More Than 95% Of Luxury Brands Will Close Some Stores In 2016.

Nowadays, luxury goods are busy closing stores. For example, last year, HugoBoss closed 7 stores, and Ferragamo and Zegna closed 6, respectively. This year, the scope of luxury stores is expanding. For example, LV will be evacuated in the second tier cities, and 10 stores and 11 stores will be closed in Burberry. According to the industry, Gucci also has to close some domestic stores.

Recently, Luxury goods The Institute of wealth research of authoritative research institute once again released the annual "China luxury report". The report shows that with the further maturity and development of consumers in 2015, although the global luxury market is still facing many pressures, 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 2014, there is a marked recovery and development. In 2015, 83% of luxury brands had various forms of customs clearance in China. This trend will continue. It is estimated that more than 95% of luxury brands will close some stores strategically in 2016, and further strengthen the spanformation of existing stores.

The phenomenon of luxury consumption is becoming increasingly serious.

According to the report, in 2015, China's global luxury goods consumption reached 116 billion 800 million US dollars, an increase of 9% over the same period last year. At present, the exchange rate is about about 740000000000 yuan, accounting for the change in exchange rate. This figure is a total increase of 100 billion yuan compared with 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.

Among them, the consumption of local luxury goods in China has rebounded, to 25 billion 800 million US dollars, up by 3% over the same period last year. Oteri J and online shopping were the main growth points. Traditional retail businesses continued to suffer heavy losses. However, the proportion of Chinese local luxury goods in the global market decreased further, from 11% last year to 10%. The consumption of luxury goods is becoming more and more serious. In 2015, 78% of China's luxury goods consumption occurred overseas, reaching 91 billion US dollars, up 12% over the same period last year.

Luxury electric business is facing overall risk of falling into danger

The traditional luxury brands are facing great pressure. The loss rate of most old brands is greater than or equal to the increase of new customers. "De logo" is rapidly changing to "de brand", and many luxury goods are facing the risk of brand collapse. Zhou Ting, President of the Institute of wealth and quality, predicted that with the decline of consumers' desire for brand consumption, the traditional luxury in the next 3-5 years. brand In addition to individual brands, most luxury goods will become popular high-end consumer goods, and price performance will become the most important customer value appeal of luxury brands in the future. "For luxury group, it is the best time to sell luxury brands, especially traditional luxury goods." A kind of

In the first half of this year, luxury electronics providers such as Xiu Xiu, Zhen Dian, temple library, glamour Hui and so on, have received large amount of financing, and the market was once active. But the report thinks domestic luxury electric business is not easy. The research on high net worth population shows that only 4% of Chinese consumers are willing to choose local luxury electric providers. The willingness to choose luxury brand official website and foreign luxury electric providers are 44% and 27% respectively. Online retailers Facing the danger of overall collapse.

What's more, it has to be concerned that in 2015, 83% of luxury brands have various forms of customs clearance in China. The Institute of wealth and quality predicts that luxury stores will become more popular in 2016. It is expected that more than 95% of luxury brands will strategically close some stores in 2016, and further strengthen the spanformation of existing stores, establish a large experience and service center instead of existing stores, and realize the luxury retail O2O is the inevitable choice for all brands in the future. At the same time, more brands will strive to realize customized service for one-stop lifestyle of customers, and gradually realize the industrial upgrading of B2C to C2B.

Five changes in China's luxury market

1, the new media will further occupy the advertising share of luxury goods industry. Meanwhile, luxury brands will further reduce the budget of traditional fashion media, especially paper media, and the traditional fashion media will be further damaged. Most of the fashion media will fall into the embarrassing situation of sharp decline in revenue and spanformation.

2, the Chinese management team of international luxury brands will be further replaced, and the management of luxury brands in China will gradually be promoted. The headquarters will further strengthen the direct management of the Chinese market.

3, the traditional commercial retail real estate will continue to "go retail". Experience and service will become the core value orientation of traditional commercial retail real estate. In 2016, we will usher in substantial progress in the spanformation of traditional commercial retail Internet.

4, the Chinese government will further increase its import tariff adjustment in 2016, and use various policy measures to restrict overseas shopping so as to promote the growth of China's local consumption.

In the 52015 year, although the number of overseas tourists has increased sharply, Chinese consumers have reached the highest point of luxury shopping abroad, but they do not have the ability and opportunity to continue to grow. There will be obvious consumption reflux in 2017. Oteri J and electricity providers will become the main direction of stimulating domestic demand.