Why luxury goods sell so hot: Is it really bad money?

Consumption is the embodiment of life style, first rich people can choose to high consumption, this is true in Europe and America, and in China. At present, there is a controversy over the consumption of luxury goods, and the main reason is to question the rationality of the wealth possession. First, the rich did not timely lead to the rich, income distribution has not been more benefit to everyone, especially the middle and lower income groups, is the crux of the current low consumption rate is widening gap between rich and poor--in the rich people will be a lot of money to the luxury market, our country still have many family life Beijing international Trade. Li Chunzhong, a peasant worker from Hebei province, occasionally walks into the Guomao mall while waiting for a bus. When he saw a price tag, he could hardly believe his eyes.　　A watch 160,000 yuan, a small bag of 20,000 yuan, such a price let him dumbfounded. The 47-Year-old Lee did not understand, a watch, it will cost him 10 years of income.　　The contrast made him very confused. Lao Li think of things that do not understand, in many people's eyes is mediocre: Last year, the Beijing Auto Show, the price of 30 million yuan of Italy's top sports car Bugatti in the opening 2 hours after a man to buy away. Such an expensive sports car, China's intention to customers have exceeded 50 people!　　According to the Swiss Watch industry federation, China has become the largest exporter of Swiss watches, and many of the count tables priced at $1 million are bought by the Chinese. Some people toil 1 months income barely thousand yuan, some man-made a famous car, a famous table to throw million gold, "this huge contrast, reflects the Chinese rich and poor gap is widening the fact."　　Zhao Weihua, an associate professor of sociology at Beijing University of Technology, who has long been engaged in consumer sociology. The deputy Director of the Institute of Finance and Finance of the Chinese Academy of Social Sciences, LINGBO analysis, according to the "2010 Hurun Wealth Report", China's mainland assets of tens of millions of billionaires have reached 875,000, of which billionaires 55,000 people, 1 billion millionaires 1900 people, tens of millions of rich 140 people, "This is the "However, when the rich put a lot of money into the luxury market, the vast rural areas of our hinterland have a lot of family life."　　We also have hundreds of millions of people living in "poverty", according to the World Bank and United Nations-approved poverty standards of less than 1.25 dollars per person per day. Zhao Weihua that with the development of economy and society, the income gap between system and system, monopoly industry and competition industry, city and countryside is widening.　　Between different groups, the gap between the "rich and the poor, the upper and the lower" has been formed. It is estimated that at the beginning of reform and opening-up, the ratio of urban per capita disposable income to rural income per person in China was 2.57 in 1985, and the proportion fell to 1.859 in the early years, and the ratio of urban and rural income began to increase with the continuous advancement and deepening of city reform.　　According to JIU, the income gap between the top 10% people and the 10% lowest income earners has risen from 7.3 times times in 1988 to 23 times times 2007. "To a certain extent, the consumer groups of luxury goods are in shapeThe rich have a highly coincident class. Famous cars, watches, mansions and even yachts, private jets have become their status and conspicuous consumption targets.　　"Zhao Weihua said. The high ratio of official consumption-official consumption, which is paid by the common people and enterprises, mostly lacks of the luxury of legitimacy Zhao Weihua that consumption is the embodiment of life style, first rich people can choose high consumption, this is true in Europe and America, in China.　　However, there is a controversy over the consumption of luxury goods, which is mainly to question the rationality of the wealth possession. In the western suburbs of Beijing, a reception of the main public meetings of the hotel, Montblanc Pen is placed in the mall counter most prominent position. Obviously, it is impossible for ordinary people to consume here.　　This kind of thousands of yuan, tens of thousands of yuan of famous pen, most people are bought with public funds, placed on the desk of various successful people, government officials. As a luxury brand that entered China earlier, Montblanc opened its first store in China in 1998. By the end of last year, Montblanc had more than 150 stores in China.　　China has become the third largest consumer market after the United States and Italy. According to a report released last year by Bain consultancy, China's luxury goods market grew by nearly 12% in 2009, accounting for 27.5% of global market share, with a whopping 50% of the luxury items used to give gifts, "Vacheron Constantin's watches, LV bags, tie-ties and so on are the top choice for business gifts."　　"Public money not only consumes luxury goods, but also makes luxuries." This year's New Year's Day, 53 degrees flying Maotai wholesale price rose to 1300 yuan per bottle, the price rose as high as 20%, causing retailers to break goods, agents hoard goods, speculators Rob goods. Some people speculate that, if the ban on public funds consumption, Maotai price will be at least 70% lower.　　Do not buy, buy do not drink-high-end consumer goods so become the price is not sensitive to the status of the group symbol. Office building more and more stylish, office supplies more high-end ...　　This luxury of official consumption, the taxpayer is not the people who spend their own, but financial funds or corporate sponsorship.　　Zhao Weihua believes that for China, which has stepped into the era of luxury consumption, private luxury consumption is understandable, while for the public consumption and corporate expenses, most of them lack the legitimacy of luxury. Spending should not be too "ahead"-"bad money" young people are keen to buy luxury goods, this is not normal 30-year-old Lin monthly salary plus bonus, income is more than 6,000 yuan, but she is a brand-seekers. "Handbags, clothing, glasses ... Every time I see my favorite style listed, I can not control their impulses, until the wages of the hands of the naked flower.　　Lin told reporters.　　As the rhinebeck of the family, Lin live the house the parents bought, driving the car provided by the boyfriend, almost feel the pressure of life.　　A survey shows that China's luxury consumers rely on their own strength and wealth to consume only 40%, the remaining 60% of the population is dependent on household wealth in the consumption, this part of the majority of the 30-35-year-old young people. In Zhao Weihua's view, withThe one-child generation took to the foreground, the Chinese household consumption structure has been downward tilt trend, household consumption of children to become the center of gravity.　　In the past, when children become adults, they are more responsible for supporting their parents and support their families. Today, more and more adult children are still receiving parental support, occupying more family resources, but less responsible. A few days ago, the media to Jiang, Zhejiang, Shanghai netizens conducted a survey on luxury consumption, the results show that 68.8% of respondents are willing to buy luxury goods from their own pockets.　　Many young people to buy luxury goods at the bank card, Yin Food, unrestrained to become a "negative (debt) generation." Zhao Weihua that the rich through conspicuous consumption of luxury goods, to show the status of society.　　In the current period of China's economic and social transformation, this high consumption will bring demonstration effects, so that the whole social consumption of excessive expansion of desire, everyone wants to pursue this way of life, inevitably lead to the irrational consumption of luxury goods. According to the introduction, in developed countries, people spend on luxury goods generally accounted for about 4% of personal income.　　In China, some people are willing to spend 40% of their income on luxuries. Analysts point out that consumption of luxury goods, first of all to ensure that there is a corresponding income to support, and the amount of consumption control within a reasonable range. On the whole, China's luxury consumption is somewhat "ahead".　　The "bad money" young people are keen on buying luxuries, which is not normal for a society that will be in the "primary stage" for a long time. The distribution structure speeds up the adjustment--although our country has become the luxury consumption Big country, but is far from the consumer Big Country Zhao Weihua thinks, overall, our country has become the luxury goods consumption Big country, but is far from the consumer big country.　　Domestic luxury consumption is repeatedly "not rich first extravagance" censure.　　She said that the rich did not timely lead to the rich, income distribution has not been more to the middle and lower income groups, the current consumer market is difficult to really start the crux of the problem. Statistics provided by the National Bureau of Statistics show that 2009 urban residents disposable income of 17175 yuan, the average household income of about 50,000 yuan. For many families, not only to cope with the daily expenses, but also to face the housing burden of mortgage, children's education, medical care and so on, in fact, life is very tight.　　The vast majority of urban and rural residents are not only difficult to dabble in luxury goods, even do not know these luxury brands. At the same time, because the structure of income distribution is unreasonable, the proportion of residents disposable income to gross national income decreases year by year. From 1992 to 2007, government, business and household income increased by 9.83 times times, 19.35 times times and 7.52 times times respectively.　　The population's initial income growth rate was not only the slowest, but also much lower than the average growth rate, which led to a decline in household consumption of GDP from 46.4% in 2000 to 35% in 2007. Jing Lingbo believes that the current growth in luxury consumption and income gap between the expansion of consumption is an image of the decline is a discordant, "as soon as possible to reverse the still widening income gap, change the distribution structure of income is an urgent task." "The central has already mentioned, the 2011 will study the development of income distribution reform programmes to reverse the widening trend of income disparity.　　Only by increasing the income of residents, adjusting the structure of income distribution and promoting the growth of residents ' consumption, can we realize the change to the consuming power.　　In addition, we should strengthen the supervision of the source of personal income, clean up the grey income and recessive revenue, restrain the consumption of public funds. Zhao Weihua that China's luxury market is still in its infancy, and that consumption mentality is still dominated by "display status". For the new rich people who are legally rich, there is certainly a reason to improve the quality of life, but how to spend it needs to remain rational, luxury does not necessarily mean happiness. The departments concerned should guide and encourage the new rich to take the initiative to assume social responsibility, for example, to support charitable undertakings in the community.