In March 2009, the U.S. International Council of Shopping Centers (ICSC) released a report, in February the U.S. luxury retailer, same-store sales fell 19.2%, higher than the entire retail sector fell by 19.1% and, since June 2008 has been a luxury goods retail sales has been the worst performance of the plate.
Price reduction, discount, Shuaimai … … In the past few months, “luxury price increases instead of falling,” the myth of being a little bit broken.
In March 2009, the U.S. International Council of Shopping Centers (ICSC) released a report, in February the U.S. luxury retailer, same-store sales fell 19.2%, higher than the entire retail sector fell by 19.1% and, since June 2008 has been a luxury goods retail sales has been the worst performance of the plate.
When the luxury in the traditional market experience “cold” when, in the Chinese market is doing well.
A recent Goldman Sachs report said in 2008, China’s annual growth rate of luxury goods spending around 20% by 2015, its annual growth rate will be about 10%, when the total amount of China’s luxury goods are expected to exceed 11.5 billion U.S. dollars, becoming the world’s No. 1 consumer of luxury goods, accounting for about 29% of the total global consumption.
China Brand Strategy Association, the study also showed that, at present, China has the ability to buy international brands of consumer groups to achieve 13% of the total population in 2010 will reach 250 million people.
All this seems to make the world luxury goods giants are signs of hope. Since 2009, the luxury brand in China entered a new round of capital increase, expand and expansion. Commonly known as the “LV buildings”, “Hisayoshi Center” in Shanghai Changning District Hongqiao business district within a settled, which is the LVMH Group’s joint venture with Macau casino tycoon Stanley Ho’s international luxury base, planning to become LVMH’s 60 high-end brands of integrated stores. By the end of May, the U.S. luxury brand Coach announced that the next five years, Hong Kong, Macao and the mainland from 25 stores to 80. In July, Gucci to open new stores in Shanghai, which is it China’s first 28 franchised stores.
At present, the luxury brands are more concerned about China’s new rich. World Luxury Association China Chief Representative Ouyang Kun that China’s luxury market in recent years relatively stable growth in spending power, consumer groups are also increasingly younger, family-oriented. Consumer groups supported the rapid growth of the luxury brand in China.
Xue-Fei Li is a typical second-generation rich past few days, she has purchased two GUCCI, total about 50,000 yuan. “No way, circle of friends with this grade thing.” Xue-Fei Li “China’s Sankei Shimbun” reporter says. Big handbags, belts, shoes, etc. It is a symbol of identity and social status, she not only buy their own, but also to her mother, younger sister to buy.
The stylish middle-income white-collar workers constitute another major Corps luxury consumption. Miss Lin, a Beijing residents in private enterprises to do the accounting, together with a monthly salary plus bonus calculation, the total income of 4,000 yuan also, but she was an out-of Famous seekers.
“Although one of the bags LV I often spend four to five months salary bonus, but each listing to see their favorite style, I can not control their impulses.” Ms Lin told the “China’s Sankei Shimbun” reporter , despite the purse of the credit card Shuabao, and luxury home has piles of Lao Gao, but she is still shuttling in major Famous store, never tired.
Served as the first luxury brand in China Forum Organizing Committee Deputy Secretary-General Chen Bao-hua believes that part of the awareness of consumers of luxury goods is still confusion, “a matter of fact, not an expensive thing is the luxury, luxury is not equivalent to expensive goods, the construction of a brand there are many different aspects and factors, the price is only a reflection of the value of commodities, and can not explain the cultural meaning of goods, quality issues, “he said” China’s Sankei Shimbun, “told reporters that from this point of view, things are not always expensive luxury, luxury goods is not equivalent to expensive.
“I think it is indeed a luxury to some extent is a comprehensive reflection of taste and wealth, which depends mainly on the sound development of luxury brands have accumulated long-term brand value and reputation, almost all luxury goods are all rated as Quality has high expectations, and thus a luxury not everyone can become a consumer product, needs some support for the wealth to do. “Beijing Golden Eagle Marketing Management Consulting Co., Ltd. Deputy General Manager Fangqiang In an interview with” China’s Sankei Shimbun ” reporters said.
Fang Qiang pointed out that as late luxury goods in China, China’s luxury consumers are now still in a kind of being “educated” status. Should allow consumers to more in-depth understanding of brand culture and spirit, in order to make it more rational to consume, choose really suitable for their own goods.
CHEN Bao-hua also said that, how to properly cognitive luxury, rational consumers to buy luxury goods consumption is a prerequisite should not blindly herd consumption.