Chinese Customers Are Keen On Purchasing Overseas Brands. What Is The Purpose Of The Chinese Consumers?

Since the beginning of the year, luxury stores in China have been spreading like a plague. The luxury magnates who once sniffed at the electricity suppliers have announced "touches" in the past one or two months.

Whether its behavior is a low performance or a wise early layout, it is clear that the electricity supplier will become the main battleground for the future luxury brand competition.

For the Chinese consumers who buy 46% of global luxury goods, the giants have enough reasons to covet, and 70% of them consume through overseas tourism and cross-border electricity providers.

At present, we have already carried out the survival condition of the luxury goods brands in China. What difficulties will they encounter in the future? What will their direction of development be?

Holding the idea of saving one point, Chinese customers are keen on overseas purchasing, though the luxury brands, led by Chanel and Gucci in April this year, set off a domestic upsurge in domestic prices.

But according to the China luxury report released last week by the wealth Quality Research Institute, China's luxury market occupies

The proportion dropped from 11% last year to 10%, but this year 78% of Chinese consumers' luxury consumption takes place overseas.

Of the Tencent fashion users surveyed by about 50 thousand people, 40% of users bought luxury goods by buying friends and relatives instead of buying them. 30% of the users purchased online shopping platforms, and less than 30% chose to buy them in luxury stores in China.

The group's consumption of luxury goods is mostly "self use", and also indicates the end of luxury conspicuous consumption era.

"In my view, first, the luxury brand line has already met the demand for the scale of the brand development, and the overall market downturn is hard to achieve. The second point is also the most important point. The popularity of mobile terminals has changed the habit of reading habits and shopping habits of consumers, subverting the way of the original brand to consumers." for this trend, Zhou Ting looked at this.

The survey found that the baby boomers (1945-1965 years of birth) and the millennial generation (1984-1995 years born) use almost the same mobile devices. In other words, the younger generation is the same as the post-90s, and the older well-off class is also the important target customer of luxury electric business.

So in the past month,

There are two different trends in brand development: one is the Louis Vuitton brand, which is considered to be a luxury benchmark in China, has launched a closed shop plan: three stores in Guangzhou, Harbin and Urumqi have been shut down, and LV will gradually shut down 20 domestic stores to reduce its scale in China, while other luxury goods manufacturers are also planning to take similar measures. The news of Louis Weedon's brand is always heard.

On the other hand, there is a news that shocked the industry such as "without any sign, Cartire (Cartier) officially opened its e-commerce platform in China".

Coupled with the previous "Coach", "Tmall" of the "Tmall", and the TAG Heuer settled in Jingdong, the road of luxury goods in China's e-commerce has become a spark.

The media is also speculated about the next one to enter the luxury jewelry business in China. From the current trend, it seems that the giants have entered China in a collective way and only time is left.

After all, from a global perspective, Chanel, who once sniffed at the electricity supplier, announced a few weeks ago that it had also co operated with the electricity supplier in the sale of accessories, and Celine, a luxury brand in France, has publicly said "do not have anything to do with the electricity supplier". Now it has joined the online selling package.