"Not wealthy first" to the abnormal development of the luxury market

The China Strategy Association research report shows that in 2010, the number of consumers in China who could easily purchase international brand-name cosmetics reached 250 million. Goldman Sachs’ latest consumer data in the Asia-Pacific region shows that almost all luxury brands that landed in China have achieved double-digit growth in 2010. The Chinese market has accounted for 15% of the global luxury consumer market, up from 3 in 2009. Percentage, LV who filled the street has been more to whom who is stupid...

Some Chinese people "not rich first"

The purchasing power of the luxury goods market has made Westerners excited about the astonishing purchasing power of Chinese consumers. This has made more and more Westerners excited and has become a contending group of luxury brands in various countries. The “China's 2010 Luxury Goods Market Survey” released by Bain Consulting shows that luxury suppliers have taken away from the pockets of Chinese people 68.4 billion yuan in the past year. The largest luxury goods sales in China are cosmetics, perfumes and personal care products. The Chinese spent *** 16.9 billion yuan on these three items. The second highest ranked watch is the total cost of 15.5 billion yuan.

It is reported that "new money" is the most solid supporter of the Chinese luxury goods market. After more than 30 years of reform and opening up, the birth of China’s new gentry was not more than a decade or two. The accumulation of wealth for these people can be called “the miracle of the world”. However, the quality did not increase year-on-year. The upstart ambience on the upstart still persisted.

China is an emerging luxury consumer market, and it is not surprising that it is full of upstarts. When most people do not understand luxury goods and follow the trend blindly, luxury goods in China are also bound to develop abnormally. .

The expansion of foreign luxury goods in the Chinese market stems from the fact that in 2004, China promised to join the World Trade Organization (WTO) and promised to implement the “Administrative Measures for Foreign Investment in Commercial Fields”. Foreign brands are no longer restricted by the opening of franchised stores, and agents have been recovered. Right, large-scale spread straight even flagship store. That year, Giorgio Armani of Italy entered China in a high-profile manner. In the following years, Patek Philippe and Rolex opened their stores in China. The flagship stores of the first-line brands also opened in Shanghai.

In 2010, it was the harvest year of major luxury brands. China has become Porsche's second largest market in the world, selling 14,785 cars a year. China is also the world's largest market for Cayenne models; it is still the luxury brand most wanted by Chinese consumers; Swatch in Switzerland (Swatch) Group's 2010 revenue and profit set a record...

"Vanity" is doubled to enlarge the famous American cultural critic Paul? Paul Fussell mentioned in his book “Class” that, in the West, members of the royal aristocracy in Europe are “visible top class” and each business owner is a “senior class”. Generally, traditional luxury brands have always guided consumption by the royal aristocracy, and the “proletariat” will “become a vanity with a luxury brand”. In China, this broad "vain" is doubled.

The China Brand Strategy Association research report shows that in 2010, there were 250 million people in China who had the ability to purchase international brand names. Bain Consulting's report predicts that the Chinese luxury goods market will reach an annual growth rate of 20%-35% in the next five years; the Ministry of Commerce predicts that by 2014, China will become the world's largest luxury goods market, accounting for the global total About 23%...

Luxury goods are located at the top of the commodity pyramid. This is a way of life and consumption that the elite elite can choose. In Western developed countries, luxury consumers only use their own 4% of wealth to buy, while China's luxury consumers, especially some young people, actually use 40% of their own income, or even more money to pursue. Even those rich Chinese who have the luxury of spending money on luxury goods, most of the luxury goods are still in the upstart stage.

The German, Christoph Daniel, who speaks fluent English and Chinese, is a Daimler-Benz company research liaison in China. He studied at Zhejiang University in 2002. He started to travel to and from China in 2004. In 2006, he officially became a wife in China. Settled in Shanghai and conducted in-depth research on the middle class and the rich in China. Jia Shide said that those rich people who are getting rich quickly in China want to spend part of their money to satisfy themselves and allow others to admit themselves, and buying luxury goods is a good way.

Jia Side has contacted many Chinese people. He feels that because Chinese people don't necessarily buy luxury goods as wealthy people, rich and white-collar workers have almost the same understanding of luxury goods stores. “For example, many Chinese people nowadays pay attention to the skin care of natural materials, but may only know that brands such as L'occitane have entered China’s official sales. Actually, brands like the German family (Dr. Hanschka) are the only ones in this field. Very good, and the price is not as expensive as the Chinese think."

On the other hand, some of China's richest people have also begun to become tasteful and low-key. Jia Shide knew such a group of people, luxury goods for them is no longer limited to, accessories, watches and cars and other people can see those. “For example, many Chinese people do not know Miele, the 100th-century kitchen appliance brand in Germany, and the brand’s items are tens of thousands, and they must have enough kitchens at home. If you ask for Miele, To give you an overall kitchen design, at least millions of dollars, but your family's kitchen is generally invisible, people who use Miele are often the real rich, and have passed the show stage. ”