Luxury Consumption

3000 yuan to buy a pair of shoes, 6000 yuan to buy a bag, for the older generation, such consumption is not just luxury, it is simply the performance of a black sheep. And now, with Economics With the gradual improvement of the conditions and the change of the concept of life in the new generation, luxury goods are no longer the "patent" of the wealthy. The increasingly diversified consumer groups have become the biggest attraction of the current rush for luxury goods.

The main force of consumption after 80

As a child, the generation of the post - 80s generation has been labeled as a special one, and the concept of life after growing up is far from that of the elders. When the ancient practice of "after bitter and sweet" and "frugal housekeeping" has already passed, 80 generations who are becoming the backbone of consumer groups pay more attention to the quality of life and self pleasure. For them, "making money is just to enjoy".

Sun Jingxin, a graduate of a company, graduated from a prestigious school with a monthly income of 4000 yuan. Recently, taking advantage of Christmas Discount Many, Xiao Sun spent 6680 yuan in Hisense square to buy a pair of Prada autumn winter new boots as her new year's gift.

"Now all about quality, although their income is not very high, but save for a few months. wages That's enough. Just spend your money and be happy. " Xiao Sun said that every year after graduation, she planned to save money to buy herself a gift to reward herself, but whether it was a bag or a shoe, the same is that these "gifts" are international first-line brands. Moreover, according to Xiao Sun, some female friends around her also have the experience of buying luxury goods. They feel that the brand clothes are worn on their bodies and the famous brand bags are carried on their hands, and their mood will be exceptionally good and their self-confidence will also increase.

Therefore, luxury is not only a symbol of identity for the younger generation, but also a kind of self enjoyment and self satisfaction.

Hisense Plaza is the largest and most complete luxury shopping mall in the island. Store staff told reporters that over the past two years, the age structure of the high-end members of the shopping mall has undergone great changes, and 80's have gradually become the main force of luxury consumption. According to the reporter, in 2011, the number of sales of several international first-line brand stores in Hisense Plaza increased by more than 30%, such as LV, Gucci and other brand recognition stores, with a turnover of up to about 10000000 yuan a month.

Middle age wealth elite favors luxury cars

If we say that over 10000 yuan of LV bags and Prada shoes are only the "Pediatrics" of the luxury family that young people like, then there are more than 1000 million luxury cars familiar with cites such as cayenne and Jaguar, which have more economic strength, belonging to the "elders" of the luxury family.

The manager of a car sales company in Qingdao said that the owners of Mercedes Benz, BMW, Cadillac and other commercial luxury cars were mostly more than 40 years old middle-aged people. The owners' occupations were mainly concentrated in real estate, financial investment, private enterprises and other fields, and the purchase purpose was mainly due to the needs of business contacts. Buying sports sports cars such as Ferrari, Martha Lahti, Lamborghini, Porsche and so on are mostly younger and richer than two generations.

In December 24, 2011, when reporters interviewed Ben Bao hang sales company in Qingdao, a car owner who was maintaining his BMW X6 car told reporters that the car was more suitable for the identity of his own boss and that he needed frequent driving in business dealings.

Reporters learned from the Qingdao business bureau that in the first 9 months of this year, sales of high-end models such as Mercedes Benz, BMW, Audi and some large business vehicles, large MPV and wagon sales increased by more than 15%, and some brands rose more than 30% in the first 15% months of this year. Take the Porsche Cayenne car as an example, the order of the series even went to 2015.

Luxury shopping channels wider

Interviewing reporters found that luxury stores or brand stores in China are no longer the only option to buy luxury goods, and as consumers become more rational, more post-80s are willing to try to buy goods at discount stores or online, while others use overseas opportunities to buy from abroad. According to the 2011 China luxury report, 35% of Post-80 respondents said they agreed to buy luxury goods online.

A cosmetic shop on the way to Jiangxi is always in an endless stream. All the goods in the shop are purchased overseas. Besides cosmetics, they can buy glasses, handbags and clothing. The difference between home and abroad and the long-term purchasing business have accumulated little popularity for this store. With many years of overseas purchasing experience, Yi Lu told reporters that most of the overseas purchasing products are luxuries, which are also available from cosmetics, clothing and electronic products.