The Chinese have become the world's largest luxury consumer group, how do Chinese people think

The huge luxury consumer market's peculiar overseas purchase phenomenon
The economic downturn in Europe and the United States, the demand for luxury goods in the world's major markets is insufficient, and it is strongly compared with the strong purchasing power of Chinese buyers. More and more luxury brands will look at Turn to China.
7 days in the "Eleventh Golden Week" in 2012, the Chinese people's exit consumption of luxury goods for a total of about 3.85 billion euros, a total of 14%of the total overseas luxury consumption of the Golden Week last year. The luxury service industry consumption exceeds 6 billion euros.
The "2012 China Luxury Market Research Report" released by Bain's at the end of 2012 shows that according to nationality, the Chinese have become the world's number one luxury consumer group. In 2012, the total amount of luxury consumption of Chinese people reached 306 billion Yuan.
, at the same time that the luxury consumption of luxury goods in China has set a new record for many years, a attention phenomenon is that this rapidly growing new market is not fully realized in the Chinese mainland market. More than 60%in 2012 is abroad The market is realized.
The growth in China ’s luxury goods consumption
. Although the global economic crisis began in 2008 in some areas, especially Europe, it has not shown how much signs of relaxation. In steady recovery, the performance of the Chinese market is the most "eye -catching", and the emerging economy represented by China plays the role of "saving" the European luxury industry.
Since 2012, the global economy has been weak, the wealthy assets have shrunk, and the luxury industry has entered a new trough period. However, the active activeness of the Asia -Pacific Economic Zone is still prominent, and China has become a leading market for the rapid growth of luxury goods in the world.
"China Golden Week and the Spring Festival are no longer the same as before. The whole family eats a reunion meal together. More and more families have the ability to play abroad." Wang Huiyao, director of the China Research Center, said, followed The number of tourists traveling abroad has increased significantly in the past 10 years. Many of the tens of millions of people have been abroad for the first time each year. In addition, the prevalence of gift -giving culture, the scale of luxury consumption is growing rapidly. China has become a global luxury consumption. The fastest growing market.
The relevant statistics show that the total amount of luxury consumption in China in 2008 has reached 141 billion yuan, an increase of RMB 155.6 billion in 2009. In 2010 This shows that the trend of growth will still be maintained for a long time.
The facts prove that in the past few years, the Chinese luxury market is showing unprecedented strong growth. In 2011, the overall increase in China's luxury consumption annual increase was between 25%-30%, and the luxury sales in 2012 reached 3060 100 million yuan, surpassing Japan to become the world's second largest luxury market.
Byn pointed out that with the decline of the euro exchange rate and the heating of overseas tourism, Chinese consumers have become the world's largest luxury consumer group, buying 1/4 of the world's luxury goods. Chinese shoppers are promoting the world. The luxury industry has achieved a strong third consecutive year since the global economic recession in 2008.
A statistics show that Chinese consumers have become the world's largest luxury consumer group in 2012, accounting for 25%of global purchases. Europeans fell to the second place, accounting for 24%; Americans accounted for 20%, and Japanese accounted for 14%.
, the financial statements announced by the World Luxury Association in 2012 show that some of the year -on -year increases in the Chinese luxury brand in the Chinese luxury brand last year decreased by 10%during the Spring Festival in 2013. The main luxury stores in Shanghai, Chongqing, and Shenzhen, in addition to individual best -selling products, still have a high total inventory. During the Spring Festival in 2012, it is usually possible to contribute It is more than 60%. From this point of view, the high -end part of the domestic luxury market in 2013 will still face difficulties in difficulties, while senior watches, pens, glasses, belts and other men have significantly atrophy. Signs of recovery.
The luxury brands are optimistic about the Chinese market
"The World Luxury Association China Outbound Consumption Psychological Trends Report" conducted group drawing surveys for consumers in major luxury areas during the "Golden Week" period. The respondent believes that Golden Week is the best time to shop overseas with his family. Ninety - % people say that buying luxury goods from the country is one of the main purpose.
Bain said that tourists constitute 40%of the global luxury purchases in 2012, and of which Chinese tourists contributed the greatest. Chinese tourists constitute 1/3 of European luxury purchases, helping the industry to maintain growth in the financial crisis. In 2012, luxury sales in the European market are expected to increase by 5%to 75 billion euros.
is the powerful purchasing power of Chinese consumers, which has made many luxury brands look at it here. In 2012, AIIRSTREAM, a well -known American RV brand, released its latest Chinese specifications in Shanghai with the brand "Feiyun" and announced that it was officially listed in China, selling for about 1 million yuan. According to the dealer, this entry level that belongs to the dragging RV is about $ 100,000 in the United States. The brand aimed at the consumer market in the Yangtze River Delta regions such as Shanghai, Zhejiang, and Anhui, and promoted the RV culture in China at the same time. The dealer named Li said: "We judge that China's RV market will double in the next few years. Therefore, the focus will be aimed at. In 2013, the company's consumption target was 50 million yuan, which is 50 million yuan, and 200 vehicles are expected to reach in 2014. "
, the savings are also being scraped into this market. Some consumption shows a weak trend, and some brands have slowed the pace of expansion in China. Since the fourth quarter of 2012, luxury consumption has slowed down significantly in China. The data released by the Swiss Watch Industry Federation earlier showed that at the end of 2012, due to some "specific" political factors, Chinese consumer demand began to cool down. The above dropped directly to only 0.6%, far lower than the growth rate of 6.8%and 18.4%in the same period of the same period in Hong Kong and China.
The price difference to the exacerbation of luxury consumption
While setting a new record in China ’s luxury consumption in China for many years, a attention phenomenon is that this rapidly growing new market is not fully realized in Mainland Chinese markets. More than 60%in 2012 were achieved in overseas markets. Due to the economic downturn in Europe, the depreciation of the euro continued to pull the price difference between luxury goods at home and abroad. As traveling abroad increased, Chinese luxury consumption appeared "blooming outside the wall" prosperity. Scenery, the outflow of luxury goods has intensified.
In data from the Ministry of Commerce, from September 30 to October 7, 2012, the sales of retail and catering companies in key monitoring of retail and catering companies nationwide were about 800.6 billion yuan, an increase of about 15%over the same period last year. Although it has increased, a report from Zhongying International shows that this increase has been the minimum growth rate of the 11th Golden Week since 2007. In the past three years, the minimum level of the Spring Festival and Eleven Golden Week has been in the past three years. On the one hand, the growth rate of domestic consumption began to decline, and the other side was a significant increase in overseas consumption.
Byn released the "2012 China Luxury Market Research Report" showing that the growth rate of the luxury market in mainland China in 2012 slowed from 30%in 2011 to about 7%, but overseas luxury consumption expenditure increased by 31 %, Chinese consumers' overseas luxury expenditures account for more than 60 %of Chinese consumer luxury goods.
Li Fei, a professor of marketing at the School of Marketing of the School of Economics and Management of Tsinghua University, said that from the number of numbers in 2008 and 2009, the seriousness of the problem can be seen. Among the total consumption of 141 billion yuan in 2008, overseas consumption (including Hong Kong and Macau) were 80.8 billion yuan; among the total consumption of 155.6 billion yuan in 2009, overseas consumption (including Hong Kong and Macau) was 87.2 billion yuan. A survey report released by the Global Tax Rebate in early 2010 showed that the total amount of duty -free products purchased by Chinese tourists in France in 2009 reached 158 million euros, which was 47 million euros than Russia ranked second.
Due to the strong purchasing power of Chinese people, in recent years, for the Chinese people's holiday outbound tourism, foreign luxury merchants have also made a gimmick to develop the market and attract more consumers. It is understood that the United States has accelerated its visa in 2012. The British Border Administration also launched an online visa application appointment in April 2012. It is also accelerating the speed of visa. For all countries and luxury brands, the Chinese are overseas overseas The consumption status has begun to become extremely important. China's "Golden Week" holiday has become an important festival for the annual expectations of the overseas luxury market, and serving Chinese tourists has also become the focus of overseas luxury goods.
Overseas purchasing chaos is urgent to expect policy portfolio
Under the influence of multiple factors such as the appreciation of the RMB, the small discounts of the brand in the country, the high tax system, and the high transportation cost It is found that the price difference at home and abroad has exceeded 50%, which has led to overseas purchasing and shopping.
If experts believe that the price difference between luxury goods has a certain relationship with tax rates, but it is difficult to really solve the problem difference by relying on reduction of tariffs. To guide consumption return, stimulate domestic demand and guarantee taxation, it is also necessary to start from stabilizing the RMB exchange rate, developing and expanding the retail industry of department stores, and gradually adjusting the tax system, so that luxury consumption will gradually return to "domestic". At the same time, it is necessary to advocate a conservation atmosphere to let the "ritual" return to "intent" is not the original meaning of "benefit".
If factors cause consumption outflow
The main reasons for consumer outflows is the huge spread of luxury goods. A survey of the Ministry of Commerce in 2011 shows that 20 brands of high -end consumer goods of two types of products: watches, luggage, clothing, wine, and electronic products have a market price of about 45%higher than Hong Kong, 51%higher than the United States, 72%higher than France, 72%higher than France. Essence
If experts believe that there are many reasons for the price difference, and the "tax system" is only one of the influencing factor. Ni Yongjun, a partner of Zhonglun Law Firm and an expert of the tax law, also believes that the role of tariff reduction will not be too large, and the proportion of tariffs in luxury prices is not particularly large. Because the tax rate is not high, "the limited tax rate will be in the limited tax rate. To make a limited reduction, the effect is still limited for the overall price. "
The experts pointed out that the cause of the price difference also includes: first, the significant appreciation of the renminbi. According to Lu Xiao, an international luxury expert and a teacher of Fudan University, the spread of luxury goods at home and abroad was not obvious before 2005. At the time below 20%, the purchase was not red at that time, and the profit and sales were not high. The significant appreciation of the RMB to the euro and the US dollar was gradually widening, and the purchasing agents gradually became popular. The significant increase in the purchasing power of the RMB has become the main reason for the difference in the price difference at home and abroad. Data show that in early 2006, the US dollar against the RMB was around 8.07. In November 2012, the data changed to about 6.3. In other words, in the past 6 years, the renminbi appreciates sharply against the US dollar.
The second, luxury brands maintain a "high -end image". Most of the luxury brands abroad have adopted the dealer model. After the financial crisis in 2008, many luxury brands in Europe and the United States have encountered the risk of large inventory and cash flow chain. For strength, a large amount of dumping is used to recycle funds.
In my country, because there is no powerful department store retail industry as a support, many brands use direct -operated store models. The brand's anti -risk ability is stronger. In order to maintain its high -end image, the discounts are relatively small and have poor enthusiasm. Lu Xiao said that many luxury brands have adopted a direct -operated store model or "hunger marketing" strategy in China. "Patient".
The phenomenon of overseas purchasing chaos in the parallel market
Lu Xiao believes that in different places, the cost of transportation, insurance is different, and the price difference is reasonable. 20%, it is bound to generate a parallel market, and the birth of smuggling and purchasing; and the current situation in my country is that the price difference between foreign countries is far above 20%, and purchasing must be rampant.
The monitoring data of the China Electronic Commerce Research Center shows that in 2012, China's overseas purchasing market transaction scale reached 48.3 billion yuan, an increase of 82.2%over last year. It is expected that this data in 2013 is expected to exceed 70 billion yuan. Behind the impressive data is the current situation of the situation of declaration to customs and less taxes.
On February 25, the Shanghai First Intermediate People's Court made a first -instance judgment on the smuggling case of a large number of goods evading taxes on Taobao shop owners, and found that the two defendants committed the crime of smuggling ordinary goods.
and in order to buy relatively cheap purchasing goods, Chinese consumers bear multiple risks. Some purchasing products do not have normal customs declaration and inspection and quarantine procedures, and quality is difficult to guarantee. In December 2011, when the Japanese food giant Meiji detected radioactive homicide and recalled some milk powder, it was not listed in the recall of milk powder through overseas purchasing channels.
Analyst of the China Electronic Commerce Research Center Mo Yanqing believes that the risk of online purchasing consumers is "double". On the one hand, the products entering the country by personal posts have not been inspected by the quality inspection department and lack of quality; on the other hand, "overseas purchaser", purchasing websites and consumers are facing legal risks of suspected tax evasion.
The purchases of overseas purchasing occurred overseas. If there is a dispute between the buyers and sellers, the legal jurisdiction and consumer rights should be carried out overseas. Because channels are not official, consumers may eat "dumb losses"; coupled with factors such as difficult investigation, difficulty in obtaining evidence, and high cost, rights protection is more difficult.
In addition, purchasing products are also true and false. Although many purchasing merchants claim to be “counter inspection” for purchasing products, this slogan is only “it looks beautiful”. Many luxury brands' customer service told the "Economic Reference Daily" reporter that the company's domestic counters do not provide inspection services. If consumers want to judge whether a product is real, they can only "take the product to the counter to visual inspection". Essence
The urgent need of policy "combination boxing" back consumption
If experts believe that if you want to truly return consumption, you need to take the stabilization of RMB exchange rate, create a "origin image", and enhance the competitiveness of the department store.
Lu Xiao believes that the stable exchange rate is also very helpful for the development of the real economy. Although appreciation will increase the purchasing power of enterprises and individuals abroad, its adverse factors are also obvious. Moreover, appreciation may exacerbate the "rising and inside" situation of RMB, and will further push the consumption power. Therefore, the RMB exchange rate should try to pay attention to the US dollar in a certain position and not take appreciation.
, and the step -down tariff can be adjusted in time, the consumption tax item is adjusted in a timely manner, and the pilot of tax exemption is added to create China's "shopping paradise". Ouyang Kun, CEO of the China Representative Office of the World Luxury Association, suggested that the pilot of duty -free shops can be made. All countries attract the most primitive development of tourism is the development of tax -free, such as France is the overall tax refund; it is recommended to be convenient in Qingdao, Dalian, Shanghai and other conveniences. The transportation city of transportation is considered a pilot of tax exemption.
If experts point out that only by enhancing the competitiveness and professional operating experience of the high -end retail industry, can it be possible to change the embarrassing situation of "dilemma" with difficulty in direct discounts and high distribution costs. Therefore, we should actively cultivate luxury sales channels in the territory and support and enhance the competitiveness of the retail industry.
Lu Xiao said that domestic brands need to rent counter, pay management fees to department stores, and purchase fees, etc., resulting in the department stores do not improve the management level of the main business. In the "sub -industry", the management level is uneven. And the international big brand has a strong right to speak, all of which are "department stores seeking luxury brands." The government should support retailers to accelerate development, increase scale, accelerate the development of chain, increase market share, improve the layout, implement the strong store strategy of single stores, and enhance the retailer's right to speak.
In addition, the consumer's mentality also needs to be adjusted, calling on the "etiquette" to return, eliminating the "extravagant" atmosphere of waste, and letting gifts and consumption back to the traditional and simple folk customs. People in the industry said that since the eight provisions of the central government have been introduced, the corruption of social corruption has converged, official consumption has been greatly reduced, and the gifts and gifts are not so vivid, which conveys the positive energy of social folk customs. Given that many luxury consumption is used in my country to give gifts in China, "ceremony" should be advocated to oppose "waste in gifts".
On the first scene
In abroad, queuing
"Thank you China!" This is a sentence that the Swiss watch industry has been said in recent years, and it is the amazing purchasing power of Chinese tourists from the Chinese tourists. Essence
Recently, I came to Shanghai Guojin Shopping Mall. Although it was noon on my working day, GUCCI [Weibo], Louis Vuitton [Weibo] (LV), Hermès, and Hermès, Hermès, and Hermès, Chanel [Weibo] (Chanel) and many other luxury brands are still there.
The two places are worth paying attention to: First, the discount signs are almost unsight. In other shopping malls, the signs of Manchuria, Promotion, and Clearance are abound. Even the other floors of this mall are marked with "1 % off clearance and other words", and there are almost no brands of discount information on the luxury brand floor. After consulting several brands, the reporter was informed that unless you bought more than 100,000 yuan at one time, it was difficult to discount; even if he purchased more than 100,000 yuan, the discount strength was very small.
The second is that the age level is also quite characteristic. Different from the consumption of many luxury brands abroad, most of them are middle -aged people. Among the multiple luxury stores in this shopping mall, there are both business people in their 40s and young women in their 20s. "Family" buyers who come to buy luxury goods with their homes, and many of them are carrying luxury goods just purchased.
has observed for nearly half an hour at Hermes’s store, and more than a dozen customers came to try wearing scarves and leather shoes, including a 40 -year -old man, a young couple, etc. Three or four customers in the end "return to the load".
The woman who is choosing a silk scarf looks very familiar with the shopping guide. After choosing it for ten minutes, she bought three silk scarves in one breath, and each price was around 4,000 yuan. "This time I have to learn the lessons of the previous few times. The previous few times I saw several results and did not buy all the results. The same color was sold out the next day, and the regret was too late."
, some brand sales staff also said that in the context of continuous anti -corruption, some consumption showed a weak trend.
It experts pointed out that Chinese consumers are largely saving Europe, Swiss watches, brand -name fashion, jewelry, perfume leather goods, accompanied by the growing consumption capacity of Chinese tourists and the gradual consumption concepts, many countries And the emphasis on Chinese tourists on luxury brands has reached unprecedentedly.
has visited various luxury exhibitions recently held in Beijing and Shanghai. Seeing many new European and American brands set up counters in China for the first time, expressing their desire to enter the Chinese market. At the Shanghai International Luxury Life Expo held in 2012, 100 top brands were brought together, and one -third of them entered the Chinese market for the first time.
The Swiss Independence Watchman Association will bring 8 brands to display their custom watches in Shanghai. Some of them have set up offices in China and intend to enter the first -tier cities in China. The general price is 200,000 RMB or so, custom models ranging from 400,000.6 million.
The sales director of the brand "LANG