Investigation report on luxury consumption

Investigation report on luxury consumption

The consumption habits and tastes of luxury consumers in China are undergoing great changes. Among them, the shopping motivation has shifted from giving gifts to personal use, and shopping locations have also turned more overseas. According to the report, two years ago, more than13 consumers in China mainly bought luxury gifts, including Rolex watches and Gucci handbags. At present, consumers in China buy luxury goods not as gifts for bosses or officials, but for their own use or for friends. According to the report, the limited consumption of the "three fairs" has greatly reduced the purchase of luxury gifts, which has caused a large number of China tourists to reduce the number of luxury purchases when they are in consumption abroad, or even buy them anonymously.

Luxury consumption in overseas channels has become the choice of most domestic consumers to buy luxury goods. According to the survey, more than two-thirds of China consumers buy luxury goods through consumption abroad, mainly in French, Milan, London, new york and Japanese countries and regions where luxury goods are popular. Due to exchange rates, taxes and other discounts, the prices of luxury goods in these countries and regions are more than 50% lower than those in China. According to the survey, about 20% of consumption abroad's friends buy them for their own use.

Consulting firm Bain &; Italian-based Co) danielezito said that China consumers used to buy luxury goods to show off their wealth, but now they want to show their taste through luxury goods, and tend to choose luxury goods that the luxury goods industry can provide. "This also gives more opportunities to small but good quality niche brands." The survey shows that more and more consumers in China choose clothing categories and new brands when buying luxury goods.

The second luxury consumption survey report

Yesterday, a man in his early thirties asked the staff curiously, "Why do you want to open another lv here?" Because it is on the edge of the corridor, all people coming from Block C will be attracted by this shop surrounded by huge advertising pictures. The door of the shop is still locked, and there is no movement inside. The words on the exterior wall are striking: Louis Vuitton will continue to serve you on the second floor of Block B during the store upgrade. "Our store is only a temporary store, and the new men's clothing store officially opened on the 23rd." Not far away, in lv's men's clothing store, the salesperson saw the reporter enter the door and enthusiastically introduced, "The regular store is much bigger than we are now, and the display is better, and the men's clothing will be much richer." The reporter saw that due to the limited area, many men's clothes were just hung on a hanger for guests to choose.

It is very special to open two stores in a place like Hangzhou Tower, and also to open a men's store, which is very special in the situation of the decline of luxury goods market, behind which are the rise of luxury goods and other forces.

"The new men's clothing store has a total area of 195 square meters and a sales area of 145 square meters, which is almost 50 meters away from the women's clothing store." Yesterday, the relevant person in charge of Louis Vuitton described the appearance of the new store to the qianjiang evening news reporter: the store will focus on shoes, watches and men's ready-to-wear series, and the store design will adopt large-area transparent glass and window layout, hoping to create a more friendly atmosphere for potential customers.

In fact, opening a men's clothing store is not an initiative of the Lu family.

Looking at XX years, the life of the boutique in Hangzhou Building is not easy, but two stores are laughing happily: one is Fendi, and the sales increase is mainly due to the men's clothing store rebuilt last year; The other is diorhomme, and even Galeries Lafayette has to lose weight for her. He has performed well since he entered Hangzhou Tower at the end of XX, and his sales have been very strong recently.

"We made a store renovation in February and March of XX, and put men's wear products in the store on the second floor for the first time." The relevant person in charge of Fendi said, "I deliberately didn't get through the two stores on the first floor and the second floor, just hoping to make a difference." In fact, Fendi has always had men's wear, but very few. It was not until the autumn and winter Milan men's wear week in June of XX that the fashion show was first launched. Before that, it was a small preview form. The first show was very effective, and I was full of praise for fashion. Men's monster bags are all sold out.

Needless to say, diorhomme opened two stores in Hangzhou in the embryonic stage of men's consumption. At present, more than 10 stores have been opened in China, and new stores will appear in the near future. Gucci currently has two men's clothing stores in China, one in Beijing and the other in Shanghai. In addition, its six stores across the country also provide customized services for men's wear and shoes. Hermes opened a men's clothing store in America. Although there is no movement in China, Hermes House in Shanghai has built a customized room for men, and a tailor is responsible for serving you all the year round.

It is not uncommon for three or five men to appear at the diorhomme store in Hangzhou Tower. There are always two or three people in this group who will pay the bill.

"To be bright, to be closed, and to be moist, this is the requirement of men now, and we just fit in." Diorhomme sales staff told qianjiang evening news that about 70% of men who enter the door will eventually place an order, which is much higher than that of women who shop aimlessly. The unit price of 1000 yuan is the lowest (shirts are usually four or five thousand yuan), and some men will buy them in sets, and shirts, pants and one-piece suits will be more together. "There are also many guests who buy 50,000 to 60,000 at a time and 80,000. We don't give discounts, so they have no extra ideas. If they fancy it, they will place an order. "

Don't think that only women like the shopping process, and men also have a hobby of hoarding goods. Alex, who studied in the United States, said: "When I was in college, I often bought luxury goods through the Internet. The quantity is small, but everything is expensive, especially some limited editions. But I seldom wear it. 90% of things have only been worn once or twice, and some are brand new. After a while, I felt that I didn't like it so much, so I put it on ebay, sold it at a price of about 30% off the new product, and then bought a new one. "

"The goods for men and women in our store are basically 1 to 1, and men have always been the main consumers in the store. We had a 50% discount in the discount season in previous years, and this year's men's wear had a minimum discount of 60%, but it sold well. " Introduction of Ferragamo counter clerk in Vientiane City. Men generally spend more money than women because they buy more ready-made clothes and the quantity they buy is increasing.

The relevant person in charge of Fendi recently studied its global sales data and found that 50% of men's wear sales came from China: "The China market itself is developing, and we are developing at the right time. Many men like to buy together, and coats, trousers and bags are often taken together. Moreover, the younger generation in China (around 30 years old) likes more colors and changes, and dares to wear them. "

There are often surveys aimed at luxury consumers, and the survey results are given from the aspects of age, consumption amount and consumption preference, and a large number of data are used to analyze the entire luxury market today. According to foreign media reports, a recent luxury survey has attracted much attention-a joint report by marketing consulting firm epsilon and luxury research consulting company shows that a real luxury consumer means that he has the financial ability to buy high-end products frequently every year, probably a single man in Asia or the Middle East, aged between 25 and 44, without children.

Traditionally, luxury goods often point to women over 45 years old with a net worth of more than $ 654.38+0 million, but this is likely to miss the buyers of this brand. The report shows that half of luxury brands lose 50% of their major customers every year. In the study, 30,000 major luxury consumers were compared. Their average annual consumption in luxury stores exceeded $30,000, their average shopping transactions exceeded 1 1,200, their personal net assets exceeded $654,380+0,000, and their comprehensive financial resources exceeded $2 million.

The report gives a detailed and interesting classification of luxury buyers:

"Eager buyer"-if you want to own luxury goods and buy them irregularly, you usually choose direct-sale stores or online luxury discount websites to buy them.

"Accumulate buyers"-save money to buy a luxury item, but don't often buy luxury brands.

"Dress-up buyers"-people who buy high-end products but have no financial resources become real luxury buyers.

"Hard-core buyers"-consumers of luxury retailers have the financial resources to buy luxury brands and high-end products frequently throughout the year. Nearly 60% of the real luxury hardcore are men, more than half are single, and their personal net worth exceeds 500,000 US dollars.

There is of course a reason why men occupy the position of die-hard fans. They have financial resources and are in an advantageous position in controlling family property. At the same time, due to the needs of their own social activities, they began to have higher requirements, and the pursuit of taste rose to the demand for shopping. In addition, men are rational, purposeful, insensitive to discounts and ready to buy things at any time, which is exactly what luxury goods are most eager for during the economic downturn. "In the discount season, the sales of women's goods in the store will increase substantially, while the sales of men's goods have been relatively stable." The sales staff of Ferragamo said.

In fact, as early as XX years ago, our qianjiang evening news had made some reports on male consumers who bought luxury goods. In the background at that time, men who bought luxury goods were absolutely unique, if not "alternative". Because men are not very interested in dressing and matching, and dressing and matching is what women like to do most, not to mention spending a lot of money to buy expensive clothes for themselves. Six or seven years later, these men are still going their own way to buy their favorite luxury goods, and the quantity and cost are increasing. Some people spend hundreds of thousands a year in a single store, and some people are brand VIPs who can go to the four major fashion weeks for free every year.

"Men and women are an important part of luxury goods sales, and their difference lies in the difference in consumption direction and psychology. In terms of hard luxury goods, such as watches, works of art, luxury cars and other categories, men have always dominated. Nowadays, the improvement of consumption quality has turned them from the singularity of original consumption to diversification to adapt to the current lifestyle. " Zhou Ting, an expert in Qianbao think tank and dean of the Institute of Wealth Quality, said, "Compared with women who prefer good brands and good designs, men have a lower preference for brand awareness and pay more attention to product quality."

The third luxury consumption survey report

I. Preface With the in-depth development of economy and society and the increasing influence of mass media, contemporary college students, as a special consumer group in society, have special consumption psychology. They are not only one of the main consumers at present, but also have independent consumption consciousness and characteristics, and they are also the main force of consumption and the guide of consumption trend in China in the future. Their consumption concept is more directly influenced by celebrities/film and television works. College students' consumption characteristics of luxury goods are usually considered to be twofold: on the one hand, they are at a disadvantage in occupying social resources, their economic ability is not independent, and their consumption is greatly restricted; On the other hand, it has a strong consumer demand and a relatively advanced consumption concept. The contradiction between these two aspects has caused many problems in their consumption behavior. College students' luxury consumption state, consumption concept and consumption pattern will have an extremely important impact on China's future economic development and luxury consumption culture construction. In order to truly understand the level and state of luxury consumption of contemporary college students, control their psychological characteristics and behavior orientation, cultivate their scientific, rational, civilized and responsible new consumption concept, and promote them to become practitioners and promoters of the "new consumption movement", it has positive practical significance.

Second, the purpose of the investigation

The problem of college students' consumption is getting more and more attention from universities and Chinese people every year. As a group of students with little income, their purchasing power is increasing year by year, and the trend of comparing luxury goods is increasing day by day. Whether their consumption structure and spending power are fair or not is sobering. Taking this as a starting point, I determined the social practice of "Investigation and Analysis of College Students' Luxury Consumption" by means of questionnaires and interviews, and its significance and purpose lies in the field investigation, research and analysis of some colleges and universities.

Third, the interview overview and analysis

In order to have a more comprehensive and correct understanding of college students' luxury consumption, we launched a study. A questionnaire survey was conducted on the luxury consumption of college students in Shangqiu Vocational and Technical College. A total of 45 questionnaires were distributed in this survey, and 45 valid questionnaires were recovered, with an effective rate of 100%. Among them, 53% are male and 47% are female.

The survey topics mainly include objective multiple-choice questions, economic sources of design fees, monthly consumption status, consumption expenditure and consumption concept. It aims to let students know about the consumption and financial management of contemporary college students. Although the sampling proportion of this survey is small, we can get a glimpse of the whole picture.

In the survey of the average monthly consumption of college students, there are 12 people below 600 yuan; 600- 1000 yuan 13 people; Yes 1000- 1500 yuan; 1There are 4 people above 500 yuan. It can be seen that the consumption gap of college students is getting bigger and bigger, and the polarization is obvious, which is certain under the current social background of drastic transformation in China, but we believe that with the development of society and the further progress of people's living standards, these problems will certainly be improved to some extent.

In terms of controlling living expenses, 7 people think they are frugal; 16 people feel that they are just right; 15 people feel a little wasteful; Four people think they have seriously overspent. Judging from the source of funds to buy luxury goods, 16 people earn money to buy them themselves; 9 parents buy; 8 people have experience in event awards; 12 people belong to other sources. It is understood that when college students buy goods, the first consideration is price and quality. This is because college students in China are different from those abroad. Their financial source mainly comes from the support of their parents, and only a few people make money by part-time jobs. This makes our disposable money fixed every month, about 300-800 yuan, and generally less than 1500 yuan for a better family, which is mainly used to pay for food and daily necessities. Due to the limited spending power, college students are often very cautious when spending money, and strive for "value for money". We will try our best to search for cheap and good products, but some students will buy some luxury goods when looking for fashion. Whether on campus or off campus, college students have more and more social activities. Coupled with the influence of many factors such as the atmosphere of urban life and the beginning of love, we will not consider those cheap but not beautiful products. Instead, they pay more attention to their own image and pursue taste and grade. Although we may not buy it, the quality is obviously of great concern to us.

From the type of purchase, impulsive type accounts for 38%, rational type accounts for 44%, and blind type accounts for 18%, which shows that college students do not fully understand their consumption structure and state. Without the restriction of this habit, the profit and loss state of college students is different. When they see what they are passionate about, more than half of them show weak self-control. Although they are peers, they naturally show many similarities in consumption.

According to the survey, 37.40% students will not make any arrangements when they get the living expenses for a period of time, but only take them. Most college students, who account for the survey, have no expected plans and goals. I never thought about how to spend it, how much it costs, and the consumption is very casual. Faced with sales promotion methods such as prize-winning sales and discounts, I was very impulsive and unconsciously spent all my money. In the survey, only 24.39% of college students choose to save some money first, and the rest can be regarded as the real living expenses during this period, so the concept of saving for college students is actually not strong.

The survey shows that college students' consumption in cities and towns is higher than that in rural areas, but this is mainly determined by the income gap between urban and rural traditional families, which shows that it is the family economic state that restricts their consumption. In addition, urban college students will ask to buy things they want but have no money, while rural college students simply don't buy them or save money to buy them themselves. This is a topic worth pondering. The choice of different items reflects their different psychology. Judging from their attitudes and concerns about consumption, the behavior of "rural" college students also reflects an old saying of China that "the children of the poor are the masters early". Their consumption principle is to save as much as possible, 10 people will consume luxury goods once a month; 13 people do it once every three months; 9 people do it once a year; There are also 13 people who have to plan for too long before deciding whether to spend or not.

Fourth, the survey results.

Through investigation, we know that the actual consumption source is 3 1 person and other sources (including family supply, scholarships, work-study programs, etc. ), and the ideal consumption source of students is only part-time 14 people. There are several reasons: 65,438+0, part-time job is not easy to find. 2. Some students think it is natural to spend their parents' money. The most important thing for college students now is to study, but it is not to go out to do part-time jobs. What these people ignore is that taking a part-time job in a university can not only make money to subsidize the living expenses, but also learn many things that schools can't learn in society and exercise their social practice ability. Why not?