Hungry for all things luxury8 Aug 2018 12:28
Hungry for fashion, technology and all-things-luxury, China’s insatiable appetite for shopping and its incredible purchasing power is a stranger to no one. The 1.3 billion people-strong nation is always cited as one of the biggest retail destination of the world, sitting in close competition with the US and European states.
Though the last few years have seen quite a bit of retail downfall and store closures, the consumption heat seems to be picking up again. With several new global brands entering the market, and the pre-existing ones announcing expansion plans, it appears that a strong and steady retail rebound is on its way in China. Research reports from major consulting firms also corroborate this change. Bain & Company’s projections for 2018 state a 20-22 per cent growth and the Boston Consulting Group believes that China will account for 70 per cent of the world’s luxury growth by 2024!
Many studies have been conducted to find the reason behind the downfall and what is steering the rollback. The most obvious reason was that brands opened up stores too quickly without studying the shopper’s habits, and thus forgot about e-commerce. A rookie mistake, since online retail has a stronger adoption in China than in any other country. The consumers are accustomed to seamless omni-channel servicing and hassle-free digital payment system. This was disregarded by brands that ran mindlessly after the Chinese consumer, who is not just well travelled but expects personalisation in everything from marketing to conversation.
Another factor that worked against European brands was that the Chinese often prefer to buy their luxury products from its source destination. A notion that has both- a romantic and a very logical economic reason behind it as well as a fear of buying into China’s infamous fakes market.
International brands missed an important China opportunity but corrections are in full swing! Fashion e-tailer JD.com has partnered with Saint Laurent to manage in China launch and has invested in London-based Farfetch. Alibaba is launching its own luxury platform (Burberry is already on board) and has announced several efforts to remove branded fakes from its platform. Tod’s became the world’s first high-end brand to launch a luxury product exclusively on social media site WeChat’s Mini program and Hermès opened a pop-up store on the platform.
Having understood their shortcomings well, retailers are now building a rounded out bricks-to-clicks infrastructure and even launching exclusive collections and curated sizes for the Chinese buyer.
Thanks to better stores and optimised pricing of products, people (approximately 62 per cent, according to a report from Chinese outlet Fortune) bought their luxury goods from China itself in 2017. This is also because of the rising touristic popularity of Hong Kong, Macau, and Shanghai as travel retail destinations.
An important trend coming to the surface is the rise of ‘premium’ brands. While in