In order to retain the Chinese market, luxury goods are coming up. Chanel and LVMH adopt the way of price adjustment to balance global prices, and Gucci has benefited from the popularity of luxury discount stores.

Facing the domestic Luxury goods The gloomy situation of the market, European Outlets operator Value Retail and Florence Fingen group cooperated to expand the business of luxury discount stores in China. Shopping In combination with the "shopping village" mode, the target consumers are luxury buyers, but not rich enough to afford many middle classes who travel abroad or have full domestic prices.

The luxury goods contained in these stores range from Armani to Valentino to Gucci. According to a report released by Bain, Gucci's current sales in China depend heavily on the existence of these discount stores.

Be located Suzhou The small village of Florence opened last May, and the volume of transactions has exceeded 700 US dollars. They received 80 thousand tourists during the spring season, and predicted that the traffic volume will reach 4 million in the coming year.

At present, there are 80 such stores in China, and they plan to complete the target of 100 new stores in the next 5 years. According to Paris Bank of France, these stores will bring 16 billion profits to China's luxury market in the next ten years.

Investors believe that there will be more and more similar stores in China. In fact, it is not difficult to think that the middle class is not bad at the moment. Their tastes are becoming more and more profound and even tricky. Cheap prices are obviously not the only reason to attract consumers. They also need shopping convenience, quality service and good design.

"Chinese people are very sensitive to prices, but they really dare to spend money," says Maurizio Lupi, director of Florence village. "Nowadays, customers do not have to go abroad to buy things as they do in Italy." Their small village in Tianjin is surrounded by European fountains, boats and colonnade, all in European style.

In fact, for the wealthiest luxury consumers, discount does not matter. They will still choose to go abroad for shopping, and this is the best time to travel to Europe. But for the Chinese market, such "small village" shopping centers are becoming more and more popular with their elaborate designs and accurate thinking of consumers.