China’s new rich are too nervous to face fashion
Directed by Jia Zhangke, said: “I am in Chengdu, Pai Pianzai saw many girls wore designer clothes, belts, bags and T shirt are the LV, are filled with Logo. Chinese consumers are still too tense face of fashion.” Chengdu is not just now , walking in any one city, even second and third line cities, to arm themselves with the luxury of the people are everywhere.
A new definition of the new-rich class
“China’s luxury goods to heat up, does exist ‘Hyun-fu’, ‘utilitarian’ and so on. But the fundamental driving force, but also in the continuous improvement of people’s income level.” Shanghai Fudan University, assistant professor of marketing, the international luxury goods company consultants Lu analyzed that “luxury primary customer base is China’s new rich, China’s new rich, mostly after 30 years of reform and the rapid completion of the accumulation of life first bucket of gold, which have considerable spending power of luxury.”
New rich class in China’s rapid rise is an indisputable fact. China is also seen as the future of luxury goods consumption, the biggest potential market.
Long been engaged in fashion and luxury brands research Lu, recently hosted by the Shanghai Fudan University School of Management launched the “new rich class research” project. In this project, Lu and his team for the new rich class has the following definition: It is “25-50 years” between the “entrepreneurial type”, “knowledge-based”, “investment-type”, “Talent-type” successful people, They do not necessarily have access to higher education do not necessarily match the so-called “three highs” (high education, high income, high social) status of the standard. Among them, the annual income of 100 million Yuan or more, about 5 million people, the annual income of 30 million to between 1 million yuan, about 50 million people.
“They are not just concentrated in traditional urban centers such Jinghu Sui, Shanxi, Fujian, Yangtze River Delta, Northeast … … a lot of the rise of Asian economic circle, have given birth to different lifestyles and consumption tend to vary region-based new rich. “In nearly a year after the mission, Lu hopes to draw one of China’s new rich class picture of luxury goods.
Luxury is a status symbol
“64% of Chinese consumers that the luxury brand stands for success, only 1% of people will be synonymous with luxury as superficial.” After market research, the Lu found some interesting conclusions. For example: the brand new rich class is very admired, are willing to buy luxury brands, they have little understanding of luxury brands, most but not blindly follow advertising.
As a result, we can not wonder why these luxury brands more attractive to the eye: The reason is that they are more frequently appear in TV or fashion magazines, such as Rolex (Rolex), Cartier (Cartier), Hermes (Hermes ), Chanel (Chanel), Montblanc (Mont Blanc), Gucci (Gucci) … … “From one aspect, said the new-rich class luxury consumer attitudes are not based on their own preferences, but to go along with propaganda.”
Might also interpret it this way, the new rich class has just been an influx of luxury brands for a lack of understanding and follow us along at least safe and would not Luqie.
Today, already one of the middle class advertising agency chiefs Zhou Despite frequent contact with fashion circles, but for luxury spirit, insight has been stuck in the last century. He did not understand a mere one belt, why Armani belt will be able to sell on the yuan. Doubts return doubts, he will still choose to buy the well-known brand of shirt or tie. Occasionally, double those well-made men’s magazine, though the album on which Tong Shen brand seriousness of the success of male delegate to scoff, but also admit that their clothes are truly a chosen template.
The luxury brand’s line of caps set on the body is not a popular, fashion luxury brand with a family the courage to mix and match clothes on the streets to challenge their own fashion sensitivity. For example Ann, Beijing Foreign Studies University English major 8 results let her into a well-known food companies in the United States, the biennial training opportunities to go abroad to give her enough time to cultivate a good grounding in their own fashion. “I do not full worship of luxury goods, I just choose their favorite. But secretly surging between women’s vanity, and sometimes also affect their choice.” She will be in the North Sea near the corner store to choose some for their own clothes at the same time with a Hermès bag, Ms. Cartier watch-they’re starting to show their elegant taste.
Male Consumption Age
Women used to be the main target of the luxury brand marketing, they are diamonds in the face of the temptation of Chinese clothes are often easily excited. Men have always been regarded as “producers” have been ignored, but now this phenomenon as the “neutral era” come gone. Men are beginning to chase fashion T Taiwan, began to take care of themselves and look at the public gaze has become extremely critical of their own.
Business on the streets around the trendy pop up like some people: they dressed in Paul Smith’s color stripes T-shirt, wore a few hundred dollars to build elaborate hairstyle, shuttling among a variety of boutique clothing stores. They never evaded a variety of reflective objects in public places, and often in time to seize this opportunity to “self-improvement.”
So, most men can understand Professor Lu Xiao luxury consumer survey reports that 64% of the huge ranks of colleagues. They are not necessarily maintained on a certain brand loyalty to the continued attention, and more concerned about is that it leads in the end the number of trends, they are not necessarily aware of this specific brand and the brand Peter surprise, more concerned with the two prices, and a majority would choose the slightly more expensive kind.
It also recruited a “new rich class research” project to draw another conclusion: that the new rich class luxury brand is a symbol of strength, is the performance of successful people; luxury is the quality of life is all about.
Progressive style of living
What is luxury? This definition is the eyes of the beholder, the wise views about that. For a monthly salary of 8,000 yuan of earners, the use of a few months salary to fly to England to enjoy a tailored suit and were greeted by the Royal is a luxury; for a boss is sitting on 100 million of assets is concerned, have their own dedicated aircraft, enjoy the U.S. president “Air Force One” service might be called a luxury. Professor Lu Xiao accordance with the definition of the “new rich class” income, the scope of its luxury threshold has also been considerable.
Wu Yue, director of the Louis Vuitton Group, China held the first in a recent luxury Shanghai Forum, said: “China’s luxury consumers and abroad, is different, the age of 20 to 40 years old, while foreign customers 40 to 60 years old. China has undergone enormous changes, which will confuse people’s eyes. Chinese consumers is still very young, they have been living in the era of rapid economic growth. the large number of people of this generation, but also very smart, they are leading many change. so do not rush to the conclusion the characteristics of luxury goods to consumers. ”
But perhaps some people’s point of view can give us lessons. The creation of Yue-Sai brand fashion beauty Daren Yue-Sai Kan that the “luxury” must be something special, there must be quality, but also coming up. For example it experienced a long history, need for fine hand, the world’s only this one and so on. “Encounter like this is fate, not to mention being bought a less one, will no longer have, this is possible is called a luxury I have in mind.” Yue-Sai Kan that can bulk copy , then expensive, can not be considered a luxury.
Yue-Sai Kan home of a royal family in India using silver furniture is a luxury that she often talked about. “At that time I have been to almost all over the world and seen many beautiful things, but I think they are the most beautiful I have never seen one of the things.” So, she customized a few pieces by the famous Maharajas studio with the supervision of manufacturing.
The upper of the teak furniture on the sculpture, and then covered the surface of real silver, silver in order to ensure the purity and brightness, while preventing the silver is oxidized, its silver as high as 93%, is “the royal family, the unique, exquisite can be handed down. “These lay the foundation for her luxury home in style.
Although the “new rich class research” project survey shows that more than 60% of the new rich class luxury consumption, there are conspicuous utilitarian, but resist the old-fashioned way for a luxury the luxury of a new force main is also gradually increased. These people have a certain amount of knowledge and taste, focusing on high-quality luxury brand, not just value.
Wan Tong After nearly 10 years of entrepreneurial struggle, finally in the Zhongguancun (000,931, stock bar) Technology Park, Li Zhu a foot. This technology started in middle-aged man, after a long period of overload, finally have time to be able to take care of their own life. “I have a fancy imported sandalwood bed, is said to be a pure Nanyang old artisan handmade, the price nearly one million, I put it back home. A good sleep is the number one.” Wan Tong said. In the luxury goods, he does not seem to show off the Big Dipper-rich phase through direct access to the personal consumption needs of life aspects. In his view, luxury goods should be loyal, reliable, attentive, and represents a comfortable life, rather than a shining outer halo.
Shanghai Foca Institute of Economic Forecasting analysis that originated in the West hand craftsman tailor-made for the nobility of luxury, which represents the consumption process more personal feelings, aspirations and values of the composition, focusing on the meaning of personal possessions. In China, consumers are more inclined to the public meaning of luxury spending, which is a symbol of luxury goods Logo by social status.
However, more and more middle class come to realize that: The real luxury is the upward aesthetic consciousness and progressive style of living, luxury goods created by the “luxury” is not derived from the prosperous atmosphere of superiority, but to the pursuit of the ideal lifestyle.