In Guangzhou, part of the luxury stores, the reporter found that because of low sales, some luxury brands joined the discount team. Haiyin in another city of Burberry shop, sales staff told reporters that all products are now discounts, some merchandise discounts as low as 2.4 discount. The price has been close to the middle of the brand.
But with the general merchandise discount promotions, these luxury goods store is taking the “low-key line.” Reporters observed the store inside and outside the environment, did not see any discount or discount logo, only into the store, the staff to consult the price, will be told that some of the goods have different discounts.
“This year the domestic luxury goods performance is poor, and the domestic economic slowdown has a great relationship, which is mainly reflected in the consumer confidence.” Luxury research experts, wealth quality research institute director Zhou Ting told reporters that the other One reason is that the domestic luxury goods market has been developed for nearly 10 years, consumers from the purchase of enthusiastic stage, to gradually mature and rational process.
ISI Group believes that the reduction of luxury goods in China, mainly due to the rich and middle class assets decline. The assets of this class are mainly stocks or real estate. The current stock market environment is bleak, real estate prices are hesitant, the rich and the middle class people naturally unable to carry out luxury consumption. A survey shows that this year about 30% of the domestic rich that will reduce the purchase of luxury goods.
Some people in the industry believe that the recent “organ affairs regulations,” the introduction, may also affect the luxury sales. The regulations explicitly prohibit civil servants from using public funds to purchase luxury goods. Previously, there are policies that require the reduction of official meals, public car purchases and the purchase of expensive wines.
Investment adviser senior researcher Xue Shengwen said that in recent years, driven by luxury consumer boom, the major luxury goods enterprises to accelerate the layout of a second-tier cities in the country. But in the current economic situation, many of these new stores can not achieve the desired performance.
“Luxury goods in China has entered the adjustment period, which will usher in a new round of reshuffle, the crisis bear the weak brand will be eliminated.Specific enterprises on the one hand need to seek lower production costs, on the other hand to investigate Research and understand the needs of consumers, the production of marketable products. “Xue Shengwen said.
Despite the decline in China’s luxury goods market, but still “sentiment” China’s luxury brand or a lot, Burberry Chief Financial Officer Styrian – Cartwright recently made clear that Chinese consumers still have strong consumer willingness, the Chinese market is still Save huge business opportunities. It is reported that Burberry has opened 63 stores in China, and plans to expand to 100 in the future.