The Luxury Market Is All Caused By The "Golden Week".

After the launch of the "Golden Week", the blowout "overseas tour" opened the gate for overseas consumption of Chinese people. Whether it was Paris's old Buddha or the famous street in Milan, Chinese tourists could compete to buy famous brand.

In 2010 alone, Chinese consumers bought 10 billion 700 million dollars of luxury goods overseas, accounting for 1/4 of the global consumer goods market.

This is not the fact that Chinese people have enough money to afford to spend blindly, but under the temptation of huge price differentials, people see the benefits behind the exchange rate and the gap.

Take the same Chanel LE BOY women's bag as an example. China's selling price is 35600 yuan before the price adjustment, while the price of Spain (Europe's relatively low price) is 2850 euros, the tax rebate rate and the exchange rate are about 17195 yuan, and the price gap is close to 1 times.

Against the backdrop of the rise of purchasing agents, European students have a high purchasing cost of 1500~3000 yuan, which is more than half the difference in China.

And the hidden quality risk behind the purchasing agency has caused the brand reputation to be questioned. This is also one of the factors that cause brand attention.

The exchange rate factor was condemned by one voice.

The initiator of the price cut tide, but it only plays the role of "fuse".

The exchange rate of the euro against the renminbi dropped from 9 to 8, or even 6.7, and the exchange rate created a huge regional price difference. Chanel President Bruno Pavlovsky said: "

The price should not exceed 5% of the euro price. "

The global market is becoming more and more open, and the links become closer. "The price difference between Chanel handbags in Paris and China has caused great distress to the brand image".

What Chanel is putting forward is the new topic that the luxury industry must face in the development of China.

The domino effect of the luxury price is not only confined to the mainland market, but also to China, Hongkong, South Korea, Vietnam and Russia. Meanwhile, the European market has to increase the price by 20%, while the US and Japan maintain the original price.

The "anti-corruption New Deal" has become the straw that has crushed the camels.

Take the high-end shopping malls near a military area in West Chang'an Avenue, Beijing as an example. It has been standing for 5 years in an environment of undeveloped commerce, including Burberry, Armani and RIMOWA.

After the implementation of the "New Deal" in 2014, the passenger flow showed a significant downward trend. By this year, the luxury goods counters in this shopping mall have been "accessible".