Our reporter Chen Xue is sent from Shanghai
A person with a per capita GDP just more than $ 1,000 is becoming the fastest growing luxury consumer market in the world. China is attracting many Western luxury brands.
During the 2003 Shanghai Auto Expo, a "elegant 728 Bentley" worth 11.88 million - in Europe and the United States
The Bentley flagship version of people easily - is quietly deposited by a buyer who is unwilling to disclose the identity.
Since 2002 Bentley enters the Chinese market, 85 Bentley cars have been sold in China for more than a year, 19 of which are more than $ 1 million. Bentley has created three records in China: the total sales volume of the Sales Inporal, sales increase in the world, the world's first in the Sales increase in the year.
According to a sales manager of Bentley China, Bentley's Chinese purchasers came from private companies, they brought more money, millions or even thousands of cars, all payment. According to Bentley, the owner uses the original purchase of the car, and the British Kru County can visit all the costs of the five-day itinerary. But China's rich is not to care about this kind of preferential measures to ordinary people. Have so far, no one has used this right.
The general manager of Rolls-Royce Shanghai has checked another funny portrait: from Shanghai or neighboring Zhejiang, most is the boss of the real estate industry, is not the character of all kinds of people in China. . Although these mysterious rich people have never been known for the outside world, they have expressed great purchases in the process of luxury access to China.
According to long-term tracking research, China's rich Hu Run estimates, China has more than 50,000 people accumulated more than 10 million US dollars, including 200 people with more than 100 million US dollars. The rapid development of China's economy in more than 20 years has made a group of rich people. They started to buy luxury goods such as cars, watchs and clothing, such as "sports consumption", have achieved China's luxury goods from poverty. market.
However, the luxury consumers in the Chinese market are far from being limited to these rich, the main force of Chinese luxury consumption is actually a relatively rich middle class, such a number of people is approximately 13 million. The definition of Paris 100 Fuqin is: 300,000 yuan of family assets, annual income of more than 100,000 yuan. Yang Qingshan, secretary general of China Brand Strategy Association, said: "If you want to consume luxury goods frequently, the standard should be a little higher. I think this part of the monthly income of 20,000 yuan to 50,000 yuan should be a more typical luxury consumption. By."
Yang Qingshan's research also shows that consumption growth in a country's luxury goods should be twice the growth of its GDP growth. Therefore, "When the Asian people face their sudden increase in wealth, they do not hesitate to choose luxury goods to show their new economic and social status, which is a very natural psychological needs."
Morgan Stanley analyst Claire Kent said that after a per capita income reached $ 2,500, luxury consumption will rise sharply. He expects China's luxury consumers will eventually reach 100 million people, and they are not up to Japan, will also become the world's most profitable luxury market.
In the recent report, he claims: "The Chinese is born to be luxury, after decades of poverty, China's 'elite' class suddenly passionately showing the wealth just got."
There are also many people who are not affluent in those who have been in these luxury goods stores. They are usually very young and the monthly income is between 5,000 to 10,000. They often spend time at luxury goods, and they are passionate about buying some top brands, such as tie, leather shoes, leather bags, etc.
Sun Zhe, a "Fashion" magazine column, said that buying a brand complete clothing and buying accessories is a big waters, first is the gap between the income level. Some people in the level of income will purchase some relatively cheap accessories to find a feeling, so that they are also a member of the top consumer. Some girls have always stayed in the stage of buying a brand, because the skin is durable and revealed, Sun Zhe is called "Mrs. Falue".
Puhua Yongdao analyst Yue Hao pointed out that China's luxury consumption has two different points compared with foreign countries: First, most of China's purchase of luxury goods is young in 40 years old, and in developed countries, The leaders of this market are middle-aged and old ages for 40-70; second, for the Chinese, most of the luxury goods are also concentrated on personal supplies such as clothing, perfumes, watches, while in Europe and the United States, housing , Car, family travel is a luxury for everyone. "Really reflecting a social affair is whether middle-aged and elderly people have money, China's condition is just not a rich country. In addition, the Chinese seems to be more pursuing individual 'life luxury', and in Europe and the United States, Most people pursue families 'life luxury'. This may be related to lifestyle: the population gathering the honeycomb type lifestyle contributes to the wind between people, and the places where the population is low, the lifestyle is Will be simple. "
In addition, Japan and China's luxury consumers will have a lot. It is estimated that in Japan, the main force of luxury consumption is a single woman in the age of 23, and 60% of the consumption of 60% from middle-aged men is based on middle-aged men, so the brand-based brand like Hugo Boss. Light. However, the sales of women's fashion brands have no big impact, because "those rich middle-aged men will give a gift to girlfriend".
Shopping is another major feature of the Chinese luxury market. Many companies have purchased luxury goods to large customers, business partners and government officials. Many luxury retailers said they would rather I don't know where they come from, but many people say that Chinese luxury customers and Russian luxury customers are changing.
