Leisure: Blue collar white collar and gold collar brand life to the highest level

The atmosphere of the brand is distributed in the air. Whether you like it or not, the brand has surrounded our lives. Choose an unbranded life? This is basically an illusion. Excessive material development, leaving a brand's mark on every level of life.

At a deeper level, the brand is an expression of people's emotional appeal. It maps out a way of life and people's attitude towards things. The brand has become the stuff to defend its own life and identity.

When life is full of brands, lifestyles follow the brand. Modest people say "I only go to Sanlian Bookstore to buy books," and Zhang Yang's people say "My socks are bought at the Palace Hotel." The name brand likes to use its own method of assigning levels, such as "successful people" supplies, such as highlighting "the emperor's dignity." Brand makers also try to guide people's consumption by shaping cultural tastes.

However, consumers are not slaves to the brand. They are loyal to the brand, but also do not forget their moneybags.

What kind of brand life does blue-collar, white-collar and gold-collar workers have to earn, spend, and live? In a sense, there is a full-fledged battle between people and brands.

Blue Collar: Playful and Fun

Each city has blue collars. In small cities, their income is a hundred-dollar series. In the prosperous areas such as Shanghai and Beijing, the income of about 1,000 yuan also belongs to this category. They also face the powerful propaganda offensive of many brands every day. At home and abroad, the brand's jump flashes, look, think, buy buy is the basic mode of brand consumption.

The brand life of blue-collar workers is more reflected in the struggle between face (brand) and Lizi (economic strength). The result of the struggle is that the two parties have reached a compromise, with both face and face, which is the high realm of brand consumption.

Clothes: Cheap stores and unfamiliar brands are frequent choices. However, on weekends and holidays, she will invite three or five friends to visit the commercial street. The best is to meet the brand-name store promotions, 50% off the audience and the most exciting internal sales price. When this happens, she will not hesitate to make money. On the hidden level, the use of fake brand names and parallel brand names is also part of her brand life.

Food: Usually, he went to the shop to eat a bowl of noodles for 4 yuan. When he met a friend, he took them into the Xiangcai Restaurant, Sichuan Restaurant, or asked for a piece of beef that was fried. When you have money and feelings, bring your girlfriend to the local famous restaurant.

Live: The house is generally occupied, but the renovation of the house is very much care. If the situation permits, the floor should be solid wood, the sofa is leather, and the sanitary ware in the kitchen and toilet is imported. The range hood and gas stove are all domestic famous brands.

OK: go to work every day, take the bus, or change the bus for the subway. If there is no painful experience of being stolen, then the bicycle will be a brand of more than 800 yuan. On the contrary, only dare to ride a low-priced car of about 200 yuan.

Play: Always visit the city's parks and attractions. I hope to travel one day to a famous tourist destination.

Use: very popular and well-known brands, such as "Dai Bao" facial cleanser, "Diamond" washing powder and so on.

Miss Liu: Happy Amoy Brand (Shanghai, Machine Tool Plant Assembler)

There is a brand store on Nanjing West Road called "Bao Shi Long." Since July of this year, the promotion method has been constantly changing. The earliest one is to buy one get one free, followed by a 50% discount in the audience. At the end, the price is the internal promotion price of employees. I fancy a women's wear, dozens of times before and after, to the last day of the September 1 internal promotional price, only to buy it, only spent 19 yuan, and the original price is 118 yuan.

On Saturdays and Sundays, Nanjing Road, Huaihai Road, and Xujiahui are places I often visit. There is a collection of clothing brands all over the world that can be said to be popular with Hong Kong and Milan.

In Shanghai, many people still remember the life of fake brand names on Huating Road. Of course, the Huating Road market has disappeared, but there are still many called “Xinhua Pavilion”, “Xiaohua Pavilion” and “Old Huating”, which are distributed throughout the city. Many small business hawkers even wrote on their own signboards that “the original Huating Road, a certain number” to attract consumers.

Why are you willing to visit Huating? Because you can spend half a price or less money to buy world-renowned clothing brands, such as Lee, ESPRIT, KENZO and so on.

I can live close to the house, but the furniture is never sloppy. The sofa is made of leather and bought from the Golden Hippocampus Furniture City. The sanitary ware in the kitchen and toilet is imported, TOTO brand. Range hoods and gas stoves are all brands of the United States.

The brand of daily necessities is based on practical and economical principles such as Lux Shampoo and Sunsilk Soap.

I live happily and I am very happy.

White-collar: Packing and highlighting taste

The income level of a white-collar worker is a thousand-dollar level, and the income above 4,000 yuan can be considered as a white-collar worker. High academic qualifications, high income, and high consumption have become the necessary characteristics of contemporary white-collar workers. White-collar workers are no longer their status as natural persons. They are more like Japanese gifts and have a lot of good-looking packaging. White-collar workers also use these packaging. Focus on the eyes of others...

Clothing: They care about dressing . They not only wear brand names, but also have a strong sense of design. No accessories can be taken lightly. They love to use brand names to highlight their own tastes. Their shoes and handbags are never sloppy, and tens of dollars of discounted shoes are not likely to appear in their shoe cabinets. Even casually snaking small cloth bags when shopping are absolutely "famous." For those who pay great attention to the meter and have a lot of parties, expensive, high-quality perfumes and cosmetics have become indispensable "weapons."

Food: They often went to KFC alone, sitting in a window near the place to eat double fried chicken wings. Unlike gold collars, they can eat from the upscale western restaurants to specialty game restaurants and canteens, and eat from the city to the outskirts of the city. As long as they are delicious and the decoration is not too sloppy, they can accept it completely. They must drink freshly ground coffee, wine to drink grapes, top grade, general goods are OK.

Live: They usually live in a mortgage house, and like the kind of high-rise apartment with a well-managed community, a beautiful environment and a clubhouse. In their apartment, air conditioners, refrigerators, washing machines, computers, stereos, and rattan sofas are all small, and they are all well-known high-end brands.

OK: Every day, a luxury bus that travels through the city is an integral part of their lives. For them, it is also a good idea to borrow money to buy a medium-low car.

Play: They tend to exercise in health clubs; they go to the city's most popular bars, cafes, and winds in the mountains when they are relaxed; when they have time, they will ask their friends to play squash and bungee jumping. And rock climbing; they often appear at night in supermarkets, shopping malls, restaurants, lounges, coffee shops, they are the main force of consumption. Tourism chooses places of sublimation such as Yunnan and Tibet.

Use: Follow the trend of mobile phones and digital products. They regularly buy magazines from foreign countries and Hong Kong and Taiwan.

Xu Ding: Fun First (Xu Ding, Shanghai, Marketing Director, Suweiwei Pharmaceutical Co., Ltd., annual salary: 180,000)

What I think of as "brand" is not equal to "brand" in the first place. The latter is just affixed as a label. The meaning of the brand is fun, image and quality. There can be a sense of brand in all aspects of clothing, food, housing, and lifestyle, but it does not mean that you must buy a famous brand. My point is: Do not give yourself pressure. In terms of brand, I may also choose the simple type, Dunhill, Armani. I personally prefer conservative types of clothes. I usually buy clothes abroad. Because domestic buying is not worthwhile. The first thing I buy is color, not brand. In the final analysis, the brand concept is the shaping of one's own image. What can one look like? In fact, one person also has his own brand. (transcript: so)

Frank long: Body contact brand (Frank long, male, Guangzhou, public relations company press director, annual salary 150,000)

Items that come in direct contact with the body must use brand names. I like to have a personality brand, like the Dutch J-star, leisure, outstanding personality, always have some wonderful performance in some casual areas. So sometimes I also wear Tang suits and folk costumes, of course, after being fashioned. Recently, I like to wear military uniforms. The kind of American-style and German-style genuine military uniforms. I'm more than 1 meter 8 and wearing a military uniform is very good. I like a brand of shoes called “From the ocean to the top of the mountain,” also called the “Pedestrian” brand. It gives me a feeling of vicissitudes and walking. In daily necessities, direct contact with the body must use a brand name, this sloppy, I use Japanese men's skin care products. Perfume I must use a brand of 3 days is not loose, Colofne I like to use. Furniture I like the original, made of logs, has nothing to do with the price, as long as you like to move. I will keep up with the trend of mobile phones and digital products. I like off-road vehicles and I am ready to buy them for driving afterwards. I like to travel to places where I can talk to my soul, like Tibet, Shaanxi, and Xinjiang. When I come to those pure places where you cry, I feel as if I'm returning to my mother’s womb. It's warm, safe and simple. (transcript: Peng Junyan)

Golden Collar: Describe Identity + Highly Confidence

Market demand has spawned a new generation of super white-collar workers - Jin Ling. The general salary of the gold collar is more than 300,000 yuan, and some are even millions. Most of them are the company's CEO (CEO), CFO (Chief Financial Officer) or COO (Chief Operating Officer). The only brands that can describe their extraordinary identities are the ones that defy their identities, and these brands are full of everything about them...

Clothes: They usually sneak in and read fashion magazines to correct their tastes. Famous names in fashion magazines are flying. Naturally, they are also surrounded by famous brands. They do not wear four: First, try not to wear a rigorous suit suit (except for special occasions), and second, do not wear messy brand names, the third is not to wear poor clothing, and the fourth is not to wear the undesired clothing sent by others. They love the world's top brands that are not embroidered on their clothes, do not wear any brand labels, but are extremely elegant and expensive, and there are usually more than 8 such suits in their closets for different major occasions. They are pursuing sophisticated ways to deliberately show their incommensurability, find comfort and unique pleasure among a large number of brand names, and then show a high degree of confidence in their wisdom. Most of the time they use their shoes like Li Zechen. Suits, but more often they are more willing to use T-shirts with suits, this style was once all the rage.

To buy clothes, they will definitely go to Paris, because they feel that only elegant and elegant fashion in Paris can show their own taste.

Food: They are also very particular about eating , the restaurant must have an atmosphere, Italian, French Western restaurant is the first choice.

Live: They love the noble residential areas or small villas with clubs. The traffic does not have to be convenient. The furniture must be elegant and elegant. They travel frequently, take first-class planes and live in five-star hotels.

OK: They usually have more than two cars, one for their families and one for vacations across the valley and grasslands. If you buy a car, they will prefer BMW, Mercedes, Audi, Regal, Mitsubishi Jeep.

Play: Their nightlife is exceptionally rich, often soaking upscale bars and nightclubs, because it reflects the refinement and consumer power, is the best place to make friends. Afternoon on weekends, they usually sit lazily in the cafes. A cup of cappuccino and a laptop can be spent throughout the afternoon. Hawaii and Pattaya are their top choices during the annual holidays.

They pay attention to the image. Even though they go to high-end fitness clubs for swimming less than 10 times a year, they still do not hesitate to purchase expensive club membership cards.

Use: The laptop must be the latest, and the business pass must be color display. They all have their own hairdressers and cosmetologists. Bathing and cleaning products must be international brands. The public brands that can be seen in supermarkets will never appear in their bathrooms.

Helen: I love classics (Helen, female, senior advisor at Ogilvy & Mather Communications, Shanghai, with a salary of 500,000)

My brand concept may be related to my work. I often contact the world's top brands, so I also focus on building a branded life. For example, perfume, I prefer a lot of perfume brands, commonly used Lancome, Lanvin, their fragrance will last long, so I always feel happy when working. Most of my clothes are bought abroad. I prefer Laurel Lauren. I rarely buy clothes in the country, and I don't like to do anything. Even casual clothes are mostly of the Ralph Lauren series. In Shanghai, I often go to a department store like Paris Spring, but mainly to see and not buy. I like brand-name clothing because they are guaranteed. Fabrics, workmanship are very elegant, and they are very durable. It's not that they will be outdated next year when they buy it next year. They are always classic, and it is totally personal preference that affects me. I don't like diamonds, but I love sapphire. I like Cartier's ring. For this trinkets, I am very obsessed. I think the brand's name and practicality are very important. For example, I have an Audi in the United States. I like to drive while traveling in the United States. The emotional factors in the brand are also very important. There was once a good friend who sent me a Wan Baolong pen. Now it seems that it is very popular, but I still like to use this brand because the emotional factors have already dissolved into the brand's association. bingo. (transcript: so)

Jack: Refraction of the Inner World (jack, Guangzhou, General Manager of Saint Eli Cultural Communications Co., Ltd./Art Director of Tianjin Xinsi Road Model Co., Ltd., annual salary: 400,000)

My job is to cultivate models, so I often mix in the fashion circle, which makes me particularly concerned about the taste of men. I think a man's dress can reflect many things in his heart, men's clothing and accessories must be refined. I often wear clothing such as Amain, GUCCI, POLO, PRADA, Boss, BURRY, Versace, and Dunhill. Socks are generally POLO and BURRY. Panties are CK, Montagut, and Korea's Icarus. Like Amain, GUCCI, POLO are more suitable for fashion men to wear, and Dunhill is suitable for men wearing solid, I wear different clothes on different occasions. I pay more attention to the quality of life. I use Jifan Xi for bathing and Anew for face cream. When I'm tired, I will bathe with natural essential oils to relieve nervous fatigue and relieve muscle soreness. I am very particular about using perfumes. When I use Elenenes for sports, I usually use Saint Laurent, JAZZ and GUCCI. I think men's use of perfume is a kind of educated performance. The subject of the conversation is in a fragrant environment. His (her) respect.