The Luxury Investment Chain Is Shaping Up To &Nbsp; China'S Luxury Feast Is About To Debut.

In June 23, 2011, Italy luxury brand Prada Wenzhou store was officially opened.

A total of ten global limited edition bags, priced at 20 thousand yuan, were sold out; the Prada alligator bag, valued at 270 thousand yuan, was taken away in less than an hour.

For mainland people, such news is not new.

But in the eyes of the industry, this is a clear sign that Chinese consumers are strong and persistent in their consumption of luxury goods.

Ouyang Kun, chief representative of the World Luxury Association China Representative Office:

Once China has won the laureate of the world's largest consumer of luxury goods, it is easy for others to take it away.

Ouyang Kun:

The World Luxury Association is China's chief representative of the World Luxury Association. The World Luxury Association is an international non-profit organization. It regularly publishes the global luxury report.

The World Luxury Association predicts that in the first quarter of 2012, China is expected to surpass Japan as the world's largest consumer of luxury goods.

Ouyang Kun, chief representative of the World Luxury Association China Representative Office:

There are two aspects of sustainable growth that no country can match.

One aspect is Chinese consumption, which is younger and younger. It belongs to the two generation while consuming.

The second factor is that China is too big, too many people do not know luxury goods, and many people have not yet bought luxury goods.

During the Spring Festival every Spring Festival, the 100 thousand armies send out to the field. When they return to their hometown, they take their own LV and bring their own Hermes. No matter what they really are, at least they bring a signal to the countryside, to their hometown and to the county seat, that they can represent a culture of the main stream City, so these people are striving to go to the city and want to enjoy a mainstream life through the culture of luxury goods.

When the economic crisis swept the globe, luxury consumption in Europe and the United States entered a rare freezing period.

The Chinese market has gone against the trend.

According to Ouyang Kun's analysis, the global luxury industry takes the lead in getting out of the crisis.

At present, the annual growth rate of China's luxury goods industry is around 25%.

This is almost impossible in the already saturated Japanese market and mature European and American markets.

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Objectively speaking, luxury companies have very strong pricing power.

They are relatively less affected by factors such as raw material prices and labor costs.

In addition, luxury audiences are mainly high-end people.

This group of people is relatively strong in fighting against the financial crisis.

Even in the Japanese market hit by the earthquake, luxury consumption rapidly returned to the pre earthquake level in the two months after the earthquake.

And in China, there are a group of special consumer groups supporting the growth rate of the luxury market.

Caixin "new century" weekly reporter Fan Junli:

We often see in the shop of this name that two men are buying a bag, which is not seen abroad.

Two men, a secretary who is usually an official, and the other is paying the bill.

For example, I heard that there is a very valuable spectacle, it is probably 20 thousand yuan, 30 thousand yuan a pair.

When the glasses were first introduced into the Asian market, such as Japan and Singapore, they felt that they could not sell, so when they set up in China, they thought that China could not even say that they could not sell it.

As a result, a pair was put on trial and sold 10 pairs in one month.

This group of glasses belongs to government officials.

Because they belong to a hidden bribe, that is, he wears a pair of glasses, you can not see how much he is, but if you drive a luxury car or buy a mansion, it is well documented, but no one would have thought that if you wear a pair of glasses, you will have 30 thousand Yuan glasses.

In the eyes of the industry, China's special consumer groups are good for sales.

But the development of brand and industry is not quite the same.

Many buyers pursue luxury goods only on price, but not on brand stories and creative ideas.

This in turn has led to the fact that luxury companies operating in China always show differences compared with their parent companies in Europe.

Comparing the global luxury report in recent years, Ouyang Kun found that besides the rapid growth of local purchasing power in China, Chinese luxury goods abroad have also become a blowout trend.

On the one hand, overseas purchase has a slight advantage in price, and goods are complete.

On the other hand, Chinese consumers are not satisfied with the domestic market.

Ouyang Kun, chief representative of the World Luxury Association China Representative Office:

The domestic market is rather chaotic now. Many brands think that they can even afford to spend their own money in China, because the domestic market is too much fake goods and too many counterfeit goods.

Basically, in Europe, three months are required to train employees in the store. The concept of various services is a standard.

In China, it often has no such thing.

You go to the shop to chat with employees. You say I buy this bag, every bag has a designer for every product. You are not a production line. You tell me about the culture of this package. Who can tell you this? Sorry, you stay first, I'm busy here.

It is precisely to see the big picture of the Chinese market and all kinds of chaos existing. Since the beginning of last year, the top brands have begun to spend heavily on the right of agency, and only by doing the direct store mode, they control the brand value.

At the same time, the speed and quantity of their shops in China are also very exciting.

Take the British luxury brand Burberry (Burberry) as an example. At present, he has 53 stores in China.

According to plan, in the next five years, this figure should be increased to 100.

Compared with big international brands, the second tier brands also do not show weakness.

Coach, the US luxury brand, plans to open 11 new stores in 2011, and has opened 30 new stores every year.

Ouyang Kun, chief representative of the World Luxury Association China Representative Office:

Luxury goods in China will have a long gold rush.

But what is the last comparison?

Compared to the luxury layer, the value between the brand and the brand is higher, and whether it can survive in such a long consumption period, it can survive and survive, that is, the vitality of the luxury enterprise is being tested.

Once a lot of consumer groups, because luxury goods consumption in China's first tier cities, they continue to criticize the brand, why do they think I like your brand, why do I buy your brand?

It is a trend that stems from many Chinese consumers.

Therefore, his brand test is also a brand once given to himself.