While wealthy people buy private jets, yachts, and Louis Vuitton bags, ordinary white-collar folk also enjoy the sweet atmosphere of a Coco perfume. Luxury brands have invaded the pages of fashion magazines, movies, Internet, window displays and have gradually penetrated into Chinese life. There has been a steady rise in China’s luxury consumer market. Luxury goods have proven to sell well in Asia. In Asian culture, I believe, the merchant’s social status is somewhat low, Asian people respect wisdom, power, influence and confidence of character. But in contemporary society, the merchant’s status is becoming more accepted, and luxury is becoming the symbol of status and a successful businessman. These are cultural interpretations.
There is a fundamental need to acquire social identity. The consumer hopes that through luxury one can establish an ideal social relationship or become a status symbol, and even in some cases one can improve their social status. Chinese culture has a buying public who pays close attention to the social aspects of society and the evaluation and opinions of others. This mindset has largely driven luxury consumption. If luxury wins “face”, Chinese will buy it. Chinese people like to go with the flow, there is a need for a sense of security, a need to know one belongs to a group. If a package is a symbol of belonging then there is a buyer who will buy it. Such truths have largely driven the consumption of luxury goods in China.