China'S Luxury Consumption Increased By 30% From 25 To 30 Years Old As The Main Consumer Force.

China has surpassed Japan to become the second largest in the world.

Recently, global luxury goods jointly released by Bain Consulting Co., an internationally renowned consultancy, and Italy luxury goods producers association.

China has almost become a "luxury paradise": China has become the second largest market in Porsche, selling 14785 cars a year; the high-end brand of cosmetics has increased by 30% in sales in China last year; the Chinese male rich most like the count's watch, and the sales in China over the past 4 years have increased by 4 times; Louis Weedon is still the most luxury that Chinese consumers want to have in the past 4 years.

In China, where the per capita income is only 1/13 of the US, why is the purchasing power of luxury goods so strong? Who is supporting the luxury consumption? Do the "luxury consumption" of Chinese people identify their brand culture in order to show off their wealth?

"Sweep famous brand" craze from domestic to overseas Chinese luxury consumption increased by 30%

According to the survey, luxury sales in the US market increased by 12% in the past year, 6% in Europe, and 22% in Asia, while sales of luxury goods in mainland China increased by 30%.

A few days ago, reporters at Luxe Plaza, a luxury gathering place in Guangzhou, saw Gucci, Cucci, Herm s and other brand stores and brand counters already stationed.

According to the salesmen of several brand stores, about 1300000 yuan diamond BIRKIN bags, 1 million 470 thousand yuan Herm s bags, millions of Cartire watches and other expensive products are very marketable in Guangzhou, though they will not be put out on the counter, but "many of our VIP customers are waiting for every new product to arrive at a notice and do not care about the price."

Another luxury dealer in China has also confirmed that wealthy Chinese do not care about money.

The luxury dealers in Hongkong, yolai group, sold more than Rolls-Royce and Bentley cars in Beijing last year, reaching 223 and 253 vehicles in the world.

There are many luxury goods distributed by Yao Lai Group, including Nirupama Jonny watch, Bordeaux top red wine, Lamborghini sports car and so on.

Tang Qili, chairman of the Yao Lai Group, recently said that the company's customer base "is a very rich group of people who can spend 10 million to 15 million yuan on a car in one day.

The average selling price of all the brands we sell is between 5 million and 6 million yuan, which does not include VAT paid by buyers. "

With China's economic capability increasing, the luxury consumption craze of China has been swept overseas from home.

According to US media reports, on the third night of the Spring Festival this year, a group of 800 Chinese tourists visited Messi store flagship store in Las Vegas avenue for two hours.

The department manager said that during the week of the Chinese new year, the number of Chinese customers has reached four thousand or five thousand.

According to British media, Chinese tourists spend 1 billion pounds on luxury goods in the 2010 discount sale season in Britain. Their luxury items such as Burberry, LV, Gucci and so on are expected to account for 1/3 of the total sales of luxury goods in the UK.

Bain expects China to remain the fastest selling country this year, and its sales of luxury goods are expected to grow by 25% to 11 billion 500 million euros at a constant exchange rate.

Strong economic growth spawned a large number of rich China into Porsche's second largest market in the world

"The increase in the number of middle class and rich people in China has led to a constant change in people's consumption concept."

Sun Xiong, President of Guangdong chain business association, said that China has formed a group of middle class and affluent sectors in China. This part of consumers' pursuit of brand, quality and trend is gradually becoming international. Their quality of life, consumption habits and consumption behaviors and concepts are in line with international standards.

Sun Xiong further pointed out that luxury goods flourishing in the Chinese market is also a manifestation of China's consumption upgrading and consumption structure pformation.

In Beijing, Shanghai, Guangzhou and Chengdu, Chongqing and other developed cities, there have been three levels of consumption, namely, food and clothing, well-off and affluent.

A number of independent research institutions also show that decades of strong economic growth have spawned many new rich people in China.

According to the 2010 Hurun wealth report, the number of millions of billionaires in mainland China reaches 875 thousand, and billionaires reach 55 thousand.

Morgan Stanley predicts that in the next 5 to 10 years, China's middle-income families will reach 100 million, with assets of 620 thousand yuan per household.

Another Boston consulting company, one of the world's three largest strategy consulting firms, reported that after deducting tax and inflation factors, China's annual household income of 60 thousand -10 yuan could be called the middle class.

The report predicts that the proportion of the middle class families in China is only 24%. By 2020, this proportion will rise to 51%, and the specific population will reach 400 million.

According to China's projected population size of 1 billion 450 million in 2020, it means that the middle class in China will account for 27.58% of the total population.

Ouyang Kun, the chief representative of China Representative Office of the World Luxury Association, told reporters yesterday that according to the association's investigation, there are 200 million luxury consumers in China now, and their monthly income is between 20 thousand and 50 thousand yuan.

"In recent years, the consumption of luxury goods in China has increased rapidly. It is a foregone conclusion to become the world's largest consumer of luxury goods in the future."

{page_break}

Luxury consumption "younger" 25 to 30 years old become the main force

HELEN, a white-collar worker who works in a foreign company in Guangzhou, is 28 years old, earning over 10000 yuan a month, but he is keen to catch up with international brands.

Her handbags, shoes, cell phones, notebooks, necklaces, skirts and so on are almost "limited edition". "Every year I will fly to Japan, or Italy, or the United States, there is only one purpose, SHOPPING!" HELEN said she would rather eat less, drink less and play less, and also use the latest brand "weapons" to equip herself.

Young luxury brand fans like HELEN have been growing in China in recent years.

Tang Qili, chairman of the Yao Lai Group, told the media that the average age of the Chinese rich was 15 years younger than the western rich. In 2010, "the average age of the sports car buyers was 30, and the average age of the luxury car buyers is about 40 years old".

According to its introduction, Chinese people accumulate wealth very quickly.

In Europe, affluent families are usually passed on to the fourth or fifth generation.

"But in Asia, things are quite different.

The rich are becoming more and more accustomed to having luxury goods and are used to showing off to their peers. "

The survey by the World Luxury Association also shows that Chinese luxury consumers are 15 years younger than European luxury consumers, 25 years younger than the US.

According to Ouyang Kun, the chief representative of the World Luxury Association's China Representative Office, the World Luxury Association surveyed the mainstream Chinese luxury consumption crowd. The results show that consumers with a monthly income of about 10000 Yuan account for more than half of the total, and their age ranges from 25 to 28 years old.

The speed of the younger generation of luxury consumers in China is even more surprising: between 2007 and 2010, the lowest age of the mainstream consumer group of Chinese luxury goods dropped from 35 to 25.

"In the next 3 to 5 years, consumers aged 25 to 30 will become the main force in purchasing luxury goods in China."

Ouyang Kun said that China's luxury consumption mainly consists of clothing, perfume, watches, leather goods and other small personal products. European and American consumers mainly buy luxury luxury goods such as luxury real estate, automobiles, precious jewelry and so on.

Highlight the "abnormal consumption" worries, buy famous brand just to prove "wealth and identity".

In Ouyang Kun's view, a big factor in the younger generation of luxury goods is the comparison between the rich two generation. They first compare themselves with luxury goods in order to compare their wealth and social status.

"In Europe and America, few parents buy children extravagant consumer goods.

China's first generation of rich people are different. They want their children to enjoy them. "

Ouyang Kun said.

Huang Huajun, President of Guangzhou business veteran and first commercial network, believes that there are two main categories of luxury consumers in China. One is the group that has become rich since reform and opening up. They have accumulated a lot of wealth in the past 30 years, especially after the birth of 1980. The only child is two generation richer.

The other is fashion oriented white-collar and golden collar.

Ouyang Kun admits that China's luxury consumption is at a stage of malformed consumption.

"Many consumers who buy luxury goods do not have a high awareness of the history and culture of luxury brands simply because they know that LV is a luxury item and they buy it."

According to the above people, the growth of China's luxury goods sales is 3-5 times the growth of Chinese luxury culture. "30% luxury goods consumers do not know where the origin of luxury brands and where the country of origin belongs to."

According to the survey report on "2010 China's luxury behavior psychological trend" released by the World Luxury Association, more than 70% of Chinese young consumers purchase luxuries, just to have a luxury product. Brand culture is not important, so that more people know that it is luxury goods, the biggest selling point is "must be the luxury goods recognized in the circle".

Blind high-end consumption has become a potential consumption concept of Chinese people.

Jiang Lin, a professor at south of the Five Ridges College of Zhongshan University, points out that most luxury consumers are "flaunting them with famous brands". Luxury is regarded as a direct symbol of wealth and status.

Western consumers have turned to pay more attention to the quality and intrinsic value of brand goods.

Ouyang Kun believes that the current situation of malformed consumption of Chinese luxury goods is likely to improve in the next 3 years, because as far as he knows, the current international luxury brands in China are trying to popularize brand culture to Chinese consumers and enhance their brand awareness.