The Fashion Industry Has Been Infected With Green China Fashion.

The fashion industry in 2015 was infected with green.

The luxury brands led by LVMH and Kai Yun invariably arm themselves with green green, from cotton planting, cloth dyeing, stretching to leather processing and store energy saving.

In addition to reputation return, there are also essential economic benefits.

But if we borrow the concept of stock, this color seems to be more suitable for China's luxury market.

Although the annual China luxury industry report of Bain consulting and Rhodes public relations has not yet been released, some of the existing indicators and figures can be deduced: this year is still a tough year for luxury brands in China.

In the July and August stock market volatility, Chinese customers

The desire to buy has been seriously hit, for example, sales of LV in China have dropped significantly.

However, during the good months of the stock market, sales of some high value luxury goods increased significantly.

In fact, Chinese customers who have a strong desire for consumption are still "proud" of the industry, accounting for 31% of the total sales of the global industry, but only 80% of them are overseas.

In the past year, the euro, yen, and the most critical luxury price gap at home and abroad have made customers think of Chinese stores as showrooms, and choose overseas channels when buying real objects.

"We are in a pparent world. Consumers are not stupid. They travel and go to different countries to find the best prices."

Imran Amed, founder of BoF, a British fashion business news website, said the interface news.

In order to save the outflow of consumers, Chanel first announced the balance of the world in March.

- lowering the price of the Chinese market and increasing the price of the European market.

The powerful bomb swept away the strong bunkers on the global gap of luxury goods, and the major brands also began to stand in line with the Tag Heuer, Dior, Cartier and other descending parties; the LV headed by the "no drop" faction; and the like Yu, Versace, Burberry and so on.

According to the 2015 global luxury market monitoring report released by Bain consulting company at the end of October this year, the global personal luxury market sales growth is expected to further decrease from 3% last year to 1%-2%, the lowest since the outbreak of the financial crisis (a decline in -11% in 2008).

If China's luxury market in 2008 is still a miracle, it will not happen again in 2015.

The slowdown in China's economic growth, the decline of stock market, the government's crackdown on corruption, and the rising purchasing power of overseas buyers have made it difficult for luxury brands to do business in China.

"The past ten years are actually a particularly crazy expansion period, almost any brand has made achievements, but today's market is different, only the comprehensive strength of the brand can develop well."

Rhodes, general manager of luxury business in China, told the interface news.

Well, no longer, some open in the two or three tier cities.

Stores are hard to create enough profits and choose to streamline the store network.

In October, LVMH, the parent company of luxury brands such as LV, Givenchy and Bvlgari, announced that if there were more than two stores in individual second tier cities in China, one of them would be closed, or the rental area would be reduced.

While Dior chose to go to Korea and Japan for intensive cultivation, it not only opened the largest flagship store in Asia, but also released the 2016 holiday Series in Tokyo.

DKNY and Tommy Hilfiger are more active in developing two long neglected emerging markets in South America and Muslims.

As for whether short-term profits will be damaged, Gao Ming thinks that it is not necessarily: "the brand is bound to give up part of its profit margin, which makes it possible for domestic and foreign prices to shorten their distance or consistency.

But if we can finally increase the sales volume, the total profit will go up. This is actually a dynamic accounting.

However, it may be that luxury brands have poured too much energy and hope into the Chinese market, resulting in the continuous loss of European tourists.

Bain partners D "Arpizio" observed in the survey: "(local) consumers have been overlooked negative emotions, even the rich Europeans and Americans will think," why should I buy the same goods, I should spend more money? "" the constantly strengthened us dollar makes the situation worse, and the outlets become the ultimate consumer places of European and American customers.