愛馬仕體 炫富的背後

一條有關愛馬仕手袋的微博引起了網友的激烈討論與轉發，原來是前上海首富周正毅女友毛玉萍在微博發佈的一愛馬仕爲其定製五星紅旗Birkin包，引衆千網友吐槽。她在微博中稱這款包是愛馬仕全球藝術總監Pascale Mussard爲其定製。李開復領銜網友的惡搞浪潮，網友褒貶不一。

除了這款包包有違愛馬仕一向的簡約風外，後來爆出的笑點還在於毛玉萍連愛馬仕藝術總監“Pascale Mussard先生”究竟是男是女都分不清楚。

微博的話題可以時時變化，這炫富的背後，我們還是應該窺探一下

In a sentence, China is at the “show-off” stage of its luxury evolution, and displays of wealth have become a trend with staying power.

一句話，中國正處於奢侈品進化的炫耀期，張顯財富成爲一種潮流。

According to HSBC: The urge to splurge, China at the ‘show-off’ stage

根據HSBC報道：擺闊的衝動，中國處於炫耀期

In Chinese and Russian communist societies, individual property was not allowed and private wealth was traditionally suspicious. With the liberalization of the economy, a new class system was created where your place on the ladder may depend on how much money one earns, and owning luxury goods can help display the level of one’s wealth.

中國和俄羅斯社會主義社會，歷史上個人不得擁有財產，私人財富是令人懷疑的。在經濟解放後，新的階層體系被確立，即收入決定個人在社會中的位置，擁有奢侈品能夠幫助顯示個人財富水平。

The report cites a book that details the five stages of luxury evolution in Asian countries from “subjugation” to “way of life,” and China is smack dab in the middle at “show-off.” (In comparison, India is still moving out of “subjugation,” where people are deprived and start to build a desire for luxury brands. Japan has totally evolved to “way of life.”)

這份報告引用了一本書,該書詳述亞洲國家中從壓抑到生活方式的五個階段，中國在炫耀中期。（相比之下，印度正在從壓抑期中擺脫，在那裏人們人性被壓抑，正在開始建立對奢侈品派的渴望。日本則已經完全進入“生活方式”的時代。)

The “show off” stage is when consumers start “tripping over each other trying to acquire symbols of wealth and displaying them in a conspicuous manner,” according to HSBC.

根據HSBC的分析，”炫耀”的時代是消費者開始“互相絆倒來獲得財富的標誌並且以非常矚目的方式展示他們”。

So that explains the saga of the 20-year-old Chinese blogger who enveloped the country’s Red Cross in scandal when she posted photos of her luxury cars, handbags and villas online.

這就解釋了一個20歲中國博主，她在網站上展示了自己奢華的汽車，手袋和別墅，從而把中國紅十字引入到了流言蜚語中的現象。

The report concludes that as long as people in China continue to care about showing off their money, the market for luxury goods will continue to stay strong.

這份報告作出了結論：只要中國人一直關心炫耀自己的錢，奢侈品的市場就會持續牛市。

We conclude that as long as China stays in the “show off” stage, we’ll continue to hear interesting stories about spending and wealth from that corner of the world.

我們認爲只要一直處於“炫耀”期，我們就會一直聽到關於在世界的某個角落揮霍財富的有趣故事。