The "Luxury" Redefined By The Times

Yin Ning, who was studying in Losangeles USC, told us: "many Chinese students think that going to school with a big bag can bring some confidence and face to themselves, but I do not expect to be rejected in school."

American young men of the same age as Yin Ning told her that they were educated from childhood, that wealthy people were usually selfish, hypocritical, and looked down on the masses of the general public. Even those belonging to the rich class had feelings of guilt, so they did not seem to distinguish themselves from ordinary people, or simply donate their personal property to the enemy. Bill Gate was the model of the American style rich.

"The American consumption concept is very simple. Their saving level will not suit Chinese people. Those who buy famous brand for showing off will be regarded as" sucker ".

Bill Gate, Jobs, Zuckerberg,

The founders...

The Internet has achieved a new era, and has also created new examples in these times.

These internet giants have many similarities. They do not pursue external packaging. No matter what kind of occasions they are dressed, they are mostly computer bags and backpacks. In particular, Zuckerberg's "flip flops" have become the symbol of self confidence for successful people.

The new wealth class influences their new generation with their own behavior. "Know your family" are more willing to spend money in more meaningful places, such as charity and adventure.

Perhaps, after ten or even decades, look back to Chanel headed today.

Tide is not only a brand's self subversion for a hundred years' no price reduction, but also for the whole.

Subversion of industry game rules.

From the moment of announcing the price reduction, a brand new system is being reorganized and established.

The concept of "luxury" is being redefined by this era.

Finally, by borrowing a famous quote after World War I, miss Chanel, a luxury brand after the price cut, "when another world is coming to an end, another world will be born."

I live in that new world.

Today's extravagant wealth refers to the service and material that can bring pleasure to the spiritual level: driving private aircraft to see rare natural phenomena, naming stars, taking part in space travel, keeping young and longevity drugs.

The luxury that consumers once pursued is just a commodity with higher price. Just like today, the Chinese family bought cars in the 1980s. It was a wild tale at that time. Today's ordinary families are taking the car instead.