Their monthly income is only 2,000 to 3,000 yuan, but they will pay the second half of the salary to go to a store to buy a Louis Vuitton bag, and then take this bag to squeeze the bus and walk to work.
Our reporter Yu Hao from Shanghai
Tomorrow, time slips into 2005.
The air that was soaked by Shanghai's second snow wrapped the sunlight and the faint light faded until it disappeared.
Into the night, Nanjing West Road. Looking out of the window covered with drops of water, the lights on the street were blurred. Louis Vuitton is on the street
The Louis Vuitton flagship store is on the street at Plaza 66.
A 40-year-old man, holding a handful of RMB in his hand, counts it and gives it to the clerk standing next to him.
At this time, on the second floor of the shop, a woman was paying for a card, and she fancy a Louis Vuitton bag priced at 16,000 yuan.
A few minutes later, she appeared on the roadside bus station. Like most ordinary Shanghai citizens, her daily transportation is buses and subways.
At this time, you will not think of Louis Vuitton bag in her hand and spent her 4 months salary.
In Shanghai, there are many such women whose monthly income is only 2,000 to 3,000 yuan, but they will pay for the second half of the year to go to a store to buy a Louis Vuitton bag, and then take this bag to squeeze the bus and walk. Commute.
For foreigners living in Shanghai, they cannot explain such stories.
In their eyes, people who can afford Louis Vuitton should be rich and have a car, and there are special drivers to pick them up.
A friend talked about Shanghai people's enthusiasm for luxury goods. "More or less a little vanity. Shanghai girls like to compare, an office person will pay great attention to who wears new clothes, what brand of clothes In addition, Shanghai girls are naturally liked to be extravagant and elegant, so they will save their food and buy brand names for themselves."
It is this kind of psychology that makes such luxury goods as Louis Vuitton and Dior popular in Shanghai. Among the crowds who linger in luxury stores, many are not wealthy.
A girl who works in LVMH Group said that although the salary of the girls who are working in the world's largest luxury goods group is not high, they are exposed to first-rate brand names at work, and the bosses also require the staff to have a good personal. Image and taste, so they are very concerned about their own line, will never buy fakes.
Their trick is that clothes can be used to find some designer clothes in the store, such as BCBG. Because most of the clothes come out of the factory, they are basically real goods, but handbags and other accessories must be genuine brand names.
Therefore, many luxury brands have a clear sales target in Shanghai, because here, more expensive things are sold out. Behind the flashy
In the impression of Bernardi, the executive director of the Swiss watch “Panehaiâ€, Shanghai is a good place to sell luxury goods. In 2004, “Panehai†just appeared in Shanghai’s Hang Lung Plaza, attracting a group of Chinese “Hawks†aged 25 to 40.
Although Panerai is a male watch with obvious naval characteristics, there are still many young women enthusiastically chasing, and do not care about the price of between 2,800 euros and 160,000 euros per model.
Of course, ladies in Shanghai still have some ways to save money and buy designer clothes. As these luxury goods are generally higher in the country than in Europe and the United States, many of the beauties will allow their colleagues or friends to travel abroad for business trips.
In addition, Hong Kong is also a target area for these Shanghainese people. Those with slightly better economic conditions will go to Hong Kong to purchase a large amount each year to satisfy the desire to own a famous brand.
Moreover, many Shanghaiers are keen to buy some big brand gadgets such as ties, shoes, and purses. According to fashion sources, buying designer clothes and buying accessories is a big watershed.
The first is the income gap. People with insufficient income levels will buy some relatively inexpensive accessories to look for, suggesting that they are also members of this class.
Followed by the gap in quality. The real big brands often “can't reduce anything†in style, that is, advocating conciseness and being hidden, which is too conservative in the eyes of those who do not reach this level.
Such consumers account for a large proportion of the relatively low price of luxury goods. And insiders also revealed that this point, luxury goods sellers are also very clear, so when they introduce brands, they often introduce perfumes and accessories first.
The texture and handicrafts as well as the limited amount of products like clothing are reputable. The relatively low-priced products, such as perfumes and accessories, are generally the products with the highest profits. These are the biggest sources of profits for these luxury goods manufacturers.
Huang Lixin, general manager of Bentley Shanghai, believes that among those who bought Louis Vuitton, if you ask him or her who Louis Vuitton's founders are, why do you like Louis Vuitton's products, surely there are more than 90%? People can't tell. "They buy this kind of merchandise is just drifting."
Swiss Richemont Group is the second largest luxury goods group in the world and the largest watch group in Switzerland. Francis Guten, president of Richemont Asia Pacific, introduced that luxury goods entering a country or region must go through three phases. The first is to explore the road, tentatively carry out small-scale sales, and open up the visibility; the second phase is the stage of re-education for consumers after having a certain reputation; the last stage is that consumers have a deep understanding of the brand. , Clearly know what brand of product you need.
He believes that China's luxury consumption is in the second stage. Each luxury brand has a history of more than a hundred years, forming its own culture and style, and China's current luxury consumers, not many people understand the meaning of these goods.