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It is said that in 2010 the expenditure of Chinese lu-xury goods will amount to 500 billion yuan, becoming the third largest luxury goods market in the world, preceded only by America and Japan.
Have the Chinese already become a favorite of the luxury goods market? What type of people are consuming luxury goods? Using animals to represent the different social classes, we can outline a map of the relative distance between consumption of luxury goods.
0 meters from luxury—King lions
They are the creators of the luxury goods market. It is not money that they take into consideration but the issue of choice. Just like king lions, they can show disdain for everything in this market because of their kingly status. They have no concept of money; this is only a question of numbers. The 1)Topmarqrues, which was held in Shanghai in October 2005, attracted over 7000 millionaires with a 2)turnover of 200 million yuan. It is reported that of the 7000 millionaires, over 90% came from mainland China. They already had firm spending goals, many of them making the decision to spend as soon as they tried something out. This made many of the foreigners participating in the business fair sigh, “We would never have thought Chinese millio-naires were so generous.”
10 meters from luxury—foxes
They have generally received higher education and maintain a higher level of consumption. Most importantly, they have a sense of what is in fashion and eagerly anticipate the social trends. These are the so-called “newly rich inlanders”, many of who were born in the late 60’s and the 70’s. In terms of the distribution of job occupation, close to 50% are high-level 3)superintendents, specialists and government officials.
100 meters from luxury—rabbits
They are represented by the “moonlight 4)clan”, a group of people with a monthly income between 1000 to 3000 yuan who are able to “spend millions.” They dare to buy handbags of 1800 yuan with 2000 yuan monthly salaries, use Dior perfume but nevertheless wear cheap clothes worth less 100 yuan, and eat beefsteak for a few dozen yuan, so that there is often little money left remaining for their credit cards. In their opinion it is the appearance that determines one’s value; that diligently spending can be productive and young people need to publicize themselves better.
What is the attraction of luxury goods?
For millionaires, it is a symbol of social status.
On October 18th of 2005, the Chinese millio-naires repeatedly surprised the foreigners participating in the Topmarqrues.
On the 29th April of 2006, a similar experience occurred at the world summit held in Shanghai. The Chinese spent money generously and during the course of the three-day exhibition that had audiences of 10,000, earnings from the entrance ticket alone amounted to over seven million yuan.
Has China really reached such a level of prosperity? Wouldn’t it be better to take the seven million yuan and use it for investment or charity? But to a millionaire, money is only a number, whereas luxury goods are a sign of status.
Workers with salaries: prestige project
Workers with salaries have entered an age that is completely different from their previous generation. Worshipping high quality designer goods has lead paid workers into an age where a large group collecting luxury goods now replaces a small group of rich people buying luxury goods.
What has changed from previous ages is that the salaried workers consume both high quality goods and low-grade commodities. They believe that lu-xury can bring them happiness, confidence and prestige. Hence they are glad to spend more than half a year’s saving on one item of clothing.
Country: macroeconomic regulation and control on luxury consumption is through tax revenue.
China has collected taxes on spending on yachts, golf and the watches since April 2006. This policy adjustment has been the largest scale adjustment since the reform of the tax system began in 1994. Imposing heavy taxes is the best way to guide healthy consumption of 5)upscale luxury goods.
Society: The establishment of luxury goods rent industry is needed.
Nowadays high-level European female white-collar workers have found a good way to maintain their budgets whilst keeping their dignity, by renting luxury goods. This emerging business, along with the automobile renting industry allows the consumer to freely face some situations and be able to save money, according to the USA media. Therefore, one could foresee that if the luxury goods renting industry comes into fashion in China, this could develop into a new profession with good prospects.
据说到了2010年，中国国内奢侈品的消费额将达到5000亿元人民币，中国将成为世界上仅次于美国和日本的第三大奢侈品消费市场。
中国人是否已经成为奢侈品市场钟情的对象？又是哪些类型的人在消费奢侈品呢？如果借用动物来代表不同社会阶层的人，我们大致可以勾勒出他们与奢侈品消费之间的相对距离的示意图。
与奢侈品零距离——狮子王
他们是奢侈品市场的缔造者。这类人只需考虑商品的取舍，价钱并不在他们的考量范围之内。就像狮子王一样，出于王者身份他们能在这个市场里睥睨一切。他们对金钱没什么概念，那对于他们来说不过是数字而已。2005年10月在上海举办的国际顶级私人物品展吸引了超过7000名大富豪，创造了2亿元的营业额。据报道，在这7000名富豪当中，超过90％来自中国内地。他们怀着确定的消费目标而来，很多人一试用完某件商品就立即决定购买。这使得不少参与这个商品交易会的外国人感叹：“我们从未想到中国的富豪如此慷慨大方。”
距离奢侈品10米——狐狸
他们一般都受过高等教育，保持着较高层次的消费水平。最重要的是，他们了解时下流行什么，并渴望领先社会风尚。这些就是所谓的“新近富起来的内地人”。他们中的很多人出生在上世纪60年代后期以及70年代。在职业分布方面，他们中接近50％的人是高级主管、专家以及政府官员。
距离奢侈品100米——兔子
他们是“月光族”的代表，即一群月收入在1000到3000元之间，却可能会一掷千金的人。他们即使月收入只有2000元，也敢购买售价1800元的手袋，使用迪奥香水，但仍然穿着100元以下的便宜衣服，吃几十元一份的牛排，所以他们的信用卡通常都没有一点余钱。在他们看来，外表决定了一个人的价值，频繁的消费将会有所产出，年轻人需要更好地包装和推销自己。
什么使得奢侈品如此诱人？
对于百万富翁来说，它是社会地位的象征。
2005年10月18日那天，中国的富豪们在国际顶级私人物品展上的举动不断使与会的外国人惊讶不已。
2006年4月29日，在上海举办的世界顶级生活体验中国峰会上，类似的情况再次发生。中国人花钱很是大方。在持续3天的展览期间中，有1万人入场，仅门票的收益就累计超过了700万元。
中国真的达到了如此繁荣的程度吗？把那700万元用于投资或者慈善事业难道不是更有益吗？然而对于一个百万富翁来说，金钱不过是一个数字，而奢侈品却是一种身份的象征。
工薪阶层：声望工程
工薪阶层进入了一个与他们上一辈完全不同的时代。对高品质、由名师设计的产品的崇拜，导致工薪阶层进入了一个现今由大群体搜罗奢侈品取代一小群富人购买奢侈品的时代。
和之前的时代不同的是，工薪阶层既消费高品质商品，又消费低层次的商品。他们认为奢侈品能给他们带来快乐、自信和声望。因此他们乐于把大半年的存款花在一件衣服上。
国家：通过税收来进行宏观经济调节，控制奢侈品的消费。
自2006年4月起，中国开始对游艇、高尔夫球以及手表消费征税。这项政策调整是自1994年开始进行税收系统改革以来最大规模的政策调整。征收重税，是引导人们对高价位的奢侈品进行健康消费的最佳途径。
社会：亟待发展奢侈品出租产业。
如今在欧洲高阶层的白领女性中，流行一种既能保持尊贵身份又能不超出预算的好方法，即租用奢侈品。根据美国媒体的报道，这个新兴的产业以及汽车出租行业，使得消费者能自如地应付一些情况，并能节省金钱。因此我们可以预见，如果奢侈品出租之风吹到中国，就大有希望发展成为一个颇具前景的新行业。
Have the Chinese already become a favorite of the luxury goods market? What type of people are consuming luxury goods? Using animals to represent the different social classes, we can outline a map of the relative distance between consumption of luxury goods.
0 meters from luxury—King lions
They are the creators of the luxury goods market. It is not money that they take into consideration but the issue of choice. Just like king lions, they can show disdain for everything in this market because of their kingly status. They have no concept of money; this is only a question of numbers. The 1)Topmarqrues, which was held in Shanghai in October 2005, attracted over 7000 millionaires with a 2)turnover of 200 million yuan. It is reported that of the 7000 millionaires, over 90% came from mainland China. They already had firm spending goals, many of them making the decision to spend as soon as they tried something out. This made many of the foreigners participating in the business fair sigh, “We would never have thought Chinese millio-naires were so generous.”
10 meters from luxury—foxes
They have generally received higher education and maintain a higher level of consumption. Most importantly, they have a sense of what is in fashion and eagerly anticipate the social trends. These are the so-called “newly rich inlanders”, many of who were born in the late 60’s and the 70’s. In terms of the distribution of job occupation, close to 50% are high-level 3)superintendents, specialists and government officials.
100 meters from luxury—rabbits
They are represented by the “moonlight 4)clan”, a group of people with a monthly income between 1000 to 3000 yuan who are able to “spend millions.” They dare to buy handbags of 1800 yuan with 2000 yuan monthly salaries, use Dior perfume but nevertheless wear cheap clothes worth less 100 yuan, and eat beefsteak for a few dozen yuan, so that there is often little money left remaining for their credit cards. In their opinion it is the appearance that determines one’s value; that diligently spending can be productive and young people need to publicize themselves better.
What is the attraction of luxury goods?
For millionaires, it is a symbol of social status.
On October 18th of 2005, the Chinese millio-naires repeatedly surprised the foreigners participating in the Topmarqrues.
On the 29th April of 2006, a similar experience occurred at the world summit held in Shanghai. The Chinese spent money generously and during the course of the three-day exhibition that had audiences of 10,000, earnings from the entrance ticket alone amounted to over seven million yuan.
Has China really reached such a level of prosperity? Wouldn’t it be better to take the seven million yuan and use it for investment or charity? But to a millionaire, money is only a number, whereas luxury goods are a sign of status.
Workers with salaries: prestige project
Workers with salaries have entered an age that is completely different from their previous generation. Worshipping high quality designer goods has lead paid workers into an age where a large group collecting luxury goods now replaces a small group of rich people buying luxury goods.
What has changed from previous ages is that the salaried workers consume both high quality goods and low-grade commodities. They believe that lu-xury can bring them happiness, confidence and prestige. Hence they are glad to spend more than half a year’s saving on one item of clothing.
Country: macroeconomic regulation and control on luxury consumption is through tax revenue.
China has collected taxes on spending on yachts, golf and the watches since April 2006. This policy adjustment has been the largest scale adjustment since the reform of the tax system began in 1994. Imposing heavy taxes is the best way to guide healthy consumption of 5)upscale luxury goods.
Society: The establishment of luxury goods rent industry is needed.
Nowadays high-level European female white-collar workers have found a good way to maintain their budgets whilst keeping their dignity, by renting luxury goods. This emerging business, along with the automobile renting industry allows the consumer to freely face some situations and be able to save money, according to the USA media. Therefore, one could foresee that if the luxury goods renting industry comes into fashion in China, this could develop into a new profession with good prospects.
据说到了2010年，中国国内奢侈品的消费额将达到5000亿元人民币，中国将成为世界上仅次于美国和日本的第三大奢侈品消费市场。
中国人是否已经成为奢侈品市场钟情的对象？又是哪些类型的人在消费奢侈品呢？如果借用动物来代表不同社会阶层的人，我们大致可以勾勒出他们与奢侈品消费之间的相对距离的示意图。
与奢侈品零距离——狮子王
他们是奢侈品市场的缔造者。这类人只需考虑商品的取舍，价钱并不在他们的考量范围之内。就像狮子王一样，出于王者身份他们能在这个市场里睥睨一切。他们对金钱没什么概念，那对于他们来说不过是数字而已。2005年10月在上海举办的国际顶级私人物品展吸引了超过7000名大富豪，创造了2亿元的营业额。据报道，在这7000名富豪当中，超过90％来自中国内地。他们怀着确定的消费目标而来，很多人一试用完某件商品就立即决定购买。这使得不少参与这个商品交易会的外国人感叹：“我们从未想到中国的富豪如此慷慨大方。”
距离奢侈品10米——狐狸
他们一般都受过高等教育，保持着较高层次的消费水平。最重要的是，他们了解时下流行什么，并渴望领先社会风尚。这些就是所谓的“新近富起来的内地人”。他们中的很多人出生在上世纪60年代后期以及70年代。在职业分布方面，他们中接近50％的人是高级主管、专家以及政府官员。
距离奢侈品100米——兔子
他们是“月光族”的代表，即一群月收入在1000到3000元之间，却可能会一掷千金的人。他们即使月收入只有2000元，也敢购买售价1800元的手袋，使用迪奥香水，但仍然穿着100元以下的便宜衣服，吃几十元一份的牛排，所以他们的信用卡通常都没有一点余钱。在他们看来，外表决定了一个人的价值，频繁的消费将会有所产出，年轻人需要更好地包装和推销自己。
什么使得奢侈品如此诱人？
对于百万富翁来说，它是社会地位的象征。
2005年10月18日那天，中国的富豪们在国际顶级私人物品展上的举动不断使与会的外国人惊讶不已。
2006年4月29日，在上海举办的世界顶级生活体验中国峰会上，类似的情况再次发生。中国人花钱很是大方。在持续3天的展览期间中，有1万人入场，仅门票的收益就累计超过了700万元。
中国真的达到了如此繁荣的程度吗？把那700万元用于投资或者慈善事业难道不是更有益吗？然而对于一个百万富翁来说，金钱不过是一个数字，而奢侈品却是一种身份的象征。
工薪阶层：声望工程
工薪阶层进入了一个与他们上一辈完全不同的时代。对高品质、由名师设计的产品的崇拜，导致工薪阶层进入了一个现今由大群体搜罗奢侈品取代一小群富人购买奢侈品的时代。
和之前的时代不同的是，工薪阶层既消费高品质商品，又消费低层次的商品。他们认为奢侈品能给他们带来快乐、自信和声望。因此他们乐于把大半年的存款花在一件衣服上。
国家：通过税收来进行宏观经济调节，控制奢侈品的消费。
自2006年4月起，中国开始对游艇、高尔夫球以及手表消费征税。这项政策调整是自1994年开始进行税收系统改革以来最大规模的政策调整。征收重税，是引导人们对高价位的奢侈品进行健康消费的最佳途径。
社会：亟待发展奢侈品出租产业。
如今在欧洲高阶层的白领女性中，流行一种既能保持尊贵身份又能不超出预算的好方法，即租用奢侈品。根据美国媒体的报道，这个新兴的产业以及汽车出租行业，使得消费者能自如地应付一些情况，并能节省金钱。因此我们可以预见，如果奢侈品出租之风吹到中国，就大有希望发展成为一个颇具前景的新行业。