Original title: open the door at the moment, 100-meter sprint rush to buy! People here are obsessed with luxury goods, even if the price goes up. There are "scalpers" in the ranking! What's going on? Source: CCTV Finance and Economics

On July 1, luxury brand Chanel raised the price of its products in South Korea by 8% 14%.However, in the past few days after the price adjustment, there are still a large number of people lining up to buy in front of major department stores every day.What is the reason why South Koreans are keen on luxury goods, and how does the market react?

A reporter came to a well-known department store in Seoul's Apgut Pavilion area, where luxury stores are crowded. Chanel's store is on the ground floor. After nine o'clock this morning, the line for panic buying has already been lined up for dozens of meters. People in front of the line sat on folding chairs, some with portable fans and some with umbrellas, and nearby merchants said that the heavy rain in the previous two days had not affected everyone's rush to buy.It is understandable to rush to buy before the price increase, but why is it so after the price increase? Some people in line told reporters that the prices of luxury goods will continue to rise, and only "today" is the cheapest.

With the exception of Chanel, there is a rush to buy in front of other representative luxury stores, and queuing for people has become a sought-after part-time job these days.Scalpers reselling their serial numbers are also out one after another, and at the moment when some department stores open their doors, there will be a scene of people sprinting to buy 100 meters.

South Korean consumers have a tendency to worship luxury goods, and despite the economic downturn during the epidemic, South Korea's luxury goods market reached about 85.7 billion yuan last year, ranking seventh in the world. While the overall performance of South Korea's three major department stores declined last year, in-store luxury goods sales rose 15 per cent year-on-year. The proportion of people in their twenties and thirties among luxury consumers is also growing year by year, and now it has exceeded 50%.

The popularity of luxury goods in South Korea is due to the famous brand effect of "the higher the price, the better" and the shift of Korean people's spending on overseas travel to the domestic market during the epidemic, young people are keen to achieve self-satisfaction by buying luxury goods. and showing off in social platforms and life is also an important reason.In addition, many young people also expect the resale of luxury goods to make a profit after appreciation, and regard buying and selling luxury goods as a way to make money.

As the prices of luxury goods continue to rise in South Korea, the controversy is also growing. Some commentators pointed out that although the turnover of luxury goods companies is high, they make little contribution to South Korea's society, and the quality of service is not rising but declining, while netizens say that the vanity of showing off with luxury goods is ridiculous. However, even so, South Korean consumers are still snapping up while complaining. Some experts believe that for luxury brands that are prone to sharp increases in prices, the vicious circle of getting more expensive and more expensive is intensifying. If measures are not taken to improve the abnormal consumer culture, it will not only be not conducive to the formation of young people's values, but will also have a negative impact on society as a whole.