What Does UNIQLO Occupy The Top Of The Scorn Chain?

"What can make people happy except material?"

This is the first question raised by the Japanese business writer three Pu exhibition in the preface of the Chinese version of the book "fourth consumption era".

Consumption has always been more than just a simple commercial act. It has always integrated the most complicated, hidden and profound human nature in this society.

According to the world clothing and shoe net, the three Pu exhibition was born in 1958, when the Japanese economy took off, and the 333 meter Tokyo tower was completed in that year. Subaru 360 went off the line in that year. The first barrel of the Japanese instant noodles was placed on the supermarket shelves in Tokyo that year.

Sixty years ago, everything seemed to be full of vitality.

In the three year of junior high school, the oil crisis broke out, and the three Pu exhibition was no longer growing.

The three Pu exhibition has experienced the whole process of soaring, climbing and adjusting the Japanese economy.

The editor in chief of marketing magazine, when considering the relationship between economy, consumption and people, divides the history of contemporary consumption change in Japan into four stages.

First, the consumer society (1912-1941), from the Russo Japanese War to the Second World War, the rise of the middle class in Tokyo and Osaka, and in the great era of "breaking away from Asia to Europe", the whole society in Japan started a wave of westernized consumption.

Culture.

Second consumer society (1945-1974) the end of World War II to the outbreak of the oil crisis, work and consumption became the two major identity of the Japanese after World War II.

At that time, the Japanese consumer group thought that the standard four families were the main ones. They pursued the concept of "consumption as virtue" and "the bigger the better" and followed the trend of consumption in the United States. Private housing and private cars were the most mainstream consumer goods at that time.

Third consumer society (1975-2004) the economic bubble has broken down, and the Japanese consumption concept has shifted to "personalization, diversification, differentiation and branding", showing a trend towards European trends. Single people are the main consumers of this period, and the characteristics of over consumption are obvious, for example, every room in the family has a TV and an air conditioner.

Fourth consumer society (2005-2034) the global economic crisis and the great earthquake broke out, the aging of society intensified and the unmarried family continued to expand. The mainstream consumption concept of the whole Japanese society was once again fission, turning to "simplicity, leisure, localization and Japanese Aesthetics".

A history of consumption is a history of mind.

The four stages of consumption evolution are not simply linear substitution, but overlap with each other in the same time and space. For example, in the fourth consumer society, there are also some people in Europe and the United States.

The worship, however, is no longer the mainstream of the society.

The pformation of these four stages is also a reflection of Japan's economic and social changes: from the post-war ruins to the world powers, the population has grown from rapid growth to negative growth, from traditional families to singles.

Today, Japan has entered the fourth consumer society, especially in this stage of consumption.

First of all, the focus of consumer's attention shifted from personal consciousness to social consciousness.

After World War II, the standard version of the "Japanese dream" of ordinary people is: live in a big house, drive a big car, buy a big phone, in short, live like an American.

However, under the stimulation of the oil crisis and environmental problems, the Japanese began to pay attention to the negative social effects brought by consumption, especially the reflection on excessive consumption.

Secondly, from privatization to communism.

Simple personal consumption is no longer popular. People are more eager to establish proper interpersonal connections in consumption.

This does not mean that people should abandon the values of property, private and individualism, but that many people still find that there are still many demands that can not be satisfied in the simple consumption of money, so that they can be applied to shared consumption that is related to interpersonal relationship.

After the earthquake in Northeast Japan in 2011, the change of consumption concept was particularly obvious. People need not only to get pleasure from consumption, but also to gain strength.

Finally, from advocating Europe and America, yearning for the metropolis, turning to Japanese consciousness and local consciousness.

At present, the Japanese have been freed from the shackles of "more upscale, more fashionable and more powerful".

Three Pu survey shows that more and more young people believe that even UNIQLO is completely OK, and the higher the income class is, the more favorable it is for UNIQLO.

In Japan, clothing brand is no longer a symbol of class division, and it is no longer the first window for the display of personality.

According to the three Pu exhibition, UNIQLO's success lies in its conversion of clothing from a material sale to a basic service, providing users with a basic design to eliminate redundant design and quality. It boldly abandons the function of clothing as an identification mark.

Another advantage of the awakening of local consciousness is that "most Japanese nationals are not frustrated by losing the throne of the second largest economic power.

Fortunately, at last, we can find a value shared by other people outside the economy.

The Culture Studies survey conducted in 2010 showed that the more concerned about environmental problems, the more Japanese behavior.

Referring to the changes in the four major consumer societies established by the three Pu exhibition, it can be found that Chinese society is also in this historical process. However, the mainstream consumption characteristics are still in the second stage of consumption - the pursuit of "faster, better and bigger province", and the third stage of consumption in the developed coastal areas. The brand has become the most important factor in purchasing commodities, and the popularity of "de brand", "hand making" and "organic" in the first tier cities shows that the sprouting of the fourth consumer society has emerged.

Following the flood of consumption in Japan, we can get a glimpse of the next trend of China's consumption.

China is far from "over consumption", especially in big cities.

Under the pressure of high housing prices, large consumption is suppressed.

Of course, if the future housing price income is higher than a certain degree, so that "how can we afford to buy it", the younger generation may turn to the moon completely.

From the national perspective, in 2016, the per capita disposable income of the whole country was about 24 thousand yuan, equivalent to two thousand yuan per month.

Apart from the necessary expenses for clothing, food and housing, how much of the two thousand yuan can be used for other consumption?

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The worship of brands in Europe, America and Japan will still exist for a long time.

In the two "selves" of consumers, "self consistent with others" will still occupy the consumer mind of most people. That is to say, "catching up with fashion and people with me" is still the most mainstream consumer psychology, while another "ego different from others" will be deeply hidden.

This is related to the general herd character of the Chinese people (as to why it will follow the crowd, to follow the crowd is not natural timidity, more is the best choice under the external environment), and at the same time, it is also related to the lack of high quality local brands like Japan.

Shopping is still one of the most convenient ways for Chinese people to feel happiness.

It is different from the three claimed by the Pu exhibition that the Japanese have lost the pleasure of shopping and fallen into the quagmire of differentiated consumption.

Differentiated consumption is not as good as it looks. It often makes businesses and consumers miserable. Businesses are racking their brains to bring forth the new, and it is difficult for consumers to find out exactly what they want and what is really suitable for themselves. The result of the fatigue on both sides is business. China's reform and opening up has lasted for more than thirty years, and most people have just become prosperous. The pleasure brought by shopping is just the beginning of the climax.

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