Six trends in China’s luxury market in 2014

Sales of luxury goods slowed in China during 2014, with the growth rate falling for and brand proliferation, a new study released by global consultancy firm Bain & Co said on Tuesday.

贝恩全球咨询公司研究表明，随着经济增长速率下降，价值品牌种类激增，中国奢侈品销量出现下跌。

Based on a survey of 1,400 respondents across China, Bain said shoppers spent around 380 billion yuan ($61.13 billion) on luxury products worldwide in 2014, up 9 percent year-on-year. However, only 30 percent of the purchases were made within China.

贝恩公司对中国1400名参与者进行了一项调查。基于此项调查，贝恩公司称2014年全球奢侈品花费为3800亿美元（即611.3亿美元），比去年同比增长9%。然而，其中只有30%购买活动是在中国进行。

It’s the eighth consecutive year for Bain & Co to release this report. Let’s take a look at the trends in China’s luxury market in the past year.

贝恩公司连续八年对此进行了报道。我们一起来回顾一下过去一年间中国奢侈市场的趋势。

1 Growth decline in domestic luxury market for the first time

1.国内奢侈品市场首次出现下跌

The slump in luxury goods sales is primarily a result of the ongoing anti-corruption and frugality campaigns, factors that have undermined luxury gifting, said Bruno Lannes, a partner with Bain. Another factor that contributed to the slowing growth is that more consumers are shopping overseas. Men’s watches and clothes are the worst-hit in this slump.

奢侈品销量下跌的主要原因是反腐倡廉活动。这些因素都影响了奢侈品礼物的销售，贝恩公司合作伙伴布鲁诺·兰斯尼说道。导致缓慢增速的另一个因素是越来越多的消费者选择了海外购物。此次衰退中，男性手表衣物受到的冲击最小。

2 Consumers’ favorite brands diversify

2. 消费者钟爱的品牌多样化

High quality and individuality become the most important factors for consumers when buying, and people are spending more on experiential items. Eighty percent of the respondents said they will spend more on travel this year.

品质优良以及个性独特已经成为影响消费者是否购物的重要因素。此外，人们在体验项目上的花费越来越多。8%的参与者称，新的一年将加大在旅游方面的支出。

3 Top brands’ ranking shuffles

3 .顶级品牌排名出现调整

Most well-established brands are being conservative in their online expansion while at the same times focusing more on the renovation of their brick-and-mortar stores and consumers’ experience with customized services. Emerging brands, on the other hand, were more aggressive in new store openings

大部分信誉良好的品牌在扩充服务量方面都较为保守，它们主要关注实体店的创新，以及为顾客提供私人订制服务。而另一方面，一些新兴品牌则积极开展新店业务。

4 More overseas purchases through online stores

4. 通过网上商城进行海外购物

More consumers are choosing to purchase luxurious goods overseas through online shops because of the various choices and lower prices. More professional online shops and agencies are emergesing fast to tap into this fast-growing market with high demand. As the study estimated, the market size of procurement service will reach 55 to 75 billion yuan in 2014.

由于多样化的选择以及较低的价格，更多的消费者选择通过网上商城购买奢侈品。更加专业的网上商店或机构应运而生，以挖掘这个需求高且发展迅速的市场。研究估计，2014年，采购服务的市场规模将达到550亿至750亿元。

5 Designer labels woo consumers

5 设计师标签吸引了消费者

Even in a slumping market, niche brands and designer’s labels which focus on individuality still manage to find its way into Chinese consumers’ wallets and rise up against some of the well-established brands. More than 80 percent of the respondents said they were more interested in emerging luxury brands and styles, with 44 percent keen on buying more emerging brands in the next three years.

尽管市场并不景气，但是一些关注创新的小品牌以及其他设计师标签还是让中国的顾客掏出了腰包，并超越了那些信誉卓越的老品牌。超过80%的参与者都表明他们对新兴奢侈品品牌及样式更感兴趣，44%的参与者表明在接下来的三年间，他们都会青睐新兴品牌。

6 New rules in domestic luxury market

6.国内奢侈品市场的新规则

As the market reshuffles, luxury brands, emerging ones and well-established ones, are facing consumers who are more sophisticated, better-informed and focus more on quality. In 2015, the market’s performance will be decided by macro economy and consumers’ demands. Brands owners and managers are in urgent need to improve their knowledge in this changing market to better understand the buyers

随着市场重新洗牌，奢侈品牌，新兴品牌以及信誉卓越的老品牌所面临的消费者更加有经验，更加明智也更加关注质量。2015年的市场绩效主要由宏观经济和消费者的需求决定。品牌所有者以及管理人员亟待提高自己的知识水平，以便在变化的市场环境中，更好的了解消费者。

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来源:互联网爱语吧作者:Monica