On June 7th, 65438+ 10/KLOC-0, consulting firm Bain released the report "China Luxury Market Research in 20 17". According to the report, in 20 17, the sales of luxury goods in mainland China reached142 billion yuan, an increase of 20% compared with 20 16, the largest increase since 20 1 1 year, and exceeded the overseas market. Among them, the growth rate of women's categories such as cosmetics, women's wear and jewelry exceeds other categories.

Bain made the above judgment on the basis that, on the one hand, cross-border e-commerce in China has developed rapidly, and China has established free trade zones in more cities, so that cross-border e-commerce can enjoy tax incentives in the free trade zones; On the other hand, China has gradually reduced import tariffs on several categories; In addition, luxury brands are gradually adjusting their prices in China. The above measures will help attract consumers to return to the China market.

Another trend of luxury consumption market in China is that the share of brand spending on digital marketing has increased significantly, from about 35% of total marketing spending in 20 15 to 40% to 50% in 20 17. Bruno said that many luxury brands are aware of the growing influence of China consumers on the luxury market. "First of all, China luxury consumers account for 32% of the global market share; In addition, we also observed that more and more opinion experts and institutions focusing on qualitative analysis of luxury goods industry are emerging in China, such as opinion leaders (KOL) and related media. At the same time, China is far ahead of other markets in digital marketing and digital interaction. "

China government further encourages domestic consumption, strengthens the control of purchasing, and top luxury brands begin to actively adjust the price difference between domestic and foreign markets, which is the main reason for the rebound of luxury goods market in China.