Women Are The Loyal Fans Of Luxury Goods.

In 2015

In consumption, men's articles greatly shrank.

Among them, the overall sales of men's clothing decreased by 12%, ranking the first drop, followed by the watch category.

While women's clothing grew by 10%, jewelry and cosmetics increased by 7% and 5% respectively.

Bain's research report once again proves that women are the loyal fans of luxury goods, while male consumers are more likely to abandon them.

Although in order to maintain the brand image, luxury goods are often reluctant to appear in stores.

But in the first half of this year, led by Chanel, the price of luxury brands was prelude. The number of classic products was cut by 20%. After that, GUCCI began to promote sales in the country stores, and more than 2/3 of its products fell by more than 50%.

Such marketing behavior is too intense for some "conservative" luxury goods industry.

But the result of the price reduction of these two brands is that the effect is obvious: there is a long queue at the entrance of the shop, and customers rush to buy their favorite products in the store.

This is a rare and lively scene in the luxury stores all day long.

The sale of goods was sold out.

Prada, a strong Chinese player, released a rescue strategy after its performance in the third quarter of 2015 (up to October 31, 2015) is still declining. In addition to reviewing its development and further reducing its costs, it will also implement global coordinated pricing and raise the price of the European region.

The company gave the specific goal of narrowing the gap between 35% of the current European and China prices to 10%~15%, thereby keeping Chinese customers in local consumption.

In addition, in order to guide the return of consumption, relevant departments in China have also issued some policies.

For example, since June 1, 2015, tariffs on 50% categories of most high-end products, including clothing, shoes and cosmetics, have fallen by 50%.

In December, the Ministry of finance again announced that it would moderately expand the scope of tax reduction for daily consumer goods in 2016, and temporarily reduce import tariffs on goods such as luggage, clothing, scarves, blankets, vacuum thermos cups, sunglasses and other commodities with relatively high import tariff rates and relatively large import demand.

How much can tariff concessions finally bring to luxury goods?

According to the relevant employees, as one of the taxes and fees, tariffs only account for about 10% of the final retail price of luxury goods.

If the first step is to reduce 50% first.

The price of the corresponding products in China will be reduced by 5%~8%.

"The honeymoon period of international luxury brands in China has passed."

An insider who once served as the sales director of the world-famous watch brand said.

Two years ago, she moved to a luxury electric business website.

In her view, the past ten years of Chinese luxury goods have gone for ever, "now the market is unlikely to meet customers who have not paid for the difference between the mechanical watches and the quartz watches."

But she also said that the price adjustment and other behaviors at least indicate that luxury brands are in action. Most luxury consumers are still price oriented. Once domestic and foreign prices shrink to a certain extent, they will stimulate some consumption, just like the panic buying fever in 2015, but the final reduction is still doubtful.