Someone changed this question and answer into an article and pushed it to Zhihu Daily. It's called "Why am I afraid to buy a house with an annual salary of one million?"

To this end, the Zhihu replied that he listed the reasons why he dared not buy a house one by one:

Babysitter, car, travel (staying in a five-star hotel), catering, insurance, child care, education, and rental expenses of 200 flat beds. . .

Not counting luxury goods, the monthly expenditure is 50,000-60,000 yuan, and if the respondent changes the rent into a mortgage, the monthly loan of/kloc-0.8 million yuan can only be borrowed for 30 years.

The total price of the 200-flat large flat floor rented by the main tenant is as high as15 million.

In this way, the first thing the respondent can't pay is11000000 cash down payment;

Secondly, they have been thoroughly used to the 200-level new large flat layer;

Let them pay 5 million deposits and 4 million loans to buy a 9 million 100 flat house;

They will never live there.

Therefore, he is afraid to buy a house with an annual salary of one million in Beijing.

The diaosi people looked at it and felt that it seemed to be like this, but they felt that something was wrong.

Look at the messy old single room in Beijing in the 1980 s rented by your group;

Every day, take out chicken leg rice with a discount of 30 15 in the unit meituan, and give away a bottle of iced black tea;

Have dinner with friends, have a meal 1 18 yuan's special sheep scorpion hot pot, drink some snow beer, and the average person will be dozens of pieces;

Wearing the shirt of Hailan House and Aokang's leather shoes, although they are not famous brands, they are also neat and shiny;

I can still buy boxes of snacks in Tmall supermarket.

Occasionally buy one get one free with Starbucks Star Card and buy a cup of coffee to drink.

. . . . .

Small white-collar workers spend 3000 yuan every month, and they are all human in the office building.

At first glance, apart from a Beijing house, the living standards of small white-collar workers are not much different from those of the rich.

"There is no difference between the boss and me except a house.

If I earn 30 thousand a month, the first thing I want is to buy a house with a loan. "

Therefore, diaosi people simply can't understand why some people spend one or two thousand yuan on rent.

Today we will talk about consumption.

1) Consumption upgrade

In recent years, a phenomenon has been repeatedly mentioned:

The sales of instant noodles have fallen off a cliff.

People suddenly lost interest in instant noodles.

Some people say that because instant noodles are mainly eaten on the green leather train, people used to eat several meals on the green leather train to get home, so they often eat instant noodles.

With fewer and fewer green leather trains, there is less and less demand for instant noodles.

Some people also say that it is because of the rise of take-out. Since I can order hot meals through take-out, why should I make noodles with boiling water?

Not only instant noodles, but also the sales growth rate of KFC, McDonald's, Ajisen Lamian Noodles and Haoxianglai Steakhouse is declining.

Coco, a brand of milk tea in previous years, can drink tea. Recently, Coco has been frequently challenged by Naixue's tea and hi-tea.

Xicha

DQ ice cream all over the street is disappearing now. . .

Nowadays, the market growth rate of budget hotels such as Home Inns, Hanting, 7 Days, Super 8 and Motel is also declining, and many "luxury" hotels, such as Heyi Hotel, have emerged in an instant.

At that time, all kinds of sports brands, Adidas, Nike, Puma and converse, basically occupied one floor of a big shopping mall, but now they have become frequent visitors to discount shops in various factories, and they can hardly be found on the normal shopping mall floors.

Dozens of pieces of hot pot and barbecue buffet, which were once seen everywhere, are now basically extinct.

Now when people mention buffet, they basically default to a seafood buffet of 300 yuan each.

As for Samma, Smith Barney, Oriental Camel, Jeanswest and Benny Road, you can hardly see them. All you can see is me&; CITY。

While Qinyuan bakery, Christine bakery and Lillian egg tart are everywhere, the appearance of LADYM still makes people queue up.

LADYM bakery

Some people will explain all this from the perspective of maketing making, thinking that these brands have rotted away, and they have stepped down from the altar. One generation has the taste of another generation, and they will eventually be overturned.

This phenomenon is called: consumption upgrading.

However, you got this upgrade at a huge price increase. The price between LADYM and Lillian egg tart is very different. How do you explain why people readily accept such a huge price increase?

I think that the explanation of consumption upgrading is not comprehensive.

2) A radical change in the concept of consumption

What you see is a table flip, not a consumption upgrade.

What I see is a complete change in the concept of consumption.

People are more sensitive to quality and less sensitive to price.

In other words, people have been spoiled.

You know, COCO milk tea is obviously more than half cheaper than hi tea!

Why is 15 yuan of milk tea beaten by 30 yuan of milk tea losing ground?

Recently, COCO began to take the high-end route, redecorated, and raised prices, only to barely pull back a game.

What you should pay attention to is that COCO Coco can regain the market by "increasing the price".

Similarly, "tribute tea" was upgraded to "four clouds of milk cover tribute tea", and it changed from a few dollars to more than twenty dollars, so that the incense of "tribute tea" was preserved.

This is very similar to the property market in recent years, which has "increased prices to go to inventory, and no one wants to reduce prices".

The reason may be that the housing prices in the second and third tier cities before this round of property market are too cheap, and the indigenous people have abundant purchasing power, which can basically be classified as pure consumer goods.

Similarly, the product iterations of KFC, Starbucks and McDonald's are also extremely fast.

However, the original Xueding coffee was not wanted for the second cup at half price, and many old products in many stores were no longer offered to consumers.

Looking back on the development of milk tea in recent years, at the beginning of this century, before COCO could drink tea and have a happy lemon, bubble tea, Taiwan Province, was popular in the market after landing, and a large glass of bubble tea with 3 yuan was still fresh in my memory.

But I don't know when, 8 yuan a cup of COCO will completely defeat 3 yuan a cup of Taiwan Province bubble tea.

Nowadays, Naixue's tea and hi-tea have pushed 10 COCO into the corner.

We know that the main consumers of milk tea are young and white-collar workers.

The small white-collar workers with a monthly salary of several thousand yuan are the main crowd shouting that houses are expensive and will collapse in Zhihu.

Regarding the fact that tea is twice as expensive as COCO, I haven't seen any young people shouting in Zhihu:

Unscrupulous milk tea merchants raise prices indiscriminately, and 15 pieces of milk tea become 30 pieces.

What the young people do is to queue up in buy buy to buy them, and then bask in their circle of friends.

Why?

No one thinks that tea and COCO are the same thing, and the brands are different, so there is no obstacle for everyone to pay for it.

When a small white-collar worker buys 30 yuan of hi tea, it is difficult for him to lower the standard to buy COCO.

Home Inn's luxury hotel: Heyi Hotel

In the same way, why are budget hotels getting worse and worse, and luxury hotels becoming popular?

When you stay in a luxury hotel for 400 yuan a night and then let you stay at home for 200 yuan a night, you will never be comfortable.

But there is no small white collar to Zhihu to complain:

Unscrupulous home inns reduce the supply of budget hotels, and build hotels everywhere to raise the cost of just-needed accommodation.

In our era, there is not much difference between the middle-class white collar and the rich in terms of consumption.

Far from the Cinderella era, the distance between Cinderella and the prince is 100,000 light years.

In modern times, although "Prince" has dozens of pairs of water crystal shoes, "Cinderella" can buy herself a pair after working for several years.

In most ways, there is nothing in the prince that Cinderella can't enjoy all her life. Cinderella, the prince's castle, may not have property rights, but Cinderella can rent it and enjoy it for a while.

In contemporary times, the consumption quality gap between the middle class and the rich is much smaller than that between Cinderella and the prince.

In the field of pure consumption enjoyment, as long as you "moonlight", you can have everything for the rich.

This situation has led to a great change in the concept of consumption.

It is this change that we can see such a ridiculous sight:

On the one hand, Xiao Bai Ling, who earns thousands of dollars a month, spends a lot of money and doesn't live at home. On the other hand, she complains that she can't afford a house in Zhihu.

When a girl carries LV by any means, MK can no longer enter her eyes.

She would say to the person who told her to recite MK:

It is impossible to recite MK, and it is impossible to recite MK in my life.

It's easy to be frugal and difficult to be frugal.

The quality of consumption can only go up and down, and to what extent it is upgraded, it becomes a degree of "just need".

Luxury cars, babysitters, tourists and famous bags are just needed, and countless "just needs" have been created.

3) In the future, we will only discuss rent.

We know that people who earn thousands of dollars a month are still the mainstream of society.

The older generation are still scrimping and saving hard.

The food market at home is too expensive, and many old people use their old age cards to take buses to buy food further away for free, just for potatoes to be cheaper by 50 cents a catty.

Go by bus in the morning and come back by bus at noon. The whole morning's busyness is to save 10 yuan for food.

Where are the aunts and uncles? Although it is not as frugal as the old people, it is also very puzzled about the consumption concept of the younger generation.

It is impossible for them to spend 15 or even 30 yuan on a cup of milk tea.

You can buy a chicken with chicken soup at the market for 30 yuan, and you just bought a drink that you didn't think was delicious.

And I have to wait in line to buy this! Unbelievable！

The price of steamed bread, steamed buns and fried dough sticks has gone up, and the older generation thought of buying noodles and steaming steamed buns themselves.

We can observe:

The older generation who scrimped and saved can keep their living expenses stable for a long time. They can always find a way to buy cheap food. Although the pension may not be very rich, they can still save money.

However, in the young consumer market, spending is so rapid that it is impossible to save money. It is normal to calculate the date when wages are paid every month so that credit cards can be paid back.

At present, a large number of personal deposits are concentrated in the hands of the older generation, commonly known as "coffin books."

In the concept of the older generation, saving and buying a house are guarding the family, and eating, drinking, and playing are the losers.

Among young people, a few excellent and diligent people earn a lot of wealth, while a larger part of young people only consume and have no wealth.

Excellent young people can't harvest, and ordinary young people don't have much money for you to harvest.

At present, it will be out of reach for young people wandering in big cities to own property houses, and many of them have accepted the idea of renting a house and getting married.

With the implementation of large-scale measures of both renting and selling, the older generation has gradually gone away, and the "six wallets" have gradually dried up, and we will usher in an era of "zero savings".

Quality rental, a pure consumption activity, will become more and more marketable.

In the future, the topic among people will change from house price to rent.

As a kind of pure consumption activity, the price of renting a house is very unstable, just like upgrading to Heyi, where 200 yuan is changed to 400 yuan, and some people pay the bill, so it is easier to double the price.

There will be more and more phenomena of renting a house while driving a BMW and carrying Hermes.

So, in the future, what is real wealth?

This article has been authorized.

Show you the underlying logic of wealth operation.