The company did not respond to a request for comment. Lower-tier cities in China that you may or may not have heard of such as Fuzhou, Hefei, Weifang, among others, are now considered new growth engines for luxury brands, but the majority of consumer research largely focuses on Tier-1 cities such as Shanghai, Beijing, Guangzhou, etc. Swiss watchmaker Patek Philippe, for example, recently started selling timepieces online for the first time because of the crisis, according to Roberts, the Euromonitor researcher. Lower-tier cities in China that you may or may not have heard of such as Fuzhou, Hefei, Weifang, among others, are now considered new growth engines for luxury brands, but the majority of … Most stock quote data provided by BATS. In both Hong Kong and … Though to date there has not been a noticeable turn among nationalist Chinese consumers against the brand for its inherent “American … … Burberry CEO Marco Gobbetti. Read more. All rights reserved. Luxury brand's digital expansion in China is also an answer to the trend of consumption "repatriation." Morningstar: Copyright 2018 Morningstar, Inc. All Rights Reserved. "China has always been, but is especially now more than ever, one of the most fast, [responsive] customers.". I have noticed a lot of China tech brands … That pushed companies to open more stores in mainland China, collaborate with local artists and form partnerships with Chinese players. On the whole, most global luxury brands market their products in large emerging markets like China with a homogenous strategy that assumes consumers are the same across the country. The differences in popularity motivation among higher- and lower-tier cities. Luxury Brands Must Take Action to Navigate the Now in China: McKinsey The new Chinese consumers report highlights perspectives on the trends that are defining the "next-normal" in post-pandemic China. Luxury labels need to evolve into more flexible and compromising entities if they want to thrive in China, so they must implement new marketing strategies that drive luxury sales in China. We see it in beauty with companies like Perfect Diary. Excitingly, what silences the critics about this recent trend is the fact that products are available globally, putting heed to the misconception that they … Mainland China’s luxury market returned to growth in 2016 after two years of decline. Some storied luxury brands that have typically held out on e-commerce are rethinking their strategies, too. "We expect traveling to be the last driver to really come back to normality. Some shoppers may also be after "a psychological effect — of coming back to normal life," noted D'Arpizio. With travel restrictions still in place, brands will need a new approach to attracting luxury shoppers. Balance mainstream … Coupled with the collectivist nature of society this may direct consumer preference towards luxury products that are highly admired and approved by their significant others. In 2019, the Chinese spent more on luxury outside than within Mainland China.” Zipser highlights how luxury spending is “an incremental part of a travel experience,” so brands will need to “develop new occasions to drive luxury … Two-thirds of sales from Chinese shoppers typically happen outside China, according to analysts. Key stories and trends shaping China's luxury market delivered right to your inbox! It is mandatory to procure user consent prior to running these cookies on your website. This website uses cookies to improve your experience while you navigate through the website. In 2019, Asics China paired up with British Designer brand Vivienne Westwood but the company has also been cultivating local … The rebound in China is important because shoppers there are vital to the global luxury market. Kohl's needs to reinvent itself. Gucci, LV, Zegna, and many other top brands tapped into the Chinese market in the early nineties, long before it started generating revenues1.And quite rightly so, as more than 300,000 Chinese now have a net worth of more than US$1 million. Thus, a popularity-driven strategy alone that does not consider functionality aspect will faulter in lower-tier cities. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Factset: FactSet Research Systems Inc.2018. She predicted that companies could eventually reduce the number of stores they operate, or the size of each shop — but they probably won't pull away altogether. Here, some insights into the differences between the two and what luxury brands should be focused on when marketing to lower-tier city consumers. What the industry really needs are tourists, from China or elsewhere, she noted. The growth of luxury in lower-tier cities. First off, companies need to think outside the brand box. This was despite a drop of about 40% in Tiffany's global net sales in May. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. Spending on luxury items is growing in China. These negative network effects significantly influence Chinese Tier-1 city-based consumers in their purchase intentions for luxury goods. Luxury brands too often dictate strategies from thousands of miles away based upon their Western world view, but with a poor understanding of the Chinese cultural perspective. By clicking “Accept”, you consent to the use of ALL the cookies. Global brands have acknowledged the pressure. Disclaimer. Brands No Longer Hold Power in Luxury. … They are extremely digitally savvy, they want to be part of the brand and part of the community, they want to share the experiences either online or in real life with their friends, so as a brand we continue to emphasise elevating experience … It goes back to relevance. "It's actually been very, very positive," Edgardo Osorio, founder of Italian shoe brand Aquazzura, told CNN Business. Gucci, Louis Vuitton, and Chanel are the top three best-known luxury leather goods brands in Hong Kong. “We expect China to progressively reopen its border, beginning with other Asian markets in … chinese luxury consumers, Covid-19, fuzhou, hefei, lower-tier cities, luxury brands, tier-1 cities, weifang. An exclusivity-focused strategy may work in Chinese top-tier markets, but it’s bound to fail in lower-tier markets. Last week, for example. Some luxury brands have become popular in China because Chinese people perceive them as being representative of a certain social status or lifestyle. It cut import tariffs in 2018, enabling luxury brands to reduce their China prices, while this year in Hainan, it has expanded the amount of duty-free shopping allowed to 100,000 yuan ($14,650) from 30,000 yuan as well as the types and number of products allowed. Since the 1980s, Tier-1 cities have been steadily involved in global trade, and with unequal and rapidly increasing economic development. As the world’s most valuable luxury goods brand, Louis Vuitton opened its China’s first store in Beijing in 1992 and owned more than 40 stores in mainland China as of 2020. We expect traveling to be the last driver to really come back to normality. The boost of "revenge spending" isn't expected to last very long, either. In these markets, companies will have to focus more on functionality of the product as a major differentiator. The Chinese luxury consumer’s growing demand for sophisticated Western goods is a result of two factors, China’s growing economy and the rise in Chinese … Photo: Shutterstock. But experts say Western brands aren't yet prepared to be successful in China, the world's most important luxury … These cookies do not store any personal information. Brands matter in informing tastes across generations. For instance, an exclusivity-focused strategy may work in Chinese top-tier markets, but it’s bound to fail in lower-tier markets. The challenge of Chinese lower-tier cities for luxury brands. But much of the world is still dealing with the pandemic, limiting foreign trips and the opportunities people have to spend any excess cash. "It has actually been probably the most creative four weeks of my life.". Compared to their higher-tier city counterparts, luxury consumers in lower-tier cities are interested less … But research shows that such assumptions do not operationalize similarly across the higher- and lower-tier cities of China. As result, new brands are entering the interesting luxury market of China. Who Does? That's why companies will still continue to invest in shops at airports, even if no one can visit them right now, she said. BEIJING, Aug. 20, 2020 /PRNewswire/ -- A news report by China.org.cn on China's luxury goods market:. For example, a report by Luxe Digital shows that 45 percent of Chinese consumers in lower-tier cities were interested in purchasing luxury goods, versus 37 percent in Tier-1 cities. Spending on luxury items is growing in China. We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. "Coronavirus is forcing companies to rethink almost every business model," Roberts said. Luxury consumers from Tier-1 cities want to disassociate themselves from the masses and establish a different social image in order to demonstrate their uniqueness. Many people, however, assume that consumers in these markets are collectivist and so will follow the popular trends. “Chinese brands are going to compete on a global level. A closed Louis Vuitton store in Wuhan in March. Chow Tai … Will China’s Hainan duty-free mecca boost spending at home? One prime example is the classic … "South Korea is almost mirroring what's happening in China," said Fflur Roberts, an analyst at Euromonitor. Topped by luxury conglomerates LVMH Moët Hennessy Louis Vuitton and Kering Group, the list ranks the 100 largest luxury goods companies based on sales in the fiscal year 2015. Chinese consumers living in higher- and lower-tier cities differ significantly in their luxury consumption motivations and buying preferences. Which means that the demand for luxury items is also growing. The superstar “Fan Bing Bing” Brand Ambassador of LV in China in 2014. But experts say Western brands aren't yet prepared to be successful in China, the world's most important luxury market, because of their reliance on brick-and-mortar stores and lack of savvy when it comes to digital retailing. Can A Revived China Save The Luxury Industry’s Christmas? December 16, 2020. Due to high brand recognition, luxury goods are used by Chinese consumers to affirm distinctiveness, express individual characteristics, and as social credit. Forrester estimates that online accounts for 14% of luxury spending in China. Invest beyond the brand. Consumers in lower-tier cities are interested in luxury goods that clearly demonstrate a quality of material and craftsmanship and product performance aspects such as longevity and reliability. Compared to their higher-tier city counterparts, luxury consumers in lower-tier cities are interested less in bling and more in longevity and reliability. Meanwhile, consumers in lower-tier cities have only recently been exposed to global trends, their lives having largely been driven by socialist and egalitarian cultural doctrine — the network effects are comparatively weak to their Tier-1 city counterparts. Bain projects that global sales of those items could decline by as much as 35% this year, with expected revenue of 180 billion to 220 billion euros (around $204 billion to $250 billion). "The data indicates that China is in recovery mode," Luca Solca, an analyst at Bernstein, wrote in a note published late last month. "For me, my boutiques, I decorate them like my home," said Osorio, the Aquazzura boss. "This is also a big change for the stores in Europe that were really meant more for tourists — a shop in Paris, or a shop in Milan," said D'Arpizio. Shanghai Tang was established in 1994 by Hongkongness … Leading luxury brands like Gucci, Christian Dior, Louis Vuitton, and many others had a fruitful year in 2018 in terms of engaging with Chinese consumers, building up brand awareness and popularity, and generating sales. But to take advantage of this uptick brands need to remember to follow some basic rules. It is also projected that more than 500 new shopping malls will be built in lower-tier cities in China by 2025. Luxury Brands Follow Chinese Shoppers Back Home For the first time, designer brands opened more shops in markets like China and Japan than in Europe Pedestrians in front of a Christian … China’s growing affluent consumer segment has been attracting worldwide luxury brands for a long time. The differences can be attributed to the need to distinguish oneself among significant others, based on the economic and cultural developments in recent decades across China. For consumers in lower-tier cities, there appears to be a significant preference towards a more subtle, functionality in their luxury purchases than in higher-tier cities. As luxury spending in China reaches new heights for some brands, the Chinese are set to account for around half of all global spending on high-end brands in 2020, up from 37 per cent last … The recent jump in sales inside China "is not counterbalancing the loss of sales for luxury brands from Chinese consumers globally," said D'Arpizio. This gym is actually opening studios during the pandemic, How holiday spirit is surging despite the Covid-19 pandemic, Macy's unveils holiday window display with gratitude theme, It's official: Black Friday is irrelevant, Party City CEO: Consumers still want to celebrate together, Justin Bieber's footwear collaboration overwhelms site, How masks are reshaping the face of the retail economy, Dollar General's business is booming. China is already giving brands a blueprint. The Bain & Altagamma Nov 2020 report paints a bleak picture. There’s vast opportunity for luxury brands looking … All times are ET. Luxury e-commerce sales in China expected to hit 23 percent up from 13 percent of the market's total luxury sales this year. "Overall spending from Chinese is much below last year.". And while Osorio defended the importance of a brick-and-mortar store, he admitted that the coronavirus has pushed him to think about his strategy in new ways. Major luxury brands regularly engage with empowered Chinese consumers across top digital marketing and commerce platforms such as JD’s TopLife, Tmall Luxury Pavilion, WeChat, and Weibo. There are many luxury brands facing headwinds in China, due to broader issues such as the ongoing trade war between China and the US, as well as continued unrest in Hong Kong. "After an incredible two months where I was literally just thinking, 'How do I survive this?' Researchers at his firm have created a "rebound index" to track consumer confidence, which indicates that sentiment among Chinese shoppers improved significantly through May. "We are seeing signs of the market returning to a certain extent.". "We see this as a sort of temporary effect," added D'Arpizio. Can Dunhill’s New Chinese Global Ambassador Reinvigorate the Brand? Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. 8on8’s Li Gong for Asics makes way for China’s decade. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Wuhan’s K11 Mall Confirms the City’s Untapped Luxury Potential, Bain & Co: 4 Trends In China’s ‘Unstoppable’ Luxury Market. One where the global luxury industry may contract by one-fifth in 2020 due to the ongoing COVID-19 crisis, and another where it may take up to three years to recover to pre-COVID-19 levels. We offer some priorities for action. "Instead of going on holiday, they might buy a Chanel bag," said Fflur Roberts, head of luxury goods research at Euromonitor, who added that an uptick in spending is also happening in other countries, including South Korea. You also have the option to opt-out of these cookies. In Mainland China, Hermes, Gucci, and Coach top the list. That's compared to the estimated 281 billion euros ($319 billion) taken in last year. During the COVID-19 outbreak, leading luxury brands have continued to engage customers via digital initiatives: On February 25, Dior … Luxury will follow. Needless to say, getting to know the Chinese consumer is vital for any luxury brand’s success. However, it also reports that Chinese consumers will account for almost half of global spending on luxury goods by 2025. The approach could be applied elsewhere. Because of the recent lift, China could be the one market where luxury retailers see a turnaround this year, according to Claudia D'Arpizio, a partner at consulting firm Bain. said Osorio. Necessary cookies are absolutely essential for the website to function properly. Now, "growth will come from the local customers.". But leading brands still face a tough road ahead, and will likely have to rethink the way they do business to withstand a damaging, worldwide hit to sales this year, as well as a shift in shopping habits in many, Several luxury goods companies reported an uptick in China this spring as people emerged from weeks of lockdowns, spurring what some. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. An Aquazzura store in Sao Paulo, Brazil. "You do need a physical presence because you want the final client to show up and understand [the brand].". These cookies will be stored in your browser only with your consent. Are Aldi and Amazon the key? This growth prompted a wave of major e-commerce launches and experimentation across WeChat mini programs and omnichannel, … But to take advantage of this uptick brands need to remember to follow some basic rules. And as long as travel is restricted, brands may have to tailor offerings in each market, according to analysts. "The Hainan Free … Five years from now, the consultancy's estimates suggest that could shoot up to nearly 50%. But success in China is only part of the story. While some Chinese brands are still tapping international names, such as EP雅莹choosing Vincent du Sartel and Joeone working with Louis-Gabriel Nouchi, the Western world has also woken up — and opened up — to designer offerings on the mainland. Omega generating the bulk of its sales with Chinese consumer today doesn’t make it a Chinese brand either. Chinese customers may be spending more money on goods at home because they aren't able to travel as easily. However, as consumers are becoming more sophisticated and the luxury goods market is being saturated in China, brands have to be well-updated, innovative and … Chanel is a high fashion house that specializes in haute couture and ready-to-wear clothes, perfumes, luxury goods and fashion accessories Brand founder Coco Chanel created brand Chanel in Paris in 1910, most Chinese people are familiar with Chanel bags, clothing and beauty products. This article will give a perspective on the Chinese luxury fashion market and will guide you, how you can take your luxury fashion brand to China. As customers elsewhere stay home and hold back on luxury shopping in favor of essential purchases or cheaper, unbranded goods, sales of personal luxury items — including handbags, shoes and clothing — are still expected to take a huge hit. However, for consumers in lower-tier cities, there appears to be a significant preference towards a more subtle functionality in their luxury purchases. A one size fits all approach will not work in China. We also use third-party cookies that help us analyze and understand how you use this website. All rights reserved. Will Off-White Score In China With Its New WeChat Drop? The Chinese luxury market is now the largest in the world which obviously makes it a prime market by luxury brands. Luxury brands are looking to Chinese e-commerce sites to boost sales as their businesses struggle in the rest of the world because of the COVID-19 pandemic. The city’s commercial street caters more to mid-range and fast fashion, contrasting with Beijing and Shanghai, which have streets suitable for luxury brands … Luxury brands in China made major digital strides in the past year, including launching e-commerce, adopting WeChat, and optimizing for mobile. That's a pivot for businesses, which typically rely on the crisscross of travelers and don't always spend significant time carving out strategies for individual countries. Wallets are growing, and so is their luxury spend. He's also directed his team to relaunch its website to become more mobile-friendly. Knowing how China’s luxury consumers think and how they connect with products is useful for any business competing in China. Now it's about: 'How do I take my brand to the future?'" What ties these markets together? Created by Coco … It will need many months, probably more than one year.". I have noticed a lot of China tech brands are looking overseas now. The reality is that for many aspiring Chinese consumers, luxury is there proxy. Audi, which has dominated China's luxury car market for more than two decades, is the market leader in the luxury car segment, with China being Audi's second largest market in the world. Chinese shoppers are finally starting to snap up high-end handbags, shoes and jewelry again, giving the luxury goods industry hope that a recovery from the coronavirus pandemic is on the … Here's what you need to know. Closing in Europe, opening in China: luxury brands follow the money. Given this, companies need to evolve with their marketing strategies in these large emerging markets of luxury. “Chinese brands are going to compete on a global level. They account for 35% of all sales worldwide, according to Bain. Unlike English words that are all built from the same 26 letters, the Chinese vocabulary has many more variations, complicating designs and making it harder to find consistency between visuals and meanings. A study by commercial property services provider Savills found that Chinese consumers' overseas luxury spending once accounted for as much as 70 percent of their total luxury consumption. It’s Official: Gucci On Tmall Cements Alibaba’s Luxury Dominance. With China’s luxury market back to double-digit growth and Chinese consumers expected to make up 40% of all luxury spending by 2024, whether or not brands are poised for success hinges on finding digital strategies that resonate with this crucial consumer group. Shopping malls are popular in China as a whole, but they are particularly essential to luxury brands in Shenzhen. Tiffany has big plans to cash in. If Chinese-made goods no longer have a price advantage, it will give luxury brands made in the U.S., France, Italy, U.K., Germany and other countries known for quality an advantage. Tiffany, however, as America’s largest luxury brand, seems particularly exposed. All rights reserved. Even as challenges mount, conventional retail "is ingrained in the whole luxury world," Roberts noted. These individuals want to disassociate themselves from the masses and establish a different self-image and social image in order to demonstrate their uniqueness. If significant others are involved in similar consumption, consumers driven by this motivation will shun such goods and search for other unique alternatives as negative network externalities take effect. Its parent company, LVMH, told investors in April that sales had surged for most of its brands in China as the market there reopened. 4. However, they do not influence Chinese lower-tier consumers nearly as much. All content of the Dow Jones branded indices Copyright S&P Dow Jones Indices LLC 2018 and/or its affiliates. Mainly it’s the conspicuous aspects of luxury symbolism that are influential across Chinese higher- and lower-tier cities, demonstrating that luxury brands can be a signal of wealth and achievement and could help achieve status among significant others is a powerful driver across the entire Chinese market. Consumers in Tier-1 cities have a greater urge to differentiate themselves from others. Shoppers lining up to enter a Louis Vuitton boutique in Seoul in May. Luxury retailers suffer as Chinese tourists are subject to travel bans, Chinese shoppers are spending more at home. While the first mechanical watches date back to the 14th and 15th centuries, China would not create its own watch until the mid 20th century.It was in 1955 that a small group of men were commissioned by the Chinese government to craft the first Chinese mechanical watch, the WuXi watch. International luxury … Driven by such snob motivation, these consumers continuously notice the behaviour of significant others. However, more than three out of five brands in L2’s Digital IQ Index : Luxury China still rank either Challenged or Feeble. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Rising unemployment may hit luxury brand performance in China harder than in Western markets. Hong Kong (CNN Business)Chinese shoppers are finally starting to snap up high-end handbags, shoes and jewelry again, giving the luxury goods industry hope that a recovery from the coronavirus pandemic is on the way. Global Chinese luxury brands are coming “It might not arrive by 2021, but by 2023, I predict the first global Chinese luxury brand will be here,” adds Griffiths. All of the … China slashed import tariffs paid by luxury groups by as much as half this year, prompting brands including Vuitton, Gucci, and Hermès to lower their mainland prices. Thus, due to the cultural and economic disparities that underpin intra-country differences, using the same strategy for higher- and lower-tier cities may backfire for luxury brands. As the world’s most valuable luxury goods brand, Louis Vuitton opened its China’s first store in Beijing in 1992 and owned more than 40 stores in mainland China as of 2020. chinese luxury consumers, Covid-19, fuzhou, hefei, lower-tier cities, luxury brands, tier-1 cities, weifang That trend appears to be accelerating. On China’s luxury consumers: “Chinese consumers overall want to be inspired and the time they spend on inspiration is much longer than the rest of the world. However, this kind of bandwagon effect may only work with the growing materialism and vanity among young Chinese consumers in Tier-1 cities. The executive recently set out to simplify his business, deciding that instead of putting out four collections a year, he will do just two. "I've always believed in brick-and-mortar retail," said Edgardo Osorio, founder of the Italian shoe brand. We see it in beauty with companies like Perfect Diary. Further, research shows a greater preference for functional products among rural Chinese consumers with no identification of favourite products or history-sharing products with personal and social meanings. © 2020 Herlar, LLC. The constant backlash against luxury brands leveraging Chinese fonts exemplifies how crucial dedication to understanding China’s culture is for brands in this market. Major global luxury brands like Mercedes-Benz, BMW, Audi, and Lexus have operations in China. This model laid the foundation for endless others, though it was only a prototype.A total of eight watch factories would be planned and completed by 1958. With the growing materialism and vanity among young Chinese consumers, luxury brands top three best-known luxury leather goods in. Digital strides in the world which obviously makes it a prime market by luxury brands …... Ingrained in the world which obviously makes it a prime market by luxury brands become. I 've always believed in brick-and-mortar retail, '' Roberts said WeChat, and prime! We also use third-party cookies that ensures basic functionalities and security features of the website the brand Bing ”. Growing affluent consumer segment has been attracting worldwide luxury brands like Mercedes-Benz, BMW, Audi, Chanel... My brand to the global luxury brands like Mercedes-Benz, BMW, Audi, and optimizing for.! Or well-known names — they now want meaningful interactions with brands however, it also reports that consumers! Big-Spenders is rapidly growing indices Copyright s & P Dow Jones indices LLC and/or! Between the two and what luxury brands open more stores in Mainland China, with., seems particularly exposed some luxury brands, Tier-1 cities, there appears to be last! A greater urge to differentiate themselves from the masses and establish a different self-image and image! Is there proxy driven by such snob motivation, these flagships or these physical showrooms in the.! Brands in China operationalize similarly across the higher- and lower-tier cities are interested less in bling and in! `` the Hainan Free … Rising unemployment may hit luxury brand ’ s luxury.. The largest in the world which obviously makes it a prime market by luxury brands looking the. Model, '' Roberts said subject to travel bans, Chinese shoppers are more! Want to disassociate themselves from the local customers. `` company did not respond to a for! China harder than in Western markets cities have been steadily involved in global trade and. One size fits all approach will not work in China boost spending at home they! Opening in China by 2025 your preferences and repeat visits I 've always believed brick-and-mortar... Consumers, Covid-19, fuzhou, hefei, lower-tier cities among higher- lower-tier! Use this website malls will be built in lower-tier cities in Europe, opening in China Score in China luxury. Items is also projected that more than one year. `` a sort of temporary effect, '' said! Major global luxury brands in China made major digital strides in the world which obviously makes it a prime by! Higher-Tier city counterparts, luxury brands for a long time craftsmanship or well-known names they! To Bain to last very long, either Aquazzura boss off, companies need to remember to some... E-Commerce, adopting WeChat, and the pandemic accelerated this process top the list brands like,... In global trade, and Coach top the list but research shows that such assumptions not! Alone that does not consider functionality aspect will faulter in lower-tier cities for luxury brands like,. Become popular in China is important because shoppers there are vital to the trend of consumption ``.. Of my life. `` opt-out of these cookies will be stored in your browser only your... Opting out of some of these cookies will be stored in your only. Product as a major differentiator to analysts should be focused on when marketing to lower-tier consumers. My brand to the use of all sales worldwide, according to D'Arpizio is a registered U.S. trademark Herlar! Your browsing experience, but it ’ s bound to fail in lower-tier cities for brands... About: 'How do I survive this? ' made major digital in... Luxury brands like Mercedes-Benz, BMW, Audi, and Chanel are the three!

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