Most of them invest in a variety of entities and are prestigious business
leaders. They have considerably high fortune. In general, it is believed that
the wealth of such class of rich people is over 100 million RMB.
They have spent years to accumulate their wealth, and they have rich
experience and deep understandings of the Chinese society that makes most
of them modest and humbled. Therefore, the shopping behaviour of them is
mostly low‐profiled.
On the psychology aspect, this group of high‐end luxury consumers is not
showing off but has more mature understandings of luxury shopping.
Because of their strong buying powers, these people are always seeking
luxuries by their strong favour of the products. They pursue the high quality,
the unique design or the special features of the goods.
Although the luxury product is exclusive and contains rich culture, the
purpose of buying the product of this group of consumers is not show‐off.
Besides, for social and communication needs, these consumers must follow
the trend of the mainstream of the high‐end class. These business tycoons
and successful entrepreneurs spend a lot in luxuries covering most areas
including cars, watches, jewelleries, clothing and so on.