中國人爲何對奢侈品趨之若鶩

Chinese consumers' insatiable appetite for luxury goods and services appears unstoppable, with just 2 percent of the Chinese population responsible for one-third of the world's luxury items.

中國消費者對奢侈品和服務有着狂熱的購買慾。僅2%的中國人口就包攬了全世界三分之一的奢侈品。

As China's economic miracle continues and spreads across second- and third-tier cities, the market opportunities for all sorts of luxury goods and services are unfathomable.

由於中國經濟的奇蹟不斷，二三線城市發展迅速，各種奢侈品和服務的市場空間巨大。

Luxury consumption in China now extends way beyond well-known car, clothing and jewelry brands. For example, the luxury jet market in China is the fastest-growing in the world, even outstripping that of the United States, with a market share of 25 percent. This trend appears set to continue, with 20 to 30 percent growth expected in China, compared with only 2 to 3 percent in the US.

中國的奢侈品消費已經不單單侷限於名車、名牌服飾及珠寶。比如，中國的豪華專機市場在全球中發展最爲迅猛，甚至遠超美國，佔據25%的市場份額。這種趨勢似乎不會消停，中國這塊消費市場的增長幅度預計高達20%至30%，相比之下，美國僅爲2%至3%。

But more important, China's luxury jet market growth represents a major development in the private consumption of luxury items.

更重要的是，中國豪華專機市場份額的攀升代表了全國個人奢侈品消費的重要發展。

China's high-quality red wine market also provides tangible evidence of the growth in private consumption of luxury goods.

中國高檔紅酒市場同樣也是個人奢侈品消費增長的切實證據。

In 2013, China became the largest market for red wine in the world, even overtaking the French, with 1.86 billion bottles quaffed in China last year. Over the past five years, China's red wine consumption has grown 136 percent.

2013年，中國成爲世界上最大的紅酒市場，去年甚至以18.6億瓶的瘋狂消費額趕超法國。過去五年裏，中國的紅酒消費已經增長了136%。

But far more attention is still paid to the visible signs of Chinese consumers' luxury shopping.

然而，人們更多關注的還是中國消費者購買奢侈品的顯著跡象。

Public consumption of such expensive, sumptuous global luxury brands such as Prada and Armani is easily explained by the desire to "gain face" and publicly display social climbing through material possessions. Consequently, celebrity endorsement features heavily in the marketing of such luxury items

公衆消費像普拉達、阿瑪尼此類昂貴、奢華的全球奢侈品牌，原因很簡單，就是爲了“賺足面子”，並通過物質財富互相攀比。因此，名人代言在奢侈品市場中屢見不鮮。

Private consumption of luxury items is, however, less well understood. According to my ongoing consumer research in this area, it is "self-reward" that lies behind consumer motivation in this area.

然而，個人奢侈品消費就比較讓人費解。據筆者對這一領域消費者的持續調查顯示，“自我獎賞”是這一消費的潛在動機。

Chinese consumers who have experienced rapid financial and economic gains appear particularly prone to the need to reward themselves for their success. But this has little to do with "gaining face" and impressing others and much more to do with the need for personal contentment.

尤其是快速發家致富的中國消費者更傾向於以此嘉賞自己。但這與“賺足面子”和折服他人沒有多大關係，反而更多是出於自我滿足的需求。

As a result, the marketing of privately consumed luxury items, from jets to red wine, needs to adapt from the strategies and associations often employed where public consumption is concerned.

因此，從飛機到紅酒，個人奢侈品消費市場需要採納借鑑公共消費的常用策略和關聯性。

Private consumption of luxury items is often a far more rational, planned and, therefore, deliberate process.

個人奢侈品消費行爲通常更具合理性和計劃性，因此，這是深思熟慮的過程。

In consequence, it is imperative that tangible product features and attributes are central to any marketing campaign and that exciting emotional associations do not dominate.

爲此，任何營銷活動都務必以有形商品的特徵和屬性爲中心，而非刺激性的情感聯想。

The spectacular growth of high-quality red wine consumption by the Chinese probably has a lot to do with perceived health benefits, for example, in combination with typical emotional associations such as prestige and sophistication.

例如，中國高檔紅酒消費的快速增長可能很大程度上與人們認知中的養生價值有關，還跟一些諸如聲望和素養之類的典型情感聯想有關。

Luxury jets are also probably acquired for their immediate, rational rewards such as convenience and speed.

豪華專機也可能由於其即時合理的優越性（如便捷和快速）而受到青睞。

Private consumption of luxury items in China is also likely to represent a more calm and reflective experience, in comparison with the excitement and frivolity often key to public consumption.

在中國，一時衝動和購買草率是公共消費的關鍵因素，相比之下，個人奢侈品消費行爲也就顯得更加冷靜和慎重。

As a result, celebrity endorsement and profligate use of bright, ostentatious colors should play little part in any private luxury building of brands in China.

因此，名人代言和濃墨重彩的宣傳對中國樹立任何個人奢侈品品牌的作用幾乎是微乎其微的。

Finally, the growth in private luxury consumption in China is set to continue in part due to the maturity of the Chinese consumer and advancement of Chinese consumer culture generally.

最後，中國個人奢侈品消費的持續增長部分是因爲中國消費者的成熟理智以及中國消費文化水平的普遍提升。