KING HANDBAGS

China’s Luxury Goods: Where The Wind Blowing?

"Savior of the global luxury goods market?" "The world’s second-largest luxury goods consumer market?" The development of the Chinese "is a luxury," is somewhat unnerving. The world’s top luxury fashion brand and more beautiful, deep and thick this piece of China’s land, it already has a carrying capacity of diverse?

More Chanel Handbags 2010 detail information

Luxury consumption in China: Where the wind blowing?

Last month, the Chinese Academy of Social Sciences in a report released, lead to something hot.

The "Business Blue Book: China Business Development Report (2009-2010)" shows: As of last year, China’s total consumption of luxury goods has increased to 9.4 billion, the global share of 27.5%, and for the first time overtaking the U.S. as the world’s second Large luxury consumer. The Blue Book also to predict the next 5 years, the Chinese luxury goods market will occupy the top global luxury spending.

The fact that power consumption of luxury goods, attracted LV, CHANEL, GUCCI and other luxury brands to step up the pace of close to the Chinese market. Latest news is that Louis Vuitton Champs-Elysees in Paris head office, actually had a LV specially customized for the Chinese pair of tiles.

Love fashion

In 2007, the U.S. film "The Devil Wear PRADA" opened. Conversion between the rush in the lens, the world’s top famous clothing, cosmetics, car 11 debut, showed off the fashion of a Live Flesh "mainstream world." Then, the original book of the launch of its sister  Eagle Edition "York Party season" will fashion elite gathered where the daily work life, paints. Rhythm tense but exciting world of light and shadow, a key element to attract young people.

Brand advocate, interpret, and chase, not only led the Chinese white-collar, middle class people are a staple of conversation over the direction, also guide their spending power of life. Publisher Tripoli said: "These bring luxury and fashion scene description of the novel, as today’s young people into community life fashion model, it is what they need."

Pang Lei (a pseudonym) is the economic news department of Beijing University graduate student sophomore. Several girls in the family quarters with the economic situation varies spending power are different. "Some students though a top-brand items are not, it does not mean it was not her concern is, I think the modern girl, concerned about the attitudes represent a Boutique." Her specialized courses in the market marketing class, in which understood the contents of luxury. Therefore, a layer of perceptual her more. "Similarly to buy a handbag, the purchasing power of their permission, can choose several hundred dollars, can also choose more expensive. But those internationally known high quality brand handbags, shape skillful, beautiful and easier to make people Never forget . "" It is an art appreciation. "she thought.

Now, Shanghai World Expo in Italy, France, museum, top sports cars, fashion, accessories and other luxury brands in the history and development of the detailed display, so that people know these close-luxury, but also reduced the heart that layer of mystery. "To some extent, this is a good thing, Chinese society to promote the consumption of cultural awareness of equality, not having more luxury will be able to prove Ziji different." Wang Xiaohui, University of London Fashion Xueyuan Luxury Market Management masters graduate, she told reporters, everyone wants the eyes of others is not easy to get. Present Chinese people’s pursuit of luxury goods, in fact, in the pursuit of a sense of confidence and emotional satisfaction.

Encounter misunderstanding

Wang Xiaohui CHANEL store in the UK working for a time, the consumption patterns of Chinese consumers, fashion, and she deeply understands. "Some rich people from mainland China, into the store, the do not ask ‘what is this season’s latest?”The color is not right for me?’ But without thinking to ask, ‘Which most expensive?’ "

"Most of them are out of a friends and family at home in front of the mentality of showing off." She believes that ordinary Europeans will not choose particularly expensive luxury, so in their eyes, do not understand the Chinese people’s consumption habits. "The cultural connotation of luxury goods, the Chinese do not have much interest in understanding. This is indeed a kind of misunderstanding luxury."

Outbound travel, auto, luxury famous show … … on various occasions, the Chinese people frequently spend big bucks on the world’s top brand of news, lot of heated discussions in recent years. Therefore, the Chinese Academy of Arts Director of the Centre Ma Huidi leisure culture has its own views. In her view, such a wave of conspicuous consumption, the lack only the weight status and identity of the "nouveau riche" mentality. "Most people only have the appropriate economic strength, but the cognitive levels of luxury goods is also relatively shallow white. Luxury is part of human creation, it should be through the appreciation of its delicate and taste to create, change yourself. Such as Emma Shi-low-key brand advocates, some stars like to use. But if my temperament and the fit is not very brand appropriate, sometimes a big mistake. "

Dun-Fu Zhang, Professor Department of Sociology, Shanghai University, told reporters then, "keep up appearances" is not necessarily a temperament. Thorstein Veblen made famous American scholar, conspicuous consumption, but he also did not ignore the rituals, ceremonies, part of a long-term culture. "Misunderstanding of this concept led to many people the ‘keep up appearances’ and ‘conspicuous consumption’ as one thing, the price of your mix with the elegant."

Difference between Chinese and Western

It is undeniable that economic development will bring rapid social progress. However, due to stage of development, culture and social background of the different treatment of Chinese and Western luxury consumption are very different psychology.

Zhu Mingxia University of International Business and Economics Director of the Centre Cheung Kee luxuries. She received the "Global figures" interview that Western emphasis on noble or different, is a luxury for their personal things. But this attitude is not applicable in China. "One media report, a Chinese couple to Europe, travel, pointing through the industry, to Bottega Veneta (BV) of the Italian headquarters flagship store, fancy a styling design handbags are exquisite, and the price is the domestic price half of the most cost-effective. but in the end they gave up and then purchase LV, as "BV Although LV is more than the top, but the buy back, others did not know, or LV value." This is a special kind of consumer culture in China .

To do with the subject teachers in the survey study, Wang Xiaohui learned 56 years ago, Europeans have gone through the same stages of conspicuous consumption, but with economic and social development, now into their luxury has naturally life, most of the time, consumption is not directed at the brand, but more optimistic about the quality and utility. , "I believe that as people aesthetic capabilities, luxury brand and increase interaction between the public, people can learn to level, as the luxury brand, according to their own needs to choose to buy it or not, and not simply directed at decorating the Face."

How to Guide

Number of scholars in varying degrees, into a luxury goods in China expressed concern about the country of consumption. The sociological perspective of scholars from their conclusion. Ma Huidi have tried to write an article "On the question of luxury," the article. She said that in 1899, Thorstein Veblen’s book, "On the Leisure Class," published soon after, Chanel, Tiffany, Louis Vuitton, Prada, Gucci and other luxury brands was born. Most countries and regions in the context of the middle class is creating a new way of life and behavior, and luxury brand market effects of cultural innovation and contemporary society are playing an important role. She believes that learning from the perspective of leisure, consumption should be brought more simple life, the spirit of the rich.
"In those luxury home country, we can see the rich as Bill Gates have in advocating the simple life." Dun-Fu Zhang said that the human sense of satisfaction and happiness is mainly derived from social relations, work and leisure, these three sources, rather than come from market consumption. He suggested that sustainable consumption from a sociological perspective, the State should encourage individuals and communities of games, entertainment, parties, reading, practice activities, not to encourage consumption and business activities; encourage consumer or consumer cooperative organizations information, resource sharing, rather than rely on the consumer market. Mass media should be encouraged literature, art, aesthetics, ethics and other areas of discussion, rather than advertising messages; to encourage exchanges between people rather than people to indulge in material things. He believes that, through these multi-channel initiatives, to guide people to correctly understand the consumer.