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viya evaded taxes, li jiaqi mocked working people, pan changjiang and xie mengwei sold inferior wine, and now the "three sheep" have repeatedly encountered problems in live streaming. the big anchors of live streaming have educated consumers again and again: be careful, don't be "always deceived and always have tears in your eyes".

as early as 2019, in this article: "consumerism in 2019", i questioned the model of live streaming sales - what is the difference between this and the tv commercials of the past? when i was a kid, i would switch channels as soon as the tv commercials came on. why do we have to watch live streaming sales now? to be honest, the words of today's big anchors are really not as effective as those "taiwanese celebrities" in tv commercials.

when i wrote this article, wei ya and li jiaqi were at the peak of their popularity. my criticism was that the anchors would use inflammatory language, exaggerated expressions and actions, ambiguous or even false product descriptions to stimulate your desire to buy. the biggest purpose of the live broadcast room is to stimulate consumers to make impulse and irrational purchases.

the live broadcast room of an online celebrity selling goods is a perfect stage for creating demand. you see a wide range of goods, see the "best discount ever", and receive a huge red envelope of several yuan from the platform... then the desire to buy that has been disciplined for a long time is aroused, you start to use the most computing power since graduation to plan for discounts, you start to look at various grass-roots guides to find inspiration, you start to squat on the live broadcasts of big anchors to find the most discounted products...

in the end, i added a bunch of products and planted a lot of new products. in the host's eloquent and enthusiastic promotion, my mind gradually became simple, as if i was deprived of my mind by the whispers of the ancient gods, and i mechanically followed them to repeat the purchase activities...

after this series of operations, you will find that you have bought a lot of products that you don’t need. but you will also comfort yourself that you will need them in the future anyway, and it is a purchase under discounts, full discounts, and red envelopes. “just buy it” has become the biggest self-comforting phrase after “i’m here now”.

at that time, people always said that the reason why i was watching the live broadcast room was because these big internet celebrities had bargaining power and could bring benefits to us "family members", so i watched his live broadcast on time every day to save money!

this statement did fool many consumers at the time. but there are two facts: first, as mentioned above, under the inflammatory landscape of a live broadcast, what you buy often far exceeds your plan to seek "established discounted products"; second, from pan changjiang to "three sheep", these anchors use facts to teach us - their products are cheap, most likely because of low quality, or they are "exclusive products for live broadcasts" of big brands.

so there is no such thing as a free lunch. just as zweig famously said, "she was too young at the time to know that all the gifts bestowed by fate had already been secretly marked with a price."

i started following li jiaqi’s live broadcast when he first became popular. at that time, i watched it with the purpose of learning new things, but i found that “there is nothing new about consumerism”.

in the show i watched, he was introducing some new cosmetics, and someone in the live studio asked her if she had allergies, and whether she would be allergic to this (roughly speaking). then li jiaqi said without even 0.1s of pause: "you won't be allergic, dear, our products are pure natural, please feel free to buy."

i frowned when i heard this. first of all, what if someone has problems with the product? secondly, this statement is problematic. why don’t people have allergies to natural products? some people are allergic to honey, some are allergic to peanuts, and some are allergic to eggs. aren’t these all “natural” things? so i thought, forget it, there’s no need to study it. there’s nothing “new” about it.

of course, if we have to say “new things”, there is a little bit: consumerism has taken advantage of the “internet era images” and is spreading at the speed of light, unstoppable.

images are things in the real world. they are developed and formed by the reflection of light on film emulsions, camera tubes or electronic coupling devices. they are optical records of the real world. they were created for humans to see the world and themselves better. images in the internet era are an exponential amplification of the power of traditional images.

spectacle refers to a false appearance that is divorced from its essence. when the relationship between people that is linked by the essential image is alienated into "spectacle", it means that the virus in the image has colonized our real life through commodities.

the flooding and proliferation of landscape images in all aspects of contemporary life is a clear sign of consumer society. especially in the internet age, consumerist advertisements, with their bizarre and fascinating audio-visual spectacles, carve out the desires deeply rooted in the subconscious of every consumer, and further create a hyper-real world of simulations, which makes all information exchanges in daily contexts inferior.

when consumers use consumer products, once the real atmosphere they are in is misaligned with the simulation in the virtual landscape world, this hyper-reality will quickly wither away, but in the consumers' self-perception, the kitsch and illusion created by the internet landscape are already lingering, recorded on the scale of the last dopamine secretion in your brain.

the most important means to maintain this kind of kitsch and illusion is the language that is full of inducement and deceptiveness, just like the sweet songs that mermaids sing in the vast ocean to confuse sailors in the myth. this is the most important job of live streaming hosts - pua consumers.

consumerism will use images, symbols, demonstrations, celebrity effects, advertising brainwashing... to tell you over and over again: this is high-end; this is fashion; this is high-end taste; if you wear our bag, you will cross the class; if you use our product, you will be an elite...

what, expensive? then work hard to buy it. this is the embodiment of your quality of life, this is how you cross the class barrier, and this is the meaning of your life! hurry up and buy! buy, buy, buy!

when this kind of pua fails, it becomes a negative example like li jiaqi - "how is it expensive? the price has been this high for so many years, don't say anything nonsense... sometimes you should look for your own reasons. has your salary increased over the years? have you worked hard?"

this is the pua of merchants to consumers. you can imagine how miserable we are. we are pua at school, at work, in love, and even when we buy something, we are pua by that anchor.

therefore, for us consumers, it is important to "demystify" this pua. in addition to watching more videos of wei ya, li jiaqi, and pan changjiang, and "demystifying" these internet celebrities who sell goods, we must also "demystify" the various illusions of this consumerism.

take the "hong kong meicheng mooncakes" that were exposed by "three sheep" as an example. why would a mooncake produced in mainland china be labeled "hong kong"? because many consumers do believe in this.

there is no need to be so superstitious about "imported products". consumers still need to "evolve". they should not only be desensitized to such fake imported branded products, but also dispel the halo of truly imported products.

in fact, the genuine hong kong maxim's mooncakes are not that delicious, too sweet, and have some highly praised cookies, 300+ a box. when i was in hong kong, my friends asked me to buy them for them, and they would definitely choose this. later, it was revealed that they used shortening (trans fatty acids). first of all, three sheep is unscrupulously selling fakes, and secondly, many of us consumers have a mysterious filter for imported products from hong kong, japan, europe and the united states.

in the past few years, our products have always been influenced by japan, such as miniso, which was influenced by muji, and insisted on emphasizing that it opened a store in china from japan. as a result, it was found that it only had a small storefront of a few square meters in japan, and it was just for export and domestic sales. there is also yuanqi forest, which was originally called yuanqi forest, disguised as a japanese fashion brand; nayuki's tea, formerly known as nayuki's tea; and there are also local brands such as "fushimi momoyama".

there is absolutely no need. there is no need. imported mooncakes can be delicious or not, and domestic mooncakes can be delicious or not. just choose the delicious ones. following the trend is the most boring. even if it is a genuine maxim's mooncake, considering its price, it is a very low cost-effective choice.

of course, we have to advise consumers not to be superstitious on one hand, but we also have to work hard on food safety, otherwise trust will be eroded bit by bit. just like why i keep mentioning the oil tanker incident, because it is already a chain of suspicion and a crisis of trust. forget it, i won’t talk about it anymore. it was already “unknown” in the last article, and if i talk about it again, i’ll be criticized again.

i have mentioned in the article "teacher liu xiaolingtong is right, sun wukong just cannot "fall in love"" that mr. lu xun had a keen vision at that time. in his article "on the collapse of leifeng pagoda", he elevated the spiritual core of the legend of bai suzhen to be anti-feudal, anti-patriarchal and anti-oppression, and symbolized the collapse of leifeng pagoda as the demise of the feudal system that oppressed the chinese people, and the patriarchal and patriarchal system that oppressed chinese women.

similarly, we consumers should also take the initiative to learn and evolve, and not be "always deceived and always in tears". we should be more careful and bring down people like wei ya, li jiaqi, and yang ge, and raise the level of bringing down the consumerist landscape and the industrial chain of cutting leeks. we also hope that people like simba, luo yonghao, dong yuhui and others who have not yet reached that stage can also speak out and set an example as soon as possible, and become negative examples of "good teachers" that help consumers progress.