China'S Luxury Consumption "King" Makes The West Excited.

In recent years, China has become or will become the world's first in many fields, and often accompanied by dissatisfaction or confusion in developed countries.

Now, a new crown will be buckled in China next year. Whether it is Japan that has been surpassed, or "Europe that has benefited a lot", they will all shout together.

Recently, the World Luxury Association said, "China will surpass Japan in 2012 to become the world's largest consumer of luxury goods".

Numerous

Rejoice at this.

While Western luxury brands are competing for a listing in Hongkong, some famous wine sellers in France even list pig hoof and duck tongue as the best side dishes for Bordeaux wine.

In China, many people worry that some young people's "abnormal consumption of LV before going home to eat instant noodles" may make China "not rich and extravagant".

Japan rejoice "

"The news is not surprising."

The Berlin daily newspaper quoted the latest report of the World Luxury Association 11 years ago.

Total consumption has reached 10 billion 700 million US dollars, accounting for 1/4 of the global share.

China is expected to overtake Japan as the world's largest in 2012.

Consumer countries.

This is good news for Europe, especially for some rich and young white-collar women who seem to have a natural immunity to "luxury and shame". They become the most important consumers of luxury goods in Europe.

But at the same time, the article also said that this reality has also worried some Chinese people. China's overall GDP has a long distance from the United States, and China's per capita GDP is lagging behind many countries, or even the 1/10 of developed countries.

Opponents say this is Europe's "new luxury opium".

For a few days.

The reports came together.

Asian international luxury Tourism Expo and Hurun 14 released a joint report that in 2010, Chinese tourists spent the first time in shopping expenses, accounting for 17% of the world's total consumption.

According to the British guardian's prediction by research institutes, by 2020, the purchasing power of China's brand name clothing will account for 44% of the world's total.

Luxury brands such as Prada, baboli, Samsonite, Coach and so on.

News of the launch of Hongkong will be heard recently.

The "market watch" website said that the world's big names chose Hongkong instead of its home as a financing location. The story behind it is simple: Mainland consumers have become the main driving force for the growth of luxury goods in the world.

London is a luxury sales center in the world. Since the beginning of last century,

And the new rich in India and Russia have been here in bulk.

Now London is trying to attract Chinese people.

In addition to all kinds of expensive handbags, cosmetics, clothing and so on, the "luxury London" association is facing the launch of the "Royal authorized brand tour" by Chinese tourists at the price of 265 pounds.

The newspaper said, "Chinese people love this unique experience."

German financial network said that the German economy directly benefited from Chinese luxury passion.

In 2010, the average purchasing power of Chinese consumers in Germany was 454 euros, while Russians were 351 euros, while the richest Swiss in Europe only had 127 euros.

China overtook Japan in GDP earlier this year.

Consumption is also forecast to surpass Japan.

In response, Japan's Yomiuri Shimbun said the earthquake made Japan's brand-name store worse, but Japan has already passed the era of "economic prosperity and national prosperity".

The article says that there are two advantages to this: first, the Japanese no longer pursue luxury life, and pick up the original sense of diligence and thrift. Second, the Chinese people's desire for luxury goods in an increasingly rising economy is a business opportunity for Japan.

In the streets of Tokyo, the Global Times reporter interviewed 5 Japanese randomly.

For the question of whether there is a plan to buy world famous brand products in the year, they all shook their heads and said, "they will not buy such valuable items", "there is no need to buy famous brands, and the time for common brands to be longer".

When a reporter asked, "how to see that China will surpass Japan on luxury consumption", a head of a garment import and export trading company said: "Japan has gone through the age of luxury, and luxury goods are not very attractive now.

But it seems that China has only begun to hope that young people should not pursue excessive luxury goods and become "card slave".

European and American brands "change tastes" for China

Just 20 years ago, China was still another look in front of the world's big names.

Eve Gasser, manager of Louis Vuitton, the most famous luxury brand in China, said in an article published in the Tribune of France 11 days ago that LV opened the first special counter in China in the building of the national culture palace 20 years ago.

He said that at that time, Chinese streets were full of bicycles, and people's purchasing power was also very low. LV could only set up special stores in high-end foreign-related hotels. In 1992, the branch of Xpu Ha Palace Hotel finally improved. Until 2001, the company began to accelerate the opening of new branches in major cities of China. Now LV has 37 branches in 29 cities in China.

Why do Chinese people like luxury brands so much?

The guardian said that this is because Chinese people want to make up for their past lack of wealth and clothes after they become rich.

According to the French express, despite the rapid development of the world's largest luxury goods market, the rapid expansion of luxury consumption has led to a complex social mentality.

Beijing banned the use of advertising slogans such as luxury.

The enthusiasm of Chinese young people for luxury goods is worrying some people.

Ouyang Kun, the chief representative of the World Luxury Association's China Representative Office, told the global times that, "some Chinese people are trying to buy those famous brand goods, and some people even need to borrow money to buy luxury goods.

These people buy luxury goods in fact, they buy a brand to show off. They do not understand the commercial civilization and brand creation behind luxury goods.

Stephen, CEO of Lamborghini, the European luxury sports car manufacturer, said that the prosperity of Chinese people makes them want to have the best things. "It's like a child's love for something.

This is not the case in the western world.

"Chinese taste" is affecting the development of luxury goods.

The Financial Times said that luxury goods manufacturers in the world began to change for wealthy Chinese consumers, from extended cars to the latest toilets.

Kohler, the world's kitchen and toilet equipment company, recently launched the top smart toilet with a price of $6400, a new super compact toilet.

This kind of toilet designed for Chinese consumers also sells well in other countries.

Kohler has also designed a bathroom which can bathe, use Skype, play video games and read e-books.

In France, some Bordeaux wine merchants have published a wine spectrum for Chinese customers. They even list the favorite Chinese food such as pig hoof and duck tongue as the best side dishes of Satoe Mitaka and Margo wine.

Comparative psychology creates Asian luxury

Not only China, but also some emerging countries in Asia are experiencing the era of rapid growth of luxury consumption.

"The Korean economy is in the doldrums, but the luxury market is still prosperous and has a bright future."

South Korea's "Chosun Ilbo" once wrote that "international famous brand enterprises attack" the famous kingdom of heaven "Korea.

European luxury brand Cartire has placed fourth global stores in Seoul after Paris, London and New York. It was also excited by the Korean media that it "defeated Tokyo". It was said that it was because "South Korea is developing at a rapid pace, both economically and culturally, taking into account the importance of South Korea, so it chose Seoul."

According to the Wall Street journal, Koreans feel less regret after buying expensive luxuries than those in other countries such as the United States and Japan.

For South Korea's luxury consumption, Korea University Professor Cheng believes that Korean consumers regard their neighbors as consumer psychological standards.

The whole society in Korea is permeated with at least a better psychological comparison than the neighbours. "

However, the Chosun Ilbo quoted experts as saying: "the expansion of the luxury market proves that we are moving towards the developed countries. If we do not want to be taken away by overseas brands, domestic brands should strive to gain brand awareness."

In India,

Consumption can only be said to have become popular in recent years.

The rapid growth of the economy has spawned a large number of middle class in the country, enabling them to pursue luxury goods.

Reporters visited a high-grade business district in Nancheng, New Delhi, and found many international luxury brands, but there were not many people shopping here, and shoppers were the majority.

Outside the LV store, reporters met two India girls holding LV handbags. They told reporters that the prices of these things were a bit high, but they liked LV too much.

India media has described the trend of luxury consumption. "In many shopping malls, it is easy to find Western luxury goods from Holland's hor cheese to Italy's GUCCI fashion.

Indians are beginning to stop writing letters to families or friends who live abroad to buy luxury goods, because nowadays India has almost everything.

Cai Fangbai, China's former ambassador to France, told the global times that many Chinese can buy high-end consumer goods. First of all, the Chinese people's living standard is indeed improving.

But China is still a developing country after all. It is not our national tradition to show off luxury with luxury goods.

The Chinese should learn more from the Swiss, and the extra funds should be used for development and construction or philanthropy. This is also a reflection of responsibility.

Ouyang Kun said that China's luxury consumers are becoming younger and younger, which is not a very healthy phenomenon.

These young people live in a rapidly developing and competitive environment, especially the younger generation after 1980s and post-90s.

On the other hand, he said, the era of no luxuries is also an era of no competitiveness.

China should have its own luxury brand. If the Chinese luxury industry wants to develop healthily, it is first necessary to change people's idea of luxury as a symbol of showing off wealth.