Survey Of Spain'S High-End Consumer Goods Market

I. Basic Situation

The production and sales outlets of high-end consumer goods or luxury goods are entirely established by enterprises.

The sale way of high-end consumer goods is generally divided into two ways: exclusive stores (cabinets) and authorized sales by strict screening.

The high income class is the main consumer group of high-end consumer goods in Spain.

Affected by the financial crisis, the number of consumer groups has dropped considerably.

According to statistics from Merrill Lynch and Capgemini consulting firm, the total number of assets owned by more than one million euros in Spain dropped from 160 thousand and 600 in 2007 to 127 thousand in 2008, down 20.9%.

The decline in the number of high-income groups has a greater negative impact on the sale of luxury goods, especially yachts and luxury cars, which are more affected by the crisis.

In the first half of 2009, sales of yachts with a length of more than 18 meters dropped by 32%, while luxury car sales dropped by 46%.

Richemont, the world's third largest luxury group after LVMH and Hermes, has sales of 26% in only one month in April 2009, despite its brand names such as Mont Blanc, Cartier, Baume & Mercier.

Bvlgari even thought that it would not be able to return to 2007 until 2012.

From a consumer perspective, millionaires are not the main buyers of luxury goods.

Iese Business School professor believes that the sale and existence of luxury goods are not mainly dependent on the millionaire class, but mainly on the middle income class, who want to buy very special and limited quantities of goods.

These "special and limited" items are classified according to the general manager of the airport high-end commodity chain Aldeasa group. They include not only high priced goods such as yachts, luxury cars, jewellery, but also low priced, more personal products such as fashion, accessories, leather bags and so on, such as a dark horse TOUS on the Spanish luxury market, which is focused on the lower price ornaments and provides a warm shopping environment for consumers to grow rapidly.

Two, luxury brand in Spain

According to Interbrand Consulting's research report, the ranking of major luxury brand sales in 2008 is as follows:

LV sales amounted to 16 billion 718 million euros, Gucci was 6 billion 388 million euros, Chanel was 4 billion 918 million euros, Rolex was 3 billion 836 million euros, Hermes was 3 billion 541 million euros, Catier was 3 billion 278 million euros, Tiffany was 3 billion 257 million euros, Prada was 2 billion 775 million euros, Ferrari was 2 billion 730 million euros, Bvlgari was 2 billion 577 million euros, Burberry was 2 billion 542 million euro, 2 billion 542 million was 2 billion 542 million euro, euro was euro, euro was euro, and euro was euro.

None of Spain's own brands is on the list.

LOEWE is the most famous luxury brand in Spain. It was founded in Madrid in nineteenth Century by German Enrique Loewe. It was a specialized supplier of Spanish royal leather products.

It belongs to the French LVMH luxury group.

Net profit in 2006 was 860 thousand euros, and 4 million 620 thousand euros in 2007.

TOUS, a luxury jewelry brand in Barcelona, Spain, was founded in 1920. 70% of its revenue comes from accessories such as pendants and earrings, and 30% comes from leather bags and jewelry.

At present, there are 350 outlets, with sales of about 4 million, and the average price is about 86 euros per unit.

It is estimated that sales outlets will reach 800 in 2014, with a turnover of 1 billion euros.

Three. Chinese tourists' consumption habits

When Chinese tourists buy high-end consumer goods in Spain, they usually compare with domestic prices, and often come to a conclusion that they are cheaper than domestic prices.

16% of the value-added tax, which means that the price of goods has been 15% off (of course, the tax rebate has 90.15 Euro refund requirement, and the rebate should be deducted from the corresponding fee, the general tax rebate is around 10%); 2. tourist shopping places generally prefer the discount sales area located in the suburbs (also known as factory shops), although the location is far away, the goods are not the latest ones, but they are guaranteed relatively low prices. 3. Spain has a statutory price reduction period every year in the two seasons of summer and winter. The main reasons are: 1. foreign tourists are shopping in the west, and can be retreated when they leave the country.

From the purchase of goods, Chinese consumers in Spain are willing to buy high-end clothing, leather shoes, leather bags, belts and other commodities, basically are recognized by domestic consumers from Italy, France, Britain and other major brands.