Consumers Abandon The Luxury Brand Of Small Luxury Brands

Rhodes PR and Ipsos market The research group jointly released the report on luxury goods in China, pointing out that as China's luxury consumer market has matured, people in the past have concentrated on consuming a few luxury brands. The demand for luxury goods by some high-end groups is not only high-end, but also unique. It is expected that the high-end, niche brands and new and new luxury brands will usher in a rapid development in the future.

　　 A luxury brand has been abandoned by Chinese consumers.

Recently, the Institute of wealth quality released the China luxury report also pointed out that according to the Institute's survey of over 4600 luxury core consumers, the escape of high asset core consumers will further intensify in the future.

　　 High-end consumption pursuit of uniqueness

China is the most robust market for luxury goods sales in the world. Reporters yesterday learned from the latest report released by the Institute of wealth and quality that although the global luxury market is facing many pressures in 2013, the total capacity of the global luxury market will still reach a record $217 billion, of which the total consumption of luxury goods in China will reach US $102 billion, that is, Chinese people will buy 47% of the world's luxury goods. It is the undisputed largest customer in the global luxury market. However, with the maturity of China's luxury consumer groups, the trend of luxury consumption in China is changing quietly, and luxury brands have encountered unprecedented challenges in China.

"Our VIP customers used to be a big fan of international luxury brands, but their attitude towards luxury and luxury has changed a lot in the past two years." A Guangzhou company specializes in making advanced customization. clothing The brand responsible person told reporters that the VIP customers of the brand store amounted to 100 thousand yuan a month in the store. Before these VIP customers bought clothes, jewelry, shoes They really admire the big names such as LV and Hermes, but now they prefer to come to customize and wear "unique" clothes to attend various social occasions.

According to the person in charge, this kind of consumption change is due to the fact that more and more high-end consumers find that the international luxury brands no longer make them feel "honorable". "When they attend various social occasions, they often find other guests wearing the same clothes, so that they feel embarrassed easily. These consumers tend to prefer advanced customization. Designer Design and produce according to the proportion, popularity and temperament of your own body. clothes To create "unique" clothing.

"With the rapid maturity of China's consumer market, we find that luxury consumers are less and less trusted in luxury brands." Yesterday, Zhou Ting, President of the Institute of wealth and quality research, told reporters that in the past few years, there were fewer luxury brands to enter China, and we all concentrated on consuming several brands. However, with the increase of sales volume of luxury brands in China, a large number of stores expanded, which attracted many high asset disusers' dissatisfaction. "Now that there are more and more brands coming into the market, there are more and more high-end high-end niche brands that can be chosen."

It is reported that the Institute of wealth and quality has been researching for three consecutive years, with high asset consumers whose assets are over ten million, and hundreds of millions of assets of super assets. The respondents include 15 cities from Beijing, Shanghai, Guangdong, Shenyang, Zhengzhou and Chengdu.

　 Double digit growth in overseas shopping

Another factor that China's high-end luxury consumers are turning to luxury consumption is their dissatisfaction with the quality of service of international luxury brands. According to the survey, up to 92% of consumers are dissatisfied with the luxury brand's service in the local market, and the lack of knowledge and unsatisfactory customer service in the local market makes consumers choose overseas shopping. According to the report from the Institute of wealth quality, the domestic consumption of China's luxury goods market will reach US $28 billion this year, with an expected increase of 3%, but overseas consumption will be further strengthened to 74 billion US dollars. {page_break}

Zhou Ting said that China's luxury brand service is relatively large compared with foreign countries, that is, the gap between shopping experience and shopping service is quite different from that of other countries, so the consumption loss is also serious. "In 2014, Chinese consumers' preferences for overseas consumption will continue to grow strongly, and the number of luxury consumers going overseas will grow by two digits." Rhodes, general manager and senior vice president of Shanghai public relations company, said.

Fakes weaken the attractiveness of luxury goods.

In addition, the increase in counterfeit goods has further reduced the attractiveness of luxury brands in China. According to the introduction, the first-rate luxury brands are the worst hit areas of fake products, and the spread of fake commodities has made many consumers gradually abandon these brands. "For example, a small white-collar worker bought hundreds of dollars on the Guangzhou subway, but a rich man found that he had spent thirty thousand yuan on the bag, but he found that the fake bag was everywhere in the street, so the rich man might no longer use his own bag." Zhou Ting said, in the survey found that this phenomenon is very obvious. "Counterfeit damage to brands is very large, which is an important reason for accelerating core consumers to escape first-line luxury brands."

From the Research Institute of wealth quality research shows that the current domestic consumption People are more interested in designer brands and high-end niche brands. These two kinds of interest are constantly increasing.