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Xiamen: Consumer attitudes

The ages of luxury consumer groups in Xiamen are more evenly distributed than other cities, and they also have a relatively rational attitude towards luxury goods when compared to other second or third tier cities. The motivation for purchasing luxury goods in the city has changed from the ‘show off one’s wealth’ to a ‘self-reward’ approach. Nowadays, consumers put more emphasis on self-gratification.

At a luxury exhibition, a female visitor is quoted as saying, “Because all aspects of luxury goods have reached an extreme, such as design and price that not everyone can possess. So it has its own unique value and charm. Buying luxuries appropriately can be considered a kind of sublimation of life. Luxury is not something to show off in some ordinary people’s minds.” ….

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