The McDonaldization Of The Luxury Beauty Market

Consumption has important cultural and social significance.Luxury consumption is a typical type of consumption in the field of consumption,and its market changes reflect the consumption trend of residents to a certain extent.At present,most of the research analyzes the relationship between the static consumer market and consumer culture,but few studies observe the changes in market dynamics and their impact on consumption.Based on Ritzer’s "McDonaldization" theory,this paper summarizes the characteristics of the McDonaldization trend in the beauty luxury market through the qualitative research of the counter daigou.Studies have shown that the emergence of the counter daigou in the beauty luxury market enables shopping malls,brands,counters and consumers to make more rational choices,making the market show the characteristics of McDonald’s.The calculation,fixation,efficiency and legality of the counter daigou have respectively led to multiple rational characteristics such as calculability,predictability,efficiency and controllability of McDonald’s in the beauty luxury market.The irrational characteristics that accompany the McDonaldization of the beauty luxury market in turn infringe on the rational dimension in the beauty luxury market,resulting in unintended consequences such as inefficiency,unpredictability,incalculability and loss of control.The study believes that the principle of McDonald’s more and faster has changed the original role of luxury consumption in the beauty category at the level of consumer goods,consumption process and consumer experience.The scarcity of conspicuous consumption in the consumption of beauty luxury goods is weakened,the spatial symbols and consumption rituals in the consumption process are omitted,and the "rational" feeling in the consumer experience is strengthened.Consumers can obtain beauty luxury goods at a lower economic cost,and beauty luxury goods also show a trend of "de-luxury" to a certain extent,and consumers’ desires cannot be satisfied in the consumption of McDonald’s beauty luxury market,thus falling into a new consumption cycle.