Young people buy luxury goods, getting more and more buying?

Source | Tech Planet

Wen | Yang Xiaosi

The most difficult business vision today is the ones on the one hand, and on the one hand, the price of luxury goods is constantly rising.

In the "cold" coming from the big environment, the luxury industry that seems to be first impacted seems to be better in the current market. Many luxury brands have quietly increased their prices in mid -2022, and the fashion consumer brand Dior has increased its price by 10%in mid -July on the basis of February. Hermes also said that under the pressure of inflation, the company has raised an average price of 3.5%this year.

In fact, Chanel, Louis Vuitton, Rolex and other international first -line big names, regardless of whether there are inflation factor or not, maintain a certain price increase every year. Not only the classic models have been rising, but these luxury goods will continue to launch high -priced new models, attracting consumers' attention.

For example, on August 12, Hermes appeared on a hot search with a bicycle price of 165,000 yuan; then there was a new package like a garbage bag in Paris. ; Recently, there are also LVs in the field of cross -border to sports, and the launch of ping -pong cases with a price of up to 20,000 yuan. Many people expressed their incomprehension.

"You laugh at the poor, he laughed at you, you don't understand fashion." In the announcement of Hermes announced that 165,000 yuan of bicycles were sold out, this "misunderstanding" was even more magnified. After all, according to statistics, there are about 70 million luxury consumers in China, of which there are 4.7 million customers with more than 10 million high net assets, and 150,000 customers with high net worth of more than 100 million net assets.

After the epidemic was closed this year, Shanghai and Beijing high -end merchants were full, and they were full of young people who queued up to consume luxury goods. Both scenes appeared on Weibo hot search. Regardless of the reason behind it is strength consumption or advanced consumption, luxury goods do not worry about this year's market.

Among them, many luxury brands such as Hermes and other high -priced distribution, and may not be able to buy the desired style packages; Chanel and LV have increased by 50%in the past three years. Consumers in 2018 are still in line.

In second -hand luxury consumption, young people are also becoming the main consumer. Data from Hongbulin, a second -hand luxury trading platform, shows that the platform dominates the post -90s buyers and sellers, and the post -95s and post -00s are also growing rapidly. At the same time, more than 80 % of the platform sellers and buyers are women.

"Everyone wants to understand now that life is going to live a day, and it is the most important thing to live in the present." A trading chain of a luxury industry told Tech Planet, but it was not young people who saw it. Routine. Luxury launches novelty high -priced funds, in order to eliminate unless high net worth users, and maintains a high -priced pattern, and it will not overturn overwhelming.

There are also certain foams in the second -hand luxury market. A C2B platform executive told Tech Planet: "Originally Hermes and Rolex are hard currency in luxury goods, but this year Rolex rose quickly and fell quickly. Many of them continued to speculate on the price, and after stocking a lot of goods, they smashed a lot In your hand. "

Maybe none of these can prevent young people from buying limited supply of luxury goods, will the phenomenon of buying more and more buying still be more and more?

Buying luxury goods is not a "prodigal", it is still a kind of value preservation investment

Post -90s girl, middle -income group

I am not a big luxury consumer, I just think that girls do not have a luxury, just say a bit.

My girlfriend boyfriend said that buying more than 10,000, and more than 100,000 bags are waste. I think that girls will be unhappy when they hear this. They are all a few months of salary.

So I bought more than 100,000 Chanel, a LV of more than 30,000. Chanel bought it directly from France, and there is no difficulty to buy it in China, or it depends on the face of the cabinet. Of course, LV is raising the price everywhere. My LV bag has risen from 30,000 to 60,000. Even if you sell second -hand, you can make a small profit.

Therefore, girls buy luxury goods, but they are not all "prodigals." You must know that my stock fund this year has lost more than 70,000. But if you buy luxury goods, you do n’t lose money. For many girls who do not understand investment, buying luxury goods is actually a kind of value -preserved investment.

Of course, there are special circumstances in the past two years. Everyone can't go out now. The consumption purchase power to go abroad is also a factor in the increase of second -hand luxury prices. But I do n’t buy second -hand. I am not a person who often spends money to buy luxury goods. I hope that in my limited consumption, I buy the most favorite style. Shopping is still important.

But many new luxury goods are really difficult to buy. Hermès Kelly and Birkin's diamond color is 1: 2. That is, if you buy it at the counter, you have to show the strength of you to the cabinet. You want to see the 80,000 bags. First, take 160,000 other goods, such as shoes, earrings, and so on. Second -hand luxury goods do not need to be distributed, but the price of the bag itself will rise to 100,000.

The strategy of luxury goods is to only serve the pyramid tip, and people who do not want to be enough to buy. In fact, girls also understand the routine of luxury goods, but she always wants to have a few luxury goods. This is a question of life experience, not a problem worthless.

But in the past two years, I will also restrain my desire for consumption, and I must buy it if I do n’t see the new model.

The bezel also has a chain of contempt, buying Rolex is a stable investment

The hobbies of the rich second generation, the company's founder boy, is the same. I am a watch enthusiast.

Recently, I went to Beijing SKP to see it. Several classic Rolex in the counter was out of stock. Then I went to the Fat Tiger flagship store in Sanlitun to see it. The clerk said that the two green water ghosts were sold. Essence In one -handed market, Rolex is hard currency.

I recently bought a piece of 18K all -gold blue water ghost. At that time, I bought more than 200,000, and now sells at least 350,000. I bought it in the United States at the time, and now you can't buy it. I also have a piece of Green Di, I see a picture, up to more than 10 million. I guess these are all suppliers. They did not pay too much attention to the second -hand market. It turned out to be so much.

The watch celebrities on Douyin and I also knew the "big power", and when I entered the circle, I had to know this kind of cattle. In addition, the bezel also has a chain of contempt, which is divided into levels and two categories. Rolex is a brand of tablets, and the special level is Patek Philippe and other brands. This causes the purchasing power level to divide. You buy 10,000 monthly salary, buy Omega for 50,000 a month, and you buy Rolex in 200,000 a monthly salary.

Of course, of course, the grade of the table is not just the price, each famous watch has its history and culture. If you do n’t understand this, there are actually grades of simply identifying tables: no spokespersons are not spokesperson, and general tables have spokespersons.

Judging from the situation I see, the consumer group of real luxury goods is the brand tone that pays more attention to the table. At the same time, they do not pay much attention to the second -hand market, because the epidemic will not have any impact on their consumption. After all, investment at this time is not stable, it is better to spend.

I heard that it seems that the Rolex in South Korea now seems to be the cheapest, Britain has tax refund, and Hong Kong is relatively cheap. But now it is difficult to go abroad under the epidemic, and domestic hype can understand Rolex. Last year, Rolex, which was circulating in the secondary market, was fired very high. This year, this year is not a lot.

People who really like tables are not too much social currency value. What cars do you drive and how big the business can do? Many time determine the level of everyone. I have been playing string in the past two years, and I actually like it.

I remember that there was a Hong Kong movie in the early days. Before that person entered the operating room, he put on Rolex gold watches. He was afraid that doctors and nurses would not pay attention to him. Now that the economy has developed rapidly for so many years, everyone should not be exaggerated at that time.

Consumers will not affect the luxury market on the luxury market

Female who is just married, Internet practitioners

I buy luxury goods every year, but it is not a heavy user.

I bought a Burberry bag in Ole this year, more than 10,000 yuan, and also bought a shirt, more than 8,000 yuan. Because Ole and the counter are slightly different, the people in the mall were full at the beginning of the year.

Buying this big brand by yourself is not ahead of consumption, but just feels that the consumption power has arrived. So you wo n’t buy second -hand, nor do you watch light luxury brands such as Coach. For me, more than 10,000 yuan does not need to be studied for a long time.

I just got married this year, and the company was listed in June, and happy events. The economic downturn has not much effect on the Internet industry, so it is still maintaining some conventional luxury consumption. This year I was still watching Fanty's stick bag. This bag is not expensive, more than 10,000 yuan.

I think that consumers like me may not buy or not, it may not affect the broader market of the luxury market. After all, you say that there is a one hundreds of dollars, thousands of yuan, you will not buy it. To be honest, you may not be the mainstream users of luxury goods. What the major environment really affects the tide consumption. You see that a pair of coconut shoes were fired to three or four thousand yuan, and now it is 2,000 yuan.

The price and sales of tide products are affected mainly because it does not have the ability to maintain value, unlike luxury goods and the ability to circulate in the secondary market. I rarely sell the bags I bought by myself. I have a sister who likes to buy in first -hand, and if I do n’t like it for a while, I will sell it.

I see her second -hand platform transaction records. This year, I made more than 10,000 yuan. Of course, the premise is that you have to buy a relatively preserved style, and if you buy medieval, you will not be well circulated if you want to sell it again.

Heavy users give up luxury goods, faces and value cannot be bought

After 85 women, the luxury industry starts a business

I used to like to buy luxury goods, but after age and marriage, I almost did not buy luxury goods. The main reason is that the mood has changed and there is no desire to consume. But in recent years, I often buy my husband.

It's not that I am too good for my husband, because my husband has changed from investment to the FA (matching transaction) industry in the past two years. The industry that played resources will generally compare. In addition, the new energy industry made by her husband belongs to the traditional industry. Sometimes you do n’t have some hard goods, and people do n’t believe that you have this ability to match.

So I often buy LV shoes for my husband, more than 8,000 yuan, GUCCI shirt, etc., is five or six thousand. Compared to the more than 100,000 bags I bought before, to be honest, it is not expensive. But later, I gradually bought it together. Because boys consume luxury goods, they are not like girls who are satisfied with themselves. He is more for face, and often does not care much about true and false. And you really wear it for a long time, and people think you are just this one. My idea is that the quality of true and false is not bad.

In fact, it is not that we are short of money, and my husband and I are okay.I have started my business as a jewelry shop. Although the business has been bleak in recent years, I have not reached the point of losing money.The real estate we bought in Shanghai, at that time, was close to the large flat floor of 30 million, and it was now nearly doubled.Just by the Huangpu River, you can see three "artifacts" (Oriental Pearl, Global Financial Center, Jinmao Building).Many friends around me did not know Maserati we opened.We think these are investment, and luxury goods still need to be consumable that day.But now many people still recognize brands, which is also nothing.The jewelry shop that I run is a cheap product designed by Japan.Now the market with luxury goods is two days of ice and fire. When everyone has no money, the first reduction is our entertainment consumption.

Our brand does not bring the social currency value of luxury goods, but if you recognize the luxury goods, there is no such thing.

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