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The author:(作者)归海一刀
published in(发表于) 2014/2/11 10:06:03
Spring sales of luxury goods nearly decade of minimum value， lower table wine

Legal evening news (reporter Wang SI SI) this morning, the legal evening news reporter from the world luxury Association and the China Council for the learned, seven days of the Spring Festival in 2014, outside Chinese luxury consumption totaled US $ 6.9 billion, down 18.8%. Domestic luxury spending about 350 million dollars, down 57.8%, fell into the 10 all-time low since.

The two agencies jointly issued a report on luxury consumption statistics show that luxury watch, luxury wine consumption in domestic and overseas markets are falling sharply.

Several insiders told the legal evening news said in an interview with a reporter, in the context of anti-corruption, corporate outings, official gift significantly reduced, is a major cause of these luxury products sales were down.

　　Men's consumption

A sharp decline

"Ordinary tourists are still shopping overseas, no sense of decline. "This year's Spring Festival has just returned from Europe tour leader Wang Xinqi said. World luxury Association figures show that Chinese new year Chinese tourists overseas consumption of cosmetics, perfumes and clothing and jewellery are seeing rising.

"Like cosmetics and other luxury goods prices are not too expensive, and ordinary tourists are affordable. "Tourism Ministry official says, can be seen from growth category, consumption abroad is the main force of women," in terms of men's consumption abroad, BLK leather, premium wine and watch a sharp downturn in spending, mainly because corporate travel has dramatically reduced. ”

While overseas consumption amount of luxury goods this year there have been more than two digits have fallen sharply, but the largest group of Chinese luxury consumption abroad, 45.1% per cent of total global consumption, and 52% consumption is concentrated in Europe.

Haitao Tourism Marketing Director Sun Lichan said European luxury goods consumption outside China had be untouchable status, mainly because it is the birthplace of a lot of old luxury goods in the world, "like Chanel, LV is founded in Paris, France, and major brands each season's new products are also concentrated in Europe, so the majority of visitors to Europe is directed at the local big names go. ”

A luxury big-counter sales staff told reporters, as the "official gift" high quality goods, watches and men's in the past is one of the most popular gifts.

Influence by the Chinese Government to step up anti-corruption efforts in 2013, sharp drop in sales of watches and men's clothing category, which watches the overall decline in sales 95.9%, and larger decline is more valuable.

During the Spring Festival period, domestic luxury watches as well as big-name clothing sales decline is also the largest, around 80% per cent.

　　Survey

World luxury Association survey, nearly 70% Chinese visitors are specifically designed to "find cheap" shopping abroad, bought a luxury, more of a reward herself for giving relatives and friends as well as your own.

Just a few days before from the United Kingdom back to white-collar employees told reporters that she was abroad during the Spring Festival paid more than 20,000 yuan to buy luxury goods, it's almost nearly a year of her savings, "I usually don't buy such an expensive bag, but sell $ 15,000 worth of domestic packages only sold 6,000 yuan, and could not brake the car. ”

　　Expected closing 30% slowdown in luxury brand expansion

World luxury Association this research a total of 47 global luxury brands, their number of new stores in China from reductions in per cent in 2012-2013, around 100, fell by more than 30%. In fact, the 2013 most of the luxury brand stores, sales were down, some domestic cities many LV, big-name stores such as Hermès, no one even showed up during the Spring Festival.

At present, the LV in China has embarked on a series of reform measures, including upgrade series, refurbishment of the store, our products and services, suspend temporarily expanded stores and faded logo features. World luxury Association predicted that in 2014, the big names in China for luxury goods sales will continue to slow down, in part two or three tiers will be closing some stores. Multiple luxury brands represent 2014 would be suspended to open new stores in China.

This version of the article/reporter Wang SI SI

(Original title: luxury very cold)

　　法制晚报讯（记者 王思思）今天上午，《法制晚报》记者从世界奢侈品协会与中国贸促会了解到，2014年春节七天，中国人在境外奢侈品消费累计达69亿美元，同比下降18.8%。国内奢侈品消费总额约3.5亿美元，同比下降57.8%，跌入10年以来历史最低点。

　　上述两机构联合发布的奢侈品消费统计报告显示，奢侈品名表、高端酒在境内外市场上的消费均出现大幅下滑。

　　多名业内人士接受《法制晚报》记者采访时表示，在反腐倡廉的大背景下，公务出游、官场馈赠等大幅减少，是这些奢侈品品类销量下降的主要原因。

　　男士消费

　　出现大幅下滑

　　“普通游客在境外依然很有购物欲望，没有感觉出现下滑。”今年春节刚刚从欧洲带团回国的领队王昕琪表示。世界奢侈品协会的相关数据也显示，今年春节中国游客境外消费的化妆品、香水以及服装和珠宝都出现了上涨。

　　“像化妆品等奢侈品类价格都不算太贵，普通游客都消费得起。”众信旅游市场部相关负责人表示，从增长的品类可以看出，境外消费的主力军是女性，“在男士境外消费方面，大牌皮具、高端酒和名表等消费额都出现了大幅下滑，主要是因为公务出游的情况大幅减少。”

　　虽然今年境外消费奢侈品金额出现了两位数以上的大幅下滑，但中国人仍是境外奢侈品消费的最大群体，占全球消费总量的45.1%，且有52%的消费集中在欧洲地区。

　　海涛旅游市场总监孙丽婵表示，欧洲在中国境外奢侈品消费中具有不可撼动的地位，主要因为其是大量世界老牌奢侈品的发源地，“像香奈儿、LV都成立于法国巴黎，而各大品牌每季最全的新品也都集中在欧洲，所以去欧洲旅游的游客多数都是冲着当地大牌去的。”

　　某奢侈品大牌专柜销售人员告诉记者，作为“官场馈赠”佳品，以往名表和男装是最受欢迎的礼品之一。

　　受中国政府加大反腐力度影响，2013年名表及男士服装品类的销售大幅下滑，其中名表销售额整体下降95.9%，并且是价格越高降幅越大。

　　在春节期间，国内奢侈品名表以及大牌服装销售额下滑幅度也是最大的，占比均达到八成左右。

　　调查

　　世界奢侈品协会调查显示，近七成中国游客是专门为了“淘便宜”而出国购物，至于买回来的奢侈品，更多的是用于赠送亲友以及慰劳自己。

　　前几天刚从英国回来的白领余小姐告诉记者，春节期间她在国外花了2万多元购买奢侈品，这几乎是她近一年的积蓄，“我平时根本不会买这么贵的包，但看到国内卖1.5万元的包那边只卖6000元左右，就刹不住车了。”

　　预期关店三成 奢侈品牌放缓扩张

　　世界奢侈品协会此次共调研了47个全球知名奢侈品品牌，它们在中国市场的新店数量已从2012年的280家减少至2013年的100家左右，降幅超过三成。事实上，2013年多数奢侈品牌门店销售额都大有所下降，国内部分城市的很多LV、爱马仕等大牌的门店，春节期间甚至出现了空无一人的情况。

　　目前，LV在中国境内已经开始了一系列改革措施，其中包括升级产品系列、翻新店面、提高服务、暂缓扩张门店、淡化logo特征等。世界奢侈品协会预测，2014年，奢侈品大牌在中国的销售将继续放缓，在部分二三线城市将有一些门店关闭。多个奢侈品牌表示2014将暂停在中国境内开设新店。

　　本版文/记者 王思思

（原标题：奢侈品极寒）

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