On the cover, it says "A yogi who lives for righteousness and enjoys life". "Break up", only once owned, will there be the act of breaking up later. Life is not long, but there are more and more things accumulated over time. We always want to keep it first, maybe we can use it later. As a result, our bags are getting heavier and heavier, and every corner of our house is filled with all kinds of useful and useless items. Breaking up is an inevitable way to clean up useless things and reduce luggage.
At present, the popular "* * * enjoyment" mode has added a lot of convenience to our life after "breaking up". Actually speaking, the earliest enjoyment of * * * should not be "bicycles", but library books. This view is worth digging and establishing. We don't need to own a book, just borrow it from the library. And a book is more likely to be appreciated, read and used by more readers in the library.
The book is divided into four parts: 1, changes in consumer behavior. 2. A generation with new consciousness. 3. Men, women and families in the declining birthrate and aging society. 4. How to change cities and neighborhoods?
Consumption, in the first chapter. On the cover of this book, it says "The fourth consumption era is coming, and a new consumer group is born". The first chapter directly cuts into the subject.
Zhan believes that the first consumer society was from Dazheng (the first year of Dazheng 19 12) to Showa (the first year of Showa 1926). The consumption pattern is that white-collar workers work in the city center, live in the suburbs, go to the department store at the hub station to buy things, and then go to the amusement park along the line after rest.
The second consumer society began in World War II. The life of the middle class is popular, and the production and consumption are large. Consumers do not deliberately pursue the individuality of goods when buying things, nor do they pay attention to design. Consumption is mainly family-centered, and the upgrading projects are getting bigger and bigger. For example, cars, the greater the power, the larger the body and the better the quality; Color TV, from the initial 14 inch to 2 1 28 inch; The bigger the house, the better.
The third consumer society began in the second half of 1970s. People in this period are no longer satisfied with popular products, but begin to try more personalized consumption and pay attention to brand and design. The third consumer society tends to publicize its own personality.
The fourth consumer society got rid of the material richness and raised people's immaterial wishes, hoping to communicate with each other and form a community, hoping to change from complete private ownership to ownership or enjoyment. People's attention to the brand has also become lower, and the whole life has changed from luxury to simplicity, advocating ecological life, symbiosis with nature, not wasting energy and returning to tradition.
I don't know whether such a division of four consumer societies is reasonable. On second thought, our consumption concept is also quietly changing. To paraphrase the four consumption times of San Pu Exhibition, which level do we belong to? Obviously, the fourth era of * * * enjoyment mode can be completely covered, but we also have the consumption demand of the third era of pursuing brand and luxury.
Back when I met this book, I was curious: What kind of people are minimalists? They use natural food, carefully cook, do not use synthetic detergent, use natural detergent to clean and wash things, absorb the advantages of traditional life, do not turn on air conditioning, do not sprinkle water to cool down, do not pursue new products, use what their parents or grandparents left behind, and be grateful for these things and insist on using them for many years. In a word, they are not the kind of people who simply throw away useless things and live a boring life. (P 14)
For example, Steve Jobs, the founder of Apple, always wears the same clothes: Issey Miyake's black turtle neck and worn-out jeans.
People are pursuing the best life from the third consumption to my best life. This is not an era of pursuing the most beautiful for anyone, but an era of pursuing the most beautiful for all. In other words, it can also be said that it is pursuing self-optimization: pursuing the best, most comfortable, most suitable things that make you happy; Or customize off-the-shelf products to suit you. (page 24)
With the transition from a better life to the best personal life, the values of the younger generation have changed from self-expansion to self-affirmation. The so-called sense of self-expansion is like changing to a more advanced car with better performance and buying a bigger refrigerator and TV. By buying bigger and more advanced things, you feel that your personality is expanding. (P27) However, after the collapse of Japan's bubble economy, this self-expanding value is declining, replaced by the value of pursuing self-affirmation. People prefer to drive at their own pace, even if they lose to others or are slower than others. (page 28)
The back cover of this book suggests saving. To be honest, I didn't see this suggestion until I closed the book after reading it. This suggestion is reasonable. In fact, the whole book is centered on "consumption". Analyze people's consumption behavior, modern people's living needs, how the market caters to such consumption needs, and how to provide various services in a more humanized way.
The fourth chapter "How to Change Cities and Blocks", I remember reading "Urban Rebellion" a few years ago (atypical urban planning in Taiwan Province Province, atypical urban planning in the world), all about the transformation of urban blocks, which can be read in comparison.
This book has another attraction for me. It seems to be a series of essays on a blog or a platform on the Internet. When the contents of the chapters in the book are interrelated, the author marks them with brackets → bold (as shown in the red line in the figure below), and readers can easily find the corresponding contents to read according to this path indication. I think, if it is an online electronic version, there should be hyperlinks in these places. When readers read on the screen, they can quickly open and read it by clicking on the link. Is this a paper hyperlink? Interesting!