I'm Old Cloud,
The article is not a title party, please read to the end.
Here's the thing.
These days the famous luxury brand LV,
A new product was announced on its official website: table tennis racket + 4 free balls, a total of 18,300 yuan.
What's the gadget, ping-pong auction 18,000?
On this matter, there was a hot search.
But, in fact, --
This isn't the first time luxury goods have made this kind of sale.
Do you remember? A few years ago, LV out of 2 kg dumbbells? Guess what the price is – that's right 19200.
2 kg of dumbbells that cost less than 100 yuan online,
In lv home to sell 10,000 900.
There is also an umbrella jointly signed by Gucci and Adidas.
Guess how much it sells?
14,390.
However, no matter how good an umbrella is, how good can it be.
When it rains, no one drills into the house, and whoever walks the street with an umbrella that costs nearly 15,000 yuan will show it.
Looking further ahead, there is another buddy. He bought a pair of LV shoes for 8405, and as a result, he just wore them for a few days and got wet.
The socks were dyed green.
He called LV's after-sales department to complain —
The after-sales department told him that the shoes were made of cow leather and metallic canvas, and the maintenance guidelines were clear: shoes should not be wet, nor should they touch any alcohol- or greasy items, as well as abrasive items.
Implicitly, this shoe was not bought to wear,
It is an offering for incense, a disposable item for the rich.
There is also a jimmy choo sole that costs nearly 10,000 yuan.
The soles are made of lambskin,
The workmanship is meticulous, exquisite and gorgeous.
But once you touch a little bit of water, it will become like this.
So, luxury brands have come to this day,
In fact, it is no longer the quality and practicality of the fight.
What is the spelling? Spelling is given meaning:
If people think that a piece of is a symbol of honor, then a bunch of people will smear on their faces to highlight respect.
If you look at the epidemic in Shanghai, some poor people can't even grab cabbage, and those high-end brand stores and high-end communities have brought all kinds of fresh and rare seafood with great fanfare and given it to members and owners to know: there is a class between people.
As Chimel said:
Fashion is the product of class divisions.
The upper class uses fashion to distinguish itself from the lower class, while the lower class imitates the market characteristics of the upper class and thus produces popularity. Then when a certain fashion has formed a fashion, the upper class has to seek a new fashion to distinguish it from the lower level, and so on, so that the fashion trend is formed, which is the essence of fashion.
To put it bluntly, fashion is used to divide classes.
This has been the case throughout the ages.
You see, the costumes of China's feudal dynasties.
Pattern: The emperor is a dragon robe, the prince is a python robe. Color: more than five products of purple, six products of seven products of clothing, eight products of green.
What kind of people of all ranks, what color to wear are arranged for you to be clear, you are like a businessman, no matter how rich you are, you can only wear cloth clothes.
Why? Because these fashion items, including clothes, from slavery to feudalism to the current capital system, have not changed, and have always been a reflection of class.
It can be said that modern luxury jewelry replaces the function of the former dragon robe, and conveys a class difference.
However, modern society does not have the stripes of feudal society to limit what you can't wear, as long as you have money, you can also wear the same as the emperor, and the essence of the so-called fashion is that the upper ideas try to be different from the lower layers, and the lower ideas try to catch up, and when they catch up, the upper elites have changed new products.
Infinite loops, that's the essence.
In essence, there has been no change in the past and in the past.
In the past, luxury goods were different from the underlying design in order to distinguish between the materials and designs, but now the times have changed, and no matter how scarce your materials are, they are said to be equal.
You see since Nike Adi moved the factory to Southeast Asia, the pirated shoes in Putian, China, are far more than the genuine ones.
Putian shoes are even exported to the United States. This was a big blow to luxury, but the merchants also came up with two ways to cope.
The first one, "tide branding".
The significance of the tide brand is to get rid of the small group's exploration of the diversity or new realm of beauty, but now the so-called tide brand is through the acquisition of capital integration, the large number of shoddy labeled garbage products sold to the poor to earn money, a small number of top products sold to the rich marketing value, and from time to time to launch "tens of thousands of umbrellas, tens of thousands of rackets" to highlight the difference in identity.
The second, "empowerment"
The second point of the method is the most important, because most of them are mocking what "luxury brands do not deceive the poor, only take the rich to shoot", this is not wrong, but the rich do not know that those luxury brands are quality garbage, of course, people know, but it is to buy the garbage, it is to be different.
The rich man knows that the shoes cannot be wet with water, and they will be scrapped when they are wet, but he still has to buy them, why? In the end, it is to show your difference. What is evident is that the rich can and are willing to pay for what the poor cannot afford.
Rich people to buy those fashion waste, not to use the value, but for the symbol value, wait until enough poor people to buy luxury goods, either luxury goods downward compatible, or higher cold to prevent the poor from following the trend, more than ten thousand dollars a pair of high heels worn once is to prevent the poor from following the trend.
Therefore, the essence of luxury brands is to use their influence to continuously harvest commercial leeks, this phenomenon has lasted for hundreds of years, and there has been no collective doubt, and there has not been much discussion in the original social environment.
But why has it changed today?
At the end of the day, the situation is changing, the global economy is changing, and the fact is that the economy is now in decline and wealth is polarized.
The poor get poorer, and the rich get richer.
This social model is very unhealthy and presents a K-line pattern.
In the past, the luxury industry focused on marketing, downward layout, shoddy fashion waste sold to the middle class, and now the economy is declining, a large number of middle class bankruptcies, a large number of middle class can barely survive, a large number of middle class recession makes them have collective anxiety, the fashion waste that used to bite their teeth can be bought, now like sky-high prices, they can't afford to buy.
The middle class is no longer users of luxury goods.
The situation is changing, and so are luxury goods.
Luxury goods in Europe are also changing.
LV executives made it clear in their internal letters: Assets below tens of millions are no longer their customers. Now what these luxury brands have to do is to focus their profits on the upper echelons of the global economic crisis, and mark the difference through various "various" designs, as well as the manipulation and dissemination of public opinion.
It's like a luxury brand going to sell a piece of, you can't know what the source of the is, but the advertising and promotional copy will definitely tell you how "different" the is, how scarce and how high-class it comes from.
And he will tell you that this is a piece of that the poor can never afford to buy. Of course, this will cause the impact of public opinion, but the ultimate goal of luxury brands is to use the most straightforward way to punch the poor in the face, tell the poor that this is what you can't afford, and then form a public opinion hedge before and after, so that the target group is re-stratified. The more fiercely the poor scold, the more different they are.
What is important for a luxury brand is not the use value, but for the, for the that is given meaning.
That's why I never buy any luxury goods and art, which are forever tied to identity, status, love, beauty, spirituality, and so on.
Talking about identity with men, talking about love with women, and talking about healthy and long-lived love with the elderly is the sales secret that has remained unchanged for thousands of years.
But the difference is that the less intelligent businessman will directly write the name of the shop as "beautiful clothing shop", and the smart businessman will create a discourse system according to the spiritual needs and psychology of different groups, through the publicity of public opinion and various types of propaganda.
Like a diamond, does it make sense? It makes no sense to take it out alone, but how does the diamond cup give meaning to love? It's different. Human beings' yearning and pursuit of beautiful love is never stopped and priceless.
Therefore, when the sale of diamonds gives the meaning of "love and identity" status, this diamond is very expensive, because love is priceless, and diamonds are abstract love concretizations, which is the power of "diamonds are eternal, one is eternal".
This is also the strength of the luxury giants in the Italian market circle, and it is also the pity of the leeks in the world.
Made in China, what is missing has never been a technology, nor a craftsman spirit, nor a brand meaning.
What is missing is the right to speak!
The right to speak in formulating the system!
Why do Korean sticks dare to take away our Hanfu in a fair and upright manner, why Do Western luxury brands dare to copy our elements, to put it bluntly, you Chinese yourself have a good value for him, cherish him, and establish a discourse system for "history".
Of course, this is not to blame ourselves for not being angry, the fundamental reason is that we have always been eroded by cultural hegemony.
Why is the Gallic rooster (France) now that the military strength has been pulled like that, and now it is still so proud,
In the final analysis, the Gallic rooster is the cultural hegemon of Europe, holding the right to define and price culture.
The right to speak in the fashion circle, the film circle, and the art circle have all been pinched to death by the Gaulish rooster, saying one is one, saying two is two.
So don't pull the design, and don't pull the art.
What really makes people succumb behind it is the symbol of power.
So now you know why, the war between Ukraine and Russia has been fought until now, and Europe has been dragged with a bowl of porridge, and it is necessary to sacrifice the financial system to maintain the financial system of the United States.
Because Europe's cultural hegemony system is supported by the military hegemonic system of the United States, and for most of us, we are ordinary 996 small people, with a little surplus to buy luxury goods or advance consumption.
You are not poor, who is poor?
Don't compare with the high welfare society of the Gallic rooster, people hold the two definitions and pricing power of patents and fashion, which is not comparable.
And the financial system they lost, which is bound to be earned back from all over the world through cultural hegemony, all say that luxury goods turn into rich people's money, but whose money does the rich earn?
Who is the real wool?