Perfume law: If consumers can not afford a dress, a handbag always be able to afford it; if can not afford a handbag, it always afford to buy a pair of shoes; if not enough, it always afford to buy a bottle of perfume. Perfume can also be replaced with lipstick, sunglasses, scarf. According to the consultant's explanation is that the luxury market, get some high-end stuff, marked a less expensive price, purchasing power, but never tried to attract people to buy brand-name.
Mainland China on the world to the whole, in fact, affect the international trend in Chinese society has always been. Luxury goods in China and the world trend is the two curves, one from low to high rise, a decline from the high to finally have a cross in the 21st century, compared to the look, very mean.
In 1979, Pierkadan as the "aesthetic concept" Come by the Ministry of Foreign Trade of China, held his first fashion show and become the first western people know luxury brands. Of the 20th century until the mid-70s, European and American luxury goods market is very narrow, and except for wealthy aristocrats and nouveau riche, who buy Luyiweideng the trunk or Patek Philippe watches and Chanel clothing? It was to the French high society women aged 40 to prepare, not to mention special services to the royal family and the hereditary nobility of Hermes.
The true globalization of the formation of the luxury market, compared the fashion industry is recognized as a point in time the late 80s of last century, there are three factors played an important role. First, the booming economy created a large number of upscale; Second, the increase in tourism, because tourism and luxury goods consumption always go hand in hand; three luxury brand introduced a "fashion democracy" strategy. "Democratization" of the most critical is a "perfume rule": If you can not afford a dress, a bottle of perfume can always afford it. Kaerlage Field to Chanel last century, after 80 years, re-promote Chanel's sexy, elegant, but his biggest contribution is the introduction of jewelry, sunglasses, handbags, cosmetics, and even beach slippers, canoeing, put it into the market's most successful fashion brands. This process, the luxury has undergone a great change, not only led to the birth of LVMH luxury goods carrier, also contributed to the Anya Hindmarch, Tod's, Manolo Blahnik, Jimmy Choo, Coach and other small luxury brands.
90's of last century, the global economy heating up, the luxury goods industry to start targeting the market, the full realization of democratization. The brand's designers have started low-priced fashion products, designer Tiffany some relatively modest price of jewelry, Armani can not afford to buy one of its leading-edge products for the sunglasses, Donna Karan , Versace introduced a young family or second-tier brands, and even less likely to provide fringe products have suddenly launched Gucci handbags and shoes. Gucci newly appointed president of 帕特里齐奥迪 Marco (Patrizio di Marco) also stressed the need to increase the mid-range product line, such as adding fabric handbags, fabric but also exotic.
Stock and make money too easy high-tech bubble, and consumer experts say they are "one-time money." Luxury consumption habits have changed. Women buy handbags every few months, the credit card company can not afford to borrow. Stimulate consumption, the fashion giant was born. Before 1994, there are few true luxury brand, nothing more than Luyiweideng, Chanel, Hermes, Pakistan Polaroid, Tiffany, etc.; the last century, in the late 90's set off a buying spree, Dior, Yves * Saint-Laurent, Givenchy, Alexander Maikekuien, 斯泰拉麦卡 Courtney, Chloe, Guerlain, Fendi, respectively, are LVMH, Gucci, Richemont and other large companies acquired. Acquired brands, designers naturally be bought over.
The new millennium, European and American luxury goods market to peak. The McKinsey report said that in 2000 more than 100 million of wealth increase of 18% of people, a sharp expansion of the luxury consumption of blowing bubbles. That year, LVMH profits increased by 30%, Prada sales increased 57%, Gucci year third-quarter profit increase of 20%. Then, without warning, the economic bubble burst in 2001, many brands to follow the rapidly shrinking profits, off 5th Avenue in New York, Lundunbangde Street flagship store. Their exposure, show off, complacent spent too much money to sell themselves because of excessive depreciation, and finally became a victim of success. Followed by "9.11" and the impact of the global industry, but the hardest hit by the tourism industry, social elite - a luxury that is for them from birth - the beginning of "fashion" find a new concept.
"Democracy" while
In 2009, Chinese consumers of luxury goods consumption totaled about 156 billion yuan, however, over 50% of consumption abroad. View from the luxury product category, cosmetics consumption in the territory of more expensive watches and jewelry, but the relatively high proportion of consumption abroad
reporter from Shanghai Fu Bilian
In some ways, the Chinese people's growing demand for luxury goods expansion can be seen as a rapid development of Chinese economy and the performance of increasingly affluent Chinese. Top international luxury brand is are very positive about the Chinese people's spending power and potential of the flock. "2010 is the year of prosperity and development of the luxury market." April 16, Bain & Company partner Bruno Lannes International Business School in China at the "Summit Forum 2011, the third top brands," pointed out.
Second and third tier cities into the consumer market
China's luxury goods market growth from the second half of 2009, began to accelerate, the annual market reached 68.4 billion yuan in 2010, is to maintain strong growth momentum, watches and bags which lead the market growth in the two categories . Bruno Lannes said: "After 2009, mid-range category watch watch promoted strong rebound, and watch as the main personal and business gifts gift of choice, is expected to maintain the previous growth trend."
2009, 68.4 billion yuan in the Chinese luxury goods market size, accounting for 35% of the share of watches, bags, 20% -25% share, cosmetics, perfume and personal care products accounted for 20%.
The huge potential Chinese market is clearly in doubt, and the current potential of more consumers will have to drag the second and third tier cities. Many top-level representatives of luxury brands in China, said in an interview, second and third tier cities, consumer brand awareness and Shanghai, Beijing, Guangzhou and other cities, like consumers, demand strong, and often store and other places in Hangzhou sales better than Shanghai, Beijing, so more and more second and third tier cities in the luxury brand value, and is expected to open more stores in these cities.
Bruno Lannes further pointed out that the gift of luxury goods in China accounted for 20% to 25% of the market, many people are not buying luxury goods for personal consumption, but a gift to others. Some luxury goods as gifts, personal gifts and business models will continue to develop. Meanwhile, the Internet as an effective marketing tool, but also help the growth of luxury goods in the Chinese market.
With the luxury market in China matures, as in China's luxury consumers continue to mature. "Chinese consumers are now very high expectations of the brand, and 5 years, 10 years ago, has not the same. In particular, point out that some consumers not just want to buy the newest products, but expect better shopping experience, recognition of their personal taste. "Bruno Lannes said.
Over 50% of domestic consumption abroad keen
However, in the Chinese luxury goods, most of the phenomenon, mostly outside the consumer is we have to seriously. In 2009, Chinese consumers of luxury goods consumption totaled about 156 billion yuan, however, over 50% of consumption abroad. View from the luxury product category, cosmetics consumption in the territory of more expensive watches and jewelry, but the relatively high proportion of consumption abroad.
Bruno Lannes that the reason why most Chinese people prefer foreign consumption of luxury goods in China, the biggest reason is the same price of a product outside the territory more often than not cheaper, and more product choices and more new products is another a major cause of Chinese consumers shopping outside factors.
China's Economic Reform, vice president, director of the Institute on the economic forecast Haifu Ka Wang Depei also pointed out that the luxury tax revenue every year due to the irrational, on the loss of billions of the Chinese market. March 20, Commerce Department Minister Chen Deming has said publicly that as far as possible in the near future the price of China's luxury tax down substantially, thereby reducing the luxury in the difference between inside and outside.
However, Bruno Lannes also pointed out that although the proportion of luxury goods purchased within the territory is still less than 50%, but within recent years has been a growing trend to buy more and more apparent. "One do not want to spend more time waiting for the Chinese outbound tourism is more and more people choose the biggest reason for consumption within the territory. Second, a growing number of international luxury brands in the Chinese market to establish more comprehensive service, but also attract more people to buy the drivers in the territory. "
Inertia "dictatorship"
Chinese consumers are in need of services, while taking into account the overall size of the Chinese market so large, so may just be a luxury brand in China, to change themselves, change their own service-oriented brand, and such changes may be further extended to other countries
Since mid-2006 I have been developing and repeatedly rewriting a feature film project called Dorothy's Friends about a fashion designer based in San Francisco who turns 30 and realises that love and friendship have passed her by. Dorothy then sets out in search of finding love and dates three guys who turn out to be gay called Jake Straw, Rusty Silverman and Leo King. Along the way, Dorothy also struggles to accept her "wicked" stepmother Ellen West and meets a handsome Australian man from "Oz".
