China's Luxury Consumption Outflow Is Still Serious.

Despite the further revival of domestic consumption in Europe and America and the rise of consumers in emerging countries, the global consumption power of Chinese consumers is still growing rapidly, and Chinese consumers are still the undisputed largest buyers in the global luxury market.

In 2015, Chinese consumers spent $116 billion 800 million on global luxury goods. This shows that the Chinese still bought about 46% of the world's luxury goods in 2015. Although the price difference between Chinese and foreign luxury goods in 2015 decreased by half to 25% in 2011, the flow of luxury goods in China was serious.

Although many brands slowed down stores in 2015 and even closed some stores, but because of the rapid development of new circulation channels such as electricity providers and Oteri J, many consumers could have more opportunities to contact and buy luxury goods, or even lower price extravagant products. Oteri J will continue explosive development in 2016, and to some extent replace the dominant position of traditional high-end department stores.

In 2015, it was also one of the most popular Chinese luxury electric business year. Almost all luxury electric providers got a larger amount of venture capital. However, investment did not enable these luxury electric providers to develop rapidly.

Because of many consumer problems, China's luxury electric business is losing the huge consumer market in China. Only 4% of China's high asset groups are Chinese luxury electric providers as the main channel for online shopping luxury goods, while 44% and 27% tend to choose the brand official website and luxury electric providers abroad. Overseas purchasing It also has a 19% market share, and the future of China's luxury goods business is worrying.

In 2015, the global luxury market is still facing many pressures, but the latest report on China luxury goods by the Institute of wealth and quality shows that the total capacity of the market will still reach a record $255 billion 200 million. The annual growth rate is expected to reach 11%. Compared with the recovery and development in 2014, Zhou Ting, director of the Institute of wealth and quality research, told reporters that its growth mainly came from the traditional high-end niche brands and designer brands, especially the rapid development of customized products and services, while the growth rate of traditional luxury brands was far lower than the overall growth rate of luxury goods industry, and the market share declined further.

Chinese consumers' consumption of global luxury goods reached 116 billion 800 million US dollars, an increase of 9% over the same period last year. According to the current exchange rate, about 740 billion yuan, the exchange rate changes, this figure has increased by 100 billion yuan over 2014. This shows that the Chinese still bought about 46% of the world's luxury goods in 2015.

The proportion of China's luxury goods market in the global luxury market dropped from 11% in 2014 to 10% in 2015, and the domestic luxury market in China decreased further in the global luxury market. Overseas consumption can still be further strengthened. Chinese luxury goods consumption in 2015 will reach 91 billion US dollars, an increase of over 12% over the same period last year, that is, 78% of Chinese consumers' luxury consumption takes place overseas, and the situation of consumption outflow is still serious.

In 2015, the Chinese government released a series of consumption. Stimulus policy It includes expanding imports to promote cross-border trade, and further reducing import tariffs. Under the stimulus of government policies, the consumption of Chinese consumers rebounded in 2015, which is expected to rise to 25 billion 800 million US dollars, up 3% from the same period last year, but the main sales growth point is not in the traditional shopping mall stores. The traditional luxury retail industry has continued to suffer heavy losses. Oteri J and online shopping have become the biggest growth point.

Compared with 2014, the luxury brand industry took the initiative to adopt various strategies, including discounts, price reductions, promotions, etc., to reduce the price difference between the Chinese market and other markets. Chinese Market Serious "upside down" phenomenon (Chinese stores become billboards and display windows, major sales abroad). LV, the world's largest luxury brand, has closed its 3 stores in China this year. In fact, in recent years, PRADA has closed 16 stores in China, and BOSS has closed 7 stores in China.

In 2015, the pressure on traditional luxury brands is huge. They have been faced with unprecedented challenges and challenges. The challenge lies in the rapid development of new brands, especially designer brands, customized brands and light luxury brands. In fact, the core is the further change of consumer psychology.

Although sales of major luxury goods groups are still growing in 2015, the growth has slowed down significantly, and the backlog of inventory is serious. Discounts and disguised discounts have become the norm. At the same time, in addition to postpone shop opening speed, the traditional luxury brands begin to close stores with poor benefits. It is estimated that from 2016 to 2017, luxury brands will be the largest number of stores.

At the same time, luxury brands will also make some changes to existing stores, increase the scale and function of existing stores, transform traditional stores into lifestyle experience and customization centers. Many brands strive to transform themselves from product suppliers to service providers through this transformation, and eventually make them become a customized brand of lifestyle, and realize business models from B2C to C2B.

The customization business developed rapidly in 2015. At present, the proportion of customized business in the entire luxury industry has reached 20%, and 86% of luxury brands have launched different forms of customized services. The luxury custom service internet project became the biggest business highlight in 2015. In 2015, a total of more than 400 Internet platform projects with various types of customized services were listed, but the scale was small.