2012 London Olympic Games has come to an end. According to statistics, the Olympic Games period, Chinese tourists make moves the most ostentatious, average each consumption as high as 203.04 pounds than in the next most the united Arab emirates was 10% higher than the tourists. Especially luxury consumption, Chinese visitors purchasing power is breathtaking, let suffered from the debt crisis of the European each big luxury brand earn piles. In the overseas luxury consumption declines in today, Chinese luxury consumption not do reverse increase.
Overseas luxury brands on the aim of "yellow skin.
Luxury is a kind of is beyond people survival and development needs, has the unique, rare and exotic characteristics of consumer products, are the necessaries of life. Luxury and ordinary consumer goods difference lies in: luxury has certain scarcity, high quality sex and symbolic. Therefore, luxury consumption and the level of economic development and economic strength are closely related.
Europe and the United States as the world's major luxury brands birthplace, and has long been the main force of luxury consumption. However, in recent years, with the global economic slowdown, Europe and the United States and other developed countries consumption level had a descending trend, especially for luxury consumption demand is decreased. On the contrary, China has gradually become the most rapid global luxury consumption growth of the country. According to McKinsey, a consultancy in March 2011 report predicts that China's consumers in luxury spending on grew by 18% a year, to 2015 us dollars, at the appointed time will be the first in the world.
Especially with the rapid growth of overseas tourism in China, to overseas buy luxury goods has become the important goal of the Chinese tourists. Chinese tourists strong purchasing power make travel agency in circuit design do not hesitate to join the shopping a, France lafayette, Paris spring etc gathered many international luxury brands a line of shopping place, has become the necessary land Chinese tourists.
The big money is to show off
Why do Chinese people have a special liking for luxury so? In fact, along with our country economy level enhancement, People's Daily consumer demand is not only satisfied with the basic function, and more to pay attention to quality, brand and additional functions. Have high not and luxury goods has become a lot of People's Daily supplies, into the ordinary people's life.
According to the survey, more than 70% of Chinese luxury consumer thinks, luxury is instead of traditional gift social tool, but also reflect the value of personal social tough label, more and more young people to follow the mainstream trend psychology, prompted the Chinese luxury consumer is younger, and buy luxury goods completely out of the brand of self love, paying more attention to the brand culture and designers idea consumers accounted for only a few. This "superficiality consumption psychology", pay attention to is luxury brand value and surface effect, and does not pay attention to the goods itself value in use, it is to let others know luxury given his social value, mutual to luxury to bandwagon and prove his wealth ability and social status. "Consumers to buy luxury goods in our country the main motivation is to show off to reveal status and gain vanity and satisfaction." By the Chinese academy of social sciences financial strategy institute associate research fellow in shaoxing China said, China's luxury consumers in the average age of 25 to 35 years old, and the developed countries luxury consumers' average age at 40-70 years old, the pursuit of quality and enjoyment and self award has become one of the country's consumer's intrinsic motivation, but "showing off" is still promote key elements of luxury consumption.
Change the "little rich and that of consumption
Whether thousands of yuan of designer clothes, bags, or millions of yuan's top sports car, each a luxury brand earnings growth with Chinese consumers behind the great contribution. The world's largest luxury car maker BMW to Chinese market depends on more significant than ever before, and this year may BMW sales in China rose 31.5% year-on-year, 4 months year-on-year increase of 30.8%. BMW said, this year the first five months BMW car series in China's total sales for more than 135000 vehicles, or 34.4%.
However, in the global financial crisis under the background of the luxury in overseas of consumption, but in China coin money. This kind of situation can explain China has very rich, consumption level has been improved a lot? KPMG issued by the Chinese luxury report shows that Chinese consumers' overall rich degree is not high, most of the consumption focus on clothing, perfume, watches and personal supplies, belongs to the commodity drive type consumption. In developed countries, people will be 4% of the income used to buy luxury goods, while in our country, many consumers use the income 40% or more to buy luxury goods. In other words, our country did not have many consumers of luxury consumption rich condition, but in some luxury consumption.
Luxury consumption has been seriously distorted, blind chase after hold in both hands and brand hunger marketing under the dual factors, to make the China is now the world's second largest luxury consumption great nation status. Therefore, we should set the health concept of consumption, and guide people reasonable consumption. In shaoxing China says, want to change is little rich and luxurious consumption, reduce beyond their own economic capacity of luxury consumption, improve the necessary consumption behavior constraints and risk control ability; At the same time, improve the luxury consumer grade, promote luxury consumer positive social responsibility, active undertake to public welfare undertakings, and make the wealth gain greater external effect.
