Why Do Chinese Still Like To Buy Luxury Goods Abroad?

Avery Booker, a consultant who studied the luxury market in China, published a comment two days ago.

He said: "despite the price reduction of luxury goods, there is no way to increase sales of luxury goods in China's domestic market.

The core consumer of luxury goods is more willing to go abroad to spend.

"If my Chanel handbag was bought in Paris, my friend asked," I can mention that wonderful trip by passing. "

Emmanuel Hemmerle, a luxury goods consultant, told reporters that Chinese consumers like handbags very much, which is one of the reasons why they continue to like shopping overseas.

McKinsey will buy

Chinese consumers fall into three categories: buying only overseas, only in foreign countries.

People who buy, both abroad and domestic, the third is domestic and overseas.

Competing crowd.

Due to the fact that the number of luxury brands and related single products is not large enough, Chinese luxury consumers will not be able to change the habit of "going abroad" again in the short term.

More importantly, some luxury brands of VIP are not simply price sensitive people. They will still be comfortably and comfortably shopping abroad for a better experience.

After the Chanel price cut, there was a long queue in front of the store. Some VIP complained that this is a very ungraceful thing.

Chanel quickly leveled the price, but failed to flatten the level of service in China and Europe in the near future.

After interviewed many luxury consumers, reporters learned that many of them had had an unpleasant shopping experience in the country, because sales services were very sloppy and unprofessional, and he had given up planned shopping.

"Some of the best luxury goods sales in Europe should be called shopping advisors. They know their brands very well, and they can accurately grasp the characteristics of customers, and only after courteous and thoughtful services do they begin to recommend the most suitable products."

Emmanuel Hemmerle believes that the service level of luxury brands in China is still very low. Some wealthy customers in China think salesmen are unprofessional, do not know themselves, just want to open the bill.

Customers will continue to shop in France for this reason even if there is no price gap anymore.

"People are the core issue of the luxury industry, but it is the most neglected and backward part in China."

Emmanuel Hemmerle said.

This also poses a new challenge to Chanel, Patek Phillippe and Cartier.

In its official statement, Chanel pointed out that the aim of price adjustment included "continuing to enhance the shopping experience of customers in boutiques". Next, how do you improve your experience and keep the most critical customers in China?

French luxury brand Cartier has just announced that its watches will be cut by 5% in Hongkong from April 15th, and the price range will continue to expand in the future.

In March, when Chanel first announced the sharp price cuts in China, Patek Phillippe, Tag Heuer and Prada, which claimed to "probably cut prices", have emerged in the luxury brands of price adjustment.