消费“年轻化”趋势显著 consumption“younger”Trend significant

　　在上海某外企工作的年轻白领吴小姐，每月收入过万元，从前年第一次出国旅游时买了一款LV的手提包之后，从此在国际奢侈品上的消费就一发而不可收。这两年只要有出国的机会她就会穿梭于海外各大奢侈品商店“淘宝”，身上的钱包、鞋子、衣服、项链，每一件几乎都是价格不菲的国际大牌。

A foreign enterprise in Shanghai work of young white-collar miss wu，Monthly income ten thousand yuan，From the year before last year when traveling for the first time bought a new LV bag later，From now on in the international luxuries consumption will become a process without stop。The two years as long as there is the chance to go abroad she can move back and forth in the overseas each big luxury store“taobao”，Body wallet、shoes、clothes、necklace，Each are almost the price does not poor international big shop sign。

　　像吴小姐这样年轻的奢侈品粉丝，近年来与日俱增。“在未来3到5年内，年轻消费者将成为我国购买奢侈品的主力军。”世界奢侈品协会中国代表处首席执行官欧阳坤表示，目前月收入约万元的奢侈品消费者占总数的一半以上，他们的年龄在25到28岁之间。在2007至2010年间，中国奢侈品主流消费群的最低年龄由35岁下降到目前的25岁。

Like miss wu such luxury young fans，The increasing in recent years。“In the next three to five years，Young consumers will become the main force of our country buy luxury goods。”The world luxury association China representative office chief executive OuYangKun said，At present about ten thousand yuan monthly income of luxury consumer accounts for more than half of the total，Their ages range from 25 to 28 years old between。Between 2007 and 2010，Chinese luxury mainstream consumer group by the minimum age 35, down to the present 25 years of age。

　　不过，在财富品质研究院院长周婷博士看来：“只能说奢侈品消费者的消费年龄在继续下沉和拓展，但不能以偏概全。”她表示，奢侈品分为入门级、中级，还有顶级，国内真正核心的奢侈品消费者也就只有20%，但是这20%的人决定了80%的市场，他们的年龄大多在40岁以上，而且对奢侈品的价格并不敏感。但是我们从日常生活看到80%的普通消费者，只消费着其中20%的产品，而这些奢侈品大部分是一些入门级的。

but，In the wealth quality research institute President dr ZhouTing looks：“Can only say that luxury consumer spending age continues to sink and expand，But can't overgeneralization。”She says，Luxury is divided into entry level、intermediate，And top，The core of the domestic real luxury consumer also is only 20%，But this 20% of the people decided to 80% of the market，Their age mostly in 40 years old，But the price of luxury is not sensitive。But we see from daily life 80% of the average consumer，Only consumption with 20% of the product，And these luxury mostly entry-level。

“富二代”之间攀比严重 “Rich the second generation”"Keep up with the joneses" serious between

　　相比于欧美奢侈品消费稳定集中在40岁以上的少数富裕阶层不同，中国的奢侈品消费年轻群体则正在日益壮大。“全球奢侈品消费者年龄最小的就在中国，而且绝大多数是父母给钱去买。”奢侈品研究人员欧阳坤表示，在西方是自己经济独立去买，而中国第一代、第二代企业家在创业过程中，没能太多地享受生活，进而转嫁在自己的子女身上，导致有些小学生就用最好的手机、最好的书包、最好的钢笔。奢侈品消费“年轻化”，很大一个因素是“富二代”之间的攀比，他们首先通过奢侈品进行自我身份攀比，进而攀比家庭财富和社会地位。在欧美，父母给孩子买奢侈性消费品的很少。而中国的第一代富豪则不同，他们希望孩子能享受这些。炫耀、攀比已被广泛认为是年轻人购买奢侈品的最大原因。

Compared to Europe and the United States luxury consumption stable concentrated in over 40 years old rich class a few different，China's luxury consumption young group are growing。“Global luxury consumer the youngest in China，And most of the parents give the money to buy them。”Luxury researchers OuYangKun said，In the west is their financial independence to buy，And China's first generation、The second generation of entrepreneurs in the entrepreneurial process，Can't too much to enjoy life，And then pass on to their children in their own，Lead to some primary school students with the best mobile phone、The best bag、The best pen。Luxury consumption“younger”，A big factor is“Rich the second generation”Comparisons between，They first through the luxury self identity bandwagon，Then bandwagon family wealth and social status。In Europe and the，Parents give to their children to buy luxury sex consumer goods less。While China's first generation of rich is different，They hope children can enjoy these。show、"Keep up with the joneses" has been widely considered to be the biggest reason young people buy luxury goods。

　非理性消费害人害己 Irrational consumption harm set, harm get

　　中国社科院财经战略研究院副研究员依绍华认为，现在有许多年轻人在经济条件并不富裕的情况下，通过省吃俭用节省下来的钱购买奢侈品，这种消费行为并不可取。欧阳坤表示，尤其是在这些孩子还没有创造价值的时候，就开始不当使用价值，长久下去就失去了自己创造价值的动力。而他们的思想有可能会影响几年、几十年。

By the Chinese academy of social sciences financial strategy institute associate research fellow in shaoxing China think，Now there are many young people in the economic conditions under the condition of not rich，Through the pinch and scrape savings to buy luxury goods，This kind of consumer behavior is not recommended。OuYangKun said，Especially in the children haven't create value，Began to the improper use of value，Last will lose their power to create value。And they thought it may affect a few years、decades。

　　因此，全社会应当倡导年轻人正确地认识奢侈品，树立理性的消费观，如果你不具备这个水平，却要消费超出自己能力的奢侈品，则既害人又害己，而且对社会风气也有负面影响。

therefore，The whole society should advocate the young man correctly understanding luxury，Set up the rational consumption，If you do not have this level，Will consumer beyond your ability to luxury，It not only harm and affliction，But also for general mood of society also have negative effects。

　　此外，周婷认为，奢侈品只是一个载体，我们也不能一味地批驳奢侈品，而要看到它对社会和经济发展的推动作用。奢侈品本身创造了一个高端的市场，对于中国整个行业向高端化发展有益，能够带动当地的商流、物流、信息流等相关产业的进步，同时为国家创造就业和财税收入。据《人民日报》海外版

In addition，ZhouTing think，Luxury is just a carrier，We cannot blindly luxury disproved，But to see it on social and economic development role。Luxury itself to create a high-end market，The whole industry in China to high-end development beneficial，To promote the local business flow、logistics、The progress of information flow and other related industries，At the same time for the country to create jobs and financial income。According to《People's Daily》Overseas edition