The Subversion Of Consumption Concept Of Chinese Wealthy People

Nowadays, people still like to call the "local tyrants" the rich businessmen in China, with their satire on their tastes, because they used to be so fond of showing off their wealth by flaunting the big LOGO. But after 2012, most of the wealthy in China began to dislike LOGO. "They do not like to represent themselves in LOGO. They prefer a unique and honorable expression." Zhou Ting said.

Miss Kong, like Chanel's brooch and Hermes's printed scarf, sits on the Huaihai Road on the Huaihai Road in Shanghai by a private driver's car. She looks at the window of the LV store outside the window and tells the reporter that she will never use LV's bag again.

In 2015, the new crisis faced by international brands in China was that the Chinese tycoons were going to be branded. In other words, China's rich are beginning to stop consuming traditional luxury brands that they consider to be "popular". "Why pay for the already popular brand premium?" the new rich have no specific demand for consumer brands. These people are the core consumers of luxury goods.

In the first half of 2014, Luxury goods After maintaining its good growth for many years, the brand has highlighted its weakness. Sales growth of the world's first luxury luxury group LVMH (MOET & CHANDON Hennessy Louis Weedon group), Swiss luxury goods company Richemont and SWATCH group has only maintained a slight increase of about 2%, while net profit growth has increased over the same period. LVMH A decline of 5%, the peak group fell 4%, the French Open Cloud group fell 9%, SWATCH group barely maintained a positive growth of 1%, only Hermes gained a positive growth rate of 6%.

When the rich in China decide not to be Brand Premium When paying prices and paying prices for products only, it seems that the financial data of international luxury magnates become "ugly". "When luxury goods are transferred from brand to product centered, the pricing power of the whole market is the first to change." Zhou Ting believes that this is undoubtedly a qualitative change: the brand decided "what I sell what you buy" this luxury goods in the field of nearly two hundred or three hundred years of gold rule, will become consumers has the final say. This is too scary for traditional luxury brands.

This terrible reason is that, who said that the Chinese liquor industry will not act again in the luxury industry? In 2014, the liquor prices that were once high were frequently frustrated, and the price cut over the whole industry. Losses and performance fell sharply, and the adjustment seemed to be bottomless. Obviously, there are some misery in luxury and liquor.