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Save markets in the East: luxury, created in China
October 7, 2009, Fashion Week in Paris came to an end, Christian Lacroix was declared bankrupt Paris with the face of learning from their mistakes, while unprecedented attention to the Asian market.
Hermes was divided into area Verdy American League in which Japan, South Korea, Singapore and China, journalists are K and L zone, it is obvious that there are two angles to see the best show of the district; CHANEL As the field is to show the circular units of T, but the best position is still only a year in this position much more marked with "CHINA". This can be something positive to see the models first appeared, but also be able to see Curtain Call Karl Lagerfeld, of course, the star of China also steal the show. Maggie Cheung is the love from the heart of Alber Elbaz, Tang Wei is the first row DIOR guests. China became the meat and potatoes of models, Liu Wen has become the favorite of all a great show, while Shu Pei Qin has been regarded as doing my part of the foreign media in China face to the next.
In 2009, after the financial crisis in years, China is clearly the best luxury brands bookmark of this magical world, as recent McKinsey report shows that more than half of Chinese consumers and not the result of economic recession and reduced purchases of luxury goods. Europe U.S. financial crisis on demand for luxury brands in general, reducing the Chinese luxury market continues to improve. Today, luxury goods from China represented 25% of the global market for the first time surpassed the U.S. as the second largest consumer of luxury goods. In 2004, total luxury goods from China (Ernst & Young statistics), compared with 20 million while until November 2009, this figure (in line with the global strategy consulting firm Bain & Statistics) in a 9.6 billion U.S. dollars. The PricewaterhouseCoopers is more optimistic, predicting that by 2015, China is the world's biggest buyer of products luxury.
The new rich people not only make China's domestic market has become a haven for luxury brands, with the rapid development of the tourism industry China takes the money of the Chinese people's purchasing power abroad, and many store brand clerk laughed. In the UK, in October 2009, the consumer Chinese Bond Street, Oxford Street and Regent Street shopping street spending 3 127% increase compared with September year on year in 2008 increased 21%. Consumers Chinese Primark department store as a deflection of common base, heading directly for Prada, Gucci shop. So many of the major stores in recruiting sales staff who can speak Mandarin. In France, when he entered a time when the Champs Elysees, the boss will be cordial to ask: "Is China? "When the group of mainland Chinese tourists in Paris, luxury stores have been able to enjoy the highest level of" closed service " time, let the Japanese angry. The recent French Tourist Bureau data show that all the mainland tourists to France, spending $ 3,000 while visitors EU average in France and the United States, spending just over U.S. $ 1,000!
In the well-known inner LV, CHANEL BAGS boutique brands, such as the Chinese are facing rising.
Why China's carnival of luxury?
When Yohji Yamamoto declared bankruptcy, when Japan defeated Versace, where the opening was originally scheduled for next year, LV flagship store in Ginza, Tokyo transition to competition … … luxury brands not only in Europe, including Japan, of all previous great powers faced by consumers shame luxury luxury recession only black horse in the Chinese market.
Of domestic economic research on luxury goods first "Economist" Ouyang Kun luxury short, a "growth of GDP in luxury brands "rule -" The growth in consumption of luxury brand in direct proportion to the evolution of GDP and GDP growth of at least twice. "According to this law, namely the Chinese market for luxury brand growth in recent years have been about 20%. This is currently the most highest in the world. In the past 30 years, China's economy to take-off "economic boom", "explosion of Fortune," " financial explosion, so one company after another blowout, is unprecedented manner and speed of access to wealth, the other party has the shape and speed of wealth Decides also that the people of the patterns of consumption and speed. You could say that the temptation of luxury goods in China, the Chinese people know what is the depth of experience consumer, is also true that the temptation of luxury goods in China, because China's open market is enormous.
Faced with this paradise "last" the world's luxury brand leader should be "follower of fashion." According to statistics, the best of the world's most recognized luxury brands in the data Bacheng input Chinese retail market Retail Consulting consultant husband show that, from late 2009, almost 300 stores opened up in Beijing. World Expo 2010 in Shanghai before the opening, store at least 10 top luxury brand's flagship opened on Huaihai Road. Even luxury goods sales in countries Europe with a gloomy, at least in China still has a queue dress party to attend … …
In June 2009, China's first 28 GUCCI shop – 1600 square feet of newly opened flagship store in Shanghai Golden Eagle International Shopping Plaza. With Hang Lung Plaza is located on the street in Prada stores, occupied the street dual position. Vacheron Constantin Mansion on Huaihai Zhong Road, leading visitors to build within the club, which is held every year a small number VIP events, including a reception with the assessment of activities, only 20 people invited to participate. Top Brands Cartier jewelry from April 2009 onwards, only 3 months in Wuhan, Taiyuan, and Ningbo, an additional three clothing stores, the end is in southern China, Hong Kong, Macao, Shenzhen, shot three stores, generous back is sufficient confidence in the luxury market in China. In October 2009, Longines, "Crescent Moon" series in Beijing held a grand ceremony Released the world, this is the first time, besides the Swiss Longines, outside the world premiere of the new. December 18, the luxury French brand LV flagship store in Shanghai Hang Lung Plaza was officially opened in the store among the first in the world for the study of skin regularly invited to make a tough guy making, watches, shoes, accessories production of a number of areas of expertise, a senior European craftsmen came to Shanghai, the guests while providing personalized custom service.
In 2009, the biggest luxury brands in a carnival is undoubtedly the end of CHANEL and Hall of Shanghai, visit Shanghai Fayette Karl Lagerfeld, in this order to "Paris – Shanghai "as the theme of the exhibition at the Lujiazui international financial center, skyscraper backdrop of the best luxury brands in the world in the last years stood for the Chinese applauded.
Generous to the Chinese people to the wonder of the world when a country has luxury goods market fully operational, and gradually move from imitation to manufacture. In the past century Italy, the United States and Japan have taken a similar path, this time the territory spread to China. Of course, we can not expect that in a few years in the growth of a considerable international status of the "China Logo", but in articles Luxury on the world stage, the Chinese apparently have a red card to debut.
Luxury brands + China Wallet
Check out a year ago in the film version of "Sex and the City" where the arrogance, along with the actress who appeared on the streets of Manhattan high-fashion brands, and now either declared bankruptcy or production in the middle. Similarly, a year ago, the Italian luxury yacht brands Dalla Pieta (DP) president In an interview with "Magazine interview lap of luxury" with Macworld, a private yacht is my territory ", but now that the territory has changed hands in private.
The private one Lanxi Zhejiang enterprises become the "yacht in the Ferrari," the king "new" with more than 100 million yuan cash to buy the DP brand, design drawings, as well as 13 semi-finished products, plans in the first two years of an annual production of at least 50 boats, within the next three years, but rising production. Unlike a general yacht the best brands, DP has a half-century tradition of building ship, focus on the production of luxury yachts, as early as 2006, the luxury fair held in Guangzhou, once DP and Rolls-Royce, Ferrari, Martha Latifah, etc are with the top luxury goods. Now if he can flourish in China, this piece of land have been revived, it is worth we'll see.
China local firms must have a Luxury brand of world-class forward for them, if the short term can not create a brand, then the acquisition can be a very bad choice.
Similar incidents also uproar last year for the purchase of this year's Hummer brand in Sichuan Teng concerned Hummer, this is called "off-the King "field strength must now face the embarrassment of being acquired by the fate of the acquisition, if successful, Sichuan, is Mark Teng Hummer, trademarks and trade names are proprietary, while production of Hummer vehicles have the necessary right to use the specific patent. Hummer big man in the near future is likely to belong to it, China has a heart!
Luxury brands + Chinese blood
The face of the world consumption of goods Luxury, 1 / 4 of a strong luxury market, luxury market in China has made many, of course, prefer not to ask, but as the most prestigious luxury brand in France, a Kelly or a Birkin bag easily several hundred thousand brand leaders, came to China in the construction of a new brand located, really surprised and flattered that people feel. Last year, in late December, Hermes brought to China a Christmas gift, one called "Shang Xia" brand will be the name of Hermes Group, established in China, this is not a Hermes purchased for the development of national products in the potential of the brand, but in reality an attempt to take root in China. Materials production for the design and management team have adopted Chinese localization was very complete, including the design of clothing, accessories, furniture and other goods brands consumption. Shang Xia will be available this spring, opened its first store in Shanghai, moved to Paris in the fall.
Hong Kong businessman David Tang Founded in 1994, "on the beach" (ShanghaiTang) is one of the few brands in the international market, the most successful. His design style blend of East and West, traditional and fashion items, 30 of the last century the old Shanghai style interpretation of the romantic era vividly, in the year 2000 rental unit than the French luxury goods group Richemont. The beach has become, with China currently is the only place names, and Chinese as a symbol of international fashion brands.
Marriage with Chinese brands in the way of Moet Hennessy is apparently on the front. Already in 2007, Moet Hennessy has reached an agreement with the 四川剑南春 Group, jointly owned by whites Wenjun their cause to fight high-end brands. For 2009, the winery Wenjun took two years and cost tens of millions to build a base of Sichuan Qionglai Group's production in the first came from Asia, Castillo broke the conduct of the practice of foreign liquor group in Asia by tradition not only production, the attraction of China market may be underestimated.
+ China Luxury brand
China have no history, natural history, much less a mismatch with the items, Tea is one of the most striking wonderful work. Since 2006, Trimeresurus on the road on private property in Monaco the brightness of the world show top 500,000 in the selection of tea, 500 grams of a critical finish, along with the design of Alan Chan Buddhist records Sensation Jin He, together with "Dao De Jing "Zhang Zhai, inlaid with glass glass rod, Trimeresurus On the way beyond the tea as a health drink of traditional values, became a symbol of taste and culture, is to promote the sale of culture, a way of life, making the movement itself closer to the luxury brand with the trend. 2280 price yuan Master "On the way Trimeresurus" In some cities even be able to sell 4 million ~ 30,000 daily sales. "Trimeresurus" The intention is that the adoption of Chinese tea culture and brand integration, so that "In the Road" brand to become modern tastes and understanding Chinese cultural heritage in a unique way, in one of the best brands.
In the field of jewelry, Yang Lan and Celine Dion was jointly launched a high level of personalized jewelry brand LAN and LAN FINE JEWELRY excessive accumulation of the brand image of the store. LAN jewelry will be customized to introduce the concept of high-end jewelry industry, with Yang Lan and Celine Dion example of strength, and your brand in the creative process to support the creation, a jewelry available LAN to surprise. Britain's Prince Charles and his wife Camilla were exquisite and elegant jewelry LAN referred to a collection called "Perfect Pair" series fine.
Recall the phenomenon of fashion in the field of Chinese, in fact in the history of China has an endless stream of production in the long term national civilization. The 14th century, when Marco Polo wrote about this in the legend of an ancient dynasty, the opening is expected in this unit will have a lasting impact of fashion trends – Chinese style. From the exquisite Suzhou embroidery and hand-painted screen with magnificent cloisonne, as well as single color flow Korea Europeans entranced to the lips of their continent in the east of the amazing discoveries. Despite the recent few hundred years of the Chinese people on the road in the original trade stagnated and later started too late, but in a more and more people are willing to "China wind" the era of payment, the Chinese brand and the world stage as never before so close too!
China caused a consumption binge
From Beijing to Hong Kong from Guangzhou to Paris in the next round of material and the bombing, along with the growth of luxury goods stores than twelve enthusiasm, and the expansion of the desire to dance. Guangzhou Friendship Store, Hong Kong, Canton Road, Paris, Galeries Lafayette, the footprint of the Chinese people in the world consumption continues to spread around the world caused a consumption binge.
@ Lafayette Paris
€ 50,000 club distinguished guest
Now they talk of "Buddha" has rarely been associated with the empress dowager Cixi, and because the time of his successor – Paris, France, Galeries Lafayette store appeared.
Have you been to France, the people Chinese rarely miss the "Old Buddha," In addition to its Chinese translation is very welcome, well, anyone can satisfy a broad desire for such purchases. Year New Moon, who visited the Wang Chao of Chinese tourists in the popular shopping center, Chinese New Year holiday influx of tourists has not arrived yet, but LV, CHANEL specialty shops and Rolex, Omega watches counters, except for a few sales, almost invariably, Chinese customers. For the amount of daily consumption over € 50,000 tax dedicated VIP guest services office desk piled passports also mostly Chinese.
"Old Buda" Department Store China Customer Service Center public relations manager Linda interview introduced in 2009, "Lafayette" department received a total about 70 million Chinese tourists Chinese passports Tourist spending amounted to 180 million euros, which here only the consumption of more than € 170 single data warehouse to receive trade discounts, which have no more than € 170 the amount of consumption which has not yet been counted. The main categories of consumption of Chinese customers are: jewelry, watches, cosmetics and high-end accessories brand.
For the Chinese, the excise duty designated service area, in the cosmetics buying guide created in China, these early years, "Old Buddha," invented the tactic used to attract customers has been emulated by many European and American stores. In the Old "Buddha," the latest marketing strategy is to offer Chinese language courses for French shop assistant, 2 ~ 3 a week, so when the table is used in Chinese cashier asked: "credit card? Cash?" Do not be surprised too, to learn Chinese is already a part of the work the seller. Meanwhile, the introduction of systems "CUP card payment" best for human consumption in China to exchange programs, however, a CUP debit cards can be here without hindrance.
In the "Buddha", jewelry, watches, cosmetics and accessories high-end Chinese customers a significant price advantage, in addition to pricing itself is cheaper by almost 20% Buying a single store over 170 euros and 12.8% of the correction. They are, therefore, "Buddha" Department Stores strongly believes that the annual growth rate 8% of Chinese guests there is still much room for growth.
However, if you look, "Buddha" stores, the Chinese wanted items luxury of big names still concentrated in the LV, CHANEL, DIOR these brands in the country, while a similar LOEWE, Bottega Veneta, Jaeger LeCoultre, Panerai the conscience of those in foreign countries for luxury brands, it is rare that people are interested. Total portfolio, increasing consumer desires of Chinese consumers, on this day of shopping, take some time to refine the credit card billing more rational and diversified tastes.
statement Site: more comfortable
Mr. Xie, Harbin
To see Mr. Tse, was to buy a Rolex watch, has chosen four top five are selected, face in the interview, he seemed very low key, just say yes to help a friend zone. Asked why came to this purchase, he said: "Now China's counterfeiting operation in the market is too high, and ordinary people have been smoke and mirrors Bianbu Qing, and / or abroad, the big department stores are more relaxed. "
Citizen Reporter: fraud is indeed a luxury consumption of heartache, but also the biggest names in the Chinese market, the greatest challenge.
Cheaper
Mr. Chang, Chongqing people
Mr. Chang's wife wanted to buy a Cartier diamond ring, in fact, the original has not made a decision on this purchase, after comparing the price, he was at least cheaper than the 20% national, so easily dig pockets. Mr. Chang has more capacity to the idea of universality, only consider the price.
Reporter note: at this stage, which affects many behavior of Chinese luxury consumer goods continues to be the price factor. This causes the price is not dominant in international sales of luxury goods in China to inner strength drive, provide a more intimate more personal.
Rather fun
Miss Yu, Wenzhou
CHANEL outside the windows Miss Yu noted earlier, when she was chosen two different colors of 2.55 chanel bags, stacked at the foot of LV, Dior, Prada and Gucci bags for purchase. She said she was a mistress of the bag each time to Paris is not always bring home a national style, "especially CHANEL, domestic products have been less, the color 2.55 is even lower, or the purchasing side have well had fun. "
Citizen Reporter: entry into the Chinese market, a host of luxury brands new products but the shelves are still jet lag, and product categories are often not rich, that is to attract Chinese consumers in markets foreigners is another advantage, if you want to keep "Hawker" in mind, the vision and the tendency of the buyers of the sensitivity can not be underestimated.
@ Canton Road, Hong Kong Mandarin loved Strip
Port City business in 2009 amounted to $ 15.5 million a day totaling more 20 million people in traffic. According to Hong Kong the number of CUP, 2009, in Harbor City Mainland visitors from around the credit card spending was 5.3 billion Hong Kong dollars, compared with the previous year, representing an increase of sixty-five percent, the port city, with 34% of the volume total business.
This is a normal Friday, Hong Kong, Kowloon Peninsula, the southernmost tip of Guangdong Road, less than 12 hours, the port city Shoppes at the door has been Paiqizhanglong, LV, CHANEL, GUCCI door, there are more than 20 meters from the queue. Ranges of conversation, they tend to speak Mandarin. CHANEL store bags at the entrance of SARA in Beijing have been waiting for a while. SARA is a foreign chief financial officer, especially in these days annual leave Hong Kong shopping safari and that she wanted to buy the classic models Chanel 2.55 , rose last months, the post purchased its own reward. Speaking of Chanel, SARA, then above, not only is the ultimate commodity, and even designer gossip, Coco Chanel's biography of the film is also very familiar.
And the Hong Kong Cultural Arts Center, just across the street from a Canton Road, cutting through the Tsim Sha Tsui, Mong Kok, Yau Ma Tei, with the largest number of Hong Kong from home: 1239 number, and was beginning a period of less than 1,000 meters, can now be regarded as true luxury Cotai Strip, without losing the Champs Elysees in Paris, and Tokyo's Ginza. Road west of Harbor City, followed by a Hermes Street, LV, Chanel, Gucci, Prada. In Cuntucunjin Hong Kong flagship store marks are, without exception, setting broad vertical accounts for two or three stories high windows always updated with new products and Balimilan synchronously. While across the 1881 Heritage, formerly known as Victorian style Hong Kong Marine Department Police in October 2009 has become a collection of luxury malls, hotels and restaurants in Hong Kong for a luxury brand. In particular, the Canton Road side temporary, Montblanc, Cartier, Piaget, Van Cleef & Arpels, 10000 Country tables, lined up in the world most expensive watch brands.
Now, in this age Cotai, the most popular language is Mandarin Chinese. Harbor City real estate developer Brand Manager of Miss Tan Jiaying, presented during the interview, 2003 to Hong Kong for the free exercise of policy implementation, the guests from the start of the Beijing Shanghai Guangzhou to expand to the cities growing in southern China is still present, although the main source, but in Dalian, Chengdu and other places of the guests, but also because the number of times to small, always try to buy more. It is also a strong purchasing power of mainland visitors, helped improve the face of the port city today. A few years ago also spread along Canton Road, a number of shops, restaurants, in the last two or three years, has been replaced in the Shoppes on the international line and in store installation, wall sconces and passing. But also because they can serve a large number of mainland visitors, many of the best brands will be responsible for capacity service, the fluent Mandarin shop in the Port City flagship store. While many stores in 2009 than in previous years a small discount rate, Discount relatively late time, but the crowd gathered to shopping, doing a lot of The Shoppes need to deploy staff from other stores and goods, and many products have been on the market.
In previous years, as in Hong Kong to buy digital products, gold is different is that now the City customers purchase port focus more on the continent, and Gao Danghuo option to buy new goods, watches, diamond ornaments, handbags are the favorites. Tan Jiaying mentioned that last Christmas was a mass GUCCI bought more than 200,000, while in the Three Treasures jewelry watch, there were three customers to buy five million Hong Kong dollars worth of Vacheron Constantin three repeaters Perspective, amounting to 4.5 million Hong Kong dollars from a set of 3 values of Athens, and 3.3 tables million Hong Kong dollars Breguet Double Tourbillon watch, while the shot are so generous to guests of the continent.
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