Conspicuous Consumption Has Gone Through Invisible Luxury.

Less than 35.6% of the 20 largest Chinese cities in 2012, P, had at least one Chinese a target= "_blank" href= "http://www.91se91.com/" > designer /a < brand > a target= "_blank" href= "target=" > clothing > 42.5%, and consumers also bought Chinese designer brands.

The 2012 "China Fashion index" white paper, released by fashion Research Institute of fashion media group, was released in Beijing recently.

As the first report on fashion industry in China, the white paper first announced the "brand desire map" of the five luxury brands of clothing, jewelry, watches, cosmetics, perfume and automobiles in the 20 major cities of China. It also claimed that after experiencing the consumption of symbol consumption and international brands, Chinese consumers are throwing away the blind fascination of luxury goods and starting to favor Chinese cultural elements.

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< p > < strong > the mentality of Chinese people is rising and buying more than /strong > /p >

The annual Christmas consumption war in Strasbourg, France, in the middle of November 2012, has not yet begun. For the local shops, P is the God of wealth that they need to embrace.

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In the old town of P, the "old Buddha" and LV stores are waiting to greet the Chinese people who are coming all the way to sweep the goods. The rush of their fellow citizens rushing into the shop is no less than the sex and city of Paris.

Every time a Chinese package is left, the salesperson will have to rush to replenish the goods.

In the European pport hub such as Frankfurt Main Airport, the tax rebate of Chinese platoon teams is staged every day.

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< p > if you bite and stamp your feet seven or eight years ago and buy Dior's "Lady Dior" bag, you can steal it now, because its price has doubled today.

Even though the domestic luxury market has slowed down since last year, the price increase is still the main theme.

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< p > objective factors, such as rising cost and exchange rate, but the real reason for the rise is the "conscious price strategy", which aims to ensure its high position in the industry and consumers.

Despite the increase in prices, most goods are still in short supply, and Chinese people are surprised at the fact that luxury goods are becoming more and more expensive.

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< p > an industry insider has revealed that the pricing of luxury brands is based on market regulation, which is based on the purchasing power of consumers in different markets.

Although the price of luxury goods in the mainland is higher than 40% in the European market, the answer to the bottom of each luxury brand is that we have the answer: we are not poor.

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< p > annual price adjustment one or two times, 3%-5% increase each time, the price of luxury goods has become an unwritten rule in the industry. It is such a small step forward that makes luxury goods seem to be a reliable investment product for Chinese people.

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< p > < strong > arming oneself with luxury goods < /strong > /p >

< p > for Chinese people, the meaning of luxury is far from that.

In the mainland of China, luxury goods are expensive. Thousands of Yuan scarves and tens of thousands of Yuan skirts are not very popular.

It is fashionable and economical to pursue the delicate mentality of counterfeit goods like genuine goods, spreading like a virus among fashionable crowds.

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< p > "Chinese consumers purchase luxury goods is more of a spiritual need.

The lower prices of necessities can attract the purchase, but if the price of luxury goods is too low, no one will be interested.

For them, they can buy products before they go up.

A brand seller said.

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< p > China's economic development has given birth to a group of shoppers who are pouring into the giant shopping mall.

Statistics show that every year, China's active luxury goods users are as high as 13 million. Chinese people travel to Europe, Singapore and Hongkong for an outbound shopping trip, and each person spends about 11 thousand euros on luxury goods.

Some even claim that China's outbound travel business has flourished in recent years, to some extent, the "magic power" of overseas luxury goods.

According to the World Luxury Association predicts that by 2015, China will become the world's largest consumer of luxury goods.

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A survey conducted by the US McKinsey Co in 2010 on 15 thousand Chinese shows that Chinese people are "extremely sensitive to brand", P.

Chinese consumers have a natural "showing social status through goods". Shoppers prefer higher priced goods and achieve higher economic status.

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"P" is recognized as "the most fashionable French woman in the world", but it is not cold for luxury brands around us.

Yang Yishan, a Taiwan columnist who has lived in Strasbourg for many years, believes that French women do not want to use luxury goods to arm themselves because they do not care what is popular, and what is more important than fashion is to find their own style.

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< p > < strong > Chinese elements reverse fashion view < /strong > /p >

< p > when consumers are tired of the similar trend elements embodied in a large number of industrialized brands, it is also when their fashion outlook begins to reverse.

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< p > the white paper divides the 20 cities into five major types: leading, stable, pitional, growth and emerging based on the current volume and potential of the city.

The survey found that the maturity and insight of the consumers in the leading cities are no less than those in developed countries and regions such as Japan, China, Hongkong and Singapore, followed by stable cities.

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< p > from the data results, the leading city consumers hold the highest proportion of "I appreciate the quality and design of luxury goods", up to 57.7%, and the attitude of "luxury is the symbol of status and status" is the lowest in the past, only 12.3%.

It can be seen that the attitude of consumers in leading cities to luxury goods has begun to change from focusing on external signs to internal appreciation. Conspicuous consumption is withdrawing from the stage of history. Invisible luxury and personalized consumption demand are increasingly highlighted. Some of the original and unique brands of novelty and unique elements are refreshing.

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< p > "Chinese fashion in the early and middle stages often has strong external characteristics, but with the rich consumption experience, the expanding consumption radius and the increasing symmetry of fashion information and knowledge, the local elements of fashion are getting more attention."

Zero point research group chairman Yuan Yue said.

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"P": "Chinese consumers are gradually returning to the favor and longing for Chinese culture and Chinese elements. International brands also have to absorb and use Chinese elements such as Chinese collar, ink and wash, silk and Peking Opera Facebook, in order to get more continuous purchases of Chinese consumers, and Chinese designers have obvious natural advantages in understanding and applying Chinese elements.

Chinese designer brand will become the second battleground of "post luxury consumption".

Zhang Yangzheng, vice president of fashion media group.

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