Now we often hear about consumption upgrade and consumption downgrade, and we can also see a lot of practices about these two points. Many people say that consumption downgrade means that consumers increasingly like to buy Fax List cheap things, while consumption upgrade means that consumers start to like to buy more and more expensive and higher-end things. I don't think so. The author thinks that everyone may have a great misunderstanding of consumption upgrading and consumption downgrading, and the misjudgment of this phenomenon may lead us to be biased in the formulation of marketing strategies, product strategies, advertising strategies, and communication strategies. Resulting in unfavorable results. Also, I see a lot of product selling point packaging has been wrong, especially those small and medium Fax List brands who like to follow suit. Therefore, this article is not intended to break the misunderstandings that you may have, or to provide you with another angle of thinking. After all, the direction and strategy are wrong, and no amount of effort is useless. The statement that "consumption downgrade means that consumers increasingly like to buy cheap things. And consumption upgrade means that consumers like to buy expensive things" is obviously too one-sided and not enough to Fax List support the implementation of marketing strategies. Buy cheap and buy expensive, just an appearance you see. In fact, today's consumers Fax List are becoming more and more savvy and rational in purchasing. No one will buy things purely for the price itself. Some of them will buy very expensive things, and some things will be cheaper.