2017年10月30日
这两天香奈尔火了。
Chanel has been quite a popular topic these days.
因为一个女孩子花35,000块买了一件香奈尔的上衣，结果洗了之后就掉色了。
A girl bought a Chanel coat with 35,000 RMB but found color faded after just one wash.
愤愤不平的她去追问了客服，得到的回答却是：我们的产品在设计时就没有考虑过要洗，因为我们的顾客通常穿不了几次就扔掉了。
She was so angry that she questioned the customer service about this. And the answer she got was: Washing has not been taken into consideration when the product was designed, because the target customers usually throw the clothes away after just wearing them for a few times.
这不禁让人想起另一个相似的案例，
We can’t help but remember a similar event.
一位女士花5,000块买了一双 Stuart Weitzman 的鞋，结果穿几次就坏了。
A lady bought a pair of Stuart Weitzman shoes and they broken down after she wore them for a few times.
而客服给她的答复是：我们的鞋子并不是为那些需要走很多路的人设计的。
And the explanation she got from the customer service was that: Their shoes are not designed for the people who need to walk a lot.
社交媒体就这么炸开了锅。
The social media exploded.
大家纷纷都出来分享那些被奢侈品毁掉的三观。
People came out to share their experiences of being astonished by these luxury goods.
很多大牌的包包不光开口很大，而且没有拉链，于是就有人质疑设计师没有常识。
Many luxury bags have huge openings on the top without zippers to close them. So a lot of people laughed at the designers for lacking basic common sense.
但这哪里是没有常识，而是人家根本不认为买这个包的人需要去挤地铁。
But actually, this is not about common sense. It’s just that they don’t think their target customers are those who need to commute by subway.
同样是奢侈品的包包，还有不少人抱怨它们质量差：既不能承重，零件还很容易磨损。
Still about luxury bags, many other people complained that these bags’ quality is totally a mess. They can’t handle much weight. And the gadgets on them are easy to be abrade.
总结起来就是“十分不耐用”。
In conclusion, they totally don’t last very long.
可是人家本来就不需要“耐用”啊。
But actually, they don’t really need to last.
他们面对的客户，是那些每个季度都要换新款奢侈品的人，而不是那些每天轮流用同样几个包去通勤的人。
These products are designed for those who buy new luxury goods every season, not for those who take turns carrying their limited bags to go to work.
嗯，整个网络就这么开心地议论着。
Yes, the entire social network just keep cheerfully buzzing about this.
大家都在各尽所能抨击着奢侈品与生活的悬殊。
People all try their best to show how far away from ordinary life these luxury brands are.
一句“贫穷限制了我的想象力”，既是一句完美的自嘲，又是一句完美的抨击。
That “my imagination has been confined by poverty” is really a perfect self-mockery, while at the same time a perfect criticism.
但是，限制我们想象力的哪里是贫穷，分明就是知识的匮乏。
But no, what’s really confining your imagination is not poverty. It’s your lack of knowledge.
因为知识的匮乏，才没法理解这些商业现象的本质。
Because of your lack of knowledge, you don’t see this business for what it truly is.
不同的企业瞄准着不同的目标群体，服务着这些特定群体的特定需求，这真是再正常不过了，其他人的需求并不是他们需要考虑的东西。
Different companies target different market segments. They only fulfil the specific needs of their specific target buyers. This is what is. The needs of the other people are not something they need to consider.
这些品牌瞄准的是富人，真正的富人，他们只需要为这些人提供新鲜感和优越感就好了；普通人需要的那些属性，他们并不需要去做。
They target the rich people, the real rich people. What they need to do is to provide these people with something new and make them feel superior. They don’t need to think about what kind of functions are required by the common people.
出问题的不是他们，而是那些想当然地把高价位和一切好品质划上等号的人。
There is nothing wrong with them. What’s wrong is that some people presume high price necessarily promises all kinds of good qualities.
因为知识的匮乏，才会陷入各种品牌营造的幻想中无法自拔，而不能去看清背后的商业本质。
Because of the lack of knowledge, we get trapped in the fantasy created by the brands and can’t see the true nature of the businesses.
因为知识的匮乏，才会觉得自己需要买一件足够贵、足够出名的东西来满足某种说不明的欲望，而不会去考虑这个东西可能和自己的经济状况完全不兼容。
Because of the lack of knowledge, we think we need to buy something expensive enough and recognizable enough to fulfil some desire that we can’t even explain to ourselves without considering that it may be totally not compatible with our personal financial status.
因为知识的匮乏，才会满足于争论“贫”与“富”之间的对立，才会觉得这种身份的界定对自己来说很重要，才会看不清怎样的消费对自己来讲才真正健康。
Because of the lack of knowledge, we get satisfied with merely debating about the conflict between the rich and the poor. Because of it we think this identification means something. Because of it we don’t see what kind of consumption is really healthy for someone like us.
在这次的风波中，奢侈品店的售货人员也被卷了进来。
This chaos has also involved the salespeople in the luxury industry.
是的，很多人都觉得大牌的销售人员看不起人。
Yeah, a lot of people have shared the same view that these salespeople usually look down upon them.
然而，不是，他们只是看人看得准而已。
But honestly, they are just good at seeing through others.
他们能看出哪些人买不起自己的产品。
They can see if you can’t really afford the products they’re selling.
他们能看出哪些人咬咬牙买得起，但其实用不起。
And they know when they see someone who can actually buy one of the products with some effort but can’t really afford to use it.
他们并不是瞧不起那些买不起的人，因为他们自己也不是富裕阶层。
They’re not really looking down on these people for their lack of money. Anyway, they themselves are not rich neither.
他们只是不喜欢那些明明心里嫌贵、表面上却非要装出有能力的人。
They just don’t like those who can’t afford it but act like they could.
这根本不是消费能力的问题。
It’s not about your spending power.
格格不入的人，在哪里都不受欢迎。
It’s just that nobody likes people who stay where they don’t belong.
限制你想象力的，最终是知识的匮乏。
What’s confining your imagination ultimately is not poverty but your lack of knowledge.
而且它不光限制着你的想象力，它还限制着你做的所有决定、你的理解能力、你的未来。
And it does not only confine your imagination. It confines your every decision, your ability to understand things and your future.
所以，对于奢侈品这件事，不管是嘲笑还是攻击，都是没有意义的，因为它们本来就不是为你而存在的，它们和你并不在一个系统里。
So, mockery or criticism, this buzz about luxury goods is meaningless, because they are not meant for you. They exist in a different system from yours.
时间是多么宝贵啊，何必拿来看热闹呢？不如拿来想想怎样让自己变得更好吧。
Time is precious. So why wasting it in this kind of bustle. Better use it to find some way to improve yourself.
如果你不这么做的话，前面还有很多像这样的坑等着你呢。
And if you don’t do that, there are quite a lot of trap holes like this one waiting for you.
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——云下