"Moonlight Clan" To Enjoy The Price Of Gucci Now 66%?

Unlike the parents who tighten their belts to cope with the unstable future, the moonlight clan believes that they should enjoy the present.

It is reported that there are now a group of "moonlight clan" in China, that is, the 20~30 year old young man who has spent the salary in the end of the month and has no money at the end of the month. "Moonlight clan" is mainly concentrated in foreign financial companies, art, media, IT industry, most of the wages are spent on clothing and cosmetics, as well as dinner and travel and so on.

According to the survey, more than 3 people aged 15~35 years old in Guangzhou, China, have more than 3 people (35%). Some analysts believe that moonlight clan is the product of impromptu consumption culture inflow with China's rapid economic growth. Especially after the birth of economic prosperity, the 80's after 90 years of employment began to earn more money. Unlike the parents who tighten their belts to cope with the unstable future, the moonlight clan believes that they should enjoy the present.

Reported that the moonlight clan greatly enhanced the value of Italy brand Gucci. Gucci's brand value rose by 66% from last year to $22 billion 400 million, according to a BrandZ released by a market research firm. The evaluation shows that the "moonlight clan is the main contributor".

An important reason for "Moonlight" is the wide field of vision and convenient purchase.

Zhou Rong, a financial commentator of China economic network, said that all kinds of Internet business, social networking platform and word-of-mouth platform are very developed. Young people are very rich in channels to understand various consumer goods and consumption patterns. Through network pictures, instructions and others' sharing, they can clearly understand the performance of products, and purchase is also very convenient, so the breadth and frequency of consumption are far beyond the past.

Young people pursue relaxation, quality lifestyle and instant consumption.

In addition, unlike the consumption habits of the previous generation, young people pursue a relaxed and quality life. They are accustomed to buying with their customers. They usually do not like to take too much luggage out of travel. They usually buy them locally and will not necessarily bring them back to use after they are used. Their purchasing power is relatively strong.

Luxury brand marketing has led the trend of consumption.

The growth of luxury brand value can not be separated from successful marketing means. The brand can achieve the purpose of leading the consumption trend by increasing advertising and star publicity. As a group with strong consumption, the "moonlight clan" is indeed the main force for buying.

"Moonlight clan" will return to traditional consumption habits after growing in age.

Zhou Rong thinks that people's consumption habits will change with age. After entering the middle and old age, consumption habits will become steady, and the receptivity of new things will also decline. Just as the elderly are not always as good as young people in online payment, the acceptance of "moonlight clan" will also slow down and gradually return to traditional consumption habits in the future.