2011, The Spring Of Luxury?

To think about this topic is to see an article in Mr. Cao Renchao of CAI Xin Network in February.

The title of the article is: 2011 optimistic and light industry.

He believes that the industry that can still be valued in 2011 is for sale.

Mr. Cao Renchao is good at analyzing the stock market and the economic situation in China, Hong Kong and the world. The article is entertaining and contains some investment philosophies.

However, in the following article reviews, many people have commented on the usual, relaxed and interesting style of the columnist who wrote "investor diary" in Hongkong daily.

Rather than say whether Mr. Cao has failed in the prediction of some financial problems, the advent of the luxury age is inevitable in terms of the growth rate of the existing luxury goods owners and consumers in China.

Is the spring of luxury goods 2011? The answer can only wait until the end of the year.

Current China

Huicong Dun Bai's statement

Last year, HC combined with CHC (China's high-end consumer behavior and media database) released the 2010 White Paper on luxury consumption in mainland China.

In the study, they found that luxury consumption in China's high-end population presents the following unique characteristics.

First, local consumption is mainly related to India, another luxury emerging market. The consumption of luxury consumers in China is mainly achieved in the mainland, which is 70% of the CHC survey database.

Two, fast consumption is still the largest consumer market.

Chinese luxury goods are mainly concentrated on traditional fast moving consumer goods. Clothing accounts for half of the annual luxury consumption of 41 thousand and 600 yuan, with an average annual cost of 24 thousand and 500 yuan per person.

At the same time, Chinese people have higher growth power in other luxury goods consumption. For example, watches and jewellery, a large proportion of people expect a larger increase in the price of future purchase than the purchase price.

Three, brand is the biggest factor for luxury enterprises to win the market.

In China, the biggest factor affecting the consumption of luxury goods is brand. It should be said that in the vast Chinese market, luxury consumption is still in a relatively elementary stage. Consumers' purchase behavior is most vulnerable to the influence of media dissemination, which is also the best time for brands to advertise.

At the same time, there is another interesting phenomenon: the high-end crowd in the middle and old age is more impulsive than the young people in luxury consumption, and is more easily moved by advertising and promotion, and likes to show off their famous brand, and thinks that using it can enhance the image.

Four, the aristocratic new consumption pattern is being chased.

Quite a few of the major consumers of luxury goods like challenges, uniqueness, novelty and change, and are a little keen on art and culture.

On average, they go to a fitness club or SPA once a month, and some high-end people take part in golf or equestrian activities every quarter. Accordingly, clothing demand for attending various occasions is also increasing, and about 30% of the high-end people spend more on these aspects.

Confidence in luxury goods {page_break}

Mr. Li is working in a Greek fur company.

This is an advanced fur customization agency. In view of the popularity of fur products in 2010, the personalization and uniqueness are attracting more and more attention from high-end consumers.

Having a unique custom fur will undoubtedly pay a high material cost. But how can the price replace the realization of self worth rather than the harvest at the spiritual level?

"We have a Greek Italy fur master, plus many foreign designers, compared with some fur brands in China, the advantages are self-evident.

There are a large number of new luxury groups in China. There is no need for customers to worry about brands.

Indeed, in many cases, luxury is a dream. The role of luxury goods is to help China's newcomer realize some of its life dreams.

Luxury is not only expensive, but also rare and classic.

For the public, the price is not the most important thing. The most important thing is to realize the value of self, and also to create a part of the ideal way of life.

Having said that, a price of several hundred thousand yuan for a luxury can be bought in a three line city.

In the eyes of the upstarts, is there no difference between the value added of real estate and clothing?

"There are many new rich people in China. Anything that can help them display wealth is very selling point. What they want is recognition of a sense of superiority.

The rich in Europe have been rich for many generations. They have crossed the stage of social identification. What they need is the realization of self worth, so they will pay more attention to the quality of life.

A small number of Chinese people are like this, but most of them need to show their wealth and social status and need recognition from others, just as women need make-up and sexy clothes to get men's recognition.

The word "new rich" seems to have a more profound meaning.

In the eyes of ordinary people, the logo of a famous car can be recognized even by children in kindergartens.

What does that mean? A famous brand is a symbol of beauty.

The new rich consumption concept is clearly the receiver of the advertising effect and the disseminator of luxury goods.

"This is not a bad thing, but a necessary stage for upgrading the consumption level.

People who already have social status do not need the approval of the society.

They can pursue higher levels of things and get their own recognition.

It is the realization of self worth.

We can look at Maslow's 5 levels of needs.

This view is acceptable to many high-end consumers.

In the process of creating social value, many new people ignore the realization of self value.

After they have realized the social value, the ideal attitude and way of life is to make them realize the essentials of self actualization.

"Luxury is for those who aspire to be recognized.

Despite the fact that Chinese newcomer themselves do not realize this, luxury goods make others realize their success and realize their self worth.

Of course, fur is only one of the luxuries. The popularity of luxury consumption is also the reason for the acceleration of high-end consumer trends.

Admittedly, luxury goods have classic and excellent quality assurance, but every luxury founder is not willing to become a rich tool.

Luxury goods show a better way of life, while the high quality of life is a combination of material and spiritual.

In 2011, whether the spring of luxury consumption in China depends on the maturity of the spiritual level of the Chinese people.