Abstract: According to related reports, China is the third largest consumer of luxury goods such as high fashion and accessories in the world. At present, the annual sales of luxury goods market in China is more than 2 billion US dollars, accounting for about 3% of the global 65 billion luxury goods consumption. Compared with the mature consumption habits abroad, China people seem to be better at showing off. Therefore, it is necessary to make a comprehensive and detailed analysis of luxury consumption in China. This paper starts with the origin of luxury goods, points out their symbolic significance by category, and then gives the marketing methods that each luxury goods category should adopt.

Keywords: symbolic meaning of luxury marketing

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