Five reasons to buy luxury goods

According to the relevant data, as China's rapid economic development, the Chinese women entrepreneurs have become the new high-end decorations and toy market consumers. This group is the focus of more and more luxury brands, and Chinese high-income women are buying luxuries to dazzle the rich. Today, Chinese women have become a new buying force. Why buy luxuries, said one high-income Chinese woman: "I buy luxuries just to be happy." I can't tell you why. ”

As Carl Jung said, "People can't tell you why they want to do it because they don't know it," and it's not easy to find real human emotions.

The biological chemistry of the view that at the individual biological level, humans are genetically determined to a certain extent: the brain is stimulated by the outside, secretes neurotransmitters, stimulates nerve cells, different people have different reactions, some more sensitive, such as more like the pursuit of novelty and adventure, others are more cautious, careful. On the other hand, to a greater extent, human destiny, individuality and behavior are determined by a lifelong learning: To extract information from the surrounding world and adjust its behavior to better adapt to the new environment. This constitutes a theoretical model of our study of individual behavior and demand motivation: the individual level of stability and change (risk avoidance, the pursuit of stability and the search for stimulation, sensory pleasure) confrontation, individual awareness and collective consciousness learning and confrontation. This is also the broad response pattern of human beings in the face of external stimuli.

According to the model, the world's leading market research group Ipsos (IPSOS) conducted a luxury brand consumption survey for 4,000 20-44-year-old female respondents in China's 1-3-line cities. Our research found that performance of personal taste, identity status, to ensure quality of life, lubrication group interaction and release of the Self is the Chinese female consumption luxury brands of the five major drivers, respectively, accounting for about 20% of the share. What are the characteristics of different groups of women? What kind of magazines do they have? What sort of magazine do they like to read? What are the channels to get information about luxury goods?

The Ipsos (IPSOS) survey showed that the motivation for stimulating Chinese women to consume luxury brands is primarily manifested in individual salience (highlighting the importance of individuals 21% and highlighting individual tastes 21%, both 42%) and the antagonism of group sense of belonging (group friendly intercourse 19%), followed by individual level stabilization/inhibition ( Avoid risk, ensure quality of life, pursue stability, comfort 21%, and change/release (dissatisfaction with the status quo, want to change, release themselves 18%) confrontation, that luxury brand consumption in China 60% is out of a conspicuous, ostentatious external consumption motives.

First motivation: Showing personal taste (21%)

Yi Ipsos (Ipsos) study found that the "show personal taste" the motivation of the group is the largest (21%). The women of this motive want to express their unique personality and taste through the consumption luxury brand, differentiate themselves from the group, and show different taste and temperament.

Group characteristics

The female group, which is motivated by "showing personal taste," is more life-style, Ipsos (IPSOS) data show that they are more concerned with life itself (72%) than in life, thinking that "work is to better enjoy life" (82%); they know more about luxury goods, and don't think " Leading the international trend of Fashion "(27%), nor" like to create and lead the fashion trend "(43%), but they firmly believe that" luxury brands are leading the fashion trend "; most disagree that" luxury brands are famous and popular "(3%); they usually do not always buy" big-name "luxuries, but prefer to look elegant, exquisite, Design a unique brand; spending less money to do big things is a feature of this group.

The group is usually very young, not very rich, education is not high (college and below accounted for 40%), more than 40% in private enterprises/private enterprise (some private/individual owners), more general staff, belong to a richer luxury brand knowledge, but also like luxury brands, but the consumption capacity is relatively weak groups.

As a result, they are the lowest in almost all luxury brands.

Yi Ipsos (Ipsos) research found that they like to read "Ruili costumes beauty", more women's web browsing, such as NetEase female channels, Sohu female channels, girlfriends network, 51.com, etc.

In terms of information acquisition for luxury brands, they are more often obtained from brand official websites (28%), Fashion/Lifestyle guides/books (19%) and professional/fashion referrals (15%). The official microblogging of luxury brands has the least attention.

Second motive: To manifest status (21%)

In the Ipsos (IPSOS) survey, the group size ranked second (21%) with the motivation of "revealing status". Women in this group buy luxury brands mainly to show their wealth, identity and status, not ordinary people, they strive to become a member of the upper class society.

Group characteristics

Women who are motivated by the "status of identity" are very concerned about their appearance and image, "willing to spend more money to make their appearance and image look better" (75%), "understand their own body defects, and try to cover up these defects" (72%), very concerned about "whether to please others" (40%); They believe that "luxury is a symbol of identity" (32.5%), "is expensive" (29.5%), "Rare, only for the minority" (11.6%), does not value luxury "long history and Culture" (7%) and "unique personality" (9%).

This group is relatively mature, but has just surpassed the "taste clan" in income and education. This group of Shanghai, Hangzhou, the most prominent female performance.

Therefore, Ipsos (Ipsos) studies show that the group buys luxury brands only more than the "taste of the family", less than other drivers of buyers.

On the whole, they read less magazines and enjoy reading costumes and Beauty (25%). There are also fewer women websites to visit.

In the acquisition of luxury brand information, they are more from luxury brand counters/stores (35%), Professional/Fashion promotion (16%) and video web site (12%).

Third motivation: Ensuring quality of life (21%)

Of the 4,000 Ipsos (Ipsos) respondents, the group with the motivation to "ensure quality of life" accounted for about 21-22%. They mainly rely on the high quality of luxury brands to bring stability and reliability, that can reduce unnecessary risks, no need to worry about quality issues, enjoy the comfort and stability of life. Can be divided into two small groups:

Group I: High quality group, the strict requirements of high quality life is almost picky (9.3%).

"High quality" groups buy luxury brands to effectively control their lives and wealth, unwilling to take any unnecessary risks to avoid the quality of luxury brands, they "only buy brand-name products, it is a high-quality guarantee" (52%), that their "Taste of life is often praised" (65%); They believe that "luxury goods provide high quality" (58%), "Luxury consumption is a way of life" (30%), "the value of luxury goods is greater than its price" (17%), "Luxury is popular and famous" (11%). They like luxury brands to advertise themselves as "mature", "professional", "dependable", which means they are not at risk.

Group characteristics

The "High quality" group is usually the three high people, their highest income, higher education (91% with college education), high position (in the joint venture and state-owned institutions/institutions the highest proportion), as a professional body, individual/private owners, such as the highest proportion.

They are confident and self-reliant, "not caring whether to please others, what is important is the display of self-worth" (73%), often the opinion leader, "people around me often come to my advice" (71%), "like to create and lead the fashion trend" (59%), but also workaholic, "work is the greatest source of achievement" (59%), " For the sake of the smooth development of the business, can sacrifice some time to care for the family "(47%)."

They also have the highest proportion of luxury brands, the proportion of women who bought luxury brands in the past year was 54%, the proportion of women buying luxury clothing was 37%, the proportion of women who bought luxury brands was 36%, the proportion of luxury brand accessories purchased was 33%, and the proportion of luxury jewellery purchased was 67%.

Yi Ipsos (Ipsos) revealed that "high quality" group read more magazines, the most like to read the "World of Fashion", "excellent Home", "costumes and Beauty", "Fashion Health", "Fashion", "Xin Wei", "new travel" and so on. They also have the most access to Internet information.

Compared to the "search engine/Fashion/female information vertical search engine" (20%), airport Advertising (11%) and mobile phone SMS/MMS and other luxury brand information obtained more.

"High quality" groups often go abroad, have been to the most countries, particularly many are Hong Kong, Macao, the United States, Korea, Japan, Phuket, Maldives and so on. As a result, they have a fairly high percentage of purchases of luxury brands from abroad (more than 15% per cent).

Group II: Comfort Group (11.6%)

In the "comfort group" of the second group of "ensuring quality of life" found by Ipsos (Ipsos), the women who buy luxury brands focus on the comfort and reliability of luxury brands to make themselves feel secure, safe and protected. They do not value the "luxury leading fashion" (8%) side, but pay more attention to the luxury brand "long history and Culture" (19%), "is rare, only for the minority" (11%), and "produced from Europe and America" argument (7%);

Group characteristics

"Comfort Group" female group usually income medium, more married (more than 80%), undergraduate mostly (56%), more engaged in stable work, such as teachers, civil servants, less as individual owners, self-employed, senior management personnel;

They "like to finance, do not spend Money" (54%), "very satisfied with the current state of life, do not want to have too much change" (42%);

This group of purchasing power is centered, relatively few buy luxury brand women's clothing (28%), the purchase of women is more (32%). is very relevant to the group's women's comfort.

The "Comfort Group" group is also less keen on reading (including magazines and newspapers), "friends and Relatives" (34%) and "TV Commercials" (28.3%) are the main sources of information on their access to luxury brands;

Most of the channels they buy for luxury brands are large department stores.

Motivation: Group interaction Lubricants (19%)

Similarly, two groups can be subdivided.

Group I: Love Show (13.2%)

Yi Ipsos (Ipsos) found that a considerable number of women are motivated by "group interaction lubricants" especially for "Love", where they buy luxury brands mainly for their loved ones, who believe that "creating a happy Home is the greatest value for women" (80%), believing that "luxury brands can bring a better experience for individuals".

Group characteristics

"Group Contact lubricant" of "Love Show" group to Guangzhou, Shenzhen women as a typical representative. Income Center, Education Center, Position Center, purchasing power Center. Relatively few buy luxury brand accessories.

They often impulse consumption (50%), like to buy new products (65%), this group of women willing to give the best loved ones.

Like to read "Ruili fashion pioneer."

Its luxury brand information sources are mainly "fashion/women Information Web site" (26%), "film or TV show Products/Brands" (15.6%), "E-commerce Web Site" (14.5%), "Network Forum" (12%).

Group II: Social Display (5.5%)

Other "social display" groups are also based on "group Interaction Lubricants", a group that buys luxuries that are socially demanding and socially appropriate. They like social life, they like to socialize with their friends and show themselves. They "are willing to spend more money to decorate their families" (73%), like to communicate with friends, "Friends of the opinion is very important to me" (71%), like "dress appropriately, good makeup, just feel attractive" (69%), like "Follow the international trend and fashion" 54%; Ipsos (Ipsos) data shows that They least agree that "doing is my greatest source of achievement" 48%, and that social interaction makes life more meaningful.

Group characteristics

This group is another three high, with high incomes (second only to the high quality group), High education (bachelor degree and Master degree or above 70%), and high position (46% of the senior management ratio). In the past year, Ipsos (Ipsos) found that the proportion of women who bought luxury brand bags (more than 60%) and watches (above 50%) was the highest, and that the proportion of other luxury brands was second only to those of high quality.

They love reading magazines, almost all of them, and most women's magazines have the highest reading ratios, for example, "Yizhou", "Red Show", "Jia Man", "Fashion Bazaar", "Yue Self", "urban Beauty", "Mina", "Psychological monthly", "Jia-mei Makeup", "Fashion Home", "Ruili Home", " China National Geographic, "fashion tourism" and so on. They buy Chanel, love Hermès, Coach, French crocodile, Fendi, Miu and so on, and more have Rolex, Cartier, Chanel and other women's watches. They buy most luxury brands from brand stores.

The "Social display" group of women in contact with luxury brand information is more from the "Fashion/lifestyle magazine ads" (34%), "Weibo/blog/social networking comments and discussions" (13%), "Newspaper introduction of a brand article/story" (13%), "Newspaper Ads" (12%) and so on. They are most unlikely to get information until "luxury brand counters/stores" (13%). From the purchase channels, they at least from the brand store to buy luxury brands, most from overseas purchase (more than 20%);

Five motives: Release yourself, true my temperament (18%)

Yi Ipsos (Ipsos) Study of this group of women, often is the temperament of the people, they are not satisfied with the current state of life, do not care about their appearance and image, do not please others, do not agree to "create a happy family is the greatest embodiment of women's value", do not like to party with friends, do not like to buy new products, No money to buy a unique. They think "luxury is expensive" (31%), "is a Non-essential" (22%), they buy more luxury goods is the hope "to meet the spiritual level of hope and Desire" (22%), "really indulge/indulge themselves."

Group characteristics

The group has higher incomes, more senior executives and more general staff. They like to read the "fashion Iraqis", "Ruili Iraqis fashion", "Home Porch" and other magazines. The main luxury brand information from the "luxury brand Counters/stores" (36%), the purchase of channels "to Hong Kong and Macao to buy or ask relatives and friends from Hong Kong and Macao to buy" more.