The Chinese Will Consume 44% Of The World's Luxury Goods &Nbsp, And The Luxury Must Not Be Long.

Since the word "luxury" has been added with a "product", extravagant It seems that it is no longer despised or even synonymous with "noble", and the pursuit and possession of "luxury goods" or the envy of it. fashion 。

The so-called "luxury" is internationally defined as "consumer goods that exceed people's needs for survival and development", also known as "non essential necessities". For example, as far as private aircraft, luxury yachts, high-end cars, small jewelry, expensive watches, bags and advanced garments. The most essential feature of luxury goods is expensive and two. essential 。 That is to say, it is the "patent" of the rich, and ordinary people can not afford to ask for it. Therefore, it often becomes the symbol and identity of the rich to show off their wealth.

Compared with the rich abroad, the rich in China seem to be more fond of luxury goods. Nowadays, almost all the luxury stores in the world can see Chinese tourists rush to buy. Recently, at the 2011 International Luxury Exhibition held in Sanya, Hainan, not only from thousands of sunglasses to hundreds of thousands of high-end watches, but also the luxury yachts and business machines with millions, tens of millions, even billions of dollars were also favored. In just 4 days, 14 luxury boats were sold. According to the executive vice president of Airbus Company, their business orders in China account for 25% of the world's orders.

If luxury yachts and business machines are worth the money, then the 3 bottles of red wine from the Lafite winery will sell at a price of 230 thousand dollars per bottle in Hongkong, a bottle of hardcover Moutai, and a deal of 8 million 900 thousand yuan in Guiyang, which is almost crazy. In fact, the purchase of luxury goods itself does not necessarily constitute luxury. For the sake of commemorating, collecting or preserving value, it is understandable to buy a bit of luxuries properly. But out of the "show off" mentality, it is irrational extravagance to drive and pursue luxury goods without restraint.

In fact, the crazed pursuit of luxury goods is often caused by the accumulation of rich people rather than hard work and hard work. According to statistics from relevant parties, the main consumer group who buys the top luxury goods is not the richest in the Hurun rich list but the new owners such as the coal bosses in Shanxi, the private fund owners in Wenzhou, the real estate groups in Beijing, Tianjin and Jiangsu and Zhejiang. Their consumption behavior is more of a "show off" and hype.

Another unusual phenomenon is noteworthy. In developed countries, most of the luxury consumers are from 40 to 70 years old, because the wealth of society is mainly concentrated in these people. In China, this age group is greatly advanced. The main body of luxury consumption is 25 to 45 years old.

"Rich two generation", many of them are young people who have just graduated from universities. They pursue luxury goods in order to show their individuality and identity in order to get the attention of the society. Not to be ashamed of luxury, but to be proud of luxury and become their fashion pursuit.

Although the extravagant behavior of "rich and rich" and "rich two generation" does not represent the mainstream of China's consumption, its negative guiding role can not be underestimated. The current situation is that the pursuit of luxury goods is expanding from the rich to the middle class, and from the first tier cities to the two or three tier cities. According to a recent report by the French Clsa Limited (CLSA), by 2020, China's luxury goods market will reach nearly 170 billion euros, and the Chinese will consume 44% of the world's luxury goods, surpassing the United States as the world's largest luxury market.

This may not be good news. Because the luxury of 170 billion Euros can neither bring strength to China's strength nor win dignity for the Chinese, but will only abate our minds. Luxury can be and luxury can not be long. This is a difficult problem we must face and solve.