What kind of person will spend ten or twenty thousand yuan on rent?

Besides sharing, who will rent a house with a monthly rent of1~ 20 thousand?

Someone changed this question and answer into an article and pushed it to Zhihu Daily. It's called "Why can't I buy a house with an annual salary of one million?"

To this end, Zhihu replied that he listed the reasons for not buying a house one by one:

Babysitter, car, travel (staying in a five-star hotel), catering, insurance, childcare, education, and rental of 200 flat beds. . .

Excluding luxury goods, the monthly expenditure is 50,000-60,000 yuan. If the respondent changes the rent to mortgage, the monthly loan is 1.8 million yuan, which can only be borrowed for 30 years.

The total price of the 200-square-meter flat rented by the main tenant is as high as150,000.

In this way, the first thing the respondent can't do is to pay 1 1 10,000 cash down payment;

Secondly, they have been thoroughly used to the new level of 200;

Let them pay a deposit of 5 million yuan, a loan of 4 million yuan, and buy a house just needed by 9 million yuan 100 flat;

They will never live there.

So he is afraid to buy a house with an annual salary of one million in Beijing.

The diaosi people looked at it and thought it seemed like this, but they felt something was wrong.

Look at the messy old single room rented by your group in Beijing in the 1980 s;

Every day, take-away chicken leg rice in the unit Meituan is reduced by 30 15, and a bottle of iced black tea is presented;

Have dinner with friends, have a meal 1 18 yuan's special sheep scorpion hot pot, and drink some snow beer, with a per capita income of only tens of dollars;

Wearing the shirt of Blue Ocean House and Aokang's leather shoes, although they are not famous brands, they are also neat and shiny;

I can also buy boxes of snacks at Tmall Supermarket.

Occasionally buy one get one free with Starbucks star card and buy a cup of coffee.

. . . . .

Small white-collar workers pay 3000 yuan a month, and they are all people in the office building.

At first glance, except for a Beijing house, the living standards of small white-collar workers are not much different from those of the rich.

"In addition to a house, the boss and I are no different.

If I earn 30 thousand a month, the first thing I do is to buy a house with a loan. "

Therefore, diaosi people simply can't understand why some people have to spend one or two thousand yuan on rent.

Let's talk about consumption today.

1) consumption upgrade

In recent years, a phenomenon has been repeatedly mentioned:

Sales of instant noodles plummeted.

People suddenly lost interest in instant noodles.

Some people say that because people mainly eat instant noodles on the green leather train, people used to eat several meals on the green leather train to get home, so they often eat instant noodles.

There are fewer and fewer green leather trains, and there is less and less demand for instant noodles.

Others say it's because of the rise of takeaway. Why use boiled water to make instant noodles when you can sell hot rice outside?

Not only instant noodles, but also the sales growth rate of KFC, McDonald's, Ajisen Lamian Noodles and Haoxianglai Steakhouse is declining.

Coco, a brand of milk tea in previous years, can drink tea. Recently, Coco has been frequently challenged by Nai Xue's tea and Xi Tea.

Xicha

Now DQ ice cream is disappearing all over the street. . .

Nowadays, the market growth rate of budget hotels such as Home Inns, Hanting, 7 Days, Super 8 and Motel is also declining, and many "luxury" hotels have sprung up in an instant.

At that time, all kinds of sports brands, Adidas, Nike, Puma and converse, basically occupied one floor of a big shopping mall, but now they have become frequent visitors to discount stores in various factories, and they can hardly be found in normal shopping malls.

Dozens of hot pots and barbecue buffets, which used to be everywhere, are basically extinct now.

Now, when everyone mentions buffet, it is basically a seafood buffet in 300 yuan by default.

As for Samma, Smith Barney, Oriental Camel, Jeanswest and Benny Road, you can hardly see them. All you can see is me&; Cities.

While Qinyuan Bakery, Christine Bakery and Lillian Egg Tarts can be seen everywhere, the appearance of LADYM still makes people queue up.

LADYM bakery

Some people will explain all this from the perspective of maketing making, thinking that these brands have rotted away and have stepped off the altar. A generation smells like a generation, and they will eventually be overthrown.

This phenomenon is called consumption upgrading.

However, you got this upgrade with a huge price increase. The prices of LADYM and Lillian egg tarts are quite different. How do you explain why people readily accept such a huge price increase?

I think the explanation of consumption upgrading is not comprehensive.

2) the fundamental change of consumption concept

What you see is a table flip, not a consumption upgrade.

What I see is a complete change in the concept of consumption.

People are more sensitive to quality and less sensitive to price.

In other words, people have been spoiled.

You know, COCO milk tea is obviously more than half cheaper than hi tea!

Why 15 yuan milk tea was beaten by 30 yuan milk tea?

Recently, COCO began to take the high-end route, redecorated, and raised prices, only to barely pull back a game.

What you should pay attention to is that COCO Cocoa can regain the market through "price increase".

Similarly, "tribute tea" was upgraded to "four clouds of milk cover tribute tea", from a few dollars to more than twenty dollars, so that the fragrance of "tribute tea" could be preserved.

This is very similar to the property market in recent years. "No one wants to reduce the price when the price goes up to inventory."

The reason may be that the housing prices in the second and third tier cities before this round of property market are too cheap, and the aborigines have abundant purchasing power, which can basically be classified as pure consumer goods.

Similarly, the product iterations of KFC, Starbucks and McDonald's are also extremely fast.

However, the second half-price cup of Ding Xue coffee is not popular, and many old products in many shops are no longer available to consumers.

Looking back on the development of milk tea in recent years, at the beginning of this century, before COCO had time to drink tea and have a happy lemon, Taiwan Province province's bubble tea became popular in the market after landing, and the memory of a large cup of bubble tea with 3 yuan was fresh.

But I don't know when a cup of COCO in 8 yuan will completely beat a cup of tea in Taiwan Province Province in 3 yuan.

Now Naixue's tea and hi-tea have cornered1COCO in 0 yuan.

We know that the main consumers of milk tea are young white-collar workers.

Small white-collar workers with a monthly salary of several thousand yuan are the main people who shout that houses are expensive and will collapse in Zhihu.

About the fact that tea is twice as expensive as COCO, I have never seen a young man shout in Zhihu:

Unscrupulous milk tea merchants raise prices indiscriminately, and 15 pieces of milk tea become 30 pieces.

What young people do is to queue up in buy buy and then bask in their circle of friends.

Why?

No one thinks that tea and COCO are the same thing, and the brands are different, so there is no obstacle for everyone to pay for it.

Xiaobailing buys 30 yuan of hi tea, and it is difficult for him to lower the standard to buy COCO.

Home Inn: He Yi Hotel

In the same way, why are budget hotels getting worse and worse and luxury hotels becoming popular?

When you stay in a luxury hotel in 400 yuan for one night and then let you stay at home in 200 yuan for one night, you will never be comfortable.

But no little white collar complained to Zhihu:

Unscrupulous home inns reduce the supply of budget hotels, and build hotels everywhere to raise the cost of just-needed accommodation.

In our time, there is not much difference in consumption between middle-class white-collar workers and rich people.

As far back as the Cinderella era, the distance between Cinderella and the prince was100000 light years.

In modern times, although "Prince" has dozens of pairs of water crystal shoes, "Cinderella" can buy herself a pair after working for several years.

In most ways, there is nothing in the prince that Cinderella can't enjoy all her life. Cinderella, the prince's castle, may not have property rights, but Cinderella can rent it and enjoy it for a while.

In contemporary times, the gap in consumption quality between the middle class and the rich is much smaller than that between Cinderella and the prince.

In the field of pure consumption enjoyment, as long as you "moonlight", the rich can have everything.

This situation has led to a great change in the concept of consumption.

It is this change that we can see such an absurd scene:

On the one hand, Ling, who earns thousands of dollars a month, spends money lavishly and doesn't live at home. On the other hand, she complains that she can't afford to buy a house in Zhihu.

When a girl goes behind Lu's back by hook or by crook, MK will never get into her eyes again.

She would say to someone who told her to recite MK:

It is impossible to recite MK, and it is impossible to recite MK in my life.

It is easy to be frugal, but difficult to be frugal.

The quality of consumption can only go up and down, and to what extent it is upgraded, it becomes the degree of "just need".

Luxury cars, nannies, tourists and famous bags are all just needed, creating countless "just needed".

3) Only discuss the rent in the future.

We know that people who earn thousands a month are still the mainstream of society.

The older generation is still scrimping and saving, trying to save money.

The food market at home is too expensive, and many old people use their old age cards to take buses to further places to buy food for free, just because potatoes can be 50 cents a catty cheaper.

Go by bus in the morning and come back by bus at noon. Busy all morning, just to save 10 yuan's meals.

Where are the uncles and aunts? Although not as frugal as the old people, they are also very puzzled by the consumption concept of the younger generation.

They can't spend/kloc-0.5 or even 30 yuan to buy a cup of milk tea.

You can spend 30 yuan on a chicken soup in the market, but you just bought a drink that you don't think is delicious.

And I have to wait in line to buy this! Unbelievable!

The prices of steamed bread, steamed buns and fried dough sticks have gone up, and the older generation has thought of buying steamed bread themselves.

We can observe:

The older generation who scrimp and save can keep the living expenses stable for a long time. They can always find a way to buy cheap food. Although the pension may not be very generous, they can still save money.

However, in the young consumer market, consumption is so rapid that it is impossible to save money. It is normal to calculate the date of salary payment every month in order to pay back the credit card.

At present, a large number of personal deposits are concentrated in the hands of the older generation, commonly known as "coffin books".

In the concept of the older generation, saving money to buy a house is to keep the house, and eating, drinking and having fun is the loser.

Among young people, a few excellent and diligent people have earned a lot of wealth, while a larger part of young people have only consumption and no wealth.

Excellent young people can't harvest, and ordinary young people don't have much money for you to harvest.

At present, it will be out of reach for young people wandering in big cities to own property houses, and many of them have accepted the idea of renting a house to get married.

With the implementation of large-scale measures of renting and selling at the same time, the older generation has gradually gone away, and the "six wallets" have gradually dried up, and we will usher in an era of "zero savings".

Quality rental, a pure consumption activity, will have more and more market.

In the future, the topic among people will shift from house price to rent.

As a pure consumption activity, renting a house is very unstable, just like upgrading to He Yi, and 200 yuan becoming 400 yuan. If someone pays the bill, it is easier to double it.

There will be more and more phenomena of renting a house with Hermes in a BMW.

So, in the future, what is real wealth?

This article has been authorized.

Let me show you the underlying logic of wealth operation.