The New Middle Class No Longer Likes Big Brands.

In the 20 century, in 60s and 70s, Japan's economy rose rapidly, and the emerging middle class came into being. They pursue luxury and sparkling life, and luxury goods from the West become the best symbol of status. For a while, the domestic passion for fur, jewellery and high fashion came out. But at that time, Japan's luxury sales channels were narrow, and the supply chain operation was inefficient, unable to cope with the rapid growth of domestic demand. Under such a situation, many Japanese speculators saw the business opportunities and ran to Europe to buy goods back to Japan at retail prices and sell them at three to four times the prices of stores in Tokyo, which is quite similar to the current way of buying shop.

At that time, the main consumer group of luxury goods in Japan was a well-educated young woman who had a high income decent job but lived with her parents because of the minimal expenditure needed to maintain her life, resulting in a strong purchasing power. At that time, Japanese banking circles called them "single parasites". This group of "single parasites" pursuit of decent and quality life makes them consume luxury goods from all over the world at an alarming rate. Quite similar to China, Japan was the first to consume the most obvious brands, such as LV.

The huge price gap and the disadvantage of the new market make some Japanese go abroad to buy luxury goods. They like to go to Hawaii and Korea. The reason is that they are close to each other and have good weather and can use Japanese yen. They participate in the shopping and tour groups designed by the luxury brand authorized companies, and are bought and sold wherever they go. The whole Waikiki Beach throughout Hawaii is filled with the smell of Japanese yen all the year round. At that time, the luxury goods market in Japan accounted for 20% of the global total, while Japanese tourists who realized that the stronger yen could buy more luxury goods abroad snapped up 30% of the world's total goods. Even in the 90 years of the bubble economy, the Japanese, who are so obsessed with luxury goods, still do not stop exporting goods. At that time, the New York Times commented that it was the Japanese who were baptized by the luxury craze.

Nowadays, for China's middle class, Japan and South Korea are Hawaii, which once used to be Japanese. Even the way of merchants to attract customers is the same: shopping groups, mother tongue shopping guides, and the use of mother country currency.

However, middle class They have made new changes in their choice. The influence of the traditional ten brands in mainland China has gradually decreased, and more and more consumers are willing to try new and younger ones. Light luxury brand Consumers who have strong preferences for unique personality turn to the niche designer brand. The Michael Kors, Kate spade, Alexander Mcqueen began to be popular among many people.

Although the price of luxury products is the most important factor in the purchase of Hai Tao, most consumers say that they can compromise on the price to some extent compared with their workmanship and quality. In other words, they have higher requirements for the price performance of the product. Luxury brand collection buyers, such as Lian Crawford, IT, Joyce and so on, because of its one-stop shopping experience is more and more popular, and the importance of discount stores has declined in 2014. Consumer group The number dropped by 10% over the same period last year.