Luxury Industry To Tap Children'S "Profitability" Ability

Wearing Baby Dior is no longer a patent for Tom Krusroli's youngest daughter, and more and more Chinese children are enjoying it. according to Luxury goods At present, 60% of Chinese consumers claim to spend more than 3000 yuan per month to buy children's luxury goods, according to a survey report on children's Luxuries jointly issued by the survey company's albatross business consultants and Gu Teng consultants. But before the survey, only 40% of consumers actually spend more than 3000 yuan per month to buy children's luxuries, which indicates that Chinese consumers' consumption in children's luxury goods is higher than actual consumption. Albatrosses believe that Chinese consumers may be faced with a market in short supply - China. Children's wear Luxury stores are still in short supply.

The global luxury market for children has reached US $10 billion and is growing at an annual rate of 10%. This figure in China may be even higher. Because Chinese consumers buy more luxuries for their children than any other country in the world. In addition to birthday, in China, people celebrate "100 days" for children, Spring Festival and children's day. Gifts are traditional. In addition, some wealthy consumers tend to celebrate western festivals such as Christmas, Easter and newborn baptism, so people have more opportunities to dote on little emperors and little princesses.

Unlike adults, children's clothing is the biggest difference: consumers are adults, while consumers are children. Therefore, in all children's wear brands, Burberry Children, Gucci Kid, Baby Dior, and Armani Junior have a high degree of recognition in the domestic luxury children's wear market. Because when choosing brands, Chinese consumers tend to buy the same goods when buying goods for themselves. brand 。 The top ten brands of luxury recognition were easier to be recognized when launching their own children's fashion accessory lines. At the same time, these luxury brands originally had enough stores and strong consumer markets, which were easier to promote when products were online.

As is known to all, the one-child policy has also profoundly affected the way of emotional expression between Chinese parents and children, which is quite different from that in the West. Compared with Western parents, Chinese parents are more convinced that gift giving can create a special relationship between their children and their children, which explains why Chinese parents are not ashamed to buy gifts for their children. Despite this trend, Chinese parents refused to admit that they were showing off their wealth in this way.

Therefore, luxury companies need to take this factor into consideration when designing children's clothing products in the Chinese market: "parents want to make their children look unique by buying luxury children's clothing, rather than making them flaunt." Albatross survey company consumer insight consultant Helene Dupont told the journal. What can be contrasted with this is that for adults, strategies are different. Adult purchases of luxury goods are more focused on reflecting their taste and personality displayed in society.

At present, Chinese parents are more willing to choose clothes and toys. Shopping mall is the best place to shop, and boutiques on the street are becoming more and more popular. And the way of store display will also affect the consumption amount of customers. Wide space and many choices will enable customers to take more things away. When asked about the services expected to buy children's luxury goods, the respondents in mainland China had higher expectations than those in Hongkong. All this is exactly the same as the speed of development of Chinese society.