爱马仕体:炫富的背后

一条有关爱马仕手袋的微博引起了网友的激烈讨论与转发，原来是前上海首富周正毅女友毛玉萍在微博发布的一爱马仕为其定制五星红旗Birkin包，引众千网友吐槽。她在微博中称这款包是爱马仕全球艺术总监Pascale Mussard为其定制。李开复领衔网友的恶搞浪潮，网友褒贬不一。

除了这款包包有违爱马仕一向的简约风外，后来爆出的笑点还在于毛玉萍连爱马仕艺术总监“Pascale Mussard先生”究竟是男是女都分不清楚。

微博的话题可以时时变化，这炫富的背后，我们还是应该窥探一下

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.

一句话，中国正处于奢侈品进化的炫耀期，张显财富成为一种潮流。

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

根据HSBC报道：摆阔的冲动，中国处于炫耀期

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.

中国和俄罗斯社会主义社会，历史上个人不得拥有财产，私人财富是令人怀疑的。在经济解放后，新的阶层体系被确立，即收入决定个人在社会中的位置，拥有奢侈品能够帮助显示个人财富水平。

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.”)

这份报告引用了一本书,该书详述亚洲国家中从压抑到生活方式的五个阶段，中国在炫耀中期。（相比之下，印度正在从压抑期中摆脱，在那里人们人性被压抑，正在开始建立对奢侈品派的渴望。日本则已经完全进入“生活方式”的时代。)

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.

根据HSBC的分析，”炫耀”的时代是消费者开始“互相绊倒来获得财富的标志并且以非常瞩目的方式展示他们”。

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.

这就解释了一个20岁中国博主，她在网站上展示了自己奢华的汽车，手袋和别墅，从而把中国红十字引入到了流言蜚语中的现象。

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.

这份报告作出了结论：只要中国人一直关心炫耀自己的钱，奢侈品的市场就会持续牛市。

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.

我们认为只要一直处于“炫耀”期，我们就会一直听到关于在世界的某个角落挥霍财富的有趣故事。