3/1 The Luxury Market Is Deterred By The Enormous Pressure Of China'S Anti-Corruption.

Entering the 2015, this situation is continuing. Jin Qiufen, Secretary General of the Harbin Municipal Committee of Jiaxing Municipal Committee, who was inspected by a ten thousand yuan Moncler down jacket, went to the former Yangzhou environmental protection bureau director, who was on trial before wearing a fur collar coat. "Micro-blog anti corruption" has always been one of the most popular entertainment projects among netizens.

It is from the central government to the huge anti corruption wave of the people. The most injured "tiger" in the past two years has been the other one in addition to the high ranking officials who have been sacked.

In the new year, Burberry and Richemont's three quarter performance report once again proves that the luxury industry is a big tiger committed by the Chinese government to fight corruption and lay guns.

On 2012, "9 / 11" anniversary, the British brand Burberry issued an early warning of zero sales growth in the same store. Its stock price fell more than 20%, leading to the stock market crash of the listed luxury group that day.

The warning confirms the statement made by Stacey Cartwright, the chief financial officer of the company, two months ago: "we see the slowdown in the Chinese gift market, and China will also have to change this year later. We think that Chinese consumers will worry about spending here."

In fact, the change of the Chinese government is no stranger to luxury companies. Therefore, the whole luxury market is quite optimistic about the downturn before Hu and Xi handover, and even has a very familiar view of China's national conditions: before the change, we just don't know who to give the present. With the stability of the new administration leadership, the Chinese luxury market will soon recover.

This optimism even lasted for two years, until September 2014, completely frustrated, because the early downturn in the retail market in Hongkong and the handling of Zhou Yongkang all let the luxury market abandon the idea that the Chinese market will soon pick up.

Hong Huang, a well-known Chinese Fashion Critic, wrote in an article that her friend who works at a luxury company feels bad because "as long as there are safety incidents in Shanxi coal mines, the business of Taiyuan stores will go up."

This example vividly demonstrates the particularity of luxury goods in the Chinese market.

Gifts are the most important consumption force in China's luxury market.

There is also data support behind this. According to the Chinese no fashion Chinese network survey, in the 2013 year of the year, the proportion of shopping card consumption in China's high-end department stores decreased from 30% in 2012 to around 15%, and in 2014 it was close to 10%.

Some financial commentators attributed the Chinese department store industry to Ma Yun's death, but the real behind the scenes "black hand" is actually anti-corruption.

In addition to the sudden drop in gift consumption, China's luxury market has been compromised. Anti corruption has also inhibited high-end catering, tourism and gaming industries.

Related closely.

For example, in hotels and clubhouses in Macao, luxury goods are not only big stores but also the most expensive products gathered here.

But with the fight against corruption, Macao's gambling industry has been on the decline in the past year, and luxury consumption has also been greatly affected.

When the global 1/3 luxury market is deterred by the enormous pressure of anti-corruption, it can be imagined that it is a desolation, but the whole luxury industry is passively waiting for China's anti-corruption prediction.

It is adding insult to injury.

The Chinese people have ten officials, nine greedy, and even "pull out an official to come out and shoot out absolutely no injustice".

The Communist Party has always had the words of not combating corruption and subjugation the party and subjugation.

But the intensity, breadth and length of China's anti-corruption are unprecedented.

When the new regime comes to power, the economy may descend and the party has a certain struggle in the party,

Become the most conducive to easing China's emotional strategy.

The Chinese government's rhythmic release of anti corruption signals and the response and interaction of social media also stimulate the authorities to continue to push them forward. The new combating and anti corruption situation is afraid that businessmen who are most well versed in the Chinese way are also surprised.

From optimism to anxiety to abandoning illusions is a change in the attitude of most luxury groups in the past two years to the recovery of the Chinese market.

In the past two years, the top rate of luxury interviews was still the highest in China. However, compared with the previous talk about expansion, they had to be asked repeatedly about corruption. Although most of the time they claimed that their brands were not based on gifts, they often showed the opposite.

However, worse news came on the way. The "big tiger" in the luxury goods industry was discounted. When a leg had not yet licked the wound, in January 13th, Xi Jinping threw out a "zero tolerance" attitude towards corruption in the plenary session of the Central Commission for Discipline Inspection, so that the luxury industry must always be prepared for an endless fight against corruption.

This uncertainty has also led many wholesalers to slash orders from luxury goods groups.

Waiting for a long time to come, but after being imprisoned by Bo Xilai, the melon is still found to be an important life-saving straw.

In addition, luxury goods are heading for overseas Chinese and travelers.