The Practice Of Luxury Goods In Chinese Market Has Changed Quietly.

If luxury or big brands are better than before in the Chinese market, who robbed their customers? After the 2016 annual bill of Alipay, Nacy, who has worked in the financial industry for five or six years, found that compared with the Alipay bill of the previous two years, in 2016, it had reduced some luxury LOGO in clothes, shoes and handbags, and had some new brands that had the main idea of lifestyle.

It has been learned that Luan Shaomei, chairman of Beijing spry outlets business, has publicly stated that in the future, the focus of its investment is shifting from luxury to more personalized brands.

The driving force behind personalized demand is the emergence of new consumer groups.

In a more popular way, consumers' demands are becoming more and more personalized, not only luxury goods, but also similar changes in entertainment, consumer goods and food industries.

For example, the mainland actress "four double ice" solid framework, these years are slowly deconstructing, it is no longer hard to find which star can call as many young people as they used to do.

Luxury brands are not very slow in this respect, and some luxury goods are slowly changing into

The brand with more designer elements, or directly acquiring similar brands.

For example, "up and down" is a lifestyle brand created by Chinese designer Jiang Qiong in Shanghai in 2008. Hermes group has invested 90% of its capital in capital injection.

Jiang Qionger, the founder, has been the CEO and art director of the brand, and has a remaining 10% stake.

It is understood that the "upper and lower" positioning of Chinese traditional handicrafts and contemporary design, 90% of the products made in China, including clothing, jewelry, tea sets, furniture, etc., but the price is high.

You can find a $4600 bamboo handbag or a $100 thousand Ming style furniture in your shop.

Although no luxury product has been launched for the Chinese market or the Chinese subdivision crowd for the time being, it has been paying more and more attention to diversification in the Chinese market before and after 2012.

"Up and down" is not the first brand in the Chinese concept of luxury group, as early as 2000.

The acquired Shanghai clothing brand "Shanghai" and the 2012 Kai Yun group's acquisition of Hong Kong's jewelry brand "Qilin" are all forerunners.

The director of the China duty free group board of directors has always judged that luxury goods will remain rational growth in the Chinese market in the future, but structural adjustment will take place. In the past, high priced watches and leather goods will increase slowly, while the demand for personalized and self dominated goods will grow.

Even the industry has come up with a more radical view: in the next three to five years, the old luxury goods will fall to the high-end consumer brands, and say goodbye to the era of profiteering. Diversification, individuation and customization will become the new thinking of luxury brands.

Bain divided the consumer groups of personal luxury into three levels in Pyramid: the basic level is the "light luxury" that some mass consumers can also buy, the middle layer is the middle end product which is slightly beyond their consumption ability, and the top is only the top product that only the rich people can afford.

Looking at the global market, the proportion of revenue gained by the luxury brands from the base level and the top level in 2016 increased by 10%, while the middle tier was shrinking.

This change shows that luxury goods are moving towards the poles: either to exit the luxury market, to specialize in high-end personalized mass products, such as the German luxury brand HugoBoss, to cut its brand, focus on high-end men's clothing, or to firmly maintain the high-end brand tonality, and to maintain growth through expanding product lines, for example, the Coach launched by leather goods.

。

Like local brands, luxury goods are facing the problem of brand aging in China. They should also try to face the new generation of consumers.

"Sometimes it does not start with a positive number, but starts with a negative number. It is a very difficult task to change from negative to positive."

Cai Yi said.

Moreover, China's luxury consumers are younger than overseas.

"A lot of luxury goods outside the consumer group are usually around 45 years old, but on the other hand, they should be in the 25~35 year old section."

Lili Capital Partners LCML founder Li Lan said.

Compared to the channel, the marketing side is the most easy to play the pattern first.

Not long ago, Papi sauce made a single product advertisement for the watch brand Jaeger Le Coulter. The product was mainly customized and sold at a price ranging from 30 thousand to 60 thousand.

Among the stars in China, Chen Kun, Donnie Yen and Zhao Wei are close stars of Jaeger Le Coulter cooperation.

Jaeger Le Coulter has taken a fancy to Papi's appeal to tens of millions of fans. With the help of Papi sauce, it can quickly face a new generation of young consumer groups.

For more information, please pay attention to the world clothing shoes and hats and Internet cafes.