China's Luxury Consumption Grew Fastest By &Nbsp, And The Younger Group Became The Main Consumer.

In the era of international financial crisis, when many European and American consumers still cling to their wallets, China's high-end consumption Blowout has been blowout. What are the people who love luxury consumption? What are the characteristics of luxury consumption in China? Luxury goods What kind of social changes are surging under the appearance of contour consumption? Recently, our reporter approached the high-end consumer groups to explore their real psychology and feelings.

Editor

　 China's fastest growth in luxury goods consumption

"Big brands make white-collar workers straighten their belts, and they also play the streets of metropolises."

Xia Qun of Beijing (a pseudonym) has to change his / her own every year. LV Handbag. The white-collar worker who works in an international media organization in Beijing drives a Audi A4 car and lives in an upscale neighborhood near Beijing's great hope road.

"Buying brand names is mainly about finding a sense." Xia, 37, still remembers that she first went to Europe in 2001 and met LV (LV), GIVENCHY and CHANEL in Paris spring department store in France. Many famous foreign brands made her dazzled and touched her at once.

After returning home, Xia began to collect all kinds of information related to luxuries, and often read fashion magazines such as "world clothing court", "fashion bazaar", "Marie Claire" and so on. Later, she found that many distant brands came to China and came to her side. Some colleagues have already put on LV and OMEGA tables. In 2007, Xia group bought LV handbags for the first time and entered the ranks of luxury goods consumers since then.

"Often dealing with international customers, there are several international brands that are easy to be valued by others and hard to carry on." Xia group admitted that for a monthly income of 8000 yuan, the burden of a LV handbag is not too light, but in order to "facilitate work", this investment is worth it.

　 The big international brand made white-collar workers straighten their belts, and also lit up the streets and lanes of big cities.

Beijing's great hope road subway station, which was originally unattractive, is now a weather vane leading to the trend of luxury goods in China because of a new market of big brands - Xinguang Tiandi. Approaching the new light, GUCCI's huge logo hangs in the most conspicuous place on the outer wall, showing the luxury and luxury of the GUCCI all the time.

In April 19, 2007, Xinguang world officially opened, bringing together 938 brands around the world, and 24 international first-line brands first appeared in China. PRADA, CHANEL, GUCCI, COACH and so on all set up flagship store in Xinguang world. It is said that these world famous brand flagship stores will have zero time difference with global goods, and each season will be the same as the products displayed in Paris, France and New York.

In Shanghai, luxury "fighting" does not show weakness. At the junction of Nanjing West Road and North Shaanxi Road in May 2009, the new flagship store of GUCCI, 1600 square meters, opened in Shanghai. Subsequently, LV, which has been in the Hang Lung Plaza for many years, has also announced that it will expand its stores, aiming at at least reaching the size of GUCCI shops.

At the end of 12 last year, Goldman Sachs released data showing that China's luxury consumption in 2010 was as high as $6 billion 500 million, the world's highest growth rate for 3 consecutive years. Goldman Sachs estimates that the number of people willing to spend luxury goods in the next 5 years will rise from 40 million to 160 million.

"In the next 3 years, China will replace Japan as the largest consumer of luxury goods." Zhu Mingxia, director of the luxury research center of the University of foreign trade and economics, said.

　 Young group become the main consumer

"Big brands can serve as a symbol of success and a symbol of success."

People who consume luxury goods are mainly supported by wealth Nouveau and stylistic stars. In recent years, in addition to wealthy people and celebrities, a larger number of young people have become the main force of consumer luxury goods.

Enjoying the afternoon sunshine, Wang Jue, who is 34 years old, took a leisurely sip of coffee in a coffee shop in Hengshan Road, Shanghai. She just came back from Huaihailu Road.

Wang Jue, who was born in law, was the only daughter in her family. She was originally a government official, and her husband was a well-known lawyer in a law firm. After the birth of the child the year before last, there was no hope of promotion. She simply resigned at home and became a full-time wife.

"International brands can not only serve as a foil to their identity, but also a symbol of success in their careers and families." Wang Jue said that unemployment is temporary at home, and if the child is older, he will definitely return to work.

In Wang Jue's shopping bag, there is a conspicuous PRADA windbreaker. In the evening, she will accompany her husband to a dinner organized by a multinational company to prepare for returning to the workplace.

According to a survey, the age of Chinese luxury consumers is about 20 to 40 years old, while most of the luxury consumers in Europe and America are between 40 and 70 years old. Although 49% of respondents say they can not afford to buy luxury goods, they plan to buy it in the future.

"Luxury consumption in China is entering a golden period." Many people in the industry believe that China has already seen a group of rich people who have the ability to consume. They pursue quality and personalized consumption, and become the main force to support luxury goods. Luxury consumption also has a demonstration effect. It also lets white collar and small boss chase after them and become "wave like" consumption. With more and more single children entering the society, their consumption concept is completely different from that of the previous generation. Many families have the strength to support their high consumption.

Attracted by the enthusiasm of consumers, COACH has announced that 25 stores in China have been opened on the basis of 41 Chinese stores before July 2011. HERMES has also launched a SHANG XIA brand tailored for Chinese consumers and opened its flagship store in Shanghai. In recent years, the world's top brands continue to open shop in China, indicating that China's luxury market is highly valued.

　　 Spend money or do what you like.

Luxury goods should not be deliberately pursued or excluded.

In the past, when it comes to "luxury consumption", many people regard it as a "expensive, flashy" representative. But in fact, luxury consumption is around us, and the arrival of luxury consumption era can not be stopped.

Zhu Mingxia believes that we are not going to advocate luxury consumption, but in the face of the reality of China's luxury consumption class, how to guide Chinese consumers to face such a market? How to study the luxury brand of foreign enterprises? This is a more realistic problem.

"We must have a dialectical understanding of the consumption of luxury goods." Insiders say that the concept of luxury has different connotations in different ages: more than ten years ago, owning a private car is a luxury. Nowadays, car dreams have been realized in many families. Before, people seldom saw LV bags on the streets.

Wang Yao, Deputy Secretary General of the China Federation of Commerce, believes that the luxury consumer market may continue to heat up in the future, but luxury goods are by no means popular. From a businessman's point of view, luxury marketing should take into account the purchasing power and cultural level of the high-end consumer groups in the region. From the perspective of consumers, it is necessary to choose according to their economic strength and cultural needs.

Experts say that luxury goods should be deliberately pursued and not excluded. In the face of luxury new consumer market, we must rationally guide and actively support, we can not kill a single stick, nor can we kill the luxury consumption in the bud. For families and individuals, we should adhere to the principle of rationality in the consumption of luxury goods. We should not deliberately follow the fashion and catch up with fashion.

"Spend money or do your best." Chang Huixue, who worked in Ji'nan for several years in Shandong, started to become a general manager of a public relations company from a salesman of a media advertising department. But in the past 10 years, Xiao Chang has always maintained a calm mind: "those big brands are looking at bluffing people, but they don't have two kinds of common goods. We can only buy and use things in the countryside. "

　 What is luxury:

Luxury goods generally refer to those consumer goods that are unique, scarce and rare beyond the needs of people's survival and development needs. Broadly speaking, generally speaking, it refers to the elegant and exquisite lifestyle of consumers, which focuses on taste and quality, and mainly focuses on high-end and high-end products, including advanced garments, precious jewellery, big bags, even private aircraft, luxury yachts, villa villa and so on.

Recently, some agencies released the Chinese luxury market research report. In 2010, China's luxury market accounted for 12% of global sales, second only to Japan's 41% and the US's 17%. It is estimated that by 2015, China's total consumption of luxury goods will account for 29% of the world's total. It is estimated that 175 million of China's consumers are capable of purchasing luxury goods, accounting for 13.5% of the total population, of whom 10 million to 13 million are active luxury buyers, including products such as watches, handbags, cosmetics, fashion and jewelry. The group's annual income is more than 240 thousand yuan.

The report released by the agency also shows that there is also a trend of consumption upgrading in the process of luxury consumption. Neckties, leather shoes, leather bags and other accessories and cosmetics are "entry level" luxuries. With age, income growth and maturity of luxury consumption psychology, consumption orientation will gradually shift to intermediate luxury items such as clothing, watches, jewellery, and so on. For millions of billionaires, their consumption will continue to upgrade, luxury cars and luxury homes will become their next target.