Why do Chinese flock to luxury goods?

On this topic, I think there are two sides to it:

1. There is no big problem with liking luxury. Everyone has a love for beauty, and most of the luxury goods are the top products in their respective fields, with carefully selected raw materials, well-made intentions, individual shapes, and user experience.

Very good. There's nothing wrong with liking it.

2. Vanity.

Haunt. To some extent, luxury has transcended its practical value and become a status symbol, the simplest and most crude way to show off. Just like raising a dog, the dog itself is used to guard the door against theft, but all kinds of fine dogs have become many rich and even middle-class.

The "darlings" who compete to be raised.

3. The tradition of Chinese people who love to save. The country has been bullied for more than 100 years, that is, in the last 30 years, it has become rich, and most of us have been born poor for three generations. Poor are afraid, so some people buy luxury goods and also have the intention of investing in real estate, which can maintain value, similar to how many people in ancient times were rich and desperately bought land.

4. People's consumption psychology has not kept up with the pace of social development. The speed of social development will invisibly have a huge impact on the psychology of the public, but we do not realize or think that this impact is an impact, and it takes time and sharpening for people to adapt and keep up with it psychologically. For example:

The ratio of men to women over the years.

The cruelty of the reality of imbalance and the high cost of marriage for boys has completely reversed many people's old ideas from the ideological point of view, thinking that "boys and girls are the same", and the consumption psychology is similar to this, which takes time and sharpening.

This situation will be fine in the future, we must believe that our country is a big country with 5,000 years of history, and after suffering for more than 100 years, it will take about 100 years to recover.

On January 17, consulting firm Bain & Company released its 2017 China Luxury Market Research report in Shanghai. The report showsIn 2017, sales in Chinese mainland's luxury market reached RMB142 billion, up 20% from 2016, the largest increase since 2011 and surpassing overseas markets. Among them, the growth rate of women's categories such as cosmetics, **, and jewelry exceeded that of other categories.

Bain & Company believes that China's ** further promotion of domestic consumption, the strengthening of control over **, and the beginning of top luxury brands to actively adjust the price difference between domestic and foreign markets are the main drivers of the Chinese mainland luxury market**. Bain's judgment is based on the fact that, on the one hand, China's cross-border e-commerce has developed rapidly, and China has established free trade zones in more cities, so that cross-border e-commerce can enjoy tax incentives in the free trade zone; On the other hand, China has gradually reduced import tariffs on a number of categories; In addition, luxury brands are gradually adjusting their prices in China. These measures will help entice consumers back to the Chinese market.

The Chinese's obsession with luxury,. First of all, in terms of the overall environment, China's demand for luxury goods has developed significantly later than that of Western countries. In the past one or two hundred years, China, and indeed the whole of Asia, have been in a period of economic and political passivity in the world.

In the field of clothing, European luxury brands have become an invisible benchmark, which is regarded by many people in China as a symbol of upper class culture and a "luxury" that Chinese have dreamed of for many years.

MediumOne of the main reasons why Chinese people love to buy luxury goods cannot be ignored is that there are more and more wealthy people in China. China has the second largest group of wealthy people in the world.

From a sociological point of view, luxury is often a symbol of rank and status. The trinkets of Indian chiefs and commoners will never be the same. Although modern society has diluted a little, it is not really diluted, but the form has changed.

What is the difference between going to work on QQ and going to work with a Maserati? It's just a means of transportation. What is the difference between a 1 carat diamond and a diamond over 5 carats?

It's all high-pressure charcoal. However, the consciousness of most people in society still believes that luxury goods can reflect status and rank. Man is, after all, a social animal.

It is impossible to be without differences, people with different personality types have different value judgments, and social hierarchies still exist.

From the psychological analysis, it is more interesting, you can associate the psychology of comparison, from the psychology of comparison we can associate vanity, from vanity and then to self-esteem. The essence of self-esteem is self-identity, and the roots of self-identity seem to be based on the experience of the meaning of one's existence, and self-esteem also stems from one's need to connect with others.

What is the nature of vanity? Vanity has to do with the alienation of people. Alienated people who cannot experience meaning and power in themselves, who try to compensate for their own inferiority due to their own lack by taking possession of the most valuable material things possible, in order to gain a sense of value and power.

Fromm's theory calls this mode of experience alienation, which is different from Marxist alienation.

The answer is clear: the possession of luxury is compensation for its own meaninglessness and powerlessness.