99e热国产最新地址获取,成人一a毛片免费视频,一级a爱看片免费观看,最近最新中文字幕大全免费一

 
 
 

當前位置: Language Tips> 雙語新聞

中國人何以對奢侈品趨之若鶩

'Self-reward' may explain luxury purchases in China

中國日報網 2014-04-04 11:24

分享到

 

中國人何以對奢侈品趨之若鶩

查看原文

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

查看譯文

中國消費者對奢侈品和服務有著狂熱的購買欲。僅2%的中國人口就包攬了全世界三分之一的奢侈品。

由于中國經濟的奇跡不斷,二三線城市發展迅速,各種奢侈品和服務的市場空間巨大。

中國的奢侈品消費已經不單單局限于名車、名牌服飾及珠寶。比如,中國的豪華專機市場在全球中發展最為迅猛,甚至遠超美國,占據25%的市場份額。這種趨勢似乎不會消停,中國這塊消費市場的增長幅度預計高達20%至30%,相比之下,美國僅為2%至3%。

更重要的是,中國豪華專機市場份額的攀升代表了全國個人奢侈品消費的重要發展。

中國高檔紅酒市場同樣也是個人奢侈品消費增長的切實證據。

2013年,中國成為世界上最大的紅酒市場,去年甚至以18.6億瓶的瘋狂消費額趕超法國。過去五年里,中國的紅酒消費已經增長了136%。

然而,人們更多關注的還是中國消費者購買奢侈品的顯著跡象。

公眾消費像普拉達、阿瑪尼此類昂貴、奢華的全球奢侈品牌,原因很簡單,就是為了“賺足面子”,并通過物質財富互相攀比。因此,名人代言在奢侈品市場中屢見不鮮。

然而,個人奢侈品消費就比較讓人費解。據筆者對這一領域消費者的持續調查顯示,“自我獎賞”是這一消費的潛在動機。

尤其是快速發家致富的中國消費者更傾向于以此嘉賞自己。但這與“賺足面子”和折服他人沒有多大關系,反而更多是出于自我滿足的需求。

因此,從飛機到紅酒,個人奢侈品消費市場需要采納借鑒公共消費的常用策略和關聯性。

個人奢侈品消費行為通常更具合理性和計劃性,因此,這是深思熟慮的過程。

為此,任何營銷活動都務必以有形商品的特征和屬性為中心,而非刺激性的情感聯想。

例如,中國高檔紅酒消費的快速增長可能很大程度上與人們認知中的養生價值有關,還跟一些諸如聲望和素養之類的典型情感聯想有關。

豪華專機也可能由于其即時合理的優越性(如便捷和快速)而受到青睞。

在中國,一時沖動和購買草率是公共消費的關鍵因素,相比之下,個人奢侈品消費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中國樹立任何個人奢侈品品牌的作用幾乎是微乎其微的。

最后,中國個人奢侈品消費的持續增長部分是因為中國消費者的成熟理智以及中國消費文化水平的普遍提升。

(筆者麥克?巴斯廷是北京對外經濟貿易大學的客座教授,同時也是南安普頓索倫特大學商學院營銷學的高級講師。)

(譯者 Yilia_ 編輯 丹妮)

掃一掃,關注微博微信

中國人何以對奢侈品趨之若鶩 中國人何以對奢侈品趨之若鶩

 

分享到

中國日報網英語點津版權說明:凡注明來源為“中國日報網英語點津:XXX(署名)”的原創作品,除與中國日報網簽署英語點津內容授權協議的網站外,其他任何網站或單位未經允許不得非法盜鏈、轉載和使用,違者必究。如需使用,請與010-84883561聯系;凡本網注明“來源:XXX(非英語點津)”的作品,均轉載自其它媒體,目的在于傳播更多信息,其他媒體如需轉載,請與稿件來源方聯系,如產生任何問題與本網無關;本網所發布的歌曲、電影片段,版權歸原作者所有,僅供學習與研究,如果侵權,請提供版權證明,以便盡快刪除。

中國日報網雙語新聞

掃描左側二維碼

添加Chinadaily_Mobile
你想看的我們這兒都有!

中國日報雙語手機報

點擊左側圖標查看訂閱方式

中國首份雙語手機報
學英語看資訊一個都不能少!

關注和訂閱

本文相關閱讀
人氣排行
熱搜詞
 
 
精華欄目
 

閱讀

詞匯

視聽

翻譯

口語

合作

 

關于我們 | 聯系方式 | 招聘信息

Copyright by chinadaily.com.cn. All rights reserved. None of this material may be used for any commercial or public use. Reproduction in whole or in part without permission is prohibited. 版權聲明:本網站所刊登的中國日報網英語點津內容,版權屬中國日報網所有,未經協議授權,禁止下載使用。 歡迎愿意與本網站合作的單位或個人與我們聯系。

電話:8610-84883645

傳真:8610-84883500

Email: languagetips@chinadaily.com.cn