奢侈品在中國 未來走向何方——中國本土奢侈品品牌正面臨挑戰(zhàn)

Luxury brands are losing their exclusivity As more and more young Chinese people can afford global luxury goods, today's luxury goods are becoming t omo r r o w ' s n e c e s s i t i e s . A n i n c r e a s i n g n umb e r o f Chinese people, including white-collar workers and other middle-class groups, are buying luxury goods to reward themselves. As a result, many traditional luxury brands are changing their business strategies to lure them, eschewing exclusivity and welcoming the new source of income.

奢侈品牌正慢慢失去他們的獨特性 越來越多的中國年輕一代開始購買世界級奢侈品，今天的奢侈品對于明天來說只是一種必需品。伴隨著白領和中產階級的不斷擴大，他們會經常買奢侈品來獎勵自己。因此，許多傳統(tǒng)奢侈 品品牌正在改變他們的經營策略，以吸引他們，避免排外和文化差異，并歡迎新的消費群體。

Everybody wants luxury, but not at any price The popular Internet shopping forum Taobao, the legitimate traders list their wares. A great number of these online stores are based in Beijing, run from residents' homes. These traders draw on contacts abroad to supply goods that substantially undercut the official outlet price. In fact, the prices are so reasonable that many of those walking down the street are likely to have purchased from these sources.

人人都愛奢侈品，但卻不是接受很多合法的商家列出了他們可以供應的貨源在著名的網站購物平臺淘寶網上，這些大量的網上商店的總部設在北京，很多都 是在居民的家中。這些商家可以直接從海外拿到很多奢侈品，大大低于官方的出口價格。這樣，更多的人愿意接受這樣合理的價 格會選擇從這個渠道購買商品。

Luxury goods can't buy happiness Some white-collar's desire to show off one's taste for elegance locks middle-class Chinese into a competitive struggle to sport the latest and best Italian clothes, designer handbags. But the scramble for luxury products doesn't seem to have made Chinese any happier. Indeed, in the most recent University of Michigan World Values Survey, China ranked 46th in the world with respect to the happiness of its citizens.

奢侈品會帶來幸福么很多都市白領渴望通過精美的意大利襯衣、名牌手袋等來展示自己與眾不同的品味。但是對這些奢侈品的爭搶似乎沒有使這 些人們更加快樂。事實上，密歇根大學在世界價值觀調查中發(fā) 現，中國公民就其幸福感而言的在世界上排名才46位。

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