When I graduated from college and just started working, the year-end bonus was two months' salary. After I bought everything for my family, I still have half and four thousand dollars left in my hand. There were two choices before me at that time. One is to buy a luxury brand bag, such as Kate Spader, because I was carrying a cartoon bag of Snoopy that I used in college, and I was repeatedly criticized and educated in the company that it was too cheap and would be looked down upon. The second is to buy a sealy entry-level mattress that I have been looking forward to for a long time. I was still renting a house at that time. The mattress provided by the landlord makes my back ache every day, and sealy's mattress makes me unforgettable after sleeping in a four-star hotel for a business trip. What's it like to feel the princess on the pea for the first time?
If it were you, would you buy a bag or a mattress?
You know, the choice you make is not only a matter of your personal preference, but more importantly, the way of thinking when you make this choice implies your psychosocial class. If you choose a bag, then you belong to the nouveau riche psychology. If you choose a mattress, it is the corresponding old money aristocratic psychology. This scenario is a variant of the Socioeconomic Status Scale (SESS).
It can be said that life is full of traps and tests. Don't scold me yet. In fact, every time luxury goods manufacturers launch a new product, they will also conduct a large-scale SESS test for the rich. For example:
Lancome Lancome launched the Christmas 2065 438+04 La Vieest Belle perfume gift box, and entrusted Baccarat, an old French crystal brand, and Reuge, a Swiss music box technology with a history of more than 100 years. Global limited 15 bottles, each bottle costs as much as 42,000 pounds (about 400,000 yuan). La Vie est Belle's selling point is: 1, which is called the best feminine perfume brewed by three top perfumers Olivier Polge, Dominique Ropion and Anne Flipo. 2. Julia Roberts is the ambassador of brand image and shoots a series of advertisements.
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Even if the perfume is used up, this crystal music box can be displayed. Well, I won't tell you. I remember a sentence: buy gifts and return pearls. (Diu Ye, that's four words! )
Sweden h? Stens Bedding specially launched an Asian tour exhibition in early February last year, and craftsmen made details in Beijing, Shanghai and Taipei. This brand has a history of more than 65,438+060 years since 65,438+0852. After 65,438+0952, it was also used as a signboard by the Swedish royal family, because the mattress filler is top-grade linen, wool and ponytail, all of which were sewn by the master, and its Vividus series cost 800,000 RMB. And there is no place to buy money, all h? Stens Stens mattresses need to be booked, and the masters will build them according to the needs of consumers to show H? Stens insists that every bed and mattress base will be inlaid with a copper business card engraved with the name of the consumer, and the masters will sign it to show their responsibility.
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"Hello, is that H? Stens, I fell asleep in the bed made by Master Klf Gustav Svenningsson last night. Ask him to fly over and rub it for me today. "
To celebrate the 50th anniversary of the establishment of the factory, Lamborghini will leave the factory for the top super-run this year, with a limited number of 9 vehicles worldwide. In 65438+February last year, it was officially unveiled in Abu Dhabi, United Arab Emirates. In order to create momentum, it cooperated with the Italian aircraft carrier and performed together. Veneno Roadster has a streamlined appearance like Transformers and is full of stereotypes about the future. The British "Daily Mail" described it as the most expensive car in the world, with a market price of over 3 million euros and a speed of 22 1 mile per hour. It is said that the top cars have been limited.
Last year 17 February 17 Tuhao Xiansen lent his Porsche 9 18 Spyder worth 10 million to his friend, and then his friend crashed his car into a tree. Naturally, this Porsche 9 18 is out of date. You should think about it, but you need to think carefully before lending it to your friend next time. It doesn't matter if a pig hits a tree, it's not good if it hits a pig.
Which of the above three commodities do you think will be bought by new money and which will be favored by old money?
Lamborghini's performance in Abu Dhabi shows that their target customers are upstarts in the Middle East and Asia, and most of Lancome's limited edition perfumes are bought by customers from the same region. h？ According to the person in charge of stens, most of their customers are from Europe and America, and they are often bought by generations of the same family, but the harvest of the Asian roving exhibition is not ideal. This is also easy to understand. We have seen all kinds of limited luxury goods at local show, auto show, table show and yacht show, but we have never seen mattress show.
The upstart's consumption habit is to choose external, eye-catching and ostentatious things, so the local tyrants' homes, cars and clothes are all resplendent and bling. The consumption habits of old money cannot be simply summarized by the word "taste". The key word of their consumption view is "enjoy life", that is, they are more willing to spend money on small details to improve their quality of life, regardless of whether the money they spend can be seen by outsiders.
In short, the new money has armed itself with money and won self-confidence, while the old money has passed this stage and will not feel inferior because it has not exposed its own money.
When watching One Step Away, you may wonder why Master Wuqi, who has the power and money, asked Ma for help and how to turn new money into old money. As soon as the horse left, it jingled because of poverty. Whether it is new or old, he has no money. As a matter of fact, Malik Zori has been around for generations. Although they are poor aristocrats, like Jia Baoyu, they have eaten, seen and played, know how to spend money gracefully, and truly feel the changes and improvements that money has brought to the quality of life. Poor Wuqi people, just like the imaginary peasant woman, can eat bowls of jiaozi and jiaozi every day as long as she wants. She only knows how to sit in the dragon chair and eat a bowl of jiaozi and pour a bowl of jiaozi.
For us ordinary people, although we are not as rich as local tyrants, we are actually exposed to the consumption concept of local tyrants. Just out of school, I scrimped and saved every month just to buy a "takeaway" bag, and then limped into the subway, carrying this bag, wearing inferior high heels bought from Taobao for dozens of dollars that did not conform to the curve of people's feet to squeeze into the bus. What is this?
I remember last year, there was a topic that was particularly hot. "Tell me about what you bought that made you feel that the quality of life has improved so much, and you feel that it was a long time ago?" There are various answers, but none of them say that they bought luxury goods that can only be used for show. It is not difficult for ordinary people to turn new money into old money. The answer is: be kind to yourself and use the extra money to improve your life.
Go to your kitchen, throw away those plastic and aluminum pots and pans, buy a soymilk machine, a juicer and a toaster, bid farewell to the pancake fruit stand on the street, and let yourself eat healthier; Go to your bedroom and change the sheets into 1800 stitches of Egyptian cotton and a comfortable memory pillow. Go to your own bathroom, throw away those open-shelf cosmetics, all shampoo and soap produced by Procter & Gamble and Unilever, and pay more attention to the concept of organic and additive-free; Go to your wardrobe and throw away the so-called Taobao explosions and clothes made of chemical fiber. Materials such as cotton, hemp, silk and cashmere will give you a completely different feeling. ...
Next time you are going to buy a "luxury", you can ask yourself, do you want to buy it back and show it off to others, so that others will envy you for being able to afford this brand? Or take a fancy to the function of this thing, which can improve your quality of life?
Making your life healthy and comfortable is the real luxury. So the question is, did I buy a bag or a mattress? Oh, my excavator knocked down that man. I have to drag him out again!