Analysis Of The Growth Of The New Consumption Pattern

The Royal jewellery brand Carreray Carrera (Carella Carella) from Spain chose to open the first boutique in Macao one square last year. Svetlana Kupriyanova, the chief executive of the brand, told me that they were invited by MGM China Chairman He Chaoqiong to open the first boutique in China. In her view, this is indeed a good time to enter the Chinese market. In the fast developing stage of luxury goods, people's consumption demand for jewelry brands like Carreray Carrera is far less than that of now.

There are more than one top brand like Carreray Carrera in Macao one Plaza. Of course, the most famous brand in Macao's newest luxury landmark still occupies an important position. Macao, rather than Hongkong, as the entry point into the Chinese market, has become the latest choice of some brands. In the past year, the "illegal occupation" campaign, which is taking place in Hongkong, is giving Hongkong retail status its status and facing many challenges. Macao, one hour away from Hongkong, is becoming a substitute for many people.

Carreray Carrera originated in Spain. Gold is the main material of jewelry. Its unique shape and unique sandblasting technology is the favorite of Spanish royals and many European stars. In China, people used to buy jewelry that was highly recognizable in design for a long time. Now, Svetlana Kupriyanova feels that valuable technology is becoming a major consideration in people's purchase of jewellery.

Similar events also took place in the fashion industry, and designer brands are finding new spring sales in China.

In Beijing, Shanghai and other first tier cities, the opening of designer brand stores is often paid more attention. 3.1Phillip Lim It was only 10 days in Taigu District store in Sanlitun, and it became the sales champion of the month. Its performance exceeded that of the well-known Paris family, and even a number of successful brands in a building's buyer shop "big I T".

More and more designer brands like 3.1Phillip Lim are well known through various channels, and they are replacing the most popular fashion brands in the past. Fast fashion brand More and more olive branches have been extended to these brands. When H&M has thrown olive branches to Isabel Marant and Masion Matin Margela, the brand name of the obscure Paris designer has quickly gathered a large number of people with its relaxed design style.

　　 Svetlana Kupriyanova I believe that after a long period of education, a group of Chinese consumers who grew up first are enjoying a more relaxed and open mind.

They refuse to pay for stupid designs, and appreciate the clothing and elegant design of the costumes, and appreciate the weight of the process behind watches and jewelry. If they used luxuries only to prove their money in the early days, most of the consumers with international vision now want to show their taste through their own purchases.

This change has occurred in Japan, which is fanatical about luxury consumption. Now it is moving low to the first tier cities in Beijing and Shanghai. The adjustment made by Beijing's old Buddha's department store relative to the Department of Lafayette department in Paris headquarters is an interesting explanation of this change.