Luxury Consumer Market Survey Gifts Buyers Become Chinese Characteristics

Roland Begg's partner, Guo Qiang, pointed out that " Gift buyer "Is a luxury consumer with Chinese characteristics, which is relatively rare in foreign countries.

China's luxury consumer market survey divides Chinese luxury consumers into 6 groups. Among them, " Age leader "25%", "two generation" accounted for 30%, "enterprising elites" accounted for 10%, "investment hands" accounted for 5%, "fashionable white-collar" accounted for 10%, and "gift buyers" accounted for 20%.

"Refers to the age of 25 to 40 years old private entrepreneurs and all kinds of business executives;" rich two generation "refers to the family rich young people who are between 20 and 35 years old, who are between two and two years old, including the" rich wife "; the" enterprising elite "refers to the middle managers, professionals and entrepreneurs of the multinational enterprises or state-owned enterprises between 25 and 35 years old;" investment hands "refers to the real estate speculators, freelance or non professional persons aged between 25 and 40 years old;" fashionable white-collar "refers to young people who are working between the age of 35 and the age of 35, whose income is stable and higher than those of their peers." leaders of the times "

Roland Begg partner Ren Guoqiang pointed out that "gift buyers" is a luxury consumer with Chinese characteristics, which is relatively rare in foreign countries.

"With the rise of the rich two generation, the enterprising elite and the fashionable white-collar crowd, Chinese consumers are changing from conspicuous to personalized enjoyment," he said. "The importance of brand preferences and recognition will increase in purchase decisions." The brand competition around knowledge will be gradually transformed into competition around winning brand preference and identity.

He also said that for "time leaders" and "investment professionals", because of the lack of understanding of luxury goods and clear self-awareness, "big cards" are their first choice when purchasing luxury goods. If a Chinese consumer refuses a brand, it is seldom because the brand is not suitable for itself, but because the brand has not heard of it.

Taking the high-end jewellery market as an example, he pointed out that among the eight brands of Chaumet, Boucheron, Chopard, Harry Winston, Cartier, Tiffany&Co., Bvlgari, Van Cleef&Arpels, which are more popular in the international market, the most frequent purchase for Chinese consumers is Cartier and Cartier. And Bvlgari.

The report also said that more than half of Chinese consumers' luxury purchases took place outside the mainland of China. Ren Guoqiang said that the price difference of luxury goods both inside and outside China is an important factor. Luxury stores in China are also seeking ways to keep consumers in China.

He told reporters that if the luxury brands with greater autonomy in pricing power had greater flexibility in terms of price adjustment, he had not heard that there were any plans to reduce the price of the major luxury brands in China. He also said that even if China's luxury consumption is hot, it is prudent for foreign minority brands and designer brands to enter the Chinese market.

In view of the Chinese consumer market, Roland Begg suggests that luxury enterprises should focus on the following three aspects:

1., seek the "messenger" of brand communication, that is, lock in the "active information searcher", conduct targeted marketing, let them take the lead in loving and identifying the brand, and guide the brand consumption in their social circles.

2., to achieve global store linkage, that is, to purchase a large number of Chinese luxury consumers overseas. The location of domestic and foreign stores is differentiated, and their product selection, service process, and assessment of stores are more meticulously managed.

3., the focus of marketing is to sink the market, that is, increase the intensity of the market layout in the cities outside the first line, and define the main battlefield city of China's luxury market.