Luxury In China: Scenery Is Good Here.

From Meigong town square to CITIC Plaza and then to Hang Lung Plaza, this section of Nanjing West Road is almost a place for luxury brands. Every time they come to the Lantern Festival, the beauty of the fragrant car is lingering in here.

They may be concerned about the arrival of the latest product, or which limited edition leather bag begins to accept the reservation.

However, a recent news has made many people lose sight of it: the Gucci package with a price tag of over ten thousand was stolen, but the price is unknown.

For a while, there are more arguments about luxury goods.

How much is the cost of a 10000 yuan package?

The company regards it as a commercial secret and will not disclose it at all.

Economists have pointed out that the so-called "profiteering" means that the profit level is much higher than the average profit level of the industry.

In a fully competitive environment, the profit of an enterprise should not only cover the cost of operation, but also make it survive and develop.

The gross profit margin of luxury goods sold in China is about 50%, and the definition of "profiteering" is not excessive.

Why is the luxury industry a profiteering industry? Zhou Ting, President of the Institute of wealth and quality research, said in a sentence: "it controls.

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The more consumer goods are, the more competitive the industry is, the smaller the profit is than home appliances.

General merchandise is priced in two ways: one is priced according to cost, the other is priced by value.

Mass consumer goods, public goods and fast moving goods are priced at cost, while luxury goods are not. Their pricing power is in the hands of the brand, and the luxury market is a seller dominated market.

Some scholars believe that this also shows that the concept of Chinese consumption is not mature, resulting in the phenomenon of more expensive and more buying.

Luxury in China: the scenery is good here.

Although many people think that for a leather bag to spend tens of thousands of dollars at all, it is not worth a while, but the status quo of luxury goods in the Chinese market is: the scale of stores is increasing, the number is increasing, and the price is becoming more and more expensive.

Miss Wang, who works in a luxury brand Shanghai company, told reporters: "in recent years, our commodity prices have been rising, and the annual price increase is around 3%."

This is also based on the high price of domestic luxury goods than foreign countries. It is understood that because of tariffs and other factors, domestic luxury goods prices are about 30% higher than that of origin.

In 2009, luxury brands were hit hard all over the world. European luxury goods sales fell by 4%, while the US fell by 20% and Europe by 15% to 20%.

Sales in China alone increased by 20%.

In 2010, China's luxury goods consumption stood at 6 billion 500 million US dollars for the first time in 3 consecutive years.

By the end of December 2011, data from the World Luxury Association show that the total annual consumption of China's luxury goods market has reached $12 billion 600 million (excluding private aircraft, yachts and luxury cars), accounting for 28% of the world's share and the world's top.

French CLSA forecasts that by 2020, China's luxury goods market will reach nearly 170 billion euros, and 44% of the world's luxury goods will be sold to Chinese people.

It is not comprehensive to evaluate the contribution of Chinese market to luxury brands solely by domestic data.

In fact, a considerable portion of luxury sales in Europe and the United States are also supported by Chinese consumers.

Mr. Liu recalls that two years ago, he went to a small country in northern Europe. In a luxury store which was not the only one in the capital, it was almost all Chinese, and the shop assistant also exclaimed: "Chinese tourists never ask price, they buy everything."

Hang Lung Plaza, Nanjing West Road, Shanghai.

We are planning to open a new flagship store with 4 storeys in the year.

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Luxury buyers have "upstarts" and "mystery shoppers".

Who was spending luxuries? About 6 p.m. yesterday, the reporter walked into a luxury store in Shanghai. More than 20 customers at the scene were picking leather bags, and most of them were women.

Some cosmetics are fashionable and fashionable, and a few customers are very ordinary. They speak softly and quietly.

One industry insider laughed and told reporters that there is always a "upstart" in the luxury store, and every brand has its own VIP customers. "They have fixed purchases every month. We will send them the latest styles in time. If there are customers' birthday, we will also send birthday cake to maintain relations with customers."

However, those customers are exactly what people are, and the industry insiders are too vague: "they should be businessmen. It is not clear enough to buy so many luxuries."

Zhou Ting, President of the Institute of wealth and quality, said luxury consumers are people who are not sensitive to price and are willing to pay for the brand premium.

They once did a survey: those rich in assets less than 10 million yuan are sensitive to price. They will pay attention to the proof of brand LOGO. People who are between 10 million and 50 million yuan pay more attention to whether the brand is in line with their personal temperament and life. If they pay more than 50 million yuan, they pay attention to the individuality of the product, can they enjoy it alone, and even the brand does not exist.

High imitation goods are the key to success.

Luxury in China has gradually become a symbol of identity, and strange phenomena also follow.

Some are called "

"High imitation goods also began to buy online shopping platform.

"It's vanity."

Some people in the industry told reporters, "for example, people in the fashion circle think they are embarrassed to go out without a few sets of them.

And in the eyes of some ordinary people, there must be several sets of such facilities to show the superiority of life, even if it is all too hard to make a false appearance.

The reporter searched the "LV wallet" on an online shopping mall. The results showed that the price was uneven. The price of the "LV wallet" was 5000 yuan, and the cheapest one was only 18 yuan.

One of the "2012 spring and summer new LV hot long sale" wallet is priced at 128 yuan.

Reporters noted that the product sold in 17 days in 30 days, many buyers have also left messages, praised the wallet "good quality", "second purchase, exquisite workmanship" and so on.

There is a high imitation of luxury, how can it be done? There were a group of "noble" people who used this behavior to the extreme.

That is to buy some quality super A luxury goods, then buy paper bags and gift bags for packaging luxury goods, and all kinds of shopping tickets.

Reporters searched Taobao's "baby search" column to search the key words "brand shopping bags". As a result, 1016 online stores sold all kinds of luxury brand paper bags or shopping bags.

And many shops marked "overseas purchasing" will be marked: "containing genuine small ticket".

Whether the goods purchased abroad are genuine or not can be identified by any authoritative body.

A psychological expert said that the main reason for the phenomenon of "noble appearance" is inferiority and vanity, and most of them will appear at the pressure of the white-collar workers.

At present, the psychology of keeping up with others is especially prevalent in offices. It is easy to arouse the uneasiness of white-collar workers. They think that wearing a famous brand and carrying a famous brand will represent the life of the upper class, and think that only the life of the upper class will be happy and happy.

Psychological experts suggest that the name brand is not a symbol of identity, nor is it an individual label. Too blindly pursuing unrealistic things will only gradually shift its values and outlook on life, pursue the brand name should be moderate, and choose the appropriate accessories to get more satisfaction and happiness.