爱思英语编者按:美国波士顿咨询公司(BCG)近日发布最新报告做出如上预测,并称2020年前,超过330个中国城市的可支配收入水平将达到2010年上海的水平。报告预测,受中国市场的“鼎力”支撑,在无金融危机发生的情况下,2014年前,世界奢侈品消费将保持7%的平均增速。世界主要奢侈品牌的业务负责人认为,其全球销售有四成来自中国。BCG称,中国的奢侈品消费分为两部分,国外旅游消费与国内消费持平,甚至多于国内。

【导读】

中国的奢侈品市场高速增长,富人们已经难以满足于普通的奢侈服务了。于是奢侈品制造商便花尽心思,满足他们的需求。

【正文】

Luxury goods in China

中国奢侈品市场

Riding the gilded tiger

脚踩金龙、身跨猛虎

China’s super-rich expect better pampering than the merely well-off.

国内的超级富豪不满小康生活,憧憬骄奢享受。

ONE recent night, the ballroom at Hong Kong’s Grand Hyatt hotel was transformed into an elegant Parisian salon. Several dozen very wealthy families from all over China were flown in for a weekend of cruises, property tours and a gala auction. Chow Tai Fook (CTF), a Hong Kong firm that is the world’s largest jeweller, paid the bill.

近日,香港君悦酒店的舞厅变身成为了夜间高级巴黎式沙龙。来自中国的各地几十家非常富裕的家庭聚集于此,参加周末的游览、地产购买和奢侈品拍卖会活动。世界最大的珠宝商,香港周大福公司为他们支付了费用。

Adrian Cheng, an executive director at the firm and scion of CTF’s controlling family, put it all together to reward customers who spend over 1m yuan ($158,000) a year. Many come from the provinces in and around Beijing, Mr Cheng whispers: “closer to power and money” than Shanghai or Shenzhen.

周大福控股家族继承人、企业执行董事郑志刚做这些事是为了回报那些每年花费超过100万元人民币(158000美元)的消费者。郑志刚私下里说道,很多来自北京及其周边省市的人,其“权利和财力”都更胜上海人或深圳人。

Even in provincial cities like Kunming, the rich routinely expect luxury shops to pamper them with cocktails and massages, says Francis Phua of DKSH, a consultancy. However, these days China has so many people flashing gold and platinum cards around that the seriously wealthy expect luxury firms to treat them to ever more exotic and exclusive events, to maintain their sense of superiority. CTF has taken its “VVIPs” on junkets to Paris Fashion Week, on helicopter tours and rare-wine tastings.

咨询公司大昌华嘉的Francis Phua说道,即使在像是昆明这样的省城中,富人也将奢侈品店中提供的鸡尾酒和按摩服务视为常物。不过近来,中国有太多人炫耀手中的金卡、铂金卡了。真正富裕的人为了为继高人一等的感觉,便期待奢侈品企业能提供些有异国风情、常人难以企及的服务。周大福便为他们的“VVIP”(VVIP即“very very important person”,非常非常重要的顾客)客户提供了免费豪华巴黎时装周旅行、直升机观光以及法国别致葡萄酒品鉴会。

A new report from CLSA, a stockbroker, forecasts that more than half of this year’s growth in luxury goods will come from China, where sales are set to soar by 24% in 2012. The country is already the largest market for jewellery after America, and for gold after India, and is gaining fast on both leaders. Prada and Gucci owe a third of their global sales to the rich in China. CTF saw same-store sales on the mainland shoot up by 45% from April to September last year.

股票经纪商里昂证券的最新报告预测2012年奢侈品在中国的销售额将飞速增长24%,而本年奢侈品销售额的增长更将有一半归功于中国。中国已经是仅次于美国的最大珠宝市场、仅次于印度的最大金市场,而且正在迅速逼近美国和印度的领导地位。普拉达与古驰全球销售额中的三分之一归功于中国的富人。去年周大福在大陆地区的同店销售额也从去年4月份到9月份期间快速增长了45%。

Mao may be spinning in his grave at how much China’s super-rich appreciate being “educated” on how to blow extravagant amounts on fine cigars and fancy watches. Whereas the West’s rich like it when luxury firms give them discounts for repeat purchases, their Chinese counterparts care more about having their status recognised, says Franklin Yao of SmithStreet, another consultancy. He thinks this is especially true for women, who make up 70% of CTF’s VIP scheme.

如能看到今时今日中国的超级富豪是如何“学会”花大把的银子来追捧奢华的香烟名表,毛泽东也许都要在棺材里气的打滚。另一咨询公司斯密街的员工Franklin Yao说道,西方的富豪们都很喜欢奢侈品公司在他们重复购买时提供的折扣,而中国的富豪们则更在意自己的身份得到承认。他认为女性尤为如此,目前,女性客户已经占了周大福所有VIP账户中的70%。

For such super-rich Chinese, an invitation to a lavish weekend is not enough, Mr Cheng explains. They expect a personal butler to fetch them and fuss over them. If that is what his very best customers want, that is what they shall have.

程先生说,对于中国的超级富豪来说,邀请他们去享受奢华的周末是远远不够的。他们需要一名私人男主朴来服侍、悉心照顾他们。如果他们最重要的客户想要这种服务的话,他们就应该提供这些。