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1、Chinas luxury goods import, export and consumption problem（Partly）1 the definition of luxury goodsLuxury goods in the international community is defined as a peoples survival and development needs of the range, with a unique, rare, exotic features such as consumer goods, has become a non-necessities
2、. In terms of economics, luxury is the high value and quality of the relationship between the ratio of products. From another point of view, luxury is the intangible value of the tangible value of the relationship between the ratio of the highest products.1.1 The concept of luxury is constantly exte
3、nded.The last century, the seventies and eighties, watches, sewing machines, bicycles that is representative of the luxury, then gradually evolved into a TV, refrigerator and telephone. Luxury products at different times have different representation, with the continuous improvement of living standa
4、rds, a wider range of luxury.1.2 luxury audience is one of the few populations, and the wealth of society elite.Such conspicuous features of the luxury consumers to buy psychology. Save on for months or even six months wages in order to buy a luxury such as LV, GUCCI, apparel, and then eat the bubbl
5、e in the ordinary working-class, especially the young female white-collar workers, such a phenomenon: surfaces, crowded buses, to meet in order to get the psychological show off.2 Chinese luxury import, export and consumption of the status quo2.1 Chinese luxury goods import, export and consumption o
6、f the status quo.According to U.S. media reports, as a result of the global financial crisis, the international luxury goods trade has been seriously affected. The data show that during the crisis, the luxury spending in Japan and North America fell 35%. But in the Chinese market, not only did not a
7、ffected by the crisis decreased, but to maintain a high-speed growth of 22%. European and American consumers also cover money package to combat the financial crisis, luxury consumption in China has entered a golden age. Chief Executive Officer of Gucci Group in an interview when he said, 2008, the a
8、ge of Chinese Mainland Regal, bought a quarter of the worlds luxury goods. 2.2 Chinas luxury consumption characteristics2.2.1 Chinese luxury consumers are younger and youngerCompared with other countries in the world, Chinese consumers of luxury goods tend to be more young, most of them 20-year-old
9、young white-collar workers, including the idle rich second generation. According to research, Dunhill dunhill Chinese consumers the minimum age was about 25 years old, average low 5-year-old than in other countries. The reasons for this phenomenon, one due to the opening up of Chinas rapid economic
10、development, examples of successful young entrepreneurs everywhere, they have enough economic strength, the pursuit of quality of life is also high; because consumers psychological factors, most people agree that a price goods, the truth, the luxury pricing is adapted to the psychology of the Chines
11、e consumers, especially young consumers, followed by luxury sports and the younger generation buy convergence psychological.2.2.2 China has almost no independent brands to competeAt present, Chinas luxury market is almost all foreign brands taking, mainly from Europe, America, Japan and other develo
12、ped countries, including crystal, silver, bronze, leather and traditional skin care products, cosmetics and clothing bags and so on. For example, the Swiss Army knife, ZIPPO lighters so many young men fascinated, and Swarovski crystal is the love of the young lady. Look at Chinas own luxury brand, m
13、ainly concentrated in a few traditional industries of tobacco, alcohol, tea, and one of the few, not for most people are familiar with competitive advantage compared with other countries, luxury brands. Luxury consumption in China is actually a westernized, with little own brand, but also with the t
14、raditional concept of Chinese consumers and foreign luxury brand powerful publicity and marketing strategy.2.2.3 Chinese buyers may not be the final consumerAffected by the traditions and customs, the Chinese people have a gift-giving work habits, many people buy luxury goods not for their own use,
15、but for gifts, quality and packaging of the gift even more stress. At this time, the purchase of luxury goods pay more attention to their brand awareness, it is best world-class brand, we all know, the right to play the gifts.3The development of Chinas own luxury brand from the Chinese luxury goods
16、market conditionsIn fact, China does not lack self-luxury products, such as high-end mahogany furniture, as well as those designed for the Royal tribute in Chinese history, but because of the economic backwardness of China over a long period of time, low income levels, lack of brand management strat
17、egy luxury and adequate development. In the era of economic globalization, the lack of going out strategy and branding tools, independent luxury goods in China are not familiar and international recognition. Today, the Chinese luxury goods market, the rapid development of this independent luxury bra
18、nd in China in terms of both a challenge and ushered in opportunities for development.3.1 The expansion of the luxury brand product range, limit break through the traditional industriesThe main force of China to buy luxury goods, the younger generation, aged about 30 years old, traditional Chinese l
19、uxury goods industry is mainly concentrated in the alcohol and tobacco and tea industry, the younger generation is not the favorite shopping products. Therefore, in order to create independent luxury brands with the majority of consumer groups, must start from the large amount of consumption of prod
20、ucts, including clothing, shoes, bags, cosmetics, jewelry and other industries. At present, the worlds leading luxury brands mainly from Europe and America, contains a profound national culture, this is not a short period of time China can learn to get. Chinas own luxury brand must contain a unique
21、national culture, so as to form the features that distinguish it from other products, to obtain a place in the competition.3.2 should be implemented on luxury small amount of the difference of productionThe pursuit of luxury brands, young people the pursuit of individuality, do not like the popular
22、product. In terms of luxury goods manufacturers, the design of any product should not be a large-scale production, economies of scale are not part of the pursuit of luxury brands. Even if a product is very loved and sought after by consumers, is definitely not just for the sake of the economic benef
23、its of the temporary high-volume production, so that loss of the meaning of luxury. Most of the luxury consumers are looking for is not merely a luxury represent quality, but the uniqueness of the luxury goods on behalf of a status symbol. If a luxury production did most of the population are able t
24、o consumption, it can not be called a luxury.3.3 focus on packaging and promotional strategiesIn terms of luxury brands, to pay more attention to its packaging and promotion. It should be noted is that luxury is not for most consumers to produce, but a small number of consumers for the target groups
25、, which requires its packaging have a personality, it seems they must have quality, and many Chinese people to buy part of the gifts, the packaging must meet the face of buyers and ultimately consumers. In the luxury pricing, but also to take the high-end pricing, in order to meet the identity of th
26、e luxury. The luxury goods on behalf of the consumers ability, a luxury will be able to express their economic status, and thus represents the quality of life. A for the love luxury consumers will not cut prices to manufacturers to bring more economic benefits, it will hard to find due to high price
27、s and a matter more to raise their social status to attract more consumers to buy. For example, the LV such as world-class luxury brands, the price not because of the economic crisis and decline, but rose even more, but it will not only affect their sales and efficiency, but more out of consumers ec
28、onomic strength to achieve a psychological satisfaction. Parker pen such a luxury brand, but because of the continuous price cuts, adapted to mass consumption, a result of being squeezed out of the luxury ranks. It can be seen, the luxury pricing does not follow the traditional low-cost driven mass
29、consumption concept. Luxury as publicity is concerned, we must pay attention to the choice of the promotional channels, can not be in the low-end channels, should be more publicity in the high-end magazines, high-end consumer groups often appear in places.4 Development of Chinas own luxury brand of
30、great significance to Chinas economic4.1 luxury adjust the income gapSince the reform and opening up, Chinas income gap is growing, the growing disparity gap between rich and poor, an urgent need for government regulation to change this situation. Luxury goods is generally higher prices, the main fa
31、vorite for the rich consumer, impose higher taxes on luxury items, on the one hand, the increase in government revenue; the other hand, the adjustment of the gap between the rich and the poor can also play a role. Therefore, the Chinese government hopes to guide consumers through higher taxes and fe
32、es levied on luxury rational consumption, and hope that through this measure indirectly regulating income distribution to narrow the growing problem of the gap between the rich and the poor.4.2 luxury goods industry to create employment and wealthConsumers to buy luxury goods and not just the pursui
33、t of quality and functionality, mainly on behalf of its luxury status, which formed a feature of luxury goods, sparked additional demand and the desire to buy. Due to the continuous development of the luxury consumer market and production market, and most of the luxury goods completely by hand to fi
34、ght the system is made, which brought a lot of employment opportunities for the production. Many luxury goods companies are large multinational companies have production bases and sales companies around the world. If there is no such luxury, there is no such luxury goods company, then there will be
35、more people unemployed. It is because of the existence and development of the luxury goods industry, so that more people access to employment opportunities, increase of social wealth.4.3 luxury industry to stimulate consumptionThe current outstanding problems of the Chinese economy is a structural o
36、verproduction, lack of effective demand, while the continuous development of the Chinese luxury consumer market, certain extent driven Chinas consumer. Therefore, the development of the luxury industry to stimulate consumption, create employment opportunities, but also promote the accumulation of we
37、alth. From an economic point of view, the luxury consumption of the rich also have its positive role. The luxury is a high multiple of the demand for luxury and consumption of ordinary consumption times. May be a rich man to spend the money, more money to spend than 10 ordinary people, and thus the
38、rich spend a lot of money for the consumption of high-grade, plays a stimulating demand and promoting the development of the economic cycle. Widening economic and social gap between rich and poor, most of the wealth in so few hands, if not a normal consumer channels, will only exacerbate these diffe
39、rences. Although not directly say the rich luxury consumption helps to narrow the gap distance, but they have this luxury and consumption can effectively adjust the rich accumulation of wealth.附录：中国奢侈品进出口及消费问题（部分）1、奢侈品的定义奢侈品在国际上被定义为“一种超出人们生存与发展需要范围的，具有独特、稀缺、珍奇等特点的消费品”，又成为非生活必需品。在经济学上讲，奢侈品指的是价值与品质关系比
40、值高的产品。从另外一个角度上看，奢侈品又是指无形价值与有形价值关系比值最高的产品。1.1奢侈品的概念是不断延伸的。中国上世纪七八十年代，手表、缝纫机、自行车就是“奢侈品”的代表，此后又渐渐演变成了电视机、冰箱和电话。奢侈品在不同时期有着不同的代表产品，随着生活水平的不断提高，如今奢侈品的范围更加广泛。1.2奢侈品的受众是少数人群，即社会的财富精英。奢侈品的这种炫耀性特性决定了消费者的购买心理。在中国的普通工薪阶层中，尤其是年轻女性白领阶层中就出现了这样一种现象：攒上几个月甚至半年的工资就为了买一件如 LV、GUCCI等奢侈品的服饰，然后吃泡面、挤公交车，就为了得到心理上的炫耀满足。2中国奢侈品
41、进出口及消费现状2.1中国奢侈品进出口及消费现状。据美国媒体报道，由于全球金融危机的影响，国际奢侈品贸易也受到很大冲击。有关数据显示，在危机期间，日本和北美的奢侈品消费额下降 35%。反观中国市场，不仅没有受到危机影响下降，反而保持22%的高速增长。在欧美消费者还捂金钱包对抗金融危机的时候，中国的奢侈品消费却进入了黄金时期。Gucci 集团行政总裁接受采访时曾说，“2008 年仅中国内地富豪，就买了全球四分之一的奢侈品。”2.2中国奢侈品消费特点2.2.1中国奢侈品消费者年龄年轻化与世界其他国家相比，中国奢侈品的消费者往往更加年轻，他们大多为二十多岁的年轻白领，也包括有钱有闲的“富二代”。据调
42、查研究显示，登喜路 dunhill 在中国的消费者最低年龄大概为 25 岁，比其他国家平均低 5 岁。产生这种现象的原因，一是由于中国改革开放后经济高速发展，年轻人创业成功的例子比比皆是，他们有足够的经济实力，对生活品质的追求也较高；二是由于消费者的心理因素，中国大多数人都认同“一份价钱一分货”的道理，而奢侈品的定价正适应了中国消费者尤其是年轻消费者的心理，其次就是奢侈品的炫耀性及年轻一代的购买趋同性心理。2.2.2中国几乎没有自主品牌参与竞争目前，中国的奢侈品市场几乎都被外国品牌包揽，主要来自欧洲、美国、日本等发达国家，包括水晶、银器、铜器、皮革及传统的护肤品、化妆品和服饰箱包等。比如，瑞士
43、军刀、ZIPPO 打火机令许多年轻男士着迷，而施华洛世奇的水晶则为年轻女士的挚爱。再看中国自主奢侈品牌，主要集中在烟、酒、茶等少数传统行业，而且为数不多，也不为大多人所熟悉，与其他国家奢侈品牌相比无竞争优势。中国的奢侈品消费实际上就是西化，这与中国几乎没有自主品牌有关，也与中国消费者的传统观念和外国奢侈品牌强大的宣传和营销战略有关。2.2.3中国购买者未必是最终消费者受传统习俗的影响，中国人民有一种“送礼办事”的习惯，很多人购买奢侈品并不是为了自己使用，而是为了送礼，所以，对礼品的品质及包装更加讲究。这时，购买奢侈品更加注重的就是其品牌知名度，最好是世界级品牌，众所周知，才能恰到好处地起到“送
44、礼”的作用。3从中国奢侈品消费市场状况看中国自主奢侈品牌的发展其实，中国并不缺少自主奢侈产品，比如高档的红木家具，还有那些在中国历史上专供皇家的贡品，但由于中国过去很长一段时间的经济落后、收入水平偏低，缺乏品牌经营战略，奢侈品并没有得到适当的发展。在经济全球化时代，由于缺乏“走出去”的战略和品牌宣传手段，使得中国自主的奢侈品不被国际熟悉和认可。如今，中国奢侈品市场快速发展，这对中国自主奢侈品牌来讲既是一个挑战，又迎来发展机遇。3.1扩大奢侈品牌产品范围，突破传统产业限制。中国奢侈品购买的主力军是年轻一代，年龄大概在 30 岁左右，而中国奢侈品传统产业主要集中在烟酒茶行业，并非年轻一代喜爱的购物
45、产品。所以，为了创立具有广大消费人群的自主奢侈品牌，必须从消费量大的产品入手，主要包括服饰、鞋包、化妆品、首饰等产业。目前，世界上知名的奢侈品牌主要源于欧美，包含了深厚的民族文化，这不是中国短时期内能够学得到的。中国自主的奢侈品牌必须包含中国特有的民族文化，这样才能形成其区别于其他产品的特色，在竞争中取得一席之地。3.2对奢侈品应实行少量且差异化生产。追求奢侈品牌的年轻人大多追求个性，不喜欢大众化的产品。对奢侈品厂家来讲，设计出的任何一款产品都不应该进行大规模的生产，规模经济效益并不属于奢侈品牌追求的。即使一款产品非常受消费者的喜爱和追捧，也绝对不能因为贪图一时的经济效益而大批量生产，这样就丧
46、失了奢侈品存在的意义。大部分奢侈品消费者看重的并不单纯是奢侈品所代表的品质，而是奢侈品代表的独一无二性，是一种身份地位的象征。如果一款奢侈产做到了大多数人群都能够消费的话，那就不能称之为奢侈品了。3.3注重包装及宣传战略。对于奢侈品牌来讲，要更加注重其包装及宣传。要注意的是，奢侈品并不是为大多数消费者生产的，而是以少数消费者为目标群体的，这就要求其包装要有个性，看起来就必须具有品质，而且很多中国人购买有一部分是为了“送礼”的，包装必须满足购买者及最终消费者的“面子”。在奢侈品的定价，也要采取高端定价的方式，这样才能符合奢侈品的身份。奢侈品代表了消费者的消费能力，希望一款奢侈品就能烘托出其经济地
47、位，进而代表其生活品质。一款为消费者所挚爱的奢侈品不会因为降价而给厂家带来更多的经济收益，反而会由于高价及一物难求而更加抬高其身价，吸引更多的消费者购买。比如说 LV 这样的世界级奢侈品牌，价格并未因经济危机而下降，反而愈加上升，但这样不但没有影响其销量和效益，反而更加显示出了消费者的经济实力，达到了心理上的满足。而派克钢笔这样一个曾经的奢侈品牌，却因为连续降价，适应了大众消费而导致被挤出了奢侈品行列。可以看出，奢侈品定价的方面并不能遵循传统的“低价带动大量消费”的观念。就奢侈品宣传方面，一定要注意其宣传渠道的选择，不能是中低端的渠道，应该多在高档杂志、高端消费人群经常出现的场所进行宣传。4发
48、展中国自主奢侈品牌对拉动中国经济具有重大意义4.1奢侈品调节收入差距。改革开放以来，中国居民收入差距越来越大，贫富差距日益悬殊，迫切需要政府调节来改变这种状况。奢侈品一般价格较高，主要为富人所喜爱消费，如果对奢侈品征收较高的税费，一方面能增加政府财政收入；另一方面对调节贫富差距也能起到一定的作用。所以，中国政府希望通过对奢侈品征收较高的税费来引导消费者理性消费，并且希望能通过这项措施间接调节收入分配，缩小日益严重的贫富差距问题。4.2奢侈品产业的发展创造就业和财富。消费者购买奢侈品并不仅仅是追求其品质和功能，更主要是因为奢侈品代表了其身份地位，这就形成了奢侈品的一个特性，能够引发人们额外的需求
49、和购买欲望。由于奢侈品消费市场和生产市场的不断发展，并且大多数奢侈品完全由手工打制而成，这就为生产地带来了很多就业机会。很多奢侈品公司都是大型跨国公司，在世界各地拥有生产基地和销售公司。如果没有这些奢侈品，就没有这些奢侈品公司，那么将有更多的人失业。正是由于奢侈品行业的存在和发展，才使更多的人获得了就业机会，增加了社会财富。4.3奢侈品产业的发展刺激消费。当前，中国经济的突出问题就是结构性生产过剩，有效需求不足，而中国奢侈品消费市场的不断发展，一定程度上带动了中国的消费。所以，奢侈品产业的发展刺激了消费、创造了就业机会，也促进了财富的积累。从经济学的观点来看，富人的奢侈型消费也有其积极作用。奢侈是一种高倍数的需求，奢侈型消费是普通消费的多倍。可能一个富人花的钱，比十个普通老百姓花的钱多，因而富人花大把钱进行高档次消费，起着拉动需求，推动经济循环发展的作用。在贫富差距拉大的经济社会，少数人掌握着大部分财富，如果没有一个