Luxury Merchants Prepare For The Spring Festival In The Year Of The Sheep.

Although the consumption of luxury goods in mainland China fell to its lowest level in 10 years during the Spring Festival Golden week last year, the volume of overseas consumption pactions of the United States and Europe in the long distance travel area increased by more than 50%.

As the United States and Japan have relaxed the visa requirements of Chinese people, it is expected that the number of overseas Chinese holidays this spring festival will exceed that of last year.

"Chinese consumers are the mainstay of the global luxury market, and this position will continue to consolidate in the future."

Tom helps Zegna, Ford, Mai Baorui and so on.

The CLA consulting company, Alice Bok, who formulated China's consumption strategy, revealed that in early 2014, Bergdorf Goodman, a boutique department store in Fifth Avenue, Manhattan, New York, had used the horse as the core element to display the display of windows, and the results showed that this year's Lunar New Year Show is ready. It will be officially released in mid February.

"In recent years, some well-known international luxury brands have been sparing no effort in attracting Chinese consumers, and often come up with tricks in the coming year of the Chinese lunar calendar. This year is no exception, but only more."

In addition to boutique stores, brands that have Chinese Zodiac elements in their brand designs are also "borrowed", emphasizing the association between their brands and the Chinese Zodiac year to attract attention.

Taking horse year as an example, Burberry, a luxury brand in the UK, has grabbed a new year old advertisement before the Spring Festival. There are no handsome men and celebrities in branded costumes, but only emphasize that the new year's fireworks on the Big Ben in London are pformed into a horse in the trademark pattern.

Besides Burberry, because of the horse on the brand design, it became the international brand of frequent customers in the Chinese New Year's gift list last year, as well as Hermes, Cox and so on.

Even if there is no animal image in the brand design, it can hook up with the zodiac.

Including Jacques de la, Vacheron Constantin, Earl and other brand names are planning to launch this year's Lunar New Year Limited Edition of the annual watch, directly depicting the zodiac pattern on the dial.

Albok admitted that China's anti-corruption will have a negative impact on the sales of luxury goods. Under the supervision of colleagues and the media, China will be especially cautious when buying luxury goods after 60 or after 70.

But the rise of the millennial generation (1985-1995 years of birth) is becoming a new hope for luxury goods.

This generation has begun to take up jobs. The economy is becoming more independent, more familiar with foreign brand culture, and more willing to pay a premium for improving the quality of life.

The younger generation of mainstream consumer groups will push the industry to reshuffle, and a group of old enterprises will face the pressure of poor performance, while new opportunities will be gained for light luxury goods and independent brands.

"

This can only be regarded as a mother's brand.

A 90 Chinese girl visiting Fifth Avenue in New York told reporters.

Eli Booker said that this phenomenon is not uncommon.

Louis Weedon, Hermes, or Gucci, who are beloved after 60 and 70 of China, are not so popular in the post-80s generation. The latter prefers Dior, Celine or Chloe.

And the internationalization degree is higher, also likes the unconventional 90's later, besides Europe and America brand, will also be willing to pursue the Japan and South Korea tide card.

In order to fight for the younger consumer groups in China, all the old luxury brands are also involved in China's social media circle. In the traditional Chinese festivals, they are more generous in the Chinese way to attract potential customers.

During the Spring Festival of 2014, the luxury brand of the United States issued a red envelope to consumers on WeChat platform.

In addition to embedding Chinese cultural images and presenting social media novice to Chinese consumers, luxury goods industry should earn money for Chinese consumers and find new consumption habits.

Eli Booker said that 38% of the outbound tourists in China are young people aged 25-34 and 67% are arranging their own trips. "This group of data is particularly important for the future direction of luxury development.

Because unlike overseas tourists, Chinese tourists who like to travel more freely and internationalize will not only visit famous stores but pay more attention to experience.

Chinese consumers, from the initial use of luxury goods to show off, have gradually gone to the pursuit of luxury as the representative of the quality of life and the yearning for life style.

This is why some luxury goods are no longer at the level of leather goods, and expand their business to clothing, wine, restaurants and even cruise ships.

Betting on the new year's luxury brands in the new year, apart from doing window shows, making new commercials, designing limited edition and playing Chinese social networking, it is better to study new year's new dishes and prepare a brand story that matches contemporary Chinese values.