For example, in China, in the 1980s, "luxury goods" were watches, sewing machines and bicycles, which gradually evolved into televisions, refrigerators and telephones. In other words, these items have changed from "luxury goods" in people's early impressions to necessities today.
Second, the audience of luxury goods is a minority, that is, the wealth elite of society.
Due to the conspicuous characteristics of luxury goods, there is a common phenomenon among ordinary working-class people in China: save a few months or even half a year's salary to buy a luxury brand dress or bag like LV in a specialty store, and then put it on or take the bus. This has become a prominent feature of some luxury consumers in China at this stage. This is why we encourage people who have the ability to consume luxury goods, and strive to cultivate their cultural concepts and aristocratic temperament, so as to finally make luxury consumption return to rationality and become a part of the normal operation of the market.
luxury goods
Third, in terms of industrial nature, the luxury consumption industry is actually an elite industry, which more represents a high-quality lifestyle.
While enjoying luxury goods, we are also pursuing a high-quality life. Top consumer goods are often associated with successful brands, excellent quality, excellent design concepts and even historical accumulation and cultural inheritance, and expensive prices are the last factor. In other words, luxury goods are not necessarily the most expensive, and expensive things are not necessarily luxury goods. At a deeper level, luxury goods are actually a way of life.
Cultural connotation
"Luxury" is actually an imported concept, which refers to luxury goods in English. What is luxury? The Oxford Advanced Dictionary explains this point.
An expensive and enjoyable thing but not a necessity; The Cambridge Advanced Dictionary explains it this way: unexpected things that are pleasant to own but not necessary; Webster's dictionary explains that it is not absolutely necessary to increase happiness or comfort. Throughout these three dictionaries, there are three main meanings of luxury goods: good, expensive and unnecessary.
Although the Chinese explanation of "wasting money and excessively pursuing enjoyment" generally contains these three characteristics, English is obviously much more neutral and not too negative in terms of expression.
But even English explanation is not a good explanation. Good, expensive and unnecessary are all relative concepts, and the explanation of nouns may be ok, but I'm afraid it's not possible to do some strict academic discussions. How good, how expensive, how unnecessary, all luxury goods. Maybe we can use the 80/20 rule to define that the best 20% products of the same kind are expensive and unnecessary for 80% people, so maybe we can call them luxury goods. Of course, 80/20 is just an expression, and we can further refine it. For example, we can use 90/ 10 to divide high-end luxury goods and luxury goods.
Among these three concepts, the concept of non-necessity should be the best to deal with. As long as we study the market capacity of this product and see how many people can own this product, we can roughly judge the unnecessary degree of this finished product. For example, everyone needs water, and the share of 100% determines that it is a super necessity for everyone; On the contrary, only very, very few people own private jets, so for the vast majority of people, this is not a necessity.
As for the concept of goodness, it is relatively difficult. The so-called good or bad is sometimes a very subjective question. For example, a master's design, you like it very much, says it's good, he hates it, and says it's bad. Whether it is good or not is inconclusive. For this kind of problem, you may say that it can be solved through the selection of people and the guidance of masters, but I prefer a simpler method-choose objective criteria as far as possible as a judge. For example, as far as cloth is concerned, 200 count is better than 100 count, which is an objective comparison. A piece of leather without any defects is better than a piece of leather with defects, which is also an objective standard. If you try to judge the quality of a product by these objective things, it will bring shortcomings, such as ignoring humanized things such as creativity and art, but the advantage is obvious, that is, the judgment results will not vary from person to person-the most obvious one is diamonds. The "goodness" of diamonds is measured by a series of objective standards, and there is no subjectivity.
Finally, it is expensive. Expensive means high price, which is easy to judge, but in my opinion, the price itself is not enough, even if it is the real transaction price rather than the wild speculations that have not been closed. In my opinion, luxury goods should be naturally expensive, not artificially expensive or expensive in marketing strategy. What do you mean? For example, some designer's designer clothes are often expensive, a large part of which is the design fee charged by the master. However, this is a fixed cost, and high design cost does not naturally lead to high cost-only mass production can dilute the cost. In fact, the cooperation between many cheap clothing brands and big-name designs began the year before, such as matthew williamson helping Debenhams and Philip Tracy helping Mark &; Spencer's costume design proves this point. Many brand-name clothes are expensive to sell. It is very important to actively narrow down the target customers and achieve profitability through the strategy of earning more and selling less. In my opinion, this kind of expensive can't be counted as "expensive" of luxury goods. The expensiveness of luxury goods is not only reflected in the expensiveness of average cost, but also in the expensiveness of marginal cost. For example, why customized suits and customized leather shoes are undoubtedly luxury goods lies in their inherent expensiveness. In addition to the materials used, the key to the high cost of these products lies in the craftsmanship of the clothing and shoemaker himself, which can not be mass-produced. The marginal cost of each product is roughly close to his average cost (of course, the fixed cost of enterprise operation and promotion should also be shared). Such a product is a real luxury.