Chinese Internet Celebrities Drive Surge in Rolls-Royce Sales
In China, the ease of making money has led to a surge in purchases of luxury goods, particularly high-end cars like Rolls-Royce. According to Kuai Technology, the global sales of Rolls-Royce are expected to reach 6,032 vehicles in 2023, a significant increase from 3,756 vehicles in previous years. Chinese netizens have played a major role in driving these impressive sales numbers.
Prominent Chinese Internet celebrities, including Crazy Young Brother Yang, Simba, Erlu, Wang Hongquanxing, and Piyou, boast millions of fans and are proud owners of Rolls-Royce vehicles. Simba, for example, has purchased a whopping six Rolls-Royce Phantoms, each priced in the tens of millions. His extravagance has sparked envy among netizens.
The staggering income of these Internet celebrities, as reported by the Guangdong E-commerce Summit Forum, sheds light on their purchasing power. Crazy Young Brother Yang, Simba, and Li Jiaqi have net incomes exceeding 3.2 billion yuan, 3 billion yuan, and 2.2 billion yuan, respectively.
Experts attribute this trend to the ease with which Internet celebrities make money, coupled with the high social status and economic strength reflected by the ownership of luxury cars like Rolls-Royce. However, not everyone is on board with this trend. Wang Sicong, a real netizen, has openly declared that he will not purchase Rolls-Royce cars due to his perception of the brand as “low”.
This sentiment is not isolated, as the brand has faced backlash in the past. A few years ago, Rolls-Royce China’s collaboration with Internet celebrity couple Wan Wan and Lin Han for a promotional video received significant negative feedback. Wang Sicong echoed the negative sentiment, further driving the notion that the brand’s reputation may not align with the desired image of certain individuals.
Interestingly, Wang Jianlin, chairman of Wanda Group, expressed his intention for all vice presidents and above to switch to Hongqi cars, distancing himself from Rolls-Royce altogether.
The trend of Chinese Internet celebrities rushing to buy Rolls-Royce vehicles paints a complex picture of luxury consumption and social status in China. As the sales continue to rise, the impact and implications of this trend remain to be seen.
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