By Huang Jiahui

I went to England on business a while ago and a friend asked me to bring her aLVThe cross-body bag, at the end of the trip, finally rolled around and found the legendaryWestfieldThe mall is in the discount season, the major brands are crowded with familiar Chinese tourists, everyone three groups of two groups to buy cabbage like piling up to grab, wait until they grabbed almost shift position, the shelves of the bag is basically empty, I rushed to report the situation with my friends, my friends said, "the other brands, you always have to help me to buy a it!" Finally, I had no choice but to squeeze to the side of thePrada (brand)store and grabbed one for her as well.

Back when I asked the white-collar friend, spend two months of salary to buy such a bag is worth it, I bet she is definitely not in love with a luxury bag behind what cultural connotations, because I gave the photo to let her choose and then to pay with the time even the10Not even a minute.

My friend replied, "Everyone around me carries it."

surname Cong2008Since the beginning of the year, the national enthusiasm for luxury brands has only increased, and the prices of luxury goods in mainland China are higher than those in the European market at least40%Therefore, every discount season, the major foreign luxury brand shopping malls will usher in a large number of hordes of Chinese fortune tellers, and in recent years, in order to be able to better promote consumption, the major luxury stores have been hiring Chinese shopping guides. In today's global economic downturn, Chinese consumers who are not short of money have been buying up the world's luxury brands.47%of luxury goods, contributing to the shrinking luxury industry's11%The growth rate. What kind of consumption wave is this? Why are the Chinese so obsessed with luxury consumption? What are the reasons for Chinese people's passion for luxury consumption?

From a sociological point of view, luxury goods are often a symbol of rank and status, people are after all social animals, always have the concept of class. Feudal society began to dress on behalf of a unique identity and social status: for example, the emperor's dragon robe, the next person put on that is usurping the throne of the intention of rebellion, to be killed. This long-term clothes and hats to identify people led to the Chinese people have a unique idea: to wear the status on the body. Social development to the present, "only recognize the clothes do not recognize the person" concept although faded a lot, but still prevails in modern civilized society. Especially in the feudal society, the concept of "people are divided into three, six, nine classes", hereditary system, patriarchal system, out of the fear of the past days, most of the people take the wealth as the ultimate goal of their life, and the wealth has become the value orientation of the society, therefore, the "three, six, nine classes" of the people are divided by the amount of wealth, and the luxury goods at this time can be used as a way to divide them. and luxury goods can be used as a kind of symbol:There's money.

Since luxury jewelry can somehow directly represent the function of class recognition, buying luxury goods has a certain psychological comfort for those who doubt their own "status", or lack of self-confidence, such as some of the taste to be improved by the rich, hoping to give the outside world from the appearance of a simple and clear impression that they are Rich people, then have a hugeLVDoubleGDoubleC(used form a nominal expression)logoIt is indeed a great choice for them.

There are also some people who want to stay in their current "class circle", buying luxury goods is the most labor-saving way for them, like the friend in the previous article, living in a circle where luxury goods have become a common phenomenon, so she needs one or two pieces to keep up with them at all times, even if the thing is beyond her affordability, she can still buy it without hesitation! Buy buy buy.

For the modern society which is easy to "judge people by their appearance", luxury is indeed the most powerful embodiment of strength, for example, in daily life, you go to meet your customers, you drive a Santana, people drive a Rolls Royce, then people will more or less doubt whether your strength is equal to him. There is a paragraph how to say: brother open is not a Mercedes-Benz car, open is the price; sister collapsed is not aLVThe bag is the facade of a broad wife; brother is not drinking French wine, but Napoleon's bravado; sister is not wearing a dove's egg diamond ring, but the waist of the man behind!

Speaking of class, in mature societies, such as Europe and the United States, and other developed home, each class is basically stable, the average person to rest in their own life trajectory, the necessity of swollen face is not great. But our country's current era, the gap between rich and poor is too large, class mobility is large, we learn all day long what "tycoon" "rich" and other legendary stories, and look at what "small time" and other youthful brain-dead movie. "and other youthful brain-dead movie, we dream that one day they will get rich overnight and climb up to the peak of life, or by which rich and handsome tycoons aim at, a second to become a winner in life. Under this kind of internal drive, people will unconsciously pack themselves in a more decent way, at this time, the luxury goods become the ideal tool to realize this goal, people can pass the addiction of "high class" through this kind of self-feeling, or enjoy the attention of the eyes of others.

The purchase of luxury goods can be analyzed psychologically and associated with the psychology of comparison; from the psychology of comparison, we can associate it with vanity, and from vanity, we can associate it with self-esteem.
The essence of self-esteem is self-identity, which seems to be rooted in the experience of the meaning of one's existence, and which also stems from one's need to make connections with others.

Chinese people pay more attention to face, in other words, pay more attention to other people's view of themselves, can be regarded as self-esteem, and modern backwardness suffered from beatings of the experience so that the people of a certain degree of self-confidence, and therefore need some external things to gain the respect of others, so that they are more confident, the emergence of luxury goods, can let people get a sense of value and power, but also can compensate for the inferiority complex due to their own scarcity.

This aspect of foreign understanding of luxury is also different from Chinese people, first, most of the high-end luxury goods are produced in foreign countries, they have a full selection of goods, there are more choices tend to buy more luxury concepts and brand understanding, in addition, the foreigners are very confident do not need these luxuries to label to enhance their own, they are more focused on the life of the self individuality, freedom. Compared with our nationals at present, most of them are at the bottom of the demand level, and lack of support for spiritual pursuit, such as the middle class which has recently become the main force of luxury goods, and urgently need a spiritual support to release the great pressure in their lives, and let their subjective consciousness be liberated, and they are tired of working and buy the high quality and desirable items to treat themselves, of course, a large part of them buy luxury goods to appreciate the beauty and the pursuit of life quality. Of course, a large part of people buy luxury goods because they appreciate the beauty and pursue the quality of life.

The view of luxury consumption of the super-rich capitalist class in various countries is also very different. Chinese people often say that people rely on clothes and horses rely on saddles, so Chinese people or rich Chinese people are the most favorite people who own brand-name products symbolizing their status. In the eyes of rich people in other countries of the world, there is a certain difference in the view on whether it is a waste of money to buy luxury goods. The United States and Canada have41%The percentage of rich people in Dubai who believe that buying luxury goods is a waste of money is36%Spain is34%Italy is34%Switzerland is33%France is32%Singapore is21%The United Kingdom is23%The Hong Kong region is the lowest at16%The

Long-term blind comparison, show off the rich consumption of luxury goods, so that the society is in a state of imitation, follow the trend, and there is no stable positive values. In our life, there are always a lot of negative news about luxury goods, what urban white-collar workers for which brand of bag to save money for half a year, schoolmates to compare, and even more to satisfy the desire to go astray, sell their bodies to sell their kidneys, nude loans to aid sex and so on.

2012In 2007, the Hubei People's Court opened a trial for an unthinkable "kidney-selling case".17Through a black intermediary, Xiao Wang, a middle-school student, sold his kidney for money. The reason for selling his kidney for money was very simple: he wanted to buyiPhonerespond in singingipad 2The first is a kidney removal surgery through a black intermediary. Without the financial ability to buy it, he had his kidney removed through a black brokerage and exchanged his body's third-degree disability for a2.2Ten thousand dollars.

Some time ago, the Internet circulated a northern drift female model "burn bag door" video, online the girl hopes to use the beads of treasure to enhance their external temperament, but their own economic limitations, the desire for these brands led to her constantly evening rich boyfriends, through the accompanying sleep in exchange for millions of brand-name, but unfortunately the final discovery of the paper drunkenness to the end of the original dream of a dream, he received a variety of luxury "gifts" 90% are fake brand-name, the girl came to his senses, the fake goods will be torched as a warning to themselves. Received a variety of luxury "gifts" ninety percent are fake brand-name, the girl came to her senses, will be fake goods will be torched, as a warning to their own.

The aberrant consumerism under the prevalence of luxury goods not only distorts social values, but also creates a huge impact on the local high-end brands in China.

China is a big consumer of luxury goods, but it is very difficult to see China's own luxury brands, and when it comes to local luxury goods, several famous wines in the liquor industry can be regarded as uncrowned kings.2002In 2007, Moutai applied for "luxury status" from the International Selection Organization and became the first domestically produced "luxury" brand.LV", but it wasn't approved by the state business.

Due to the difference between Chinese and foreign cultures and the short time and lack of influence of Chinese luxury brands, the traditional Chinese culture of elegance cannot be integrated into the contemporary mainstream society. On the other hand, high income earners in China who lack cultural taste are overly attracted to Western luxury goods and do not recognize or buy local luxury brands, which leads many Chinese entrepreneurs to feel that investing in local brands is a huge risk, and therefore stop.