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Luxury comes from the Latin "Luxury", intended to "extreme breeding" from the original intent of view, the concept of the ancient people in luxury, only remain in the "quantity", the understandable as "something more than they could ever use," , and modern luxury, and more with "quality" concept, is what we often say "grade", embodied in the form, that is, price, price to clear to the grade of product in order to grade to reflect the concept of luxury, therefore, quality and quantity of luxury with the concept of evolution from quantity to quality is a luxury development process.

Chinese tradition, luxury, multi-stop in the "quantity", this stems from a shortage of time, to meet their basic needs of life after the quantitative consumption, which is to be our parents called "luxury", so the Chinese people's "luxury" band derogatory color, the same as "greed, extravagance and waste."

"Luxury brand" and "luxury" has a completely different meaning, "luxury brand" an international definition of "a people's survival and development needs beyond the scope of, with unique, scarce, rare and other characteristics of the consumer," the brand has a conspicuous, personality oriented features, its price is much higher than other brands in the same category, is a function not to use the brand to meet their basic needs of virtual technology, in marketing, the can be called "high premium" brand theory, known as the "high added - Value. "

China is still a rare luxury brands, mostly rich selection of foreign brands, the Western countries, especially European countries, why have so many luxury brands do affect the world?

Strategic Master Michael Porter "national competitive strategy" and "diamond theory" that an industry in one country has a competitive advantage, must have the four conditions formed by the four conditions for "diamond" of the four sides:

Diamond theory can not fully explain the origin of luxury brands

Factor conditions. Land (including natural resources), capital, labor, labor, education level, the country's infrastructure quality. In short, this element of the conditions is to provide a basis for product development; demand conditions. Domestic market is big enough; related and supporting industries. Referred to here is related to industrial chain formed by the international competitiveness; corporate strategy. The domestic competitive environment created a company's international competitiveness.

"Requirements" is the motivation generated by luxury, but Porter said that the demand conditions is quantitative enough to sustain demand for the development of the industry, but it is not the pursuit of luxury goods to quantify the market. Therefore, the "Diamond Theory" does not fully explain the "Diamond Brand" in western countries the reasons for, in my study of the formation of Western luxury brands history and found that its formation usually have in common:

Luxury brand was formed in the West between the 17-19 centuries; luxury arises because of the ongoing needs of the court aristocracy; the rapid development of capitalism, there is the growth of middle classes; the rapid expansion of urbanization; trade and exchange for the luxury brand internationalization and development.

Luxury brand's headquarters - in Europe, the palace's history is the nation's history, 15,16 century papal history of the most glorious palace, followed by France at the court on the development of unique in the world, the Middle Ages the wealth generated from the property ( like today's China), gold, silver and other mineral elements of the conditions have been grouped together by means of war in Europe, trade, traders through various means to form a huge "new aristocracy", the French Revolution when the nobles of the 26000, only half of the traditional nobility, most of the other half was given royal; from a list of the world process of urban development can be known, the late Middle Ages, population growth and urbanization are the most rapid period of time; it all for the luxury development of soil, we have can not imagine that luxury has now become the court's daily consumer goods, "Sun King" Louis XIV's traveling clothes on the mosaic of the 14 million francs in diamonds!

To know why China is not a luxury brand, you have from a macro perspective, analyzing the historical and social environment, analyzing the development and growth of luxury brands may be the reason. Only remain in the study of the development of individual luxury brands is no answer, the brand is the presence of micro-, to some extent, the course of history determine the shape of society, and society determines the form of class, class stability, determines the existence of luxury brands a hundred years to understand why the existence of the European luxury brands history, also understand that so many European luxury brands can be a hundred years tradition reasons.

Europe's history and does not split because of the revolution, class not because of the war and the integration to Europe there are still so many constitutional monarchy will understand that they had been and still is the luxury brand's consumers and lead by: the United Kingdom, Norway, Sweden, Denmark, the Netherlands, Belgium, Luxembourg, Spain, Andorra, Monaco, Liechtenstein, the royal family, the royal family is a symbol of the spirit of these countries, the leader of the royal family is the country's spiritual leader, if the spirit of the public have been led, and Also not to mention the values of consumption patterns and trends? Therefore, we see that in introducing the UK's richest man - Virgin Group CEO - Branson time, there is always a suffix - "Jazz", he in 1999, was canonized as the British Queen Elisabeth, Sir there is no feud, no territory, let alone dispensing weapons and fighters, this is only a "spirit of the title," "Jazz" is not money can buy, we can see a constitutional monarchy that the status of the spiritual leader of the royal family is not possible to use the material measured.

The royal family have always been luxury consumers, luxury brand's history, accompanied by the rise and fall of royal nobility, traditionally associated with the royal family are closely related to nobility, Cartier, Tiffany, Earl, Bvlgari are tailored specifically for the Royal jewelry brand, founded in 1847 and Cartier in Paris, France, in 1904 and was appointed as the British royal family royal jewelry suppliers, Napoleon III, Edward VII, including Spain, Portugal, Romania, Egypt, Morocco and Albania, Prince Royal also appointed to the Royal Cartier jewelry business. Cartier has been the world as the "emperor's jewelers, jewelers of the emperor."

Access to various consumer sites carrying pocketed a woman full of crazy money at home in each city, but who actually do pay for them? Recently, a Chinese women's financial status and purchasing power of the survey came out, the data show that China's urban women in the economy appear more independent of the signs of the most chic way to spend the money earned by themselves, and there are a considerable number of people generously more than half (55%) of monthly income spent on shopping at all.

The survey noted that 75% of Chinese women can not reach out to the other half, but use their own money to arbitrary shopping. 2000 women participated in the survey were from Hong Kong, Mainland China, Singapore and Malaysia, the results showed that women in Beijing and Hong Kong women's economic independence of the same occupy the top spot (both 81%), followed by Singapore, 74% of women, Shanghai women is 71%. Malaysian women in the most economically not independent, and only 42% of respondents said that they can not to their boyfriend or husband, ask for pocket money.

Last week, the local white-collar workers in Hangzhou (1 / 3 of married women, 2 / 3 for unmarried women with her boyfriend) conducted a small survey showed that more than 95% of normal consumption (buy a car buy a house, etc. big exception) are brushing their own credit card. And wage income and investment income is a woman the most important source of income.
87% of women believe that shopping has curative effect

In the survey, say why the habit of spending their own money, almost all women will say a word --- peace of mind. Do not know if that phrase by the impact of: taking someone's hand is short, eat other people's soft in the mouth.

Ann is a woman who likes to spend money shopping, took great pains to pull her husband out to the streets together, and now puts its own as the enjoyment of shopping, her husband is often found in her shop a month after the addition of a wardrobe of new dresses.

"No pull her husband went shopping together, you can make a lot of ears clean, but rather spend their own money shopping, but also allow her husband to shut up completely." Ann summed up the experience, "and her husband shopping together, not in the dressing room door hears to his bad comments, that is, he was unwilling to credit cards to pay for carrying a shopping bag after complaining: they bought so much. but every time I proposed to make myself pay the bills, he will spend a lot of disdain in the eyes to see look at me as if he had any doubt that I despised his economic strength. Well, from now on, I have shopping, spend your own money, you shut up. "

Survey shows that 87% of Chinese women will actually be shopping as a kind of therapeutic recreational activities, such as the units go where the consumer is not happy, and family bickering also consumption, and encounter all kinds of things will be satisfied with think of consumption, because they feel that, I felt very relaxed and your shopping. "I do not want to enjoy pure entertainment hit, such as the eyes of a man that does not happy, the absolute destruction of the largest agents." Jingjing to work in the foreign trade company said, "Moreover, to spend his own money, as long as I can start with Your point of no harm, but the men spend the money, must also be reluctant to back a discount to buy the 'virtuous' in name carefully for the sake of each other, but also thinking about how you could save a little money, which is too pure enjoyment of the do not enjoying to do no matter whether the pastime. "
compared to other, more easily achieved economic independence

All along, the "men, women inside," the concept of deep-seated, and women's status in the family is difficult to take the initiative. "Now spend your own money as part of the pursuit of women, often with a highly educated, high income. Younger women, but an education from childhood, and later working environment, all give them the independence of right desire." Counseling Center, Hangzhou Ling habitat Lu Jianhua, director of psychological counseling division analysis, "However, this part of the women are likely to live in small to solely take care of by their parents, with little autonomy and independence, even in the psychological is also very dependent on their parents. while work after the work they have a decent income, so the pursuit of economic independence that they became a breakthrough in the independent weakest. "

In the psychologist view, even if some high-income women, not necessarily easy for emotional independence and freedom to spend money to make money as they are most able to achieve.

In recent years, in order to make money for the thrust of the retailers have successfully mastered this feature women, such as jewelers who advocated "to their right hand to buy their own diamond rings," many women, once again in a "trap" in a copies of virtual "Declaration of Independence" succeeded in signing a single.
men are always not so straightforward

In our survey, the majority of women said their ideal state of imagination can be ascribed to spend men's money (provided that, and like to spend their own money, rather than because it is deliberately squandering other people's money), but In fact such a state difficult to achieve. Therefore, in a man's grumbling, as well as their own comfort and the two options, the majority of women decided to own pockets.

How men treat this problem? Lu Jianhua said: "In fact, many men's heart is contradictory, on the one hand do not want women in the economy too dependent on him, because it would give him cause great economic pressure, on the other hand Women do not want to completely rely on him, because he believes that this is also the feelings of two people one of the symbols, but also a way to reflect his values. "In an online posting, posting girls boyfriend's attitude was very strange, because he made it clear that "She was his first one to feed people, give her money so that he was very rewarding." Some men give women money to be a great achievement as their own point of view, women do not give somewhat courageously independent they "face" of the. Internet is more a man writing a blog that some of the women prefer to spend their own money, because they have reservations about the relationship between the two sides, in order to pursue personal absolute independence, so unwilling to be controlled by others.

"Japan is a society ruled by law, I just use Japanese law to safeguard their legitimate rights and interests." With this belief, in Japan, Himi City, Toyama Prefecture, a sewing company interns Shi Chunhong, China, July 24 Brave went into the Toyama City, Toyama Prefecture is located in the police headquarters, the company denounced to the police beat her the fact that management staff, as well as ice see the Police Department has disputed the findings. The same day, 28-year-old Shi Chunhong and support of her Japanese civic group "foreigners Trainee Network • Fukui," with members of the news media briefing held in Toyama, saying that "looking forward to the police to conduct a fair judge."

Shi Chunhong Toyama Prefecture Police Headquarters to submit a "Tell-like" show this year, June 18, because she refused to talk about their own cell phone number, this sewing a management company so he took a chair and officers beat her several times with the palm of your hand the head and face, causing his head injuries. As for the Police Department, "told" the reason is: ice, see the Police Department would conduct the investigation, the result is "this is because the management staff to spit Tu Mo Shi Chunhong caused." Obviously, such findings are "not right".

It is understood that Shichun Hong came to Japan in December 2006. In December 2007 by the trainees to interns. She has not been able to lease the company stated, but rather in the company belongs to a branch of.

Since the June 18 incident humiliated, Shi Chunhong June 24 quarters from the company moved out, to be "foreigners Trainee Network • Fukui," protection. July 6, Shi Chunhong Toyama Prefecture to the Law Society to apply the human rights relief.

Toyama Prefecture Police Headquarters, then to the media said: "The charge of the case of ice, see the Police Department in the investigation process of the acts are appropriate."

White-collar workers web site -> http://www.dsycm.com/