Hidden Logic Of Luxury China

"The prosperity and luxury of Paris, France, once belonged to the Japanese and Russians, and now they are beginning to belong to the increasingly prosperous Chinese."

In September 15th, a New York Times report wrote.

Everyone loves luxury goods.

The Chinese are no exception.

Therefore, KPMG and HSBC's research report both believe that

To support the world's first, there is no doubt that

In essence, luxury consumption is contrary to the tradition of diligence and frugality advocated by Chinese society.

In the closed history of China, diligence and frugality are the traditions and virtues of poor families.

Those expensive rooms with high temples can naturally lead to extravagance through power and special supply system.

After the implementation of the market economy, the impoverished Chinese people, pursuing the impulse of wealth, have gone beyond any period in history and any country in breadth and depth, and become a mainstream value of Chinese society, and become the internal driving force for the rapid growth of China's economy.

In the wealth myth and successful image created by Western business culture, luxury symbolizes wealth, status and consumption taste, and is a symbol of success.

With the help of China's open policy and globalization, fashion magazines and

It is against this background that luxury goods, with the sense of superiority of the old business civilization in the west, are invincible and invincible in the emerging consumer market in China.

The tradition of thrift and frugality was quickly abandoned by a generation who grew up in the commodity economic environment.

However, it is not bad for China to pursue luxury consumption based on its own ability and judgement of future prosperity.

This is also a component of the pluralistic value system of a pluralistic society.

Personal love for luxury goods is, above all, a personal right, and no longer enjoyed by expensive rooms.

Wang thanked the swallow before entering the common people's home.

In this process, a new equality and a new society.

Luxury is of great significance in the process of class identification.

Some famous European sociologists and historians believe that class is not formed in production, but formed in consumption and formed in daily life.

The modern luxury culture originated from the early stage of capitalism.

In the book "luxury and capitalism", Sombart, a German sociologist, described the emerging wealth class in the year, and broke the social pattern of hereditary society since the middle ages and became a process of the upper class society through the consumption of money and luxury goods.

"The taste is not only a reflection of class differences, but also as a tool to build and maintain this difference," says French sociologist bourdi. "Class identity is not fixed, but dynamic and interrelated.

As a result, cultural consumption has become a function of changing relations among classes.

The conclusion of Sombart and Brdi comes from the study of European history, but when we follow the guidance of Sombart and Brdi, we will find that although luxury goods in China lead to a lot of criticism, luxury consumption also symbolizes breaking the class pattern of the supremacy of politics. Money deconstructs the old class gap, and allows aristocratic consumption to go down to the altar, and people achieve equality in the consumption of luxury goods in the consumption field.

What follows is the realization of social equality in a certain sense.

There is no doubt that in the area of luxury domination, some feudal, patriarchal and pastoral old traditions in the past were completely destroyed.

A new relationship is growing.

Two

Sowing the Dragon seeds may be fleas.

When luxury comes to the world without obstruction, it is in the public.

In public events that arouse public attention, luxury goods are mostly on the scene and become a catalyst for detonating public sentiment.

Therefore, with the consumption of luxury goods, there are always negative evaluations such as corruption, wealth, small three, second wives and luxury.

On this point, luxuries are really worse than Dou E.

This is quite different from the luxury class packaged by modern commercial civilization and the myth of grade.

In the process of the formation of new social relations, luxury goods consumption has also produced a vicious fruit.

Scrutinize, this is closely related to the luxury consumption of Chinese society.

As mentioned before, modern western business culture has molded luxury consumption into a symbol of wealth, status and consumption and success.

Tag consumption is a straightforward social psychology of all social consumer luxuries, and is also a tool to maintain the wealth and consumption culture of luxury consumers and other classes.

In China, after materialism and success become mainstream social values, luxury is the most important label for identity and success.

This has also set an example for the malformed consumption of luxury goods. In the power and money paction, luxury goods have become a hot commodity; luxury goods have become the fashion of shaping the image of new winners in the commercial groups that are rich in resources and politics and business.

But China's new rich and upstart classes have no innovation in the consumption of luxury goods. They still follow the traditional road.

Wang Yuewen, a writer, said on micro-blog that the beautiful little girl who drives a famous car is not the daughter of the boss, or the third child of the boss.

Sombart pointed out that extravagant life is the result of illegal love.

Everywhere where wealth begins to grow and people's sexual demands are freely expressed, we can find that extravagant phenomena are very prominent; women's endless desire for matter, men's endless desire for women, wealth and freedom satisfy the realization of such desire, and thus become luxury.

This is also a background of luxury consumption in China.

In the history of China, businessmen have low status, make great contacts with dignitaries, maintain close ties with dignitaries, or put on political protection by spending money on fame and wealth, which is an important means to preserve wealth.

Gold and silver jewelry became the means to establish and maintain this relationship.

Although China has been implementing the market economy for nearly 20 years, China is still a resource intensive society.

Enterprises, including new enterprises generated by technological innovation and modern venture capital, still need to talk about the nose of policy and monopoly resources, let alone those traditional resource-based enterprises or enterprises that depend on monopoly resources.

To acquire certain intimacy or protect relations to ensure that

The alliance between dignitaries and new rich makes the traditional economic activities more monopolistic.

The new rich also pay more attention to the operation of the power relations network, not the upgrading of technology and industry and the improvement of management level. The driving force of economic development is gradually losing. People pay more attention to the redistribution of wealth rather than creation.

And some dignitaries do not conceal their pursuit of wealth and luxury consumption.

It is not only those who are in power who love luxury goods, but also the specific people around them become consumers of luxury goods.

We can be fully corroborated from all kinds of public corruption cases.

Luxury goods are constantly appearing in all kinds of tragic public incidents, and are constantly appearing in various public reports of investigating corrupt officials. They have repeatedly stimulated the public's senses and emotions. Luxury goods have unfortunately become scapegoats and become the outlet of public anger.

Three

Luxury has become a target of public criticism. The application of Freud's discovery is a kind of "Empathy", that is, people pfer the feelings of a certain affair and event to another kind of affairs.

What the public hate is not the luxury itself, nor the normal luxury consumption behavior, but the outrage of the story of the abnormal consumption behavior of luxury goods.

The consumption of luxury goods in China is abnormal. In addition to the rapid accumulation of wealth, the greater power comes from corrosive collusion, power consumption and rent-seeking consumption.

In the public corruption case, behind every luxury item, there is a story about collusion between government and businessmen.

In such a process, the wealth that should belong to the public and society was quickly pferred and looted.

The public can not share the fruits of social and economic development.

This is also an important reason for GDP's triumph, but it is hard to benefit most members of society.

When the economy develops and people's livelihood is becoming increasingly difficult, any ostentatious consumption and abnormal hobby for luxury goods directly stimulate public sentiment and make the public feel more strongly looted.

In every particular tragic event, luxury and the arrogance of the parties have become the butterfly wings that drive public anger and become more and more serious.

Universal values are universally accepted in the era of globalization.

In the industrial field, the production process of any world-famous brand, whether it destroys the environment or sweatshops has been subjected to more stringent supervision by NGOs.

But in the field of luxury consumption, consumption related to interest pmission is not subject to similar supervision, but its destructiveness is self-evident.

The consumption of malformed luxury goods colluded with government businessmen not only challenges the judiciary of Chinese society, affects the economic vitality of the society, and the morality of the public, but also destroys the commercial myth of luxury goods itself.

The image decline of luxury goods in the Chinese public and media is an indicator.

For Chinese society, only by making progress in the construction of social system, cutting off the interest pmission between government and businessmen, and letting the public share the fruits of social and economic development, and eliminating the public hatred, the image of luxury goods in China can return to its commercial appearance.

This is a long process.