My child likes to keep in touch with his classmates in high school. For example, shoes and clothes, his friends spend so much money.

Although they usually wear uniform uniforms, there is no difference in appearance. In fact, it is secretly competing in clothes, especially the shoes under the feet, which children pay special attention to. A few days ago, when a reporter interviewed a middle school and chatted with the person in charge of the school, he inadvertently paid attention to this topic.

"Eat delicious, put on.

Brand-name, high-grade play ",money worship luxury wind from the adult world into the middle school campus," non-brand "has become the goal pursued by many middle school students. Although these students' families are not rich. There is a saying that middle school students wear Adi's clothes, Nike's clothes and crocodile belts. According to the reporter's understanding, the price of a pair of genuine new Adidas sports shoes is between 800 yuan ~ 1000 yuan.

According to the data provided by an authoritative organization, among the students who buy brand-name sporting goods, 52% are high school students, 44% are junior high school students, and less than 4% are college students and primary school students. Therefore, middle school students have occupied the main consumption position. After visiting a number of sports brand stores before the May Day holiday, the reporter learned that sports brands with students as the main target all have their own unique skills and have made plans for the May Day holiday. The staff of a sports brand counter said that students are the largest group before and after the start of school and during the long vacation, and they will always be on fire for a while. What really attracts students is the "concept cards" that these brands focus on design and comfort.

Many middle school students fall in love with famous brand shoes.

Ms. Xu took her son to a friend's house to play at the weekend. My friend's son is a sophomore this year. He is wearing Nike sneakers, which cost more than 900 yuan. The sportswear he is wearing is made in foreign countries, so he can't name it. One is 899 yuan. A friend said that my son asked for this brand by name, only XXX department store has it, and there is never a discount.

A friend surnamed Zhang said that a month ago, his son, who was in Grade Two, went home happily and asked him, "Dad, the semester is over now. If my test scores improve, can you give me some rewards? " At that time, in order to encourage children to learn, he said smoothly: "As long as the grades improve, anything can be done." But the other day, the child said it must be a pair of brand-name sports shoes. Mr. Zhang said: "My son already has many pairs of sports shoes, all of which are famous brands. There is no shortage of shoes now. I hope my son can make a personal wish. But my son won't say anything, so let my father promise him this condition. " In desperation, Mr. Zhang agreed with his son that his exam results would improve and he would immediately honor his promise.

Mr. Zhang expressed his confusion to reporters: "It doesn't matter what kind of shoes to wear, but can children grow up healthily by paying attention to famous brands from an early age?"

Later, reporters and Mr. Zhang's son got it. He told reporters: "Many of my classmates are wearing Nike clothes. Adidas pants and shoes are at least Li Ning brand. However, because most students usually wear school uniforms, only a pair of high-grade shoes can show their personality, and most of these brand-name sneakers are endorsed by big-name stars. So I value shoes more. Many students in the class are very picky about shoes. Whoever wears the new style immediately becomes a topic of discussion in the class. "

He said that more than 40 students in his class are almost all famous brand shoes like Nike and Adidas, and some even have four or five pairs, each of which costs 500 yuan to 600 yuan. All the students in their class wear watches, and they all have them. Anyone who becomes famous will feel humiliated.

On the topic of "shoes", Mr. Hu, who works for a certain media, has a lot to say. Mr. Hu's daughter is in Grade One in a famous school. After attending middle school, Mr. Hu found that children's requirements for shoes rose and then rose. Before the Spring Festival, he was catching up with an international big-name promotion. He spent more than 600 yuan on a pair of sports shoes for his daughter. However, the daughter took a look and said, "This is the old model of last year, and all the students in our class have worn it for a long time." Then, this pair of 600 yuan's shoes was put on hold until the new semester.

Foreign daily necessities become domestic luxury goods.

In a brand store, a high school student told reporters that the price of his favorite 1300 yuan's new sports shoes has not been lowered, which made him a little depressed: "I wanted to save enough money for the discount, but it has been several months since the delivery, and I haven't posted the discount sign as usual. It is necessary for me to pay hundreds of dollars more. " He said that he would still choose to buy so-called "Hong Kong goods" or other cheap "parallel goods" online. When it comes to wearing famous brands, these little boys also admit that vanity is mostly at work. I have no face if everyone else wears it. A middle school student said, "Anyone who doesn't wear a famous brand now will be laughed at by his classmates."

Not long ago, a sampling survey conducted by a team from Jincheng City, Shanxi Province on the high consumption of middle school students in local towns showed that the excessive consumption of middle school students in catering and brand-name clothing was unbearable for more and more parents. Liking to wear brand-name clothes and shoes is another feature of middle school students now. According to the survey, a middle school student's consumption expenditure on clothing, shoes and hats in the first half of the year reached about 460 yuan, which was 1 percentage point higher than that of urban residents in Jincheng in the first half of the year. When asked about the reasons for buying brand-name clothes and shoes, middle school students think that the quality of brand-name clothes and shoes is better than ordinary ones, and 75.6% people wear fashion. Only 2.7% of the students answered that they could afford it at home.

A college student majoring in economic management felt deeply after going abroad to inspect foreign markets during the holidays: "In a foreign country, an ordinary high school student may get a brand-new pair of brand-new sports shoes by doing a short-term job for a week. In contrast, the domestic price is too high, and it takes a long time for children in ordinary families to have a pair of favorite sports shoes. Foreign daily necessities have become domestic luxury goods. "

Parents' material rewards encourage students to keep up with the joneses.

Mr. Zhang lamented: "Now middle school students wear famous brands and pay attention to taste. Children really can't afford it." But as a father, he felt that "no matter how hard it is, you can't suffer the children." You would rather scrimp and save, and never wronged your children. "You can only meet the material requirements put forward by your son again and again. But he doesn't agree with this practice. Because it is easy to get into the habit of children spending money lavishly.

Teacher Xin, the head teacher of Teacher Zhang's son, said that if conditions permit, she has no objection to students wearing famous brands. However, if family conditions do not allow it, it is absolutely unacceptable to blindly compare. Now in the class, some parents give material rewards to improve their children's grades. Maybe this method can help students improve their grades in a short time. Have parents ever thought about what will happen when their children's wishes come true?

Mr. Sun told reporters that students now wear the same clothes every day. Now that the economic conditions are good and they are the only children in the family, the so-called "three thousand pets in one", parents naturally have to spend some money on them. What's more, it is difficult for children to study at school. In the face of classmates' clothes, parents don't want their children to compare with them, but at least they feel wronged when they are not at school. In addition, clothes are generally some parents' rewards for their children's learning progress.

In view of students' blind consumption, many experts and teachers are worried. They believe that the cultivation of primary and secondary school students' consumption concept needs not only the correct guidance and education of schools, but also the active cooperation of parents. Parents give their children different material rewards and different prices, which encourages their children's comparison psychology to some extent. Financial experts generally believe that it is a good way to prevent children from spending money indiscriminately to cultivate their frugality awareness and teach them to manage their finances reasonably. A class teacher in grade three told reporters: "There are fewer and fewer people in the class who spend one or two thousand dollars on brand-name sports shoes. The school advocates the simple appearance and practical effect of school uniforms and shoes, which is also advocated and required by many primary and secondary schools. "

Ms. Yu, a professor of psychology at Beijing Normal University, said that comparing with others is a social problem, not only among students, but also among adults. People who guide consumption also have a great influence on this social phenomenon. As parents, you can't blindly agree with your child's various requirements. If family conditions permit, you can brand it appropriately. However, parents should say no to their children when family conditions do not permit. They should start from themselves, don't compare with others, and let children form good habits from childhood. However, we should pay attention to this kind of refusal, shift the child's attention to other things, and tell the child that besides famous brands, there are some things that can attract others' attention and envy, such as good academic performance.