China'S Luxury Market: Overseas Purchasing And Purchasing Are Becoming A Trend.

Overseas shopping and purchasing continues to grow rapidly. This new trend has been evident in the past two years, affecting the sale of luxury brands in the mainland of China.

70% respondents who choose to purchase overseas have mentioned price factors.

"I like to buy luxury goods abroad because products are more expensive, cheaper and better served.

Next year I'm sure to increase spending in foreign countries. "

A consumer in Beijing said.

A well-known men's luxury brand store manager admitted to reporters that last year's performance fell to a low level, the two reason is the sharp decline in public spending and overseas.

The rise.

"I often hear guests coming to the store, which is twice as expensive as what I saw abroad."

According to Bain analysis, the reason for the increasing consumption of overseas luxury goods lies in the fact that domestic price and tariff policies continue to cause price differentials. The RMB continues to be strong so that overseas shopping can enjoy a favorable exchange rate. The number of outbound tourists continues to grow and the choice of products for overseas shopping is wider.

The luxury purchasing market continued to expand its share in 2014. 70% of consumers said they had bought luxury goods through purchasing channels, and the future spending would increase. Bain estimates that the scale will reach 55 billion to 75 billion yuan.

The overseas purchasing market of some brands even reached about 1/4 of the total sales in the mainland of China.

Bain's survey showed that the pattern of buying and sending luxury goods to Chinese customers in 2014s was rapidly growing, mainly focused on cosmetics purchasing, followed by leather bags, watches and jewelry.

The total market accounts for about 50% of China's stores.

Zhang Peiying, they made them in some high-end shopping centers.

The survey also supports the same conclusion. These surveys show that more than half of consumers have overseas shopping or purchasing behavior or intention.

"Although the storefront is experiential, but the price is relatively high, so we are now working with relevant parties to engage in luxury cross-border electricity providers, mainly to solve this problem."

The head of a purchasing agency concluded that the current Chinese consumers are very smart and will compare prices.

The most important reason for choosing purchasing is the price difference between channel and region.

This is also true.

One of the reasons why China's market is optimistic is that demand is growing, but the location of its purchase is diversified. "The total demand for luxury goods in China includes both the sales of mainland stores, including the volume of purchases of Chinese consumers in Hong Kong, Macao and Taiwan, the European and American markets, and the consumption of overseas purchases."

To cope with the above changes, many luxury brands began to upgrade their stores and experience, and some brands expanded their business channels. For example, Gucci (Gucci) and Armani (Armani) have already landed in China, and Coach (COX) and Hugo Boss (Hugo Bosse) have also launched their own websites in China.

However, Zhang Peiying believes that these are a direction of luxury marketing, but deciding whether a brand can go far depends on its input in services.