Chinese Luxury Consumption: Don'T Be "Extravagant" Or "Extravagant".

The book of historical records contains: Cao Xueqin has a fox's white fur and is worth a thousand dollars. In a dream of Red Mansions, the essence of four kinds of pistils described by the author of the dream of Red Mansions is the spirit of four solar terms, which is consumed by huge manpower and material resources.

After the reform and opening up, the rapid economic growth has aroused the Chinese people's luxury goods.

The global economic crisis erupted in 2008 did not make global luxury goods.

The Chinese drink high Lafite

The Chinese have achieved luxuries.

However, many luxuries are lifted up by us, such as Lafite.

Lafite is one of the best red wines in the world.

In Europe, those 20 years of advanced wine will only be opened at other occasions such as Royal gatherings.

Every tasting person feels the incomparable taste from his heart.

There were several Chinese owners who went to France to taste wine.

When the wine was strong, they began to fight for wine. When they were about to open eleventh bottles, the owner of the Chateau asked, "Sir, I suggest you not to drink."

I have been collecting wine for 20 years. I am very sad to see you drink like this.

Today, Lafite is in an awkward position.

"Gambler" in the phrase "give me a bottle of 1982 Lafite" completely red the brand.

In 2009, the two Lafite in 1982 was bought by the Chinese at 78 thousand yuan, exceeding the expected price 4 times, and the price of Lafite was gradually increased by the Chinese.

The Lafite sold in the Chinese market is more than the total annual output of French Lafite.

Lafite is only a show of identity.

The most accepted explanation of luxury is the "consumer goods that are unique, scarce and rare beyond the scope of people's survival and development needs".

Philosopher Aristotle once said, "the biggest difference between demand and desire is the biggest difference between luxury and luxury.

Demand is something that satisfies human survival, and desire is something that makes us feel superior.

These desires make Chinese people scramble for luxury goods. It is precisely these desires that make luxuries damaged in China.

The opposite of beauty is vulgarity.

The "Jocie Guo incident", which was all over the country, destroyed two brands: the Red Cross Society of China and Hermes.

Hermes Birkin starts at 50 thousand yuan, and the most expensive one is up to ten million. Even if you have more money, you must wait patiently for a few months before you arrive.

Ms. Chanel once said: the reverse of gorgeous is not poverty, but vulgarity.

In 2009, there was a hot gossip in the gossip news: Armani sent a public relations letter to a super girl, who stated that the singer's taste and temperament were not in line with Armani's brand quality, and hoped she would not wear Armani clothes in public.

Although Armani denied it later, the gossip was meaningful.

In China, LV has become a babysitter, BMW has become a "bad car", and the problem of brand management has been highlighted.

In the United States, Chanel (Chanel) Backpackers are often wealthy wives who marry and have children.

In art schools in China, many girls carry Chanel, and Jocie Guo carried Hermes and Martha Lahti.

The phenomenon of the luxury consumption of luxury goods is very serious.

There are two fundamental reasons for vulgarization and low age: one is that wealthy people in Chinese society are rich and afraid of others.

Luxury goods have become the best symbol of their conspicuous consumption; the two is the separation of Chinese luxury consumers and consumers.

Luxury goods are mostly used for gift giving in China, and the risk of direct sending money is too high. Luxury has become the first choice for social blending and business rules.

"Extravagant" or "extravagant disgrace"

Since ancient times, there is a saying that "heroes do not ask questions".

Some people may not like to deeply study brand history and practical function when buying goods, but follow suit blindly.

This has also caused many foreign second-line brands to become popular in China in the name of luxury goods.

Under such a wrong view of consumption, cars are no longer a tool of status, but also a status symbol. Packages are no longer a daily necessities, but become a display tool for social strata.

Buyers spend months on wages, frugal to buy luxury goods.

They would rather eat pickles, squeeze buses, and buy "holy products" in their hearts.

As long as the LOGO with a brand name, they will try their best to have it, so they are really "extravagant".

The luxury brand flagship store in Champs Elysees street, France, has long queues on every long holiday in China. These 90% consumers who are not afraid of waiting for a long time are Chinese.

Such behavior makes foreigners puzzled.

These events are even treated as laughingstock by foreign media, while Chinese consumers are not ashamed of themselves. They are proud to be proud.

Our craziness of luxury goods has amazed the whole world, and consumers of luxury goods are becoming younger.

But things are scarce.

The Chinese have made the world's luxury goods, but the value of many luxury brands has depreciated day by day.