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美國貝恩公司稱，奢侈品在中國的銷量增長正面臨壓力，中國奢侈品市場規(guī)模占全球市場總規(guī)模的約1/3。以全世界最大奢侈品公司路威酩軒集團(tuán)為例，今年第一季度亞洲內(nèi)銷售額同比下降6%。
不過，中國消費(fèi)者仍在購買奢侈品。他們只是不在中國購買。2014年，中國本土奢侈品銷售額降至約250億美元，降幅達(dá)11%。然而，設(shè)在上海的財(cái)富品質(zhì)研究院稱，與此同時中國消費(fèi)者在海外購買奢侈品的開支增長9%，達(dá)到810億美元。
摩根士丹利公司估計(jì)，在中國消費(fèi)者創(chuàng)造的奢侈品銷售額中，有一半以上是在海外市場消費(fèi)：有的是在出國旅游期間購買，有的則是通過水貨市場購買。
這種做法不僅影響奢侈品公司對商品的控制，也損害了它們在亞洲的商業(yè)策略。
有些公司則作出反應(yīng)：香奈兒今年早些時候在中國采取降價舉措，同時提高了一些主打產(chǎn)品的歐洲售價，以縮小兩地差價。奢侈品公司需要解決根本的定價問題。有些公司正在向中國市場推出價格更親民的奢侈品，這樣既縮小了差價，同時不影響現(xiàn)有的商品銷售。
對于奢侈品行業(yè)來說，統(tǒng)一售價事實(shí)上可能是未來的流行趨勢。（中國進(jìn)出口網(wǎng)）
According to a report from the "The Wall Street Journal" website, over the years, the world's largest luxury goods companies typically make the price of luxuries sold in mainland China and Hong Kong 25-40% higher than the price in the European countries.
The US company Bain said, luxury goods sales growth in China was under pressure, the Chinese luxury goods market size accounted for about 1/3 of the total global market size. Take the world's largest luxury goods company LVMH Group for example, in the first quarter of this year its sales in Asia decreased by 6%.
However, Chinese consumers are still buying luxury goods. They just are buying luxury goods in China. In 2014, China's domestic luxury goods sales dropped to about $ 25 billion, a dro of 11%. However, the Shanghai wealth quality research institute said that at the same time the expenditure that Chinese consumers spend on luxury goods abroad rose 9% to $ 81 billion.
Morgan Stanley estimated that in the luxury goods sales Chinese consumers created, more than half of them were achieved in the overseas market: some buy luxury goods during travel abroad, others buy luxury goods by the gray market.
This practice not only affects the luxury goods companies’ control on goods, but also hurts their business strategies in Asia.
In the earlier this year Chanel took measures to cut price in China, while increasing the price of some of Europe's flagship products, in order to reduce the price difference between the two areas. Luxury goods companies need to address the fundamental problem of pricing. Some companies are introducing luxury goods with lower prices in the Chinese market, which narrows the price difference, but does not affect existing merchandise sales.
For the luxury goods industry, the uniform price may in fact be the trend in the future.
