It’s due to the strengthening of public pressure and anti-corruption that expensive watches become the fuse of the downfall of officials. As a result, the market of high-end menswear and watches is declining.
Burberry’s sales growth rate in Asia, especially China in the 1st quarter fell to 16% from 60% in the same period last year. Swiss watch’s export to China had remarkably slowed down in 2012. It’s more and more difficult to earn money from the rich. Well, who holds the biggest market? It’s really a surprise to find that the answer is Diaosi.
Programmers and media players possess the highest level of recognition on Diaosi-identity. Less that 10% of civil servants identify themselves as Diaosi.
The generation after 80s owns the strongest sense of Diaosi-identity, up to 81.2%.
When you come across a man in the age of 20 to 30-year-old with no car and no house, doing things in the field of media and programs, you can directly realize that he is a so-called Diaosi. Males with monthly income between 6,001 and 8,000 yuan and females between 3,001 and 6,000 yuan have the highest level of recognition on Diaosi-identity. Actually, the income of many of these people is much higher than social average income standard.
When it comes to the consumption view, the demands on quality and fashion is the highest, while less than 10% of these people focus on the necessities. That is to say, although they have the sense of Diaosi-identity, their requirements on the quality of life is increasingly high.
In the meantime, Diaosi group like to stay at home and are fond of playing computer games. Thus, social activities are their biggest imbalance and meanwhile their greatest desire.
Survey has showed that only one third of Diaosi group have boyfriends or girlfriends. However, the majority of Diaosi are in the age of 20 to 30-year-old. So, social contact is the greatest desire of Diaosi.
Epilogue: Those people agreeing with Diaosi cluture have generally formed a special consumer group with high consumption ability and rational consumption view. Concepts of high quality, reasonable price and originality that cater for Diaosi may become the mainstream of consumption in the future.