China News Network client, Beijing, February 25 (Zuo Yukun) "A 0 after the cost price is called a famous brand; two 0 after the cost price is called a luxury product." Knowing that its price does not match the actual value, luxury products still make many people "pain and happy".
Generally speaking, the reason why luxury goods are luxurious is because they are "seldom". But unexpectedly, luxury goods have attracted much attention recently because of their "selling" and have become the most "energetic" industry at the beginning of the year.
There are also many customers in a high-end shopping mall in Beijing during working days. China News Network Zuo Yukun Photo by
long queues to buy, luxury goods stores are lined up as a "vegetable market"
Not long ago, SKP, known as the "most rich shopping mall in Beijing", has won the "store king" for ten consecutive years with sales of 17.7 billion yuan in 2020, surpassing Harold, a veteran British department store, to win the world's "store king".
21 Spring Festival, SKP also once again proved the richness of the "shop king". On major social media, many netizens shared the crowded queues they witnessed. The heads of many store parties in Beijing SKP, Guomao and Taikoo Li North District once told the media that the sales data for the Spring Festival holiday are still counted, but "it is definitely a new high."
Of course, buying and buying scenes not only appear in Beijing. During this Spring Festival holiday, luxury goods stores in major cities across the country lined up in a long queue.
Netizens discuss luxury goods stores. Screenshot from the Internet
Data released by the Hainan Provincial Department of Commerce shows that the sales of Hainan offshore duty-free shops exceeded 1.5 billion yuan from February 11 to 17, of which the duty-free sales were about 1.4 billion yuan; the Shanghai Municipal Commerce Commission revealed on February 17 that the sales of luxury shopping malls such as Shanghai Ganghui Henglong Plaza increased by more than 6 times year-on-year during the Spring Festival.
Chen Meng (pseudonym) is one of the long dragons. Working in Shanghai, she chose to celebrate the New Year at home this year. In order to reward herself for her hard work, she came to Shanghai Guojin Center Mall with a year-end bonus with her year-end bonus. Unexpectedly, what was waiting for her was a long queue of "harder than queuing Disney".
"I went to Guojin on February 14, and I was 'crazy' when I arrived. I visited two stores in one day, and waited for two hours at the door of Chanel , and then went to LV again." Chen Meng said that LV sales told her that the early shift that day alone had sold more than 8 million yuan from opening to the afternoon.
A Chanel store in Beijing. China News Service Zuo Yukun photographed
In addition to luxury goods such as high-end bags and clothing, the sales of "hard currency" such as gold and jewelry are also rising. Wu Qi (pseudonym), a salesman of a high-end jewelry brand in the Guomao Business District of Beijing, described himself as "so busy every day."
"The most peak sales period is New Year's Eve, the third day of Valentine's Day, and the sixth day of the last day of the holiday." Wu Qi recalled.
"During the Spring Festival, gold and jewelry sales soared. Some companies in Beijing, Shanghai and other places increased by 100% year-on-year, and some companies increased by 6.5 times year-on-year." Zhang Yongtao, Secretary-General of the China Gold Association, said, "The sales data of these companies this year's Spring Festival increased by 10%-20% compared with the Spring Festival in 2019."
increased instead of falling, and luxury goods consumption rose against the trend
" In 2020, the global luxury goods market will shrink by 23%, but luxury goods consumption in China will rise by 48% against the trend to 346 billion yuan." This is the data from the well-known strategic consulting company Bain's report "2020 China Luxury Market: Unstoppable" which is particularly eye-catching against the background of a sharp drop in global consumption.
Regarding the long queues of luxury goods counters that have attracted attention this time, Li Jia (pseudonym), a salesman who works in Beijing SKP, said that it is actually not difficult to understand.
"I believe everyone can feel it during the Chinese New Year this year. Major supermarkets are full every day and there are a lot of people. Our luxury stores have special regulations. In order to ensure the sense of ritual of high-end services, we require our sales to provide one-on-one service to customers. In addition, there are restrictions on traffic during the epidemic, and the reception capacity of the store is limited, so there are naturally more people queuing outside." Li Jia explained.
"There are many rich people who use luxury goods as daily necessities, and there are many people who consume one or two or several luxury goods a year, and the total number of people adds up.There are very few luxury stores. It is normal for cities with tens of millions of people to visit luxury stores every day during the Spring Festival holiday. "Chen Meng also believes that. Luxury goods stores in shopping malls. China News Network Zuo Yukun photographed by
, but there is no doubt that luxury goods sales are rising steadily. "Since the epidemic improved last spring, business has been getting better and better, and it can be said that I have never been idle. "Li Jia said that the improvement of purchasing power is one aspect, and under the influence of the epidemic, people cannot go abroad to shop, so this part of luxury goods has been transferred to China.
"Recently, many customers have told me that they can't go out for travel during the Chinese New Year this year, and they want to reward themselves. It's also delicious to buy a bag with the money they originally planned to play. "Li Jia said.
" In 2020, Chinese consumers accounted for more than one-third of the global consumption of luxury goods. "The report released by Bain also confirms Li Jia's view. The report shows that due to the outbreak and recurrence of overseas epidemics, outbound travel has been blocked, and Chinese consumers' demand for luxury goods has begun to shift to China.
Luxury consumption is popular? Young people buy and buy without ambiguity
In the discussion on the surge in luxury consumption, some netizens put forward this view: "Most of the people who need to queue up are ordinary people who shop for the first time, and it is rare to buy once. Really rich VIP customers don’t need to queue up at all. "
" VIP customers have special VIP lounges and service processes. Generally, customers with consumption records will leave contact information. Next time, we will contact us in advance, and we can take it in directly. "Li Jia also said that most of the people queuing are "Puke".
" But there are people queuing up every day, which just proves that the new customers in the store are growing rapidly. When we sell private chats, we will also sigh that luxury goods are the rhythm of "popularization of the whole nation". "Li Jia said.
Wu Qi also said that she saw a lot of young new customers coming to consume during this year's Spring Festival. "Especially around Valentine's Day, many young couples come to the store to buy accessories. There were also men who came alone and joked with me that there were many types of bags, and they always looked down on the girlfriends they chose, so it was not easy to make mistakes when buying necklaces, even if the jewelry price was higher. "
According to the fashion business media Jing Daily, the latest data shows that about 10% of global luxury goods consumption comes from the "Gen Z", while in China this proportion reaches 15%. The article also pointed out that the report data is the average value obtained after statistics on all visible luxury brands on the market. For some brands, the sales contributed by Generation Z has exceeded 20%.
Z generation refers to people born in the mid-to-late 1990s and early 2000s, which is about what we often call "post-95s and post-00s".
Data picture: Consumers shop in duty-free shops in CDF Haikou City. Wang Ziqian Photo
"I remember going to Macau before and heard the tour guide there say that although so many people on the street are carrying luxury goods, maybe the whole family's wealth is above. "Chen Meng, born in the 1995, believes that it is not necessarily rich people who buy luxury goods. There are many people who save money to buy a bag for several months or even one or two years.
"The fun of making money lies in letting it serve you and making you happy. Some people choose to eat, some people choose to travel, and some people choose to buy bags, just be happy. "Chen Meng said.
Another post-95 luxury goods consumer in Beijing told China News Service that he still has to carry a bag in many occasions at work. "Although everyone knows that strength is the most important, when customers see you, they will judge their value and strength based on your outfit at first sight, because I often do this. "
But Wu Qi was a little worried about this phenomenon: "There must be many young people who have the ability to consume luxury goods, but I often see many young people spend in stores through overdraft methods such as Huabei and credit cards. I am also a mother, and if my child does this in the future, I will definitely not support it. "
Are you willing to spend a lot of money on luxury goods? How do you view this phenomenon of rejuvenating luxury goods consumption? (End)
Source: China News Network
