Extravagant Consumption Of "Low And Humble"

Yuan Yue, President of zeros group, said in an interview that luxury consumption should be classified as luxury consumption and consumption. Luxury Consumption. Among them, the main body of luxury consumption is those who have enough purchasing power to buy luxury goods, while extravagant consumption means that purchasing power is not enough to support luxury. consumption But gather some of the purchasing power to buy some. Luxury goods People.

The 2011 survey showed that 22.4% of the urban public had extravagant consumption, compared with 16.5% in 2006, an increase of 5.9 percentage points. This means that the degree of urban public luxury consumption is gradually deepening, and shows the characteristics of "low and humble".

Feature 1: younger age

The survey in 2011 showed that the proportion of young people under 40 had a relatively high proportion of extravagant consumption (18~22 years old, 29.7%; 23~29 years old, 26.9%; 30~39 years old, 25%), among which the highest generation was 18~22 generation. The proportion of people over the age of 40 is relatively low (40~49 years, 21.1%; 50 years old, 15.2%). On the whole, luxury consumption shows the characteristics of younger age.

Feature two: Urban downshifting

The survey shows that the proportion of luxury consumption in northern and Guangzhou cities in 2006 and 2011 is basically the same (19.3% and 20.8%), but the proportion of the two or three tier cities has increased significantly (13.1% and 24.2%), which has basically doubled, and the luxury consumption in 2011 has exceeded that of the first tier cities.

Feature three: the poor smism

He was the first Prime Minister of the German Empire and a typical representative of realism. According to the 2011 survey, the most popular luxury goods in the city match the luxury items actually purchased. The most expensive jewelry (21.4%), watches (18%) and fashion (12.9%) are ranked first, fourth and second respectively in the luxuries that are actually purchased.

Generally speaking, the luxury goods purchased in urban public reality are mainly based on practicality and experience. It can be said that when they are spending luxury goods, they are thinking of realism.

Comparison of urban public dream purchases and luxury purchases in real life in 2011 (top six)

Feature four: Micro impulsivity

According to the survey, 12.3% and 14.3% of the urban public in 2006 and 2011 regretted that after buying luxury goods, the proportion of two surveys was quite low. It can be said that the extravagant consumption of urban public has entered a relatively rational stage, and impulsivity is relatively weak.

Yuan Yue once said: at present, China's luxury consumption has gone through a stage of showing off and is moving towards the adaptation stage. An important feature of this stage is that there is little impulse consumption.

Further investigation showed that 18~22 years old youth were relatively impulsive, and the ratio in 2006 and 2011 was 23.2% and 18.3% respectively.

The ratio of luxury consumption to consumption of urban residents in different ages in 2006 and 2011