10 years ago, people who bought luxury goods might envy young people, but now they are regarded as shallow or vulgar.

Foreign media say there are two common themes in the recent media. If placed together, it may lead to a defect prediction for Chinese observers.

One theme is that China is shifting from a production driven economy to a consumer driven economy.

Another theme is Chinese consumers.

Endless desire.

These two themes together depict such a gorgeous picture of China in the next ten years: we can imagine that many young people with "Gucci" tattoos on their necks are swayed by the market, and babies are sucking the Marc Jacobs pacifier, and the dead are wrapped in Burberry's shroud.

Perhaps this is not necessarily the case.

Marie Tom Boggs quoted Tom in her book on marketing to young Chinese people: "as Chinese consumers become richer and richer, their relationship with society is changing.

The interest structure has also changed, from the obvious position projection to the real driving type.

In fact, "substance" is exactly the right word to describe where Chinese young rich spend their money.

Market Research in the report on life forms of young people in the "Youth Volunteers" organization further shows that the Chinese young generation is actually not as obsessed with luxury as their predecessors.

The report said, "(for Chinese young people born in 1990s), high quality of life is not just about possession of certain items.

It includes both material consumption and increasing consumption.

。

More importantly, high quality life must be based on individual choice and full of personal characteristics.

The latest generation of adults (aged 35 to 50) considered the price tag as

The next generation of young people (20 to 35 years old) has gone beyond the stage of spending money to spend money.

These young people grew up in a consumer society. They not only saw the superficial consumption of luxury goods, but also regarded luxury consumers as real immaturity.

Today's young people are more mature and sophisticated than their predecessors.

They travel around.

They live separately from their parents.

They have many hobbies.

They blog, take photos, do business on the Internet.

They date people and their hearts are broken.

By the age of 24, they have experienced more experience than their parents have gone through or will experience.

These young people see the world through kaleidoscope instead of binoculars, and every time they rotate, new beauty can be found.

After witnessing such a colorful world, what role can the static beauty of luxury play after having rich experience and various challenges?

Consumption is one of the few areas where young people in China can exercise their free will, the report said.

In a society where free will is a coveted commodity, consumerism has a group of faithful followers.

Consumption not only provides choices in terms of color and style, but also provides values and identity choices.

Today, value creation and identity building are the deepest pursuit of young people in China.

Consumerism provides them with the opportunity to form identity based on their own choices.

Unlike their predecessors, even those who are 5 to 10 years old, today's young people will associate their brand identity with their self identity.

It is no longer the ability to buy a brand that makes you a valuable person; what gives you value is the decision you make to buy a brand.