Armani clothing depth analysis of China when there are big luxury - Clothing, Women's - Clothing industry

Armani clothing depth analysis of China when there are big luxury - Clothing

, Women's - Clothing industry

Internationally Financial Crisis, the international luxury market weakness, the Chinese market rose to buck the trend: luxury consumption in China last year totaled 9.4 billion U.S. dollars, the global share of 27.5%, as the world's second largest consumer of luxury goods. However, in the country in front of a huge potential for luxury consumption, China's luxury goods industries, are facing an embarrassing fact?? In the global luxury brands, there is no one from China.

Why, as the second largest consumer of luxury goods, China does not own the brand? When China's luxury brands to the global stage, and Gucci, Armani and other top brand comparable? In the March 27 organized by the China Europe International Business School's "2010, the second China-EU Summit's top brands", the global luxury goods industry, senior academics and industry leaders to discuss the creation of luxury brands in China road .

How much the Chinese luxury market

"In the luxury goods company executives in circulating such a story." Ferragamo CEO MicheleNorsa told reporters that some places in China, a French luxury goods store, one borrowed from the French head office be treated as the treasures of the value of Zhendian 99.9999 million RMB handbags, a few days after the show was bought with cash. Huge amounts of money in order to inventory, shop one day be forced to cease operation, "This is the charm of the Chinese market."

Chinese luxury goods market, how much? A set of data may be more clearly. World Luxury Association estimates that consumption of luxury goods in China last year totaled 9.4 billion U.S. dollars, the global share of 27.5%, second only to Japan to become the world's second largest consumer of luxury goods. Boston Consulting predicts that by 2015, total consumption of luxury goods in China is expected to reach 248 billion yuan to replace Japan as the world's largest luxury goods market.

Not only China's huge market for luxury consumer, the spending power of Chinese people have also extended to overseas. Chinese New Year, thousands of Chinese tourists travel to New York, earned 30 million yuan to the local. It is said that the nation's largest department store chain Macy's, New York Empire State Building, the top selling jewelry Cartier first customers in China have set the Session. France, the world famous shopping tax return services group issued a report, Chinese tourists last year, returns in the world joined the Group in France, consumer shops around 158 million euros, accounting for France that year 60% trade tax rebate shopping, Chinese tourists to become France's largest tourism consumers. Boston Consulting, China's major tourist activities in Europe and the United States, 95% are shopping, in which luxury consumption has accounted for 70%.

More for luxury goods industry are encouraged by that, with China's rapid economic development, China's luxury goods consumption in the next few years will be increased year by year. Morgan Stanley noted that when per capita GDP reached 2,500 U.S. dollars after the sharp rise in luxury consumption, while China's per capita GDP has broken 3,000 U.S. dollars, can be expected in the next few years, luxury consumption in China will show "explosive" growth. Montblanc (China) Limited, Mr Lu Xiaoming told reporters: "A lot of luxury brands now only take root in Shanghai, Beijing, Guangzhou and other first tier cities, but there are 80% with strong consumption power of people living in two third-tier cities, that is, in fact, China still has 80% of the luxury market has not yet developed. "China's Economic Reform, vice president of Wang Depei said:" The next ten years, the urbanization of China's transportation and capital finance to develop, will drive the luxury brands in China's big development. "

Why no Chinese brand luxury This attractive market, attracted many international luxury brands have been "rushing" to China. Which opened in China's luxury goods stores in major cities Needless to say, even the original only in Monaco and other "luxury country" organized by the International Top Marques show held in China last year also changed. However, this occurred in China's domestic war on the commercial market, there are few Chinese brands to join. "In China, consumption of luxury goods piece of fertile soil, the top foreign manufacturers has been out-singer, and most local businesses are playing a supporting role to sing." One of the participants said.

Fudan University Management Assistant Professor, luxury experts Lu Xiao told reporters that luxury need to have six functions: the absolute best quality and perfect production process, a long history of tradition and legendary brand story, the scarcity of goods and unique, high aesthetic and multi-level emotional and non-functional design. "To the six standards, China is certainly not a luxury brand."

In fact, the ancient Chinese legendary story Daoshi no lack of luxury. Tiger Fashion Co., Ltd., founder and artistic director Zhang Zhifeng to reporters three examples, one at the Han Dynasty, the Han Dynasty opens

Silk The road to China via Persia was the best silk to Rome, Rome, China's rise to fashion; Second, in the Tang Dynasty, the then

Clothing Species diversity, rich colors, has spread to foreign countries, and now some night

Dress Design services can also be seen the shadow of the Tang; Third, in the Ming Dynasty, Zheng He's seven voyages, the Chinese porcelain, tea, transport to overseas, sought after by many foreigners, "to now look at the definition of luxury Chinese tea, porcelain, silk and other luxury goods in fact belong to that time. but due to the feudal system of constraints, Chinese tea, porcelain, silk, etc. not had time to form a brand. " Zhi-Feng Zhang explained.

The reform and opening up more than 30 years, the Chinese economy is relatively sound economic environment is more relaxed, why China is still not developed local luxury brand? LU Xiao There are three main reasons for that: first, because luxury brands are all after a time, quality, and capital accumulation in order to achieve this level, but 30 years since reform and opening up, such a short time, is not enough to build a luxury product brands; 2 is due to the shortage of China's long-term capital, capital allocation of channels blocked, so we do not have enough capital to enter into the connotation of the brand, shape, and research up luxury brand's life is difficult enough; Third, because luxury goods business model is completely different from general products, but also "import" and truly understand the domestic luxury very few operations management personnel.

When the rise of China's luxury brands

So, when can create their own international luxury brands?

International luxury consulting company has been optimistic forecast, after 20 years

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