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1、logoteam members:logoas the economy of china develops rapidly, the chinese residents income has expanded substantially. high-end consumers emerged rapidly and china is becoming a major player in the luxury goods consumption market.the world luxury association predicted that, five years later, the am

2、ount of consumption in chinas luxury goods market may top the luxury goods markets around the world.in this presentation, we want to find out the consumption patterns of chinas high-end consumers and the consumer behavior. prefacelogocontentshigh-end consumers1consumption characteristics2high-end co

3、nsumption in auto industry3patterns of high-end consumers4conclusion and advice5logohigh-end consumers who are the high-end consumers? there always will be a segment that can afford the product or service no matter what the price is. the segment with high income, stable career life, can and wants to

4、 buy luxurious and healthy product. logohigh-end consumers about 13% of the total population in china has ability to buy international brand-name products in 2010. and it will reach 250 million people in 2015.research report of china brand strategy associationlogo2008201517%29%high-end consumerschin

5、as proportion in the total global luxury consumptiona goldman sachs report said that in 2008, the annual luxury goods consumption in china is about 17% of the total global consumption, and predicted in 2015, its annual growth rate will be approximately 10%, when the total amount of luxury goods in c

6、hina expects to exceed 11.5 billion, rank first in worlds luxury consumption field, accounting for about 29% of the total global consumption.logoconsumption characteristicsquality and confidence, then showing off their wealth and gifts. the domestic luxury market develops with international market s

7、ynchronously. the effect of public praise is more useful than the mass media.chinese consumers do not focus on luxury goods soft power. young people in the high-end consumers spend more rational, while the older are more impulsive.logoconsumption characteristicsshowing off their wealth and luxury gi

8、fts is a major feature to the chinese people, a lot of the media have guided the public to such direction. but the survey shows that the pursuit of high quality of life and self-confidence is the main motivation to buy luxury goods for the high-end consumers. only a few people will buy the luxury go

9、ods to show off their wealth and gifts. while luxury goods is popular in china for a short time but within the wave of information technology and an increasingly flat world, chinese consumers can touch the luxury trends timely .logoconsumption characteristicschina the survey found that brand recogni

10、tion, price, style, material are the main factors to decide whether they will buy.europe in contrast, consumers in europe pay more attention to brand personality, service and shopping environment which reflect the brand strength. purchasing of luxury goods is to purchase a pleasure.logoconsumption c

11、haracteristics study found that the high-end consumers are totally different from ordinary consumers at one side. it is that the young consume extremely reasonable, and the elder are vulnerable to be lured by advertising and promotion.most wealth of the young people in the high-end consumers is the

12、result of their struggle. they are more rational for the expenditure of wealth.the old high-end consumers pay less than young people for their families. they are more willing to spend more and show their wealth to others.logoconsumption characteristics in addition to other fashion magazines and stor

13、es, a friends recommendation is the main channel to get information for high-end consumer. from a survey, nearly half of the respondents said that they got the relevant information from the mouth. this ratio exceeded television, radio and other mass media.logo as a type of important luxury products,

14、 automobile is indispensable for the high-end consumers and it is also a key area of intensive competition for the auto-makers. so ,today, we take the automobiles consumption for example ,first we will compare the figures between the own-brand and the imported automobiles. then we will focus on bmw,

15、 audi and mercedes-benz these three name-brand , for the purpose of illustrating the high-end consumers preferences, detailing their consuming patterns at last. high-end consumption in auto industrylogo high-end consumption in auto industryown-brand vehiclesfrom january to september in2010, own-bran

16、d vehicles were sold 3.0736 million, accounting for 31.47% of total car sales, whereas ,it fell 0.73% when compared with the same period of time last year.logo high-end consumption in auto industrymarket shareswhile, it is also worth noting that japan 、 german 、 america 、 korea and french also have

17、splendid performance. accounting for 21.26%、19.92%、15.05%、8.41%and 3.90%of the total market share respectively in the first three quarters in 2010, which, of course, be loved by the high-end groups.logo high-end consumption in auto industrysales of domestic automobiles in the first three quarters in

18、 2010market sharesales (million)own-brand45.39%503.81japanese19.62%217.86german14.50%160.96america10.31%114.42korea7.54%83.68france2.64%29.33logo high-end consumption in auto industrynmeanwhile, the consumers familiarity with these three brands are also ranked at the top, but the difference of refer

19、ral rate between them is relatively small. nwhen we asked about the auto brand that the high-end consumers would first think of, bmw topped the list with 31.1% of answers, followed by benz and then audi. logo high-end consumption in auto industryso, now, let us focus on the top three sales champion:

20、 audi and mercedes-benz high-end consumption in auto industrylogo high-end consumption in auto industry booming sales of benzapart from the information conveyed in the left picture, it is still proved that the drastic sales growth in the past two years made china the largest market in the world.logo

21、 high-end consumption in auto industryprosperity of audi salesuntil now, audi have established 139 outlets in china, it is planned by its headquarters that by the year 2015,there would be far more than 200.logo high-end consumption in auto industrygrowth of the bmw saleschina, has become the worlds

22、fourth largest market of benz, it is now enjoying its booming time. we do believe that this trend will be certain to be continued with the “support” of the high-end.logosales comparison from 2000-2010needless to say, our chinese top-end group are the main force of this growth, undoubtedly,95% of the

23、 purchase are made by them.having scrutinized the picture in the left hand, it is true that they all shared the same upward trend during this period, though all suffered fluctuations. high-end consumption in auto industrylogo patterns of high-end consumers2.rational consumptionaggressive consumption

24、show off wealthconsume as gifts1.3.4.patterns among high-end consumelogo patterns of high-end consumers mainly posed by gold-collar workers, business owners and other groups. they are all featured with highly educated, high income. purse :enjoyment , appreciation , collection preferences: cars; watc

25、hes; estate; traveling abroad ; golf; horse riding logo patterns of high-end consumers dominated by white-collar workers aged in 30,with not so much money living frugally, but a luxury is indispensable they are the main consumers of mass luxury and also the main readers of fashion publications. logo

26、 patterns of high-end consumers mainly posed by rich wives and rich second generation , they are not creators of the wealth, but they have the right to command the wealth frequent visitors of luxury stores they often shopping abroad, and very generouslogo patterns of high-end consumers the buyers ar

27、e mainly business people, and most is company. separation of the consumer and the buyers is the biggest character of this type of consumer. according to the different objects presented, buyers would choose different luxury. places high value on the quality of luxury, and cares little about the price

28、.logo conclusion and adviceauto products, fashionable goods and alcohol are the most favorite fields of high-end consumers in china .middle-aged people have more impulsion to buy luxury goods than young ones in china.giving gift and showing off are the most important motivation for high-end consumer

29、s in china.high-end consumers pay more attention to the brands of the luxury goods in china.logo conclusion and advicehigh-end consumers emerged rapidly and china will be very likely to be the top luxury goods consumption nation.conclusion 1. auto products, fashionable goods and alcohol are the most

30、 favorite fields of high-end consumers in china.fashion consumer goods has been the favorite of high-end consumers, such as watches, leather goods, jewelry and so on.the proportion of the consumption of auto products is the largest among high-end consumers.logo conclusion and advicemost people think

31、 that brand is a symbol of status and personal taste .conclusion 2. high-end consumers pay more attention to the brands of the luxury goods in china.based on the case of auto products ,the auto brand awareness is the most important factor.brand awareness is the most important factor no matter what t

32、he high-end groups buy.logo conclusion and advicefor middle-aged people, the channel which they get information is relatively narrow , so that they are vulnerable to the temptation of advertising and promotion.conclusion 3. middle-aged people have more impulsion to buy luxury goods than young ones i

33、n china.older high-end consumers are more willing to show off their wealth to others than the young.logo conclusion and advicegiving gifts is chinese traditional custom.conclusion 4. giving gift and showing off are the most important motivation for the high-end consumers in china.many high-end consu

34、mers think that the luxury is the symbol of the success, wealth and status .so among high-end consumers, luxury goods is the gift of their first choice.logo advice 1. advice 2.firstly, managers should be based on the motivation of high-end consumers to find new businessopportunities in china.secondly, gov. should raise the