No luxury, not Yiwu. Wearing flip-flops “ragamuffins, threw more than 30 million to buy a watch – similar to the wonderful story, not uncommon in Yiwu luxury consumption.Boutiques, street such as bamboo shoots emerge, but also seems to indicate that, although the financial crisis, debt crisis in Europe, Yiwu has been increasing demand for luxury goods.
Compared with its predecessors, Yiwu consumer of luxury active on the rise, consumer demand for luxury goods gradually from the first “identity” to the diversification of evolution.“Cake” more and more, and often went to Shanghai, Hangzhou, Hong Kong and other places to buy watch, the public address him by name of the package, I hope there are more luxury brands to Yiwu to shop.
Wear flip-flops ragamuffins ho throw 300,000 to buy only watch
The Intime justice uy shop, brings together leading international luxury brand stores. Into the mall main entrance of the left hand side can be seen Cartier watches and jewelry manufacturer, the French set up a special retail stores in Yiwu. Store decoration is simple and elegant, the staff said, opening the past three years, a lot of interesting consumer story.
One afternoon, a middle-aged male customer came to the store to buy watches. At that time, early summer, the temperature is not low, the upper body of the male clients only an ordinary cotton T-shirt, feet, wear a pair of flip-flops, the hands of even the nails did not repair the image of a little “dirty”. However, during part of the “dirty” in the store by the polite reception staff to arrange his seat, handed him the tea, half an hour’s time, the Cartier brand and watches . Male clients to relax and salesman chatted about the various international famous brand watches, he also mentioned that the most fancy watches, watch movements.
Before leaving, the male customers to store watches, but did not not have to buy. A week later, the store routinely return visit to customers, and politely invited him to patronize again. A few days later, the male customer really the second door and bought more than 30 million in a private collection Cartier Diamond watch, but in a very short period of time.
First chat, we found that customers watch very good at, I did not realize he ‘start’ so fast. “Cartier Yiwu person in charge of Tao Lina said the customer back to the store to buy the one hand, thanks to the professional services the other hand, is that customers really buy luxury goods.
Turnover of the explosive growth of new store openings monthly by 50%
In Yiwu, be regarded as a luxury brand is not much, but luxury brands are mostly stationed in Yiwu, a rapid development. In addition to Cartier (Cartier), Omega (Omega), LANCOME (Lancome) and other international brands of third-tier cities with strong spending power Yiwu show interest.
In January of this year, French skincare brand Lancome counters set up in Yiwu.Lancome China branch had done before the survey found that Shanghai, Hangzhou and other places Lancome, from Yiwu, VIP customers accounted for a certain percentage. After careful consideration, the company decided to set up special counters to seize the high-end cosmetics consumer market in Yiwu in Yiwu. Although newcomers to the shop the Intime justice uy America Lancome person in charge of Wang Zhen, Lancome in Yiwu but there are a lot of loyal customers, this performance reflects. The original has been nearly two months, the monthly turnover of the counter than a month an increase of nearly 50%. “This result is in the new stores opened in the country over the same period, ranking is also very front.” Zhen said.
Opened in the past three years, Cartier gave out a good results. Previously did not do any publicity activities under the premise, Yiwu new store just opened in only an afternoon, the turnover reached 50 million, more people coming forthright customers a one-time purchase of three jewelry table. 2010 to 2011, the counter sales over the previous statistical year more than 50% performance growth rate higher than the Cartier counter an average growth rate of nearly 20 percentage points. At present, the annual sales of the counter has exceeded 10 million yuan.
Reporters learned that China Brand Strategy Association, previously used for statistical, China now has 175 million consumers have the ability to buy various brands of luxury goods, accounting for 13% of the total population. Of which about 10 million to 13 million people are active buyers of luxury goods, the products they buy are mainly concentrated in watches, handbags, cosmetics, fashion and jewelry and other personal items. The history of developed countries show that the per capita income of about $ 1,500, luxury consumption started, when the per capita income of $ 2500, luxury consumption will rise sharply.
The statistics department data shows that in 2011, Yiwu urban residents per capita disposable income of 40,078 yuan, according to the present exchange rate of about $ 6,362.Visible, the Yiwu luxury consumer demand is in an eruption.
To buy luxury goods not only to face emotional communication has become a new demand
Tao Lina is one of the main person in charge of the Cartier silver Tay, America, Asia, Yiwu shop, special retail stores was first established in 2009, she was working in the store.About Yiwu luxury awareness and consumer mentality changes, she had some of his own feelings.
Just opened, we have been to explain to the customer Cartier brand much better now, according to the needs of customers directly for them to recommend various products. “She said, after nearly three years of business, Yiwu Consumer brand awareness is high, many customers came and ran the brand. This change, thanks to Yiwu on luxury understanding of the initiative.
Intime Department Store righteousness Yimei shop one staff member said, Yiwu people to buy luxury goods, has not only to reveal the identity, more consumers are willing to emotions into one.
Some time ago, a 35-year-old young man came to the mall, spent 78 million yuan to buy a pair of Cartier round watch, one to wear, one to send his wife to commemorate the couple married for 10 anniversary. Tao Lina said, like the emotional “luxury” consumption has been more and more. For example, engagement occasions, to buy tokens of gifts; parents’ birthdays, children gifts; some good sisters, will go hand in hand to buy.
Insiders summarizes the change of people the luxury, the early 1990s, most people still do not know why the objects of luxury brands. The first batch of people to go abroad to know luxury, luxury goods to demonstrate their quality of life gradually became the pursuit of the goal of many people. But the initial consumption follow the trend of the majority, at this stage like LOGO is very obvious luxury.
Yiwu local consumers, with the understanding of the cultural and historical background of the luxury brand, more and more people to diversify and are concerned about the limited edition products, and then by the scarcity of luxury to express love, affection the value of friendship.
Potential business opportunities:
The luxury brand outlets less open boutiques, merchants increased
While luxury goods purchasing power is strong, unfortunately, not many international big-name outlets in Yiwu, a lot of people had to go to Hangzhou, Shanghai, Hong Kong and foreign cities to buy. “I Dayi Zai prefer GUCCI bag Yiwu choices, she will often go chasing new and sometimes asked a friend to purchasing.” Mr Chu said members of the public.
However, the asymmetry of the relationship between supply and demand of luxury goods allows part of the Yiwu businessmen smell business opportunities, they began to invest opened boutiques in the city’s bustling section.
Mr. Chang started out by doing the export business of foreign trade has been a few days stay in Italy, he would like to find a well-known in the local clothing brand, and then introduced into the Yiwu market.
The “the Yiwu luxury market potential has yet to be excavated.” Mr. Zhang is planning to invest 15 million to manage the luxury clothing business.
Yesterday afternoon, the reporter came to Yiwu, a new road, more a sign of several boutiques, printed on the shop front glazing, GUC-CI “,” VERSACE “” GIVENCHY “and other big international line, quite inhalation attention.
Operating a “GUCCI”, Dior and other luxury brand boutiques, the staff said, the channel is limited, the products of the store and not through direct sales channels procurement can only be authorized licensing company, so the product is relatively simple, cargo speed can not be compared with the outlets. However, due to the downtown area is located in the “Intime district”, where there are still many customers home.
”The demand for luxury goods in Yiwu, if there is a slightly better way, and sales platform from which to dig the pot of gold is not difficult.” Insiders said the rapid increase in Yiwu demand for luxury goods and international brands too busy to worry about county-level cities Yiwu, boutiques rely on taking the “edge ball” line, or some room for development.