A Chinese Young Girls Luxury Consumption Structure

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A 27-year old single white collar woman, with a monthly salary of ten thousand yuan, goes to the most expensive beauty salon to have her hair done, has no hesitation when spending thousands of yuan buying skin care products, and wears a handbag costing her one month’s income; while her apartment is narrow and small, the furnishing is simple and crude, and her refrigerator is empty without any food. For her, she believes that the pattern of her consumption is very reasonable. A chic and attractive appearance can give her confidence at work and in social intercourse, ensures her that she hasn’t ill-treated her precious youth. Beiseds, how can she net a rich husband if she doesn’t dress up despite hefty price tags? As for food and dwelling, they aren’t important in the present stage of her life. This is the central idea of the book I read last week, Treasure Hunt: Inside the Mind of New Consumer written by Michael Silverstein, copartner of Boston Consulting Group. It points out from another side that the market of luxury goods no longer centers on rich people only, but every one now.