Earlier this year, accompanied by white Ming, a Chinese tycoons to fly to Europe to visit Italy A Zimu (the Azimut) yacht factory. Back, the rich would have ordered the yacht of a price of 50 million yuan. White Ming Italy A Zimu yacht chief representative in China.

“If the customers at the same time fancy a few Italian brands, after watching our ship, I am also responsible for their transfer to the reception of another brand, as successors of the same” white Ming joked.

Today, more diverse means of providing marketing services for the rich, such as high-end yacht company, has formed a similar reception union, even if it is a competition between brands, but also set up a visit handover process.

This sounds a bit weird. But in fact, when more and more “hot” when the needs of this group are also changed. Not just the basic services they need, the supply of the plane thinking, but in the financial, health, education, showing a more complex needs.

According to the China Merchants Bank and Bain released in April 2011 China Private Wealth Report, more than 10 million of this year, China may invest assets of the rich groups is expected to reach 59 million investment assets held by this population is expected to reach 18 trillion yuan. Accompanied by the growth of wealth is the upgrade of the consumer demand, such a trend, service and marketing thinking, whether it is also a shift?

For the rich, are you ready?

Change brands because of the need

May 12, in the near Jing’an Temple in Shanghai Shanghai Exhibition Hall, is being organized by the World Travel Fair “exhibition, Huang Siwei founder of Net Plus (Neeu.com) is one of the exhibitors, which is a positioning at the site of the high-end luxury consumer services in the past few years, the multinational luxury travel information has been one of the excellent network of business members.

In accordance with the introduction of the Huangsiwei, and now the country’s new rich have on the luxury travel market in Europe is increasingly active, they want to experience a better hotel and better service, more expensive procurement of local quality products. Correspondingly, there are more and more European travel agencies began to specialize to provide the necessary services: For example, they will consult the consumption preferences and brand preferences of Chinese tourists after they arrived for their design is different from the line of general travel arrangements such as Louis Vuitton or Chanel store in advance cleared specifically for these customers to buy. Some luxury brands have also been quietly make changes. It is reported that Louis Vuitton and Ferragamo stores, there will be a dedicated staff for customers in China about the history of the brand and the associated story. After all, sell a $ 1,000 pair of shoes, let customers know the company for decades or even centuries of history of the brand sales are very favorable.

Vacancies in the market opportunity

Although many brands are keen to capture the growing spending power of Chinese consumers, but in a short time to complete the corresponding match the needs of supply, are a major challenge for many companies.

The luxury goods industry, for example. One obvious problem is that the luxury brands is difficult in the short term to form a longer sales force to attract customers. In the McKinsey survey, two-thirds of consumers said that the indifferent attitude of the Chinese mainland store salesman, so that they experience poor, disappointed.

“I really can not stand the salesman that cold attitude and arrogance in the eyes,” one buyer said, “Compared with Hong Kong or overseas shopping, the attitude of mainland stores boast about.”

McKinsey previously published report said Chinese consumers spending rose 18 percent year on luxury goods by 2015 will reach about $ 27 billion. By that time, up to 20% of the global luxury goods sales will come from China, this will be bigger than the highest in the world, Japan. Paul Cadman, Ferragamo, CEO of the Asia-Pacific region had been expected, 2012, China will be the largest market Ferragamo.

Consumption upgrade: the spire of supply and demand in mind

However, the Chinese market is unusual in not just growth. Prominent difference is that of the rich and the Western rich, the rich generally more than 10 years younger. According to McKinsey, 73 percent of Chinese luxury consumers is less than 45 years old, and this proportion in the United States, only 50% a little more. Among them, the proportion of consumers of luxury goods in China 35 years of age up to 45% in Western Europe, this figure was only 28%. In his view, the information update these young rich will continue to track a variety of luxury goods, luxury goods become more popular, the consumer mentality is the same change. “The reason is very simple, the original general manager of a company using the LV, and later vice president also used, even the front desk administrative and secretarial back LV bag, then general manager for the meaning of the LV is not great.” So more Regal began to search for personalized, customized to reflect their own taste of things.

“New rich class in the luxury consumer consumption from the previous symbol (logo) the transition to more in line with their own personality and ideas to express the stage, which is beneficial to the whole industry will create many opportunities.” Huang pointed out that the four-dimensional, “Some young affluent crowd has become a domestic custom designer customer, prior to their preferred LV or Gucci, but now prefer the BV of such stronger sense of design, style, custom brand. “These population changes in demand, but also allow more emerging and more personal brand, saw the potential of market space.

Dialogue Huangsiwei: the rich luxury consumption more the pursuit of individuality

“21st Century”: With the growing group of rich, high-end consumer shows what kind of characteristics and trends?

Huangsiwei: the high-end luxury consumer, the rich class has been the gradual transition from consumption of the previous symbol (Logo) to more the pursuit of individuality, and more able to express their own taste stage. They gradually in the pursuit of a more customized products and services of the private system, and even has its own exclusive designer. From a few terms, on the one hand, with the luxury brand consumer groups gradually expanded sense of identity obtained from the original affluent gradually reduced, and therefore, they hope to find better reflect the products and services of their own personality ; the other hand, the advantages of emerging affluent class in the contact information and education, but also pay more attention to products, brands, and self-matching.

“21st Century”: the market supply side how to match their needs?

Huangsiwei: the market level, we can see two trends, the first high-end luxury product categories, the number or service has a very large increase, and the growing demand of domestic wealthy class diversification is related to the. Secondly, the distribution of the market space, luxury brands began to penetrate more and more to the third-tier cities, which is a big market.

In fact, there is still some gap between the market and consumers. For example, the information gap between the second and third tier cities come into contact with luxury consumer information and first-tier cities, the gap between first-tier cities and Hong Kong, there are differences between Europe and America, this regional need to bridge the information gap; Secondly, although the luxury species rich, but many European luxury consumer types into China, will face many problems in landing on, say, the talent shortage, how many services and products in the domestic market operators did not have much experience to draw on, of course, such as clothing, watch these mature luxury category will be relatively better.