Who Is The Envy Of Luxury Goods?

Who will be the biggest seller of international brands? (they predict that in 2012, China's luxury consumption will account for more than 40% of the world's total).

How much vanity is there in the luxuries of luxury goods? (because the Chinese are good faces. These bags of luxury goods are, at least, very bright for them.)

Who has spoiled the arrogant international?

Moderator: Armani, OMEGA, Bentley, Versace and Louis Weedon, these valuable and rare "rare and expensive" products are now no longer strange to Chinese consumers. Many people are proud to wear or have a luxury LOGO.

And its high price is behind the user's mindset and strength.

When these luxury brands, which are worth a lot of money, are becoming more and more depressed in their deeply rooted European market, they are showing signs of vitality in the Chinese market.

In the face of this phenomenon, we can not help but ask, what on earth has spoiled the arrogant international luxury brands? How should Chinese consumers treat them calmly behind the glitzy beauty of luxury goods?

Now, in China, you can always see such a scene.

Carry on

And this "blood" scene, has also become a lot of overseas duty-free shops.

The rapidly growing Chinese are realizing their luxurious dreams in various ways.

Two LV leather bags and a wallet, Zegna tie.

In the same period, Shanghai consumers Gu Yi:

Buying luxury goods according to my current income does not mean that people like high income earners who earn a monthly income will probably buy luxuries for them just like we usually buy one thing.

We also calculate the year to the end of the year, I see the package of luxury goods, or the year-end bonus, and enough money saved this year, you can buy a bag to reward yourself.

There are two definitions of luxury goods in the world: one is "consumer goods beyond the scope of people's survival and development needs, which are unique, scarce and rare", also known as non necessities, and the other is "goods with an elasticity of income greater than 1", that is, with the increase of people's income, luxury goods will become more and more popular consumer goods.

In western society, because of the high per capita income and the perfect social welfare system, people's living standard is generally high, and the middle class constitutes the largest social stratum.

While China is at the initial stage of socialism, its per capita GDP is less than half of the world average, and less than 1/10 of the developed countries, but the total consumption of Chinese luxury goods is soaring. Leading brands such as Armani, OMEGA, Bentley, Versace, Louis Weedon and so on are all no longer strange to the vast number of consumers in China. Many people are proud to wear or have a luxury LOGO.

In Sanya, Hainan, since the implementation of the Islands tax rebate policy in May 1st this year, the duty free shop in Sanya's Yula Avenue has been sold out several times.

In the same period, consumer Yang Yingqi:

(reporter: what products have you bought?) bought a bottle of perfume.

(reporter: how much is it?) 675 yuan.

(reporter: what do you think of the goods in the duty-free shop?) I think OK, like what L'OCCITANE and SWAROVSKI have.

In this age of fashion and individuality, most people choose to follow the trend of fashion.

Not long ago, a LV brand exhibition entitled "art time and space tour" was moved into the National Museum of China. It was the cultural attraction of the international brand, or the dazzling splendor of luxury goods, which made many Chinese consumers dizzy. The crowd came in succession and surprised many Western media.

According to the latest report of the World Luxury Association 2011, the total consumption of luxury goods in mainland China last year has reached US $10 billion 700 million (excluding private aircraft, yachts and luxury cars), accounting for 1/4 of the global market share.

China is expected to overtake Japan in 2012 to become the world's largest consumer of luxury goods.

It is precisely aimed at this point, "Florence town - Beijing and Tianjin famous products outlets" in June this year lost no time in the hot opening of the city.

Liu Jinman, vice president of Witt group, China,

This is very important. We feel that now we can often see from newspapers and magazines that China's luxury consumption has surpassed Japan.

They predict that China's luxury consumption will account for more than 40% of the world's total in 2012, so the timing of our choice is just right.

[commentary] located on the north side of Qianjin Road, Wuqing District, Tianjin, it is a small town in Florence, which is only 100 meters away from Beijing Tianjin inter city railway.

The building area of 60 thousand square meters, including more than 200 international fashion brands shopping center, opened to attract a lot of eyeballs in Beijing, Tianjin and other provinces and cities.

The scene of Chinese consumers' overseas shopping and shopping, which has repeatedly been reported, is now sweeping across the "coastal town". Every weekend, the crowds who shop here are bustling and bustling like a supermarket. The people who line up are just like buying a winter store cabbage in front of the decorated international grand cabinet.

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Liu Jinman, vice president of Witt group, China,

The operation is very good, much better than we expected.

Like PRADA, BVLGARI, FENDI on Saturday and Sunday, we often queue up. One hundred or two hundred of us are queuing up, and sales are much better than we expected.

Compere: before this, we often see or hear, some friends around us, some Chinese consumers in Hongkong or overseas, that kind of crazy shopping to buy some luxury scenes or news, but now this kind of thing is around us can happen every day.

Because we also have such luxury shopping places like this.

We may ask such a question: has the Chinese luxury consumption era really arrived?

Commentator] I quite agree with you. I think it is really coming.

We can see from several aspects: from the scale of Chinese consumption, we are undoubtedly one of the top in the world. We can see that this film has surpassed Japan, so the future may account for 40% of the global consumption. This proportion is quite shocking. From the perspective of consumption ability, we will find that in fact, China is facing such a paradoxical phenomenon. As a matter of fact, we are a developing country in China. Our per capita GDP is about more than 3000 US dollars. In terms of the world, the ranking is in the 100 left and right sides. Then let's look at our per capita national income, and that ranking is even lower. It probably ranks 120 in the world. How can it consumes 40% of the world's luxury goods?

How can there be such a very paradoxical paradox? In my opinion, this fact of luxury consumption actually reflects some problems in China's social and political economy, the contradictions between social injustice and the expansion of income from the rich and the poor.

So I think China can enter the era of luxury consumption, but this entry is not commendatory, it is worth our reflection and rational analysis.

Moderator: Well, thank you for your comments, then we may as well take a look. Now these people are fond of luxury consumption, and even who are they. What are the qualities behind their craziness and craziness?

[commentary] the movie called Du Lala's promotion is a vivid reflection of the urban class's pursuit of luxury goods. They are wrapped up in something called survival law. Apart from workplace competition, life is stressful and confused.

They are constantly fighting and chasing, just to win a place in this society, and luxury goods that represent "exquisite quality of life" naturally become the tools they try to prove their worth.

This point, Shanghai girl Gu Yi deep felt, as a freelancer, she engaged in costume design, although monthly income is not fixed, but basically maintained at more than 5000 yuan.

She said frankly that the value of choosing luxury goods is its design, quality and brand.

There are also some small sisters around her, although the monthly salary is only two thousand or three thousand yuan, but in order to buy a big brand bag, they can save money for a few months, or even "card maintenance card" overdraft consumption.

In the same period, Shanghai consumers Gu Yi:

I think there may be some Chinese ideas in it. Chinese are good faces. These luxuries are very bright for them.

[commentary] changing Poussin into Audi and replacing Nike with Dunhill means that I have entered the "successful people" range.

Using luxury goods to display identity and recognition has also become the main purpose of luxury consumption nowadays.

Surveys show that the average level of luxury consumption in the world is about 4% of its wealth, while in China, it is not uncommon to spend 40% or more on luxury consumption. The World Luxury Association statistics show that China's luxury goods consumption group is currently around 200 million, and shows a continuous upward trend.

At the same time, in Europe and America, the main consumer of luxury goods is the middle class of 40-70 years old, while in China, the main body of consuming luxury goods is those whose average monthly income is between 5000 yuan and 50 thousand yuan, and the age is 20-40 years old.

On the structure of consumers, luxury consumers in China show a "younger age".

Brand strategy expert Li Guangdou:

What is the problem of luxury now? We call it the pursuit of consumption which is not equal to our economic strength.

For example, in foreign countries, there are few girls who just graduated from university and just went to work with Chanel bags.

After they used Chanel to get married, they accumulated a certain amount of money.

But China's luxury goods have fallen sharply.

So China has the largest number of young luxury goods fans in the world.

This may lead to a bad direction.

According to statistics from the World Luxury Association, Asian luxury goods consumption in Europe reached 69 billion US dollars in 2010, while Chinese people consumed 50 billion dollars.

Chinese people spend 4 times as much abroad as they do in the domestic market.

Today, more than 80% of luxury goods stores in Europe are equipped with Chinese services, and the influence of Chinese buyers is obvious.

Liu Jinman, vice president of Witt group, China,

When we go to Europe, to the United States, to Hongkong, and to go shopping, we can see that the proportion of Chinese is increasing.

10 years ago, most of the Japanese were shopping, and now I saw at least 30% to 40% of the situation abroad, and this proportion is still increasing.

[commentary] the "luxury" of Chinese consumers has attracted a lot of criticism as well as the world.

Even those rich Chinese who have the luxury of spending money are often criticized as "nouveau riche".

But the emergence of Jocie Guo's "Internet display of wealth" has linked luxury with greed, extravagance and waste.

Brand strategy expert Li Guangdou:

In fact, the plation of Chinese luxury goods is not accurate.

Luxury is followed by waste.

In fact, I think it is better to turn luxury into luxury.

[commentary] despite the noise of criticism, it is hard to stop many Chinese consumers from pursuing luxury.

And the huge price difference between home and abroad is making overseas tourism shopping an important part of Chinese people's journey. People are increasingly keen on flying overseas to carry luxury goods.

(premiere 13:30 August 21st) "Xinhua viewpoint" (TV Version): luxury: who have you enchanted (next)

Moderator: just now, we used a word in this short film, that is, "carry the luxury back."

This is a little ridicule, but it is true when it is true, that is to say, just like you just made a joke before, how many of them I really want to bring back, facing this situation, there is still a lot of controversy now.

In the end, this kind of behavior is a kind of mentality that I pursue higher quality, or I am going to show off the rich, I am going to spend money, such a bad trend.

　　【評論員】我自己大概地給它分一下類，我覺得中國人消費這個奢侈品有幾種心態，除了我們剛才說的這個，完全沒有消費能力但也拼了頭去消費，我們把這種不正常的消費排除之外，我覺得還有三種心態：第一種就是炫富心態，我們這種心態在一些暴發戶，煤老板，在一些二、三線城市的奢侈品消費的大軍中，我們發現這種心態比較普遍;這個人家沒有我有，炫富嘛，中國人自古以來是好面子的，就像我們這個《大腕》里面臺詞，不求最好但求最貴這種心態其實是非常多的;那么第二種我覺得相對良性一些，就是一種身份認證的需要，我們知道這個奢侈品消費，它一旦進入一定圈子，我們比如說這個中高層的白領，我們精英階層，它往往變成一種身份象征，我用的是LV的包，你不能用一個動物園市場淘來的包，這跟你身份不相稱，那么你要進入這個社會圈子，

If you want to enter this social circle, you must be like everyone else. I use such a luxury brand as a symbol of my status; then I think that you really want to say that again, it is really out of the quality of luxury, how well its workmanship, and how avant-garde its design is. I wear this dress, and I can't go out with this bag. It's impossible to have a crash suit. It is completely customized service, you appreciate it from this angle, use it as art appreciation, some of you have, but this is really a "leisure + rich" class.

So in China, I think this kind of consumer may be less than 1%, very few.

Most of them are such a show off mentality, or as a kind of identity authentication or a luxury consumption caused by a comparison mentality.

So I think this luxury consumption in China.

It should be said that there are many levels and very different mindsets.

Moderator: quality life, greed and wasteful spending, more and more Chinese consumers are indulging in luxury and satisfaction brought by luxury goods, which makes people sigh that the Chinese manufacturing is really in the right place.

Let's have a look together.

[commentary] with the rapid development of China's e-commerce, overseas shopping is becoming more and more popular, and luxury goods also ushered in the era of "touch net".

"Overseas purchasing" has made the "foreign brand" sell more legs in China.

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According to "China's e-commerce market data monitoring report" in 2010, the scale of foreign exchange purchases in 2010 amounted to 12 billion yuan, of which cosmetics and luxury goods were the majority. Even though the tax rate was 40%, the annual revenue loss was as high as several billion yuan.

In this case, the Ministry of Commerce has publicly stated that it will further reduce import tariffs, including tariffs on medium and high grade commodities.

But before long, the Ministry of finance declared that it had no intention to adjust the import tariff of luxury goods, which made the call for a "down" luxury import tariff cut into a "silent period".

Hu Yijian, Professor of School of public administration, Shanghai University of Finance and Economics,

The Ministry of Finance may consider more from ensuring revenue from the perspective of income distribution. The Ministry of commerce is mainly considering the need to boost the economy and expand domestic demand.

[explanation] the controversy over the import tariff of luxury goods has also made many people worry about "made in China". Although more and more top brands are labeled "made in China", China still has no real brand of its own, and OEM is still the main way of manufacturing in China.

For this reason, some people worry that reducing taxes and tax rebates will further aggravate people's pursuit of international brands, which will cause too many impacts on national brands. After all, one of the attributes of tariffs is "protecting domestic industries".

Hu Yijian, Professor of School of public administration, Shanghai University of Finance and Economics,

People recognize the brand, not your production. In this case, whether the luxury of the domestic race will lead to impact, I think the possibility of impact is relatively small.

Because luxury is a brand that is accumulated all the year round, not guaranteed by you.

Of course, we can give domestic luxury goods certain encouragement, rather than protect it.

When people in the West feel that "made in China" has quietly filled their lives, cheap, counterfeiting and inferior quality also seem to be synonymous with "made in China".

Under such circumstances, can "made in China" get rid of the shadow and create the world's top brands? The recent "Da Vinci incident" which has been bubbling with excitement has opened the mask of fake foreign goods, and has also alerted the Chinese local enterprises.

Brand strategy expert Li Guangdou:

The Da Vinci incident hopes that it will become the first year of Chinese luxury goods.

Through such an event, let us know how we can build a spirit of our pursuit of perfection and excellence, not to label a fake foreign devil, but to become a luxury.

Moderator: we should see a reality, that is, many international brands now almost occupy the market of high-end luxury goods in China. Maybe we also have concerns about the Chinese nation's own brand, or there is a expectation that when we can really have our own international brand, when can we really have it, not like Da Vinci, which is covered with "Yang" skin brand.

[commentator] I think this issue should be balanced in our mentality. It does not mean that every country must have its own luxury brand.

We see that most of the brands that are popular internationally are hand made by family workshops with a very long history. Most of them are concentrated in France, Italy, Germany, and some old European countries. It is actually a result of a strong culture promoted by a strong economy in developed economies.

So for China, we just talked about our developing countries, our per capita income is also very low, our own economy is not strong, our culture is not strong now, we do not have a promotion to overseas, our own cultural and economic capabilities, then when you say I want to create one.

I think it's almost impossible for a brand like Armani.

So I think this, so I think in general, China has to build high-end brands itself is a direction.

But we say that luxury goods and high-end brands are still two concepts, high-end brands are well-designed, beautifully designed, highly used brands.

We make it slowly in China, I believe it will, but you say it is really like a luxury brand like Hermes Armani.

Host: OK, thank you for your comments.

So today we are talking about luxury consumption and manufacturing in China.

It should be said that although the road is long, there is hope as long as there is effort. Just like the "perfume law" of luxury close to the public, consumers may first come to contact with a bottle of Chanel perfume, or a pair of Dior sunglasses and so on. These introductory products, which sell a large number of potential consumers by selling a little bit, have also become a hot selling product in the market.

Similarly, when Chinese manufacturing has quietly infiltrated into the life of Westerners, what we need to do is simply to strive for perfection. Only in this way can Chinese manufacturing get rid of the shadow of cheap counterfeit and shoddy, and create the world's top brands, and it is not impossible.

At that time, how can foreign brands charm Chinese consumers?