Luxury May Never Return To China In Its Glory Years.

Rhodes, a public relations and marketing research firm, CSG, has been late for the Chinese luxury product report for a whole season. During our waiting period, China Luxury goods The news of the industry keeps on going on and off, and there is a lot of news about it, including LV super. Is this because the consumer confidence of Chinese customers has been hit, or is it due to the increasing consumption of tourism? What are the recent trends in luxury goods companies? This report divides the survey area into two parts: the mainland and Hongkong.

　　 In the case of luxury purchases, Hongkong's momentum is worse than that of the mainland.

Will China's luxury market be better? This problem has been lingering in the past two years and has always plagued executives of the Greater China region. According to the survey data on Consumption Willingness, 42% of mainland respondents in China plan to increase their consumption expenditure of luxury goods, which is the same as last year. However, in Hongkong, the proportion dropped from 30% in 2015 to 25%, indicating that Hongkong consumers' attitude towards luxury goods, especially high priced products, is more cautious than last year's.

"Many factors that support the development of luxury goods industry in the past ten years include consumption of public funds. When the external environment changes, it is almost impossible to go back to the so-called" brilliant era ". Rhodes, senior vice president of public relations and general manager of luxury business in China, told the interface: "the industry in the future will come from the middle class in China. Their incomes are higher than those of ordinary white-collar workers, but they have not yet achieved financial freedom."

　　 Mainland tourists go abroad 3 times a year, more and more like to play while buying.

According to the latest data released by the National Tourism Administration, the number of outbound tourists in the Spring Festival (excluding Hong Kong and Macao) will reach 5 million 190 thousand people, a year-on-year increase of about 10%. However, the most important part of China's outbound tourism consumption is not holiday products, but shopping. According to Bloomberg forecast, restaurants, retail outlets Sale The amount will exceed 6780 yuan billion yuan during the Spring Festival last year. Since last year, Chinese have surpassed the Americans to become the first group of outbound tourism consumers. The report on luxury goods in China in 2016 years shows that China's luxury tourism market is growing year by year. Luxury goods consumers in mainland China travel 4 times a year and travel abroad 3 times a year, while Hongkong luxury goods consumers travel 3.7 times a year on average. Japan, Taiwan and the mainland of China are the preferred destinations for Hongkong consumers. The destinations for luxury tourism in the mainland are headed by Hongkong, followed by France and Japan. 53% mainland consumers said they plan to increase spending on luxury tourism in the coming year, a rise of 50% over last year. It can be imagined that they will further stimulate the growth of overseas luxury consumer market, but Hongkong consumers' willingness to spend on luxury tourism is on the decline again, which is less than 5% in 2015. The war of brands started early before customers went aboard. The report shows that most mainland and Hongkong luxury goods consumers still consider budgets when they travel abroad. 57% of mainland consumers and 46% consumers in Hongkong have identified the planned brands before travel, though they may not have selected specific products yet. This shows that Chinese consumers are still brand oriented.

　　 Not to mention Monkey King and lucky luck, how to attract Chinese customers?

The Chinese Spring Festival craze for overseas travel has brought big business to global luxury brands. The mannequins in the windows of the famous brand clothing store in the south shore Plaza shopping center are all dressed in red. Duchbana is on the exclusive sale of T-shirts with golden monkeys on this mall to congratulate the Chinese monkey year. The China luxury goods report has included Chinese elements for the first time this year. The results showed that 58% of mainland respondents said that "integration into Chinese elements is extremely important or very important", and that the proportion of respondents in Hongkong with this view is just over two digits, just 11%. An in-depth study of Chinese elements in luxury goods found that most mainland consumers (55%) expressed preference for "symbol of good luck"; in Hongkong, the proportion was only 25%. Hongkong consumers (44% of respondents) most valued the traditional Chinese elements, which is also the second element of mainland consumers' concern (52% of respondents). LV has built a group of lucky three pieces for the Chinese market: collar, necklace and bracelet. The introduction of the Chinese official website is also the three sentence: "2016 years of Chinese Spring Festival gifts." L'OREAL's Armani also launched a new limited edition at the end of last year: monkey high gloss. The shell is naturally "China Red", and the "La Fu" is stamped on the lid of the box. After opening it, the others see "blessing to the same tone". There is a gravure printed Chinese Zodiac monkey on the high gloss. However, whether or not we can strike a balance between brand heritage and Chinese culture becomes the key to whether the customer pays the bill.

　　 The trend of e-commerce

Which luxury industry report will miss the "e-business" part? The 2016 year old China luxury goods report shows that e-commerce continues to bring huge opportunities to luxury brands. Online purchases account for 26% of the total purchases of luxury goods by mainland and Hongkong consumers and 20% respectively. Consumers are more confident that they will not enter the physical store experience or buy online directly. The average number of visits to stores was 2 times before the purchase, compared with 2.3 and 2.6 times in mainland China and Hongkong in 2015. A little bit of attention will find that the past 2015 years should be considered as a time for luxury brands to enter the business. President of LVMH, Kai Yun, and the three luxury group have affirmed their importance to e-commerce. However, we can see that the degree of digitalization of brands varies, and some are still in the water test. As part of the retail network, e-commerce is closely related to the internal buyer, inventory and channel operation mode, which directly determines the brand's electricity supplier's pace. Accessories and beauty products are the most popular categories on luxury goods online. The official website of the brand becomes the preferred e-commerce channel for consumers. In social media, mass word of mouth has become an important factor affecting consumption, affecting more than celebrities, insiders and opinion leaders.

　　 "There are very few shop assistants who can understand me."

Compared with last year, the number of consumers entering the physical store before buying online is less. When they look at shops, they first focus on product quality, price, size and color. For operators, the last option is suggested. brand The main battlefield of selling talent. Since the era of "just making a shop can make money" has passed, the salesperson's professionalism is far from enough. Consumers' demand for service in physical shops is getting higher and higher. Simon Tye Tye, executive director of market research firm CSG, told the interface news that she had found in the communication with customers that they most valued not the professional degree of the salesperson, but whether they understood their needs, whether they could understand their preferences in a short time, and gave timely recommendations and introductions. From the current experience feedback, foreign luxury stores in this regard are not far apart from China. After decades of barbaric expansion in China, luxury brands are beginning to concentrate on intensive farming.