In recent years, with more and more luxury brands entering China, the strong consumer market has also made China the largest luxury consumption country. We saw various brands of bags and beauty cosmetics in the street. The overwhelming number of goods makes the public really confused about what a real luxury is. It seems that the more expensive it is, the more it is.

Is that high price a luxury? The answer is no, this is only a feature of luxury goods, but it does not mean that all expensive goods are luxury goods.

So what is luxury? To answer this question, we must first know what is "luxury". What is luxury? The CEO of Louis Vuitton put it this way: time, space and water. He said that real luxury should be those things that can't be returned, and non-renewable resources are real luxury, just like time and space.

Therefore, luxury goods must meet three conditions: first, luxury goods, and second, non-renewable and fragile. The essence of luxury goods is actually the unfair exchange of renewable and non-renewable materials.

We can finish a very beautiful dress in 300 working hours. But we won't have these 300 hours in our life again. Every excellent thing is fragile and sad, so its existence will be more meaningful. Just like people die, no one will cherish life.

Coach, Michelle, Kors, Furla and other brands are favored by more and more young consumers because of the blessing of stars. The pricing of these brands in China has even exceeded 10,000 yuan, which is close to the basic models of familiar brands such as LV and Gucci. Many people think they are luxury goods. Are these new brands luxury goods?

The answer is no, brands like Coach are not luxury goods, but second-tier luxury brands. Furla, Guess, tommy hilfiger and other brands can only be regarded as very basic entry products, not even luxury goods.

Only a few of us are familiar with real luxury goods: Chanel, Hermes, Gucci and so on.

The difference between first-line luxury goods and second-line luxury goods is that besides price, brand history is the most fundamental difference. Second-line luxury goods are generally not established for a long time, and there is no historical precipitation and family development history. Most luxury goods come from countries with a long history, such as Britain, France and Italy. These historical meanings are not only a part of the brand value, but also the basis for the brand to continue.

At the same time, the choice of origin is also very important. First-line brands will basically choose to produce in China. Even if some of them are produced in other countries to save costs, some core steps are still completed in China to ensure product quality. Second-line brands directly choose factories in Southeast Asia for processing and production. In terms of design, many second-tier brands also make a living by imitating big-name designs.