We're going to meet some of the cock-eating people in a bowl.

It is characterized by: the Chery, which was opened to borrow money, but like the latest version of Ferrari, Porsche commentary, eating Sha County snacks and Lanzhou ramen noodles, but always for private clubs special Western, holding sushi relish; from head to toe Taobao goods, but love ran to stroll Gucci, Chanel shop, while people unprepared, From the crotch out of the mobile phone a crazy pat, dating the next village's shampoo sister, but hoping those wandering in the modern Soho generation of the city's Dirty honey, wild mold; to resources do not have the resources to ability, but vowed to do the next Rey Junchobs ...

I believe that readers, like me, have encountered such ignorant young people. And, their mentality in recent years seems to be gradually from the cock-Silk youth group to the outside world, became a mainstream view of society: Everything in my life is determined by consumption, so even if I incompetence, I have to desperately buy expensive consumer goods. Although it is flattering, but for such a mentality, I am somewhat puzzled. Why do you think you can't objectively see your income level and consumption ability, and spend all day on the luxury of spending? Poisoning so deep that everyone said, and so I have money how how. When I hear this nonsense, I really want to use the "Northeast Family" in the line to return: "When you have the money I have died eight back and forth." How much ability to do big things, to buy how big room and car, natural reason also. But why is your heart so big?

Recently, the Beijing University of Social Sciences released the "China People's Livelihood Development Report 2014" to answer the lingering in my mind this question.

The report points out that 1% of China's households now occupy more than 1/3 of the country's property, and the polarization has intensified. The gap between rich and poor is mainly reflected in the way people spend their money and on their bills. Next, the Chinese people's household consumption patterns were broken down into 5 categories: poor-disease, ant-Type, snail-type, safe-type, hedonic-type. Carefully read these 5 types of consumption, but also found a rule, that is the first four categories (poor disease type, ant type, snail type, safe type) consumption type, in fact, can be summed up as the same type: bitter force type.

Whether it is the most miserable type of poverty or the situation is slightly better, the prudent consumer, in fact, they are in the just to solve food and clothing, began a dwelling life of the initial stage, but the heavy economic pressure and let people out of breath, so that their confidence repeatedly hit. Even more tragic, this uncomfortable phase is likely to be long-term and even permanent for them-when China's 1% of households (hedonic consumers) occupy more than 1/3 of the country's property, the flow of wealth is unlikely to be ordinary dwelling house, so its quality of life and consumption level is absolutely only "bitter force." Moreover, from this kind of dwelling family come out of the cock Silk Group, bitter force Day long, its heart long filled with a kind of urgent anxiety feeling: how to quickly prove their social dignity and status. Consumption (spending) is the most direct means of conveying this message to others.

Siwang, the current advertising, television programs, social feedback, have invariably put money, consumption for a "quasi-religious" nature of social totem. This trend is so flourishing that the international Financial Review has a view that "the middle class in China sees a certain economic status as a continuing struggle against falling back, lest a loose effort will slip down to the bottom." ”。 In such a collective psychological hint, housing, automobiles, jewellery, luxury brands, foreign education and other high consumption items are regarded as the Chinese to enter a class of vouchers, and if the lack of such a voucher, a person will be unable to do, at least is regarded as "good-for-nothing", "Do not know life."

James McGregor, a financial writer, wrote a book titled "1 Billion Consumers". In this book, McGregor very directly to China's emerging class as a group of "pure economic animals." He said very bluntly that the values of contemporary Chinese people basically can only afford money, or even only to understand the use of money conversion things. McGregor wrote: "In this country, people greet each other in the new Year is ' congratulate the rich ', as we say ' Merry Christmas '. In addition, at a Chinese funeral, one of the key elements is to burning money and send assets to the dead ... "his next conclusion is sharper:" Many Chinese put all their trust in money. "The most direct bearing of money is goods.

As a result, motivational programs and entrepreneurial training courses are getting more and more popular, and luxury shops are becoming more and more open, because everyone wants to make money madly and use a lot of money to nourish their crazy consumption. However, it is difficult to match the mainstream consumption level and concept with the "hard-pressed" consumers who are not strong in earning and consuming ability. Therefore, they can only be marginalized in social status, because when you do not consume, you do not have any value for the GDP of the society. As we all know, a significant part of GDP is driven by consumption, and the government-led drive to boost domestic demand and encourage people to spend is actually further telling people that it is immoral, even non-mainstream, to consume. In politics, this further puts the "bitter" consumer of brick into a marginal position that has no right to say and no choice. In fact, they are more and more like second-class citizens.

A recent market report by Boston Consulting said the Chinese affluent population, now between the middle class and the super-rich, has reached 120 million, an annual purchasing power of $590 billion trillion. By 2020, China's affluent class will reach 280 million people and its future spending potential will be stronger. At the same time, from the government level to commercial advertising to inspirational programs, are always reminding Chi to move the bricks of the cock silk: work, make money, consume, satisfy desire, then work, make more money, consume more, satisfy bigger desire ... This kind of life is the king. 1% of the affluent, or hedonic consumers of the dazzling way of life, objectively become a social example, making "bitter" consumers more popular.

A word summary: We are only a large group just solved the primary consumers of food and clothing, and those who are not reliable cock silk young people roughly the same consumption mentality, looking at the head of the 1% of the rich want to emulate, chasing. But everyone knows that this is actually more unreliable than a bicycle chasing a train. When you actually can't catch up, and that desire still lingering, the "bitter" consumer unhealthy mentality gradually choked you numb heart.