More and more companies are aiming at the young group to create a banner of “little extravagance”. In the past, cheap and low-quality goods were gradually withdrawn from the market.

Light consumption is popular

Right now, a "light luxury" is popular in various fields.

According to the "2017 Lynx International Annual Consumption Trend Report" released by the First Financial Business Data Center and Tmall International recently, light luxury has become a new consumption concept of the younger generation in China. Product refinement, quality, and content become China's current Consumer trends.

Light luxury, as the name implies, that is, light luxury. In general, the quality of light luxury products is in the middle and upper class, which is different from ordinary products, but it has not yet reached the luxury level, and the price can also be accepted by ordinary consumers. According to the "Report," the current purchase of light luxury brands is most active among people aged 25 to 35. This consumer group generally has certain economic conditions and appreciation capabilities, and hopes to pursue a higher quality of life.

Looking at various industries, more and more companies have taken the banner of "little extravagance" with a clear-cut stance. In the past, a wide range of cheap, low-quality goods have gradually withdrawn from the market, and the trend of light luxury has followed the footsteps of consumer upgrading.

Light luxury consumption is popular

Since the “a little bit” of tea has opened in Beijing, the long line in front of the shop has become a common sight in the city. Today, in the first-tier cities and second-tier cities, the number of such light luxury brand tea shops has increased significantly. The reporter found that, compared with the previous milk tea drinks, light luxury brands of milk tea, single cup prices are more than twenty or thirty yuan, although the relatively high price is quite popular.

A store manager of a "little" tea shop told the reporter: "In the past, consumers had chosen beverages to satisfy their thirst-quenching needs with limited purchases. Now our tea shops are gradually moving towards the cafe mode, from selling simple drinks to selling them. In this way, the milk tea products look good, taste good, and have a space experience similar to that of a coffee shop, adapting to the consumption needs of young people."

Not only tea and breweries, restaurants, and other food and beverage industries, light luxury products or services in the daily necessities, home, jewelry and other industries have also become popular, light luxury style and "will never be" become a common consumption of many 80,90 consumer groups. idea. For example, in the fashion field, there are reports that Coach, Michael Kors and other luxury brands have seen double-digit sales growth in China in recent years. Some experts pointed out that the meaning of light luxury products is mainly divided into top designer original design and high-quality fabric technology in two aspects. Unlike the top luxury brands, light luxury brands may not pay much attention to avant-garde design, but the emphasis on quality is unambiguous. In addition, the biggest difference between the two is the price, luxury brands do not like the top luxury goods, for the general consumer population is out of reach. The luxury brand's product positioning is generally medium and high-grade, and it is very attractive to young urban consumer groups.

According to statistics, last year, the size of China's light luxury market reached 200 billion yuan. According to the analysis, the huge base of consumer population and the huge room for growth in the future will make the wave of light and extravagant consumption last for a while now.

Where does the demand for light consumption come from?

In fact, light and extravagant consumption can be popular, largely to fit the younger generation's consumer demand.

Xiao Qin, a student studying at Tsinghua University, said: “Now many college students tend to be extravagant styles in consumption, which may be due to the ratchet effect (referring to the irreversibility of people’s consumption habits after their formation). Experience a better product, it is difficult to accept inferior products."

As for why more and more young people began to purchase light luxury products, Xiaoqin believes that light luxury products are not only of good quality, but also bring a certain sense of value to the brand image. At the same time, if a brand presents a style that suits himself, he will enjoy the feeling of belonging to the light luxury brand.

Gyor Wing-lin, who was recently employed in the IT industry in Beijing, was a 90-year-old. For extravagant consumption, he told reporters that after entering the community, many occasions need some external packaging to open social circles, and the favor of certain elements will make some people have the same aesthetic, and appreciate each other, thereby expanding Personal social circle. Therefore, the appropriate purchase of light luxury brands is helpful for themselves.

"Fading fabrics will make clothes look textureless, not that all garments must buy branded goods, but some occasions do require decent garments. Light luxury brands can meet this very well," Gayyong Lin said.

Some experts believe that the current consumption characteristics of young people are that the concept of consumption has a certain degree of advancement, and young people are more emboldened in pursuing a high quality of life. Therefore, the prevalence of light luxury consumption is a trend of social development. Whether it is students or working-class workers or urban white-collar workers, everyone can enjoy the personal satisfaction brought about by extravagant consumption.

Extravagant and extravagant

In the daily consumption environment, luxury consumption often has a derogatory color, so the concept of light luxury consumption has been controversial since its inception. In fact, the prevalence of extravagant consumption is certainly related to the consumption needs of young people, but it is also not related to the merchant’s aggressive marketing.

The reporter found that opening a lot of home and clothing brand official website, there will be such as "little luxuryism is popular", "a kind of life attitude is called light luxury," "there is a luxury can be defeated," and other advertising slogans, all-pervasive promotional information It will certainly affect the consumer's consumption mentality. In this process, many young people blindly consume, extravagant and extravagant consumption tends to be vigilant.

Xiao Qin of Tsinghua University said that in college, some people may not understand its history and style for certain light luxury brands, but they will follow suit to purchase. This may be related to the popularity of social media. "Seeing a classmate or friend forwarding a brand on Weibo or a circle of friends creates an impulse for consumption, but does not consider practicality and the degree of match with oneself."

Chen Zhongyun, an associate professor at the China University of Political Science and Law, said that in the past, watches, bicycles, and sewing machines were popular “three big things” and they were also signs of high quality of life at that time. BB machines also led the social trend in the 1990s. In other words, the concept of consumption will change along with the development of society, and a good state of consumption is in fact an affirmation of oneself. The current light luxury products are gradually gaining popularity, which not only means that young people's consumption concept is changing, but also reflects their pursuit of personality and self-expression.

Chen Zhongyun believes that pursuing high-quality consumer experience based on its own economic reality can be described as the essence of light luxury consumption, but for the purpose of vanity, luxury and luxury are undesirable, and young people's consumption must be relatively rational.