How Far Can Luxury Goods Go In Beijing? Consumers Can Hardly Buy It.

When China became the world's largest consumer of personal luxury goods, in addition to the rapid expansion of luxury stores, the collection store that sold the "Hong Kong equivalent" luxury mode at discounted prices also appeared in Beijing. With the official appearance of the last month, the luxury discount Plaza in Beijing also highlights the trend of expansion.

　　 "The same price of Beijing and Hong Kong" appears

A survey by Roland Begg, a well-known consulting management company, shows that Chinese people have purchased 23 billion euros of luxury goods globally, and more than half of them are in countries and regions outside the mainland of China. Although China ranks first in the world in terms of purchasing power and development speed of luxury goods, a considerable portion of purchasing power has been lost due to the lower price of luxury goods and the renewal of styles in Europe and other places.

Last August, a luxury store called MIBC appeared in Hong Kong and Macao. Compared with the traditional luxury stores, the store uses "below the Hongkong price", "European synchronized goods" and "150 international two tier brands" as the slogan.

It is reported that MIBC is a multi brand shop, and its parent company, Hongkong Yumin group, has many years of operation. Clothes & Accessories And luxury retail experience. MIBC is a member store. If consumers want to enjoy their membership price, they must reserve 50 thousand yuan for membership.

This month, the first luxury store in Shanghai, which was jointly built by Tianya group, Lian bide group and Limited by Share Ltd in Waigaoqiao bonded area, was unveiled in Beijing.

When reporters visited the Gucci, Dior, Bally, Fendi and other international luxury brands, they were on sale.

　 Consumers are hard to buy.

Reporters went to Beijing on Sunday, the two luxury goods stores that advertised their "Beijing and Hong Kong equivalent". In the half hour of the mall, ten customers came to the store. The ten customers almost stayed at the store for about 10 minutes, but they returned empty handed. Subsequently, the Beijing Commercial Daily reporter went to the MIBC store in Hong Kong and Macao Center and entered the shop in half an hour.

A random reporter interviewed Mr. Zhai, who often buys luxury goods. He said he knew Beijing's "Beijing Hong Kong equivalent" luxury stores, and for the first time they looked for goods they wanted to buy, but they were disappointed when they arrived.

Zhai said that although the two luxury stores all advertised with "Europe synchronization, Beijing and Hong Kong same price", but when they came to the shop, they felt that the price did not have the preference of the merchants. The products were relatively less than the exclusive stores, and the styles were relatively single and the new ones were fewer.

In addition to the few styles and poor service, the store's source channel industry is being questioned by consumers. Consumer Miss Du said that although the store advertised its source of supply as authorized by the manufacturer, consumers would rather spend more money as a consumer in the exclusive store.

　 How far can we go in Beijing?

It is understood that the core competitive advantage of MIBC luxury European member stores lies in its direct channel through the establishment of the advantage with the international first-line brand, and the brand new products are sold at the same time with Europe for the first time and synchronized with the international market in terms of commodity prices.

And the luxury Plaza, which is called "the same price of Beijing and Hong Kong", "the same quality of the whole world, the same name of the whole world", has the new updating speed and price advantage.

For the "Beijing and Hong Kong equivalent", the purchase of the shopping mall of the mall is not a positive response, but rather vague. MIBC sales consultants said they could only compare their own prices. The Beijing Commercial Daily reporter interviewed several consumers who had considerable purchasing power. They said they would not shop here, and they did not value the sales mode.

Zhou Ting, the president of the Institute of wealth and quality, has said that although the MIBC mode has broken the brand's possession and control of luxury goods, it has provided a "private" space for customers who buy luxury goods, and there will be great room for future development. However, this mode still needs to be tested by the market.

"Beijing and Hong Kong parity" store ultra-low bag rate, ultra small passenger flow to bring greater challenges to this mode. According to the insiders, the mode of "Jinggang price" is to attract outflow consumers to shop consumption, but most consumers with purchasing power are relatively keen and harsh on their styles and prices. Once they are found to have a little discrepancy with their advertised contents, they will affect the bag rate and the trustworthiness of consumers. If they want to get a firm foothold in Beijing, MIBC and Kai Shang Tian Ya luxury plaza should review their deficiencies. After all, excellent price, latest style, professional service and after-sale guarantee can make it stand firm and be recognized by consumers.