朱明侠主任于11月23日接受中国国际英文广播电台采访-网上澳门金沙娱乐城

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朱明侠主任于11月23日接受中国国际英文广播电台采访

发布时间:2010/11/26 点击:2071次

我中心主任朱明侠教授于11月23日接受中国国际英文广播电台采访,通过比较中西方奢侈品消费的特点,对中国奢侈品消费的市场分布、消费者偏好及购买心理进行分析,指出奢侈品发展对中国经济的促进作用,并阐述了国外奢侈品牌在中国经营的风险。


1.What is the potential for growth in the luxury goods market in China, how does it compare with markets in Europe and the US?

    朱明侠教授:中国的奢侈品市场正在迅速发展过程中,潜力巨大。相比欧美市场,消费心理成熟度还偏低,倾向于社会导向的实物性奢侈品消费。
    The luxury goods market in China is experiencing a rapidly developing stage; there is a huge potential demand in the next five years. We predict that China will take over Japan to be number one country of luxury goods consumption in 2015. Compared to European and American markets, Chinese consumers’ psychological consumption maturity is relatively low, and tends to community-oriented luxury consumption. I think show off consumption is the main characteristics in this market. This trend will last for the next few years. But not all the consumers like this, some consumers become very rational, they appreciate the culture, style, design ect of the luxury brands.


2. Is it a similar story in other developing countries?   

朱明侠教授:是的,这是该阶段经济发展的必经产物。如印度、俄罗斯等国,当然各国文化存在差异,因此表现形式也会有所区别。

    Yes, this is result of the stage of economic development. Such as, India, Russia and other countries, Of course, there are some culture differences between nations, and consumer behavior can also be different.


3. What goods are likely to be most popular?   

朱明侠教授:女士的皮具、珠宝,男士的腕表都是最受欢迎的奢侈品。一方面集体主义文化下的中国人偏爱实物性奢侈品展示社会财富地位,另一方面儒家文化下奢侈品消费者更倾向于为自己购买高价产品一个理由,此时投资就成了其最主要的奢侈品消费动机之一。

Lady's leather goods, jewelry, men's watches and garment are the most popular luxury once. On the one hand, collectivism culture- oriented Chinese consumers prefer physical luxury goods which can show their social wealth status, on the other hand the Confucian culture - oriented consumers are more inclined to purchase high-priced products for themselves, a justification for this investment was the most important one of luxury consumption motivation.


4. Where is the existing market in China?
     朱明侠教授:现存市场主要是由出生于60年代的私营企业主和精英阶层构成(从单笔消费金额来看),但从整体消费量来看,在中国中产阶层(白领、公务员、中外企普通职员)的消费力量也不容小觑。
     Existing market mainly are those private entrepreneurs and elite components (from single expense amount to see) who were born in the 1960 's, but overall consumption in China's middle class (white-collar workers, civil servants, general staff in foreign companies) are the main consumer power, we can not underestimate 


5.What geographical areas are likely to see expansion?
    朱明侠教授:一线城市的一线品牌布局已有定数,东部二三线城市目前正在迅速发展中,西部城市(尤其是资源型城市)将成为未来潜力发展市场。
    Top brand layout in First-tier cities has been fixed, the eastern part of the second and third tier cities currently is rapidly developing, Western cities (especially the cities with rich resources) will become the future potential market.


6. How can the luxury goods market benefit the Chinese economy?

朱明侠教授:一方面拉动内需,促进中国高端零售业的成熟,另一方面使我国企业有更近距离的榜样,通过学习西方先进设计理念、制造技艺、营销方式等加快转变经济增长方式的步伐。
    On one hand luxury goods consumption can stimulate domestic demand, help China's high-end retail industry to become more mature, on the other hand, our enterprise has a closer example, through the study of Western advanced design concepts, manufacturing techniques, marketing methods, and so accelerate the pace of economic growth.


7. Is it a market that is solely reliant on imported brands?

朱明侠教授:目前来看是的,但也要分领域,如白酒市场当然还是中国主导的,但我们看到国际奢侈品牌也在加快对这些未占据优势行业的扩张,同时中国本土奢侈品牌发展也很迅速,目前在服装、珠宝、高端服务业都已有所建树。
    At the present, Yes, but to different areas, such as the liquor market, of course a Chinese-led market, but we can see the international luxury brands also accelerate the expansion of the Chinese dominant industry, while local Chinese luxury brand development is also very rapidly, especially in clothing, jewelry, high-end service industry.


8. What's the risk for those international luxury brands operating in the chinese market? Given the fact that more international brands have been attracted to China and many of them may not gain a profit as expected?

    朱明侠教授:对于在华知名度较低的二三线奢华品牌风险会较高,尤其是目前在中国的一线城市黄金地段的运营成本已经非常高,而中国人短期内对于品牌的偏好将持续存在(只增不减),如何在较短的时间内将品牌为中国人所知将是其最大挑战,尤其是那些以低调为DNA的奢侈品牌如何平衡品牌本身特性与中国奢侈品消费市场特点将对于企业在华可持续发展非常重要。
    Risk of Second and third-tier luxury brands in China would be higher, especially in China's first-tier cities, prime locations of operating costs are quite high, but the Chinese people brand preference persists in the short run (only increase unabated), it will take time for the Chinese people to recognize the brands, This is a big challenge, especially for those with a low profile for the DNA of the luxury brand. For luxury firms’ sustainable development, it is important to balance the brand itself features and characteristics of Chinese luxury market.
上一篇:中心主任朱明侠教授接受香港《凤凰周刊》(Phoenix Weekly)记者采访
下一篇:转型•动力•变革:2011中国奢侈品市场发展趋势高峰论坛顺利举行

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