However, behind the aura of the 300 million new middle class, 95% of the "new middle class" feel anxious.
"The Time for Adults to Collapse", "Keeping Healthy in a Thermo-flask" and "30,000 yuan a month can't afford a summer vacation for children" ... Countless urbanites have sharpened their heads and squeezed into the ranks of the new middle class, bearing the burden under the coexistence of pressure and motivation.
For the "new middle class" who are exhausted by the law of the jungle in modern society, home seems to be the only cure.
Spending money on "home" is the choice for the new middle class to pursue the quality of life.
"Hope to be different from others" is the biggest difference between the "new middle class" and their parents. Consumer psychology has changed from "herd consumption" to "individual consumption", and they are more willing to spend money on "preferences".
The 20 18 China new middle-class family consumption index report shows that more than half of the new middle-class families spend more than 200,000 yuan on home decoration, and 1.5 families even spend more than 300,000 yuan on decoration. With the progress of intelligence and information technology and the increase of consumers' income, the customized home brand led by Shangpin ZJS makes it possible to customize home. Under the customized consumption mode, the new middle class can enjoy the personalized service of "one-stop package".
The new middle-class families who pursue the quality of life have not only met the basic living needs, but also have higher requirements for space design and taste. In the face of the picky new middle class, what is their inner style?
In the eyes of the new middle class, the "national tide" is the real "tide"
A few years ago, major commercial brands were still attracting attention with "ins network celebrity style". Now with the rise of "national tide", the awakening of culture and the improvement of modern aesthetics, more people's oriental feelings are aroused, and "national tide" has become the most popular style concept in recent years.
The success of the Forbidden City IP triggered a national upsurge.
Interestingly, the concepts of "new middle class" and "national tide" appeared almost simultaneously.
As the name implies, "national tide" is "national wind"+"trend". The self-iteration of traditional elements under the modern trend not only inherits tradition but also conforms to modern aesthetics. The tide of "national tide" lies in self-identity and personality expression. Old things have become new styles. Compared with the popular "Japanese style" and "European style", the "national tide" is more distinctive and caters to the preferences and appetites of the new middle class. The rise of new middle-class consumption has undoubtedly contributed to the popularity of "national tide".
With the combination of China's traditional culture and modern aesthetics, the "new Chinese style" with the national tide gene has also entered more new middle-class families.
Shangpin ZJS Delivers Luxurious New Chinese Style: The Peach Blossom Garden of Every New Middle-class Family
In line with this household trend, Shangpin home delivery has launched a series of luxurious new Chinese styles-Splendid Oriental and Mu Xue Jiangnan.
"Splendid East" integrates the elements of cornice red brick into modern aesthetics, and the exquisite Chinese partition increases the sense of spatial layering. With a hint of the red touch of the Forbidden City, the royal luxury style is more dynamic and refreshing, and it also reinterprets the China heritage of serving the past for the present.
Drawing lessons from the "falling snow in the south of the Yangtze River" of Huizhou architecture, this paper perfectly integrates its charm into modern home space from the details of color matching, modeling and texture, and shows the gentleness and leisure of Jiangnan ink painting to the fullest.
The luxury new Chinese style series delivered by Shangpin ZJS, by refining the deep connotation of traditional culture, explores its beauty with contemporary trends, aesthetics and culture, and expresses it in a modern form, "luxury, exquisiteness and uniqueness", and every detail is interpreting the beauty of the new middle class.
Understand the small anxiety of the new middle class, and also understand the luxury, value and quality that the new middle class pursues at home. The luxurious new Chinese style delivered by Shangpin ZJS is the peach garden in the heart of every new middle-class family.