Hongkong Luxury Retail Market Is Not Mature, But Luxury Is Rising.

After the fall of Hongkong, Guangzhou's luxury retail market has not been mature for many years. Instead, it seems to be an opportunity for rapid growth. In the gold rush business area, the first generation luxury goods mall is still shining brightly, and there is no big migration of luxury brand shops in the first floor of Garden Hotel.

Friendship Store official pointed out that in this year's luxury environment is weak, the friendship store's luxury business income increased slightly.

In the first half of 2015, Guangzhou's Taigu sinks, the largest investment property in mainland China, reached 99% and retail sales increased by 20.7%.

It is easy to see that in 2014, the brand tenant adjustment led to the overall sales growth of Tai Koo Hui shopping malls, including 39 new brands that were successfully introduced, of which 21 brands were the first to expand.

In the first quarter of 2015, Florence Town, a luxury discount shop brand invested by SilkRoadHoldings, opened in the first quarter of 2015. It became the third "Florence town" in China after the "Beijing Tianjin" and "Shanghai". It was also the first luxury discount shop in Southern China.

Then, in March of this year, the most expensive office building in Guangzhou, the world's top 500 enterprises, was officially launched in the East Tower, and the K11 Art Mall, known for its luxury art shops, will follow K11 OFFICE.

Against this background, what changes has taken place in the luxury consumption structure of Guangzhou, which has been used to the consumption of luxury goods in Hong Kong and Macao for many years? Has the consumption habit been changed?

In recent years, people who simply consume for a LOGO have declined significantly. This change is a brand recognition and progress of cultural development.

The person in charge of friendship pointed out that "

Consumption, from simple status symbol, has already developed into the embodiment of personal taste. It is attracted by simple brand fame, and develops to pay more attention to brand culture and connotation, and pays more attention to whether the brand style is suitable for its own temperament and social image.

Clare Wu, deputy general manager of the former Libai Plaza, also pointed out that "when consumers choose to become more, the past pursuit of brand and price will turn into the pursuit of fashion and style. As long as the right ones are not expensive, this is also the reason why some luxury brands and tide brands can rise."

Karen Choo, deputy director of global sourcing at the core of luxury buying cross-border Internet, said: "now, as consumers' awareness of luxury goods continues to increase, they will not only pay for a brand, they will choose the most suitable products for themselves."

Coincidentally, LUMLUM, the buyer of TUDOO SHOWROOM&SERIOUS multi brand store, also pointed out that "the most obvious change in consumer behavior in the past two years is that consumers are mature, blind luxury consumption is significantly reduced, and consumption is more rational and personal."

For young consumers, luxury stores are no longer the only place for physical stores to buy. They seem to prefer buyers who directly reflect personal taste.

In this regard, Karen stressed that "Bain consulting company every year there will be a survey report on China's luxury consumption, it is obvious that in the past two years the traditional three brands including Herm s, LV, Chanel

They are all down, and the market share of new designer brands including Stella McCartney has risen rapidly.

According to the sales data of our website and other sub enterprises, Guangzhou consumers account for more than half of the consumers' age, and the ratio of buying traditional brands and designer brands to about 6:4.

LUMLUM said, "from the monthly data per quarter, we can see that the main consumers in Guangzhou are obviously younger than those in the past. Consumers obviously have diversified channels of information, and are more inclined to moderate prices, good quality and individual products that embody personal tastes.

In the past, sales of ideal single products will appear frequently in the magazine media homepage, or the same sections of the big stars.

In the past one or two years, the demand of guests has obviously shifted from the mainstream to the personality.

Gold medal buyers agree that rational consumers will find that the retail price of retail brands in different countries is also fluctuated with the change of exchange rate.

Therefore, they believe that the biggest factor affecting the consumption habits of local luxury goods is not the exchange rate problem, but more other factors.

For example, different buyers choose different products; the whole shopping experience is different from the single product; the simplification and generalization of traveling abroad will affect consumption habits.

Under this premise, cross-border electricity providers are leaping for demand.

When the devaluation of RMB depresses people's outbound tourism to a certain extent, the consumption is not only brought back to the local market by some tourists, but also flows into cross-border e-commerce platforms.

According to Winnie, "with the increase of opportunities for Chinese people to go abroad, it is easier for them to understand the price, history and even brand positioning of luxury goods in the environment of global convenience. Therefore, the angle of choice will be changed from the former blind consumption to the brand quality and style.

Therefore, the factors affecting the exchange rate will be reduced to the weakest because of the emergence of cross-border electricity providers.

In the future, a new generation of young consumer groups will continue to grow, and the consumer groups they represent are just the primary groups that need to be cultivated for luxury consumption. From the very beginning, they are concerned about the fact that individuals are bigger than brands. Therefore, the buying model that focuses on personal style will continue to become popular.

LUMLUM predicts, "I am very confident in the luxury consumption line. Whenever there is a group of such consumers, professionals will be able to see the source of the problem, find consumers and meet their needs, be professional when consuming power, and be more professional when consuming less."

Karen Choo believes that cross-border electricity providers will become a new way of consumption.

Because with the cross-border e-commerce logistics and tax policy landing, cross-border electricity supplier in the quality assurance, brand style choice, on the domestic

Cause great impact.

And in terms of price, it is cheaper to buy than to travel abroad.

Luxury consumption has become a daily life behavior, convenience and price advantage, which will drain them to the cross-border electricity supplier platform.

Clare Wu, deputy general manager of former liebai Plaza, said: "luxury stores in the future need to invest more people in CRM (Customer Relationship Management) to maintain customer buying habits and activity."

Winnie Ho, managing director of Guangzhou Ba Qu image planning Co., Ltd. pointed out that "the past individual brands are unique, and believe that the future will not be reproduced. Personalized and differentiated products, providing products that are more suitable for different styles to consumers will become a new business trend for the later luxury brands."

The traditional shopping platform is clearly losing the right to speak in the past.

In such a close to the people era, luxury goods consumption in the same people's city of Guangzhou seems to be easier to get a new and subtle business opportunity. At the shopping guide level, consumers are not buying the brand themselves, and more people who make personalities as luxury people. Their interpretation of their distinctive styles is expected to become the new soft advertising head.