Re-definition of 'luxury' is not just price April 8, Chanel announced price cuts in China, has become down dominoes Flanagan fingers. Cartier, Christian Dior, Versace, Tag Heuer, Patek Philippe and other luxury brands, then announced the decision at 5% to 20% of the China price fluctuations, as well as European prices. Chanel is located in Da Wang Road shop, shoppers, long queues, waiting for security to the guests explained:. 'The shop more than a certain number of people can affect the experience of other guests, please go later,' at the same time the Shanghai Plaza Chanel shop, there is not much goods store, the queue of people asked anxiously out: '? What bags,' 'did not, and do not wait for me to buy a 2.55 gone, classic out of stock, you still! go to other stores to see it. 'This scene, done before the clerk of the Chanel Miss Liu used the word' unprecedented 'to describe. Chinese-style negative growth of necessity 'not into OUTLETS', 'no discount', Chanel, Louis Vuitton, Hermes and other luxury brand for decades has always been a strong stance.
French boutique federation representative of China Liu Zhao 'commercial value' told reporters: 'I early 1990s to enter the luxury goods industry, during which the euro is no matter liter is down, a luxury in China has never been adjusted price . 'However, in the above the European market 30% to 40% of the price pressures, China's luxury goods counters ten consecutive years become' experience 'stores,' the guests into the store basically looked good style and price, Either try a good number, and then go to Hong Kong, Europe and buy. 'Chanel did clerk Miss Liu recalls. March 2015, the price of the upcoming Chanel news spread like wildfire. Liu Zhao was excited, he said: 'Chanel initiative to cut prices if it becomes true, then it will become a landmark of behavior we look back five years later, the price cuts will affect the development of the luxury goods industry if it is true. I would very much appreciate, very admire their approach so! 'Voice hardly ever, April 8, Chanel will use the nearly 1 million' diving style 'price in return everyone's guess. According to the 'Bain Report' data: China's domestic luxury market in 2014 total spending of about $ 18.5 billion, down 1 percent, the first negative growth. Only in 2014, the entire Beijing luxury stores in addition to having a landmark, the size of the flagship store Shin Kong stores, ITC, etc., almost all stores passenger drop as much as 50% to 60%. At the same time, mainland Chinese consumers overseas luxury consumption has risen by 9 percent to 380 billion yuan, accounting for about 30 percent of the global luxury market. Such data allow the consortium behind the luxury to re-examine and evaluate strategic Chinese market. Why do Chinese people have money, but refused to domestic consumption? Chinese style behind negative growth, in fact, already arranged a series of inevitable. 'Luxury' family history Luxury (Luxury) is defined in the international community is - 'a people's survival and development needs of the range, with a unique, rare, exotic features such as consumer goods', also known as non-necessities.
Especially during the war years and the Great Depression, the 'luxury' is particularly valuable, but also more likely to be deified and looking up consumers. In 1910, Ms. Chanel in Paris Kampen 21st Street opened a hat shop, and soon World War I began, Europe has entered a recession. After the war Chanel product line extended to the women's field, followed by another World War II, the War of people for fashion and luxury goods no effort to enjoy, the brand is also no room for much growth. Until the early 1950s, the world economy perk up, Miss Chanel was in the 70-year-old once again run their own brands. Vorgan · 拉茨勒 'brings rich luxury' is defined in the luxury bestseller: 'Luxury is a whole or in part by the respective community considered luxurious lifestyle, mostly determined by the product or service.' And a important criterion brand ranks among the luxury goods, it is recognized from high society. The 35th US President John F. Kennedy's wife Jacqueline wearing a Chanel suit often in the public eye, from the beginning of 19-year-old Princess Diana was already a fan of the Chanel brand, post-war recovery of Europe's social aristocracy and high society led Chanel brand communication, the brand started the hat shop sent a 'luxury brand' throne. And many luxury brands like Chanel, also in the business success after World War II. Dior in 1947 was held in Paris for the first time fashion work conference, from a little-known design studio, became a huge multinational companies, and derivative operating items: bags, jewelry, scarves, shoes, and other products . Although the LV early in 1854 to create a brand, but not until the nineteenth century was opened its first store. Hermes saddle making known after the end of the First World War began producing belts, bags, gloves and other accessories, in the 1950s because of Monaco Princess Grace Kelly used to make Kelly bag became immortal classic luxury in a single product price up to more than 50 million yuan. Once deprived of their liberty and wealth of people's war, unprecedented material affluence desire. Confident mark early stage of development in 1979, when China was also a gray shadow, Pierre Cardin fashion concept for the first time to China, people experience the 'capitalist countries' fashion show and fancy dress, began to enjoy the beauty cosplay costumes for sale and substance produce longing, through the entire 80 years of the sidelines, the early 1990s, Christian Dior, Louis Vuitton, Cartier and other brands began formal 'test the water' Chinese. With the new consumer attitudes to get rich first group of consumer-driven, China's luxury market has formed a shape. Most of the early luxury brand in the palace Hotel in Beijing, International Trade, Shanghai's Portman, Guangzhou Garden Hotel this five star hotel set up counters, there appear only target customers. That time POS machines has not been popular, luxury stores often appears holding a wad of cash, 'Kuanye' get rich first group of people, the hand bag from Montagut replaced by Louis Vuitton, the community also appeared brand LOGO a person as the decision whether 'success' of the trend. This is the initial stage of luxury consumption in China, but also Chinese from poverty to great wealth of material important turning point.
After 2000, the luxury brand in China began to spring up, Vacheron Constantin, Tiffany and more brands into the Chinese market, those waiting for the guests of the seller no longer complacent, brand warfare waged. '2004 hit the country 'Imperial Ancestral Temple Fung Watch Fair', the whole world almost all high-end watch brand in front of people, this can be considered a point in time, it is the Chinese market for luxury goods completely liberalized the signal.' personally penned the showcase event of Liu Zhao remember this. As China's economy accelerated, GDP continues to rise, luxury is no longer exclusive pyramid on. Some middle-income consumers can pay a few months, to satisfy my own 'brand name Dream' was. Chinese market began to predict the future of the West three of the world's top luxury goods consumer, but at the time this prophecy sounds incredible. Are the 'Golden Week' to blame after the 'Golden Week' launched spurt 'travel abroad' open the floodgates people overseas consumption, whether in Paris Galeries Lafayette, or Milan's famous street, could be seen in China scene designer of tourists eager to buy. Only in 2010 Chinese consumers overseas bought $ 10.7 billion on luxury goods, accounting for a quarter of the global consumer market. This is not the extent of Chinese people's money enough to blind consumption, but the temptation of the huge price difference, people see the benefits of the exchange rate and the gap behind. In the same section Chanel handbags LE BOY medium, for example, the price of 35,600 yuan before the price adjustment China, Spain (Europe relatively lower price) price of 2850 euros, and Spain count rebate price is about 17,195 yuan exchange rate, the price gap close to 1 times. The context of price differences, purchasing big rise of the single European students from 1500 to 3000 yuan elfen lied cosplay of the high purchasing costs compared to nearly half of the domestic spread, it is particularly close to the people.
And hidden behind purchasing quality risk, resulting in brand reputation being questioned, and this is one of the factors causing the brand attention. Currency simply fuse 'the exchange rate factor' was sentenced in unison for the luxury price surges of the initiator, but it is actually only act as a 'fuse' role. Euro against the yuan's exchange rate from 9 all the way down to 8, and even the current 6.7, exchange rate caused a huge geographical spread, Bruno Pavlovsky, president of Chanel said:. 'Priced Chinese market should not be more than 5% of the price of the euro' Global more open market, and thus become closer contact, 'Chanel handbag in Paris and spread the brand image of China caused great distress.' Chanel new topic presented is the development of the luxury industry in China must face them. The domino effect of the price of luxury goods, not only confined to the mainland Chinese market, but also benefit Hong Kong, China, Korea, Vietnam and Russia, Asia and other markets, while European markets are taking a 20% increase, Japan, the United States will maintain the original price. Price adjustment for the international market has finally reached a state of equilibrium, as the Ministry of Commerce spokesman Shen Danyang said it: 'Chanel in mainland China to implement the initiative in favor of foreign consumer goods prices reflux Commerce Department will study and adopt. targeted policy measures, as far as possible without going abroad so that people can buy high-end consumer price is reasonable, I believe this is also conducive to consumption abroad reflux. '' anti-New Deal 'will undoubtedly become the straw that breaks the camel. In a West Chang'an Avenue near the Beijing Military Region, the high-end shopping malls, for example, had not developed in the surrounding business environment has stood for five years, including steady Burberry, Armani, RIMOWA other brand sales. After the 2014 'New Deal' to implement, traffic showed a significant downward trend, this year, this luxury mall counters had 'deserted.' Internet is also eating into the market to Internet presence, enormous changes in the business environment took place.
Born in emerging consumer groups, the Internet age, shopping habits and preferences undergoing change, a new generation of consumers to know what they want, the target precision, culture and products of luxury features, well versed in the heart (childhood exposure to, or from parents and network access to information), fast gratification only e-commerce can make the same rapid response. Potential luxury market directly led to the Chinese electricity provider entrepreneurial opportunities, 'the only product will', 'Glamour,' 'luxuries Network,' 'Temple Library Network' and other high-end consumer market segments for electricity suppliers emerged ; plus people more familiar with the 'sea Amoy' mode, although the operating conditions of each appliance business uneven, but the store to grab a slice of the facts have been overlooked. Mr. Bao Feng, founder of a public relations firm in Shanghai, a luxury has a different opinion: 'luxury brand hopes guests can go direct contact with boutique stores and enjoy the only boutique in order to provide comfort, since these are also part of the culture of luxury fashion boutique. and bags of workmanship is very delicate, guests can feel its complicated by touching the sophisticated technology, some brands also provide special tailor tailored, and these services are indeed electricity supplier can match. 'from the price after the' queuing 'phenomenon is not difficult to see price factors directly to the customer base led back to the store, the brand still expect customers to enjoy the service in the shop, because of the 'high-quality service' is in itself an integral part of the culture of luxury, but also part of the high consumption of them. Following the 'price' of the strike out, they have been offering luxury brands online sales platform to a vertical electric bring new threats. Burberry first settled in the Lynx platform; Giorgio Armani announced the launch of e-commerce channels emporioarmani.cn in China, became the first to launch online stores in China of high-end fashion brands; this spring Fendi also launched an e-commerce site that offers 28 European delivery service; in 2014 it pledged to announce 'Ms. COCO Chanel's desire to continue, not only do the same, nor do we die electricity supplier' of Chanel, but also subvert this 'pledge' - Chanel Brand President After Bruno Pavlovsky was first announced price cuts in the Asian region, to subvert this 'pledge': 'Ever since I fell in love with online shopping one yuan Pisa moment, the net purchase indeed happened to me that even if the expected net purchase beyond me. The actual budget, but also pieces of a good thing is not it? And even better is that I have the luxury online shopping dream come true, Chanel to launch in 2016 the electricity supplier. 'redefined era' luxury 'The United States has gone from poverty to great wealth of material substance in the process, as long as a century of consumer attitudes are being gradually diluted, a printed bag full LOGO has been insufficient for the' luxury 'in the endorsement. USC in Los Angeles to study Yin Ning told us: 'Many Chinese students think that carrying a big bag to school, give their own more confident, face, did not expect to encounter rejection at school actually.' Yin Ning age and young American who told her that they have been taught that the rich are usually selfish, hypocritical, and despise the general public groups, even if the money belongs to the class of people, also harbor guilt, so make yourself look and general People no difference; or simply to donate their net worth property, not to be hostile, Bill Gates is a rich American-style model. 'American consumer attitudes actually very simple, their level of savings will not meet the Chinese people, and those people in order to show off and buy brand-name would be regarded as 'suckers' (sucker) is.' Bill Gates, Steve Jobs Zuckerberg, BAT founders ...... Internet achievement of a new era, but also created a new example these times.
The Internet bigwigs who have many similarities, they do not seek external packaging, no matter what the occasion appeared in plain clothes, carry back mostly computer bag and backpack, especially Zuckerberg pair 'people sandals 'has become a symbol of successful people confidence. The new wealth class with their own behavior affects the new generation, 'knowledge owners' who are more willing to use the money in a more meaningful place, such as charity and adventure. Great material abundance today, luxury means can bring more enjoyment for the spiritual and material services: driving a private jet to watch a rare natural phenomenon, named for the stars, participate in space travel, eternal youth and longevity hundred year-old drug and the like.
Consumers who seek a luxury only the higher price of goods only, as today to see the 1980s Chinese families to buy cars, then is ridiculous, today's average family car but had to travel a . Perhaps, stood ten years, and even today, looking back, led the price surge to Chanel after decades, it is not only a brand of the century-long 'no price' self-subversion, but is also the "mononoke cosplay " luxury goods industry to subvert the rules of the game. Moment, a new system from the announced price cuts are being re-sort and build up. The 'luxury' concept, is also being redefined this era. Finally, by Miss Chanel famously after World War I, after the price of luxury brands blessing: 'When one of the world coming to an end, another world is about to be born in the new world I live in..' [This article comes from BT Media ▪ 'commercial value' magazine May issue, US reporters Qi, network exclusive debut of titanium Media]