Some people may wonder, why use channels to exchange purchase qualifications?

Why do we want to introduce luxury goods into the country? The lives of the common people in China have just improved, even if some people have become rich ahead of schedule...... But why leave these opportunities to make money to foreigners?

Zhou Fangyuan's way of directly providing channels is tantamount to taking the initiative to open the country, and then guide these hungry wolves to enter the Chinese market?

If...... If someone really thought so, Zhou Fangyuan would definitely laugh at him fiercely.

Could it be that if he does not provide channels, people will not be able to enter? Could it be that if he does not do this, the rich people in China will not buy luxury goods?

No, there are no channels in China, they can go abroad to buy it.

No, Zhou Fangyuan doesn't do it, naturally someone will do it instead of him.

So that's an unsolvable puzzle.

More importantly, luxury goods are an indispensable part of society. When a country, a civilization, to a certain extent, luxury goods will inevitably appear, from ancient times to the present, whether at home or abroad, the figure of luxury has never really disappeared. Rather than being a material product with a super-inflated price, luxury is a cultural symbol in itself.

THE WORD LUXURY IS DERIVED FROM THE LATIN WORD LUXUS, WHICH ORIGINALLY MEANT "GLITTERING AND EXTREMELY FERTILE AND EXTRAORDINARILY CREATIVE".

Modern luxury goods originated in France at the beginning of the 17th century, and the aristocracy and royal family represented by King Louis XIV met their own needs while providing them exclusively to other royal families in Europe, gradually forming a market transaction.

The vast majority of luxury goods with a long history were originally the exclusive consumer goods of European royal families and then royal families around the world, and the practitioners of such luxury goods are very reserved and sophisticated, and the personality of luxury brands mainly comes from the pride and confidence of their own brands, and the respect for customers. As China is slowly influenced by Western culture, and with the development of society and the change of people's overall consumption concept, it has slowly incorporated luxury goods into its own consumption plan, so that in just 20 years, China has become the second largest luxury consumer in the world in 09 years.

The birth of luxury goods was originally only to serve the special group of nobles and royal families, and it is precisely because of the particularity of their identity that in the process of social development in the future, people regard the consumption of luxury goods as a symbol of identity quality. With this concept as a guide, then the next step is to be accepted by more and more people to stimulate the further expansion of the consumer group of luxury goods, and then luxury brands will come into being.

Then a luxury brand has its high-end consumer group, which does not mean that it can follow the torrent of history and continue to move forward with the wheel of history, which is related to the shaping of the luxury brand and the issue of brand promotion.

With the development of human society and culture, if luxury classic brands want to stand tall for a hundred years and continue to obtain high profits, the key is that luxury brands should take aesthetic culture as the core, and at the same time take into account the support of the three elements of "historical tradition", "style theme" and "quality function". In the process of building a luxury brand, culture plays a catalytic role, making the brand more meaningful, and a brand with a good heritage can bring people a kind of spiritual comfort and spiritual enjoyment. Some scholars have put forward six characteristics of luxury brands: excellent quality, high price, scarcity, aesthetic value, heritage history and non-necessity.

In addition to the cultural gravity it contains, luxury also needs another characteristic as the cornerstone of its development, that is, the quality of craftsmanship, without high-quality products, the brand cannot last long. The greatest application value provided by luxury products is quality assurance.

LV, GUCCI, CHANEL, HERMÈS ...... I don't know when these foreign luxury goods began to become the object of competition among Chinese people. In recent years, the news that Chinese people have bought half of the world's luxury goods has been frequently exposed, and Huaxia will gradually become the world's largest luxury consumer country, and its crazy obsession with luxury goods has impressed the world. One of the main reasons that cannot be ignored is that the economic conditions of the Chinese people are getting better and better, and for the sake of those glittering luxury goods, the local tyrants are spending a lot of money, and the small white-collar workers are frugal and frugal, and they are fanatically pursuing the so-called high-quality life.

After the reform and opening up, the door of China's market began to open to foreign countries, and a large number of foreign brands poured into the domestic market, and those expensive luxury goods were no exception. Some people have actively introduced the works of Western economists to prove that "luxury is justified" and "luxury is meritorious", which also opened the way for the rise of luxury in China.

Of course, behind the luxury, there are many hidden worries -- at the same time as consumption is upgrading, an undercurrent of comparison and ostentation is surging; excessive pursuit of material life makes the soul empty and lonely; merchants make gimmicks to provoke the public's irrational extravagance nerves; immerse themselves in the vanity brought by luxury goods while ignoring the cultural connotation behind them...... Just go and listen to the book

However, in fact, the protagonist of China's luxury consumption is really not the so-called high-ranking aristocrats, but the middle-class stage dominated by senior white-collar workers and even gold-collar workers, who express their unique personality and taste through the consumption of luxury brands, show their wealth, identity and status, and strive to become a member of high society. Among them, there is no shortage of ordinary white-collar workers. In order to buy a new handbag from LV, many girls are willing to save up for a few months, even if they eat instant noodles every day. What's more, in order to become famous and high-level, some girls show off their wealth on the Internet, use various luxury goods to create the illusion of luxury, elegance and delicacy, and even take risks in some wrong ways in exchange for luxury chips.

In fact, if you think about it, you can understand that for the real upper class, luxury is no longer enough to represent their identity. It can even be said that the luxury goods that can be easily bought on the market will only lower their status.

Moreover, most of the luxury goods purchased by Chinese people are still concentrated in personal items, while developed countries target luxury goods such as houses, cars, and family travel. It can be seen that the luxury consumption of Chinese people mainly stays in the aspect of personal identity symbolism and ostentatiousness. In Chadaha's book The Cult of Luxury, luxury consumption is divided into 5 stages of development: repression, the beginning of money, showing off, adaptation, and lifestyle. Our immediate neighbor, today's Fuso, is classified in the category of "lifestyle", while our country is positioned in the third stage - "showing off".

Since the Chinese people's concept of life represented by luxury goods is still in the enlightenment stage, this kind of symbolic consumption is more prominent in a kind of "conspicuous consumption".

Moreover, as China's middle class has gradually become the main force of luxury consumption, the taste and flow of luxury among Chinese people are also quietly changing: bidding farewell to conspicuous consumption and gradually moving towards rationality; More and more millennials are no longer following the crowd, from flaunting trends to advocating simplicity, and they appreciate a low-key and minimalist lifestyle more than the fashion vanity brought by logos. Once, in order to pursue a luxurious life that has been carved several times, people have gradually departed from the simple swaddling clothes of nature. It is human nature to pursue material luxury, but at the end of luxury, you will find the preciousness of simplicity. Washing away the lead and returning to the basics is the highest level of luxury.

And there is a very interesting point here, that is, when it comes to luxury, people always think of those Western big brand LOGOs, in fact, since ancient times, there has never been a shortage of "luxury" in China. In the ancient history of our country, all kinds of items representing the glory of the royal family were exquisitely carved and rare and expensive because of their rarity, and deserved to be a luxury product. Our ancestors have created a variety of breathtaking luxury goods: from exquisite ceramic vessels to priceless jade carvings, from the four treasures of the study to silk and satin, from shark fin bird's nest to Longjing Pu'er, from Ming and Qing dynasty furniture to Suzhou gardens, all dynasties have had "Made in China" luxury goods that are famous all over the world.

In the Western Middle Ages, silk and porcelain from China were equivalent to gold, and European aristocrats even used Oriental artifacts as a flaunting capital. Ancient Chinese silk, porcelain, tea, etc., were continuously sold to the West and the Middle East through the two Silk Roads by sea and land, and became the favorite luxury goods of the upper class there. The Chinese style, Chinese style ornaments and costumes of the European court became a symbol of royal power and wealth.

In the 17th and 18th centuries, porcelain, silk, furniture, and artworks were introduced to the West in large quantities, setting off a wave of fanatical Chinese style in the European courts. This trend reached its peak in the mid-18th century, when everyone from princes and nobles to merchants and gentry flocked to the so-called Oriental fashion. At the beginning of 1700, the Parisian high society was routinely given a grand court ball. It is said that at this banquet, the French monarch Louis XIV would appear in an ingenious way. In the splendid ball hall of the Palace of Verre, the nobles exchanged words and discussed, what new tricks will this showy emperor do this time?

Unexpectedly, with the accompaniment of the band, a Chinese eight-lift sedan chair appeared, and Louis XIV appeared in a Chinese costume, and the audience was in an uproar for a while. Louis XIV's love of the Chinese style was not news to Parisians. As early as 1670, in order to win the favor of his mistress, this merry king spent a lot of money to build a blue and white porcelain palace in the Palace of Versailles. When the building was completed, it immediately attracted the imitation of European countries. For a time, many representative buildings of the Chinese style appeared in Europe. Louis XIV was obsessed with Chinese furniture, and he had the master furniture decorate every corner of the palace with Chinese-style furniture and vases. There are also scenery taken from China in the palace, and the paths of flowers and trees are connected with caves, rockeries, arch bridges and Quxi, which are the appearance of the gardens in the south of our country.

Under the influence of Louis XIV, England and Austria, two European powers that rivaled France, were also involved in this Chinese style competition.

In the 18th century British writer Daniel Defoe's pen, Buckingham Palace and Windsor Castle are full of exquisite Chinese wallpapers and screens, and the Queen of England also loves to wear Chinese costumes, and Chinese-style ornaments and costumes have become symbols of royal power and wealth. Compared with France, the Austrian royal family has a preference for Chinese style. Queen Teresa not only built the Schönbrunn Palace, which covers an area of 26,000 square meters and is not much different from the Palace of Versailles, but also spent a lot of money to decorate it with many priceless Chinese artworks. The wallpaper depicts Chinese landscapes: silk, rice, porcelain, etc. In the porcelain hall, the four walls are decorated with blue and white porcelain, and a pair of porcelain can be called the best in the world.

Under the influence of France, European royal families have opened special palaces to display porcelain, and at the same time regard it as the most noble gift in royal relations. The King of Portugal gave porcelain as a gift to the King of Italy and other royal families, and the Queen of Portugal also ordered tableware with her portrait in China to give to meritorious soldiers. In 1662, Charles II of England married the Portuguese royal family, and the Portuguese princess brought porcelain from the palace as a dowry, which was greatly welcomed by the English king. Gradually, porcelain became a favorite of the royal family, Queen Elizabeth of England was proud of having a batch of fine Chinese porcelain, King Francis I of France was proud of his heavy purchase of porcelain, and like the Portuguese royal family, the royal families of many European countries were also willing to choose Chinese porcelain as one of the dowries when marrying their daughters.

In the pursuit of various Chinese utensils, European society quickly developed a fashion, including holding Chinese banquets, watching shadow puppet shows, raising goldfish, etc., all of which became symbols of elegant taste. They were keen to imitate the artistic style and living customs of China, forming a fashion known as "Han style". This fashion permeated all aspects of European life, such as daily necessities, home decoration, garden architecture, etc. Silk-topped high heels, dresses decorated with Chinese elements, fans decorated with ivory porcelain tiles, and fragrant tea leaves...... Chinese elements spread from the palace to the market and entered daily life.

Under the fanatical pursuit of Chinese fashion, there are all kinds of interesting anecdotes that make people laugh and cry. It is said that when tea was first introduced to Europe, it was used by the upper class as a cure-all for all ailments, and women used it to cure migraines. The life history of porcelain in Europe is even more confusing, people believe that it can test poison, can be eaten, and can also awaken the soul.

During the "China Fever" epidemic in Europe, people flocked to Chinese objects - owning artifacts from the East is equivalent to living an elegant, luxurious, and noble life. At that time, the degree of obsession of Europeans with China's goods was no less than that of today's Chinese people seeking after European and American famous brands. Since the publication of Mark Polo's famous travelogues, Westerners have been filled with all kinds of imagination and yearning for this remote, mysterious and rich oriental country, pursuing oriental products and arts, and creating luxury dreams. All this, as Saint Laurent said: "What country is so intriguing......?

Just like the attitude of Chinese people towards Western countries today.

Even today, more and more Western luxury brands have begun to add elements of Chinese style to their products.

In fact, this is a kind of reincarnation, so why is it said that luxury goods are something that will inevitably appear when society develops to a certain extent? Excessive consumption, comparative consumption, or something is of course not advocated; but at the same time, it is undeniable that when luxury goods develop to a certain extent, it does have cultural attributes.

So Zhou Fangyuan didn't think that he had done anything wrong, he was just following the development of society and taking advantage of the trend.