.However
The
/ Sina Finance and economics columnist Roland Berger management consulting team Ren Guoqiang
in Chinese reform and opening up to the rich at the same time, but also produced a high growth market for luxury goods makers.But, like Louis Weedon (Louis Vuitton) and Gucci (Gucci) that Western luxury brands have to make strategic adjustment corresponding to profit fully from this feast.
China's luxury market showing conflicting information.
, the luxury goods manufacturer, is very optimistic about the future expected sales.They think the annual sales growth rate can reach 25%.According to estimates, in 2015 China's consumers of luxury expenditure will reach 57000000000 euros.By then, the Chinese market in the global market in the proportion will reach 34%.On the other hand, several segments of the market in the first half of 2012 the pace of growth has slowed markedly.Although it can not judge whether this implies that future luxury market long-term downturn, but more and more evidence seems to provide evidence.
continued weakness in the world economy and the euro zone crisis prompted the Chinese mainland, Hongkong and Macao's rich have reduced their spending on luxury goods.However, some observers still believe that, China will once again become the world's fastest-growing luxury market, Europe and the United States brand temporarily do not need to worry about.But the expansion speed slow means more fierce market battle, at the same time, various changes in China's economy market also contributed to the luxury industry on the future development strategy.
consumer groups no longer single women has gradually become the main changes in the
era, Chinese rich people also gradually get rid of love, love to show off show consumption of a single image.Research shows that, the main target market for luxury brands to cover potential customers about thirty million 20~39 years old.These potential customers can be roughly divided into four categories: the first category is 20-35
who come from wealthy families of young people (for example, two rich generation, the official two generation), well-educated, have a high level of brand, accounting for about half of the target customer groups; second kinds of opinion leader, namely 25-40 old entrepreneurs or executives, they accumulated a wealth of business experience, and most of them had overseas experience; the third class contains two or three line city middle managers, they enjoy the occasional luxury consumption; the fourth group the smallest, covering about 10% of the target customer groups, including 20~30, middle - income white-collar, affect their the taste is largely influenced by fashion trends, star and opinion leaders.
in recent years, more than half of the luxury sales growth from new customer contribution.And this among them, female consumers have become the main force.In the past, luxury goods are mainly male territory,
Louis Vuitton Bags.This is partly because in the male-dominated business, expensive gifts play an important role.But now, women consumers have become jewelry, shoes product sales surge as the main force behind.
brand awareness is key to win
in the high-income class people, the purchase of luxury goods more and more convenient, but also more affordable.At the same time, the rich and affluent segments of the population in the high speed growth.In 2010, China across a new milepost: asset number one million euros over one million people.
China market has far exceeded the European luxury company expected rate of growth, become the ideal state in their hearts "".However, these brands also need to increase investment, and make some important brand decision.In most cases, key luxury goods company's success is that improve the brand -- the brand sales in China, the longer, the more Chinese know the brand, market share is greater.Cartire (Cartier) of the first Chinese store opened in 1990, Cartire now in China enjoyed a 92% brand awareness and 50% jewelry market share.