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doi:10.19677/j.issn.1004-7964.2021.06.014

Leather Science and Engineering ›› 2021, Vol. 31 ›› Issue (6): 76-80.doi: 10.19677/j.issn.1004-7964.2021.06.014

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Discussion on the Future Development Strategies of Leather Luxury Goods based on Chinese "Millennial" Consumer Group

DING Wanjing¹, WAN Ruyu¹, XU Mengjia¹, HUANG Jinyue¹, MENG Zijin¹, ZHENG Feiyun¹, YAO Yunhe^1,2,3,*

1. College of Biomass Science and Engineering, Sichuan University,Chengdu610065,China;
2. Key Laboratory of Leather Chemistry and Engineering of Ministry of Education, Sichuan University,Chengdu610065,China;
3. National Engineering Research Center of Clean Technology in Leather Industry, Sichuan University ,Chengdu 610065,China

Received:2021-04-02 Published:2021-12-28 Online:2021-11-25

Abstract

Abstract: In recent years, China's luxury consumption growth has led the world. The consumption of leather luxury goods in China will continue with the growth of millennials. Combing the growing background of Chinese millennials with the future development situation of our country, this paper investigates the consumption characteristics and product demand of millennials in leather luxury goods, summarizes the current marketing means and product design status of luxury brands, and puts forward to make use of demographic dividend and geographical advantages, to vigorously develop the local market with the help of consumption return trend, and to integrate online and offline contacts with digital marketing as the core. To provide more resonant value of design services and local cultural identity and other development suggestions.

Key words: leather luxury goods, millennials, consumption, market, design

CLC Number:

TS56

DING Wanjing, WAN Ruyu, XU Mengjia, HUANG Jinyue, MENG Zijin, ZHENG Feiyun, YAO Yunhe. Discussion on the Future Development Strategies of Leather Luxury Goods based on Chinese "Millennial" Consumer Group[J]. Leather Science and Engineering, 2021, 31(6): 76-80.

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Discussion on the Future Development Strategies of Leather Luxury Goods based on Chinese "Millennial" Consumer Group

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