Luxury Consumption Should Change From Material Luxury To Spiritual Luxury

Bao Dongqi: "Zhao Benshan's 200 million yuan purchase of private aircraft" and "Zhang Chaoyang's purchase of China's largest private yacht", which attracted much attention earlier this year, all show that these new elites are setting a standard for success for us. At the same time, there are some events that attract more attention, such as the "Hangzhou Ferrari drag racing incident" and the "Porsche high-speed car crash incident", which deeply hurt the nerves and moral bottom line of the public. How should we treat these events?

Yuan Yue: Any group of people have their regular pursuit of life. There are good things and bad things. This is related to people, not consumption itself.

Bao Dongqi: I have to say that in mainland China, the consumption of the rich still follows the trend and the purpose is unclear. In addition, compared with developed countries, the atmosphere for rich people to participate in social charity has not yet formed. On the one hand, China is one of the three major luxury consumer markets in the world; On the other hand, the rich class's annual donations to charities are relatively limited. This huge contrast highlights that the flow of social wealth is difficult to bridge the gap between rich and poor. In your opinion, what is the main reason for this phenomenon?

Yuan Yue: Generally speaking, it is true. However, from the perspective of speed, the public welfare development of the rich in China is still very fast. Just taking the development of public welfare foundations as an example, the number of public welfare foundations established every year is soaring.

Xie Peilun: I am optimistic about this. It will take some time, and everything will change over time. The trend of rich people in China joining in social charity is emerging. Many rich people told me that the respect, love and happiness gained by doing charity can't be obtained in business. With the improvement of charity mechanism, I believe that the philanthropic gene of the rich in China will be shown.

"China's local luxury brands will continue to grow stronger with the rise of the country"

Bao Dongqi: Now, there is another question before everyone. That is, "Made in China" has brought rapid development to China in the past 20 years, but luxury goods are mostly European and American brands. In your opinion, when can China have its own luxury brands?

Yuan Yue: When the consumption scale of the rich in China grew steadily, some people began to pursue the provision of goods and services in this field. Now, a lot of exploration has begun in housing, golf clubs, private restaurants, private banks, etc.

Xie Peilun: "30 years of Hedong and 30 years of Hexi". With the rise of national brands, Chinese brands are bound to see the light of day. "Thousands of rivers have water and thousands of months, thousands of miles have no clouds and thousands of miles have sky". In another 30 years, China will emerge a number of unique, self-contained world brands.

Not long ago, Huang Tingjian, the pillar of calligraphy in the Song Dynasty, sold a high price of 436.8 million yuan, which shows that as long as we know how to revive and expand our Chinese culture, Chinese skills and Chinese spirit, we can start to own our own luxury! Remember, there was a time when China itself was the embodiment of luxury brands and boutique brands. For developing Chinese local brands, there are only six words of maxims: ideal, goal and persistence.

"Luxury consumption power" under the demand of flaunting wealth

By the end of last year, China's total luxury consumption had increased to 9.4 billion US dollars, making it the second largest luxury consumer in the world.

At the end of May, the Chinese Academy of Social Sciences and other units released a business blue book: China's business development report (2009-2010) was eye-catching - as of last year, China's total luxury consumption had increased to $9.4 billion, accounting for 27.5% of the world's total, and surpassed the United States for the first time, becoming the world's second largest consumer of luxury goods, after Japan, which ranked first. It is expected that in the next five years, China's luxury market will occupy the first place in the global luxury consumption.

In fact, China really luxury goods The road of consumption is only 20 years old. This 20 years of rapid expansion has forged a Chinese "luxury customer" with the world's second largest consumption in the future. In 2009, as we entered the post financial crisis era, in the face of the repeated shrinking of the old Western customers, the world's top big name retailers have timely seen the powerful market rescue power of "Chinese consumption"; In the first half of 2010, aiming at the Chinese market with strong demand, the world's top brands, like screaming sports cars, stepped on the accelerator to expand their business in China, and more luxury brands woke up.

The industry even said that China might win the championship in luxury consumption in 2012 without 2015. In the face of the booming luxury consumption feast, what we want to know is, can the Chinese really stand it?

"The upsurge of luxury consumption in China is a window that reflects many deformed realities in today's Chinese society," said Wang Ning, a sociology professor and doctoral advisor at Sun Yat sen University.

The upsurge of luxury consumption has been accompanied by disputes on luxury consumption. Those who like luxury goods would rather endure hunger and squeeze the bus to buy one LV Some people ridicule that they do not understand the spiritual connotation of luxury goods, but are consuming "LOGO", but they think that if there is no LOGO for luxury goods, it is still luxury goods?

What is luxury?

Lu Xiao, a professor in the School of Management of Fudan University and an expert in luxury goods, defines luxury goods with six characteristics, namely, absolute excellent quality, high price, scarcity and uniqueness, advanced beauty and multi-level emotion, long historical tradition and legendary brand stories, and non functionality.

Hong Huang, a cultural celebrity, believes that "luxury goods are any handicraft made with heart."

Shu Liumin, a psychological consultant, believes that luxury goods are "non practical, scarce and mainly used for aesthetic purposes".

Everyone has a different understanding of luxury goods. Even within the luxury industry, there is no unified answer. It is the ambiguity in the definition of luxury that makes luxury itself very controversial.

　　“ Gold jewelry Jade painting and calligraphy can also be used as a hedge investment. How much is the sports car and yacht worth when you put them on the market? You can go to the pawnshops abroad to see the famous watches that those who went bankrupt or lost in gambling had to pawn, and they sold very cheaply! " Mr. Chen, a 30-year-old Zhejiang businessman with rich wealth, expressed a strong "anti luxury" view in an interview, and said that he never bought his wife a famous brand bag.

"My wife's monthly pocket money is more than 20000 yuan, but she can't accept spending 10000 yuan to buy a bag. What's the need? Don't say that LV and CUCCI fake bags are everywhere. Even if real bags are put in front of us, we don't think they are beautiful from the aesthetic point of view!"

Mr. Zheng, a 40 year old Guangzhou businessman, was also upset when he saw luxury brands taking money from Chinese people's pockets. Because he has to spend money to send luxury bags to customers. "In order to protect the needs of customers, I am not at all interested in luxury goods. The cost of this package is five or six hundred yuan at most, and it is often not even leather, but the material of artificial leather." Mr. Zheng told reporters that he has been wandering in the business with difficulty step by step, and his belief in life since childhood is "shame on luxury", so he opposed luxury consumption, I also dislike the so-called "boasting" of the brand: "what distinctive internal value and symbolic value, the social status or emotional value the brand conveys. It's all a trick on little girls. The popular Mengtejiao and Pierre Cardin when we were young have disappeared."

Practicist businessmen, the first consideration is "how much is the cost of luxury goods, and whether it is worth the money to buy". This is totally different from the starting point of luxury fans' consideration of things.

The book of Wolfgang Ratzler Luxury Brings Prosperity points out that luxury manufacturers will also try their best to maintain low costs and avoid waste, but the problem about costs is generally the second. "Famous brands want to achieve excellence and perfection in this product, while ordinary goods are considered to use within the specified cost range?" Even sunglasses, which are not used by famous brands, Ms. Yu explained to reporters the difference between luxury and ordinary products and why she followed luxury brands.