China'S Luxury Consumption Has Been Picked Up From Dolls.

A famous financial scientist has said that "the Chinese luxury market is the 3 generation market, one is rich, and the whole family is a family."

Almost all luxury stores around the world can see Chinese tourists rush to buy.

Ouyang Kun, a China Representative Office of the World Luxury Association and the official publisher of the World Luxury Association, told reporters that China's luxury consumer groups are getting younger and younger. According to a recent report released by the World Luxury Association, it is estimated that by 2012, China's luxury consumption will reach more than 14 billion 600 million dollars, and will surpass Japan as the world's largest luxury consumer.

The strong return of China's economic growth, especially the recovery of consumer spending, has encouraged the major international luxury brands.

In view of this, the major international luxury brands have increased investment in China's luxury consumer market.

How to seize the luxury consumer market in China as far as possible is a major issue for all well-known luxury brands.

In addition to planning to open more stores in China and launching special research and development of products with Chinese elements and construction of online outlets for luxury customers in China, operators have begun to start with the consumer groups and develop "scout troop" for luxury consumption.

The well-known luxury brands have begun to grab the Chinese consumer market from the Chinese dolls.

For example, Gucci launched a schoolbag specially designed for Chinese students to attract these high-end high-end consumers.

These are unimaginable in the European and American markets.

Indeed, such a phenomenon began to appear around us, and many 00 began to follow the footsteps of luxury goods.

There was a video on the Internet some time ago, in which a seven year old girl was on sale in flea market, including second-hand Bobbi, Prada, LV, Gucci bags.

This is a very noticeable anomaly. In developed countries, most of the luxury consumers are from 40 to 70 years old, because social wealth is mainly concentrated in these people.

In China, this age group is greatly advanced. The main consumers of luxury goods are 25 to 45 years old, mainly "two generation". They pursue luxury goods in order to show their individuality and identity in order to attract the attention of the society.

These are the parents of the "two generation generation" who are deeply influenced by luxury products and even affect their children.

"Now children's comparisons are getting more and more intense. Many parents are too embarrassed to pick up children if they don't drive enough.

This phenomenon is ironic. China is already an extremely materialized society, and luxury brands also use the products aimed at teenagers only to "curry favor" with China's future luxury consumers.

If the child starts contacting the brand from the age of 10, he will spend at least twenty or thirty years, which is a very worthwhile customer for luxury goods.

Ouyang Kun said.

"A big factor in the younger generation of luxury goods is the comparison between the rich two generation and the rich three generation.

In Europe and America, few parents buy their children extravagant consumer goods.

China's rich are different. They want their children to enjoy them.

Whether or not Chinese people buy luxuries is not dependent on their income and age, but on their consumption psychology. "

Children are ignorant of their behavior. They are good at imitating their parents, and they are easily influenced by their surroundings.

Children's pursuit of luxury and comparisons are a microcosm and reflection of their surroundings.

It is undeniable that because of the lack of stable values in the heart, Chinese consumption luxuries are indeed in a state of imitation and follow suit, not the pursuit of quality of life.

In developed countries in Europe and America, luxury consumption is mainly due to actual consumption rather than showing off wealth. In their view, luxuries are not a necessities of life. Luxury represents a kind of life attitude and an elegant temperament. They pay more attention to the connotation of luxury culture and art design, instead of thinking that you have the brand that ordinary consumers can't own, and you can be seen differently.

But luxury consumers in China buy luxury goods just to have a luxury. Brand culture is not important, let more people know that it is luxury goods, the biggest selling point is "must be the luxury goods recognized in the circle."

Although these malformed consumption concepts do not represent the mainstream of luxury consumption in China, their negative guiding role should not be underestimated.

Luxury can be and luxury can not be long.

With the continuous development of the economy, the psychological pleasure of consumption is decreasing.

We should guide our luxury consumers to establish a correct view of consumption, especially the correct guidance of children's luxury consumption concept, so that they can establish healthy and upward consumption concept from childhood.

Guiding luxury to positive consumption is a major driving force for promoting social and economic development.

Are luxuries bought in China "rich two generation"? In fact, a large proportion of them do not earn enough money or even earn no income (student population or gnawing old people), but they will take advantage of the advanced consumption mode (credit card overdraft) or borrow money, and they will spend thousands of dollars saved after earning a few months' savings to buy thousands of famous brand bags at the famous brand store, then carry the bag to the crowded bus.

For example, some white-collar workers who have just started their jobs spend thousands of yuan to buy brand-name cosmetics every month.

Other consumers will buy some cheaper accessories to find their feelings, such as ties, wallets, belts and so on, implying that they are also a member of the top consumer class. There is no shortage of "moonlight clan" in the Chinese consumer market.

No money, even a fat face, which is totally a kind of abnormal consumption.

I am not too old, and there are many young friends who pursue famous brands around me. But I do not think that I am disgraced if I do not wear famous brands, nor do I think those who use luxury goods are superior.

I also know some friends who have more strength. They do not pursue famous brands and dress comfortably.

I think many wealthy people are confident enough because they are not afraid of others being mistaken for money.

On the contrary, those who are not strong enough to decorate themselves with famous brands are actually vanity.

The funny thing is that even if they buy a real brand bag to squeeze a bus, others will think it is a counterfeit bought by Taobao.

Is it good or bad for young people to consume luxury goods? Luxury of symbolic status may become the driving force of young people's struggle and urge them to work hard.

But do not want to work hard, but want to draw a shortcut, no effort to gain, will inevitably take risks and pay the price.

The constant demand for parents has also increased the burden on families, leading to consumption and debt.

Ouyang Kun said: "there are two important needs to guide the development of luxury demand - the demand for personalized needs and the need to treat ourselves well."

Ouyang Kun told reporters that "we should pay more attention to creativity and individuality for luxury goods."

It is not a scarce, expensive, luxury product. It is worth pursuing crazily. An international luxury brand product, besides its high price and few people, its brand culture, history, concept, personality, art design and other aspects are the added value of its own over production cost. Its numerous personalities and cultural ideas are its luxury. This is something we should pay more attention to.

Instead of having a huge LOGO or a long string of zero price tags.

Besides, luxury experience and meticulous service should also be considered and concerned.

For China, the true meaning and spirit of popularizing luxury goods still go through a long period.

For Chinese consumers, their enthusiasm for luxury goods will continue for a period of time. From blind to rational consumption, they still need to grow. The meaning of luxury will also shift from flaunt wealth to richer connotation.

We should learn to appreciate the spiritual improvement brought by luxuries.

Starting from the children, leading the concept of luxury consumption in China has gradually completed the pition from irrational to rational.