HC analysis: high...

As China’s overall economic strength, Chinese luxury consumption capacity increasing, the Chinese luxury goods consumption in the world arena is becoming increasingly important. World Luxury Association report released in January of this year, the Chinese luxury consumption of 8.6 billion U.S. dollars, accounting for 25% of the global market, for the first time surpassed the United States as the world’s second-largest luxury country. Nearly 70% of all direct purchasers from Mainland China and famous in the fashion category of luxury items, LV, GUCCI, Chanel is still popular with consumers a “third child-like.”

More and more people have interest in big-name luxury goods, at the product and threw for like a king. LOGO brand will certainly make the Chinese people rush it? Luxury brand on the minds of the people must be rich ok? In fact, the conclusion is not the case. The latest research results

HC D & B, “the study of Chinese high-end consumer groups,” pointed out that China can be divided into eight categories of high-end crowd crowd: which cultural knowledge among the largest share, 19.9%; significantly higher than the brand keen type population (the proportion of the population is 16%), even greater than Advertisement Oriented groups (the proportion of the population and 7.7%). This shows that first-tier cities in China have been from short-term consumption of high-end groups of the impulse towards rational and mature.

Human activity can be described as work and life, and these activities are subject to emotional thinking and rational thought dominated. To this end, high-end crowd HC D & B survey of consumer research to set up psychological characteristics, behavioral state description of the statement and asked respondents to evaluate the situation according to their own rate.

Use of high-end crowd response, we adopted the method of factor analysis to identify China’s high-end consumer attitudes and consumer psychology factors, and cluster analysis, complete with lifestyle-based China High side population subdivision.

Figure 1. Segmentation result of the high-end crowd

End result of population subdivision In eight categories of sub-populations, cultural knowledge, the pursuit of innovative, life, strict type, brand keen to highlight achievements of type type and a high proportion of people living for enjoyment and consumption of rational proportion of low-type groups .

Will meet all kinds of people described a rational statement – emotional struggle and aggressive – and enjoy the consumption of the two dimensions of classification, and statistical breakdown of the population of each type of statement the number of categories to determine the population in each category the location of two dimensions, the situation reflected in the matrix as below:

Figure 2. Eight categories of sub-population distribution matrix

Eight categories of sub-population distribution matrix

Note: The dot size that the proportion of the number of people.

From the graph can obviously see the attitude in dealing with luxury brands, the intellectual rigor of consumer attitudes to account for the major part of the advertising-based consumer-oriented and enjoy is a small part. Therefore, as a whole, the Chinese luxury consumer attitudes have gradually up clear and rational.
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I am an expert from China Manufacturers, usually analyzes all kind of industries situation, such as tri core pillow , ergonomic pillow.
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