As the market changes in the mainstream of the Chinese luxury consumer attitudes. For this part of consumers, the Shanghai Fudan University, Assistant Professor, School of Management, Fudan The North Face University - Bocconi fashion and luxury goods management project director Dr. Lu Xiao given the Chinese side is defined as "the economic strength of the real owner, but also genuine demand for luxury goods," the crowd . In recent years the "resurgence of luxury goods," the concept also began in China in a handful of people that became popular.
A small number of people have been fed up with the concept of the so-called mass affluent. Led this trend, the real luxury, that is, those rare, produced by the real experts, only sold to a specific minority of goods because of the prevalence of elite superiority has been the return. Entry-level Tiffany bracelet decorative look, although as a luxury, but it does not pass the identity of the value of more than a mood ring.
Cartier Lu Chief Executive Officer of the Greater China region-wide summary of an interview in the Chinese luxury consumer mainstream the concept of process of change. In the early 90's, the domestic luxury most people also do not know what brand. The first group of people who go out of the country known luxury, with luxury goods to demonstrate their own quality of life gradually become a goal pursued by many people. However, the initial aim is to follow the trend of consumption, to see how others wear, they buy the same, at this stage, it is very obvious like a luxury LOGO. With their culture of luxury brands have a better understanding of the historical background, and the pursuit of diversity and are concerned about the limited edition and The North Face become a unique expression of the aspirations of these people a way. As evidence emerged that senior Cartier jewelry line in China and have a substantial fixed base of fans, some Chinese guests enjoy the ultimate unique customized services, has entered the highest realm of luxury goods consumption.
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