Why Do Americans Not Buy Luxury Goods?

Recently, a friend came over for a holiday. He was a manager at a luxury brand store in Beverly Hills. We talked about the "eleven" golden week. Luxury goods The topic of the shop also talked about my question: if the average Chinese earn 5 thousand yuan a month, they want to buy a Chanel bag for more than 20000. But the average American, if the monthly salary is 5 thousand, wants to buy a Chanel bag, but it is only more than 3000. Since American luxury brands are so cheap, why don't ordinary Americans wear Chanel in their hands? Hermes At the foot LV Shoes on the street?

Friends first gave me a "clarification" fact: in fact, the sales of their stores last week fell more than that of the previous year, because the domestic "travel law" was issued, which stipulates that customers can not be shopping, and many American groups have no shopping schedule.

What's more funny is that last year when the eleven golden week coincided with the closure of the US government, many federal government managed tourist attractions were closed at the same time, so that many domestic groups could not complete the trip.

So the group members begged the tour leader to take them shopping. However, according to the tourism law, it was illegal for many tour guides to dare to do so if they changed their journeys or went shopping with their group friends. As a result, the funny scenes of "group Friends begging the tour guide to take them shopping" also led to a decline in their luxury stores turnover than last year.

OK, why don't Americans buy luxuries?

　 First, many things classified in China as "luxuries" are not luxuries in the US at all.

For example, CK's men's underwear, at the discount department store ROSS, sells 9 yuan, 9 gross dollars, three pieces, and sells 19 blocks and 9 three pieces in the CK store. If the Chinese and Americans are paid 3000 yuan a month, the difference is not the exchange rate, so they can not buy ten yuan or three underwear in the east gate of Shenzhen. So how can they become luxury goods? For example, skin care products, like Lancome, but only a few dozen dollars a bottle; like L'OREAL, even in small department stores in the street, small drugstores are sold, and more than ten bottles per bottle can not be considered luxuries.

Coach has its own stores, but their products are all made in China. They also own their own outlets. There are hundreds of pieces of bags sold in them. The Chinatown emigrants from China's Guangdong countryside have one hand, and they have become the grade of environmental protection bags. Why do they say "luxury goods"? Even Gucci, Italy produces almost the same price position as Coach, and they also have outlets, and there is no luxury at all.

Since buying a Gucci bag is not too far from buying a brand with no reputation, why should I spend more than two hundred or three hundred or three hundred or four hundred yuan to buy a thing that does not belong to luxury at all, and no one else will look at you differently? Maybe after buying it, people are still saying that you are a big head behind your back!

Second, "luxury" has special significance in the United States.

They represent certain objects that people use in a certain circle. If you are not in that circle, but you use those things, you will see others as heterogeneous.

For example, in a company, CEO, CFO and COO wear the Armani windbreaker. But one day, a salesperson in the sales department, a small white-collar salesperson, wore an Armani windbreaker and went to work. Her colleagues would not envy her that she had the luxury of buying this luxury. Instead, she would be puzzled: "was she promoted to a sales manager?

"You can't wear ah mani! Ah, it's a three grade to COO level! Is she having a foot with CEO?" under this assumption, it is possible for her to lose her job. Therefore, no one is willing to spend money to destroy the image and future of their own circle.

You are not the class, and no one will accept you as a person in that class. In addition, most Americans have been brainwashed from childhood. They think that the "rich" is a very bad, selfish, flaunt, hypocritical, and despise the general public. Even if they belong to the rich class, they all feel guilty and want to look like the poor.

Therefore, most rich people do not deliberately wear famous brands on their faces, making people laugh at themselves as "rich people" (that is, equivalent to "upstart"); besides, they are not the middle class of the rich.

Third, because luxury goods can not be envied in the United States, it will make people look down. Therefore, Americans do not need to rely on luxuries to satisfy their vanity.

Since many Chinese people regard luxury goods as luxuries, they are not luxuries in the US at all, and the use of luxuries does not mean that a person has entered a class that does not belong to him. Therefore, if a more expensive commodity has a cheaper substitute, Americans would rather buy a cheaper one than spend more money on a luxury brand. Using their words to spend money on brands is a bit like sucker.

In the end, Americans are not very rich. Compared with the rich Chinese who make up one percent of the population but have ninety percent of their wealth, the average American spends too much money and taxes too much.

University tuition fees, book fees, sports competitions, theatrical performances, elderly care, hairdressing, housing repairs, car repair, these places, the United States consumption is much more expensive than China. The average American has no reason to buy luxuries in order not to show off.

From the above analysis, we know that although the American Mercedes Benz BMW Land Rover Cayenne cars, the sale price is only 1/3 of China, and in the United States will not run all over the Mercedes Benz BMW; although the United States LV Chanel and other prices are 1/4 of China, the United States is not everyone carrying a LV bag.

The Chinese with a monthly salary of ten thousand will definitely buy a about two hundred thousand TOYOTA RAV4, but the monthly salary of ten thousand of Americans certainly will not buy a Lamborghini that only needs about two hundred thousand.