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Luxury Consumption Pfer, Show Off? Value Preservation!

2011/8/23 10:18:00 39

In 2011, the popularity of the Internet, more and more overseas tourism, and personal experience of buying and using luxury goods, caused the international luxury brand to the Chinese market increasingly importance.

Luxury brands build large stores in the most fashionable shopping areas in China.

2011 2011 mainland

Luxury goods

The survey on consumer research white paper (CHC) shows that the popularity of the Internet, more and more overseas tourism, and personal experience of buying and using luxury goods have aroused the increasing attention of international luxury brands to the Chinese market.

To cater to China's rapidly expanding consumer groups, the world's most high-end and most prestigious luxury brands are competing to build large stores in the most fashionable shopping areas in China.

Louis Weedon has 36 stores in 29 cities and opened stores in 10 cities in 2005.

Hermes developed from 5 stores in 2005 to 20 stores today, an increase of more than four times.

GUCCI expanded faster, and today there are 39 stores (only 6 stores in early 2006).

Luxury goods

Motivation to increase consumption and improve motivation

With the increasing number of luxury stores, the high-end crowd has become increasingly aware of luxury goods, which has made them more and more smart. Especially in the relationship between value and price, they have changed significantly in their consumption concept and consumption behavior.

Although the main motivation of their luxury consumption is still to improve the quality of life brought about by rewarding themselves and enjoying high quality goods, compared with the previous year, considering the inflationary intensification, the motivation of luxury consumption collection, preservation and appreciation has increased, and the face motivation of showing off, giving gifts and gaining recognition has declined.

The high-end group is a class with connotation and appreciation. Consumption values differ greatly from those of luxury consumers in previous years.

Watch can be said to be a low-key luxury, showing luxury between the square.

Switzerland's latest data show that 1/3 of Swiss watches are sold to China.

Inflation, the high-end crowd to watch the consumption enthusiasm is greatly enhanced is a very good example.

Name list has become another hot spot of investment.

With China

CPI

Besides, financial products and gold have become another hot spot of investment.

At the Shenzhen watch and clock show in 2011, "raise price" has become a hot topic of concern. Especially for high-end watches, the average price has generally risen by more than 10%, and the value of investment and collection has been further highlighted.

It is understood that in recent years, the introduction of high-end list, each year the price increase has reached more than 10%, many buyers are looking at the collection function.

In addition, the 2011 CHC survey data also showed that in the next six months, 34.4% of high-end people would buy watches, and the pre purchase price would be around 16900 yuan.

In Shanghai, Hangzhou, Guangzhou and Xi'an, the proportion of pre purchase is higher than 38%, and the pre purchase price of Shanghai, Hangzhou, Guangzhou and Chengdu is higher than the average level, which is more than 17000 yuan.

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Although the trauma of the financial crisis to the world economy has not completely healed, people's enthusiasm for luxury goods has come back.

In mainland China, urban white-collar workers complain about the impact of inflation on their lives and talk about luxuries that they just bought or are planning to buy.

In 2011, CHC surveyed the latest consumption of high-end luxury cars, jewellery, watches, cosmetics, leather goods and bags, fashion, clothing, high-end wine and other luxury goods.

From the latest survey data, we can get a glimpse of luxury brand preferences and future consumption trends of high-end people.