中国人不爱 “退税买包” 了

Core Insights - The composition of shoppers in European luxury goods stores is changing, with a significant decline in Chinese tourists, whose share of the European duty-free market has dropped from 32% five years ago to 13% now, while American and Middle Eastern tourists have increased their shares to 22% and 13% respectively [3][5] - Overall duty-free luxury sales in Europe have grown by 7% year-on-year, despite the decline in Chinese tourist spending [3] Group 1: Shifts in Consumer Behavior - From 2019 to 2024, Chinese tourists' duty-free spending in Europe is projected to decline at a compound annual rate of 8%, while American and Gulf tourists' spending is expected to grow by 12% and 14% respectively [5] - The luxury brands in Europe are adapting to cater to new customer demographics, with English and Arabic becoming the dominant languages in stores [5] - Chinese tourists are increasingly shopping in Japan, with 40% of their duty-free purchases now occurring there, up from 14% in 2019 [5][9] Group 2: Changes in Retail Landscape - The convenience and cultural proximity of East Asian destinations have made them more appealing compared to Europe, which has become less accessible due to limited flight availability and complicated visa processes [9] - The luxury retail experience in China has significantly improved, with high-end shopping environments in cities like Beijing, Shanghai, Nanjing, and Shenzhen now rivaling those in Europe [9][19] - Price differentials between China and Europe have narrowed from 30% to under 10%, making local purchases more attractive for Chinese consumers [19] Group 3: Evolving Consumer Mindset - The perception of luxury shopping has shifted from a social symbol to a more personal experience, with consumers now viewing travel as a means of relaxation rather than a shopping spree [20] - The era of "shopping tourism" is ending, giving way to a focus on "experiential living," which emphasizes sustainable and rational consumption [20][22] - The decline in duty-free spending by Chinese tourists reflects a transformation in consumer logic rather than a decrease in purchasing power, indicating a more thoughtful and localized approach to consumption [22][23]