China Remains The Largest Consumer Market For Luxury Goods Due To Increased Anti-Corruption Efforts

The reporter found that there are two things worth paying attention to here: first, there are almost no discount signs. In other shopping malls, signs of full discount, sales promotion and clearance can be found everywhere. Even other floors of this shopping mall are marked with "10% clearance". In luxury brand floors, almost no brand has discount information. After consulting several brands, the reporter was told that it is difficult to discount unless you buy more than 100000 yuan at one time; Even if you buy more than 100000 yuan, the discount is very small.

Second, the age level is also quite characteristic. Unlike many foreign luxury brands, which are mostly consumed by middle-aged people, in many luxury stores in this mall, there are not only business people in their 40s, but also young women in their 20s, as well as many "family" buyers who "bring their families" to buy luxury goods. Many of them are carrying the luxury goods they just bought.

The reporter observed nearly half an hour in Hermes' store, and a dozen customers came to try on silk scarves and leather shoes. Three or four customers, including a man in his 40s and a young couple, finally returned with a full load.

A woman who was looking for silk scarves seemed very familiar with the shopping guide. After ten minutes of shopping, she bought three silk scarves at one go, each costing about 4000 yuan. "This time I want to learn from the lessons of the previous times. The previous times I saw several items but didn't buy them all. The next day I saw that the same design was sold out, and it was too late to regret.".

However, some brand salesmen also said that under the background of increasing anti-corruption efforts, some consumption is weakening.

Some experts pointed out that Chinese consumers are saving Europe to a large extent. Swiss watches, designer fashion, jewelry, perfume and leather goods, with the growing consumption capacity and changing consumption concept of Chinese tourists, many countries and luxury brands have paid unprecedented attention to Chinese tourists.

The reporter has visited various luxury goods exhibitions held recently in Beijing, Shanghai, etc., and found that many new European and American brands have set up counters in China for the first time, expressing their desire to enter the Chinese market. At the 2012 Shanghai International Luxury Life Expo, there were 100 top brands, one third of which entered the Chinese market for the first time.

The Swiss Association of Independent Watch Makers has displayed its customized watches in Shanghai with its eight brands. Some of these brands have set up offices in China and are planning to enter the market of China's first tier cities. The price of ordinary watches is about 200000 yuan, and that of customized watches ranges from 400000 to 600000 yuan.

The sales director of the brand "LANG&HEYN E" once told the reporter that domestic customers have paid more and more attention to personality and customization, and their pursuit of the brand has become increasingly high. Although brands used to take root in Europe, America and Hong Kong, China, they are more optimistic about the consumption capacity of the mainland. "In the future, we will shift the focus of Asia from Japan, Hong Kong, and Southeast Asia to the mainland of China, and are currently looking for distributors."

"Every Christmas season and other shopping carnival seasons, many British department stores are full of Chinese people.". Ms. Zhang, a Chinese who has lived in the UK for a long time, said that in London's Burberry factory store, even if there is no fitting room, many Chinese tourists queue up to buy, often seeing a Chinese tourist carrying several handbags of the same style.

Ms. Zhang said that in order to attract Chinese people, many large shopping malls, including Harrods in the UK, have successively installed UnionPay consumer terminals. Chanel and other specialty stores have also been equipped with Chinese shopping guides, providing more convenient services for Chinese customers, and also making sales keep rising. Some media have also created the word "Beijing pound", It is used to describe the pounds that Chinese people spend abroad. "The style with the landmark LOGO is particularly popular, which is recognized in China".