Wu Guangqiang

    IN the midst of a slow global economy, Chinese consumers are the hope of some countries and regions around the world. In Europe, outside Paris’ Lafayette, it is customary to see a long line of mostly Chinese shoppers buying expensive perfume, cosmetics, leather goods, fashionable clothes and wines. Purchases of big brands such as LV, Chanel, and Gucci have become proof of an overseas trip. And in Hong Kong and Taiwan, an increasing number of mainland tourists are boosting the consumption markets, greatly helping the recovery.

    A recent report released by the Boston Consulting Group indicates that China has become the second-largest consumption country in the world. It has taken China only 30 years to grow from a poverty-stricken country to a flourishing one.

    Delighted as we may feel with our raised living standards, I have bones to pick with some downsides of my countrymen, which are a reflection of their immature attitude toward consumption.

    The ugly habit I most despise is the consumption of some rare foods such as shark fins, bear paws and goose liver, all of which are linked with bloody slaughter and cruel treatment of animals. Usually bland tasting, shark fins are more an indication of wealth and social status than a delicacy. Shamefully, Chinese are the main consumers of these bloody foods.

    Overconsumption by the fortunate is a controversial issue now. American retailing analyst Victor Lebow proclaimed in the age of affluence that followed World War II, “Our enormously productive economy...demands that we make consumption our way of life, that we convert the buying and use of goods into rituals, that we seek our spiritual satisfaction, our ego satisfaction, in consumption.” Americans responded to his call with unfettered “consumerism.” But he didn’t anticipate so many loyal followers in China. Foreigners are often puzzled over the undue extravagance at meals when hosts entertain guests.

    Another example of conspicuous consumption is the high ownership of gas-guzzling SUVs despite surging gas prices. So prevalent has consumerist definitions of success become that all rush to upgrade their possessions regardless of their ability. Some young people are even going to extremes to go on a shopping spree by overdrawing their accounts.

    Needless to say, overconsumption is a mixed blessing. While ever increasing consumption ensures employment and improvement of living standards, insatiable exploitation of resources threatens to exhaust or unalterably spoil forests, soil, water, air and climate. Massive human production activities have so significantly disrupted the natural balance that the world climate is becoming increasingly erratic. Hectic arguments are going on at one international conference after another over the climate issue without any concrete result. Who knows if humans have enough time to save themselves from a disaster of their own making. It seems a problem without a solution.

    Ironically, overconsumption can hardly give consumers the satisfaction they wish to attain from lavishly spending. Most ordinary beings take unreal scenes shown on TV or in movies as reality that they should accomplish. Middle-class families fancy leading the affluent life of the upper-class while others eye the life of a billionaire. In the end, the harder they try and more money they spend, the poorer they feel and less happy they are. This is what “psychological identification” is about.

    It won’t hurt to look at how wealthy Europeans deal with money. To my knowledge, Germans and people of other Western European countries care less for big brands than do Chinese. Having been rich for centuries, they may know some secrets about happiness that most Chinese new rich don’t.

    (The author is an English tutor and a freelance writer.)