Watches Slipped Most And New Brands Were More Attractive.

In 2014, the luxury market in mainland China showed negative growth for the first time, down 1% from 2013.

But at the same time, in the global luxury market, the consumption of luxury goods in mainland China rose by 9% to 380 billion yuan, accounting for 30% of the global luxury market.

This also means that more and more Chinese are targeting overseas venues.

Seen from the survey, including

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In 2014, the total growth of luxury goods consisting of 8 categories of shoes, jewelry and other products decreased by 1% compared with 2013. Among them, the number of watches declined by 13%, while men's clothing decreased by 10%.

The report argues that sales of luxury stores in mainland China are hard to achieve in 2015.

It is generally believed that there are two reasons for the market downturn, one is the Chinese government's anti-corruption.

The second impact is that more and more capable Chinese are not spending at home.

The sample of the report is 1400 luxury consumers who earn more than 10 thousand yuan in more than 10 cities in the whole country. From the survey interview, they also see the change of luxury consumption.

"Compared to the traditional big names (such as LV, GUCCI, etc.), you will try more to buy new brands in the next three years?" 44% of the respondents agreed very much and agreed to 38%.

When asked about the most attractive new brands, baring family, Alexander McQueen, Jimmy Choo and other brands were among the best.

Chinese consumers' consumption preferences gradually change, they pay more attention to the design sense, the trend, brand preferences, diversification, specificity and no need for obvious brand identification; they chase new brands, and also lead to the change of the ranking of different kinds of top brands.

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In Bruno LAN Na, the rise of tourism in Japan and South Korea is partly related to the depreciation of Japanese currency last year, and the increasingly fierce trend of Korean wave in recent years. On the other hand, it is also related to the shopping environment in Hongkong.

"Some people have gone to Hongkong many times, so they want to change places."

Bruno landner said, in addition, "occupy the middle" also had a negative impact on the mainland's travel to Hongkong.

The report estimates that the total consumption of luxury goods in China will reach 380 billion yuan in 2014, if it is consumed outside Shanghai, which is still 9% higher than the previous year, accounting for nearly 30% of the total consumption of luxury goods in the world.

Bruno lenner believes that the current "readjustment" of China's luxury goods market has basically come to an end, and Chinese consumers are more mature than ever before. No matter what class, they begin to pay more attention to the commodity characteristics such as "fit themselves" and "exclusive".

In his view, all luxury brands have seen this change, are reinvigorate the core network, and to cater to the new needs of consumers, integrate more fashion elements, and expect that the sales of brands in China will achieve positive growth in the coming year.

Previously, many brands including Louis Weedon, Hugo and so on have replaced art directors and creative directors in order to inject new vitality into products.

However, the report reminds us that more and more consumers are starting to spend their money on experiential luxury consumption, including El Luxor Hotel, luxury spa, high-end tourism and so on.