Billionaires have sprung up like mushrooms after rain, making China a veritable "rich and productive country". Then, how do the "invisible rich" in China who are worth more than 10 million live and consume while trying to create wealth?
Crazy aibolai luxury
According to the 2009 China Millionaire Brand Trend Report, millionaires spend an average of 2 million RMB per year, among which luxury goods such as famous cars, watches and jewelry imported from Europe are the biggest consumption items.
The world's top station wagons, sports cars and off-road vehicles have all landed in China, and the top luxury cars with a value of more than 1000 million have surpassed1000 in China in 2004. Of course, there are world-class jewels, pens filled with jewels and diamonds worth tens of millions, watches worth tens of millions, and limited-edition fashions and accessories worth tens of thousands of yuan, all of which have become the iconic brands of the rich in China. Some organizations predict that by 20 15, China will become the largest luxury consumption market in the world.
However, the rich have different attitudes towards consuming these luxuries. A business owner who just bought 1.5 million yuan, 200,000 yuan and 300,000 yuan Vacheron Constantin watches said that he would buy a famous watch every once in a while. So far, he has bought more than 20 watches, some of which are gifts.
Another CEO who likes to buy luxury cars said that buying luxury goods is purely to satisfy his own interests. He loves racing and drives his own car on the highway, forgetting that his business is not smooth, which has become a way for him to relieve his work pressure.
In addition to the characteristics that the goods themselves attract the rich, what fascinates the rich in China is the "exclusive service" advertised by luxury goods merchants. They are eager to prove their economic and social status, and need a sense of accomplishment of "uniqueness" and "privilege", and luxury services just cater to this psychology.
Strange social circle
It is a common situation that the rich use the consumption of some top luxury goods as a sign of entering one or more social circles.
On the one hand, China people who insist on the old adage of "storing wealth" are unwilling to show off their wealth. On the other hand, luxury goods such as luxury houses can prove their economic strength, which not only wins their respect and admiration, but also paves the way for their future development.
In the past two years, the number of China tycoons who bought houses in Long Island has increased by 2%-4% every year. However, few people live in these million-dollar luxury houses, and buyers often only go to live two or three times a year. More often, the mansion is empty. Why is this happening? A buyer hit the nail on the head: "When talking about business, you tell the other party that you live in a $4 million mansion, and business is much easier to talk about."
Chen Lihua, a Hong Kong tycoon who was descended from the Manchu royal family Zhenghuangqi, invested nearly 200 million yuan to set up the first private rosewood museum in China, and put 3,000 pieces of rosewood objects in it. It is said that only 9 10 pieces of rosewood are worth $200 million, and nearly 2,000 pieces in her collection are not on public display.
Li Yongxing, the owner of Dongjiang Enterprise, brought a dozen luxury classic cars he treasured to the auto show, which caused a sensation. Li Yongxing owns more than 40 famous cars, including the Rolls-Royce extended car used by British Crown Prince Charles and Diana, the Cadillac extended car of 1989 by former US President George H.W. Bush, and the Red Flag special car of 1998 retired by the General Armament Department of China People's Liberation Army.
Li Yongxing's hobby of collecting high-end cars is also famous for trying to compete with the rich in Hong Kong. It is said that the process is like this: Li Yongxing took a 1909 Canadian antique Ford to participate in the exhibition of Hong Kong antique classic cars, and was tested by the then Financial Secretary of the Hong Kong Special Administrative Region, Henry Tang, and won the respect of Hong Kong rich people who also like to collect antique cars. Since then, Li Yongxing has had smooth communication with his counterparts in the catering industry in Hong Kong and went to Hong Kong to buy local restaurants.
Li Dage, who runs the group with Li Yongxing, is taking the time to prepare his private fighter collection exhibition, probably because he doesn't want to lose to his younger brother. Li's eldest brother bought 20 old fighter planes at one go.