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1.0 Introduction引言
1.1Background背景
随着中国经济的发展，中国已成为世界上皮革奢侈品消费量最大的国家之一。2015年，中国消费者奢侈品消费支出1168亿美元，占全球奢侈品消费总量的46%。在中国消费者购买的奢侈品中，皮革产品最受欢迎，数据显示，31%的中国消费者会购买皮革奢侈品。这对LV、Hermes、Coach等知名皮具制造商的发展带来了巨大的积极影响，但随着中国消费者日益成熟，以及中国政府的反腐败行动深入，未来中国皮具奢侈品消费量的增长。因此，对于皮革奢侈品制造商来说，如何根据中国皮革奢侈品行业的变化来调整其营销策略是非常必要的。
With the development of China's economy, China has become one of the counties in the world in which the most large amount of leather luxury goods were consumed. In 2015, 116.8 billion US dollars were spent by Chinese consumers on luxury goods, accounting for 46% of the amount of global luxury consumption. Among the luxury goods that Chinese consumers buy, leather products are the most popular, data show that 31% of Chinese consumers will buy leather luxury goods. This has brought a huge positive effect to the development of well-known manufacturers of leather goods such as LV, Hermes, Coach and other brands, however, as Chinese consumers are increasingly sophisticated, as well as the anti-corruption actions of the Chinese government are in-depth, the growth of leather luxury consumption in China in future is expected to be more slow, therefore, for manufacturers of leather luxury goods, how to make adjustments for their marketing strategies based on changes in leather luxury industry in China is very necessary.
Figure 1: Proportions of amounts of money being spent on different kinds of luxury goods
1.2 Research question研究问题
研究问题1：从购买动机的角度探讨中国消费者购买皮革奢侈品的消费行为；
研究问题2：从购买决策的角度分析中国消费者在皮革奢侈品消费中的购买行为；
研究问题3：从消费者的社会阶层角度研究中国消费者在皮革奢侈品消费中的购买行为；
研究问题4：对未来皮革奢侈品在中国的市场营销提出建议。
Research question 1: From the perspective of purchase motivation to explore the consumer behaviors of Chinese consumers in purchasing leather luxury goods;
Research question 2: From the perspective of purchasing decision to analyze the purchase behavior of Chinese consumers in leather luxury goods consumption;
Research question 3: From the perspective of social stratum of consumers to study the purchasing behavior of Chinese consumers in leather luxury goods consumption;
Research question 4: To recommend on marketing of the future leather luxury goods in China.
2.0 Literature review
2.1 Research on purchase motivation of consumers in leather luxury goods consumption
Most of researches in the past divide leather luxury goods purchasing motivation into the following four types. First is for showing off. Conspicuous consumption refers to that consumers buy leather luxury good to show off, what leather luxury goods bring to consumers’ psychology far exceeds the practical effects of the goods, they will deliberately show leather luxury goods to suggest their own economic strength and social status. Second is mass-following psychology. When consumers of a certain group purchases certain leather luxury goods, it will promote other consumer groups to have the impulse to buy the leather luxury goods, this motivation is called the mass-following motivation in leather luxury consumption. Many Chinese consumers take leather luxury goods consumption as the signal of identity, strength, quality, in order to keep "face", and some less affluent Chinese people live frugally to buy a LV bag, some white-collar workers are also driven by mass-following psychology to buy leather luxury goods. Third is the motivation in pursuit of beauty. Human pursuit of beauty is a necessary condition for generating demand for leather luxury goods. First of all, the purchase of leather luxury goods can meet consumer demand for pleasure, consumers are through leather luxury goods consumption to obtain satisfaction and pleasure in senses; then, purchase of leather luxury goods can meet consumer demand for high quality products. Finally, the brand culture and image of leather luxury goods meet the aesthetic expectations and needs of consumers. The last is gifting, for establishing and strengthening relationship with other people, or for motivation of maintaining friendship or business relationship, these consumers choose to buy leather luxury goods as a gift for others, which Not only show their importance to the relationship, but also show that they have strong economic power.
2.2 Research on leather luxury goods purchasing decision
2.2.1 Brand popularity
Chinese consumers focus on the possession and consumption of certain kinds of leather luxury goods to make themselves dependent on a social group of some kind of a particular level, Chinese is serious about reflection and evaluation from those people who are in the same social group with them on their behavior of purchasing leather luxury goods. If they purchase leather goods with low visibility, as other people do not know this kind of leather goods, they will not get the other people’s active and positive reviews. Therefore, Chinese consumers often purchase several brands of leather luxury goods with high brand awareness, such as LV, Hermes and so on.
2.2.2 Brand level
Consumption behavior of Chinese people reflects a strong hierarchical character. China's leather luxury consumers are concerned about the manufacturers, brands, origins of leather luxury goods. Because leather luxury goods from the world's leading leather luxury goods manufacturers, and the leather luxury goods imported from France, Germany, Italy more adapt to Chinese consumers’ hierarchy concept and tastes, and the unknown brands "made in China" are usually marked with low-grade, poor quality mark. So they like to buy leather luxury goods with clear recognizable signs and has been widely recognized, they divide leather luxury brands into high and low levels, and they like to purchase leather luxury goods from luxuriously decorated monopoly shops in prime locations in a city.
2.2.3 Price
Chinese people attach great importance to "face", "face" plays an important role in Chinese people’s consumption behavior. By leather luxury consumption, people maintain their own "face" to strengthen other people’s views on them and maintain their social status. This explains why many Chinese consumers of leather luxury goods are not very rich, but they will accumulate several months of wages even at the overdraft to buy a leather luxury, because they are concerned about being attached importance by other members of the group, buying expensive leather luxury goods meets their vanity of joining in elite groups and being envied by other members of the group.
2.2.4 Quality and cultural connotation
Usually successful leather luxury products have a high level of technology, long history and unique brand culture, which is the reason for consumers with motivation in the pursuit of beauty to buy leather luxury goods, but in the past, for most Chinese consumers, they do not pay most attention to the brand culture and connotation of leather luxury goods, and they are even ignorant about that. Many Chinese people purchase leather luxury goods for its symbolic significance, since consumption of leather luxury goods usually means wealth and status, taste. They are more concerned about the visibility and levels of leather luxury goods.
2.3 Buying behavior of leather luxury goods of consumers of different social classes
2.3.1 The richest strata
China's wealthy class has accumulated a lot of wealth in the process of China's rapid economic development. When these rich people face suddenly accumulated wealth, they are eager to show off their wealth, but there is a lack of awareness for leather luxury brands, they think that the most expensive is the goods with the best quality, so they spend big bucks to buy the most expensive leather luxury goods, in order to prove their economic strength and social status. In addition, part of leather luxury consumption of this group is to gift to establish and consolidate their social relationships. In summary, the leather luxury consumer motivation of the highest level in the society mainly includes showing off, gifting, and social intercourse and pursuit of the symbol of status and social position.
2.3.2 The less highest level
Consumers of the less highest level of leather luxury goods consumption are the senior executives from government, enterprises and institutions, which is a group of motivated rich people. They like to avoid the crowds and pursue personalized service, they frequently visit leather luxury retail stores to buy the latest and most popular products, they generally do not consider the price. Scholars have found that, there is part of affluent consumers in China who are rational and mature in leather luxury consumption, they are gradually closer to mature concept of leather luxury consumption in western countries, which is reflected in that they pursue pleasure experience in leather luxury consumption more than symbolic value, they no longer blindly pursue vanity and showing off their status. Leather luxury consumers of the social hierarchy of have generally accepted a good education, they have more open vision and are receptive to Western culture, they have respect for the unique quality of life, they want to reflect their delicate life and a good and unique taste from leather luxury consumption. #p#分页标题#e#
In summary, the leather luxury consumer motivation of the less highest social class mainly comprises socializing, pursuit of symbol of status and high quality life.
2.3.1 White-collar workers
The main force of consumers in leather luxury consumption in the past tended to be wealthy. However, as people's living standards improve, a lot of white-collar workers with monthly income of $ 1,000 or so have begun to buy leather luxury goods, especially when leather luxury brands are at discount. Although many young people do not have strong purchasing power, they believe that buying leather luxury goods yearly can give themselves a little surprise, which is acceptable. Leather luxury products are characterized by high quality, high-level and other characteristics, which meet Chinese consumers’ demand for the pursuit of quality of life, while allowing them to obtain a social identity to meet and show off their sense of vanity. In summary, consumption motivation of the upper and middle classes in purchasing leather luxury goods consists mainly showing off, mass-following psychology, self-pleasure, they are potential customers and future backbone of leather luxury consumption in China.
Reference List
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Godey, B. et al. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
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Loohoo. (2015). Chinese people bought 640 billion global luxury goods last year.
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