag, usually a very high value, the most rare material, the most rare color of a single product."

Data show that the number of luxury goods collectors in China will reach 250 million in the future, which means that every 5 people collectors luxury goods on average.

Another industry expects that the actual data may be more than this data.

Zhao Shiya, director of the Department, said that last year the British auction industry had made statistics, and the number of people who had purchased more than 1 luxury items had reached 90 million.

Such a huge crowd naturally means a huge two tier market. It can be said that millions of bags are behind hundreds of millions of market potential.

The industry also believes that the mainland jewelry watches and other luxury goods market has not yet fully opened, the future collection potential can not be underestimated.

To this end, this year, a number of international auction companies coincidentally introduce new elements and new models to speed up market cultivation.

Zhao Shi Ya, head of the jewelry department of Bong hones, said that last year, the British auction industry has made statistics. The number of people who have purchased more than one luxury item has reached 90 million.

Although luxury auctions can only be regarded as a relatively new concept in the art market, many auctions show that luxury goods are rising steadily throughout the auction price, and the share of luxury goods in the art auction market is increasing rapidly as the scale of the auction expands and the total volume of pactions continues to enlarge.

Zhao Shiya added: "we always believe that luxury goods occupy a specific market share in China, and demand will be adjusted accordingly.

As time goes on, changing public tastes and trends, popular jewellery categories will also change.

We look forward to the future Chinese market. "