Abandoned the Immortal Cultivator, returned to his hometown to farm and sing

Chapter 1152 1143. Total War
The so-called luxury goods.

It's not a purse, a pair of shoes, a piece of clothing, or even a bottle of perfume.

How could these physical objects be sold at such a high price?

The most important function of luxury goods is to divide classes.

The initial stage is that if I have this thing and you don’t, then you are one level lower than me.

The essence is to establish visible class barriers through physical thresholds dominated by money.

Big LOGOs, universal patterns, classic styles, and constantly strengthened awareness, all kinds of advertisements and celebrity endorsements, are all for this purpose, to tell the general public that I can afford it and I have money.

But it changes at the advanced stage.

Do you recognize this thing I have? Then you and I are in the same class.

If you don’t know me, I’m sorry, you have nothing to talk to me about.

The relationships between people are very complicated. Everyone's time is precious, and we need some symbols to label ourselves and others when we first meet.

Although the core of this stage is still money, money alone is not enough. You also need "culture" and understanding of "rules".

It is through the possession of scarce resources, the mystification of craftsmanship, the monopoly of narratives, etc. that implicit cognitive barriers are constructed.

For example, in their perception, the needlework for sewing the soles of Italian handmade leather shoes has a history of hundreds of years, and it takes a master craftsman several years to train an apprentice.

Rich European families buy it not only to wear it, but also because they know the story behind the needlework.

I've made shoes for the royal family. It's a craft that's been passed down for hundreds of years. It takes decades to master. It involves so many steps.

If you only look at the brand name and don't understand these things, you will be called a nouveau riche even if you buy it.

But who defines “culture” and “rules”?
European luxury goods company.

This system has been controlled by European luxury goods companies since the 19th century and is their forte.

It spreads out layer by layer from top to bottom, firmly occupying the right to define.

For hundreds of years, it has been carrying out cognitive colonization of other regions, absorbing huge amounts of money and building a huge luxury empire.

And this right of definition is the cornerstone of the entire empire.

Today, at this moment, at the headquarters of the LVMH Group, in front of a group of top "controllers" in the luxury industry.

Some are trying to shake the foundation of the empire, while others are fighting for the right to define it!
How dare he!
He did just that.

A scarce resource, the 1200-year-old golden osmanthus tree only grows in China's Qinling Mountains, at an altitude of 200 meters, covered in clouds and mist for more than days.

The process is mysterious. Flowers must be picked within the specified time and cannot touch metal. The initial processing requires three different high-temperature steaming and drying. The complicated process is like a ritual that most people cannot understand, but they can see that it is time-consuming, laborious and consumes countless resources.

Narrative monopoly, hundreds of years of craftsmanship, two thousand years of inheritance, heaven, earth and man, the five elements, three steaming and three drying, the five movements and six qi, and many intangible cultural heritages.

Exactly the same narrative, exactly the same cultural labels, exactly the same way of building cognition.

The most infuriating thing is that this group of "conspirators" also launched a sneak attack.

Paired with a bunch of oriental clothing, accessories, silk, music, calligraphy, and utensils, incense balls have been upgraded from a single item to an oriental lifestyle to strengthen this perception.

They even organized a secret meeting to allow a group of precise high-end people to discover the details bit by bit "on their own" and strengthen their own cognition.

Isn’t this a naked struggle for “definition rights”?

Once the Orientals succeed, the cultural monopoly of European luxury companies will no longer exist. Luxury goods will no longer be toys for these European old money, but will become a battlefield where different cultures compete for the "right to define class."

That’s right, it’s not just the right to define luxury goods, but the right to define class. Luxury goods serve the class.

It’s about the question of which side is high and which side is low.

As for the prospect of this war, Arnault and his gang felt only fear.

Eastern culture has such a long history, such a broad scope, and such a large variety that picking just one out is a huge challenge.

After all, luxury goods from the East, such as silk, porcelain, tea, and gunpowder, controlled the West for thousands of years until they were broken more than a hundred years ago, giving European luxury goods the opportunity to rise... Their fear is engraved in their bones.

This is also the reason why drunkards are suppressed as soon as they show up.
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"Mr. Arno, how do we deal with them?"

After a long time, a shareholder broke the silence.

His meaning was very clear and also represented the opinion of the board of directors - get rid of the drunkard.

The foundations of the empire must not be shaken.

Arnault understood what the board meant and without any hesitation, he solemnly called out a name: "Bianchi."

Opportunities come to those who are prepared.

Although Bianchi lost last time, he never gave up. How could he give up when it comes to his rights?

During this period of time, he was very determined and did not do any work. He just gathered his team in the office to develop an attack plan.

I didn't expect to use it so quickly.

Bianchi stood up and nodded to the board of directors and senior executives, deliberately ignoring Jacques. He was still so "straightforward".

Then talk freely.

"The Drunkards are just a tentacle of the East. This time we are going to dig up their roots and make sure that the East will never dare to challenge the authority of Europe for the next fifty or a hundred years!"

"As for drunkards, we must completely discredit and kill them. Throw the brand of drunkards into the cesspool!"

"At worst, we must throw them into chaos, shrink the battle line, and buy time for the war!"

Bianchi, like Arnault, used the word war, and for them, this is war.

And his three opening sentences are actually three goals: the best, the second best and the worst. Anyway, the goal is to win, and win three times.

Next, Bianchi explained his plan in detail.

He will attack the drunkard from five aspects: "public opinion war", "legal war", "cultural war", "technical standards war" and "politicized means".

Each battlefield is divided into dozens or even a dozen specific tactics.

Bianchi's ambitions are huge.

He wanted not just war, but total war.

It requires the use of the entire company's connections, reputation, resources, and even the influence network of each shareholder.

There were a few shareholders who scoffed at Bianchi's opening remarks.

But after listening to the whole plan.

The entire audience, including Jacques, applauded Bianchi.

Arnault announced on the spot that the plan was approved and Bianchi would be fully responsible.

He will coordinate the required resources.

As a representative of the radical and militant factions, Bianchi regained his position.

An hour ago, the big shot, the leader of the moderates, the good man Jacques was kicked into the garbage heap.

Capitalists are so cruel...
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The meeting lasted from day to late at night.

The atmosphere also transitioned from panic to excitement.

The next morning, Luo Yihang got the complete plan.

We also gathered people and held a meeting.

Then I made a lot of phone calls...

(End of this chapter)