Luxury Is Not Just Vanity.

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"The rich in the mainland are right.

A report from the Chinese Academy of Social Sciences earlier this year showed that luxury goods in China last year

Expert investigation files

Chinese enthusiasm for luxury goods is making China the "savior" of the global luxury market.

When the global luxury market was in a slump, the Chinese market went against the trend and maintained a strong growth.

We find that when Chinese rich people crave luxury goods, ordinary white-collar workers are also important groups in luxury consumption.

Why are these two groups so keen on consuming luxury goods? What are they getting behind those seemingly irrational behaviors?

A the rich get luxuries.

Hurun 2010 wealth report shows that China has 975 thousand millionaires, an increase of 6.1% over the same period. In the eyes of luxury agents, this figure means purchasing power.

With the economic growth, the pockets of Chinese rich people are becoming more and more popular. Consumption of luxury goods has become an essential part.

According to Ma Li analysis, the luxury consumption of the high income group is mostly symbolic consumption.

Consuming luxury goods can satisfy their sense of belonging.

If he is in a social circle, everyone uses luxuries, and everybody talks about luxuries. Unless he is strong enough to be looked down upon by others, most of them are very hard to avoid using luxury goods. Even though they may not feel that they need it, or they may not agree with the expensive luxury goods, they will have to use it, because he will fear or worry that he is isolated and despised.

Many people, armed with luxury goods to fit in with a group, whether they really accept him or not, at least psychologically, he will think that he is already a member of this group, and even deceive himself that outsiders will think he is a member of this group, so as to reduce their anxiety of lack of belonging.

Among the wealthy who are keen on consuming luxury goods, there is another kind of psychology, that is, lack of self-confidence.

Su Hong analysis said that some of these people started from scratch, and through their own efforts and hard work, they finally got their wealth. Although their wealth is arrogant, they hide some memories of their past experiences.

For example, psychological discrimination such as discrimination or insult when they are poor, these events will cause them to feel disgusted with poverty in their hearts, or even fear. Some people will still have some deviant ideas that they will not despise themselves only when they use luxury goods from inside to outside.

People with this mentality tend to be in a state of high self-esteem and low self-confidence. They want to be respected by others but have no confidence, so they can enhance their self-confidence through luxury consumption. Meanwhile, their luxury consumption behavior also has a show mentality.

The consumption of these people is called "conspicuous consumption" by economists, that is, the way of consumption adopted by the parties in order to gain and maintain honor and honor, so as to prove their wealth or power.

B white collar buying luxury is longing for a better life.

In the army of luxury consumption, there is another important group: white-collar workers who enter and leave office buildings.

The level of consumption of luxury goods is quite different from their income and daily consumption level. Many of them need to spend a lot of money to buy a luxury.

In order to save money, many people will ask friends abroad to purchase or search for overseas buyers online.

For this group, two experts gave several analyses.

Luxury is an effective way to attract other people's attention.

The luxury media ads that have filled the media with a high degree of recognition for the LOGO have also created an idea in people's minds that having luxury goods is a great face.

People who own and use luxury goods will be envied and respected.

This kind of scene is not unusual for us. When a few female colleagues or friends gather together, who carries an expensive brand name bag, others will report the envious look, some people will also specially touch and use it, which will give the owner great satisfaction.

And some men will also send luxury goods to their favorite girls. The purpose is to express their sincerity by satisfying the girl's vanity, and at the same time, let the other party pay close attention to themselves.

There is a saying in clothing psychology that you want to be what you wear first.

If you want to be an executive, you imitate the executive's clothes first and imitate the luxury goods that executives use.

If you want to be rich, you need to use the luxuries that the rich use. "

Ma Li pointed out that many people yearn for a more quality life, but in their view, the so-called quality life is largely brought by those luxuries.

Their desire to live in this life is to become a high income group in society.

However, few people can get rich overnight. In order to reduce the psychological pressure that they can not become rich at the moment, some people begin to imitate the life of the rich and buy some luxuries with relatively small size and relatively low price to satisfy some inner desires, or simply deceive themselves with fake luxury goods to satisfy their vanity.

Of course, high self-esteem, low self-confidence, and the use of luxury goods is not to let others despise themselves, such a mentality also exists in white-collar workers.

Experts caution caution in falling into businesses' Psychological Traps

Many luxury goods will be handmade, refined, limited and other attractive selling points.

Those beautifully advertised films can always evoke luxury shoppers' shopping desires, even though the last time they overbought their names in the credit card had not yet been paid off, even if they knew that their addiction to luxury goods was a bit irrational.

In this regard, Su Hong reminded that do not go to the psychological trap set by the luxury brands on the price.

An entry-level LV package, often at five thousand or six thousand high prices, is actually canvas material. From the point of view of value for money, it is not worth the price anyway.

Su Hong analysis said, to those luxury stores to observe carefully, you will find that those astronomical prices around the goods will always be placed a lot of specifications are small, simple material, rough work of goods, when you stay in a high priced commodity environment for a period of time, for those top priced goods, your psychology will next price anchor, and take this as a standard to compare other products.

At this point, you will find that the relatively low price of luxury goods will be pleasing to the eye, and the desire to buy is also promoted.

Businessmen use people's psychology to let you unconsciously buy goods that will not be purchased in a rational state.

People who are addicted to luxury goods are not addicted to luxuries, but are empty of inner value.

This sense of emptiness is emptiness, filling up with dissatisfaction, and filling it with the act of buying luxuries.

But luxury can not change you. Real confidence comes from the heart, not the external material.

Next time, when shopping for luxury is revived, it is best to stop for a few minutes and ask yourself a few questions: is this commodity necessary for me? What can this commodity bring to me? If not, how would I evaluate myself? What would others say about me?