The consumption of rich in developed countries is experiencing new changes. The "aspirational class" has become a new label for the cultured, educated, and tasteful wealthy elites, and their consumption model is shifting from the material "conspicuous consumption" to "non-conspicuous consumption", consolidating their status through advocating knowledge and building cultural capital, and making their expenditure habit suits their lifestyle. They prefer to spend money on services, education and human capital investment. Such rich class is known to be “aspirational class”. Compared with them, China's wealthy are still in the material conspicuous consumption stage, but sooner or later there will be similar changes like those in the developed countries.