“New poor nobility,” the characteristics of this group, is to most of the revenue on their own material gain, including the purchase of brand-name handbags, brand name clothing and footwear, brand hat, brand name electronic products, in short, from head to toe that dress is a famous brand, the value goes to 5 digits, but the wallet is very shriveled. Beginning when the “rich”, at the end of a “negative Weng,” the “new poor gucci wallets nobility”, walk in between the rich and the poor, and never tired. In them, poor and rich boundaries blur, and wallet though is a serious overdraft, but them’s a T shirt or a pair of slippers, and its value is equivalent to a television. This is a group of people, mostly after 80 and 90, they make little money or even make money, they are surprisingly spending power and shopping desires.
Why have a “new poor aristocracy?”
The traditional concept of consumption, is how much, on how much consumption, and then gradually upgrading of consumption, and finally with the top luxury goods for the cause of life to make a summary of material; As for the “new poor nobility” for the future gucci wallets is to first spend the money step across to the top of the pyramid, do not buy the best, only buy the most expensive, with the step taken the life of the way some people. Most of them born in the last century 80’s or 90’s, starting out, most can not have individuals to create wealth, but showed a surprising ability of consumer desire and consumption.
“New poor nobility” Why create? This is because after 80 and 90 after two generations of people dependent on their parents, living a stable, under the doting parents, some family income, was the beginning of the high demands on the material life. Some of the “new poor nobility” is not a lot of money, but instant noodles and lunch weekdays for a living, shift the money saved to buy T spent crazy shirts, sports shoes, cosmetics, etc. “STREETFASHION” products, they pursued, is always the older generation can not understand the “quality of life.” And buy back the previous impression that tightening their belts to meet the workplace needs of brand-name suit, men and women different, the “new poor nobility” more to express their exclusive taste, rather than highlight the identity of, or response to social pressure What more do not want to create a sense of nobility of superiority. They intentionally or unintentionally denied the traditional sense of luxury in the grand, turn favor the so-called “STREETFASHION”, or, simply implement the “HIGHSTREETFASHION” the spirit of traditional luxury brands about the streets of – these are the top luxury is expensive ” new poor aristocrats “who have no sense of mix and match too high. One weekend, the “new poor aristocracy” would take off the monotony of the uniform or rigid package, put on a strong personal style, street clothes to appear on all city streets.
“New poor aristocrats” who think they the circle of people, the pursuit of luxury brands, in fact, the pursuit of vanity, quality, history, concept, detail and attitude. In their eyes, put on a brand-name clothing, carrying brand-name mobile phone, rubbing his brand perfume, his image appeared in public will be better, self-confidence will be higher, they admitted their “vanity”, but they believe that “vanity “is the advantage of this” vanity “is piled up with the money, described as” vanity “word Zhiqian Jin. “New poor nobility” that the only guarantee of quality brand, they respected the French LV (Louis Vuitton), GUCCI (Gucci) and Japan Commedes Garcon (Kawakubo Ling), the U.S. Levi’s (Levi) the trend of brand jeans and other clothing that Behind every brand, in addition to the design, but also its long history, as Kawakubo Ling in France is a growing Japanese brand, is the trend of the guide and facilitator. Such is usually the world’s top brands in each quarter has its own themes and ideas to promote the “new poor noble” desire to buy. Details in the work of each brand, in the production of persistent attitude, very meticulous, is unmatched by other general commodities, these advantages are attracting the “new poor nobility.” “New poor nobility” were very poor, but forget to follow the trend; they can not eat, but can not let go like any piece of clothing. Their cynicism, do nothing, but they have their own indulgence, have their own happiness. They pay attention to appearance, attention to image, love the brand culture, willing to spend big bucks whom consumption, to use their own words, “I am very concerned about my own look!”
Mr. K: big bucks to buy slippers
Mr. K studying in the UK 20 years old this year, he has always admired those brand clothing and shoes, all brand-name things he likes, especially like the trend of the Japanese brand clothing. In short, as long as the “current” word about the brand-name clothing and footwear, he has to buy off even in moderation.
Last summer, he was speaking in the Online Shop of the Japanese brand Visvim in a pair of slippers, even if the price was 4,180 yuan, he did not hesitate to spend big bucks buy it. Studying in the UK, he brands in Japan, Kawakubo Ling (Commedes Garcon) the mall’s spent two more than 1000 pounds (the equivalent of more than 20,000 yuan), will be the same brand in different styles throughout the summer, the five pairs of slippers all buy it. Bought so many pairs of slippers, K usually only occasionally Mr. wearing a worn, most of the time, the high price of slippers only his collection.
Mr. K sources of income half of the parents, the other half is making his part-time in the UK, he spent a month in the money to buy luxury brands about 1-2 £ 1,000, equivalent to RMB 1-2 million, but , in the “new poor nobility” in, K-end consumer that Mr., just drop in the ocean are “bottom line” of a very ordinary consumer, an analogy that, K had only the “new poor nobility” in the “poor peasant.” In the “new poor nobility,” to buy a coat on the yuan, the monthly consumption of about 10-20 million amazing people spending power and desire for consumption speechless. Mr. K said that the “new poor nobility” is not simply the pursuit of luxury, but the pursuit of their own identity, that makes sense, exclusive brand personality.
Wingz: from the “new poor nobility” development to the shop management
27 years old, Wingz is a “new poor nobility,” he would spend 980 yuan to buy a set of three limited edition Coke in Japan, this coke production in 1994, it is definitely not drinking, he was attracted ” Limited Edition “three words, collections bought. U.S. brand GREGORY backpack is said to be “king of pocket”, a sell more than 1000 yuan, Wingz almost every six months to buy a new backpack for GREGORY, used up the collection. He spent a month to buy brand clothes, shoes and socks, rucksack on the consumption of about 2-3 thousand RMB. He interviewed the same day, he appears to be very casual wearing a black T-shirt, blue jeans and sports shoes washed cloth, but he told reporters that he is wearing designer clothes in Japan and the United States, the body up and down the value of nearly 10,000 yuan.
Wingz laugh their monthly consumption levels do not qualify as “new poor nobility”, but he believes he made the most extravagant thing that put up all their savings, in Ganghwa Road, opened a physical store, specialized operating the “new poor noble” pursuit of the goods, its name is called “Wingz”. In his small shop, were all placed in Japan, Hong Kong, Taiwan, the trend of brand T-shirts, hats, toys, sports shoes, the price of these commodities in the “new poor nobility” of the circle is mid-range price, can only be considered ” new poor nobility “circle the most popular products, but the total value of goods throughout the store, is worth a 40 million cars. “This store made me truly become the ‘new poor nobleman’.” Wingz says with a laugh, “I am wallet is shriveled, often fall into deficit, but at this store merchandise, I feel very rich, Because the store is something I like, I sell these things, they will feel very happy! ”
According to Wingz said that the current Jiangmen in the “new poor nobility” circle, not many people, about 10 people, after they were 80 and 90, occasionally there are some young people use the service outside of the circle “Wingz”. Wingz not worried about spending too little to affect the object store of expenses? “Do not worry, I reckon the next three years, the ‘new poor noble’ pursuit of luxury brands with higher price, will become a trend, this circle of people will increase by 100 times.” Wingz said, “now, after 80 and 90 after by popular fashion magazines and get involved and influence networks, they get to know what kind of brand of clothing will be when there are new goods, they grow, there will be revenue, will continue to brand and even the world’s top luxury brands chase, or the consumption pattern of this dress instill in their children body. ”
Experts and scholars: the “new poor nobility” CAREFUL IN THE SUMMER
Luxury of the “new poor aristocrats” who caused some insight Worries. Some sociologists, in the social transition there this conspicuous, vanity of consumer behavior is the inevitable process of social development, from the demand perspective, young people will inevitably experience growing needs for survival, security needs, social demand respect for the multiple phases. Luxury consumption for young people, in need of social tolerance and guidance. “Rainy day” is the traditional Chinese concept of life. As a new era of youth, although the right to self-select the best way of life, but do not drop back to the virtues of saving.
Some experts think that the “new poor nobility” of production, from family dependency. After 80 and 90 after the child was born, the family gave them too much to take care of and spoiling, the lack of proper guidance and education, resulting in these children with poor self-control, extravagant, into overdraft, without the right financial management concepts, material life rich but spiritually empty. They spend their parents money as long as they seem confident, take for granted, but their encounter in the community as long as misery, often no confidence, that they have been great injustice, so experts recommend that these “new poor nobles “or CAREFUL IN THE SUMMER good!
Reporter’s notes:
Understanding of the so-called “new poor nobility”, the reporter’s spine a bit cold, the “new poor nobility” shone are foreign brands, in particular, 90% of the brand in Japan, where we have a long history of the Chinese nation went ? We are down to five thousand years of culture, which has? Are we on the history and culture for them, really nothing worth mentioning?
“New poor nobility” of the subject and after a group of 80 young people after 90, most of them were starting out, can not have personal wealth creation, the face of thousands of luxury at every turn, they will either choose to rely on their parents , another option is to self-reliance “tighten their belts” and to achieve. Glossy surface, and the pursuit of so-called “quality of life”, they will use tomorrow’s money today, and will not see nothing wrong. They followed the trend of Japanese and U.S. fashion magazines go, praised the mouth like the pursuit of a sense of history and stories to pursue the brand, but they truly understand the brand behind it all? Values-based issues, they will not buy huge amounts of money on a car to buy books, or with their parents to travel abroad, their only pleasure is to use huge amounts of money in the pursuit of brand-name, in order to build their own 5-digit The look, even if the overdraft at the expense, but they know how to make money for their hard work parents do? They understand the poor hungry people gucci wallets struggling for the food and clothing hardships it? “New poor nobility” of consumer attitudes and financial management, the need for proper guidance and counsel the family.