洗地机界的拉夫劳伦：MOVA，精英生活的奢华顶配

Core Viewpoint - The article highlights a shift in consumer preferences among the new middle class, moving from ostentatious displays of wealth to a more understated, quality-focused lifestyle, often referred to as "old money style" [3][5][19]. Group 1: Consumer Behavior - New middle-class consumers are increasingly valuing quality and practicality over brand names and flashy designs, as evidenced by individuals like Zhou Ming and Lin Wei who prioritize fabric quality and craftsmanship in their clothing choices [1][6]. - The "old money style" trend has gained significant traction on social media platforms, with discussions reaching over 1.25 billion views and over 3 million participants, indicating a strong community interest [3][5]. - This shift in consumer mindset reflects a broader change from materialistic consumption to a focus on self-identity and personal values, where consumers are more discerning about their purchases [16][19]. Group 2: Product Preferences - The new middle class is gravitating towards home cleaning tools that emphasize functionality and simplicity, such as the MOVA M50 Ultra, which addresses common cleaning challenges while maintaining an elegant design [6][10][18]. - Consumers are willing to invest in products that offer "hidden value," which refers to the practical benefits and superior performance that may not be immediately visible but enhance the overall user experience [11][12][15]. - The MOVA M50 Ultra's design, which includes features like a flexible mechanical arm for thorough cleaning, aligns with the new middle class's desire for effective and effortless cleaning solutions [7][13][18]. Group 3: Lifestyle Implications - The rise of the "old money style" signifies a lifestyle change among new middle-class consumers, who are now prioritizing efficiency and quality in their daily lives, as seen in their choice of household products [16][19]. - This demographic is characterized by a diverse range of individuals, from entrepreneurs to stay-at-home parents, all of whom share a common goal of expressing their identity through thoughtful consumption [16][18]. - The trend indicates a growing expectation for products to not only meet functional needs but also to enhance the quality of life, reflecting a deeper understanding of luxury as practical and enduring rather than superficial [19].