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Luxury spending prevails in China's main population 20 to 40 years of high income
In 1854, when a young French boy Louis Vuitton founded his own baggage business in Paris with his own name, he could not have predicted that his product would become the exclusive queen of Napoleon and would become a representative of later generations of luxury goods. When Louis Vuitton's largest flagship store is about to open in Tokyo, waiting for more than 1,000 Japanese in front of the door, and some even with sleeping bags and food - they waited two days and two nights, just to be able to become The first time a hundred years into the mall, luxury has long been out of the hands of a handful of French aristocracy, into ordinary people. To this day, the luxury economy has become an indispensable part of the world market. Luxury is defined internationally as 'a kind of consumer goods that is unique, scarcity and exotic beyond the scope of people's survival and development. 'They are not necessities of life, but can meet people's special psychological needs. The origin of luxury goods in France goes back to the reign of Louis XIV during the 17th century. At that time, France was the most powerful country in Europe. The court life in France began to reveal the clue of extravagance and lust. Luxury goods came into being in France. In the late 19th century, the French, textile, perfume manufacturing and winemaking technologies that just finished the second industrial revolution were maturing. A series of French luxury brands began to appear in the 1980s. The scale of the luxury goods production led to a decline in its prices. Ordinary French people began to enter the luxury goods store has never been involved. Can not afford Christine Dior costumes, at least have to buy a bottle of this brand of perfume. Can not afford to buy Pierre Cardin suit, at least have to buy a tie of this brand. This 'luxury wind' has also been scraping the world behind every sought after luxury brand, often hidden for some time in history. After the assassination of President Kennedy, lying on the pink Chanel suit of Jacqueline; Louis Vuitton's significance for the Queen of Napoleon may be love necklace gold fake more important than Napoleon; CDNEWLOOK series use tens of meters of advanced retro fabrics, creating a beautiful Lun However, after experiencing its initial frenzy, the French began to experience an unprecedented sense of emptiness and began to ponder over the importance of luxury goods to them fake love pendant Sex. Into the 21st century, the French luxury consumption has been completely 'fever', the French people began to take a rational, mature attitude to the luxury Champs Elysees in Paris, high-end clothing and perfumes. Among the patrons of this high street luxury store, there are very few French now. The staff in these stores also seem to seldom use French, English, Russian or even Chinese as their main working language. French people occasionally visit the perfume shop here, but unlike foreign customers, the standard of choice for perfumes is not a sign, but whether the smell of perfume is right for them. Expensive table enthusiasts, collectors are often on the age of people, quite a culture. Eyes swept each other's wrist, knowing each other a smile. Hundreds of thousands of francs to buy is this luxury is also a cultural phenomenon, need time accumulation, literacy influence. Not spend a lot of money can improve the quality. Brand does not mean elegant, does not mean fun. Known as the first chef in France, Bernard Loutvarzo prepares various banquets for customers of different tastes and tastes. He said: 'If you just want luxury luxury blind pursuit, luxury no doubt.'
Today, most of the luxury goods industry giants have undergone changes in management and administration, abandoning their past-style and family-style management models and introducing professional managers like Dominique Deisso, the current president of Gucci Group. As soon as these new CEOs took office, they set out to conduct a large number of brand mergers and acquisitions and build large-scale luxury goods business groups, showing a large group of business management skills. But in fact, some high-end positioning of luxury goods but under the management of this trend gradually inclined to the mass market, and thus out of the greenhouse, began to withstand the vagaries of the gold love necklace fake market in order to pursue new customer sources, faster Growth and higher returns, including luxury-industry giants such as Louis Vuitton's LVMH, Prada and Gucci groups, are home to many of the world's top brands, but almost every single one Rely on one of the most well-known brands for profitability. Putting financial and human resources into relatively more well-known and more competitive brands is indeed a more manageable way of ensuring profitability. However, the desire of enterprises to expand can easily lead to abuse of the brand, but reduce the brand's position in people's minds. With economic globalization and the continuous improvement of information network, the competition for 'ordinary products' market is increasingly fierce, the price The expensive 'luxury' in the infuriating height, inevitably will fling this footing in full swing in the market. However, when the hot air really escaped, the 'luxury' of the high life seems to be a little hesitant. In addition, as the British 'Economist' magazine pointed out, a new type of luxury consumer community is growing all over the world . They may be average assets, but will go to enjoy luxury goods. They can spend $ 500 to buy a Gucci handbag, will only pay $ 10 in the ordinary clothing chain pick a headdress. Joseph Schumpeter once said in Socialism, Capitalism and Democracy: 'The so-called economic development is that the stockings worn by the Queen are generally affordable for the factory women workers.' In his words, 'General factory women workers 'With the desire to wear a pair of' Queen 'stockings, but also occasionally buy a pair of wear the financial resources. As a result, the production of 'stockings' boss mobilized how to attract more 'women workers' brains Gucci watch company introduced a popular price of 65 pounds bracelet. However, the company's marketing manager, Felipe Alinske obviously did not like the product: 'It's not worth the price!' In fact, most 'women workers' Show enough loyalty. As a result, there is no 'queen' -like financial resources, and second, 'women workers' want to receive commensurate qualities after paying high enough prices. The face of such a 'queen' fixed, but also quite picky consumer attitudes, used to the high-end line of the luxury goods industry is prone to 'insurgency' reluctance. And even sought after by 'women workers', 'stockings' are still full of concerns. In the past decade, Gucci sunglasses, Prada handbags and Louis Vuitton bags have almost become necessities for thousands of middle-class buyers, the most extreme example being that for some time in Japan, almost every woman owned one Louis Vuitton handbags. Bernard Arnault, president of LVMH, could not help but show his concern about the industry's development trend: 'In the late 1990s, some brands thrived after becoming symbols of showmanship and fashion.From the rich Fame on the list of products fell out into a popular luxury part.
However, blindly adhere to the high-end line, it may not be able to make the brand enduring, the decline of the Rolls-Royce dynasty is a warning. It can be said that there has never been an era that has created wealth, renewed concepts and reshaped the market as rapidly as it is now. The dilemma of the luxury goods industry may be a good mirror: you can shout 'let the market speak,' but with each rising sun, do you know what the market is like today?
'China has become the world's third largest consumer of luxury goods, second only to the United States and Japan .20 to 40 years old, the annual income of 240,000 yuan is the main consumer of luxury goods, the number of this group of about 10 million people report Released a set of figures: At present, China's luxury goods market annual sales of more than 2 billion US dollars; 2015 sales will exceed 11.5 billion US dollars, when Chinese consumers will be as influential as Japanese consumers, luxury goods consumption The total will account for 29% of the world In fact, since mid-May this year, various activities related to 'luxury' will frequently visit China.May 18, the first international top fashion brand industry summit held in Shanghai; June , Fashion big big PRADA fashion show debut in Shanghai Peace Hotel; more striking is that the global luxury event - annual top international luxury goods exhibition held in Monaco will also be in Shanghai in October this year, pull again Open the luxurious curtain In the current per capita GDP is only about 8,000 yuan in China, we really have ushered in the 'luxury era' yet?
According to figures released by the China Brand Strategy Association, 17.5 billion consumers in China are capable of purchasing various brands of luxury goods, accounting for 135% of the total population. Of these, 10 to 13 million people are active luxury purchasers. The products they buy mainly include personal accessories such as watches, purses, cosmetics, fashion and jewelry. The association also said that some of these groups have an annual income of 240,000 yuan and deposits ranging from 300,000 yuan to 500,000 yuan. According to Ernst \u0026 Young's survey, we can find that Chinese luxury consumers fall into two main categories. One is the wealthy consumers, who like to avoid crowds, the pursuit of personalized service, frequent visits to luxury retail stores, purchase the latest and most popular products, generally do not consider the price problem; one is white-collar office workers, of which outside The most typical employees of a company, they spend a full month's salary to buy a product. The age of these consumers is about 20 to 40 years of age; and luxury consumers in Europe and America more than the age of 40 to 70 years old. In contrast, the Chinese luxury goods consumer is quite young report also pointed out that China's luxury goods market is still in its infancy. Compared with the mature markets in Europe and the United States, there are significant differences in the consumption patterns of luxury goods in the Chinese market. In China, the consumption of luxury goods is still mostly product-oriented, that is, consumers are pursuing the latest series or products. Consumers in mature markets prefer respected experiences such as luxurious vacations or time-honored services such as home delivery services. In mature markets such as the United States, luxury is everywhere, and in the supermarket, people can even buy the best food. In China, purchasing luxury goods represents wealth and social status. Unlike China, it is very difficult for the United States and Europe to judge their wealth on the basis of buying behavior, because almost everyone here has the ability to buy some luxury goods. China's luxury market is still years to reach its equivalent level In April this year, standing in the Etro boutique Beijing Palace Hotel, the second time in 30 years to China's Italian luxury goods group Etro founder GimmoEtro, is to use 'shock' and 'crazy' to express their inner feelings. China's strong economic growth rate, the growing wealthy class and a vast market with a population of 1.3 billion have all alarmed and crazed all the luxury goods manufacturers. More importantly, they seem to touch the mentality of Chinese consumers - 'conditional buy, no conditions to create the conditions to buy.'
'Sex and the City,' where there is a line, said, 'When I have that day, I really come true.' Professor Gu Xiaoming, a sociologist gave luxury goods to the Chinese white-collar workers made a comic note: 'The so-called white-collar workers They are earners with white-collar wages. They work tirelessly and work in a sub-healthy state for a long time. Their hard-earned income is only used to change their identity symbols. '
Behind the luxury story also reflects the luxury goods manufacturers in China strategy. Some people say that 'China will become the next life-saving straw luxury brand.' Omega's current love pendant fake sales in mainland China has accounted for the first place in its global sales. Bentley has also created three records in China: total sales in the Asia Pacific region, sales growth in the world, Bentley 728 sales in the world. For the global luxury goods industry, which is gradually entering the winter in Europe, the temptation of China can be imagined. So far, almost all of the world's top brands have outlets in China. Many first-tier brands have no choice but to gain a firm foothold in China as soon as possible However, some experts predict that for many years to come, the Chinese luxury market will only give way to foreign giants. Because in the luxury market, China has yet to form a homegrown luxury industry that can compete with it. Luxury goods are entirely born under the European cultural background. At present, we do not yet have a genuine brand to compete with. In addition, these products pay attention to the 'European originality', and there is not much possibility of producing and processing in the Mainland. 'China will become the next life-saving straw for luxury brands.' By now, almost all the world's top brands are set up in China A branch. Many first-tier brands at the expense of the blood should have a firm foothold in China in the face of such a situation, local companies did not give up efforts, some people eyeing the brand agency. In Hong Kong, the brand agency industry is a very mature industry. Many well-known brands and agents sold in the Mainland are also mostly Hong Kong businessmen. Such as Hong Kong-owned department store Lane Crawford, at the same time is still a lot of internationally renowned brand agents. However, the retail enterprises in the Mainland have not yet fully realized this business opportunity.In modern times More people Will be choose fake cartier love braceletdiamonds on
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In 1854, when a young French boy Louis Vuitton founded his own baggage business in Paris with his own name, he could not have predicted that his product would become the exclusive queen of Napoleon and would become a representative of later generations of luxury goods. When Louis Vuitton's largest flagship store is about to open in Tokyo, waiting for more than 1,000 Japanese in front of the door, and some even with sleeping bags and food - they waited two days and two nights, just to be able to become The first time a hundred years into the mall, luxury has long been out of the hands of a handful of French aristocracy, into ordinary people. To this day, the luxury economy has become an indispensable part of the world market. Luxury is defined internationally as 'a kind of consumer goods that is unique, scarcity and exotic beyond the scope of people's survival and development. 'They are not necessities of life, but can meet people's special psychological needs. The origin of luxury goods in France goes back to the reign of Louis XIV during the 17th century. At that time, France was the most powerful country in Europe. The court life in France began to reveal the clue of extravagance and lust. Luxury goods came into being in France. In the late 19th century, the French, textile, perfume manufacturing and winemaking technologies that just finished the second industrial revolution were maturing. A series of French luxury brands began to appear in the 1980s. The scale of the luxury goods production led to a decline in its prices. Ordinary French people began to enter the luxury goods store has never been involved. Can not afford Christine Dior costumes, at least have to buy a bottle of this brand of perfume. Can not afford to buy Pierre Cardin suit, at least have to buy a tie of this brand. This 'luxury wind' has also been scraping the world behind every sought after luxury brand, often hidden for some time in history. After the assassination of President Kennedy, lying on the pink Chanel suit of Jacqueline; Louis Vuitton's significance for the Queen of Napoleon may be love necklace gold fake more important than Napoleon; CDNEWLOOK series use tens of meters of advanced retro fabrics, creating a beautiful Lun However, after experiencing its initial frenzy, the French began to experience an unprecedented sense of emptiness and began to ponder over the importance of luxury goods to them fake love pendant Sex. Into the 21st century, the French luxury consumption has been completely 'fever', the French people began to take a rational, mature attitude to the luxury Champs Elysees in Paris, high-end clothing and perfumes. Among the patrons of this high street luxury store, there are very few French now. The staff in these stores also seem to seldom use French, English, Russian or even Chinese as their main working language. French people occasionally visit the perfume shop here, but unlike foreign customers, the standard of choice for perfumes is not a sign, but whether the smell of perfume is right for them. Expensive table enthusiasts, collectors are often on the age of people, quite a culture. Eyes swept each other's wrist, knowing each other a smile. Hundreds of thousands of francs to buy is this luxury is also a cultural phenomenon, need time accumulation, literacy influence. Not spend a lot of money can improve the quality. Brand does not mean elegant, does not mean fun. Known as the first chef in France, Bernard Loutvarzo prepares various banquets for customers of different tastes and tastes. He said: 'If you just want luxury luxury blind pursuit, luxury no doubt.'
Today, most of the luxury goods industry giants have undergone changes in management and administration, abandoning their past-style and family-style management models and introducing professional managers like Dominique Deisso, the current president of Gucci Group. As soon as these new CEOs took office, they set out to conduct a large number of brand mergers and acquisitions and build large-scale luxury goods business groups, showing a large group of business management skills. But in fact, some high-end positioning of luxury goods but under the management of this trend gradually inclined to the mass market, and thus out of the greenhouse, began to withstand the vagaries of the gold love necklace fake market in order to pursue new customer sources, faster Growth and higher returns, including luxury-industry giants such as Louis Vuitton's LVMH, Prada and Gucci groups, are home to many of the world's top brands, but almost every single one Rely on one of the most well-known brands for profitability. Putting financial and human resources into relatively more well-known and more competitive brands is indeed a more manageable way of ensuring profitability. However, the desire of enterprises to expand can easily lead to abuse of the brand, but reduce the brand's position in people's minds. With economic globalization and the continuous improvement of information network, the competition for 'ordinary products' market is increasingly fierce, the price The expensive 'luxury' in the infuriating height, inevitably will fling this footing in full swing in the market. However, when the hot air really escaped, the 'luxury' of the high life seems to be a little hesitant. In addition, as the British 'Economist' magazine pointed out, a new type of luxury consumer community is growing all over the world . They may be average assets, but will go to enjoy luxury goods. They can spend $ 500 to buy a Gucci handbag, will only pay $ 10 in the ordinary clothing chain pick a headdress. Joseph Schumpeter once said in Socialism, Capitalism and Democracy: 'The so-called economic development is that the stockings worn by the Queen are generally affordable for the factory women workers.' In his words, 'General factory women workers 'With the desire to wear a pair of' Queen 'stockings, but also occasionally buy a pair of wear the financial resources. As a result, the production of 'stockings' boss mobilized how to attract more 'women workers' brains Gucci watch company introduced a popular price of 65 pounds bracelet. However, the company's marketing manager, Felipe Alinske obviously did not like the product: 'It's not worth the price!' In fact, most 'women workers' Show enough loyalty. As a result, there is no 'queen' -like financial resources, and second, 'women workers' want to receive commensurate qualities after paying high enough prices. The face of such a 'queen' fixed, but also quite picky consumer attitudes, used to the high-end line of the luxury goods industry is prone to 'insurgency' reluctance. And even sought after by 'women workers', 'stockings' are still full of concerns. In the past decade, Gucci sunglasses, Prada handbags and Louis Vuitton bags have almost become necessities for thousands of middle-class buyers, the most extreme example being that for some time in Japan, almost every woman owned one Louis Vuitton handbags. Bernard Arnault, president of LVMH, could not help but show his concern about the industry's development trend: 'In the late 1990s, some brands thrived after becoming symbols of showmanship and fashion.From the rich Fame on the list of products fell out into a popular luxury part.
However, blindly adhere to the high-end line, it may not be able to make the brand enduring, the decline of the Rolls-Royce dynasty is a warning. It can be said that there has never been an era that has created wealth, renewed concepts and reshaped the market as rapidly as it is now. The dilemma of the luxury goods industry may be a good mirror: you can shout 'let the market speak,' but with each rising sun, do you know what the market is like today?
'China has become the world's third largest consumer of luxury goods, second only to the United States and Japan .20 to 40 years old, the annual income of 240,000 yuan is the main consumer of luxury goods, the number of this group of about 10 million people report Released a set of figures: At present, China's luxury goods market annual sales of more than 2 billion US dollars; 2015 sales will exceed 11.5 billion US dollars, when Chinese consumers will be as influential as Japanese consumers, luxury goods consumption The total will account for 29% of the world In fact, since mid-May this year, various activities related to 'luxury' will frequently visit China.May 18, the first international top fashion brand industry summit held in Shanghai; June , Fashion big big PRADA fashion show debut in Shanghai Peace Hotel; more striking is that the global luxury event - annual top international luxury goods exhibition held in Monaco will also be in Shanghai in October this year, pull again Open the luxurious curtain In the current per capita GDP is only about 8,000 yuan in China, we really have ushered in the 'luxury era' yet?
According to figures released by the China Brand Strategy Association, 17.5 billion consumers in China are capable of purchasing various brands of luxury goods, accounting for 135% of the total population. Of these, 10 to 13 million people are active luxury purchasers. The products they buy mainly include personal accessories such as watches, purses, cosmetics, fashion and jewelry. The association also said that some of these groups have an annual income of 240,000 yuan and deposits ranging from 300,000 yuan to 500,000 yuan. According to Ernst \u0026 Young's survey, we can find that Chinese luxury consumers fall into two main categories. One is the wealthy consumers, who like to avoid crowds, the pursuit of personalized service, frequent visits to luxury retail stores, purchase the latest and most popular products, generally do not consider the price problem; one is white-collar office workers, of which outside The most typical employees of a company, they spend a full month's salary to buy a product. The age of these consumers is about 20 to 40 years of age; and luxury consumers in Europe and America more than the age of 40 to 70 years old. In contrast, the Chinese luxury goods consumer is quite young report also pointed out that China's luxury goods market is still in its infancy. Compared with the mature markets in Europe and the United States, there are significant differences in the consumption patterns of luxury goods in the Chinese market. In China, the consumption of luxury goods is still mostly product-oriented, that is, consumers are pursuing the latest series or products. Consumers in mature markets prefer respected experiences such as luxurious vacations or time-honored services such as home delivery services. In mature markets such as the United States, luxury is everywhere, and in the supermarket, people can even buy the best food. In China, purchasing luxury goods represents wealth and social status. Unlike China, it is very difficult for the United States and Europe to judge their wealth on the basis of buying behavior, because almost everyone here has the ability to buy some luxury goods. China's luxury market is still years to reach its equivalent level In April this year, standing in the Etro boutique Beijing Palace Hotel, the second time in 30 years to China's Italian luxury goods group Etro founder GimmoEtro, is to use 'shock' and 'crazy' to express their inner feelings. China's strong economic growth rate, the growing wealthy class and a vast market with a population of 1.3 billion have all alarmed and crazed all the luxury goods manufacturers. More importantly, they seem to touch the mentality of Chinese consumers - 'conditional buy, no conditions to create the conditions to buy.'
'Sex and the City,' where there is a line, said, 'When I have that day, I really come true.' Professor Gu Xiaoming, a sociologist gave luxury goods to the Chinese white-collar workers made a comic note: 'The so-called white-collar workers They are earners with white-collar wages. They work tirelessly and work in a sub-healthy state for a long time. Their hard-earned income is only used to change their identity symbols. '
Behind the luxury story also reflects the luxury goods manufacturers in China strategy. Some people say that 'China will become the next life-saving straw luxury brand.' Omega's current love pendant fake sales in mainland China has accounted for the first place in its global sales. Bentley has also created three records in China: total sales in the Asia Pacific region, sales growth in the world, Bentley 728 sales in the world. For the global luxury goods industry, which is gradually entering the winter in Europe, the temptation of China can be imagined. So far, almost all of the world's top brands have outlets in China. Many first-tier brands have no choice but to gain a firm foothold in China as soon as possible However, some experts predict that for many years to come, the Chinese luxury market will only give way to foreign giants. Because in the luxury market, China has yet to form a homegrown luxury industry that can compete with it. Luxury goods are entirely born under the European cultural background. At present, we do not yet have a genuine brand to compete with. In addition, these products pay attention to the 'European originality', and there is not much possibility of producing and processing in the Mainland. 'China will become the next life-saving straw for luxury brands.' By now, almost all the world's top brands are set up in China A branch. Many first-tier brands at the expense of the blood should have a firm foothold in China in the face of such a situation, local companies did not give up efforts, some people eyeing the brand agency. In Hong Kong, the brand agency industry is a very mature industry. Many well-known brands and agents sold in the Mainland are also mostly Hong Kong businessmen. Such as Hong Kong-owned department store Lane Crawford, at the same time is still a lot of internationally renowned brand agents. However, the retail enterprises in the Mainland have not yet fully realized this business opportunity.
The Wall