China News Service, Haikou, February 8 (Reporter Wang Ziqian) The international fashion and luxury goods in duty-free shops on Hainan Islands present a strong Chinese flavor this New Year. On the eve of the Spring Festival of the Year of the Dragon, reporters visited many duty-free shops on the island and saw that "Chinese-style" products are very popular with cultural designs close to Chinese consumers.
Armani Year of the Dragon theme clothing, Hennessy New Year brandy, Ferragamo Year of the Dragon satchel, Estee Lauder New Year limited edition essence, Shu Uemura Year of the Dragon series... In the cdf Haikou International Duty Free City, many international big names have launched Year of the Dragon styles, attracting consumers.
On February 7, the staff of cdf Haikou International Duty Free City sorted out the Year of the Dragon themed clothing. Photo by China News Service reporter Luo Yunfei
On the 6th, as soon as the cdf Haikou International Duty Free City opened for business, Du Ping, a tourist from Hubei, came to the Estee Lauder counter to inquire about the New Year limited edition essence. When she learned that it was sold out, she felt a little regretful, "It's very beautiful, with a golden dragon on the bottle. It's just right as a New Year gift for friends."
In traditional Chinese culture, the dragon is an auspicious symbol that soars into the clouds and rides on the mist, and has a high status in the hearts of Chinese people. Fu Shuqi, a salesperson at the Estee Lauder counter in cdf Haikou International Duty Free City, said that the Year of the Dragon New Year model has the same specifications as the regular model, but the discount for the Year of the Dragon model is smaller and the price is 100 yuan (RMB, the same below) higher. But even so, consumers are happy to buy it.
On February 7, at Haikong Global Premium Duty Free City, internationally renowned cosmetics brands launched limited-edition models for the Year of the Dragon to attract consumers. Photo by China News Service reporter Luo Yunfei
"There are nearly 50 kinds of products in the Year of the Dragon, including fragrances, drinks, bags, clothing and other categories. Many consumers come here for the Year of the Dragon products, and some products are urgently replenished after they are out of stock." cdf Haikou Meilan Airport Duty Free Shop Marketing Department Manager Lu Jiayu said that unlike in the past when a few brands launched zodiac models, in recent years more and more international brands have adopted "Chinese style". In addition to zodiac commemorative models, they also add silk, Chinese knots, embroidery and other elements.
International brands show affinity because they obviously value Chinese consumers. The "China Luxury Goods Report" by Yaoke Research Institute shows that Chinese luxury goods consumption will reach 1.042 billion yuan in 2023, accounting for approximately 38% of global luxury goods consumption. According to Bain & Company's "2023 China Luxury Goods Market Report", looking forward to 2030, the proportion of mainland China's total global luxury goods consumption will increase from 16% in 2023 to 24%-26%.
"In the increasingly fierce market competition, the Chinese New Year is the best opportunity to create marketing topics." Zhou Ting, a luxury goods expert and president of the Yaoke Research Institute, said that Chinese consumers are the most important force in global luxury goods consumption, and Chinese elements Behind the frequent appearances is the desire of international brands to use Chinese cultural narratives as a communication channel to gain recognition from consumers.
On February 7, staff from cdf Haikou International Duty Free City sorted out Year of the Dragon themed bags. Photo by China News Service reporter Luo Yunfei
In 2023, luxury goods "cannot be sold" and brand stories "cannot be told" have become industry topics. The fundamental change stems from the change in consumer mentality. They are more willing to buy brands with unique designs and good quality, or more A niche brand that focuses on individuality. The industry generally believes that the charm of luxury goods in the Chinese market lies in the ability to understand the aesthetic preferences, value judgments and lifestyles of Chinese consumers.
Yin Yunxian, executive deputy general manager of Sinopharm Zhongfu Sanya Store, noticed that as China's "Generation Z" and even the "post-00s" increasingly become the main force of consumption, their pride in traditional culture is getting stronger and stronger. The marketing of luxury goods to get closer to consumer groups through Chinese cultural elements such as zodiac signs and blue and white porcelain is also increasing.
Wang Xinyue, a 20-year-old Shanxi girl, bought a golden dragon-shaped pendant and special fragrances for the Year of the Dragon at a duty-free shop. She believes that China's young consumer groups are more aware of traditional culture and pursue a more personalized life, bringing new changes to the luxury goods field. International brands need to change the simple way of connecting with Chinese consumers to meet the high-quality usage needs, traditional cultural emotional needs and personalized social needs of young people.
In recent years, international brands have also been deeply involved in localized operations by building R&D centers and developing online channels. Zhou Ting believes that in the future, luxury goods must not only incorporate "Chinese elements", but also be rooted in Chinese consumers. "In addition to business model innovation, we must develop more products and services for Chinese consumers." (End)