Who is today's luxury consumer main ?
Who is today's luxury consumer main ?
described in the media, who often millions of luxurious elegance of the exhibits, those mysterious under the regal is single - envied, which is many chinese young people to imagine and longing for the life of luxury.
since since mid-may, the luxury of the various activities have frequently visit china. may 18, the first top international fashion industry summit held in shanghai famous fashion brands prada (prada) was high-profile fashion exhibition enter ; side of international luxury goods exhibition opens in shanghai, the other side life in beijing show the italian concept of life. Hermes Handbags and even more luxury lovers exciting news is that every year in monaco at the top international luxury goods exhibition (top marques) in october this year will come to shanghai.
the various civil the survey also revealed that the young chinese consumers of luxury high degree of enthusiasm. shanghai media 5 1 3 end of the jiangsu-zhejiang-shanghai and 1,289 internet users conducted a survey on the consumption of luxury goods. the results showed that 68.8 percent of the respondents are willing to buy luxury zitaoyaobao, 56.7 percent of the respondents had been deliberately savings for a period of time experience, the respondents in the luxury consumption per capita reached 22062.8 yuan. it is clear that many young people to buy luxury goods and consumption at overdraft. more investigation, the luxury consumers account for 13% of the total population, the majority of consumers aged less than 40-year-old young man.
side is the vibrant luxury consumer market is huge and young side of the consumer groups. moonlight family, new poor people, weng million negative, an increasing number of young fanatical members of death squads consumer, caused a number of people with knowledge of yousi.
moonlight family: a monthly salary but a few thousand dollars deficit
their 25-year-old to 30-year-old, standards like the white-collar, working stability, but thousands of monthly deficit. in recent years, public opinion on this group started xianguaibuguai, are known as moonlight family or new poor people.
27-year-old shen iraqi units, but is known for its yueguangnvshen.
company's public relations office shen iraq, where after-tax income of 6,000 yuan on about, no family burden, the economic situation among young women should be regarded as a very good. but the work of a five-year iraq-ran, a bank account but will always be negative. every month, a pile of bills niezhuo shen yan baba on iraq but looking forward to the beginning of the wages on.
quality of life, the term has now become moonlight clan of the first excuse: since the hard work, then we should enjoy high quality of life. this quality, people in the moonlight view, embodied in the so-called brand clothing, elegant style dining and entertainment on. for example, shen iraq ran the moonlight and her longing for family friends, is the copy of sex and city actress in their quality of life: guangxian wearing the designer clothes shopping, in the elegant cafes drinking tea, with cool computer typing. moonlight people's way of life, showing that the two features, first, more confidence in the future, the self-identification is not acceptable. psychological research center of fudan university, professor sun shijin said.
because of self-confidence, so maigui on overdrafts. one for urban youth survey showed that 57 percent of respondents said dare to use tomorrow's money, 48 percent called themselves not to worry because consumer debt .
sociologist professor gu xiaoming to these white-collar workers made a humorous note: now the so-called white-collar workers, white-collar wages, they laoxinlaoli to work in the long-term sub-healthy state, and the hard work that the only to change a status symbol.
overdraft brush card: their shape was admired as a successful player
in the small software company serving more than told reporters that his favorite way to shop is the network brush card order, but meiyoufudan convenient. in each bank's credit card club, also is rich in instalments of goods, the temptation of cardholder. only a small work of more than two years, in this way, leading to the ipod, digital cameras, laptop computers Blancpain Watches and other young people love the new products. anyway, after they buy these things, are using credit consumption, you can enjoy in advance, why not??
have people in the banking sector said that their credit cards mainly used to guide the consumer to a maximum 50,000 yuan can be overdrawn. like card overdrafts consumption in the crowd, mainly young people, which some people are often in bad debts in the final of the maximum rate.
have confidence in the future, lack of self-identity is accepted by the moonlight ethnic conflicts also reflected in the attitude of overdraft consumption.
these young people are mostly well-educated, have good work, the more eager to evaluate the community's identity. professor sun shijin said that the identity of this desire can easily evolve into the pursuit of luxury. most of the income of young people, far enough to enable them to extravagant consumption. but a million on the suit, limited-edition bags, high-end jewelry cosmetics…… make every effort to buy the 12 luxury packaging, from time to time in conveying a message that should be their shape - admirers of success.
such a pursuit, also tend to make the moonlight to people who could not help but fall into a trap competition. 28-year-old advertising li xiaoyu told reporters that in her circle of friends, the monthly income of 3,000 yuan, but the extreme ganmai lv consumer goods many people, the end of the gathering company, is bleeding the moonlight ethnic pockets, & # 8220; bcbg small dress she wore, you must use more expensive ways to better than her. the heat last winter fur, the gathering of the day, a if viewed almost staff a fur shawl.
millions of negative weng: surface shenqi lengnuanzizhi
bali villa too far away, the wedding of a company's financial manager wang minggang put their old house into a new apartment downtown, of course, married to buy a house, not the men, how can to find his wife ? shanghai housing prices soaring, the 30-year-old wang ming, through bank loans to the millions before they create their own happy life. feng renbian said negative weng, wang ming, do not consider themselves a luxury consumer, we would never buy that brand-name things. but many people think that the loans they buy a house is a luxury thing
extravagant consumption have different definitions. professor sun shijin said, some people are buying luxury million on the dress, some people may eat a meal of a thousand dollars. in this sense, beyond the existing capacity of one-stop consumption, but also luxury.
in modern cities, and zhou yu ling as a luxury, weng million negative, a lot. parents a down payment, out on their own for, which has almost become a modern young people buy the universal model. weng will be a lot of negative loan purchases a consumer to buy a car as a concept, they vigorously to give you the old lady said the united states and china, the old lady's housing story. however, sociologists believe that this step in place of consumer debt, the same show, competition and consumer psychology there.
mr. jin one of the last you juzu and bought a beautiful types of cars. the idea of buying a car, mr. mind has been wandering for a long time. although the two couples around 12,000 yuan of monthly income compared with many people already good, but the mortgage 4,000 yuan a month, 2,000 yuan of the milk money, the family burden is not easy. moreover, in shanghai, raising the same car with the custody of your children. but seeing his debut with the cause of good friends, buy a house to buy a car, then pizazz days, mr. jin feel that they have a special car did not face. mr. jin's wife also continue to put pressure on him: gathering of students, they are husband drove shuttle, i am a person sitting on the subway, too lost in the. in order not to lose in, mr. jin finally bite yaoya and car loans to buy cars.
while driving from time to time will bring out the envy of vision, but the thought only a month on a short stay in the hands of the banks received the pay, mr. jin on a while distressed, it is not complacent.
was lengnuanzizhi to describe the millions of negative weng their feelings. however, in the media to promote the new rich life of modern society, the consumer model of negative weng unabated.
from the chinese academy of social sciences, a statistics show that in beijing, shanghai residents of the two major cities, the overall debt ratio higher than that of the family home in europe and america. it is reported that shanghai, beijing, the two families of the residents of the overall debt ratio has reached 155 percent and 122 percent, qingdao, hangzhou and shenzhen, and other medium-sized city residents have an average ratio of household debt reached about 90%, while in the united states such a high income countries, in 2003 the average personal debt ratio of 115 percent in only.
ahead will not only enjoy the natural sweeteners, later suffered from the negative weng same lot. recently, chengdu has received more than 500 banks tongdie negative weng, the media said that the reasons for the debt generated by home mortgages and car-based mortgage loans for personal consumption, weng, many of these negative people, earning 1,000 yuan, but to further 1,500 yuan of debt!
who will guide the young people foster a correct concept of consumption
to the present youth extravagant consumption phenomenon, with national, social and economic development are closely linked. professor sun shijin said that the chinese economy has just take off, the community into the era of mass consumption, with the development of commodity economy, increased purchasing power of chinese people in the pursuit of material on the impulsive attitude will inevitably arise. now the extravagant consumption in foreign countries can also find similar examples, such as we were familiar with the millions of pounds , necklace this kind of story. now in china, luxury goods are also often been compared to the earlier years of japan.
when jin sun that the social transition in the consumption of this show is the inevitable process of social development, the young people of extravagant consumption, the need for social tolerance and guidance. from the demand level, young people will experience in growing needs for survival, security needs, social needs, such as respect for the stage.
35-year-old huang yong, manager of the company's technology was also a luxury to the repeng. monthly salary was just over 10,000, huang yong went to shanghai every month of high-end shopping malls, rosie. gucci, pakistan baoli, montblanc…… he rushuojiazhen various luxury brands. at that time the one hand is to show that he is a 'success', two laps to work, everyone is so dressed up, and that it is taken for granted. now huang yong is the annual salary of tens of thousands of veterans, Corum Watches but on the contrary, there is no desire for luxury goods. now people are wearing pieces of counterfeit think that is true, have passed that require the recognition of clothing to the stage.
as the economy continues to develop, through the consumption of the psychological pleasure is diminishing. when jin sun that the guide should be adopted so that young people establish a correct concept of consumption through the system, and establish a sound system of credit consumption. the luxury guide to positive IWC Watch on the consumer, is to promote socio-economic development of a major driving force.
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