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Chinese Luxury Consumers Tend To Be Younger, "No More, No More".

2011/4/27 16:19:00 46

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Luxury Consumer Wind China Consumer Spike

According to the voice of the economy "world finance" reported that a domestic film has a classic dialogue: "you have to understand.

Chinese consumers

The slogan of them is to buy expensive and not buy the right ones.

This is very ironic.

Movie lines

Today, it is becoming a reality in the Chinese consumer market: at this Shanghai international auto show, millions of yuan, or even tens of millions of skyscraper cars have been "killed" by Chinese owners.

At this auto show, the price of "luxury cars" is staggering. Martha Lahti GT, which sells for 4 million 700 thousand yuan, can only rank "bottom" in the "ten big luxury cars".

These luxury cars are not just spectators in China.

Limited supply of China's 5 Aston Martin One-77 new cars has been sold out without development; even the 150 million yuan luxury package that ordinary people have never heard of, there are also "Ho Ho" quite interested.

Who is the mysterious guest who buys the treasure?

According to the analysis of the industry, this group is mostly "rich two generation" and private entrepreneurs, because this group is relatively young, consumption concept is avant-garde, impulse consumption is in the majority, and it is not sensitive to price.

McKinsey's research shows that China's luxury consumers are far younger than other countries, and nearly half of consumers are 18 to thirty four years old, compared with less than 30% of British luxury consumers.

At the same time, more than 1/4 of Chinese luxury consumers are willing to buy luxury goods at full price, and the price sensitivity is relatively low, while in Europe the proportion is only 6%.

"Not expensive or not"

Luxury consumption style

Gas spreading.

On the one hand, it reflects China's sustained high-speed economic development, the pursuit of refined life and exquisite products by the Chinese people. The birth of affluent groups has led to the upgrading of consumption. On the other hand, with the per capita disposable income of urban residents less than 20 thousand yuan last year, a luxury car of 47 million yuan is equivalent to the total disposable income of about 2400 people, which reflects the problem of the gap between the rich and the poor.

Fudan University professor Gu Xiaoming believes that buying luxury goods is personal freedom, which is understandable, but ordinary consumers should do their best.

It is not worth praiseworthy, but objectively speaking, it is conducive to the return of personal wealth to the society. For example, an imported luxury car has to pay 25% customs duties, 17% value-added tax and a small amount of consumption tax according to the volume of discharge, which can be counted as a part of public finance.