With the development of economy and times, consumption patterns often change accordingly, both at home and abroad. In other words, the change of consumption pattern is also one of the concrete manifestations of the development and change of economy and times. In the book Stages of Economic Growth, American scholar Rostow even regarded the consumption pattern as a basic symbol of dividing the times. In different societies and times, the change of consumption patterns presents many different characteristics. For example, in modern China, compared with the past, the change of consumption pattern showed the remarkable characteristics of wide coverage, great changes and deep influence, which was an unprecedented revolution in the field of consumption.
The great changes in consumption patterns in modern times are undoubtedly due to the emergence and development of new economy, namely capitalism, especially the invasion of western capitalism and the emergence and rapid development of new businesses in China, which have had a huge impact on traditional consumption patterns and directly led to the emergence of consumption revolution.
After the Opium War, foreign goods flooded into China, which gradually influenced the traditional consumption pattern of China. For example, during the Daoguang period after the Opium War, it became fashionable for the upper class to enjoy foreign goods. There has been a tendency to worship foreign things and flatter foreign countries in the social atmosphere. "Everything is extremely valuable, called foreign, heavy buildings, colorful sedan chairs, clothes with crepe, hats for foreign cylinders, lanterns and lanterns, and hot pot is called foreign pot. As for refined soy sauce, it is also called foreign soy sauce, and bright pigments are also called magenta and cyan. In the north and south of the great river, everything depends on foreign countries "(Note: Chen: Talking in a candle, quoted from Chen's" Cultural History of China ",Volume 2, p. 300. )。 However, the initial changes were mainly confined to a few areas, such as treaty ports and wealthy bureaucrats, and the impact on ordinary people was not extensive. By the end of 19, the number of trading ports that China was forced to open to the outside world had increased to more than 70, and there were more than 20 ports opened by the Qing government. As a result, the dumping of foreign goods in China is more unimpeded, permeating the vast number of small and medium-sized towns, and it is not difficult to see foreign goods even in some villages. For example, in Yutian, Zhili, people consume countless foreign goods. "Almost nine times out of ten people eat foreign goods for living" (Note: edited by Gao Yao. China's Modern Foreign Trade History, Zhonghua Book Company, 1962, p. 1 106. ); Even in the shops in the secluded area of Zhaotong, Yunnan, you can see many foreign goods, including various Hatle, serge, feather yarn, flannel, clocks and watches, glass, etc. And their prices are "not surprisingly expensive" (Note: edited by Gao Yao. China's Modern Foreign Trade History, Zhonghua Book Company 1962, No.65438). ), so it can be accepted by ordinary people
In addition to importing more and more foreign goods, after the Sino-Japanese War of 1894-1895, western countries seized the right to directly invest and set up factories in China by forcing the Qing government to sign the treaty of shimonoseki, thus making use of China's cheap raw materials and labor to produce and sell various commodities locally. Prior to this, although foreign businessmen had set up factories in some trading ports in China, the number was small and they did not obtain legal rights; After the Sino-Japanese War, the number of factories increased sharply. Therefore, all kinds of foreign goods made in China are flooding the market. Because its price is lower than that of imported foreign goods, it is easier to penetrate into the families of ordinary people in China, thus "people buy houses, abandon the old and renovate, and consume my wealth." How can they do all this? " (Note: Peng Zeyi, ed. , China Modern Handicraft Historical Materials, Volume 2, Sanlian Bookstore, 1957, p. 239. )。 The increasing popularity of foreign goods has further promoted the change of China people's consumption pattern.
In addition, foreign businessmen also introduced the western lifestyle and consumption directly into China. Including building western-style mansions and roads in the concession, participating in horse racing, boat racing, tennis, football, amateur drama clubs, parks or indoor concerts, etc. At the same time, foreign businessmen have created many public utilities directly related to new life and new consumption patterns in China. For example, in the Shanghai Concession, the first western-style road, Jing 'an Temple Road, appeared at 1862. 1865 installing gas street lamps for the first time and establishing the first land telegraph line; 1874 French businessman Milla introduced the first rickshaws from Japan; 1882, Shanghai electro-optical company founded by British businessmen began to set up street lamps. The following year, water pipes were set up for drainage for the first time; 1908 opened trams, and 19 14 also opened trolleybuses. All these, though mainly foreigners serving the concession at first, have influenced the changes of China people's lifestyle and consumption patterns. Soon, lights, telephones, cars and running water appeared in the Chinese community in Shanghai, and many roads were rebuilt and built in imitation of the concession. For example, in Xujiahui area, the market is booming, trams are running and postal services are set up. Electric lights, street lamps, telephones and running water are installed every second. ..... with each passing day, like a foreign landscape ".
The emergence and development of China's national capitalist industry and commerce has further led to changes in the consumption patterns of ordinary people. With the continuous development of industry and commerce, the traditional mode of production and the corresponding mode of consumption in China feudal society had to change. After the destruction of the self-sufficient small-scale peasant economy, many people were forced to leave the land and go to cities as apprentices, and even women entered yarn mills or silk mills to make a living. In this way, the traditional consumption pattern will naturally be reformed. In the past, most families used homespun to make their own clothes, shoes and hats, but now they use the income from their work to buy all kinds of new consumer goods, including clothes, shoes and hats. Even in rural areas, due to the development of industry and commerce and the expansion of domestic and foreign markets, more and more farmers are engaged in commercial agricultural production, and they have a certain amount of money in their hands, so they can buy a certain number of new consumer goods. At the end of the Qing Dynasty and the beginning of the Republic of China, many farmers in Puyin County, Hubei Province planted tea and marijuana. "In the two years of the Republic of China, the prices of tea and hemp rose each other, and the financial resources were strong, and the residents were extravagant and proud." Many "farmers also compete for foreign cloth", and middle-class families even think that going out to imitate silk is a luxury, and "ordinary young people are like lambs' fur".
Luxury and high consumption used to be confined to the homes of bureaucrats and landlords, so the capital gathered by bureaucrats is often also the capital of consumption. In modern times, some changes have taken place in its situation, and consumption capital began to shift to the most developed areas of industry and commerce. Moreover, the more developed the industry and commerce, the more obvious and rapid the change of consumption pattern, which further shows that the change of consumption pattern is closely related to the development of industry and commerce. For example, Shanghai is the most developed industrial and commercial area in modern China, and the change of consumption pattern is very prominent in Shanghai.
After the opening of Shanghai, the rapid development of import and export trade and the prosperity of commerce rank among the best in the country, which is also the benefit that dajia, a wealthy businessman, can indulge in pleasure and linger. Comparatively speaking, Shanghai can be said to be the first metropolis to imitate and accept the western lifestyle and carry out the modern consumption revolution. Even Suzhou and Hangzhou, known as paradise on earth, have many shortcomings compared with Shanghai, where the lifestyle is dazzling. 19 in the early 1970s, Shenbao once published the following words: "The opinions of all China are unheard of, unheard of, but the Pidgin 1 area is meticulous and impeccable." In fact, it is. Judging from the rapid changes in consumption concepts and consumption patterns, Shanghai was the best in the late Qing Dynasty and the early Republic of China. At the end of the Qing Dynasty, many western entertainment consumption patterns were introduced into Shanghai, which made Shanghai a tiny place, able to "give China 20 Yushengs and give people from more than 20 foreign countries food and clothing." It was bustling and there were more people than ants. There are wine and vegetables chasing each other, fireworks traveling, chariots and horses taking the place, theaters and restaurants promoting prosperity, restaurants, bookstores, billiards rooms and photo studios, all of which are fascinating. (Note: declaration 1890 12 1. )。 There are countless words used by literati to describe the prosperity of business and entertainment in modern Shanghai, such as "the sea and sky are vast and the scenery is forgiving" and "being buried alone in the suburbs has become a prosperous place; There are many high-rise buildings and dance halls. "Gorgeous houses are connected to the garden, leaving the mansion into the clouds, and the lights are brilliant, and the city can't be opened at night". All these show that Shanghai with magnificent scenery is a good place to make people feel happy. In ancient China, most businessmen advocated frugality, and their profits were mainly used to buy fields. But in modern times, their consumption concept began to change obviously. In Shanghai, there are many businessmen who make a fortune among all kinds of people who spend money like water in various entertainment places. Some big businessmen's trading negotiations are also held in entertainment venues. It can be seen that the modern life in Shanghai is also quite attractive to businessmen. At the same time, the diversification of entertainment methods provides businessmen with more opportunities to make money.
Some scholars who study the history of Shanghai believe that it may not be too much to call the abnormal development of modern Shanghai the erotic consumption capital of China at that time. This is also a manifestation of the flood of erotic consumption during the transformation of consumption patterns in modern China. At that time, there were many brothels and famous flowers on the Shanghai beach, which were called "ten miles of foreign exchange and three thousand cosmetics" and "many prostitutes in the world". According to the estimation of the magistrate of a county in Shanghai in the 1920s, there are more than 1500 brothels in Shanghai, but there are not many brothels such as Huayanguan, Xianshuimei and Danshuimei. (Note: Shanghai News Agency, Shanghai Bookstore, 1984, p. 554). )。 The number of prostitutes in Shanghai is also amazing. According to the report of the Shanghai Ministry of Industry and the Public Security Bureau at the beginning of this century, the proportion of prostitutes among women in China concession was as high as 12.5%. In modern Shanghai, whoring tourism has been made public, and its ways are to challenge the board, eat Chinese food, drink tea, go for a ride, listen to books, hang your arms and so on. The variety is overwhelming, which is rare in many other big cities. Someone once pointed out bitterly that "men and women in Shanghai are shameless" and "men and women in Shanghai are shameless and ashamed to speak at home and abroad". But more Shanghainese, especially the upper class, are not ashamed of this. Among the so-called "seven shames" circulating in Shanghai at that time, one shame was "shame". The reason why "Yao Er" is shameful is because "Yao Er" is a low-level prostitute. And being able to mix with those high-ranking "senior three" prostitutes is not only not shameful, but also very proud. The high-profile flower list selection activity also reflects the prosperity of Shanghai's romantic field. The flower selection list is a prostitute beauty contest held in Shanghai, 1882. Many newspapers and magazines publicize this, and many scholars and clients support their favorite prostitutes, sometimes because of pen and ink lawsuits. Once prostitutes are on the list, they are worth a hundred times immediately, and their photos are published in various newspapers and become household names. In line with the social custom of whoring, Shanghai's porn industry is more developed and prosperous than other cities. Businessmen can not only bow to the racket, but also gain profits and increase wealth through the developed porn industry, so they are eager for it.
From this point of view, modern Shanghai seems to be a big black tank that hides evil people and practices evil practices, and there are also bad tendencies in the reform of consumption patterns. One thing written in the novel A Brief History of Civilization (No.14) also reflects some people's hatred of Shanghai in this respect: a young man insisted on going to Shanghai to study and broaden his horizons, but his old lady expressed strong opposition and said, "When young disciples came to Shanghai, there were no students who didn't learn bad, and there were so many fucking women there that they had to be fooled even if they spent money." ..... One day, I won't be fooled by you. (Noe: See Le Zheng's Social Mentality of Modern Shanghainese (1860- 19 10), Shanghai People's Publishing House, 19 1, p. 120. Indeed, in the eyes of many China people at that time, modern Shanghai seemed to be a colorful world, in which everyone would have unexpected changes. "The most stupid people in Shanghai will soon become smart; The most honest people can become cunning soon after they arrive in Shanghai; The weirdest person can become beautiful soon after arriving in Shanghai; A little girl with a runny nose will soon become a beautiful woman with curly hair; A lady with a dizzy voice and a flat nose can become a generous wife in a few days. (Noe: Chen Xulu: On Shanghai School, edited by the History Department of Fudan University: Re-estimation of China's traditional culture, Shanghai People's Publishing House 1987, p. 368. )
In a word, modern Shanghai is a magical economic center and consumption magic capital. This magic is not only reflected in the rapid development of Shanghai's economy, but also makes a small county that was not very ordinary in the past become a big Shanghai with a huge port in the Far East. At the same time, it is a kaleidoscope full of wonders and quirks, which not only gives people surprises, but also attracts people's criticism and attacks. Nevertheless, Shanghai still attracts a batch of new immigrants from all over the country and even western countries with its strong charm.
It should be pointed out that in the process of the transformation of consumption patterns in modern China, there are the following noteworthy trends:
First, fashion, fashion. This is actually an obvious feature of modern commercial culture in China. This changing trend of consumption pattern is obviously influenced by business culture. For example, in Shanghai, where business is developed, businessmen from all walks of life try their best to guide people to join the new consumption trend in various unconventional and fashionable ways in order to get rich profits from it. At that time, the social atmosphere was also advocating all kinds of fashionable moves. At the end of 19, Shenbao published an article criticizing this blind fashion trend: "People in this state are bound by fashion, but they just follow the times. When you are away, you can't be a person. When you are not at the extreme, you can't win. " So prostitutes are fashionable, pear orchards are fashionable, boudoir is fashionable, and even the literati in power have changed their faces and talked about current events to deceive the world. (Note: declaration 1897 July 14. Influenced by it, the consumption patterns and customs of catching up with fashion have become increasingly prominent. The atmosphere of modern Shanghai has changed instantly, so that "for more than three years, it often seems like a generation has passed." In particular, "Hakka people have been here, which is different from that in the market two or three years ago." They seek innovation in Shanghai, the atmosphere is earlier than that in other places, and the transaction is more convenient than that in other places. I don't know what the indigenous people think. Don't wait two or three years for the difference. It will change at the age of one and change in a few months. " (Note: Declaration 1897 July 14. )。 Similar phenomena not only occur in Shanghai, but also in many other cities, but the degree and speed of change are not as good as that in Shanghai, because the development of commerce and trade in other regions is far less than that in Shanghai.
Second, consumption is increasingly associated with social activities or transactions. In traditional society, besides making friends and strengthening emotional ties, consumption is generally a simple leisure and enjoyment activity, and the way is relatively simple. In modern times, the purpose of consumption is more and more diversified, some for general social activities, but entertainment has also become one of the very important purposes. Especially for businessmen, the so-called socialization is actually to establish a network of interpersonal relationships, understand the local market and solicit business extensively. Because of this, consumption has become more luxurious and diverse. Including turning on cigarette lights in cigarette shops, drinking tea in teahouses, hosting banquets in restaurants, eating Huasan in brothels, playing cards in casinos, watching plays in theaters and listening to books in bookstores. , has become a very new way of consumption. As long as we can achieve our goal, we will not hesitate to spend huge sums of money. Bao, a newspaper scholar in modern Shanghai, once said: "At that time, the atmosphere in Shanghai was to eat flowers and drink, and many celebrities stayed here." (Note: Bao: Memoirs of Chuan Studio, Hong Kong Dahua Publishing House, 197 1, p. 359. "Hujiang Commercial City Landscape Ci" also describes: "All trades are to be evaluated and used as a teahouse gathering place. Every afternoon, applicants get together and the delivery schedule is busy. " Whether it is socializing or trading, once it is associated with extravagant consumption, it is mostly utilitarian, and it is no longer a simple emotional mutual assistance. Some even seek ill-gotten gains through social entertainment for the purpose of fraud.
The third is blind worship of foreign things and flattery, vanity. With the import of western culture and the change of consumption patterns, traditional customs have been violently impacted, and the tendency of China people to blindly worship foreign things and obsess about vanity has become increasingly obvious in their lifestyle and daily consumption. Especially among young people, the psychology of worshipping foreign things and flattering foreign countries is very popular. "They look at foreign things, whether they are beautiful or evil, and there is nothing wrong with them; Looking at your own country, nothing is good, unlike learning from foreigners "(Note: Ta Kung Pao1903 April 17. )。 At that time, someone wrote a lyric to satirize this blind worship of foreign things: "A foreign hat, a foreign dress, full of foreign flavor, and a short beard at the same time." It is the first sad thing in my life, and my blue eyes can't learn. " With the popularity of social entertainment, the consumption character of saving face and seeking vanity also comes into being. Judging from the living standard at that time, after all, only a few rich people could afford extravagant consumption, while those who were not rich often ostentatiously wore fashionable suits and went out to restaurants and brothels for vanity, but in fact it was "if the outside is prosperous, it is more difficult to be in China, and if there is more than enough outside, there is more than enough in China." "Those who have been humiliated by creditors this year are all people who were complacent and arrogant before"; "Today, people who ride horses by splendid scenery and people who dazzle by exotic meat have no burden of storing stones. As for those who worship the prime of life, it costs a lot of money, and those who are sorry for their prime of life are also ashamed to live behind others. Do you know that for a moment's dignity, it takes years to make up for people who can't even get it? " The appearance of this phenomenon is closely related to the prevailing commercial and utilitarian social atmosphere at that time. Due to the "increasingly popular custom", guests are envious of seeing expensive cars, delicious food and fresh clothes, and today's borrowers can often respond. If you eat coarse clothes and go it alone, people will still expect something, although you have good conduct and gorgeous articles. "(Note: Shenbao1May 22, 876. )。 In such a distorted social atmosphere, many people are forced to emphasize superficial vanity.
The fourth is to break the previous hierarchical concept in the field of consumption. In China's traditional feudal society, there was a distinction between honor and inferiority, and the hierarchy was strict, which was reflected in the consumption field. For example, high-end consumer goods such as clothing and utensils, which are regarded as symbols of social class, used to be enjoyed by princes, nobles and eunuchs, but ordinary people could not get their hands on them. If used rashly, it will be regarded as trespassing, causing strong dissatisfaction and condemnation from feudal nobles, and even bringing unexpected disasters. In modern times, due to the development of industrial and commercial trade and the change of concept consciousness, consumption gradually became the consumption of the masses, and the traditional concept of consumption hierarchy was also broken. The only limit of consumption is money. As long as you have money, you can enjoy everything. In the past, "businessmen didn't wear clothes, middle-class women didn't have gold beads and Luo Qi, and the banquet cost of a scholar-bureaucrat was only one or two thousand yuan." Now, "no matter what a scholar can do, eat, drink and wear clothes, the more wrong it is, the less surprising it is." "The gentleman doesn't arrogate to himself, it's not surprising, and now the small officials in Taiwan Province also take it. Everything must be made of mahogany, nanmu and pears. Ordinary Yan [drink] and enjoy it, there is no treasure in the sea, and the group is ashamed "(Note: edited by Huang Wei and Xia Lingen. Selected Historical Materials of Modern Shanghai Local Records, Shanghai People's Publishing House, 1984, p. 346. )。 Especially in areas with relatively developed industry and commerce, this change is more prominent. For example, on the beach, "there are almost no people who don't wear silks and satins" and "it is unusual for actresses and prostitutes to wear gold embroidery"; Going out to sit in a sedan chair was originally the privilege of dignitaries, but now it is "no matter how high or low the official rank, you must take a ride". "People who have the status of bearers are all outside the sedan chair, which is extremely terrible." At this time, from the perspective of consumption pattern, it is difficult to distinguish between honor and inferiority, forming a new situation of "equal prestige is inseparable, and dignity and inferiority are inseparable". In the late Qing Dynasty, Zhi Zhu's Ci once described: "Who knows that the old scholar of that year is upside down, but the gentry's family background is half-clean?" Taoist priests were greatly frightened by this phenomenon. They marveled that the society at that time was "everything dived at will, especially in Shanghai", and satirized those who overstepped "the lack of system and the ignorance of etiquette" ... and their ignorance of what a crown is, people's arrogance and their desire to be among the gentry "(Note: See Le Zheng's Social Mentality of Modern Shanghainese (60). Despite the strong opposition of Taoists, this change continues to develop with an irresistible trend.
To sum up, the change of consumption pattern in modern China was accompanied by many negative factors, which had various adverse effects, but on the other hand, this change also had its positive effects, especially in promoting the further development of industry and commerce. As we all know, the improvement of consumption level is closely related to the development of industry and commerce, which complement each other, cause and effect each other and promote each other. On the one hand, the continuous development of industry and commerce will improve people's consumption level and living conditions, and will also change the consumption customs of the whole society; On the other hand, the rapid increase and expansion of consumer demand will also stimulate the further development of industry and commerce on the original basis. Therefore, the changes of consumption patterns in modern China need to be objectively understood and analyzed from many aspects.
In addition, the formation of modern new business culture has an important impact on the transformation of people's consumption patterns. As the carrier of business culture, commodities have great vitality and influence, and play a profound role in changing people's consumption habits. When talking about the development and changes of modern Shanghai, Mr. Chen Xulu emphasized that colorful commodities have changed people's lifestyles, consumption habits and even the entire inherent culture. He pointed out: "In fact, it is not surprising. It is that commodities are improving people's appearance and melting the inherent culture of China. " (Noe: Chen Xulu: On Shanghai School, edited by History Department of Fudan University: Re-evaluation of China's traditional culture, Shanghai People's Publishing House 1987, p. 368. From the actual situation, business culture has indeed promoted the transformation of modern consumption patterns. Most of the changes in people's clothing, food, housing and transportation, and even the popularity of a certain style or consumption custom in a certain period, are led by new commodities. This is another important function and function of business culture.