China's post-90s view of consumption changes that buying luxury goods is too vulgar

Ten years ago, people who bought luxury goods might make young people envious, but now they are considered shallow or vulgar. In fact, the Chinese youth generation is actually not as obsessed with luxury as their predecessors. Relatively speaking, they pay more attention to high quality life with personal characteristics.

Foreign media said that there are two common themes in the recent media. If put together, it may lead to a flawed forecast by Chinese observers. One theme is that China is shifting from a production-driven economy to a consumption-driven economy. Another theme is the inexhaustible desire of Chinese consumers for luxury goods.

According to the Huffington Post website on June 1st, these two themes put together a picture of China's gaudy picture about the next decade: we can imagine that many of the necks have "Gucci" tattoos. The young man swayed through the city, and the baby sucked on the Marc Jacobs pacifier, and the deceased was wrapped in a Burberry shroud.

Maybe not necessarily.

In fact, young Chinese consumers are becoming more and more like their Western peers born around 2000 – they see consumption as a source of value rather than a medal of honor.

Mary Bergstrom’s 2012 book on marketing to young Chinese quoted Tom Doktorov as saying: “As Chinese consumers become more affluent, their relationship with society is changing. The structure of interest has also changed, from a clear position projection to a substantive drive."

In fact, “substance” is the correct word to describe where the young Chinese rich spend their money. Market research in the "Young Post-90s Youth Life Form Report" organized by "Youth" further shows that the Chinese youth generation is actually not as obsessed with luxury as their predecessors. According to the report, “(for Chinese youth born in the 1990s), high-quality life is not only the possession of certain items. It includes both material consumption and increasing cultural consumption. More importantly Yes, quality life must be based on personal choice and full of personal characteristics."

The latest generation of adults (35 to 50 years old) see the price tag as an index of quality of life, while the next generation of young people (20 to 35 years old) has surpassed the stage of spending money to spend money. These young people grew up in a consumer society, not only seeing the luxuries of luxury consumption, but even treating luxury consumers as truly immature.

Young people today are more mature and sophisticated than their predecessors. They traveled around. They live separately from their parents. They have a variety of hobbies. They blog, take photos, and do business online. They date people, they are heartbroken. By the age of 24, the things they have experienced are richer than what their parents have experienced or will experience.

These young people see the world through a kaleidoscope rather than a telescope, and every time the lens turns, they can discover new beauty. After witnessing such a colorful world, what role can the static beauty of luxury play play after having experienced and completed various challenges?

According to the report, consumption is one of the few areas in which young Chinese can exercise their free will. In a society where free will is an embarrassing commodity, consumerism has a group of faithful believers. Consumption not only offers choices in terms of color and style, but also offers choices in values ​​and identity.

Today, value formation and identity building are the most profound pursuits of young people in China. Consumerism gives them the opportunity to form an identity based on their own choices. Unlike their predecessors—even those who are 5 to 10 years old—the young people today associate brand identity with self-identity. No longer the ability to buy a brand makes you a valuable person; what gives you value is the decision you make to buy which brand.

Ten years ago, people who bought luxury goods might make young people envious, but now they are considered shallow or vulgar.

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