Revealing Young People'S Psychological Motives For Pursuing Luxury Cards

< p > > as a < a href= "http://sjfzxm.com/news/index_c.asp" > network editor < /a >, she thinks that understanding luxury goods is just like her occupation, is a high-end atmosphere performance.

"Chatting with friends at the same time, not having a few words in English, or making a few luxuries, will make you feel that you have never seen the world and the special soil.

Of course, if you can easily say their names, plus one or two luxury brand bags, whether they are friends gathering or going out to talk about things, it will make you feel good taste, perhaps this is the girl's vanity, Yang Yang told reporters.

So Yang Yang is not just "obscenity". Her meager salary does not stop her from adding "luxury" to herself.

Yang Yang once saved up 3 months' money and bought himself a handbag worth 4000 yuan. "When I walked on the street with the bag for the first time, I instantly felt that I was particularly confident and felt that people around me looked at me." this kind of "self-confidence" made Yang Yang's desire to extravagant purchases become unmanageable. Not long ago, she saved money and bought a purse worth 2000 yuan. In her words, "such a purse matches my handbag".

At this time, Yang Yang could forget the days that he had gone through in order to satisfy this so-called "self-confidence".

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< p > although the luxury goods have the same "crazy love", but the situation of the deer is not the same as Yang Yang. The annual salary of 200 thousand of the deer do not have to be too simple to eat, every season can also add 1 favorite big bags or accessories.

Fawn has worked in one of the four major accounting firms in the world. Young deer who had had overseas study experience believed that the use of luxury goods was a symbol of taste.

"These luxury brand bags or clothes are really beautiful in design, and the choice of materials is also very exquisite. It can be said to be beautiful, comfortable to use and adornment on the body to enhance their temperament, so I think this is a pursuit of high-end quality of life. Once you get used to it, you want me to go back to using dozens of pieces and hundreds of pieces of things. It's hard for me to accept it."

The deer said so.

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Yang Yang and fawn are not examples of P's pursuit and love for luxury goods.

According to statistics, domestic consumption in China's luxury goods market increased by 3% last year, an increase of 3%. Overseas consumption was further strengthened, reaching 74 billion US dollars, that is, the total consumption of luxury goods in China in 2013 was $102 billion, or about 600000000000 yuan. This shows that the Chinese have bought 47% of luxury goods, which is the undisputed largest customer in the global luxury market.

Young people play an important role in luxury consumption.

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Hlalele has been engaged in overseas purchasing business for 6 years. In her view, at present, the vast number of young people, especially those who are working just now, are becoming the main force in overseas purchasing luxury army. P

"There is no doubt that the main source of luxury purchases should be the rich people we usually think of. They not only care about the price of luxury goods in domestic counters, but also have the ability to go overseas to purchase limited money and special editions which are only sold in special areas and special times.

But for overseas purchasing luxury goods market, our main customer groups are mainly young luxury white-collar workers who love luxury goods and fashion culture and have certain economic strength.

If these buyers are made a simple geographical division, they mostly live in Shanghai or Beijing. "

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< p > "the biggest attraction of overseas purchasing to customers is cheap goods. The same style bags can be cheaper 2 to 70 percent off cheaper than domestic ones abroad.

Many luxury goods buyers do not earn much money. Some customers will buy more than 6 thousand LV handbags at 5 thousand monthly salary.

It is because of their limited economic capacity and sensitive price that they choose overseas purchasing.

Vegetable dishes tell reporters the advantages of purchasing agents: the quality of things used is the same, others can not see the difference, consumers are left with money.

Of course, because overseas purchasing is mainly conducted online, customers not only have high degree of recognition of e-commerce, but also have some foreign languages, so the main customers of overseas purchasing are young people between 25 and 40 years old.

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< p > reporters arrived at the Seth outlets store near Shunyi airport in Beijing. In front of an international famous brand store, the reporter observed for thirty minutes, and few people entered the store.

Later, after the interview, the reporter learned that although the famous discount shop has an advantage in price, the goods in it are mostly old products or defective products with weak quality problems, so this is not very acceptable for young people who pursue fashion and high quality.

So luxury brands in outlets are not the focus of consumption for young people.

In contrast, the cheap overseas purchasing market has become a new choice for young people to spend.

From this, we can see that when young people pursue luxury goods, they value not only the quality of articles, but also the amount of face they give to themselves. They also care about the benefits and self affordability of their prices.

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< p > Senior Purchasing Agent Lao Gao said, in fact, many people bought luxury goods at the beginning. It doesn't matter whether they want to have luxury or not.

Therefore, the earliest purchase of goods are large brands, many of which are the most conspicuous of Logo.

But now, some mature luxury goods consumers are beginning to let luxury goods return to the essence of high-end quality goods. They will pay more attention to practicality and cost performance, especially whether they can fit their personalized needs.

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< p > Zheng Lun, Professor of psychology, School of education and training, China Youth University for Political Science, believes that the purchase of expensive luxury goods by young consumers is characterized by conformity and group consistency.

This feature is not in contradiction with the "pursuit of self realization" and "the pursuit of individuality" by young people.

The consumption choices of young people are not entirely the result of individual choice, but are often influenced by others.

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< p > in addition, young people's admiration for idols can lead to imitation and believe that the ability to use brand similar to idols is a great pleasure and excitement.

This is also why many luxury brands will invite celebrities like film, sports, business and other celebrities to endorse.

When buying and using these products, young people will unconsciously assume that they have stepped aside from their idols, thereby further strengthening this purchase behavior.

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< p > MIKI is a salesperson who works in a luxury store in Beijing. She told reporters that as the luxury goods sold by the counters rarely have discount activities, compared with the foreign styles, there is no advantage in interest rates and tariffs, and the price is high.

"The main reason for buying luxury goods is that men buy more gifts for their wives or girlfriends, or they are older than 40 or over 45. They seem to have more mature women who are financially strong. They don't ask for price, but they want to spend a lot of money on their families or their own happiness."

Of course, there are young people to buy things in the counter, MIKI told reporters: "last week, on a weekend night, a very ordinary girl came into the shop and hurried to MIKI. Then she pointed to a woman's wallet in the display window and said," help me get this. "

This is suitable for young girls to use less than 20 centimeters of small money folder to more than 4000 yuan, I started to start with such an expensive wallet, I am very surprised.

Later, when I was waiting for the payment, I knew that the girl who looked a little timid was just an ordinary clerk from a medium-sized joint venture in Beijing. The expensive wallet was that she had saved half a year's money to reward her birthday present.

There are many examples, but with the development of Internet, MIKI believes that luxury luxury counters do not have an advantage in attracting young consumers.

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