China'S Luxury Market Is Favored By The "Cold" Minority.

For the closure of Libai Plaza in Guangzhou, LV official gave the explanation: "just because the contract expires, enterprises will focus their resources on Guangzhou Tianhe store and continue to serve consumers".

In the eyes of the outside world, the expiration of the contract may not be a necessary condition for closing the 12 year old shop. Some analysts even believe that as the luxury industry tries to cope with the slowdown in China's economy and add to the political campaign against corruption and extravagance and waste, it is expected that the brand will close more stores in the next few months.

Gao Hucheng, Minister of Commerce, pointed out earlier that with the change of Chinese residents' consumption concept, China's consumption will be like the wave like and imitative "you have, I have, everyone has" in the past few years.

Gradually turn to reason and return to normal consumption.

"In the past three years, the performance of luxury brands has basically declined," the staff said, on the one hand, the diversification of consumer purchase channels; on the other hand, from the perspective of the comprehensive development of the mall itself, more and more brands are entering, not only the same brand, but also the competition of different categories including watches, bags and so on.

According to the reporter, after recent adjustment, at present, as the old luxury brand LV, there are only 50 stores in the mainland, which are distributed in about 30 large and medium-sized cities.

What is the status of China's luxury goods market? A staff member from Beijing Xinguang Tiandi department store told Xinhua news agency that in 2012, the sales of large brands in the store were quite impressive. For example, Chanel's single day turnover was not less than one million yuan. Later, after LV, Gucci and other brands entered, the competition for similar brands became increasingly fierce. Now Chanel's single day turnover is only 6.7 million, and the decline is obvious.

The report from Bain once again confirms the decline of China's luxury market.

The study showed that in 2014, China's mainland luxury goods market was negative growth for the first time, reducing the scale to about 115 billion yuan, down 1% from 2013.

According to Bain's latest forecast, the real growth rate of luxury goods market in mainland China will decrease by 2%-4% this year.

"Anti-corruption, overseas consumption, purchasing and other reasons, let Greater China".

The market is once again cold, "Bain said.

In May, Bain released the "2015 global luxury market research", pointing out that the number of global luxury consumers increased from over 140 million to over 350 million.

Today, Chinese consumers contribute more than 30% of global luxury consumption.

Chinese consumers are increasingly buying luxury goods and domestic luxury goods.

At the same time, what is the root cause of the contradiction?

On the one hand, while the performance of the old luxury brands is sluggish, a group of "two or three tone" brands that have been relatively low-key or later entered the Chinese market have risen rapidly. Once, the market structure of several luxury brands "dominating the whole world" is quietly changing.

To be sure, the competition in China's luxury market will become more and more intense, and high-end consumer demand will be diversified.