In March of this year, the New York Times story attracted people’s attention: “China is now the world’s fastest-growing luxury consumption market. ”
According to the world luxury Association report shows that as of January this year, luxury consumption in China amounted to $ 8.6 billion, accounted for 25% of the global market, exceeding for the first time United States, became the Japan after the world’s second-largest luxury consumption power.
March 31, the organization published the 2009 China private wealth report shows estimated until the end of this year, held for the China investment assets of high net worth crowds of more than 10 million Yuan to reach 320,000 people, an increase of 6%; its investable assets held more than 9 trillion yuan, an increase of 7%.
Amazing data, let us for luxury goods market area of the consumption of the wealthy classes full of curiosity. For the second round of financial crises all over the world will have a greater impact on the economy when they preyed on, what the Chinese luxury market in inverse rise? Luxury consumption market of Guangdong is also in line with this feature? Local luxury consumers how mindset?
Luxury consumption mentality is different
Consumption of luxury goods is certainly rich, statistical data show that China’s Regal fleet has more than Russia, and India and Brazil put together.
In China, Guangdong Regal was ranked first in the country, to the end of 2008 has reached 46,000 people, 15% of the country. However, Guangdong has the ability to consume these plutocrats of the luxury mentality is not the same.
Low profile: or a hedge or meet their own
Just friendship in Guangzhou [12.73-0.70%] store bought three $ 150,000 and $ 200,000 and $ 300,000 respectively about Vacheron Constantin Watches (aliased), is not willing to become Member of Guangzhou friendship. “I don’t want to stay to my profile. “He carefully advised reporters posted not his real name. “I think the market is not good, luxury goods such as jewelry, watch a hedge, so my time would have to purchase the watch. “Mr Hui purchased watch over more than 20 blocks, he is sometimes out of gift giving. He said: “more bad market, these hedge the luxuries the more popular with friends and customers of all ages. ”
Mr HUI is not the same and cause particular success, Liu recently business impact by the financial crisis (aliased) purchase of luxury goods is purely to satisfy their own interests: “I lost a lot of money investment business, think it is better to spend money on your favorite car. “Mr Liu has just recently spent more than 3.7 million Yuan to buy a Bentley,” have as long as more than an hour to drive back to Guangzhou, Shenzhen. “Passion for drag racing, he talked about his car left the business on the go. Of course, he has not forgotten reminds reporters not propaganda: “I dare not drive back to new companies, so relatives and friends think I’m money. ”
High profile: or hobby, or highlight strengths
Some rich low-key luxury, consumption of luxury goods in order to “show the fiscal deficit”.
Purchased a car more than 1.4 million cars of Mr Ng told reporters: “I wanted at the end of last year’s car buyers may soon just to the financial crisis at that time, I do not know how big is the effect on the own hotel business, so we didn’t dare to start with. Through observation of recent months and the hotel’s financial income and expenses, found no inhibitory members of financial crises and consumption desire, how consumer consumption, anyway, it would buy a car to meet their aspirations, hotel business is still under way, also celebrated in the financial crisis “step by step [46.11] l” “.
Mr bear cotton business bought a millions worth of luxury cars, he said: “years ago didn’t get a new car, is because you do not know how strong the destructive power of the financial turmoil, fear will bring greater influence to his own business, so was thought to save money for a rainy day. And now it seems it will not significantly impact China’s economy and, at least my silk business was not subject to any influence, so then, why do I not buy a car to their own? Buy a luxury car under the financial crisis, can display their strong economic strength, which, when my business partner and I cooperate on, it is even more confident. ”
Goods more expensive in Guangdong larger Hennessy increase sales in China for the first
Reconfiguration of the financial crisis has accelerated the global resources, luxury market showing a Western not on Oriental on changes.
Recently, world sales in first top-level Hennessy cognac brands of company President Bernard announced to the media symptoms of acid reflux in Guangzhou last year as Hennessy for the first time the world’s largest consumer market, “China has become a luxury market military strategist in a place of strategic importance, while Guangdong market is the market performance of China’s most prominent”.
On huanshi East Road, friendship store and libai Plaza in Guangzhou Guangzhou top consisting of CCP, Louis Vuitton (LV), Giorgio Armani, Catier sales personnel with confidently told reporters that in January-March this year, several luxury goods sales rose as high as 20%. Friendship store Jiang Guoyuan, Deputy General Manager of Guangzhou to “sell goods more expensive, the better” phenomenon was amazed: “in January-March this year, international line of jewellery, watches and apparel sales average $ 15%, of which five or six kinds of prices up to more than 100,000 dollars or even hundreds of thousands of dollars of expensive watches over 90%. In contrast, low-price goods sales fell 20% per cent. “Jiang Guoyuan also revealed that current annual consumption of more than $ 400,000 in Guangzhou friendship Diamond Card members since the beginning of this year grew about 7%.
It is reported that the top global luxury brand Louis Vuitton 2008 increased to 26 the number of stores in China, covering 21 major cities throughout the country, China has become the third-largest consumer market of Louis Vuitton. Giorgio Armani in sales also maintains 24% of regional growth in China, and in the United States only as 7%.
World class services merchant love
Luxury goods to enter the Chinese market is not a long time, but not including characteristics of the product itself to attract the rich, but they are obsessed with different General luxury and service of a luxury.
On March 22, at the Garden Hotel presidential suite in the layout of the exquisite blanket of flowers, white, champagne and exquisite Dim sum. An international cosmetics brand are held for members of New Party, invite 8 members at a time.
The scene, the Guangdong Province famous brand has specially invited expert teaches skin care knowledge of Dermatology and provide professional services for the members of the scene. Operation of clothing business Miss Chang told reporters: “I particularly like such events specifically for members, not many people participate, not complex, in-depth understanding of the product, you can also make friends with a circle. This is the reason why I like to consume high-grade products. ”
Jiang Guoyuan revealed that many consumers of luxury goods are valued more luxuries can provide differentiated services. “Make you feel there are aristocracy.”
Why luxury consumer goods to inverse dynamic? Analysis of Jiang Guoyuan, top jewelry, watches and other high-end luxury goods, with the appreciation of effectiveness, financial crisis comes, other investment channels hit is more likely to be the rich consumer choice. Meanwhile, the original top consumer habits little changed, they “what to eat or what to eat, what to wear or what to wear, what to enjoy how to enjoy”.