邓小平曾宣称，致富是光荣的。但近来在中国，迅速致富更光荣。
中国现在已有1900位十亿富豪（以人民币计），比2009年多出三分之一，明显高于2008年的24个。此外千万富翁为87.5万人。因此，随着越来越多的中国人的收入超过支出，了解一下他们想要什么会很有用。
上海胡润百富(Hurun report)公布了对401位中国百万富翁(以美元计)的调查结果。
中国亿万富翁每年的平均支出为250万元人民币(合38万美元)，他们青睐于少数高端奢侈品牌，根据胡润报告，这些品牌依次是：路易威登(LV)、爱马仕(Hermes)、香奈儿(Chanel)、卡地亚(Cartier)、古奇(Gucci)。根据该调查（这是胡润连续第七年发布该报告），有两个新上榜品牌得到了中国富人的认可：普达拉(Prada)和宾利(Bentley)。
正如人们预期的那样，受到中国精英人群欢迎的多数奢侈品牌都是外国品牌。路易威登（最受青睐的奢华品牌）、乔治•阿玛尼（Giorgio Armani，最受青睐的时装品牌）、Azimut（最受青睐的游艇品牌）、庞巴迪（Bombardier，最受青睐的私人飞机品牌）和路易十三（Louis XIII，最受青睐的豪华洋酒品牌）。至于汽车，中国亿万富翁选择的是劳斯莱斯幻影(Rolls-Royce Phantom，最受青睐的豪华商务汽车品牌)和宾利欧陆飞驰(Continental Flying Spur，最受青睐的豪华自驾汽车品牌)。
有趣的是，有几个中国品牌上榜。有着600年历史的白酒品牌水井坊夺得最受青睐的高档白酒品牌桂冠。帝亚吉欧(Diageo)已提出以10亿美元收购该公司。招商银行(China Merchants Bank)夺得最受青睐的信用卡发卡行称号。最受青睐的网站是新浪(Sina)，最受青睐的财经报纸是《第一财经日报》(China Business News)。
在调查中，拥有千万人民币资产的受访者平均年龄为39岁，亿万资产受访者平均年龄为43岁。
随着中国富有人群成倍增长，注意那些专为他们开发的新产品吧，还有更多仿效这些奢侈品牌、以致富心切的中国民众为目标的山寨产品。
译者/梁艳裳
http://www.ftchinese.com/story/001036528
Deng Xiaoping once proclaimed that to get rich is glorious, but it seems that in China these days to get rich fast is even better.
The country now boasts 1,900 renminbi billionaires – a third more than in 2009, and a stark jump from 24 in 2008 – and 875,000 renminbi millionaires. And so, with increasing numbers of Chinese making more money than they can spend, it’s useful to know: what do they want.
Shanghai-based Hurun report has published the findings of a survey of 401 Chinese dollar millionaires.
The average Chinese millionaire spends Rmb2.5m (US$380,000) in a year and favours a handful of top luxury brands which Hurun ranked in order: Louis Vuitton, Hermes, Chanel, Cartier, Gucci. According to the survey – which is in its seventh year – two new brands made the cut for China’s wealthy: Prada and Bentley.
As would be expected, most of the luxury brands popular with China’s elite were foreign. Louis Vuitton, top overall and best for jewellery, was followed by Giorgio Armani (best fashion) , Azimut (best yacht), Bombardier (best private jet) and Louis XIII (best wine). For cars, billionaires choose the Rolls-Royce Phantom (best luxury car), and the Bentley Continental Flying Spur (best luxury self-drive).
Interestingly, a few Chinese brands feature make it on to the list. Shui Jing Fang – a 600- year-old white liquor brand which Diageo has offered to buy for $1bn – got the crown for best high-end alcoholic drink. China Merchants Bank is credited as the best credit card issuing bank. The top website is Sina, and the best newspaper, China Business News.
In the survey, the average age of respondents with Rmb10m was 39 years old, and those with Rmb1bn was 43 years old.
As the ranks of China’s wealthy multiply watch out for new products developed specifically for them – and more knock-off shanzhai products like these to appeal to the aspiring masses.
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