Analisi del fenomeno del nuovo lusso accessibile nel mercato cinese

Now the market has gradually emerged new affordable luxury to replace traditional luxury cases, so it has reason to expect that the prospect of the new affordable luxury tomorrow will be better. Nowadays, many department stores, fashion squares and pedestrian streets have some new civilian luxury brands. The shadow of new civilian sumptuosity has spread all over the world, and this trend becomes increasingly obvious. The most important impacts of affordable luxury goods is the influence of diversification of consumption patterns, consumption habits as well as consumption choices of people. This consumption choices is urgently needed by people and is in the trend of world fashion. In the market of Chinese Mainland, the demands of civilian luxury goods increase rapidly. All foreign makers of new civilian sumptuosity compete the market of Chinese Mainland and try to capture the Chinese market at their most hard. Due to the emerging of middle classes in China which is the major consumption of the luxury market, it has huge market potential in new civilian sumptuosity market. The paper tries to analyze the Chinese new affordable luxury market.