Luxury Consumption Is Younger And Consumers Are Not Mature Enough.

"The end of poverty means the beginning of fashion."

The French luxury brand Chanel founder, coco? Chanel, said.

With the growth of income, Chinese people are no longer strangers to luxury goods.

In March 16, 2012, Microsoft Corp's MSN white collar luxury shopping Research Report showed that over 90% of the "white-collar workers" bought luxury goods, of which 16% had more than 10 luxury items.

Xiao Wang earned 4000 yuan a month, and he spent 3 months in order to buy a 8000 yuan handbag.

Mr. Zhang, a civil servant, went abroad to buy all kinds of bags.

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"I don't want to do that either. There are too many people to carry my name tag.

I really don't know where the 30 thousand yuan coat is, but some of my friends or relatives are willing to buy it like a treasure.

Mike, a Swiss businessman, was amazed at the fact that "the Chinese are really rich! Thousands of European Dollars (tens of thousands of RMB) are bought for more than a dozen!"

In Paris, France, some famous department stores have become the "necessary places" for Chinese tourists. Valuable jewellery and watches are often bought in a few minutes.

People often have to queue for half an hour before they can enter.

Yang Qingshan, Secretary General of China Brand Strategy Association, said that the growth of luxury consumption in a country is usually about two times that of its GDP growth.

What are the psychological reasons for the craziness of luxury goods? The life times reporter interviewed Ma Jianwen, an associate professor of Institute of Psychology.CAS and Li Xinying, a national two level psychological consultant, and a technical director of Shantou AI family counseling center.

Three categories of people consume luxury goods.

Yuezheng, an analyst with PWC accounting firm, said that the luxury consumption of Chinese people is mainly concentrated on personal necessities such as clothing, perfume, watches and so on. There are mainly three types of consumers.

Rich consumers pursue high-end quality of life and favor the latest and most popular products.

Commodities are of value and use value, and rich consumers generally believe that luxury goods are exactly "priced" with their souls.

Most of them are middle and high income groups. They pursue quality of life and accept luxury goods within a certain price range.

Satisfied consumers like to maintain positive life and work emotions by buying luxury goods.

Luxury goods are gifts for themselves.

Overdraft consumers are willing to spend all their savings in the long run of luxury goods. They belong to conspicuous consumption groups.

Such people buy luxury goods in order to show their purchasing power.

In the eyes of overdraft consumers, luxury is not only a commodity but also a symbol of social roles.

Overdraft consumption is irrational.

In fact, the rich and satisfied consumers also have overdraft consumers' ostentatious consumption psychology.

And overdraft consumers, there is also a lack of simple pursuit of product quality of the consumer mentality.

Generally speaking, half of our luxury consumers do not form rational and mature consumption psychology.

According to the survey, "unusual feelings", "identity symbols" and "used to be gifts" are three reasons why consumers crazily buy luxury goods.

Nearly 50% of respondents said they value the special significance of luxury goods, which embody identity and face.

There are several reasons behind these consumer behaviors:

First of all, it is related to the background of the times.

Although China's economic development level is higher and higher, the spiritual world of Chinese people is becoming more and more empty.

Some people become more eager for quick success and instant benefit because they are afraid of being compared with others.

This objectively stimulates the demand for luxury goods by the Chinese, and seems to have luxury goods to show the ability and value of the individual.

Secondly, there is no lack of "conformity psychology".

As the saying goes, "birds of a feather flock together", when people around are using luxury goods, some people join in the camp of luxury goods to make themselves not "heterogeneous" or excluded.

Some people who lack sense of security and self confidence tend to pursue luxury products in the process of conformity and attract more attention from others.

Once again, the dominant mentality is made.

For some people, only the expensive luxury can reveal their "superior" authority.

This is related to the importance of the concept of hierarchy by the Chinese people, and the recognition of the wealth of society as a sign of success.

Luxury goods in China

The phenomenon is related to young people's desire to borrow luxury goods to prove their success.

No luxury accessories.

The immature mentality of consumption will aggravate people's psychology of material worship and expand their consumption desire.

This is also the embodiment of inner reason and lack of confidence.

In fact, it is possible to moderate consumption from the following points:

First, measure in and out, choose the right way of consumption.

Two, avoid blind obedience and rational consumption.

Showing off wealth does not win dignity. A person's way of consumption should match his spending power. He can not afford to pay for vanity or comparisons. This will make people very tired.

When buying goods, we should give more consideration to the value of goods and rational shopping.

Three, search for inner happiness.

The use of luxury goods may bring happiness, but this feeling is pient and unreliable, especially for those who want to exchange for others to treat others differently.

Efforts should be made to improve their inner qualities, improve their aesthetic standards and cultivate them.

It will not become a luxury accessory.