Approaching The Main Force Of China'S Luxury Consumption In The Future

According to the world Luxury goods The blue book of the 2011 official report shows that the total consumption of China's luxury goods market has reached US $10 billion 700 million (excluding private aircraft, yachts and luxury cars), accounting for 1/4 of the global share. It is estimated that by 2012, China's luxury consumption will reach more than 14 billion 600 million US dollars, and it is possible to surpass Japan as the world's largest luxury consumer. So, what are the huge consumers? group What are their purchasing power and consumption psychology? Now we are approaching the main force of China's luxury consumption in the 1990s.

　　 Purchasing power stimulation consumption desire

90%, as the name implies, refers to the generation of Chinese citizens born from January 1, 1990 to December 31, 1999. The first batch of experiencer, along with the family planning policy, is mostly the only child after 90. They have not experienced the historical and political turmoil, nor have experienced the economic fluctuation. Most of the parents after 90 are 60 successful careers. As the only child in their family, they live in a relatively superior environment after 90 years. Therefore, the purchasing power of the post-90s generation does not lie in their own economic ability, but that their parents have strong economic strength. In order to meet all kinds of material needs of their children, parents do not care about spending on money, and the popularity of credit card overdraft consumption has greatly stimulated the consumption desire of these young people after the 1990s. Sometimes it refers to all the Chinese citizens born after 1990, and after 90's is the information age after the reform and opening up. Stronger purchasing power Let the 90 generation occupy an important seat in the luxury market, and the consumption of new luxury is born every day. If we look to the next thirty years, the new population of about 10000000 new cities every year will be the potential crowd of luxury consumption in the future.

Foreign luxury goods manufacturers are also aware of this, and turn their attention to China's new market. In April 2, 2010, Dior children's wear (Baby Dior) series officially landed in China. The children's clothing store, located on the 4 floor of landmark Plaza, Shanghai, has become China's first luxury store specializing in children. It is believed that other luxury goods companies will follow Dior's footsteps.

Impact of living environment

Since 1990s, living in the rapid development of information technology, it has been nurtured by various surrounding environment since childhood. It has a stronger understanding and acceptance ability to the top brands, and has its unique personality. Today, with the reform and opening up and the integration of the global economy, goods around the world are pouring into the Chinese market like tide water, bringing the visual impact to the post-90s, and closely following the influx of goods, there is also a Western civilization which is totally different from the oriental traditional culture. After 90, the most active group of people who are more active in thinking, and are more receptive to new things, are influenced by all kinds of surroundings, forming a different outlook on life, world outlook and values than those after 70 and Post-80's. At present, Chinese society is changing from the homogeneous society to the heterogeneous society, spanmitting the homogeneous society of culture in a rigid and single form, creating a herd personality, and in a flexible and diversified form of spanmission of the heterogeneous society of culture, the self disciplined personality is molded. The characteristics of conformity personality are its generality, while the characteristics of self-discipline is its individuality. "Post-90s" will be a vigorous generation of personality. This personality will spread from dress, hairstyle and other areas of personal life to the areas of social life such as participation and expression. Therefore, after 90 years of luxury consumption, they will be more willing to follow their inner wishes and emphasize their inner satisfaction. This is a clear-cut point after 90, and will also become an important reason for the main force of luxury consumption after 90. {page_break}

The drive of consumption psychology

Ouyang Kun, China's chief representative of the World Luxury Association, told reporters: "Chinese people buy luxury goods and have nothing to do with age and income but depend on consumer psychology". Then why do they choose to buy luxury goods to satisfy their consumption psychology after 90? This is closely related to the promotion of various media. The advertisements on TV, the dress of Chinese stars and foreign stars in movies, and the different general enjoyment of life advertised by luxury goods have great temptation for post-90s. At the same time, the social attitude towards the 90's disagreement has stimulated them further, so that they have produced the idea of buying the luxury to feel the social existence. Not only these, there are many 90 million people in China who have millions of sports cars, but after the 1990s, buying luxury goods is not only a material satisfaction, but also a psychological satisfaction. Many families rich after 90 have opened their own pockets to the luxury goods manufacturers, while the family's general post-90s use social practice, part-time work and work study method to accumulate funds to buy luxury goods. Of course, there has also been a phenomenon of blind comparisons and extravagance, which is also a social criticism after the 1990s. After 90, most of them are underage or just adult, and they are eager to have a way to prove themselves to society.

90% will become the main force of luxury consumption in the future

Ouyang Kun believes that China's 90's generation as a new generation is becoming mature and entering the luxury market. Its strong purchasing power and consumption desire make the outside world speechless. Foreign media even say that the new generation is the Savior of the world after 90, while the Department luxury merchants also realize the role of the main force in the future extravagant consumption market. However, how to cultivate the correct consumption concept and guide the normal consumption after the 1990s is a difficult problem on the table. After all, short-term consumption can really play a catalytic role in economic development, but in the long run, it is bigger than the profit. Therefore, the consumption of post-90s should be closely combined with the long-term development of our country. It should shoulder more social responsibilities. As a large consumer group, it is more important to realize the reasonable consumption of luxuries according to the actual economic situation after achieving economic independence. Only in this way can we meet the needs of our own consumption, and let the main force of the potential luxury consumption after 90 to bring the actual benefits to China's economic development.