Chapter 30 Series of Surveys 2: Coal Boss Consumption Survey

The consumer life of the Shanxi coal boss has always been the focus of attention from the outside world.We intend to investigate this group from the aspects of "daily life consumption", "household consumption", "real estate consumption", "leisure travel consumption" and "collection consumption". This mainly refers to their usual daily food and drink consumption. "Sometimes I really worry about our physical health. Not to mention the high pressure of work every day, I still breathe the filthy air in this place." A coal boss said not without worry.

"Let's talk about the food. Before those finely processed 'mountain and sea delicacies' come to our mouths, who can guarantee that each process is 100% hygienic? In rural areas, our elders are in their eighties, nineties or even hundreds of years What’s more, it’s all a lifetime of poor food and hard work in the midst of hunger and cold, and now it’s normal for urban people to die in their sixties.” Another coal boss "metaphorized" his life in a more "visual" way: "We are like a hungry pig that has just entered the city, digging through the stinky and rotten junk food in the colorful urban garbage dump all day long. If this continues, can the 'pig' be healthy? We don't want to eat those every day Delicious delicacies, but people in the rivers and lakes can't help themselves!"

The survey shows that 100% of coal bosses go to luxury restaurants for business entertainment, and 90% of them do this every day.Long-term consumption of high-calorie and high-fat foods such as big fish and meat, it is known that more than 85% of coal bosses have begun to decline in physical condition, among which 70% are overweight, 80% of coal bosses are The body is in a "sub-healthy" state. Today, it has become a luxury for ordinary Chinese to own a house of their own. Under certain conditions, the number of houses owned has become the "standard" to measure the wealth of the owner.

This is no exception for coal bosses. There are many coal bosses who own several, or dozens, or even hundreds of houses. For the boss, it's also "a big witch": even if there are thousands of farmhouses, it can't compare to a corner of a mansion. That is to say, the consumption status and "hardness" in terms of the quality and grade of housing have become the "main indicators" to measure the quality of life of coal bosses. From the perspective of real estate categories, 60% of coal owners have purchased high-end villas.This is a reality we have to face. The poor boy who used to eat and sleep in the dilapidated cave dwelling has become the owner of a garden house costing tens of millions after decades.They show off their "best clothes and jade food" to the world, but keep secrets about their once bitter teenagers.

From the perspective of the purpose of buying a house, more than 80% of coal owners choose to buy a house for "self-use", and only 20% of coal owners choose "investment" like the "real estate speculators" in the south.It can be seen that the way of getting rich through real estate speculation is no longer recognized by Shanxi coal bosses. The main reason is that this kind of trick is "pediatrics" in their minds. From the point of view of the purchase area, about 20% of coal owners choose foreign resorts as their "palace" or "accompanying capital" in their lives. In addition, these people can also be seen in Southeast Asia, Hong Kong and Nanyang.

Overall, the majority (about 80%) of the coal owners in Shanxi still choose to build their properties in China, and as many as 80% of the coal owners choose the capital Beijing as their first choice for real estate. The strong "at the foot of the emperor" is closely related to the special complex. In the item of "House Purchase Expenditure", 30% of the coal owners spent more than 5-10 million yuan, and almost 100% of the remaining coal owners spent more than 4 million yuan. At present, the society pays the most attention to this project. This part of consumption is the theme of the consumption life of coal bosses, and it is also one of the focuses of the highest social "attention".

After the original dream of getting rich became a reality, the personal desires dominated by the get-rich-quick mentality expanded rapidly, followed by retaliatory, crazy, subversive consumption.During our investigation, we found that all personal belongings involving coal bosses, such as watches, belts, mobile phones, cigarettes, sunglasses, leather shoes, etc., are all permeated with luxury elements. "If you want to consume, you need the best." This kind of consumption concept that only recognizes "brands" and ignores "bags" accounts for 100% of the coal bosses.

After our investigation, we found that in real life, almost all coal bosses hold this kind of consumption psychology of "enhancing courage by price". In answering the question "What do you think famous brands mean to you", 70% of the coal owners think that this will show that they have "a quality in life" and "can get the respect of the society to the greatest extent"; 30% of the coal owners The boss believes that in social situations, he "appears to have status and status" and "will not be looked down upon by others". In answering the question of "the impact of the brand on your life", 90% of the coal bosses think that "this way people will not look down on themselves", and another 10% of the coal bosses think that it is "helpful to their career".The implication of answering this question is, of course, that in a real society where people are judged by their appearance, they want to "clear the way" for their "magnificent cause" with the "appearance" won by millions of dollars.

In the question of "the amount spent on clothes (suits)", more than 60% of the coal bosses spent more than 20,000 on a set of clothes.