As millennials are continuously growing; hence they are considered today's fine jewelry business treasure. Understanding why they buy fine jewelry using the means-end theory is the key objective of this study. Brand, function and beauty are means that lead to happiness and self-confidence, the end value of millennials mindset

In the past, the research on the new “Bei” structure mainly focused on its language form, usage and rhetorical function, but there is still a lack of in-depth discussion on its formation mechanism and development trend. Based on the analysis of media corpus, this paper discusses the characteristics of the new “Bei” structure from the perspective of cognitive pragmatics. We believe that the new “Bei” structure is a deviation from the prototype of “Bei” structure in the idealized cognitive model. Its emergence has its cognitive motivation and pragmatic motivation: language users use this language form to realize the cognitive prominence of some negative behaviors, and express their communicative intention in this economic way. The formation process of this structure is also the pragmaticization of the cognitive ability of language users, but with the increase of frequency, this structure gradually appears the trend of departure and lexical chunking. The results of this study are helpful to deepen our understanding of the new “Bei” structure, and it is also a supplement to the study of “Bei” sentences.