China'S Anti Corruption Forced Luxury Brand LOGO To Hide.

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The Xiaobian of the network introduces the luxury industry: China's anti-corruption allows luxury brands to "hide" LOGO.

Anti corruption has made some changes in China's luxury market, including the location of luxury goods LOGO on products.

According to a recent report by Bain, a management consultancy, luxury consumption in China has shown a negative trend for the first time in many years, and luxury consumption is expected to decline by 2% in 2014.

Antoine de Riedmatten, DDT's global consumer leader, said in an interview with reporters that sales of luxury goods in the Chinese market were not satisfactory. On the one hand, it was the crackdown on the gift market, and on the other hand, a large number of luxury consumption occurred overseas. Anthony de Ridmarton,

According to him, more than 50% of French luxury brand income comes from tourist consumption, and the Chinese are one of the main purchasing power, among which the price difference at home and abroad is an important reason. Besides, "people are more prone to consume behavior in the process of easy travel."

Bain also said in the report that Chinese consumers' luxury consumption is still the highest and fastest growing in the world, and they spend more than three times their overseas consumption.

Anthony further said that compared with the past, Chinese people not only moved rapidly to buy luxury goods, but also changed the buying population.

While the gift market is falling, more popular personal consumption is growing rapidly.

In Anthony's view, many luxury brands have recognized this change and have made some reactions.

For example, luxury goods, which are used as gifts, usually need a distinct LOGO. But individual consumers are more concerned about the quality and service of products. This change has accelerated the brand to "go LOGO".

In today's luxury stores, it is obvious that LOGO has become more and more low-key in the location of products.

Zhou Ting, President of the Institute of wealth and quality, said that going to LOGO would be a prelude to branding. In the future, consumers will shift their concerns from brand to product quality, and the concept of "cost performance", which had not been applied to luxury goods, began to be mentioned.

"If you buy a Prada bag for a year, the zipper is not bad, Logo does not fall, no line is not fading, quality bar is good, basically can confirm that you bought a fake" micro-blog has been widely disseminated, many netizens are called "advanced black", but it is actually satirical Prada quality problems.

In Zhou Ting, there are many frontline.

In the face of sales challenges in China, it is an example that many luxury goods and designer brands are being touted.

In this report, Bain predicts that the market for such luxury products is expected to double in 2017.

Luxury brands are also reluctant to miss this market. They may introduce more parity products or launch new sub cards, but these measures are also considered to damage the high-end image of the brand to a certain extent.

Anthony suggested that luxury brands should focus on direct dialogue with consumers and enhance consumer experience.

In September this year, the first Chinese "Hermes house" was settled in Shanghai. In addition to displaying a full range of products such as Hermes clothing, home and other products, a horse themed exhibition was also launched.

The Hermes move is considered to be a vane of luxury brands in China's future new stores. By showing the history and culture of brands, consumers can gain more recognition of brand value.

As far as stores are concerned, Anthony thinks the future.

While opening up new stores, brands will continue to close some stores. "The city has changed, and 10 years ago, it is not suitable."

Previously, many luxury goods brands have closed their stores in the Bund.