China'S Luxury Consumer Market Is Growing Rapidly.

Analysis of consumers' luxury consumption demands and brand communication strategies under the social structure of < p > strong > circle < /strong > < /p >

< p > in recent years, the scale of China's luxury consumer market has increased rapidly, and the international well-known luxury brands have entered the mainland market one after another. The brand communication has been strong, and actively promoted the advertising revenue level of the new and old media such as TV advertisements, newspapers and Internet. However, whether the advertising and brand positioning of the international luxury brand matches China's national conditions, whether it accurately grasps the characteristics of the Chinese society is still questionable. To control the Chinese luxury market and understand the high-end consumer deeply, we must deeply analyze the social characteristics of the Chinese luxury market and consumer class, understand its characteristics, and the international luxury brands can really understand Chinese consumers.

< /p >

< p > from a sociological perspective, the Chinese social structure presents a "stratification" feature.

The concept is derived from the book "rural China" written by Mr. Fei Xiaotong, a famous sociologist. In the book, a description of the pattern of social order in Chinese traditional society is presented, which shows the characteristics of "social circles" in Chinese society. The article states: "each family takes its own position as the center and sets out a" circle level "around it. The size of this" circle "depends on the thickness of the central force." the social relationship that is centered on oneself, like water thrown into stone, and other people's ties, is not like a group of molecules in general standing on a flat surface, but like the ripples of water, the more it is pushed away, the more it pushes away and the more it pushes away. "" circle level "

< /p >

< p > the concept of "circle level" refers to the social circles in which social people develop their own "circles" with their own center, which is formed by factors such as blood, geopolitics, or economic factors, social status, culture and other factors. It is a conceptual category of social interaction and interpersonal communication.

In the past more than 20 years of reform and opening up, with the rapid development of the economy and the rapid growth of social wealth, Chinese society has bred a new high-end consumer class. This class of people has become the main group of luxury consumption. As a wealthy class bred in the process of social development with Chinese characteristics, the consumption pattern of luxury goods is closely related to its social environment, and its social class and environment are characterized by "circle level".

< /p >

< p > "circle level" is the basic category of the interaction among the members of the high-end consumption class, and multiple "circles" are intertwined, forming a network characteristic of the high-end consumption class communication circle.

In the high-end consumer class, the circle is the basic category of social interaction and communication among members of the society.

"Layer", and a member is often the core of a "circle", and is also a member of the "circle" covered by other members of the same class. The whole high-end consumer class is intertwined by different "circles", so that a member has a core attribute while also having other "circle" characteristics. The characteristics of these circles are determined by their core members' economic level, blood ties, industry boundaries, cultural ideas, values and other factors, and different "circles" become individuals' social activities and environment and categories. These "circles" are intertwined, and through the interaction of members in the "circle level", the network attribute of China's high-end consumption circles is formed. Pushing a circle with a member as its core

< /p >

< p > < strong > based on the concept of "circle level", we can see that China's current high-end consumer class < /strong > /p >

< p > on the one hand, the high-end consumer group highlights the "upstart" characteristics.

Due to China's special national conditions, there has been an era of vanishing aristocracy and rich people in the modern era. After the accumulation of wealth since the reform and opening up, a group of people became rich and became the "upstart" in the society. After this class entered the high-end consumption level, they needed to show their "upstart" characteristics through the domination of wealth, which became the urgent demand of the new luxury circles. This has also become the motivation of the international luxury brands to bullish the Chinese market, and this market judgment has already been proved by the market. Bain management consulting company recently issued the "2012 China luxury market Research Report". The Chinese have become the largest luxury consumer group in the world, and have purchased about 25% of the world's luxury goods.

Although the overall trend of the high-end consumer market has been affected by the financial crisis, the consumer's enthusiasm for consumption has never diminished, and its consumption habits are affected by its "circle level". It needs to reflect the characteristics of its "circle level" through consumption, and maintain its own "circle level" relationship. Consumption has become a way for high-end consumers to flaunt their own characteristics of "circle level", and luxury goods are labelled with different "circles".

< /p >

< p > on the other hand, the psychological demands of luxury consumption are gradually pforming, and the trend of "Internalization" is the trend.

As a "upstart" class, influenced by the traditional Chinese "face" culture, high-end consumers purchase luxury goods corresponding to their brand value and image according to their logo needs.

On the one hand, this consumption idea is to widen the gap between the rich and the poor, on the other hand, it is also to highlight "social status". With the maturity of China's "upstart" class, high-end consumers have a stronger demand for highlighting "social status", and this is also a promotion of the concept and value of luxury consumption.

In this period of social pformation, the concept of luxury consumption embodied in high-end consumer groups has also changed with the change of the "circle" culture. In order to understand the essence of luxury goods, Chinese high-end consumers need to break through the third concept, that is, consuming luxury goods is to "meet what I need", and the demand for luxuries is internalized into inner needs.

< /p >

< p > China's "upstart" class has become the main force in the world's luxury consumption market. In China's special "circle" society, luxury goods play a role of labeling in the circle, and are the signs of "circle" culture and ideology. The recognition of luxury goods by "upstart" class is in a pitional period, and the pursuit of internalization has become the trend of luxury consumption of high-end consumers in the future.

Under the environment of China's "stratification" social structure, the era of "upstart" class rising and maturing, in view of the cultural pmission of luxury goods, we need to combine the Chinese national conditions with "Rome as the Romans do" in order to achieve the desired results.

< /p >

< p > < strong > first, brand communication culture should take into consideration the "prominent position" and "what I need" < /strong > /p >

P > from the perspective of recent international famous brands, the concept of product "for my needs" has become a trend, such as CHANEL N degree 5, the choice of Brad Pitt endorsement propaganda concept: "it" s not a journey, every every, N, Brad, Pitt, "China," and "consumer demand" for Chinese consumers. <

< /p >