Today's topic is a bit exciting, and everyone must see the end.
Let me tell you an interesting little story first.
Friends who know me well know that I am very interested in real estate investment and spend a lot of time every year researching and inspecting houses.
Last year, I went to downtown Shanghai to see a house of more than 10 million yuan.
The seller is a local couple in Shanghai, they don't look good, and the clothes they wear don't have any logos.
However, it looks very good in texture, and at first glance it is a particularly tasteful Shanghainese.
Because ** can't talk about it, it has been a stalemate.
In the meantime I took the opportunity to compliment the man, and I said:
The Patek Philippe in your hand, to say the least, will cost 500,000, in fact, it is just a ** for me to give me one or two watches.
One is to ease the atmosphere, and the other is to suppress the **.
I'm not done yet...
The man came directly:The table is fake.
For a moment, the air was filled with our laughter.
I still remember the confidence and dashing spirit when he casually admitted to the fake.
Sure enough, fakes are an interesting topic.
Let's start by talking about why rich people buy luxury goods.
Quite simply, because luxury not only represents high quality, but also means that the wealthy can afford to spend it.
In order to distinguish the difference between the rich and the dick, it is a very practical and direct way to buy luxury goods.
Rich people in every generation like to "show off their wealth", they buy all kinds of things that ordinary people can't afford to use, and will envy or even envy when they see them.
In the past, the rich wore custom-made clothes, wore gold watches, and bought luxury cars.
This is enough to distinguish them from the ordinary class.
Especially in the 20th century, "flaunting wealth" is no longer limited to "luxury".
Live in a large villa, ask for a bilingual nanny, private jet, all kinds of private customization.
But luxury is still a weapon to show wealth, and don't forget, luxury manufacturers are for the rich.
So why should rich people, when they can afford it, also buy fakes?
If the rich and the poor are hierarchical, then consumption is also hierarchical.
For the rich, he may have just been upgraded to an ordinary rich man, but the consumption level he faced exploded all of a sudden.
After paying the loan for a luxury car and a mansion, and after deducting the necessary living expenses, the remaining money can only buy a luxury bag, but his class is telling him:
A bag is enough, a suit is just enough to wear to a weekend party, and Lafite's red wine is also good, and friends come and can be used to entertain.
The consumption system of the rich means that they have to pay a monetary price for their status.
* Xu Zhimo and Lu Xiaoman in the era were considered rich, but Lu Xiaoman was addicted to luxury, Xu Zhimo had to work everywhere, and he was tired of running around in order to live and died in an accident.
It is difficult to become rich, and it is not easy to maintain money, you must not think that rich people have delicacies and shark fin bird's nest every day.
There is no problem with making it occasionally, but it is also a lot of wealth to make it every day, can rich people not understand this truth?
What to do? Buy fakes.
Of course, they don't just buy fake brands, but buy real and fake.
There are bloggers on the Internet who broke the news after investigation:
In the circle of the rich, men look at their watches and women look at their bags.
If the ** of the watch and bag is more than one-tenth of the price of their car, it means that it is fake.
And the cars below 3 million are basically a mix of real and fake, and even two-thirds of them are high imitations.
Because it is not easy for rich people to make money all the way through, it is impossible for every luxury product to be real.
There are a lot of rich people around me, and they all do the same.
Like some limited editions and seasonal models, they generally buy real ones, that is, they can't buy real goods, and the fire is basically fake.
They usually drive a car with millions of dollars, and no one will suspect it even if they wear a high-quality imitation, and there are some business occasions that do require these big brands to support their faces.
Like going to talk about business and wearing a watch worth hundreds of thousands, the other party's attitude and vision are immediately different.
Here you might come up with:
Li Ka-shing wears a 2,000 Citizen City;
Zuckerberg's closet is full of inconspicuous gray T-shirts and hoodies;
Ma Yun wore dozens of cloth shoes and said that he was not interested in money......
These examples come from the fact that rich people don't care about what brand they are or not.
But is that really the case?
Li Ka-shing was the first collector of Patek Philippe;
Zuckerberg's short-sleeved gray T-shirt costs $400 a piece, and a hoodie costs $3,000 ......
I can only say that the big guys really don't care, what brand, what luxury, no matter how expensive it is, it is a bargain for their magnitude.
Rich people actually love to show more, but you can't see it.
When Wang Sicong participated in the show, the host asked him what he thought of the Internet celebrity buying the only Aston Martin in Shanghai.
His eyes were full of disdain: fake news, if there is only one in Shanghai, then I can only have it.
Ordinary rich people, of course, can't reach the magnitude of Wang Sicong.
They can't buy luxury goods at will, so they become big customers of high-imitation dealers.
High imitation is actually not cheap, especially the highest grade imitation, but it is too cost-effective compared to buying **.
And office workers will tighten their belts to buy a few classic models**, and claim not to buy high imitations, because after having a few pieces, you can use them repeatedly.
In this way, the rich people, who are richer than office workers, have become insteadImitationThe "spokesperson" of luxury goods.
So why don't brands fight counterfeiting?
The rate of counterfeit goods in China is as high as 65%, and the streets are full of fakes.
LV and Prada are also anxious when they see the fakes on the streets, and they have spent a lot of money to fight fakes, but the more they fight, the more they suffer.
Economists gave them an account and told them not to fight fakes, because the existence of fakes would make them more profitable.
There are no fakes, the rich can distinguish them from the poor with a few classic genuine goods, who will spend a lot of money to buy new products, and how can luxury brands make money.
Buying new products will bring real huge profits to the brand.
I secretly told everyone that there are many young people around me who earn millions a year, and they are a mix of real and fake.
It's really hard to see whether what she is carrying is true or not.
After all, they all earn millions a year, and it is not a problem to change the brand bag.
A female friend, born in 95, told me that she dared to buy a high-imitation bag only after earning one million a year.
She saidOtherwise, I always have no confidence, and I always feel that others think it's fake.
A lot of people accuse young people of buying luxury goods, I would like to say:
Buying luxury goods is a desire for a better life, which will force him to struggle and become a better version of himself.
There is no shame in buying luxury goods, and it is more shameful to be jealous of others using luxury goods.
Of course, don't eat instant noodles for a few months or even borrow money for a luxury;
Before buying luxury goods, make yourself an affordable person.
What does it mean to be affordable? The author of "I Love Handbags" once explained:
If you buy a bag for 30,000 yuan as easily as an ordinary person buys a bag for 300 yuan, you are a 'affordable' consumer. Such consumers will naturally drag the bag on the ground without care, and will naturally not be entangled in corner wear and metal oxidation, and will naturally use the canvas bag as a canvas bag, and the nylon bag as a nylon bag, and enjoy the ease brought by these materials. ”
After all, what you have to know is that no matter how expensive those big-name bags are, they are essentially just daily consumables.
Don't expect the following five points because it is expensive:
Expect the leather to be flawless;
It is expected that the leather will not wear and do not fade;
It is expected that the hardware will not wear out and will not fade;
Expect non-leather materials to have the same luxury as leather materials;
Expressing disappointment with design concessions due to the incompatibility between aesthetics and practicality, such as easy wear, small capacity, and ...... weight
I would say to these expectations: unrealistic.
Of course, I'm not hacking them, I just hope that everyone doesn't deify the big names.
No matter how big the brand is, it can't change the material properties, and the wear and tear that should be there will be no less of these big brands.
Luxury brands don't feel sorry for those little girls who eat instant noodles for half a year and save money to buy bags, and make the bags for them not old or rotten;
It also doesn't take into account that most people don't have a few big-name bags in their wardrobes, so they design their bags to be comprehensive and suitable for all occasions.
Luxury brands, of course, want to make money from the middle class, but they still serve those who can afford it. ”
It doesn't sound "comfortable", but it may be true.
Later, I also asked the female friend above to come to the business, and it turned out that the quality was really good, and the ** degree was also very high, at least to the extent that I couldn't see it.
I can confidently say that I have probably bought more ** than most people, and I used to be a staunch "**supremacy".
My collection) But in the face of this imitation in my hand, I felt my own ignorance.
yes, it's just a bag, and it's not high-tech, how hard can it be?
Then it occurred to me that perhaps it was precisely because it was difficult to distinguish between the real and the fake that so many appraisers were needed, and they were even forced to use professional tools such as magnifying glasses to identify the authenticity.
Now I'm also part of the army of real and fake. What about imitation, and what about the real thing? Besides, I really can't tell the difference that there is.
Over the years of entrepreneurship, I have watched people come and go, look at people's warmth and coldness, look at sincerity or falsehood, but these fakes are the most real.