As economy growth puts delay, chinese consumer " explode buy " did the enthusiasm of luxury drop in temperature?
The fact proves: Do not have!
A few days ago, company of favour of shellfish of global management advisory company releases " market of 2018 China luxury studies " show, chinese consumer bought 85 billion euro in the whole world (about 647.3 billion RMB) luxury, 33% what take global market, rank world the first. Among them, sale of whole of Chinese luxury market is 170 billion yuan of RMBs, continued 2017 the growth of record-breaking, add fast achieve the 2nd year continuously 20% .
The report still shows, 2018, chinese consumer consumes scale in outback luxury by 2015 23% rise to 27% . Predict to will be achieved 2025 50% . This makes clear, chinese luxury consumes progressively circumfluence, more and more China consumer preference buy luxury in outback market.
Chinese market, already made the contends for surely land of each luxury group. The young consumer that represents for you with millennium also becomes each the object that exert all one's strength of old extravagant brand pleases. Predict, market of prospective China luxury will maintain powerful development momentum.
So, luxury brand people the development state of affairs in Chinese market how? Potential of market of what city luxury is great? What shopping centers is high-end consumption " vane " ? What core feature does luxury consumer have? Below, we will uncover secret with big data! (the report is specific explain, detailed sees article end)
Report core should nod introduction:
■ Hua Dong most suffer luxury brand to favor, doesn't Guangzhou go all out to cross Chengdu, Chongqing?
■ the GUCCI that plays the coming year to be changed gently, extend most strong
■ in each city, what Mall does luxury brand love most?
■ 80 hind, 90 hind, maintain Chinese luxury to consume great women of the new society
■ future, "Light excessive " development latent capacity will exceed a tradition " heavy excessive "
01
Luxury brand preference what area / city?
According to winning business big data center is monitored, up to in December 2018, brand of 30 delegates luxury (example chooses scope details to see article end) in the whole nation city of 18 big focal points opens store of shopping centers door in all 656.
From the point of area, the Hua Dong area with consumptive outstanding ability most suffer luxury brand to favor, door inn amount exceeds 250 (inn amount presses the door to already was garrisoned statistic of shopping centers amount) ; It is China north area next, door inn amount is close 140.
Shanghai and Beijing are the town that gets most show appreciation for sb, get in order to make an appointment with inn of door of 100 extravagant brands run the whole nation; In Hua Dong area, besides Shanghai, hangzhou, Nanjing also is gotten each coquettish, TOP10 of amount of inn of door of brand of ascend body luxury; Performance of district of southwest, northwest is outstanding, chengdu, Chongqing, Xi'an with 52, 45 the home, 42 amounts, transcend Hua Na division city of two big a gleam of; Guangzhou fails to ascend body TOP10, as a result of advantage of ground predestined relationship, local consumer more luxury is bought toward area of HongKong and Macow before apt.
Abound from luxury brand degree in light of (luxury brand abounds degree of = this city has amount of 30 luxury brands / 30) , beijing, Shanghai, Chengdu, Hangzhou, Nanjing holds lead position likewise, it is international luxury brand the first selection of market of land of the home in garrisoning, luxury brand is rich degree more than 90% .
Among them, the extravagant brand of Beijing, Shanghai is rich degree amount to 100% ; Notable is, outside dividing Shengluolan, 29 brands already all garrisoned the others Chengdu, report gives Chengdu luxury to consume market prospect to suffer fully value.
Chengdu, those who be known as Chinese new style, luxury consumes the 3rd city, the level that high-end disappear already showed city of a gleam of painfully is local even surmount. It is with LV exemple, the year of inn of its Chengdu straight battalion sells outstanding achievement to reside 3 armour of countrywide firmly all the time, be next to Beijing, Shanghai. Chengdu consumer is happy to enjoy, dare lead of consciousness of attempt, consumption, show the strong interest to luxury, also have the consumptive concept of fashionable lifestyle and lead at the same time.
Cartier China first alone in remote antiquity of ocean of Chengdu of flagship store settle
Border the Chongqing of Chengdu, mix in the government in recent years of the market drive below, through international vogue week, luxury exhibits the activity such as the meeting, luxury consumes culture to also be formed gradually. 2018, chongqing greets many high grade shopping centers to enter town, enter Chongqing to offer the alternative of diversity for luxury brand businessman. If city of Chongqing every phenomenon introduces poem of river of Chongqing head home,round-the-world shopping centers introduces Denton, Chongqing VERSACE of Chongqing head home, guide Chongqing high end retail market marchs toward new chance to extricateoneself from an awkward position.
As western big city, chengdu, Chongqing is the market that luxury increases to have latent capacity extremely. Its town population is increasing ceaselessly, middle class force expands subsequently. In addition, geographical area opposite more advantageous -- a lot of developing the distance is too close between the city, and luxury brand is being entered after be stationed in city of a gleam of, to drawing near the city is garrisoned apiration drops.
whole, in 656 doors inn, city of a gleam of 265, occupy than 40% ; Second line city 391, occupy than 60% . This makes clear, luxury brand matures with each passing day in Chinese market development, urban concentration is spent reduce, admirable, consumer buys competitive environment the second line city with exuberant demand, already became luxury brand to extend the main position of the market.
Business encircles a respect, at present business of burgeoning trade group, area encircles the appeal of pair of luxury brands to be not worth relatively. Exceed 8 to become brand of door inn luxury to garrison traditional trade group, its development fixed number of year is earlier, shopping centers development and manage opposite maturity; City stage business encircles an area of place city core, collect the ground for high-end shopping centers, inn of luxury brand door is occupied than Yuan Chao area business is encircled.
From experience judgement arrives data is decision-making, the innovation that big data will conduce to end of place of efficiency of promotion industry operation and quality, promotion and brand end is led successfully, for commercial real estate transition upgrades create greater value.
Yes, the logic that does good business changed!
(click link understanding to win trade big data custom-built advisory service)
02
What brand is extended most strong?
Have character of He Xuan location on behalf of the brand?
In Chinese luxury " all corners of the country " in, the brand such as admire extends dragon of GUCCI, VERSACE, BURBERRY, 10 thousand treasure, Feilage most strong, door inn amount exceeds 30, body reveals these brands to be opposite of Chinese market take seriously.
Choose brand of 10 big delegates from which, the city that we see typical brand again distributings characteristic -- Beijing, Shanghai is to garrison first selection, it is Xi'an, Chongqing, Chengdu next. Although the amount of brand door inn such as GUCCI, VERSACE, BVLGARI, Giorgio Armani is more, but still have no a brand to enclothe city of 18 big focal points completely. The city such as Hefei, Qingdao, Suzhou, Kunming, luxury market still blanker.
The city that adds door store newly 2018 from 30 extravagant brands distributings in light of, outside dividing Beijing, Shanghai, luxury brand new store in Xi'an, Wuhan, Hefei 3 cities are occupied than amounting to 33% . Visible, luxury brand sends the market besides hunting Beijing and Shanghai to sink more opportunity.
Show level, luxury brand extends speed relatively slow. It is severe exacting of requirement of door inn optional location on one hand; It is on the other hand add in experience fast put delay, outstanding achievement to glide, after labour pains of put up the shutters, brand people hold more conservative mood to set up shop.
In last few years, typical and extravagant brand basically passes the following method to consolidate outstanding achievement of the market, promotion:
? Contractible price is poor, stimulative consumer circumfluence
Answer Chinese value added tax to decrease let policy, if LV reduces the product price of Chinese official net, fall it is about 3% ; GUCCI issues door inn synchronism to adjust the price in net of the official on the line of Chinese inland and line, fall for 3% .
? Carry out young change transmission strategy, bring enormous flow and arouse potential and young customer group
If LV invites " little fresh pork " God Wu Yifan holds the position of brand spokesman; GUCCI breaks through convention, pass extremely numerous style and inferior the products plan of culture style, let a youth produce affection resonance and culture self-identity; DIOR tries water to enter be stationed in young user " discharge pool " tremble sound, release nearsightedness frequency advertisement.
? Garrison electric business platform, extend sale channel
Be like December 2017, prada rolls out electric business platform in China first, product of sale whole class; In June 2018, store of the flagship on line of LV China government opens.
Wu Yifan is ascended with the identity of spokesman of brand of LV new advance " fashionable Ba Sha " cover
03
Who does key luxury shopping centers have?
From shopping centers luxury the card is abounded degree in light of, beijing SKP ranks the first, 28 in owning 30 extravagant brands, occupy than 93% ; It is Nanjing next city of every phenomenon of heart radical square, Shenzhen.
Taller extravagant brand is rich degree, conduce to promotion project high end consuming appeal power, attract brand of more high end to garrison, bring tall sale outstanding achievement. TOP1-3 all consumes ground mark for countrywide high end, sale outstanding achievement ranks countrywide front row all the year round. 2018, beijing SKP sale amounts to 13.5 billion yuan, nanjing heart base square 100 million yuan 100+ , city of Shenzhen every phenomenon makes an appointment with 8.5 billion yuan.
The high-end bazaar of new start business, brought for luxury brand into be stationed in business chance. Xi'an SKP 2018 practice, add old and well-known family of be an official love a horse, Cartier, Fendi, CELINE, Paris, Miu Miu newly to wait for many luxury brands for Xi'an market, promote Xi'an luxury brand to abound greatly degree, drive Xi'an consumption to upgrade. This also flank mirrorred Xi'an dweller consumption level to rise ceaselessly, prospective high end is consumed " Qian Jing " tremendous.
Xi'an SKP
According to winning business big data center is monitored, each city has luxury of the home and 5 above to taste the shopping centers of the card to be as follows:
04
Does Chinese luxury consume a guest group what core feature is there?
? 80 hind, 90 hind occupy dominant
Young group of China, becoming Chinese luxury market to consume main force. Data shows, 2018, 80 hind and 90 hind luxury consumer is occupied than be as high as 71% , contributed Chinese luxury to always be consumed respectively 56% with 23% .
? Pay attention to an experience, consumption is below the line stand for war
Although purchase channel richer and richer, experience of hypostatic door inn still is the main factor with influence decision-making consumer. Orgnaization survey shows, the Chinese luxury consumer of 92% will be online next hypostatic inn buy a product. Specific and character, the prep above of appeal of inn of luxury brand door of high-end shopping centers is duty-free store of inn, abstruse Lai discount.
? The preference buys dress, jewel
Orgnaization survey shows, in wrist watch, gem, dress, shoe kind, the skin is provided, in the category of a lot of luxury such as dress fittings, hairdressing and cosmetic, the Chinese consumer spending on dress, gem frequency second highest. 2019, make an appointment with half the number to suffer the consumption that seeks Chinese luxury consumer to plan to increase dress, gem.
? Attention brand innovation and tide lead
relatively wait for an element at level of uniqueness, service, classical style, digitlization, chinese consumer pays attention to the innovation sex of luxury brand and tide to lead a gender more.
Trend of development of market of spending of 2019 China high end grinds sentence
▼ ▼ ▼
? Millennium generation rises abruptly, consumption of drive high end is entered young spend a period
Go up than the world other country, the average age of Chinese luxury consumer is lower. Millennium generation has strong spending to luxury capability of apiration, consumption is strong, shed scramble for sth to innovation tide at the same time.
Prospective luxury brand needs to get used to new game regulation through transition, cater to this to approve brunt guest ceaselessly group new requirement, establish long-term connection with its, be like: From " the mark of the identity " change is " the mark of ego " , from " Gao Leng " change is " friendly " , from " rare be short of " to " rare " etc.
? "New a gleam of " the city releases purchasing power continuously, become high end to consume a brand to be bestowed favor on newly
Although Shanghai, Beijing still is the market that top class and extravagant brand centers most, but as economy income of development, dweller promotes, chengdu, Xi'an, Hangzhou, Chongqing " new a gleam of " city, attracting the competition ability of luxury brand respect to promote stage by stage.
? Set up shop of luxury brand discretion, surveyor's pole commerce drives consumption of urban high end
Sink in the market in the process, luxury brand is valued more those who have growth potential is strategical the market and not saturated market, choose apt " one city one inn " politic, in order to build large experience and service center, make show inn quickly in a limited time to wait replace fixed door store.
The development that urban high end consumes, move action from the area that does not open surveyor's pole trade. Of luxury brand optional location think the standard consumes the ingredient such as force besides urban economy growth and dweller outside, whether having business of high grade surveyor's pole also is crucial.
? Look into future, "Light excessive " development latent capacity exceeds a tradition " heavy excessive "
Forecast according to the orgnaization, consumption of Chinese light excessive reached growth 2025 620 billion yuan of RMBs, gain luxury of Su Yuanchao tradition. Light excessive brand is " what can afford is costly " , with traditional luxury card photograph is compared, value of light excessive brand is more relative civilian, the product updates faster, design noveller, but more in crowd of the high end in be being permeated widely, satisfy diversification requirement.
Dilate of light excessive brand will become the main subject that Chinese high end consumed 2019. Nowadays, the brand of American light excessive such as Calvin Klein, Michael Kors, COACH is fast and outspread, the young and fashionable brand such as Kate Spade, Jimmy Choo also accepts favour fully. Market of prospective China light excessive will present a greater potential, drive each brand to increase, the layout that deepens Chinese market.
- the report shows -
Data collects time: Up to on December 31, 2018
Statistical limits: Of 50 thousand square metre of ≥ of area of business of Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chongqing, Qingdao, Hefei, Nanjing, Suzhou, Fuzhou, Tianjin, Wuhan, Chengdu, Xi'an, Zhengzhou, Kunming, Xiamen already practice shopping centers
Luxury brand example chooses: Dragon of Gucci, DIOR, Fan Saizhe, Burberry, PRADA, DOLCE&GABBANA, 10 thousand treasure, humble pulls case admire, LV, Givenchy, Giorgio Armani, CHANEL, Bottega Veneta, TOD ' S, Baogeli, BALLY, Fendi, labor
Door inn amount limits: Already garrisoned shopping centers amount
Do not explain especially: Article data basically originates win center of trade big data, partial data comes from information of Guan Wei of brand official net, brand, news to wait, because information content is big, and brand development exists along with vicissitude of the market a lot of cannot control an element, information offers reference only.
