People's Daily said that people who "dare not spend money" are more like what?

People's Daily: People who "dare not spend money" are more like "invisible poor people".

According to the definition of the Internet, the invisible poor refer to "those who seem to eat and drink every day, but in fact they are poor". If you can buy a Dyson vacuum cleaner, you don't need a broom; After eating avocado, you have to eat quinoa; 100 yuan "ex-boyfriend mask" does not hurt when used; Whenever you have the urge to exercise, you have to get an annual card. In short, the circle of friends is glamorous and the pockets are empty. "Eating dirt" is the normal state, and you will take out 18 kinds of martial arts and do your best on the exquisite road. Seeing this, my friends' brain circuits are roughly divided into two paths. One kind: you, you, you, isn't that me? The other party: Hahaha, this is definitely not me, I am really poor.

Indeed, the term "invisible poor population" can laugh at itself, but it can also be presented very truly. In fact, spending money but not spending money is not new, which is not much different from the "moonlight clan" and "neet clan" mentioned many years ago. Obviously, the consumption power is not enough, and a 3000-piece dress is ruthless. Grandma will definitely say: this is vanity! However, when "invisibility" and "poor population" are combined, it seems that another cultural semantic has emerged.

"I am poor to appear rich." Looking at it from another angle, the explicit luxury is actually a way to integrate into the city. When young people scramble to put on clothes of consumer culture and city life, they seek a sense of security to some extent. One or two luxuries-the necessary embodiment of taste; Every movie that never fails-an effective social conversation; Book a fitness meal with your little sister-make sure your ideas are not out of date. I remember many years ago, there was an article that was a smash hit. The name is probably "I struggled 18 years to sit with you and drink Starbucks". Nowadays, a cup of Starbucks has become a standard for young people to find a place to rest, and consumption has also escalated. Obviously, there are other beacon of struggle.

Therefore, from the negative point of view, the "invisible poor population" is somewhat deviant; But on the positive side, the "invisible poor" are indeed people who are pursuing a better life, although they stumble and are not so elegant. Even before the criticism, we might as well ask: today's cities have stripped off movies, taxis, fashion, food and fitness. How much is left?

Consumer culture is the main body of urban life, and the water of commerce is everywhere. I showed a subway light box advertisement to the stars, and also showed one to the little white collars who were chewing pancakes to catch the subway. Their horizons were almost raised; The bridge of social networks and the help of online celebrity buyers have also greatly promoted the spread of consumer knowledge, delicious and interesting use, which rose in Shanghai one second and arrived in Wuhan the next. Yes, the rich China never refuses people's yearning for a better life. However, we must also admit that excessive commercialization is indeed creating the consumer illusion that "the kidney can stay and the iPhone must be bought".

Specifically, this consumer culture mentality is also facing both positive and negative stimuli. On the positive side, the power of financial innovation should not be underestimated. Sesame credit, JD.COM IOUs and various small consumer loans have been "quietly" ahead of consumption, and some economists are beginning to worry that China with high savings is slowly moving towards high-debt personal consumption. Another important reason is that the parents of this generation of young people have a basic life in their later years, and the family burden of young people is not great at present. The opposite stimulus is stress. Life is stressful, "I can't afford a house anyway", and many young people simply let go of themselves in other material consumption; There is pressure at work. It is said that many female white-collar workers like to open Taobao in taxis after ten o'clock and brush a few bills angrily to vent their dissatisfaction.

Therefore, through a hot word that may be created for ridicule, we can see the explosive development of consumer culture, the intergenerational change of consumption expectations and the spiritual curve behind the "poverty line".

Coincidentally, an e-commerce friend just expressed this feeling in a circle of friends: "I found a very interesting phenomenon. Many people who are not rich may be more generous than some executives in improving their quality of life, because this is an immediate self-reward they can achieve. " I think when she wrote this passage, she not only wanted to express the insight of an e-commerce practitioner, but also conveyed the inclusive understanding of young people on the "poverty line".

In fact, compared with these people with strong spending power, those who really can't afford to spend money and dare not spend money in cities are more like real "invisible poor people". The material society winks at people and asks them to refresh their lifestyles and experience new consumption. However, the realistic limitation of their spending power makes them not only accept the relative lack of material, but also suffer the loss of dignity and dignity. Perhaps, they should be the object of our attention.

Source:? People's Daily (Beijing)