Survey Of Luxury Clothing Consumption In Second Tier Cities In China

Although luxury consumption in China has only developed in less than 20 years, China has become the world's second largest consumer of luxury goods.

The number of affluent people in China's three cities (Beijing, Shanghai and Guangzhou) accounts for 48% of the total number of affluent people in China, and the number of luxury goods outlets per capita has also been equal to that of New York and Chicago.

The next wave of luxury brands will be in the second tier cities of China.

Gao Minqing, President of Shang Yang media China, said: "each big

The traditional idea is China.

The "circle" consumption under Confucianism

I always talk about the increasing personality of the Chinese, but the baptism of Confucianism for thousands of years has made the idea of "Baotuan" deep-rooted, and the Chinese people's inherent belief that what we are doing is always wrong.

Therefore, "circle" consumption is particularly evident in luxury consumption.

It is often a person who leads the consumption change of the whole group, because the Chinese do not like to start out, but do not want to lag behind them.

In addition, because luxury consumption has only risen rapidly in China in recent years, consumers are not familiar with all kinds of related information, which results in their rapid learning through imitation.

Popularization of luxury goods

Back LV crowded bus scenes in China's second tier cities have long been commonplace, students and white-collar workers have joined the ranks of luxury consumption.

People's acceptance and preference for luxury goods are rising. The popularity of luxury goods seems to be at hand.

In our research, we find that consumers are getting younger and younger in luxury goods, and they often get their first luxury when they are in University.