Tian ETUDE: Why Do Chinese Consumers Reject The "Made In China" Luxury Goods?

What is the difference between the same type of clothes made in China and in Europe and the United States? Suit There will be some differences in products that require higher technology. Italians are better at artisan quality and rival industry expertise, and their local production will be finely processed in detail.

"Burberry's portable environmental protection handbag made in China has been sewn off for a month, and the handbags made in Japan are quite good for two years. LV the French origin has better abrasion resistance than the Spanish origin. " One person Luxury goods Consumers complained to reporters.

Perhaps the quality of products is part of the reason why Chinese consumers reject the "made in China" luxury goods. However, the main reason may not be so. The survey by the World Luxury Association shows that Chinese luxury consumers are 15 years younger than European luxury consumers, 25 years younger than the US. The mainstream population accounted for more than half of the total monthly income of 10000 yuan, aged between 25 and 28. In addition, luxury consumption is highly concentrated in the five major brands.

This means that Chinese consumers' cognition of luxury goods is still limited, and the main purpose of purchasing luxury goods is to show off their wealth. This highlights the abnormal consumption of China's luxury market at the present stage, and also opens up China's luxury brand. market A new topic has been put forward.