Luxury Investment Is In The Ascendant (Chart)

"Most people expect, few people have".

People tend to be associated with luxury, honourable or even status, because the word "luxury" always makes the owner feel a different pride or a condescending feeling.

Nowadays, luxury is not only a symbol of the identity and status of the owner, but also a collection of cultural investment.

Recently, led by Beijing Oriental Guangdong branch, Professor Zhu Mingxia, director of the luxury research center of University of International Business and Economics and Xiang Qi, came to Dongguan to talk about luxury investment and collection.

Investment is in the ascendant.

Ferrari (Ferrari) sports car,

Wait...

When these luxury goods are gradually coming into the eyes of high-end consumers, a few high-end rich people have begun to focus on investing in luxury brands that they like.

Luxury is not only a proxy for luxury consumption, but also a symbol and pursuit of cultural brand investment.

"The pursuit of luxury's non functional attributes is the fundamental reason for consumers to buy luxury goods.

Luxury brands, like the title of nobility, family name and Clan Badge, were once a symbol of the aristocratic class, giving owners a different kind of glory and an extraordinary feeling.

Zhu Mingxia believes that consumption of luxury goods is not only a consumption of its own value, but also a consumption of brand culture.

At present, it has gradually become a small trend in the new crowd.

According to Zhu Mingxia,

In China, the pursuit of a new aristocratic lifestyle in China now needs 110 million yuan.

Take a Shanghai upstart as an example, the family consumption needs to include three sets of real estate, a 400 square meter villa, a suite of apartments in Shanghai and a holiday room in Sanya. Its mansion not only collects antiques, but also collects ancient calligraphy and paintings and works of famous contemporary painters. Rich Ping has 4 cars and 5 watches.

Four category

This year's products are still on sale.

According to Zhu Mingxia analysis, luxury consumers in China are mainly concentrated in the super rich class, such as billionaires, wealthy people, elite and private entrepreneurs are luxury core consumers, while near rich families are luxuries casual consumers.

However, at present, domestic high-end consumers occupy a leading position in luxury consumption, of which conspicuous consumption is dominant.

Zhu Mingxia bluntly said that the age of consumers tended to be younger, while the proportion of female consumers continued to increase.

"The pursuit of luxury goods by domestic consumers is mainly concentrated on

And watches and so on.

Zhu Mingxia said that in terms of investment, jewelry and watches, cars, fashion items (clothing and handbags, etc.) and wine (wine and champagne) are the four leading actors of this year's high-end consumers.

However,

Investment has been rising in China for 20 years.

People in the industry believe that luxury investments are more suitable for choosing collections of goods, such as jewellery and watches, famous wines and so on. Jewelry, for example, is usually a unique symbol of luxury jewelry. Apart from limited edition, the most important reason is that the material is very scarce and the design is unique and exquisite.

Collection needs cultural details.

Towards the end of the year,

Luxury exhibitions and related auctions have been launched.

This is attractive to Dongguan's high-end investors who are rich in folk.

In this regard, Zhu Mingxia believes that investment

More attention should be paid to

Own value.

"Often luxury goods adhere to tradition, and choose the representative and symbolic things from the long history and culture to form the cultural details of the brand."

In addition, we should also pay attention to the choice.

Essential features.

Besides careful design and workmanship, every detail should be a perfect interpretation of the craftsmanship of the luxury industry.

The industry also suggests that even if the rich or wealthy have enough pocket money, they will simply consume.

Its collection value is not obvious, because it is a product of pure consumption depreciation, and for a very small number of categories.

It is true that it will be tested with time and become a rare treasure, and its potential for appreciation is great.

Zhu Mingxia also said that domestic buyers tend to pay more attention to extravagance than to their value.

Without these luxuries, it does not interfere with people's normal life. For this reason, there is still some reason to invest in luxury goods. This characteristic also reflects the true value of luxuries.

Zhu Mingxia said, "

There is still great potential. "

He thinks, if 1990 to 2009 is the twenty year test period for the luxury industry to enter China, then in the next ten years, the luxury industry will really experience the opportunities and challenges brought by the Chinese luxury market.

According to the investment guide