Chinese Consumers Are Already The Main Consumers Of Luxury Goods.

< p style= "text-align: center" > img border= "0" alt= "align=" center "src=" /uploadimages/201305/13/2013051309071685812.jpg "/" < < > >

< p > the taste of Chinese women is also improving with the accumulation of wealth. On the one hand, they may like to buy brands that everyone can afford, such as fast fashion brands such as Zara, H&M, UNIQLO, etc. on the other hand, they are also willing to buy expensive luxury goods such as LV, Dior, Gucci and Chanel.

< /p >

< p > < strong > Chinese women < a href= > http://sjfzxm.com/news/index_f.asp > luxury goods < /a > consumers are affecting the global market < /strong > /p >

< p > in a number of famous European shopping centers, whether in Paris's old Buddha shop or Via Condotti street in Rome, you can see many consumers from China everyday.

These phenomena convey a clear message: Chinese consumers have spread all over the world.

< /p >

< p > in the past five years, the influence of RMB has been gradually improving.

Compared with the weakness of economic development in most European countries, the speed of China's economic development is particularly outstanding.

Although the growth rate of China's economic growth in the first quarter of 2013 was expected to be adjusted to "only" 7.7% growth, it is undeniable that since the 1979 Deng Xiaoping's reform and opening up, Chinese leaders have successfully led 50 million people out of poverty in such a short period of time.

< /p >

Below P, China has taken on a new look.

The Hu Run report points out that China now has more than 1 million millionaires (the lowest assets are US $1 million 600 thousand) and over 63000 super rich (the lowest assets are US $16 million).

Not only that, McKinsey predicts that 32% of Chinese families can afford to travel abroad and buy luxury goods in 2015, so it is not surprising that China will now be considered a strong market for luxury consumption.

< /p >

< p > at the same time, according to Bain's assessment report, Chinese consumers are already the leading consumers of luxury goods.

Their consumption accounts for 25% of all luxuries, which is even more than 20% of the United States.

< /p >

< p > the driving force of this development is mainly from the female consumer groups in China.

About ten years ago, most of the consumers of luxury goods were men. Some of them offered luxuries as gifts to government officials or colleagues for profit.

In 2012, an investment bank CLSA reported that China's share of women's luxury consumption accounted for 45% of the total share.

Although this figure is still lower than the global average, it is undeniable that female consumers are playing an increasingly important role in the growth of luxury consumption in China.

< /p >

< p > < strong > Chinese women are becoming the leading force of < a href= > http://sjfzxm.com/news/index_s.asp > luxury consumption market < /a > /strong > /p >

< p > Chinese women have truly independent since the reform and opening up.

Despite the influence of traditional male dominated culture, women's economic independence and autonomy have been greatly improved.

In the list of the richest women entrepreneurs in the world, China accounts for 11 of the top 20.

< /p >

In addition to those super billionaires, rich middle class women in China have gradually become a group of mainstream society that can not be ignored. < p >

According to a survey of the lifestyle of BBDO, a global advertising company, young newlyweds have a higher rate of 26% than the male partner.

According to another report from BBDO, Chinese women are very high in pursuit of careers, and there is no difference in the degree of attention to career development between men and women.

< /p >

Besides P's newly discovered purchasing power, women can also improve their sense of self satisfaction through the consumption of luxury goods.

In a BBDO (China) survey on women's luxury goods, it is learned that the way women get their luxury goods has been changed from male to private.

In fact, an ordinary middle-class woman is willing to spend about a month's wages on luxury consumption.

< /p >

Less than P, it is no surprise that Chanel is considered to be the most popular brand in the luxury consumer segmentation market in many surveys such as Bain and BBDO.

One of the key reasons is that the new generation of economically independent Chinese women can find a strong sense of identity in the story of cocoa Chanel, a sense of accomplishment that can overcome the enormous challenges of life.

< /p >

< p > < strong > contemporary China is the beautiful era of women < /strong > /p >

< p > in addition to the growing strength of "a href=" http://sjfzxm.com/news/index_cj.as "economic" /a "strength, there may be a more important reason for the improvement of Chinese women's status: they are becoming scarce.

< /p >

< p > under the influence of Chinese traditional culture, people tend to give birth to men.

This led to an imbalance in the number of men and women, which reached 116:100.

Moreover, in China, it is more common for wealthy men to have a mistress. (Note: according to the BBDO research survey, 46% of married men believe that it is normal to have a mistress.

In this way, the number of women becomes more scarce.

As a result, competition for men to have a girlfriend or wife has become more intense than ever before.

< /p >

< p >, so to some extent, the luxury market is greatly benefiting from these two trends.

Not only are Chinese women buying up gradually (they can buy luxuries for themselves), but men also need to buy high-end gifts to get women's favor.

< /p >

< p > in fact, Chinese women of ability nowadays can have great choice space, and these choices are not available to people who used to live in completely different environments.

Not only that, they can also enjoy the benefits that some male colleagues can not enjoy.

According to a professor of social science from a leading university in China, the investigator of BBDO pointed out: "Chinese women are very different from men. If they are not satisfied with their living conditions, they can also improve through marriage."

{page_break} < /p >

< p > < strong > "two stage differentiation" < /strong > < /p >

< p > these capable women not only want to buy high, but also pursue the best quality brand.

In order to study the consumption habits of Chinese middle-class female consumers, BBDO discovered a rule now known as "two stage differentiation", which reveals that Chinese women prefer to buy brands that are more extreme in price range.

Specifically, on the one hand, they may like to buy brands that everyone can afford, such as fast fashion brands such as Zara, H&M, UNIQLO, etc. on the other hand, they are also willing to buy expensive luxury goods, such as LV, Dior, Gucci and Chanel.

< /p >

< p > however, for the middle end brands, such as luxury brand derivative brands or some luxury brands advertised as "buying", they are not as popular as low-end Zara or high-end Gucci and Chanel.

< /p >

At the same time, the P also found that the same rule applies to different kinds of products, whether handbags, < a target= "_blank" href= "http://www.91se91.com/", "shoes /a", "a target=" _blank "href=", "clothing", and even fashion accessories.

< /p >

< p > the agency's research shows that the core value of women's consumption is the core value of the brand.

In a competitive environment, whether a brand wants to do "best value for money" or just wants to be "the best existence", it is necessary to have a clear position in order to stand out in competition.

If luxury brands do not try their best to improve their strengths, such as product quality, product culture and retail experience, they will not be able to effectively enhance brand strength and competitiveness.

< /p >

< p > the taste of Chinese women is gradually improving with the accumulation of wealth.

Some people think that Chinese luxury consumers are like the world of luxury goods and lifestyles. They will not understand the connotation of brands, just want to show off their wealth by buying the most expensive trademarks.

However, this is not the case, especially for the new generation of Chinese billionaires.

< /p >

P, over the years, with the accumulation of wealth and information from various channels, Chinese consumers have become more knowledgeable and experienced than ever before, whether through travel abroad or ubiquitous Internet.

In a recent KPMG study on China's luxury market, in 2012, an average Chinese luxury consumer already knew as many as 59 brands (in 2006 it was 34).

Not only that, their standards of choosing luxury goods have also changed fundamentally.

< /p >

< p > for consumers, the most important factor is the brand's social status, which accounts for 32% of the market share.

The market share of "appreciation" or "self reward" is larger than that of previous years.

It can be seen from this point that consumers' choice of brands has gradually changed from blindly pursuing big brands to satisfying spiritual needs, such as appreciating the craft, history and brand behind a brand.

According to Bain's research, 65% of consumers have limited desire for luxury goods everywhere, and this trend is even more obvious in some top cities such as Shanghai and Beijing.

< /p >

P, of course, Chinese women are making this trend even more complicated.

According to BBDO's survey of the wealthy class in China, 65% of women think they are leading the fashion design trend, and this proportion is only 57% among men. Compared with 56% of men, 60% of Chinese women believe they understand the historical and cultural background of certain brands.

< /p >

< p > in China, the marketing means of some luxury brands showing the brand connotation and pferring the brand lifestyle are gradually becoming mature.

By holding large symbolic brand events in top museums or public spaces open to the public, luxury goods are no longer just suppliers' products, but also act as planners of Chinese social and cultural activities, such as Louis Weedon's sailing exhibition, Chanel's Chanel cultural exhibition and Cartire's speech at Beijing's the Imperial Palace.

< /p >

< p > another excellent case of spreading the brand culture is Tiffany.

Tiffany, who is known for his trademark diamond ring and blue box, conveys the American classic "breakfast of Tiffany" to consumers.

Whether by hanging the banner of "heavier than life" or "making love come true" website, Tiffany's successful marketing is encouraging a new generation of young women to accept an engagement way of marriage that is different from the past, such as exchanging rings.

< /p >

< p > < strong > rooted in the traditional solemn < /strong > < /p >.

< p > for these experienced female luxury consumers, the story behind a brand is always more attractive than its trademark and price.

What's more, they are looking for the authenticity of the brand, a truthfulness that is rooted in the history of excellence.

< /p >

Specifically, they favor P brands that have 100 years of ancestry (or even longer).

The brand's long history means that they have rich experience in serving a group of people who are considered the most critical and the most rigorous tastes.

If the brand can serve the royal family, it means that their products are finished by the best craftsmen through the continuous pursuit of perfect details, which are lacking in the modern commercial era.

< /p >

The study of < p > BBDO and KPMG shows that brands from France, Britain and Italy benefit from the rich cultural heritage of Europe and have the unique advantage.

On the other hand, luxury brands in the United States are hard to connect with the long history of traditional values.

They are more regarded as products of modern times, and this is not a good thing for people who pursue a brand long history.

< /p >