The Most Popular Luxury Brand Among Chinese Tourists: LV Comes First.

The popularity of LV is a double-edged sword, which is mentioned in social media.

Most of the posts are related to purchase in France.

Earlier media reports said that Chinese tourists to France began to buy some niche designer brands, but according to the latest survey report, LV is still the most popular among Chinese tourists in France.

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Citing JING DAILY news, digital media company Velvet and 6Estate 6Estate jointly conducted a research and analysis of Chinese tourists on 1 million 100 thousand Chinese consumers who used social media between October 1, 2015 and April 30, 2016. Through accurate positioning of Chinese tourists' overseas tourist attractions, shopping malls and luxury brands, it was found that the most luxurious brands used by Chinese tourists in French social media were LV, followed by Dior and Chanel.

Among them, the most talked about is located.

The LV store has an exposure rate of 55.9%, ranking second on the LV flagship store on Champs Elysees street, and the LV store in spring, TATI and Vend me square.

In the report, the exposure rates of Dior and Chanel were second and third respectively.

Some analysts believe that the popularity of Louis Vuitton is a double-edged sword. Most of the posts mentioned in LV about social media are related to French purchasing, which means that many Chinese tourists publish purchasing information through social media, helping other Chinese consumers to buy luxury goods outside the sea to evade Customs duties, which will have an impact on brand image and brand value.

Although purchasing is the main source of sales for European luxury brands, luxury brands have taken relevant measures to improve brand image and improve service quality in order to avoid unstable service and counterfeit fraud.

For example, as a luxury brand Chanel, which is popular in Europe, second last year implemented a price reduction strategy for China's Chanel products, trying to reduce purchasing behavior by reducing the difference between the same type of products at home and abroad.

Chanel fashion President Bruno Pavlovsky, who was interviewed by Reuters in Havana, Cuba in early May, confirmed that it had succeeded in curbing the sales volume of grey purchasing market. Chanel now has a complete team, including outside lawyers to block the purchasing market.

Other popular brands include Harry Winston, Cartier and Givenchy.

The report also shows that Chinese tourists are interested not only in luxury goods in France, but also in some social media that are used by Chinese tourists. Some of the most famous scenic spots in France are exposed to Eiffel Tower, followed by Seine River, Le Louvre Museum, Le Louvre Museum and Hong Kong.

In addition, activities such as Paris fashion week, especially Chinese celebrities such as Yang Mi, Liu Shishi and Li Yuchun, have been exposed to high social media in China, which is a hot topic of discussion among social media users. This also explains why French luxury brands are keen to invite Chinese pop stars in recent years.

However, due to the frequent attacks of terrorist attacks in Europe recently, especially after the terrorist attacks in Paris last November 13th, the posts with #prayforparis and #iamsafeinparis topic labels were widely spread in Chinese social media, which had a negative effect on French tourism and fashion retailing. Therefore, France lost some Chinese tourists, but the report shows that France is still the most popular destination for Chinese tourists, and China is still its largest source country.