"Luxury Luxury" Popular High-End Consumer Circle

With the improvement of consumption level, there are more and more customers who really pursue good design and quality.

When the traditional luxury brand is still extravagant, the existing mainstream fashion brands can not meet the double requirements of quality and design.

　　 "Luxury luxury" popular high-end consumer circle

The category of "light luxury" includes the small objects, gadgets of big brands, the brand of big brand, the style brand and the original designer brand.

The concept of "light luxury" was first used as a brand name from Moonsa, a woman's shoe brand in Florence, Italy, which was raised as the opposite of the fashion, refusing to update the frequency, the dazzling style, and abandoning the original design and quality assurance of the brand. In the view of Meng Sha, the real fashion should not be directly proportional to the speed of renewal, but rather the artistic creation of a good designer. From germination to popularity, the concept of "light luxury" has been in the market for several years in Europe. Now this new concept of consumption has spread to the East and has successfully entered the increasingly mature Chinese market.

Nowadays, in our consumer market, "light luxury" has also been set up.

In Hohhot, Victoria International Plaza, a reporter survey found that the main "light luxury" brand is concentrated in the B block, and there are a small number of A seats. After visiting Calvin Klein Jeans (Calvin Klein's secondary line), Coach, Sanna and other "light luxury" brand representatives, the reporter learned that Hohhot's "light luxury" consumption has matured, and most of the brand sales are on the rise.

Baotou's "light luxury" market is equally optimistic. In the Baotou Victoria commercial building, Amani Collezioni has been in residence for more than three years. Shopkeeper Guo Lina said that the price of Amani Collezioni is between 1000 yuan and 30000 yuan, with sales between 400 thousand yuan and 500 thousand yuan per month. Most of the people who came to buy business were business men, mostly male. "Consumer acceptance of this brand is relatively high, not only because it is relatively low relative to the international luxury brand, but also because its style is very suitable for consumers in the north. Over the past three years, sales of Amani Collezioni in Baotou have been increasing year by year at a rate of 120%. Such sales volume is the best embodiment of brand recognition in Baotou. Guo Lina introduced.

After in-depth understanding, the reporters found that some brands in "light luxury" not only possessed the noble lineage of first-line brand, but also had a great sense of design and uniqueness in appearance, and also considered consumers' pursuit of quality and fashion. Most importantly, their price level was acceptable to the middle end consumers. This is the best choice for petty bourgeois white collar and golden collar.

"Apart from these well-known brands, many independent designer brands occupy half of the" luxury goods ". These brands often have their own style, or intellectual, or female, or Jiangnan style. For example, "lucky Xiang house" belongs to a Chinese style designer brand. In the hearts of people, Chinese should be dressed in formal occasions, and "auspicious" is a modified Chinese style, which does not require formal occasions, and usually appears to taste when worn. Wang Jianxia, deputy manager of Personnel Department of Victoria International Plaza, said.

　　 Market demand is the main reason for the development of "light luxury"

Analysis of the industry, "light luxury" has become the current fashion trend, more for the reasons of the market economy.

In the 2013 China luxury report, 4650 Chinese high property consumers have found that many luxury brands have been abandoned.

The report believes that with the further popularization of fashion brands and the trend of fashion, and the rational growth of consumers, the premium space for luxury goods will be further reduced.

Therefore, the relatively low value of light luxury brands will cater to the needs of today's market.

"I buy" light luxury goods "basically for the sake of going out to see customers at ordinary times and having a face. I also want to reward myself for busy work. After all, work is tiring, and occasionally petty cash, enjoy life. " Fu Lei, a client of a media company, is not busy with his work today. He is free to shop in the mall.

As a few shopping mall with light luxury brands in Baotou, the Victoria business mall has its own consideration on whether it will introduce more light luxury brands in the future. Xia Jing, director of the first floor of the commercial building, said that the speed of "light luxury" brand development is directly related to the brand supplier's confidence, consumer's awareness and acceptance. The gradual increase of light luxury brands is the inevitable trend of every city. In terms of the Victorian commercial building in Baotou, the introduction of "light luxury" brand is a good way to "explore the road". In the future, we will introduce more light luxury brands and gradually close to the consumption habits of the first tier cities.

"In Hohhot, light luxury products already have a fairly stable consumer group, and this group is expanding. First of all, the rich class, who possess certain economic conditions and appreciative ability, pay special attention to social status and identity. Then the middle class white collar and golden collar, who value high quality and high quality pursuit of life, prefer to show their temperament. There are also some mass consumer groups, though they have limited purchasing power, but they have their own unique taste for all kinds of products. It is their goal to pursue brand LOGO blindly and prefer fashion products with cost-effective products. In their eyes, the appropriate consumption of "light luxury" is more for their own reward. Wang Jianxia introduced.

　　 Marketing is more diversified.

The popularity of "light luxury" consumption also stems from the increasingly diversified distribution of stores. Nowadays, not only is the segmentation of consumers more clear, but more importantly, the scientific setup and layout of stores, so that the development of "light luxury" category has more space.

Various types Flagship store The image shop and the experience store surfaced. These unique luxury brands spread all over the shopping malls, which greatly enriched the consumer's choice of purchase. "Light luxury" brand Marketing means Gradually mature and diversified, and make full use of the concept of light luxury to provide consumers with extraordinary experience. The consumption crowd of luxury luxury products is also increasing and tends to be subdivided.

"The new design of Calvin Klein Jeans over the past two years has given me a sense that the meaning of its secondary line is not so obvious. From design and sales, it can compete with the main brands, but the price is acceptable to the public." A salesperson from Calvin Klein Jeans said. This is largely due to the mining of Calvin Klein Jeans on product experience, such as fabric texture and color matching, so that when consumers purchase, they can not only feel the working details of big blood and original designers, but also find their own personality design.

Most of the "light luxury" brands do not have such a long history background and brand tradition of high-end luxury goods, and the direct benefit it brings is that they have greater freedom in promoting marketing. They can not only enter high-end department stores, but also be close to Prada (Prada) and Dunhill (Alfred Dunhill), and can also enter the fashion websites in a high profile for trial sale. Now, Jingdong mall, Dangdang, vip.com, "light luxury" brand is everywhere, sales are also very impressive.

"MiuMiu" is the brand of Prada (Prada), which is the favorite of fashion girls nowadays. Xin Mengtong works in a state-owned enterprise. When she likes to dress up most of the time, she brings up "light extravagance" and gets excited. "Buying online is much cheaper than a franchised store, and it can be assured that it is genuine. I usually take a look at the mall, and then buy it from the Internet.

In addition to online and offline sales, brand designers often carry out activities in front-line and second tier shops, chatting with consumers face to face and fashion. At the same time, small clothing launches will also be launched regularly in stores. These in-depth activities experience not only attract more buyers, but also make people more loyal to their own luxury brands.

With the improvement of people's consumption level and taste, the "light luxury" is getting farther and farther away, and the sales scope is more and more extensive. It has not only become the new favorite of consumers, but also has become the pronoun of the times.

In this age of quality of life, "light luxury" will surely create waves in people's lives.

　 How long is the "light luxury" good scenery?

As of May 2014, Luxury brand The annual reports and the latest quarterly reports have been released. From the earnings report, the days of luxury giants are really tough. LVMH, the world's largest luxury goods group, has a 4% year-on-year growth in sales, including LV and many other brands. The decline in operating revenue, including the red wine and fruit wine sectors, continues to slow down the growth of LVMH group in the Chinese market.

With the weakening of consumption, the decline in the performance of the top brand luxury goods in the luxury market has made it more clear with the development of good "light luxury".

Carefully, there are many reasons for the popularity of "light luxury" in China. "Affordable luxury" can ensure that consumers can get rid of the "fast fashion" worrying quality of products, and more importantly, the downward stretch of the "light luxury" price grade, so that more consumers can consume and greatly reduce the purchasing pressure. Coupled with the "light luxury" brand, it is easier to introduce new products in product research and development, so it can quickly fill in the psychological and market gaps left behind by the luxury brand after the ebb tide.

The brilliant performance of "light luxury" brand makes the fashion circle shout "light luxury". But after a series of high growth, some "light luxury" also shows a weak trend of growth.

In fact, "light extravagance" also has its own weaknesses. The first is the rapid growth of "light luxury", which results from a large number of shops leading to the growth of performance. Two, compared with luxury luxury goods, the consumers of "light luxury" products have lower stickiness and consumers do not have continuity. At the same time, big luxury goods will maintain core customers, but "light luxury" brands will not do so. They are in the light of the concept of "light luxury" and take the fashion. They need more consumers and more sales.

At the same time, with the development of market segmentation, more and more designers and fashion brands enter this field to compete and divide the market share. In addition, with the development of overseas purchasing market, many young consumers are no longer restricted to exclusive stores to buy luxury goods.