Ten Years, From Buying Luxury To Buying Culture.

"Maybe for a long time we need to change. Luxury goods It's something else. " Ouyang Kun tidied the purple blue green checkerboard man's tie and spoke slowly. Ouyang Kun, the world's luxury goods. association The representative office of China, CEO, has been engaged in luxury brand management and Market Research for more than ten years. As an insider, he tells us about luxury goods in China in the past ten years. consumption Change of mindset.

In 80s, a traveler carrying a brand bag on Nanjing East Road was rare in that year.

Entry stage: showing off wealth becomes the most important performance.

Form of expression: no matter brand, crazy sweep goods.

Speaking of luxury research, it started from a birthday party more than a decade ago. When Ouyang Kungang went to Hongkong to study, some students invited him to a party. One week before the party, a simple little artwork was prepared for the student, but at the party scene, Ouyang Kuncai realized that the gift was unacceptable. "The gifts they gave were Armani's key kits and tie clips." Ouyang Kun can only quietly put small artwork in his pocket and hide in the corner. This event touches a great deal on Ouyang Kun. In the past few years in Hongkong, Ouyang Kun is also familiar with some luxury brands. But it really is a Rolex watch worth 150 thousand yuan on the day of his birthday. But in the face of such a watch, Ouyang Kun can't stir up it. Because compared to the mainland, there were too many big watches in Hongkong at that time, such as Baoji, the count of the whole world, Rolex is not perfect in design or collection value. "At that time, there were quite a few big shops on the mainland."

After having the first luxury, Ouyang Kun decided to start his research. In the course of his research, he found an interesting phenomenon: some customers were fighting for a lot of money, but as long as they entered a luxury store, people were just like chicken blood. They had no chance to talk about the price. They had no interest in bargaining. They seldom put their hands on the table. They chose the best ones. The average customer thought that if they talked a lot, they would have the price of losing their bodies, and they would be looked down upon by the people around them. Especially, some entry-level brand stores had more customers and more words, and the salesmen were reluctant to talk to you. "For them, luxury is a symbol of status, and these people are relatively elementary consumers."

This is the first batch of rich mentality in the mainland. When they suddenly bulged up their pockets, they did not know how to turn rich into expensive.

The use of Freud's discovery is a manifestation of empathy, that is, people transfer emotions to something and events to another. For this confusion, Ouyang Kun feels empathy, "when you are eager to express your identity and want to get social recognition, luxury is the best expression carrier." Ouyang Kun believes that many people buy luxury goods in order to enter a certain circle, or do not appear to be outdated in the circle. Because luxury goods are much more expensive in China than in Europe and America, luxury goods in China are more likely to become identities and rich pronouns and pronoun. Ouyang Kun has done this kind of thing. In Hongkong, he has had the experience of buying luxury goods crazily in order to squeeze into the social circle of his classmates. At the worst time, he spent about two hundred thousand of a month. Of course, sometimes he bought some high imitation products to support the scene. {page_break}

In 90s, customers in the duty-free shop carry LV shopping.

Blind stage: buying because of imitation.

Form of expression: what do people buy when they buy "me"?

Luxury goods in China over the past few years, the biggest carrier of showing off is to wear products with logo. Logo's fascination with Chinese is very obvious. Whether you can live in the brand or not, as long as you wear this logo product all over the body, it means you can afford the brand. You win the most precious confidence for yourself when you are in touch with logo. At a party, Ouyang Kun met an exaggerated boss of coal boss. What he can see at the moment is the striking LV sign. Even the underwear and the coal boss will buy LV, which has become the spokesperson of LV. Seeing that the coal elder brother is LV all over, because of his professional habits, Ouyang Kun took the initiative in greeting, "you Louis Weedon's tie is pretty good. Where did you buy it?" the coal boss shook his head and firmly said, "I am not Louis Weedon, LV (Louis Weedon is the Chinese name of LV)".

For westerners, it is very easy to understand the cultural connotation of luxury brands born in their native land, but in China, the historical details behind luxury goods are not known by people. What Chinese see is just a single item that can be bought by money. Even in luxury brand stores in China's first tier cities, consumers' understanding of a luxury product is limited to what new ones are old ones. Under such a mindset, many Chinese buy luxury goods than the highest and most expensive ones, rather than quality and culture. Secondly, the consumption of luxury goods is different from Chinese and foreign. In Europe and America, luxury consumption is led by brand designers. The designer designs a product to guide consumers to buy. In China, consumption power leads the market. Ordinary consumers buy what brand and style, more is to see what the people around, and then imitate buying.

In China, such vanity has been magnified infinitely. Ouyang Kun made an analogy: "if a company, CEO uses a LV, a few days later, the Secretary will use it, and a few days later, the general staff will also use it. Finally, he finds that the front desk is back to work LV. At this point, the general manager will consciously raise the brand name. But the best thing is the front desk. I'm back at the general manager's level! "

Besides, China and the West feel totally different from luxury goods. Ouyang Kun, for example, in China, a Lamborghini sports car passes by your side. You must be crazy about the people in the car. But if such a scene happens in Spain, the so-called rich two generation or beautiful woman will be despised because they are too environmentally friendly. {page_break}

Tourists in front of luxury advertising in 2011.

Rational stage: becoming the master of luxury goods

Form of expression: redesign, connotation and choice.

In 2005, Ouyang Kun established the China Representative Office of the World Luxury Association. At that time, the first job was to investigate the luxury market in Beijing. He summoned more than 300 students from Peking University to study in Beijing's luxury stores. More than 1000 samples were available. In the 3 months' survey, Ouyang Kun was surprised to find that more than 800 customers in all over 800 people appeared in the luxury stores again and again in these 3 months. These people were summed up in three categories. One group belonged to the wide wives of 30 to 40 years old. Second were some pretty girls with unclear occupation, and third were freelancers. And in the research, interviews are very cooperating, Ouyang Kun said, these people usually out of the mall door, hands carry big logo bag, for fear that others do not know, so this time someone visit him, Kan's desire is particularly strong, every time can always chatter. Over the next few years, more and more researchers of luxury goods under Ouyang Kun were introduced. According to a salesperson in a special shop, until 2010, there was a new change in the classification of luxury customers. Age was more youthful, with white-collar workers and students as the main group. A group of luxury syndrome has begun to get out of the logo infatuation and become more mature.

On the other hand, from buying luxury to buying culture, this is also a long evolutionary milestone. It must be a long training process. For example, when you used to mix up circles and go wherever you go, you will dress in a solemn manner. You always wear a logo dress for a long time. You will find that the wearing of luxury goods depends on the occasion and the taste. If you take part in a formal banquet, I will wear a Armani suit and be decent. If you go to the yacht to go to sea, then you will wear casual clothes. You will choose Zegna's casual wear. Now there is basically no sign of fixed love. Only the favorite style and designer, if you are your favorite designer, no matter what brand, will start. Ouyang Kun believes that most of the reasons they buy luxury goods are that blindly, in order to have a luxury, what brand is not important, they know it is a luxury.

In his social circle, there are also some people who are more relaxed in their attitude towards luxury goods. In a teasing manner, Ouyang Kun believes that such people generally use luxury goods earlier, have certain economic strength, and have their own unique opinions on luxury goods. For example, a friend of mine has woven a sweater with a love affair with a horse, and the total cost is 1800 yuan. Ask her why? She has two words: Yes.

In the future, this mentality will be more and more in the society. "At least I won't feel any discount, but I admire them. At least in China now, many people are left by luxury goods and luxury goods, and they really become the masters of luxury goods."