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We know that China is the largest and fastest-growing consumer market in the world. What is less well understood are the forces that shape consumerism in the world’s most populous country. Much of the research has focused on, for example, how Chinese consumers relate to foreign versus domestic brands, or the macro role of the Chinese economy as a driver. But in my view there are larger social and cultural factors at play that drive consumer spending. 1. Consumerism as freedom. To have a choice means to have consumer choice. You are what you consume. Consumption is an expression of self. It allows you to explore the world through its products, to experiment with lifestyle choices, and to do so safely and anonymously (匿名地). You might never get to France, but you can try French wine. California might be intimidating, but you can go to Shanghai Disneyland. Remember, China is only one generation out of poverty. Indeed, the enthusiasm for choice is reflected in the enthusiasm Chinese consumers have for online shopping. 2. Consumerism is a statement of success. American economist Thorstein Veblen popularized the concept of “conspicuous consumption”. When consumption is no longer driven solely by need, it becomes a way of making a statement that you have disposable income and you can — at least in certain respects — enjoy life on your terms. Simple pleasures — a pair of Nikes, a smartphone, designer clothing — become statements of personal identity. 3. The triumph of me-ism. Me-ism is not the same as selfishness, it is self-directed activity. The one-child policy means most Chinese do not have siblings, or aunts, uncles, or cousins. It must be ok to buy for yourself. No one is buying for you. Nowhere is this factor more evident than in the evolution of China’s Singles’ Day holiday into an explosion of consumerism. 4. Collective experience. We like participating in group events. FOMO, the Fear of Missing Out, goes beyond cultures. But I suspect this trend is stronger in China than in the West because Confucian culture does not celebrate outliers (离群的局外人) as does the West. Social media reinforces (强化) this collective pattern so that shopping and dining are shared experiences. Opinions are crowd-sourced. And the merchants reinforce this pattern by supporting holiday sales, group buying, and other promotions. Successful brands in China are able to tackle most or all of the above considerations. The consumer must not only be delighted with your product. The journey of the consumer must also respect these socio-cultural factors.【缺少答案,请补充】
When you’re a teenager with little life experience, it’s easy to build your entire life around what other people think. It can feel normal to let your friend’s ideas of what’s cool dictate the clothes you wear, how you behave yourself, and even the music you like. While this pressure is sometimes internal, teenagers are known for making each other feel ashamed if they don’t conform to social norms. And as we all know, young adults can be absolutely brutal in how they treat each other — not only those who are different, but even those who try really hard to fit in. Sadly, adulthood isn’t always a whole lot better in this respect. Not only will you experience pressure to look your best, but you’ll be forced to either keep up with — or ignore — the Joneses all throughout adulthood. That’s right, even adulthood has its groups of cool kids, rich kids, outsiders, and rebels. And sometimes, the way someone else spends their money can make you feel like you should be doing the same thing, too. After all, most people still want to fit in; it doesn’t matter whether they’re 15 or 50. But, should you give in to peer pressure and waste your hard-earned dollars? If you truly want to get ahead financially — and build a successful, impressive life — the answer should be a resounding “no”. The opportunities to spend money as an adult are nearly limitless, but they will drain your bank account if you give in every time. And at the end of the day, keeping up with your friends as an adult is just as pointless as it was in high school. Adulthood is a journey, not a race. Those who collect the most material possessions don’t earn a prize — no ribbon, no trophy, nothing. So, why does it feel like we need to compete? I’ll tell you why: Because every commercial on television, online, and on the radio is aimed at getting us to spend our money. Every ad campaign on Earth was created to convince us that what we have is not enough, and that we need this item or that service — and that we’re depriving (使丧失) ourselves and our families if we don’t buy it. Don’t believe the hype (大肆宣传). You have nothing to prove, and you’ll be a lot better off if you ignore the commercials, your friends, and the hype, and do what is best for you.【缺少答案,请补充】
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