Why Luxury Goods Fade Away?

In the commercial blue book issued by the Chinese Academy of Social Sciences and other units, these figures are listed, which strongly stimulate people's nerves: as of December 2009, the total consumption of luxury goods in China has increased to 9 billion 400 million US dollars, with a global share of 27.5%, the first time to surpass the US, second only to Japan, and become the second largest consumer of luxury goods in the world.

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How has China become a big consumer of luxury goods? What drives the rapid growth of luxury consumption in China? What kind of social reality does Chinese fanaticism of luxury consumption reflect?

"Frugal" for luxury front desk also recite LV

Tang Jun, an ordinary employee of a foreign company in Beijing, bought a price tag of nearly $10000 last month.

Wang Luofei, who is 28 years old, has become a luxury item.

Hong Huang, editor in chief and publisher of "world city iLOOK", has boundless emotion. She has been to pnational corporations, and even the front girls are carrying the latest version of LV.

In some foreign companies, what clothes you wear, what makeup you wear and what cars you drive are symbols of identity and strength. A humble handbag may make your partner doubt your energy and vision.

As a result, joint logistics, front desk, assistant secretary, and other non business personnel, also "strict" requirements of their own.

Are these young people rich in the two generation?

Yin Yun Gong, director of the news Research Institute of the Chinese Academy of Social Sciences, said that a large proportion of their income was not high or even no income. They were only students or "gnawing old people". But they would take advantage of advanced consumption methods, such as credit card overdraft or loan, to satisfy their luxury consumption.

They will spend a few months to save money to buy expensive brand-name bags, and then carry the bag to squeeze the bus.

Some white-collar workers who have just started their jobs will spend thousands of yuan to buy brand-name cosmetics every month. It is very difficult to have their savings as savings.

Others will choose to buy some cheaper accessories, such as ties, wallets, belts, and so on, implying that they are also part of the top consumer class.

What is the difference between "poor money" and "luxury"?

The average level of luxury consumption in the world is about 4% of personal wealth, and some surveys show that some Chinese consumers, especially young people, have spent more than 40% of their wealth on luxury goods.

Chinese luxury consumers are 20 to 40 years old, while most of the luxury consumers in Europe and the United States are 40 to 70 years old.

Young people who are "poor" are keen to buy luxury goods. In fact, it is a sad thing: they can not live a complete "bad money" life. The excessive consumption that does not match their living conditions make them more financially strapped.

The British economist has commented that Chinese people now have a habit of approaching Japanese, often consuming products that they do not know or understand at all. They are based solely on the value judgments of others, and what they buy.

Nowadays, luxury is not only a successful accessory, but also a sign of success.

China net once pointed out that using luxury goods to display identity and recognition is the main purpose of luxury consumption.

In essence, it is a cultural inferiority to try to promote dignity with luxury consumption.

To get real respect, what we need to improve is connotation.

Yin Yun Gong said that nowadays, some of the material people are indeed rich, but mentally they are very "poor" because they only want to disguise their appearance with material and improve their lives; and real wealth should be more focused on the internal, such as doing charity to give back to society, which is more meaningful and valuable.

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Luxury consumption should be "

"The consumption concept of" not rich and extravagant "undoubtedly distorts the social value orientation and needs to be vigilant.

Yin Yun Gong said.

The luxury of identity may become a driving force for young people to urge them to work hard.

But do not want to work hard, just want to draw a shortcut, do nothing for others, but also make some people take the risk and pay the price.

Advanced consumption is bound to be heavily indebted, and the constant demand from parents will add to the burden of the whole family.

Yin Yun Gong recommends that luxury consumers should not "only use luxury goods, but luxury items are chosen" and become a real "burning money family". They must act according to their abilities, not because they can not enjoy luxury consumption like others, and "get rid of people's gaunt".