Impact of Chinese new rich on the society--Assignment代写范文

Assignment代写范文:“Impact of Chinese new rich on the society”，这篇论文主要描述的是自从改革开放以来，中国逐步从一个落后的发展中国家变成了国内生产总值世界排名第二的世界大国，中国的发展速度震惊了许多经济学家，也使得中国的富豪阶层的人数增加迅速，富豪人数的增加对中国的社会和文化产生了一定的影响。

Since the reform and opening up in 1978, China has achieved a rapid development in its economy, in 30 years, it has transformed to from an extremely backward country into the country with the second largest amount of total GDP in the world, many economists and scholars called it Chinese miracle (Ji and Gao,2014). The rapid development of China's economy has brought multiple effects on China's social, cultural, class, and many other aspects, the birth of a large number of Chinese “tuhao” is one of influences brought by China's rapid economic development (Zhand and Cui, 2014). In Chinese, the word-“tuhao” (hereinafter called as new rich) means those who are rich but lack of taste and culture (Fu, 2013). With their high-profile, exaggerated consuming behavior, the new rich attracts the attention of the majority of Chinese people, causing the widespread controversy and evaluation of the Chinese society on the new rich and bringing an impact on the concept of wealth of the Chinese society and the ordinary Chinese people, they affect the thinking and judgment of Chinese ordinary people in terms of economic development, wealth, luxury, social status and other aspects (Yu, 2014). The research purpose of this dissertation was to understand what impact that Chinese new rich brings the society. The significance of this study was on the basis of understanding consumer behavior characteristics of Chinese new rich, factors affecting consumer behavior of new rich in China, as well as how and why Chinese new rich accumulate wealth rapidly to analyze what China's new rich affects Chinese society, and the opinions of new rich and ordinary people in China on how to accumulate wealth, how to make use of the wealth in the context of rapid economic development and rapid increase in the wealth of the society. To learn the concept of wealth of Chinese people and Chinese society contributes to a clearer understanding of some of the characteristics of the current Chinese society to provide some useful reference and help for the study of academics on Chinese society, and companies who are about to deal with business with Chinese people (Feng, Hubacek and Guan, 2009). Contents of this paper study included four aspects, it firstly introduced the definition and everyday life of Chinese new rich, and the characteristics of consuming behavior. Secondly, it described the deep reasons influencing the consuming behavior of Chinese new rich. Thirdly, it summed up the impact of Chinese new rich on Chinese society. Finally, it brought forward directions on development and influence of Chinese new rich in future.

2.0 Introduction about Chinese new rich 中国新富豪的介绍

2.1 Life of Chinese new rich

Yu (2014) analyzed, in Chinese culture, in the past, "tuhao" refers to bad men with a tyranny based on their financial situation in a village. "tuhao" originally referred to despots in China's old (feudal) society, they were the rich and powerful despotic landlords in rural areas (Feng, Hubacek and Guan, 2009). "Modern Chinese Standard Dictionary" complements the new meanings, namely, "it also refers to the rich people who lack culture and positive values." With the rapid development of Chinese economy, there are many people who become rich in a short time in China, they are usually called “tuhao” in Chinese. In this thesis, they are also named as new rich. They are new rich, it is usually because although they have money, they love to show off and lack taste and refinement, they are vain and extravagant, they like comparison with joneses, so they are joked by many Chinese ordinary people (Chamon and Filho, 2014). Although Chinese public have dispute on the behavior of new rich, what the new rich has contributed to Chinese and even the global consumption market can not be overlooked. In 2012, the amount of Chinese people’s luxury goods consumption was 306 billion yuan (RMB), they has become the world's largest luxury goods consumer groups (Gu and Tam, 2013). Data showed that the new rich who accounts for 2% of China's population has consumed 1/3 of luxury goods in the world, they have become a pillar of global consumption of luxury goods (Chen and Peng, 2014). Chinese men like wearing Armani, they like choosing Louis Vuitton as gifts; Chinese women like wearing Chanel, they also love to give Chanel as gifts; they are fond of Cartier, Patek Philippe, allowing their children to wear Burberry; they have an access a variety of high-end private clubs, they like all products and ways of life which can demonstrate their exalted identity.

2.2 Characteristics of products that Chinese new rich like

Chinese new rich like products which have the following significant characteristics. The products should be dazzled; the brands should be famous, scarce, and the price should be high (Elliott, Chin and Tam, 2014).

The products should be dazzled, which is mainly reflected in that they pay a special attention to product design and packaging. They are always more interested in buying products with glaring looks, which helps to reflect the purchasers’ economic strength and maverick. For example, in 2013 Apple introduced the gold-colored iPhone 5S, in China, this gold was named luxury gold color, this color is considered to be proprietary of new rich (Deloitte, 2014). One hour after opening booking iphone 5S, the luxury gold color was sold out, there was no difference in functionality between the black, white colors, and the luxury gold color, but there was less new rich who bought the other two colors.

The brands should be famous, which means that they must be public known luxury brands (O'Cass and Siahtiri, 2013). Chinese new rich believe that only LV, Chanel, Hermes, and other luxury brands can be identified to show their identity, which is a typical conspicuous consumption. The products should be scarce, the new rich are more interested in a variety of customized services and products, a variety of limited edition products and services, which can better highlight their economic strength and attract other people.

The price should be high. To some extent, a higher price represents a high social status (Ling and Song, 2014). In China, the prices of luxury goods and luxury cars are nearly doubled than abroad, but which still can not impede the new rich to buy them generously, as this can reflect their status and wealth. Chinese new rich even adheres to a consumption concept that they only by the expensive rather than the correct things.

2.3 Characteristics of consumption behavior of Chinese new rich

Consuming behavior of new rich has the following characteristics, firstly, they like to show off, through a variety of ways such as Twitter, blog, mobile APP and video-sharing websites, new rich show their photos and videos to show off their luxury living (Gil, Kwon, Good and Johnson, 2012).There is the phenomenon of mutual competition between new rich, in order to show off that they have much more money than any other new rich, they will buy more expensive things, rather than the more suitable. Furthermore, there is a significant blindness in their buying behavior, the new rich are not very concerned about quality, connotation, function and cultural background of products (Shukla and Purani, 2012). For example, many Chinese new rich do not understand wine, let alone wine culture, but they often buy all kinds of wines. The purpose of their purchase is not taste and appreciation, but simply pursuit of the reputation of certain wine, or they buy because following some people (Capitello, Agnoli and Begalli, 2014). Finally, the consumption behavior of new rich still shows the features of impulse spending, they like spending money recklessly, buying a lot of expensive products all at once, and they also like to use cash in transactions (Checchinato, Colapinto and Giusto, 2014).

2.4 Psychological characteristics of consumption of Chinese new rich

2.4.1 Consumption psychology of the pursuit of self-realization

Excellent quality is one of the features that luxury should have, there is no compromise on quality, but the synonymous of high quality (Bian and Forsythe, 2012). In the traditional values of Chinese consumers, they believe that the higher the price, the better the quality, absolutely, a high price is for quality luxury (Li, Li, and Kambele, 2012). Therefore, for new rich who pay attention to the quality of life and have spending power, luxury consumption has become their way of life. They do not follow the crowd but choose different brands that meet their individual preferences, this is the best interpretation of self-realization.

2.4.2 Conspicuous consumption psychology

In the past twenty years, along with the rapid development of China's economy, as well as the imperfect of the market, the rich stratum emerged (Zhan and He, 2012). At first, they relied on sensitive detection towards the market and enterprising spirit to start their business on a shoestring, they completed the primitive accumulation in a relatively short time; later, through continued development or capital operation, their wealth was expanded rapidly (Zhang and Kim, 2013). As many of them did not have social status originally, nor were they valued and respected by the society, and now they are successful, they must demonstrate their value through a certain way to get social recognition and appreciation. Thus these new rich are through the purchase and use of scarce luxury with superior quality, high prices to convey information about their identity, wealth, status, which has become a natural choice.

2.4.3 Consumption psychology of conformity

Consumption choice of consumers is not entirely the result of individuals’ independent choice, it is often influenced by others (Zhan and He, 2012). One result of this effect is to produce conformity consumption. The so-called conformity refers to that an individual is affected by behavior of outside groups, and in his perception, judgment, cognizance, he exhibits behavior which is consistent with the public opinion or behavior of most people (Bian and Forsythe, 2012). In general, when he finds his behavior and opinions are different in the group or it is different from most people of the group, he will feel a pressure, which leads him to tend to be consistent with the group. Thus conformity consumption behavior occurs. People are most likely to take the same economic and social behavior as other people in the same class.

2.4.4 Gifting

In China, gift is an important link to establish and maintain social relations, luxury goods are considered as appropriate gifts. Thus many new rich buy luxury for gifting to safeguard and maintain relationships. Meanwhile in Chinese culture, the choice of luxury goods as gifts, they have more emphasis on brands, manufacturers and original countries. Currently new rich in China buy luxury from developed countries (e.g.: UK, Italy, France, etc.), which is a symbol of pride and being respected (Checchinato, Colapinto and Giusto, 2014).

3.0 Deep reasons affecting consumption behavior of Chinese new rich 中国新富豪消费行为的深层原因

3.1 Influence of traditional culture

From a historical perspective, China has been ruled by a centralized system for thousands of years, Chinese people have a relatively strong sense of hierarchy (Bian and Forsythe, 2012). In ancient China, officials, landlords and businessmen liked luxury consumption for showing off their status and comparing with other people (Checchinato, Colapinto and Giusto, 2014). In addition, there is a famous old saying in China which says that when a person is successful, he should wear expensive clothes made of silk and satin in coming back home, which reflects that traditional Chinese culture believes that a person should be through some external things to highlight its own identity and status. It is the impact of this traditional culture that makes Chinese new rich like consumption of luxury goods to show their own rich identity when they become rich.

3.2 Too fast, easy accumulation of wealth

From an economic point of view, the characteristics of Chinese new rich’s conspicuous, impulsive, irrational consumption behavior are caused by two reasons (Capitello, Agnoli and Begalli, 2014). First of all, Chinese new rich are most belong to the nouveau riche, they accumulate wealth much faster than foreign billionaires. In 2013 China has overtaken the United States and become the country creating the most 1 billion rich men for the world's capital markets, the number of the rich people reached 212 (Ling and Song, 2014). China has more people with the wealthy of ten millions, or millions of dollars. Most of the wealthy property was accumulated during 10-20 years, while many Western rich men were through the efforts of several generations to gain a huge amount of wealth, so they have formed a more mature concept of wealth (Shukla and Purani, 2012). Second of all, the means of accumulation of wealth by the new rich are mostly speculative and encountering a good market opportunity, they usually get rich without effort. For example, in China in the past 10 years, there was a large demand for coal, which led to that many mine bosses got rich quickly (Elliott, Chin and Tam, 2014)). As Shakespeare said, “one night, we can build a nouveau riche, three generations to cultivate an aristocrat” (Chen and Peng, 2014). It is because the accumulation of wealth of new rich in China is too quick, too easy, that makes them fail to form a correct view of wealth, resulting in their conspicuous consumption, avoiding assuming social responsibility and other consumption behavior characteristics.

3.3 Rapid changes in social status

Some new rich in China were from the bottom of society, they accepted less education, various coincidental opportunities made them rich in a short time. (Gu and Tam, 2013). For example, in China, some poor people in first-tier cities got a huge amount of compensation as their houses were collected by property developers; some rural residents acquired huge financial compensation because their land has been used for infrastructure construction by the country, these huge compensation made these people who were form bottom of society originally become new rich (Chamon and Filho, 2014). On the one hand, they themselves accepted relatively little education, nor did them have mature concept of wealth, on the other hand, they wanted to get rid of their past status of being despised as quickly as possible after they got rich, so they had the psychological needs to improve their social status by consumption of luxury goods (Yu, 2014).

4.0 Impact of Chinese new rich on the society 中国新富豪对社会的影响

4.1 Contributing to the social atmosphere of luxury consumption and comparison

In the 1980s, French blindly chased, respected luxury goods, which was similar to Chinese new rich today, top brands which were originally belonged to the nobility exclusively became the objects that French public snapped up (Zhand and Cui, 2014). But after that, Frenchmen gradually formed a rational, mature consumption attitude (Ji and Gao, 2014). Today, luxury goods industry is still the most important industry in France, but the products are mostly sold to Asia areas, overall domestic consumption in France begins to advocate simple and practical consumption (Zhang and Kim, 2013). Today, most Europeans agree with the consumption attitude of buying what they can afford, their consumption behavior is changed from the pursuit of pomp, brand, into paying attention to energy saving and utinity. The average level of luxury goods consumption in the world is using around 4% of own wealth to buy luxury goods, while in China, those who are willing to use more than 40% of their personal wealth to buy luxury goods are commonly found (Checchinato, Colapinto and Giusto, 2014). In China, those who are carrying an authentic LV bag for showing off in catching a bus are usually found on the streets. In addition, in the United States and Europe, luxury consumption must be based on strong economic wealth, consumers of 40 to 60 years old are main part of consumers of luxury consumption. However, 73% of consumers of luxury goods in China are less than 45 years old, 45% of the consumers are 18 to 34 years old. In Japan and the UK, this ratio is only 37%, 28%, respectively (Checchinato, Colapinto and Giusto, 2014). Many ordinary Chinese consumers are such keen in competition, their excessive worship of luxury is caused by many factors, the demonstration effect brought about by the new rich in China is also an important reason.

4.2 Inspiring the social phenomenon of hatred of the rich

In 2013, a survey on Chinese concept of wealth investigated by Chinese Phoenix Satellite TV showed that in answering “How do you think rich people in China?” Up to 65% of people believed that "wealth has original sin, only people with moral corruption can be wealthy"( Capitello, Agnoli and Begalli, 2014).  It can be found that rich men in China are generally psychologically ostracized by quite a lot of people, they are not respected by the society for their great wealth, they even suffer contempt from the people. The fundamental reason for "hating" the rich of Chinese people lies in the following areas.

Firstly, Chinese new rich get rich fast, their means to get rich is not identified by Chinese people (Shukla and Purani, 2012). In the West, especially in the United States, in the social equity mechanisms, creating a millionaire take decades, centuries, or even several generations of efforts, the opportunity cost to get rich is high, ordinary people can only change themselves through practical effort (Ling and Song, 2014). In contrast, China's new rich became rich overnight, such as some of coal bosses in China today, they became rich by costing lowly, in the history of their fortune, it was often associated with "corruption, injustice", it was extremely unbalanced social resource allocation mechanism, extremely unsound fair mechanism that made these coal bosses get rich in a very short period of time (O'Cass and Siahtiri, 2013). Compared with the rags-to-riches, there are another part of the social groups who are increasingly poor because of imperfect social justice mechanism, and some are even directly caused by squeezing by the upstarts. China's traditional culture believes that the trouble lies not in scarcity but in uneven distribution (Elliott, Chin and Tam, 2014), Chinese people are not afraid of poverty, but the poverty caused by unfair distribution, which is very objectionable for people and it creates a hatred of the rich.

Secondly, new rich in China does not assume any social responsibility (Yu, 2014). After getting rich, the rich in the West must first change their political status and get the respect of a society through charity and thrift, this sense dominates the morality of modern high society and middle class in Western countries (Chamon and Filho, 2014). Thus, in many developed countries, the rich spend their own money carefully but donate a lot to the society. On the contrary, many of China's rich people define their positions with their wealth, they do not restrict their extravagant ways of life with any spiritual tradition (Gu and Tam, 2013). After getting rich, China's rich men first show off to get the envy of the world, thus very few people participate in charitable activities. There are more than 10 million enterprises registered in the State Administration for Industry and Commerce in China, but no more than 100,000 enterprises have records of donation, 99% of companies have never been involved in donation (Fu, 2013). The number of wealthy in China is more than in the United States, but the amount of donations only accounts for 1/400 of which American wealthy contribute (Ji and Gao, 2014). Not only that, some of China's new rich often bully the poor directly or disguisedly by means of wealth, which will inevitably generate the poor’s hatred of the rich.

Thirdly, China has gradually increased the gap between the rich and the poor, which is easy to make members of a society to have a serious sense of being exploited or a sense of social injustice. According to the According to Gini theory, the Gini coefficient of a country, a region can reflect the degree of difference between the rich and the poor in this country or region. Typically, Gini coefficient is between 0 and 1, when Gini coefficient is 0, the social distribution is absolutely fair; when Gini coefficient is 1, social distribution is absolutely unfair (Ji and Gao, 2014). Relevant organizations of U.N. provide, when Gini coefficient is 0.4-0.5, the income gap is large and there is social turmoil; when Gini coefficient is more than 0.5, especially 0.6, a social will be runaway. According to statistics, the Gini coefficient of China before the reform and opening up was about 0.18; in 2007, it rose to 0.498. This shows that there is a growing gap between the rich and the poor in Chinese society (Zhand and Cui, 2014). On the one hand, although China has now become the world's second largest economy, China's per capita GDP is only about $ 6,000, which is still very far away from the standards of developed countries (Yu, 2014); there are forty million poor children in China, on the other hand, new rich in China consume a lot of expensive luxury, hold various large-scale luxury weddings, new rich with these extravagant consumer behaviors do not take into account the feelings of ordinary people, so that members of the society have a serious sense of being exploited or a sense of social injustice. Combined with the legal means of some new rich to get rich, the lack of equitable social distribution mechanisms, these factors have exacerbated the public's hatred for new rich.

4.3 Raising the thought of money worship

In today's Chinese society, widening the gap between the rich and the poor has become an indisputable fact. Wealth in a sense has become a measure of success in life, money worship has dominated people's values and social values. China World Wide Web launched an online survey on this in 2013, the results showed that 80% of Chinese Internet users investigated admitted that China is the first country of money worship (Zhand and Cui, 2014). Money worship is worshiping money blindly, money value is regarded as the highest value, all values must be subordinated to the ideas and behavior of monetary value(Gu and Tam, 2013). Mammonist thinks that money is not only universal, but is a measure of all acts. People may not like new rich, or even despise them, but to be fair, a lot of people want to be new rich, or become a friend of new rich (Feng, Hubacek and Guan, 2009).

As most of new rich got rich quickly, some of them even took some illegal means to get a huge amount of wealth in a short time (Chen and Peng, 2014). Such way of getting rich was not a very good role model for the society as a whole. Firstly, in the course of the pursuit of wealth, many people often hope to become an overnight millionaire, work hard step by step to accumulate wealth is too slow, so they want to get rich quick as what new rich did, this has led to a more impulsive Chinese social climate: people who get down to work are not respected, those who can earn money quickly are respected (Feng, Hubacek and Guan, 2009). Therefore in order to make money, some people lack long-term vision, they earn money at the expense of destroying the environment; some companies do not spend energy on the accumulation of technology, but take a technical plagiarism approach in production and sales. Secondly, some new rich’s legitimate ways to get rich also play a negative role, affecting by them, many businessmen make money in violation of business ethics, such as the food security problems in China is a typical example: to make money, these unscrupulous traders used counterfeit, inferior ingredients, resulting in frequent accidents of harm to the health of consumers (Feng, Hubacek and Guan, 2009).

In addition, only a few people become new rich, most people can not become rich, so many people are more willing to become friends of new rich (Elliott, Chin and Tam, 2014). So in real life, new rich often become the focus of a social circle, they are more popular than scholars, experts, doctors, teachers. On the network, their behavior of showing off their wealth is sought after by many people; in choosing marriage partners, new rich is often an ideal marriage partner (Fu, 2013).  However, the reason for why new rich are sought after by people is not because they are hard-working, socially responsible, or they have other good qualities and talents, it is just because they are rich. This reflects that a significant portion of the general public lack right values, it also to some extent reflects the general mood of money worship in the society.

In short, money worship is indeed popular in China, there are many complex reasons leading to the formation of this social atmosphere. Behavior and lifestyle of the new rich play a bad role in the society, which is also one of the main reasons for the popular money worship in China.

5.0 Anticipation on development directions of China's rich men in future 未来中国富人的发展方向

The new rich in China emerged under China's special political and economic environment (Gu and Tam, 2013). First of all, the rapid development of China's economy offered them the opportunity to get rich fast (Fu, 2013). Second of all, the immature and imperfect market mechanism, management mechanism and distribution mechanism, as well as legal system in China gave them the opportunity to become upstart (Chen and Peng, 2014). With the slowdown in Chinese economic growth, adjustment of the economic structure and improvement of various systems, in the future, the number of people who will get rich quickly will be greatly reduced, replaced by that more people will need to accumulate wealth by fair competition and hard work. Therefore, the author thought that in the future, the new rich in China will be more aware of the value of wealth, because their wealth will be acquired more difficultly, and in the future, as China's economic restructuring is carrying out, knowledge-based talents who are engaged in financial, technology industries and service sector are more likely to become rich, the personal qualities of the new rich should also be increased, they will more socially responsible, have more taste, and will be more recognized by the general public.

In addition, the rapid development of China's economy began in the 1990s, most Chinese new rich began to appear after the 1990s, there are no more than 20 years (Chamon and Filho, 2014). The new rich in China are characterized by being fond of showing off, the lack of taste, lack of social responsibility. The author believed that the reason for why Chinese new rich has these characteristics is largely determined by their too quick and easy accumulation of wealth. China has experienced wars, famine and the Cultural Revolution over the past 100 years, China has been in poverty and backwardness situation, it did not form a wealthy class, and therefore it did not form the mature concepts of wealth as European and American wealthy classes did (Feng, Hubacek and Guan, 2009). When some people in China became really rich, they lacked appropriate moral restraint, so the Chinese new rich have such characteristics. The author reckoned that with further improvement of China's economic strength and extent of the social civilization in future, the new rich China will begin to realized their mistakes, they will become more rational, mature, and have a good taste and a sense of responsibility. This view can be proved by the change of America's wealthy in the last century, for example, in the United States in the late 19th century, the new rich was also keen to conspicuous consumption and the "high life", but since the late 19th century, they began to reflect on, and in the early 20th century, they established a glorious tradition of charitable giving. This tradition not only helps the United States to become a stable and prosperous country, but also makes the American wealthy begin to form mature, rational, responsible concepts of wealth, allowing American wealthy to become those who are respected by the public.

6.0 Conclusion 结论

The research significance of this study was on the basis of understanding consumer behavior characteristics of Chinese new rich, factors affecting consumer behavior of them, as well as t how and why they can accumulate wealth rapidly to analyze the impact of Chinese new rich on Chinese society, as well as explore that in the context when China’s economy develops rapidly and the wealth of society increases fast, what Chinese new rich and ordinary people think of how to accumulate wealth and how to make use of the wealth. To learn Chinese people’s and Chinese society’s concept on wealth contributes to a clearer understanding of some of the features of the current Chinese society, so as to offer some useful reference and help for the relevant scholars to study the Chinese Society, and for those companies which are about to do business in China. In today's Chinese culture, new rich refers to those who are rich but lacks culture and positive values. Chinese new rich like products which should be dazzled, scarce, the brands should be famous enough, the prices should be high. The consumer behavior has the following characteristics, they like to show off, compare, consume blindly and impulsively. The psychological characteristics of their consumer behavior include four points: the pursuit of self-realization, conspicuous consumption, conformity consumption and consumption for gifting. Deep-seated reasons affecting their consumer behavior includes the influence of Chinese traditional culture, too easy and fast accumulation of wealth, rapid changes in their social status. What the rich affects the Chinese society are mainly reflected in three points. It first of all fuels the social atmosphere of luxury consumption and comparisons. Then it inspires the social psychology of a hatred of rich men. Finally, it contributes to the spread of money worship. The author believed that with further improvement of the level of China's economic strength and social civilization in future, China’s rich men will begin to realize their problems and they will become more rational, mature, have good taste and a sense of responsibility.

This study made use of a qualitative research method, as well as a large number of data of second-hand sources to discuss what China’s rich men impact Chinese society, but the research results of this study lacked appropriate empirical findings to support. In further research, empirical research methods, including questionnaires, interviews and other ways to gather first-hand information, through the use of quantitative and qualitative analysis methods to make conclusions more persuasive. In addition, this study took all Chinese rich men as a whole for research, but in fact, rich men in China can also be divided into a number of different groups, for example, some rich men are the first generation and some belong to the second; some of them get rich through legal ways, some of them may be rich based on "original sin." Rich men of different groups have different characteristics, they may have different influences on the society, these problems can be further analyzed in an in-depth study in the future.

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