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中國(guó)人何以對(duì)奢侈品趨之若鶩
'Self-reward' may explain luxury purchases in China

[ 2014-04-04 11:24] 來(lái)源:中國(guó)日?qǐng)?bào)網(wǎng)     字號(hào) [] [] []  
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中國(guó)人何以對(duì)奢侈品趨之若鶩

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Chinese consumers' insatiable appetite for luxury goods and services appears unstoppable, with just 2 percent of the Chinese population responsible for one-third of the world's luxury items.

As China's economic miracle continues and spreads across second- and third-tier cities, the market opportunities for all sorts of luxury goods and services are unfathomable.

Luxury consumption in China now extends way beyond well-known car, clothing and jewelry brands. For example, the luxury jet market in China is the fastest-growing in the world, even outstripping that of the United States, with a market share of 25 percent. This trend appears set to continue, with 20 to 30 percent growth expected in China, compared with only 2 to 3 percent in the US.

But more important, China's luxury jet market growth represents a major development in the private consumption of luxury items.

China's high-quality red wine market also provides tangible evidence of the growth in private consumption of luxury goods.

In 2013, China became the largest market for red wine in the world, even overtaking the French, with 1.86 billion bottles quaffed in China last year. Over the past five years, China's red wine consumption has grown 136 percent.

But far more attention is still paid to the visible signs of Chinese consumers' luxury shopping.

Public consumption of such expensive, sumptuous global luxury brands such as Prada and Armani is easily explained by the desire to "gain face" and publicly display social climbing through material possessions. Consequently, celebrity endorsement features heavily in the marketing of such luxury items

Private consumption of luxury items is, however, less well understood. According to my ongoing consumer research in this area, it is "self-reward" that lies behind consumer motivation in this area.

Chinese consumers who have experienced rapid financial and economic gains appear particularly prone to the need to reward themselves for their success. But this has little to do with "gaining face" and impressing others and much more to do with the need for personal contentment.

As a result, the marketing of privately consumed luxury items, from jets to red wine, needs to adapt from the strategies and associations often employed where public consumption is concerned.

Private consumption of luxury items is often a far more rational, planned and, therefore, deliberate process.

In consequence, it is imperative that tangible product features and attributes are central to any marketing campaign and that exciting emotional associations do not dominate.

The spectacular growth of high-quality red wine consumption by the Chinese probably has a lot to do with perceived health benefits, for example, in combination with typical emotional associations such as prestige and sophistication.

Luxury jets are also probably acquired for their immediate, rational rewards such as convenience and speed.

Private consumption of luxury items in China is also likely to represent a more calm and reflective experience, in comparison with the excitement and frivolity often key to public consumption.

As a result, celebrity endorsement and profligate use of bright, ostentatious colors should play little part in any private luxury building of brands in China.

Finally, the growth in private luxury consumption in China is set to continue in part due to the maturity of the Chinese consumer and advancement of Chinese consumer culture generally.

(The author is a visiting professor at the University of International Business and Economics in Beijing and a senior lecturer on marketing at Southampton Solent University's School of Business. The views do not necessarily reflect those of China Daily.)

MIKE BASTIN

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中國(guó)消費(fèi)者對(duì)奢侈品和服務(wù)有著狂熱的購(gòu)買欲。僅2%的中國(guó)人口就包攬了全世界三分之一的奢侈品。

由于中國(guó)經(jīng)濟(jì)的奇跡不斷,二三線城市發(fā)展迅速,各種奢侈品和服務(wù)的市場(chǎng)空間巨大。

中國(guó)的奢侈品消費(fèi)已經(jīng)不單單局限于名車、名牌服飾及珠寶。比如,中國(guó)的豪華專機(jī)市場(chǎng)在全球中發(fā)展最為迅猛,甚至遠(yuǎn)超美國(guó),占據(jù)25%的市場(chǎng)份額。這種趨勢(shì)似乎不會(huì)消停,中國(guó)這塊消費(fèi)市場(chǎng)的增長(zhǎng)幅度預(yù)計(jì)高達(dá)20%至30%,相比之下,美國(guó)僅為2%至3%。

更重要的是,中國(guó)豪華專機(jī)市場(chǎng)份額的攀升代表了全國(guó)個(gè)人奢侈品消費(fèi)的重要發(fā)展。

中國(guó)高檔紅酒市場(chǎng)同樣也是個(gè)人奢侈品消費(fèi)增長(zhǎng)的切實(shí)證據(jù)。

2013年,中國(guó)成為世界上最大的紅酒市場(chǎng),去年甚至以18.6億瓶的瘋狂消費(fèi)額趕超法國(guó)。過(guò)去五年里,中國(guó)的紅酒消費(fèi)已經(jīng)增長(zhǎng)了136%。

然而,人們更多關(guān)注的還是中國(guó)消費(fèi)者購(gòu)買奢侈品的顯著跡象。

公眾消費(fèi)像普拉達(dá)、阿瑪尼此類昂貴、奢華的全球奢侈品牌,原因很簡(jiǎn)單,就是為了“賺足面子”,并通過(guò)物質(zhì)財(cái)富互相攀比。因此,名人代言在奢侈品市場(chǎng)中屢見(jiàn)不鮮。

然而,個(gè)人奢侈品消費(fèi)就比較讓人費(fèi)解。據(jù)筆者對(duì)這一領(lǐng)域消費(fèi)者的持續(xù)調(diào)查顯示,“自我獎(jiǎng)賞”是這一消費(fèi)的潛在動(dòng)機(jī)。

尤其是快速發(fā)家致富的中國(guó)消費(fèi)者更傾向于以此嘉賞自己。但這與“賺足面子”和折服他人沒(méi)有多大關(guān)系,反而更多是出于自我滿足的需求。

因此,從飛機(jī)到紅酒,個(gè)人奢侈品消費(fèi)市場(chǎng)需要采納借鑒公共消費(fèi)的常用策略和關(guān)聯(lián)性。

個(gè)人奢侈品消費(fèi)行為通常更具合理性和計(jì)劃性,因此,這是深思熟慮的過(guò)程。

為此,任何營(yíng)銷活動(dòng)都務(wù)必以有形商品的特征和屬性為中心,而非刺激性的情感聯(lián)想。

例如,中國(guó)高檔紅酒消費(fèi)的快速增長(zhǎng)可能很大程度上與人們認(rèn)知中的養(yǎng)生價(jià)值有關(guān),還跟一些諸如聲望和素養(yǎng)之類的典型情感聯(lián)想有關(guān)。

豪華專機(jī)也可能由于其即時(shí)合理的優(yōu)越性(如便捷和快速)而受到青睞。

在中國(guó),一時(shí)沖動(dòng)和購(gòu)買草率是公共消費(fèi)的關(guān)鍵因素,相比之下,個(gè)人奢侈品消費(fèi)行為也就顯得更加冷靜和慎重。

因此,名人代言和濃墨重彩的宣傳對(duì)中國(guó)樹(shù)立任何個(gè)人奢侈品品牌的作用幾乎是微乎其微的。

最后,中國(guó)個(gè)人奢侈品消費(fèi)的持續(xù)增長(zhǎng)部分是因?yàn)橹袊?guó)消費(fèi)者的成熟理智以及中國(guó)消費(fèi)文化水平的普遍提升。

(筆者麥克?巴斯廷是北京對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué)的客座教授,同時(shí)也是南安普頓索倫特大學(xué)商學(xué)院營(yíng)銷學(xué)的高級(jí)講師。)

(譯者 Yilia_ 編輯 丹妮)

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