China’s 20 per cent tax crackdown on wealthy individuals has become the latest headache for luxury brands ahead of third-quarter financial results. Under Beijing’s new rules, affluent citizens who used offshore trusts to shelter assets have until October 22 to declare and pay years of back taxes, threatening spending in a market that generates roughly a fifth of global luxury purchases.

Shares in LVMH and Birkin bag maker Hermes are both down about 40 per cent this year near multi-year lows, while Gucci owner Kering has fallen 29 per cent. Summer shopping mall data in mainland China pointed to a sharp deceleration in growth, according to Bernstein analysts.

The 20 per cent levy is hitting spending by ultra-high-net-worth individuals, a tier that had previously proved more resilient than middle-class consumers affected by China’s prolonged property downturn. Alexis Bonhomme, head of Shanghai-based luxury consultancy Trinity Asia, noted that some shoppers face short-term liquidity constraints before the compliance window closes.

“Until the deadline to pay the tax, some people may face liquidity issues”, Bonhomme said. “This doesn’t mean they won’t start buying again, but right now, the mood just isn’t there,” he added.

Two industry sources familiar with third-quarter mall trading in mainland China said overall conditions remained weak, although performance varied widely between brands. Smaller “quiet luxury” labels such as cashmere specialist Brunello Cucinelli and LVMH’s Loro Piana are outperforming more conspicuous brands such as Louis Vuitton and Gucci.

High-end jewellery remains a bright spot. Brands such as Richemont’s Cartier have benefited as wealthy consumers increasingly favour gold and precious materials, which are viewed as offering more enduring value.

Source link