Qixi Festival，A carnival of consumerism has just ended。Luxury brand contract advertising in Moments，Tell people to use jewelry and bags to “express love”。

Use "buy it" to express the prevalence of consumerism，It is the routine of brands and self-media，It is also a profile of China’s social wealth growth and 188bet login upgrade，Especially the emergence of the 400 million middle-income group with purchasing power，Not just luxury goods 188bet login，Education, culture and sports 188bet login are also growing in an all-round way。

Also，The post-90s generation known as the “most spendable” generation、The post-95 generation shows explosive 188bet login potential，Also become a user for luxury brands。

The central bank released the "Overall Operation of the Payment System in the First Quarter of 2019" showing，As of the end of the first quarter，Total outstanding credit card credit card overdue for six months is 797.4.3 billion yuan，In 2010 the number was 88.0.4 billion yuan。Ten years，The total outstanding credit card overdue for six months has increased nearly ten times。

Compared to ten years ago，China’s credit 188bet login scale has expanded more than ten times，Advance 188bet login and advance 188bet login are more obvious than in the past，With the upgrade of 188bet login structure、Increased credit channels、Platform merchants "create festivals", etc.，Whether it is the middle class with certain 188bet login power，Young people who still respect advanced 188bet login and refined 188bet login，Unprecedented improvements in the scale and quality of 188bet login of goods and services，Form the world’s most potential consumer market，It is also the support for China’s stable economic growth。

188bet login upgrade and anxiety among 400 million middle-income groups

Xiao Zhang (pseudonym), a post-85s Sichuan girl who works at an Internet company in Beijing, said she is heavily in debt，Doesn’t admit that he is middle class。She bought a house in Beijing a year ago，The down payment cost about 3 million。On physical 188bet login，She no longer changes her mobile phone frequently，I also wore a shirt that cost more than 20 yuan a piece bought on Pinduoduo。But what is indispensable is experiential 188bet login，For example, outbound travel and fitness 188bet login。

How popular has the word “middle 188bet login” been in the past two years？We media knows this well，Anxious to the middle 188bet login、Middle-188bet login lifestyle、Title articles related to middle-188bet login parenting，It is easy to become a hit；Consumer companies also shout that “those who win the middle 188bet login win the world”，Competing to be labeled as the standard equipment of the middle 188bet login。

Avocado、Overseas travel、Skiing、Marathon...lifestyle and 188bet login labels related to the middle class，Endless emergence。Who is the middle class？How many middle-class people are there in China？The term related to the middle class that can be found in official statistics is called "middle-income group"，Their 188bet login power is considered an important support for China’s economic stability。

Recent report released by Boston Consulting Group BCG，One-third of global luxury goods sales come from Chinese consumers。Chinese Valentine's Day，International luxury brands are “bombarding” advertisements intensively in WeChat Moments，This shows how much it attaches importance to the Chinese market。Foreign brands with declining financial reports，Also looking forward to the Chinese market as an important step in its comeback，The rapidly growing Chinese middle 188bet login is regarded by them as the savior to save the company's business crisis。

Early 2019，Ning Jizhe, Director of the National Bureau of Statistics said，Our country has the largest scale in the world、The most growing middle-income group，The National Bureau of Statistics made internal calculations，This group has exceeded 400 million people in 2017。Calculation standards for middle-income groups，That is, the annual income of a typical family of three in China is between 100,000 yuan and 500,000 yuan，China has 400 million people，There are 1.400 million households，Have purchased a car、Buying a house、Ability to travel in leisure time。

In the opinion of Judy, associate researcher at the Institute of Sociology, Chinese Academy of Social Sciences，The middle-income group in official statistics is a concept in the economic sense，Mainly based on income；The middle 188bet login is a concept in sociology，General reference occupation for indicators、Income and education level, etc.。

Although many middle-class people claim to be "middle-class" under the pressure of mortgage loans，Riddled with anxiety and insecurity，The standards for the middle class and middle-income groups are still relatively vague in China，Different cities and time points，Standards will change dynamically，But one thing is for sure，The overall purchasing power and 188bet login level of the pan-middle class group cannot be doubted。

Huang Zhen, a professor at Central University of Finance and Economics, also thinks so，The overall 188bet login power of the middle class is increasing，188bet login method，They are switching from "quantity" 188bet login to "quality" 188bet login，The pursuit of higher level and quality 188bet login。In terms of income，China’s middle-income group is expanding，The overall 188bet login power is also improving。

Judy, who was still studying for a PhD in sociology in the UK in 2008，Have conducted interviews with 30 middle-class people in Beijing，Written a book on the 188bet login patterns of China’s middle class。Ten years later，She continues to pursue and study new changes in middle-class 188bet login。

As for the insecurity of the middle 188bet login，She once analyzed the anxiety of the middle 188bet login in BRICS countries，This kind of middle-188bet login anxiety is common in developing countries，In addition to the pressure of mortgage loan，The middle 188bet login still has medical insurance、Multiple anxieties about children’s education and elderly care。Social security fails to keep pace with economic development，It is a problem faced by BRICS countries to varying degrees in the development。The result is，The middle 188bet login is under greater pressure in life、Low risk resistance，Influenced their plans for life and future。

The new 188bet login power of the younger generation: advanced 188bet login?

If the middle class is the backbone of China’s consumer economy，188bet login momentum of the younger generation，Brings a lot of new trends to the consumer market。

The post-80s generation is called the moonlight tribe，The post-90s generation is called the Yueqian tribe。Luxury brands cater to Chinese young people，Boldly choose young traffic niche、Xiaohua serves as brand spokesperson。

The above-mentioned Boston Consulting report also mentioned，Luxury consumers under 30 years old contribute about 42% of 188bet login，The contribution of those under 35 years old is as high as 78%，my country’s luxury goods consumer market seems to be shifting from the previous generation to the 80s、Consumers born in the 1990s。

Compared to those born in the 1960s and 1970s who experienced the era of material scarcity，The growth of the post-90s generation has caught up with the booming market economy in China，Rich consumer goods，Rapid economic growth，The sense of security of advanced 188bet login and the expectations for the future are more optimistic。

Also，The threshold for borrowing money is getting lower and lower for young people，It also objectively facilitates advance 188bet login。In 2017, multiple ministries and commissions jointly issued the "Notice on Further Strengthening the Standardized Management of Campus Loans"，Clearly ban campus loan business，No online loan institution is allowed to issue loans to college students。

With the ban on illegal campus loans，In addition to the credit card business of traditional banks，Products launched by well-known Internet companies are popular on university campuses。

Xiao Li, a sophomore from a university in Wuhan, applied for loan services on multiple Internet platforms，The amount given to her by each platform is not high，As little as 800，As many as 2000，But these add up to more than six thousand。

Xiao Li told the 21st Century Business Herald reporter，She originally only opened "Huabei"，But the quota was quickly used up。Later I discovered that other platforms have their own “Huabei”，Easy review procedures，She opened them one by one。

“Ten years ago，I applied for a credit card but was rejected，Not even a university professor can apply for a credit card。" Huang Zhen recalled，In addition to the low lending threshold on Internet platforms，The number of bank credit cards issued is rapidly expanding，The threshold for issuance is also continuously lowered。

Except for the controversy over young people’s excessive 188bet login，Capital still sees business opportunities and vitality in young people，And young people’s optimistic expectations for the future。Compared to what Japanese scholars call "Japanese young people entering the era of low desire"，The employment environment of young people in Japan has entered an ice age in recent years，Pessimistic expectations for the future of the economy。But Judy also talked about it，Another aspect of low desire，You can also see that the 188bet login stage of Japanese young people is one step further than that of China，They are more reluctant to consume in kind，May pay more attention to experience and spiritual pursuit。

In Huang Zhen’s opinion，Whether to consume in advance，May be related to macroeconomic development。The economic situation was better in the past few years，Chinese people are willing to consume ahead of schedule，What are the future 188bet login trends，It still needs to be looked at in detail based on the future economic situation。

Loan 188bet login whether it is the middle class or college students，Whether it is advanced 188bet login。Song Qinghua, a professor at the School of Finance at Zhongnan University of Economics and Law, thinks，Credit 188bet login (or borrow money for 188bet login、Credit 188bet login) is inevitable under market economy conditions，Generally speaking, it is also necessary，Because the market economy is the credit economy，With the development of the financial system，Borrowing money will also increase 188bet login。Credit 188bet login is 188bet login in advance or 188bet login in advance，The trend of early 188bet login or advanced 188bet login in my country is generally normal。Not all credit 188bet login is excessive 188bet login，Only credit 188bet login that exceeds one’s ability to repay debt is excessive 188bet login。

At the end of the first quarter of 2019, the total number of outstanding credit cards that were overdue for six months was nearly ten times that of 2010。Song Qinghua thinks，The key is to see whether the ratio of the total overdue credit card balance to the credit balance payable is increasing。

Conspicuous 188bet login and grass-growing 188bet login

Ten years from 2008 to 2018，The growth rate of urban and rural residents’ deposits dropped from 18% to 7%，Per capita disposable income of residents continues to rise，It was also a decade of rapid growth in housing prices，Chinese 188bet login、Housing investment is growing rapidly，Although 188bet login growth slows down in first-tier cities，But from the perspective of total volume and 188bet login trend，First-tier cities are still 188bet login centers，Second- and third-tier western cities that are increasingly favored by brands are also bursting with new incremental potential。

As social media penetrates into people’s lives，188bet login of grass planting is popular，The voice of showing off wealth on social media is endless。Little Red Book, a lifestyle platform targeting young people，The trend of showing off wealth is prevalent，Some media ridiculed the bloggers above as "malasati per capita"、Everyone is white and rich”。

Compared to the middle-class 188bet login survey conducted by Judy ten years ago，From the perspective of changes in 188bet login patterns，The biggest change in the past decade is the rapid development of online 188bet login，Many goods and services are consumed online，Including consumer loans are also online。

Judy thinks，The declining trend of conspicuous 188bet login among the middle class has not changed，“Self-directed” 188bet login in pursuit of fun and comfort is on the rise，This trend has become more and more obvious in this decade。Typically, brands like Uniqlo are best-selling，Everyone no longer urgently needs big brands to prove themselves。But it does not rule out that conspicuous 188bet login still exists among different groups，Social media shows off wealth not only in China。

Huang Zhen thinks，We-media has stimulated conspicuous 188bet login to a certain extent，But he is sure，This only exists in some people，It is a local phenomenon。Conspicuous 188bet login is also the result of business advertising (using social media) planning to a certain extent，Create a social psychology of “If you don’t buy it, you will fall behind”。

The social psychology of falling behind if you don’t buy it mentioned by Huang Zhen，Has been played to perfection by merchants。Post-80s、The post-90s generation is obviously the “grass-planting generation”，Word-of-mouth communication from online 188bet login，Through the fashion blogger public account、Live broadcast, etc. are deeply rooted in the hearts of the people。In live broadcast blogger Li Jiaqi’s “Buy it”、“oh，My god” the devilish mantra，Batches of lipstick、The essence is snapped up。

For example, this year's Burberry Chinese Valentine's Day commercial "Love Is the Final Word"，The meaning of its communication copy，Probably explains whether it is loving others or loving yourself，Burberry is a gift that proves love，Catch all single and non-single people in one go。

Some people think that social media only amplifies the conspicuous 188bet login of Chinese people，The middle class and wealthy class also have an increasingly obvious non-conspicuous trend in luxury goods 188bet login。For example，Chinese people are no longer so keen on bags and clothing with big logos，Some luxury brands are also de-logoing。

Wu Zhiyan, a teacher at the Marketing Department of the School of Business Administration at Shanghai University of International Business and Economics, wrote in the book "Luxury 188bet login in China: The Rise of Non-Conspicuous 188bet login"，She found that her colleague wearing a MaxMara coat did not realize that she was wearing a big brand，Bought it because of the fabric and comfort；When she put a bag with a clear brand logo on the podium and was questioned，She felt embarrassed。In the book，She mentioned，The trend of luxury goods 188bet login focusing on aesthetics and functionality is becoming more and more obvious。

Discuss nationwide whether China’s middle class or young people consume excessively or show off their wealth，It’s hard to summarize in one word，Scholars’ research usually analyzes a certain city or group。For example, Shanghai and Beijing are both first-tier cities，188bet login patterns in cultural performances are all different，Shanghai people are more receptive to cutting-edge and fashionable performance forms and plays，Profound and cultural performances are more popular in Beijing，Whether it is analyzed from the supply or demand side perspective，There are differences between the two places。

For 188bet login in the social media era and the 188bet login situation of young people of the grass-growing generation，It is still difficult to find in-depth research。The issues worthy of attention are，Online makes Chinese people love showing off their wealth even more？Social media has magnified the display of wealth？

Huang Zhen’s suggestion，For young people，In the current financial environment, it is inevitable to be coerced to move forward，But it is still recommended that young people consume within their means，Consume rationally according to your own financial resources，Consume only when necessary，Don’t “conspicuous 188bet login”，Pay more attention to risk management，Must have the ability to control lending risks。

*This articleSource: 21st Century Economic Report,Author: Zhou Hui, Dan,Original title: "400 million middle-income groups have become the backbone of 188bet login，The rise of the post-90s advanced 188bet login generation》.