Luxury Overseas Consumption Needs Multiple Forces To Pull Back.

In fact, whether the total consumption of Chinese consumers in 2015 was 1 trillion and 200 billion yuan, or China consumed nearly 46% of the world's luxury goods, it is not surprising that China has maintained the "world first" luxury consumption for several years in a row. The departments concerned are shouting to control the consumption of luxury goods every year, but the amount of overseas luxury consumption is higher.

Earlier, the Ministry of Commerce said that measures to reduce import tariffs should be adopted to curb the outflow of luxury goods, but only "thunder" and "rain" were not heard.

It is undeniable that lowering import tariffs and eliminating the price gap between domestic and foreign consumers through the adjustment of tax policies is the most direct and effective way to deal with them.

However, the measure of lowering import tariffs alone is obviously not enough.

If we want to bring the huge consumption of overseas luxury goods back to China, we still need to launch multiple efforts to form a resultant force.

First of all, when adjusting tariffs, there should be supporting measures to follow up.

For example, we should refine tariffs and tax relief policies for some commodities.

China's luxury goods tax rate is the highest in the world. At present, the import tariffs of luxury goods are generally between 15% and 25%, and customs inspection and shop inspection are also needed. Sales tax, business tax and consumption tax are also included in the sales process.

This makes the price of domestic luxury goods generally at least 1/3 higher than that of origin.

Therefore, reduce luxuries.

Most of the purchasing power can be achieved at home.

Moreover, the tariff or special consumption tax rate is reduced or duty-free, not only conducive to increasing imports, reducing trade surplus, but also expanding domestic consumption and promoting the overall development of high-end industries.

Only in this way can we truly achieve the "same price" of domestic and overseas luxury goods.

In particular, we should correctly guide the consumption of luxury goods and cultivate the luxury consumption culture.

Luxury consumption in China not only depends on age and income, but also depends on "consumer psychology".

The foundation of Chinese consumption of luxury goods lies in "consumer culture", not the product itself.

In China, more luxury goods are used for etiquette and social interaction. The biggest consumption power of the market comes from social psychology, which makes many people shopping abroad and shopping in the mainland different.

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Therefore, we should guide domestic consumers to abandon the one-sided consumption concept of "luxury consumption is extravagance and waste", and create a relaxed and harmonious cultural environment for people's names to consume luxury goods.

Why is there no luxury brand in China? Before answering this question, let's look at the conditions for establishing a luxury brand.

The conditions needed to build a luxury brand are far more complex than the general brand. It needs a strong brand operation team, understands the principles of the operation of luxury brands, has sufficient funds to support it, has comprehensive brand line support, excellent marketing means, advanced marketing thinking, and strong culture support.

In the eyes of Zhou Yun, a researcher at the luxury research center of the University of foreign trade and economics, there is no brand in mainland China that can meet the above requirements.

He believes that the reason why China has no luxury brands can be recognized internationally. Most importantly, our entrepreneurs lack a heart of Gao Jie, and consumers are seriously lacking in traditional Chinese culture.

More importantly, create a nation.

Brand is the fundamental policy to curb the outflow of luxury goods.

As a big manufacturing country in the world, China lacks its luxury brand, which is embarrassing.

The big country without luxury brands has become the world's largest consumer of luxury goods. This contrast is a great irony to China's national industry.

The shortage of luxury brands in China is also the crux of the consumption outflow of luxury brands.

Therefore, we must strive to create a national luxury brand, and gradually realize the qualitative change of a big manufacturing country to a big brand country, enhance the attractiveness and credibility of the domestic brand, and let the Chinese people "get to the top of the water and get the first month", and no longer "go nowhere", and enjoy domestic luxury goods at home.