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The author:(作者)qqpublished in(发表于) 2013/11/23 17:19:38 Chinese buy almost half of global luxury goods， local despot consumer culture changes
Capacity far exceeding expectations of Chinese buy luxury goods at a rate of growth. According to the quality of wealth in China's luxury market research institutes Institute of 2013 luxury goods in China report released recently showed Chinese annual consumption over billions of dollars of luxury goods, hold up half the global luxury market, is the world's largest luxury goods customers. Experts predict that the luxury market to grow further in the future, consumers are gradually moving towards a rational mature consumer will usher in the "restaurant".
Middle-class purchasing power is strong
Wealth Institute survey, China's luxury goods market is divided into local consumption and consumption abroad of two big blocks, 2013, local consumption is forecast to reach us $ 28 billion, is expected to increase to 3%; consumption abroad further strengthened, would amount to $ 74 billion, both together, Chinese year of 2013 luxury spending will reach $ 102 billion.
Although 2013 global luxury market is facing a lot of pressure, but annual growth is still expected to reach 11%, in which, the Chinese will buy 47% luxury goods around the world. In 2012, the Chinese buy luxury goods in Europe and about 40% per cent of total consumption, and by 2013, consumer luxury goods outside the Mainland area as high as 80%.
The purchasing power of the Chinese people are strong, mainly due to its economic strength, the wealthy buyers rapidly grow. Research Institute of Ministry of Commerce consumer Zhao Ping, Deputy Director of the Department of economic research pointed out in an interview with this reporter, China's economic strength grows, increasing per capita income, boosting consumer confidence of the Chinese people, especially the middle class, prefer to buy good quality to improve the quality of life of luxury goods.
Today, the Chinese buy luxury goods is not only their access also liked giving friends. Comply with this demand, a large number of luxury groups have entered the Chinese market. Wealth Institute study found that growth comes mainly from emerging in the global luxury market growth in consumption and an increase in new markets, new stores, even in the case of the big luxury groups control the number of stores, 2013 luxury brand store growth will reach an average of 9%. According to statistics, in 2012, the world's leading luxury brands have been assigned to first-tier cities in China. Cities such as Beijing, Shanghai, Guangzhou, the luxury market is close to saturation. Beginning in 2013, many luxury brands are starting to develop in China's second tier cities.
Consumers increasingly tend to be rational
Different from the blind worship of brand-name a few years ago, and now customers in China tend to be rational. Wealth Institute of 4,650 Chinese high quality assets of consumer research found that many luxury brands have been abandoned by Chinese consumers, especially in some super high core consumer of luxury goods. Champoux consulting industry analysts think that in 2013, China's luxury market is gradually becoming a rational, buyers of luxury goods shift from elite to the middle class.
"The size of China's market for luxury consumption continues to grow, but the growth rate declined, was 20% per cent growth in previous years, is now the single digit growth. "Zhao Ping said that related to growth and the changing consumer culture. First of all, seen from the outside, is restricted by the State "Excellencies," consumption, extravagant consumption habits are changing in society. Seen from the inside, luxury goods into China 5 years, local despot consumer culture through quality rendering after precipitation turned to a low-key, restrained, and involves the consumer culture, luxury consumption rapidly maturing. Secondly, more and more people are willing to go abroad to buy luxury goods, as domestic and foreign price differentials, and shopping abroad more and more channels.
Research also found that the luxury brand popularity and fashion there is a strengthening trend. As consumers grow and increased business transparency, premium luxury room for further reduction, more and more consumers are starting to focus on luxury and performance.
The future dominated by understated connotations
Along with consumer attitudes tend to be rational, luxury market is likely to decline in the future. The Chinese luxury report forecast high core consumer to flee in the future will be further intensified, and the edge of secondary assets consumer rate increases will slow further. 3-5 years in the future, luxury consumer to flee would be further seriously affect the edges of consumers and potential consumers of consumer enthusiasm, luxury brands will usher in massive decline.
Although the luxury market could decline, but the Chinese market will keep growing, growth is diminishing. Said Zhao Ping, China's luxury goods market will still grow in the future, because people are rich, will inevitably demand for high-end goods. But a low-key, literate consumer culture, have good intentions for the mainstream, wealth has become a thing of the past.
Zhao Ping also predicted that: "the luxury market in the future, domestic and international price trend will become more and more clear, the domestic market is no longer as in the past, been split out, but into the international market. ”
Wealth Institute predicted that future luxury will usher in the large-scale development of customized industry opportunities, can reflect a personal touch of luxury brands will be more sought after. The end of 2013, custom-branded China's luxury market there will be more than 4,000.
中国人购买奢侈品的能力以远超预期的速度在增长。据中国奢侈品市场研究机构财富品质研究院日前发布的2013年《中国奢侈品报告》显示，中国人年消费奢侈品超千亿美元，支撑起了全球奢侈品市场半壁江山，是全世界最大奢侈品客户。专家预测，未来奢侈品市场将进一步增长，消费者逐步走向理性成熟，消费将迎来“性价比”时代。
中产阶层购买力旺盛
财富品质研究院的调研显示，中国奢侈品市场分为本土消费与境外消费两大块，2013年本土消费将达280亿美元，预计增幅为3%；境外消费进一步增强，将达740亿美元，二者相加，中国人2013年奢侈品消费总额将达1020亿美元。
虽然2013年全球奢侈品市场面临着诸多压力，但全年增长率预计仍达11%，其中，中国人将买走全球47%的奢侈品。2012年，中国人在欧美地区购买奢侈品约占消费总量的40%，而到2013年，在大陆以外地区消费奢侈品高达80%。
中国人购买力旺盛，主要缘于本国经济向好，富裕买家队伍迅速壮大。商务部研究院消费经济研究部副主任赵萍在接受本报记者采访时指出，中国经济实力不断壮大，人均收入不断增加，提升了中国人的消费信心，特别是中产阶层人士，更愿意买品质好的奢侈品以提高生活质量。
如今，中国人购买奢侈品不仅自己享用，还喜欢赠送朋友。顺应这种需求，大量奢侈品集团纷纷进军中国市场。财富品质研究院的研究发现，全球奢侈品市场的增长主要来源于新兴消费力的增长和新市场、新店面的增加，即使是在各大奢侈品集团控制开店数量的情况下，2013年奢侈品牌平均店铺增长率仍将达到9%。另据统计，2012年，世界主要奢侈品品牌都已相继入驻中国一线城市。北京、上海、广州等城市的奢侈品市场已接近于饱和。2013年开始，许多奢侈品品牌开始向中国二线城市发展。
消费者日益趋于理性
不同于前些年盲目崇拜名牌，现如今中国消费者越来越趋于理性。据财富品质研究院对4650名中国高资产消费者的调研发现，很多一线奢侈品牌已经被中国消费者抛弃，特别是一些超高资产的奢侈品核心消费者。尚普咨询奢侈品行业分析师认为，2013年中国奢侈品市场逐渐走向理性，奢侈品的购买者从社会精英渐渐向中产阶级转变。
“中国市场奢侈品消费规模在不断增长，但增长幅度有所下降，前几年是20%—30%的增长，现在是个位数增长。”赵萍分析说，增幅下降与消费文化转变有关。首先，从外部看，国家限制“三公”消费，社会上奢华消费风气在改变。从内部看，奢侈品进入中国5年多来，土豪消费文化经过渲染沉淀后转向低调、内敛、有品质、有内涵的消费文化，奢侈品消费迅速走向成熟。其次，越来越多的人愿意去国外购买奢侈品，因为国内外价格差大，而且出国购物的渠道越来越多。
研究还发现，奢侈品牌的大众化和时尚化有加强的趋势。随着消费者的逐步成长以及商业社会信息透明度的提高，奢侈品的溢价空间进一步降低，越来越多的消费者开始重视奢侈品的性价比。
未来以低调内涵为主
随着人们消费观念趋于理性，未来奢侈品市场有可能走下坡路。《中国奢侈品报告》预测，高资产的核心消费者的逃离在未来将进一步加剧，而中等资产的边缘消费者的增加速度将进一步放缓。未来3-5年内，奢侈品核心消费者逃离将进一步严重影响边缘消费者和潜在消费者的消费热情，奢侈品牌将迎来大规模衰退。
虽然奢侈品市场有可能衰退，但中国市场将保持增长，只是增幅在降低。赵萍说，将来中国奢侈品市场规模还是会增长，因为人们富裕了，必然会对高端商品有需求。但消费文化将以低调、有文化、有内涵为主流，炫富已成为过去式。
赵萍还预测说：“未来奢侈品市场上，国内国际同价趋势将越来越明显，国内市场不再像过去那样被分割出来，而是融入到国际市场中。”
财富品质研究院预测，未来奢侈品定制产业将迎来规模化发展机会，能体现个人色彩的奢侈品牌将受到更多追捧。2013年底，中国奢侈品市场定制品牌数量将超过4000个。
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