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Luxury Consumption: Asians' Complex Of Europe

2012/2/20 11:10:00 8

Whenever China has a long holiday, the overseas consumption of Chinese people has become the focus of attention of various countries, and its total consumption is higher than the one time.

During the Spring Festival, Chinese people are overseas.

Luxury goods

Consumption totaled 7 billion 200 million US dollars, an increase of 28.6% over the previous year, a record high.

South Korea and Japan's enthusiasm for European luxury goods is also unusual.

I found that in Seoul or in

Tokyo

A little bit

fashion

All the women were carrying LV bags.

South Korea is more fond of luxury goods than LV, Gucci and Chanel.

Last year, McKinsey reported that the Korean luxury market grew by an average of 12% annually since 2006, and its scale has reached $4 billion 500 million by 2010.

The report also said that Korean consumers accounted for 5% of the total income of luxury goods, up from 4% of Japanese consumers.

By the end of 2011, China's total consumption of luxury goods amounted to US $12 billion 600 million, and China is expected to overtake Japan as the world's largest luxury market in 2012.

Although not every Chinese can afford luxuries, the number of Chinese people who can buy luxury goods is huge because of the large population base, and the expectation of luxury goods is very strong.

Last July 1st, when the free trade agreement signed between the Republic of Korea and the European Union came into effect, 10% of European luxury goods had been used before.

tariff

Cancelled.

At that time, many South Korean media were concerned about whether European luxury companies reduced their sales prices, and most of them did not decrease.

In fact, from the perspective of enterprises, although tariffs on commodities have been abolished, the maximum price that Korean consumers are willing to pay is not declining.

No price cuts are also selling well. Why should enterprises reduce their profits? In addition, this is also related to the "Van bloom effect".

The van Beth effect is that the higher the price of some commodities, the better they sell.

Buying luxury goods shows our conspicuous consumption psychology.

Why Asians are so intoxicating about European luxury? In my opinion, there are some deep reasons.

First of all, the reason why Asian people, especially in China, Korea and Japan, worship European luxury goods so much, is that we have a stronger "comparison mentality" than Westerners.

Asians find their place from social relationships.

We believe that human beings are social and interdependent.

This makes us all pay attention to our relationship with others.

We always compare ourselves with others.

Westerners seem to be freer and more independent than us.

Relatively speaking, they rely on themselves instead of relying on others.

More importantly, Asians' sense of luxury in Europe comes from the lack of "self-identity" among Asians.

In my view, due to the lack of internal self-identity, we try to acquire external recognition by buying European luxury goods.

Although the economic development of Asian countries has been quite impressive in recent years, there is still a vague vision of the West in our minds.

For example, almost all Asians in Paris, France have some idealized feelings.

But it can not be ignored that although Paris is indeed a beautiful and artistic city, it is not as good as we think it is.

Following the 80s of last century, Japan entered the twenty-first Century and South Korea and today's China have shown remarkable economic development results.

However, in the face of western countries, we always have a sense of humour like an upstart.

Western media claim that the "Asian era" has arrived.

But in my view, the Asian era is yet to come.

When Asians can get their self approval from themselves, the real Asian era will come.