BAIN: CHINESE LUXURY SPENDING SHIFTS FURTHER ABROAD WITH 2% DOMESTIC DECLINE

After heading into the red last year amidst a market slowdown, China’s luxury market decline sunk even further in 2015, according to Bain & Company’s annual industry report.

As Chinese consumers continued to opt to make their luxury purchases abroad, Bain found that  the value of mainland China’s luxury market declined by 2 percent to 113 billion RMB in 2015. The decline was driven by large slumps in men’s watches, clothing, and leather goods, says the report.

The bright spot for the global luxury industry remains Chinese spending overseas. Although China’s economic growth is slowing and the country’s anti-corruption campaign continues, Chinese consumers still upped their luxury spending abroad by 10 percent in the past year. Japan was a main beneficiary of this trend, with the report stating that Chinese luxury spending in the country increased by over 200 percent. Favorable exchange rates and lower prices also made South Korea, Europe, and Australia popular shopping destinations, while spending in Hong Kong and Macau dropped by one-quarter.

This increase in travel spending didn’t lead to an increase in daigou shopping, however, which is likely a welcome development for luxury retailers. According to Bain & Company, the daigoumarket contracted to become worth about 43 billion RMB after being hit by efforts to contain it, including increased customs restrictions and a weak RMB. In addition, cross-border sales websites contributed to the daigou decline, and accounted for 48 billion of 293 billion RMB spent by Chinese consumers on luxury overseas in the past year.

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Extract  of the Survey Report "Exclusivity & Desirability - China 2015"  conducted by Promise Consuiting - BNP Exane - Interview of the wealthiest chinese women about the luxury brands in fashion universe.

• To get the full survey report : mailto : valerie.jourdan@promiseconsultinginc.com
• To get the Strategic & Financial analysis of BNP Exane / Promise Consulting : mailto : valerie.jourdan@promiseconsultinginc.com

Paris, November 3^rd, 2015 10:00 AM – Promise Consulting, an acknowledged consulting and market research firm, joins forces with BNP Exane, a key actor of the financial market in Europe and a specialist in research and analyses on the European luxury sector, to publish the 2^nd wave of the Promise - BNP Exane Barometer "Exclusivity & Desirability 2015". This barometer classifies the 15 most exclusive and desirable brands in China in the universe of feminine Fashion. This Barometer is conducted amongst the wealthiest Chinese women, and is about the 30 luxury brands in ready-to-wear/handbags/shoes/accessories that have invested the most in communication (source: Industry Interviews, Exane Paribas). Promise and BNP Exane already conducted the same survey amongst French women in May 2015 (http://bit.ly/1ESTZGu).

”This barometer in association with BNP Exane reflects our determination to move closer to the marketing and cross-section financial analysis. Our Monitoring Brand Assets® approach itself features very complementary analyzes with those conducted by BNP Exane’s experts. Hence, the obtained results from our joined barometer are based on two different angles of expertise, marketing and financial, which brings a unique added value to the managers and decision-makers in the Luxury sector. More concretely, our measure of the exclusivity of a brand takes into account the upper and more constant quality of products, the strong and unique valuation of the customer, the brand’s prestige, but also a matchless “savoir-faire” that justifies a very high price premium associated with top luxury. Finally, our measure of desirability synthesizes the dimensions of attractiveness of an intimate, social and symbolic nature, which are the strengths of exclusive brands, and characterize the particular relation that they maintain with their customers. In this respect, our Barometer synthesizes, in two proven scales, the numerous criteria to establish a ranking between the high-end brands from their customer’s point of view", states Pr. Philippe Jourdan, Promise’s CEO.

HIGH LUXURY / EXCLUSIVITY

• Hermes, 1^st brand on the luxury / exclusivity criterion amongst the wealthiest Chinese women.
• Respectively 2^nd and 3^rd, Louis Vuitton and Chanel are neck to neck.
• Respectively 4^th and 5^th, Prada and Dior complete the ranking of the 5 most exclusive brands.

DESIRABILITY

• Chanel is the most desirable Fashion brand in China.
• Ranked 2^nd, Hermes capitalizes on its strong association with high luxury.
• Prada, Louis Vuitton and Dior are neck and neck and complete the top 5.
• Burberry is the 6^th most desirable brand (ranked 9^th on exclusivity).

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