"Chinese consumers are buying LOGO"

China's luxury goods group 15 years younger than in the West

　　Italian luxury brand Prada was successfully listed in Hong Kong, China. 13 until 16, Prada in Hong Kong, China IPO, and to be listed in 24. With China's vast hinterland as the economic support, China has become the world's luxury goods in Hong Kong funding distribution center.

　　Many luxury brands through continuous shop, crazy to seize the domestic market. McKinsey's latest survey showed the typical consumer of luxury goods in China than in Western populations average 15 years younger.

　　Domestic luxury that more and more stores

　 　Prada has been oversubscribed by 5 times, and they intended to finance the 2.6 billion, most of the funds raised will be used to extend Prada's Guide. In addition, the Coach has been in the United States and listed in the UK Burberry has also announced to go to Hong Kong, China introduced a second listing in the form of listed or quoted.

　 　In this regard, the University of Massachusetts Boston Professor of Chinese Cultural Association consultant Liu Ruiming commented: "The Chinese luxury goods market in 2010 reached 800 billion yuan, will reach 1,800 billion yuan in 2015, when China will account for 20% of the global luxury goods market, and to overtake Japan as the world's largest luxury goods market. "

　 　According to LVMH Moet Hennessy Group (LVMH) Annual Report showed the group a record performance in 2010, sales topped 20 billion euros, net profit for the first time more than 3 billion euros. Chinese consumers have ranked in Japan, the United States and South Korea in front of consumers has become one of LVMH's top customers. LVMH Group Director, said Yue, LV prepared to sales outlets in China extends to the second and third tier cities.

　　In addition, Coach also prepared 25 additional stores in China. Last year alone, Coach has opened 15 new stores in China. At present the company's global sales of 240 billion U.S. dollars, accounting for 10% of the Chinese market. The company estimates the Chinese market will account for 20% of the next ratio.

　 　McKinsey's latest survey, "China's luxury goods groups typically 15 years younger on average than in the West, mostly for men." But they also pointed out that in China about 150 billion U.S. dollars last year, the luxury market, women the proportion of consumption accounted for more than half. Luxury sports car maker Maserati company said sales in China last year, 400 vehicles, 30% of women buy, this phenomenon is that only 2% of women car buyers -5% of the U.S. and European markets to shame.

　　LV executives said that "people are buying LOGO"

　 　In March of this year's Paris Fashion Week, an unidentified "LOGO sister," so his surprise, she was wearing a Rick Owens jacket, Gaultier jacket, Valentino silk trousers, pedal D & G shoes, tied around his waist LV small pockets, her hand leaving for a big bag of Chanel.

　 　Some netizens commented that spelled out by these famous "LOGO sister" has long and beautiful, taste has nothing to do, she just covered in luxury with LOGO reveals, "I have money!"

　 　"In the past few years there have been some new, wealthy consumers. They have to experience things, not necessarily the same as with the past." Brioni Group partner and former CEO of Unger Maloney said. It can be seen, luxury brand managers have found the Chinese market of consumers, more emphasis on brand and LOGO bring identification and satisfaction.

　　Fenglian Group President Liu also had LV side of a senior consult the characteristics of Chinese consumers. The other told him, "LV traditional customer base is middle-aged, while Chinese consumers are much younger, and there are many obvious preference LOGO style. So we adjusted the design and put more young" high-LOGO "to meet demand from China They do not care about product design, that is, buy LOGO. "

　 　Fang Liu is also on the 12th in microblogging laments: in Beijing CBD, Chanel and LV flagship store area of ​​only 100 square meters, annual sales of about 6 million! Pearl River Delta Yangtze River Delta or a few thousand people in the garment factories busy for a year, and tired with the donkey-like LV also such a turnover. Located in The Landmark, Central, Hong Kong, LV store luxurious style, plus an upstairs, downstairs, about 300 square meters, which is packed with people speaking a variety of accents in the Mainland, to sell 60 billion a year! This is the difference between LV and a donkey?