Parvenu
Most of them accumulated their fortune during the period of economic
reform and opening of China in the early 80s. So they are given ‘Parvenu’ or
called ‘nouveau riche’. These people accumulated the wealth in a short
period by taking the advantage of policy incompleteness and leakages.
either, but they are smart to collect social resources to build their wealth
rapidly. Comparatively, they are younger than those humbled tycoons or
successful entrepreneurs. They are willing to spend much on luxuries, trying
to differentiate them from others.
On the psychology aspect, most people of this group are about to show off. In
addition, buying luxuries is another way to get rid of the poor images of their
past. They have a strong will to get into a high level class. However, due to
their poor background and low education level, these people have to ‘make
up’ or ‘change face’. Therefore, wearing luxuries and using luxuries are ways
to help them make a change on the appearance. More deeply, spending on
luxuries is a way to catch eyes from others. Parvenus want others to realize
their existence.
Not liking humbled tycoons and successful entrepreneurs, Parvenus don't
understand too much about the culture and history behind the luxury
product, and they are not even crazy about the quality or design of the
unique product. In a word, they want to show off their wealth, and through
using luxuries, they want to increase their prestige and image in the society.