I heard that the low materialistic society is coming.

Grow with you all your life. This is Xiao Su's notebook.

Recently, I heard a term called low materialistic society. The so-called low materialistic society means that people's desire to pursue materialism is reduced, and there is no longer a strong demand for materialism as before. This is undoubtedly a shock to the view that we have always claimed that we live in a materialistic society.

This concept was originally aimed at the study of a new generation of Japanese consumers. Compared with the older generation, the new generation of Japanese consumers show the following characteristics:

1. Young people don't want to take risks, and they don't want to buy houses independently and take on high mortgages like the previous generation.

2. Fewer children, less population and insufficient manpower; On the other hand, it faces the problem of over-aging population.

3. A generation that has lost its material desire and desire for success: In a society where there is no "desire for material things" and one or two meals can survive casually, the "desire to get ahead" is also much lower than that of the previous generation.

At the same time, although the older generation has money, they seldom spend it, that is, there is a phenomenon of low desire and consumption in Japan as a whole.

In recent years, this statement is also very popular in China. Many media are reporting that the consumption desire of China consumers has declined. For example, in the automobile market, the consumption of low-end brands has dropped significantly, which has led to a decline in people's desire for automobile consumption. In the past, people pursued "five children can enter school", but now the desire for cars has declined. Does this mean that the pursuit of a house will also decline? Nowadays, housing prices in big cities have been high, which makes people desperate. Are they unwilling to take on high mortgage like the new generation in Japan? . . Similar inferences emerge one after another.

The above inference ignores another piece of information. Although the consumption of low-end brand cars has decreased, it has increased significantly in the high-end car market. Therefore, it is possible that people's desire for cars has not decreased, but the symbolic meaning of cars has changed. In the past, the automobile production technology was immature and the price was generally high. For people at that time, owning a car was a very respectable thing, just like when bicycles first came out, being able to afford bicycles meant stepping into another class.

Now, with the continuous upgrading of automobile R&D technology, the production cost of automobiles is getting lower and lower. It used to cost at least 400,000 to 500,000 yuan to buy a good car, but now you can buy a car with good performance for more than 100,000 yuan. In order to gain enough recognition, it needs something that only a few people can have. For a low-end car that most people can afford, it obviously does not have this feature. Therefore, people need to pursue something more expensive, such as a high-end car. Cars are not only the need for travel, but also represent people's identity.

In recent years, the post-90s generation appeared. With the rise of webcasting, young people have more opportunities to emerge. Many post-00 s have begun to enter people's field of vision. The fierce competitive pressure has not destroyed the new generation of consumers, but the huge mortgage pressure has become the driving force for people to struggle. Identity constantly drives people to consume some expensive things. In order to buy a brand-name bag, people can save money for several months and spend it on the live broadcast platform.

So I think according to the present situation, we are still far from a low materialistic society. At least in the RV market, this trend will not decline in the short term. It is not difficult to change people's minds. What is really rare is to change the tradition handed down from generation to generation!

Title picture: burhankhawaja

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Jing Xi yi ke

In the previous company, the leader encouraged his subordinates to buy real estate. One of the important reasons is that employees will work harder after they have the pressure of mortgage, and will not easily jump ship.