After the American Dream, China has a Chinese dream, which means that everyone can achieve a better material standard of living, so consumption upgrading came into being.
Undoubtedly, consumption upgrading has a good circular effect on society. The public spent more money on material things, fed more enterprises, and also gave birth to more enterprises (first, the public was stimulated by material desires, and second, the government helped more enterprises after it had money), and enterprises fed more people, and then more people participated in the consumption upgrade.
The consumption upgrade is a success, as can be seen from the fact that the advertising cloth all over the street is full of exquisite boys and girls carrying all kinds of shopping bags. I always say that we should look at the present situation and future of society from the advertisements on the street. Materialism under the upgrading of consumption made the media at that time begin to criticize the trend of money worship and vanity. At that time, China had become the country with the largest luxury consumption in the world.
China people not only go to Japan and the United States to buy, but also go to Britain, France and Dubai to buy. Countries all over the world have left China with selfie sticks and shopping bags. After most upper-class people buy enough, the middle class follows closely. Although ordinary people can't go abroad, they also have purchasing agents.
The prosperity of the economy can be seen from the paper bags stored in every resident's home. Ordinary paper bags will not be left, but the bags of Chanel, Louis Vuitton and Hermes are bound to be reluctant to lose. Even the well-to-do China people still have the traditional culture economy in their bones. What an economical dough-giving tool.
Consumption power does not fall, but rises. Can we say that there is no desire?
The epidemic situation in COVID-19 has enabled the society to realize a rapid transition from an industrial society to an information society. Just look at what people in the countryside are doing. Many young people who walk faster reject short videos, but men, women and children who walk slower in rural areas enjoy watching them.
This is a magical world. It used to take several years to close the gap, but now it takes only a few months to catch up.
Like Pinduoduo, the sinking of Pinduoduo has made the township people catch the train of e-commerce, and now Tik Tok has finally made the township people catch the train of Internet culture. Internet culture is no longer just a carnival for young people in Weibo, Douban and Bili.
The first person to get on the bus naturally thinks that the people behind him are noisy, which disturbs cleanliness and destroys order. But people in address unknown are very excited. The train is always moving forward. Adding more cars can improve the overall economic benefits. Isn't it fun?
But it is undeniable that people who drive trains are always knowledgeable and skilled, and the people sitting in the front carriage are also the people who can influence the people who drive trains the most.
And young people are people sitting in the car near the front of the car. They are the earliest residents in the information age, and they are also the people who decide the trend of the times. Young people's ideas greatly affect the action of capital, and the action of capital determines the trend of the times, so we finally return to that sentence: "Young people will eventually change the world." Therefore, observing the ideological trends of young people can better understand this magical world.
Technology and science and technology drive the development of the times to meet after-dinner consumption and entertainment. Can we say there is no desire?
Young people have lived in the internet world for many years, and the epidemic has caught up with backward young people. In this way, the cultural gap has narrowed.
What does this have to do with material desires? If the real world is three-dimensional, then the Internet world is flat. The gap between people has narrowed, people are communicating with a discourse system, and the cultural environment that produces material desires has changed.
The more people are immersed in the internet world, the less materialistic they are.
Now the major luxury goods groups are more and more confused about this magical world. People are richer, more aesthetically advanced, and more closely follow KOL. My luxury style has been so full, and I have smashed so many advertisements. Why are fewer and fewer people buying? I don't understand.
In fact, luxury goods are formed by an idea and lost by an idea. Luxury brand is the first enterprise to put forward brand management, and it is also the enterprise that is best at giving cultural value to products. Think about the movie Breakfast at Tiffany's. The excellent cooperation between Tiffany and Audrey Hepburn makes jewelry replace jewelry as a synonym for quality and style. After decades of painstaking efforts, everyone finally has the understanding that "luxury goods represent success, nobility, style, temperament and uniqueness".
However, this kind of cognition was widely recognized and accepted because of the industrial society at that time or the society where people needed to face each other.
Any image of success, nobility, quality and temperament needs to be established in social interaction, and it must be based on poor class and culture. In that noble is noble, elite is elite, and ordinary people are ordinary people; In that era when the rich were rich and the poor were poor, luxury goods were the best tool to distinguish similar skin.
However, in the current Internet age, everything is flat. Everyone accepts that they are ordinary people. Ordinary people know that when they reach the nobility, they will eat and drink Lazarus. What the elites envy is the ordinary happiness of ordinary people. The rich see the simplicity and purity of the poor, and the poor see the difficulties of the rich. When people really realize that they and others are earthlings, material things seem less important, especially after people have experienced a "fake" era.
In the early days of the Internet, the first thing that was popular was social interaction with pictures, whether it was friends circle, Douban or Weibo. More and more people who take photos of travel and luxurious life are discovered by netizens, so they become early bloggers and online celebrities. However, after the P-picture technology was widely known, the social mask of photos was uncovered, and the public had a long memory and didn't believe it, at least not all.
Almost all classes of people have entered the internet world, and the voice of advocating truth is getting louder and louder. Everyone likes to watch vlog (videos are always difficult to fake), like the real state, even extreme, and like ugliness, because beauty is not necessarily true, but ugliness is definitely true.
However, ugliness is not necessarily true. Maybe one day in the future, everyone will finally like themselves, because at least it is hard for them to deceive themselves. By then, the Millennium goal of mankind-"being yourself" can finally be achieved.
Some people may argue that material desires are not equal to luxury goods. Materialism not only refers to luxury goods, but also belongs to the category of materialism as long as it is bought in buy buy.
Nowadays, the competition of e-commerce makes it easier for people to buy goods with lower prices, better quality and more categories.
If the early Taobao satisfied the material desire of the city people, then the current Tik Tok satisfied the material desire of the rural people. So now most people have gone through the stage of material scarcity and material excitement. In the current social environment, luxury goods can better reflect people's material desires than ordinary goods.
See how many people around you like to watch live broadcasts, and then see how many people around you can not socialize for ten or even dozens of days. More and more people are divided into two selves, one is to support their bodies with labor in the real world, and the other is to have full senses in the virtual world.
After experiencing a false era, self-consistency is pursuing a real era. In any case, the relationship with luxury goods is getting farther and farther, and the relationship with material desires is getting farther and farther.
In the false era, owning luxury goods can be faked. In the real age, luxury goods, a pseudo-aristocratic object, are even more unnecessary. People are moving towards the virtual world, and they are becoming more and more self-consistent in the virtual world, so the luxury goods born in social culture are naturally unsustainable.
Limited and customized, luxury goods are increasingly unable to catch these two straws that they regard as life-saving straws. Limitation and customization are born from the concept of "people pursue uniqueness".
First of all, it should be explained that liking uniqueness does not prevent people from accepting commonness. No matter in primitive times, modern industrial times or the present information age, everyone with ideas wants to be unique, just because there are too many people in this world and the days are too long. People hate boredom and repetition.
People who accept ordinary roles pursue uniqueness and uniqueness. It is also unique to paint a touch of color on your white shoes. Why buy expensive uniqueness? More and more people realize this, so individualism is beyond the palm of capital, born in capital, and finally surpasses capital.
Now this era of cultural prosperity is called a new round of cultural revival.
The popularity of rap culture, the prosperity of ancient Hanfu culture, the rise of novels, the heyday of idol era, and the emergence of countless bloggers. These are not just the desires of the public. While enjoying and developing, people also seek emotion and recognition in various cultures.
As for appetite, the popularity of Ganfanxia's stalk can prove that although Ganfanxia implies helplessness to life, half of it is out of love for food itself.
About lust, to paraphrase a sentence from the wedding banquet, this is the result of China's 4,000-year sexual repression, or even worse. Looking at the front and rear screens, although I don't like the uncontrollable situation at present, I can only expect this transition period to be shorter. The little sister who wiggles her ass with music on a certain voice has millions of praises. A female coach of a driving school gave a live lecture, and more than 5 million people watched it online at the same time. Miss Unicom wriggled around.
Mr. Lu Xun once said: May all the young people in China get rid of the cold air, just go up, do what they should do and make a sound.