Luxury Market: Buyer Behavior Change

In the normal market, luxury goods and steamed bread, rice cookers and other low-priced goods have different attributes and are more sensitive to income.

Buying a LV later is a normal way of thinking if you don't have a purse.

The domestic economic downturn has cooled many people's luxury buying impulse.

In fact, luxury goods.

Thinking has already appeared in China.

Environmental cooling will objectively promote this thinking.

Nowadays, more and more people are abandoning high profile and ostentatious.

Consumption concept.

Luxury brands, such as handbags, clothes, jewelry and so on, are becoming increasingly unpopular.

Light luxury goods, which take into account tastes, fashion and income, are becoming more and more popular. They become the medium and high-end commodity purchase options that many consumers under thirty-five consider.

Many foreign brands take advantage of this east wind.

Italy's high quality goods direct supply Tmall is the latest case.

At the same time, the consumption of high-end luxury goods is also more important.

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Ferragamo invited Chinese customers to visit the factory in Florence. Burberry engraved the customer's name on the new perfume bottle.

A card brushes away nine top-notch bags, which causes more resentment than envy.

These phenomena are becoming increasingly evident in the first tier cities.

The low-end brands such as Starbucks, Evian mineral water and other foreign brands have become a symbol on the high side of the country. But because of the low price of monomer products, they can continue to march to the vast majority of the two or three line cities under the background of rationalization of the first tier cities.

In Changsha and Chengdu, even though the income of residents is not so high, coffee and mineral water are always affordable.

But for Chanel, such a package of tens of thousands of formats, how to balance becomes a problem.

If there are too many shops in two or three cities, it will affect the image of its top luxury goods.

But if we stick to the first tier cities, we may be faced with a more difficult consumer market.

Price cuts will be a solution - but there must be moderation and no harm to the brand itself.

Whether intentional or unintentional, the topic of Chanel's price cut is whether "luxury goods will drop", so that the negative impression will be diluted to all brands in the whole industry.

This kind of good play is expected to be staged.

Chanel is not the first brand to cut its price. Its industry status determines the importance of this event.

Anti corruption has formed a long-term "gift fear" in the circle of officials and businessmen, and the rational consumption concept will continue to penetrate from the north to the deep and to the whole country, which will have a disruptive impact on the luxury industry.

The factors such as exchange rate, purchasing agent, consumption reflux and so on are far from the theme.

The accumulation of national wealth is accompanied by a social mental maturity, which can be seen through luxuries.

The "new normal" of the luxury goods industry is coming.