“China machines base already quickly from a luxury, become a luxury to consume base “ . Suffer the general manager of WGSN Asia-Pacific division that visit to breath out Reese to say: “The Chinese is repeating in those days the luxury consumption of Japanese is enthusiastic. Japan of 80 time later period is immersed in 20 centuries ‘ the mark is infatuated with ‘ , caused big fight of an extravagant brand, height of luxury group first time is united and the heart is not had by look for ground uses all idea in same on consumptive market. This one situation repeated in China again now. This one situation repeated in China again now..
Although had gone two years, but return meeting somebody to mention constantly ascend happy road to be in Beijing “ 798 “ that activity that do — Halley motor motorcade is aided blast, have Cui Jian‘s concert, still have local color of of all kinds Beijing fastfood. Send right organizer greatly as that, old 旻 tells this print the reporter, her idea should attract young customer namely at that time, let ascend happy road to become a few more traitorous. People always says this sign is “ British gent “ , but this image is ambiguous all the more, everybody says not clear “ British gent “ what kind of, appear only the age is some older. Arrived 2007 between 2008, all sorts of activities of luxury brand emerge in endlessly, everybody will to the spot look twice, drink on cup wine goes, that school that enters happy grade is much to wanting to leave the visitor after a while, those who listen to Laocui rock and roll.
Enter happy grade young the move that change begins from 2004, they sign the name of a river in Shaanxi and Henan provinces of · of heart of star fur coat, its are publicized in the whole world new form, on the home market at that time, publishing the product that happy road sells best is “ Porchette “ vanity, coriaceous England is produced mark a price 8000 yuan of RMBs, skin and canvas Turkey are produced mark a price 2000 multivariate. “What this vanity sells very much is good, a lot of middleaged men install mobile phone, purse to wait with it sundry, the packet that returns somebody to run in LV inn to buy the sort of outfit to wash gargle things is become vanity, after a period of time of popularity of this kind of vanity disappeared from the scene basically, this is fashionable delicate place. Some kind of product, used person is more, you can discover a lot of people that ought not to use this thing originally also are being used, then you need not, everybody also need not. “ because had left to enter happy grade,perhaps be, when old 旻 respecting lets the vanity of person awkwardness this very candid, “The likelihood that buys luxury is wealthy person, but of dominant fashion is those well-educated people more and more “ .
Sea route of Shanghai the Huaihe River is 796 to enter the new meeting place that cost happy a road makes 300 million yuan, what be aimed at here is those are in shop most the client that agrees to spend money, year 10% what consume 200 thousand yuan of above, but the 50% above that can hold sale, inn is long can remember these clients the name of everybody. Another kind most getting attention client is the young group that buys for the first time. In fact, every brand is in contend for young customer. Be about to greet the Shanghai that otherworldly rich meets, also bring numerously luxury flagship store lays a foundation or kick off, LV has chosen the place of new flagship store, si Woqi group is contributive, what will finish peaceful restaurant before Shanghai world rich is met is reparative, transform the restaurant that stays freely for center of shop, exhibition and global artist. The high-quality goods inn of flat market layer will use Yusiwoqiji the brand with the most extravagant group, include treasure Ji, Bao Po and Europe rice eggplant.
Silver-colored peaceful center, the top structure on Beijing Chang‘an Street, a bazaar also makes the gather land of luxury. The personage inside course of study says, a of big market, it is the area with most intense contention of top class brand, brand of a gleam of can have the place here, and the luxury group that numerous brand forms, in race to control bigger effect can produce in the wrestle of a position. If advertent these brands are in the change of market position, what can see the market competes is intense.
“Name of Swiss Tuo flywheel expresses inn “ a when be located in Yin Taizhong heart, this is Si Woqi group opens the 15th in the whole world “ Tuo flywheel name expresses inn “ , also be the 2nd inn of Asian area, sell the rare watch with Si Woqi subordinate group technically. President of division of China of Si Woqi group Ms. Chen Suzhen, valuable assistant wears a watch each, introduce to this print journalist, left hand is elegant Gai Deluo this (JaquetDroz) , the right hand is Gelasudi this one (Glashutte) , this is below Si Woqi banner two relatively new brands. The fixed position of this inn is watch appreciator or the person that watch is collected, since inn name is included “ Tuo flywheel “ 3 words, also indicating its value naturally is mostly in 7 digit. There are 3 comfortable cubbies in the shop, it is 3 themes respectively — Blancpain of treasure Ji Breguet, Bao Po and Gelasudi, the client that selected corresponding brand can sit in corresponding room, “We such inn does not need stream of people, we must build a relaxation environment for our consumer, let him slowly appreciate is expressed only “ . Ms. Chen Suzhen says. 7 years ago, she enters Si Woqi group, 7 years, siwoqiji has had 16 brands to be introduced below round banner China, sale also twice grows. “In Basel the watch is exhibited this year on the watch that see, in the inn that we can come to after half an year about, after all the time with the watch proper need of these complex functions will make, but the watch inn of Beijing, Shanghai, we can accomplish global synchronism to appear on the market. We are valued very much to Chinese market. We are valued very much to Chinese market..
By July 2008, kadeya opened store of 3 high-quality goods at the same time in Beijing, be in center of He Yintai of well of king government office, Ya Yun Cun respectively, the Kadeya before this has had 3 stores in Beijing, it is to kick off the inn of peninsula of king government office 1997, trade inn mixes the country 2001 2006 100 fill store, drive before the Olympic Games to add Beijing store 6, also showed Kadeya to be opposite the confidence of Chinese market. Kadeya is silver-colored peaceful inn by Bruno Moyin accept heart (BrunoMoinard) design, continued Kadeya “ cupreous lubricious concept “ the design marrow of high-quality goods inn: The wall outside black marble, golden copper lubricious fascia and ornamental engraving are decorated.
In September 2008, silver-colored peaceful center the store of be an official love a horse of 342 square metre opens, this is the brand shop with the largest area of land of the home in loving Ma Shi to be in, it is the 3rd inn that is in Beijing, presiding apparitor captures whole world of be an official love a horse in handkerchief spy · holds Mass in the palm (PatrickThomas) undertakes cut the ribbon at an opening ceremony for new store. Petrick Thoms is the CEO that be an official love a horse is not familial member the first times, he issues two clear signal in the beginning of assuming office 2006 — the first signal, love Ma Shi to won‘t sell, more and more extravagant brands are run with group form, capital enters luxury industry, drive and buy, although be an official love Ma appears on the market, but the decision making authority that familial member still carries very old rate. The 2nd signal, be an official love a horse is absolutely won‘t “ go downward “ , numerous and extravagant brand rolls out appurtenant brand or deputy line brand to attract labour firewood estate, in an attempt to more profit, but Thoms thinks, this is the child that capital invades luxury market, stand by to public marketplace, large quantities of quantities are produced, nature can make more money very quickly, but be an official love a horse can hold to his former brand fixed position absolutely.
Lei Rong of president of division of China of be an official love a horse sends gentleman criterion to come with the view of a kind of extreme the fixed position of be an official of illuminate love Ma: “Loving Ma Shi is not luxury, however handicraft. Each product that loves Ma Shi is by a craftsman handiwork is made finish. You find the name of the craftsman that makes this package inside the bag that can love Ma Shi in each. “ what provide evidence for this is, be an official love a horse plans to roll out “ luxury brand of China “ , with China be about to the compose of handicraft ability law of be lost is built. The outside guesses generally, this brand can be concerned with Chinese silk, embroidery, ms. Chen Wei of be an official love Ma is right this print journalist says: “This will be a complete Chinese brand, is not to love Ma be an official to use Chinese element to roll out series product or child brand, of course the investment on the fund that this backside can have be an official love Ma and management. This brand is the esteem of traditional to China handicraft, also be the attention of pair of China markets. Also be the attention of pair of China markets..
Luxury more and more favour China market
Speed of set up shop, general by regard as the index that a certain brand develops, add how many store newly every year, show the capacity of this market and potential, and the driving force that every square metre increased how many sale in storefront is brand development.
On June 6, 2009, the 28th storefront that GUCCI is in China — the new flagship store of 1600 square metre opens to shop at international of Shanghai gold eagle square, creation chief inspector Freda Zhannini (FridaGiannini) is special designed “ ShanghaiDragonbag “ . It is reported, GUCCI plan opens 2 ～ newly in China this year 4 new store, the presiding apparitor of GUCCI Pateliqiao Dimaerke (PatriziodiMarco) says, predicting GUCCI will open 40 store in China. The data that answers relatively with this is, they own 70 store in Europe, there are 50 stores in Japan, dimaerke says to Reuter reporter: “Be in China so big market, 40 inn are not beyond the mark, we did not contract, we value the progress of Chinese market future more. We value the progress of Chinese market future more..
Opening around of Shanghai flagship store, shanghai citizen also is in “ news morning paper “ on saw GUCCI makes the ad that changes sales promotion. This best showed the state that at present luxury consumes, put down figure to cater to consumer on one hand, on one hand future of with a view to, await the rapid development that falls one round. This CEO of GUCCI ever expressed in the beginning of the year, he is being passed reduce crop and product breed in order to reduce cost, what enlarge GUCCI is intermediate series with counteractive economic depression. He says he is beginning to consider how to build new store, and quicken its to turn to gain, he still says, will continue to add new store in the Asia this year. GUCCI was in China 2008 the growth of the market is 42% .
The luxury group LVMH with the greatest whole world is announced recently, turnover is 4 billion euro first quarter this year, drop compared to the same period 7% . And last year annual, this group is subordinate and horological drop compared to the same period with the sale of gem 41% ; Bishop and firewater drop compared to the same period 22% ; Perfume and cosmetic drop compared to the same period 11% . The banner leaves the PPR group that has GUCCI brand, the turnover first quarter drops this year about 4.9% . PPR group controller expresses, the market is apparently atrophic, particularly difficult is horological with gem market. The concussion that economic crisis brings to luxury industry begins from 2008, one when company of American shellfish favour will release last year in October consumes a report to say about global luxury, global luxury sale will decrease, growth rate was only 2008 3% , sale is 220 billion dollar, add fast far under 2006 9% with 6.5% 2007.
Chinese luxury industry is in go a few years to be in with the speed of 20% above all the time growth. 2004, an Yonghui statistic of plan division office, chinese luxury consumption is 2 billion dollar, to 2008, 8.6 billion dollar, whole world owns total of Chinese luxury spending rate 25% , seize runner-up throne already firmly. England seeks advice from company OC&C to predict, the dimensions of Chinese luxury market will be added in next year to 12 billion dollar, will exceed Japan. Although such data, also cannot consume portion to make judgement to Chinese luxury truly, the consumptive data because of Chinese churchyard cannot the consumptive contribution of consumer of China of bona fide report, wait for a reason because of custom duty, the more consumption of Chinese luxury consumer has carried travel or business actually, contribution gave foreign market, the China in each country consumption contributes the statistical data that does not have collect at present. In relevant report of abroad, only “ buy luxury to resemble buying Chinese cabbage “ relevant exclaim, for instance, the report that comes from Japanese media says, this year Spring Festival around, chinese passenger is consumed on average in journey of Japan for two hundred and four thousand five hundred yen, among them Chinese passenger individual shops highest amount to 3.3 million yen, first what reside each country. And French media says, christmas is overnight last year, a Chinese passenger bought the French red wine of nearly 50 thousand euro at a heat in shop of Dai Gaole airport.
The specific portion of Chinese wealthy person grows statistic, china tastes the actual contribution of the industry to luxury, because of China‘s current opaque statistic reality, any statistical orgnaizations are afraid cannot get truly exact statistic number. But although be below such premise, 2009 first quarter, consume in global luxury low below confused setting, the luxury consumption of Chinese churchyard still is maintaining the growth of 15% , solemning is a port.
Then, at the beginning of June, in Reuter “ elite of global luxury brains is collected “ on, the serious attention dot of public figure of numerous luxury trade is, how to enlarge sale of the market, market that extends developed country and developing country, price that pays attention to luxury and value, exciting luxury. China is the future that each expert thinks consistently main market. England is high-grade red of lion of dress brand elegant style (of Aquascutum) before CEO King Wense (KimWinser) says, economic crisis can promote the speech of consumer of luxury line of business right, the luxury demand of China, India and middle east area is exuberant all the time. Jieniya also expresses, prepare somewhat to be in the company when economy anabiosised 2010, new store will be opened in Chinese two sides of the Taiwan Straits and Singapore this year. The sale status of these areas is more more driving than the mature market such as Japan and United States.
The United States “ commercial weekly publication “ report of issuance a consumer says from this, if luxury brand can pay close attention to the demand of Chinese client, so China can be when other market decline, become “ the heaven of luxury “ . The reason that this report analyses luxury to grow ceaselessly in China — the first be consumer is hopeful, especially those 25 years old of young consumer that reach 35 years old, among them most person shows, in future 6 months will compare the past 6 months spend more money, believe Chinese government can spur economic growth. The 2nd element is beginning to improve his life quality at China‘s burgeoning middle class, year of income with this one annual group maintaining the growth of 10% . The 3rd element is, the life of those super moneybags does not have China get the influence of economic depression, the crowd that individual net assets reachs level of 1 million dollars has been on the world be among the best of candidates. The to table a proposal of Chinese market strategy that this report returns pair of extravagant brands — the luxury that offers low, want to have vogue guiding and education to new customer, also offer newest top class kinds or types of goods, high end consumes a group to find the kinds or types of goods of newest design very hard in the shop of Chinese inland, so total overseas is consumed.
The Mai Xide that once had held the position of CEO in Amani and Ralph Laolun says, luxury brand has two main factors — exclusiveness and let consumer daydream, namely the history of the brand and culture, “The psychology that this both can cater to Chinese consumer “ . A report that comes from Nielsen says, on Chinese market, price tag still is a main factor, people judges product quality with the price, and the brand is in China still is rich the label that the people that rise goes after, the meaning with this kind of implicit label, literate still with character.
In fact, china machines base already quickly from a luxury, become a luxury to consume base, their positive and negative comes over, affect the production of luxury thereby through affecting the demand of luxury.