Why the Chinese consume outside heat and cold

This reporter Chiling for thousands of years, Chinese culture has always been adhering to the "abolishing luxury and thrifty" consumption concept. In the history of the world, almost no mainstream culture of a society has positive affirmative attitude towards luxury. It can be said that the arrival of the consumer society is irresistible.　　But will it become a new starting point for our society to develop again, or will it help to push the social atmosphere of worshipping luxury life? As one of the key points of strategic adjustment of economic structure, we must explore the potential of domestic demand and improve the consumption ability of residents.　　Over the years, in the "troika", which has boosted the growth of the national economy, domestic demand, which has been hard to lift, has indeed been playing a "drag-and-hold" role. Stimulating domestic demand has become a "cliché", but the intriguing is that the Chinese people in the overseas consumption is repeatedly to the outside world's eyebrows. In the past year, luxury suppliers have cut 68.4 billion yuan from their pockets, according to a survey of China's 2010 luxury market, published by a multinational consultancy.　　No wonder a lot of foreign media regrets: Although encountered a century of financial crisis, but it is "the West does not bright East bright", the Chinese consumer enthusiasm is amazing. But the contrast between the inside and outside is obvious. Once upon a time, a CPPCC member called on the public to "launch a patriotic consumption, expand domestic demand movement, with love and national spirit of consumption"; In the media, a professor also said that "active consumption is patriotic".　　But the reality is that many people take advantage of the opportunity to travel abroad, preferring to live in a small hotel room, all day to eat instant noodles, but also to a throw Wan Jin for their own and mainland relatives and friends to buy brand-name shoes bags, watches and jewelry, side is not in vain this trip. Prosperity is still a luxury. Especially now, our per capita income is less than 1/14 of the United States, but also to guard against the "rich first extravagance" trend. In fact, for thousands of years, Chinese culture has always maintained a "abolishing luxury" consumption concept.　　In the history of the world, almost no mainstream culture of a society has positive affirmative attitude towards luxury. Interestingly, however, luxury seems to have always been associated with productivity gains and economic growth. Take the Ming Dynasty as an example, the founding Emperor Zhu Yuanzhang in the history of the name of the strict method of torture, "the line of frugality, ban extravagance", and "Zuxun record" alert posterity. However, with the development of economy and the emergence of capitalism, it is inevitable that there will be a luxury consumption in the new rich gentry stratum. In the 18th century, through the decline of feudalism and the rise of bourgeois way of life, European intellectuals were keen to capture the change in the direction of the society, and launched a great discussion about luxury. Today's China, after a 30-year reform and opening-up of the great development, a part of the first rich people to meet the basic consumer demand, the luxury of the desire to produce, seems to be reasonable. It can be said that the arrival of the consumer society is irresistible.　　But will it become a new starting point for our society to develop again, or will it help to push the social atmosphere of worshipping luxury life? It must be seen that consumption has two sides. As the French Aidega Molin in sociological thinking: consumptionThe person has two sides, one side is normal, one side is pathological. With the development of technology, consumption has also been developed, which is normal. But if people slowly become a consumer, it becomes morbid. The key is whether the consumer policy can be scientifically guided. Corresponding to this, is the understanding of the consumer society. Today we have the same mentality: one side is aware of the importance of stimulating domestic demand for economic growth, but the other side of the desire to inflate the possibility of the supremacy of hedonism, extravagance and waste prevail, also make us hesitant.　　Because for a long time in the past, our society is accustomed to using the "decadent way of life" to define the individual's pursuit of life taste, material and spiritual enjoyment.　　It can be seen that in stimulating consumption, how to harmonize individual needs with social development becomes a realistic challenge before us. In fact, today some new rich people, social elite, white-collar pursuit of luxury goods, has long been no longer simply out of blind pursuit of the brand, but hope that through luxury consumption to achieve social identity, identity definition. A case in hand, it is rumored that this week a famous wine brand to raise prices, and its reason is "to meet the needs of consumer identity." Enterprises as the forefront of the market, how much can capture the consumer psychology of society.　　Now we must be wary of arrogance and extravagance, but also to listen to the transformation of the Consumer society's psychological appeal, rather than rush to first stand against the opposite, as a consumer criticism. Of course, the current "luxury" of the emergence of, in some respects still reflects the immaturity of our consumption concept. After all, we have been accustomed to "bitter days", just farewell to the lack of supplies. For such a shift, not only is the ordinary Chinese, who are not yet in the wallet-drum, not ready, the "Made in China" and the domestic business environment, which are already accustomed to the export-oriented economy, are not ready. Chinese consumption of "internal cold outside heat" is actually raised this question: people are more interested in foreign consumption, is it because of "worshiper" complex? Fact。 Previous media reports, because the mainland prices expensive Hong Kong, Shenzhen "old group" tirelessly from Hong Kong procurement of daily necessities. Commodity even so, the face of expensive luxury, the face of disparities at home and abroad as many times the difference, the General people may also be difficult to resist the impulse to swipe consumption. Looking at the environment of commercial consumption, many countries have both the high-end shopping malls for the merchants, the celebrities, and the middle class department stores, and the Low-cost stores for the general income group, the discount stores and the cheap supermarkets.　　This is in contrast to the development and service ideas of "limited edition" and "Uptown Life", which are frequently advertised in domestic cities. There is a famous case of economics. At the beginning of 20th century, a Ford sedan was priced at a three-year salary for a working-class wage. The price is too high, will be a lot of people in the consumer threshold outside. So Ford decisively decided to increase efficiency, and to reduce prices to the average income families can afford. So 191,311,914 years, Ford car production efficiency increased 10 times times, the price from 1908850 dollars fell to $290 in 1924. The effect is to win more: Although the unit price down, but the total amount went up, Ford's profits have been guaranteed, and established a leading position, and the decline in car prices, but also directly promote the United States 1927 years of Automotive Society, the overall arrival of the improvement of efficiency, but also promote the great development of the U.S. economy. In this respect, the Economist Schumpeter once had such a generalization: Queen Elizabeth has stockings, but the achievement of capitalism is not usually to prepare more stockings for the Queen, but to make stockings become a woman can afford things. For China, which has just entered a consumer society, it has the same implications.