How Can Chinese Luxury Products Consume Healthfully?

　　 Recently, a research report published by the Chinese Academy of social sciences has caused some heated debate.

The commercial Blue Book: China business development report (2009-2010) shows that as of last year, the total consumption of luxury goods in China has increased to $9 billion 400 million, with a global share of 27.5%, and the first time it has surpassed the United States to become the second largest luxury consumer in the world. Experts predict that China's luxury goods market will reach US $14 billion 600 million in 5 years and become the world's largest luxury trade and consumption center.

　　 Luxury goods The fact that such a huge market makes LV, CHANEL, GUCCI and other luxury brands intensify their own share in the Chinese market. Even Luis Weedon, who has always been famous for his high end, has set up a mahjong brand specially designed for the Chinese people in the main street of Paris Champs Elysees.

Consumption of luxury goods is not bad money.

The luxury of Chinese rich people is known all over the world, so that the world's top brands have shouted the slogan of "going to China".

A student who worked in CHANEL shop in England for a while told reporters that she had a deep understanding of the fashion consumption style of Chinese consumers. "Some wealthy people from China enter the shop without asking," which is the latest season of this season? "Is this color suitable for me? Instead, I ask myself," which is the most expensive? "

Ms. Chen Fei, a senior white-collar worker in the company, told the "China eleven" that she bought 15 thousand gifts for her son, husband and parents in London. Chen Fei said that when the British rush to buy luxury goods must be quick, because no one will hesitate. Chen Fei said, "once things are hesitant, they are bought by others. I went to BALLY to buy shoes, and the manager sighed with regret when he saw the Chinese come in. Because in one hour, he came out with 12 pairs of shoes from behind, and he sold them with a pair of pairs to make him feel like a hard worker.

It can be seen from the story told by Ms. Chen Fei that China Consumer So generous to pay for luxury goods has not been recognized by luxury sellers. In fact, this way of buying has skipped etiquette and elegance, just to show off and show off. This is itself a misreading of luxury goods.

Ma Huidi, director of the leisure culture research center of the Chinese Academy of Arts, believes that there is no lack of "upsurge" mentality in this conspicuous consumption trend. "Most people only have the corresponding economic strength, but the level of cognition of luxury goods is relatively plain. Luxury is a part of human creation. We should shape and change ourselves by appreciating its refinement and taste. For example, the brand of Hermes is low-key and some stars like it. But if my temperament and brand fit is not very appropriate, sometimes it is also a failure.

Luxury consumption needs to be strengthened.

In 1899, shortly after the publication of Thorsten Veblen's book leisure class theory, luxury brands such as Chanel, Tiffany, LV, Prada and GUCCI were born. In most countries and regions, the middle class is creating a new way of life and behavior, and the cultural innovation and market effect of luxury brands are playing an important role in modern society.

Compared with the "generosity" of luxury consumption, the Chinese rich are rather mean in charity. Statistics show that about 75% of donations donated by China Charity Federation are from abroad, and 15% are from the rich in China. A special survey of charitable organizations shows that there are not more than 10 donation records in tens of thousands of enterprises in the country, and 99% of enterprises have never participated in charitable donations. At present, private donations in the whole country are less than 1 billion yuan. The general public, the technical secondary school students and the retired elderly are the main sources of charitable donations. The rich people who have huge social wealth contribute almost nothing to charity.

People's satisfaction and happiness mainly come from the three sources of social relations, work and leisure, rather than from market consumption. In fact, in the home country where luxury goods are developing, we can see that billionaires such as Bill Gate and Buffett have begun to praise simple life and repay society with charity. In China, it should be the same.

Zhang Dunfu, a professor of sociology at Shanghai Univer, gave advice on changing China's luxury consumption in an interview with the media: from the sociological perspective of sustainable consumption, the state should encourage activities such as games, entertainment, gathering, reading and training among individuals and associations, rather than encouraging consumption and business activities, and encourage the sharing of information and resources between consumers or consumer cooperatives, rather than relying on consumers. market 。 Mass media should encourage discussion in literature, art, aesthetics, ethics and other fields instead of advertising information, encourage people to interact with people instead of letting people indulge in material desires. He believes that through these multi-channel initiatives, it is feasible to guide people to correctly understand consumption.