"The expert has no soul, the indulger has no heart and liver, a waste fantasizes that he has reached an unprecedented level of civilization - this is the social scene of the final stage of capitalist development, of course, it is only in prophecy at the moment, but there is no doubt, looking back at the social climate before every economic crisis, 'the expert has no soul, the indulgent has no heart', this is a vivid and incomparable image, the S&P experts, the Wall Street indulgers, all living in a huge scam, carnival with the money they have swindled - That was two years ago. ”

Qiao Yun didn't speak, but Brother Qing looked timidly puzzled, Fu Zhan changed his angle and explained to him in an easy-to-understand manner, "Do you know what it means to stimulate domestic demand? The people want to improve their lives and release the internal needs of the market, that is, they no longer stipulate what kind of life is good enough for most people, release this part of the demand, and promote social and economic development -- this road is consumerism." I'll give you an analogy that 4 came out, you originally used Nokia, and now you change it, which is called stimulating domestic demand, but if you use 3gs, after half a year, there is a new one, and you change it to 4, which is called consumerism. ”

Brother Qing was definitely not a good student when he was in school, he was still a little confused when he heard it, and he didn't speak, but the question was on his face: What does this have to do with [rhyme]?" "Even if people change, it's because people are rich and happy...... Consumerism doesn't seem like a good word, does it?"

"This phenomenon of justification of novelty is a manifestation of consumerism, 'a woman must always have a good bag in her life', 'a good pair of shoes can solve all emotional problems' - all these public opinions that associate feelings, dignity and personality with consumer goods are all consumerist tricks. Fu Zhan's tone is very neutral, "I will introduce you to some of the ideas in the book: typical consumerism is often combined with loose economic policies and a fast-growing economy, and the growth of the middle class is accompanied by the prevalence of consumerism. To put it simply, the more people who get rich in society, the stronger the sense of showing off, the more popular consumerism is, and the popularity of consumerism is often closely related to the weakening of women's status...... I'll put it more simply, have you heard of four trillion?"

"I've heard of it. ”

"Is this an accommodative economic policy, or to put it bluntly, quantitative easing?"

"Yes...... Right?"

"From 2000 to the present, is our country's economy developing rapidly?"

"Really?"

"Remove the 'bar'," Fu Zhan corrected calmly, not showing contempt for Brother Qing, "It has been a fact that since Miss Qiao openly flaunted her wealth on the American show, the country's economy is developing rapidly. Most of the four trillion yuan have entered the housing market, and the real estate will soar for a few more rounds, has it created many new millionaires? Housing prices are getting higher and higher, the price of demolition and relocation is also soaring, and the large-scale demolition of infrastructure has created a large number of nouveau riche? Is their show-off spirit very strong?

"Yes," Brother Qing gradually understood, "This can match the book, right? In other words, in the next few years, consumerism will ......."

He chewed on this simple and unfamiliar word with some difficulty, "Consumerism, will it become the mainstream of thought in society?"

"Don't you think that's right?"

"It's a little ......" Brother Qing was obviously confused: the sequelae of savage growth, too busy with practice, and too little time to recharge. "Isn't our national tradition hard and simple? or Taobao is so hot, it seems that because they all want to buy bargains—"

He raised his mobile phone, "I just took a look, doesn't consumerism value trademarks, prices and additional social attributes more than cost-effective and usable perceptions?"

"How long has it been since you heard the slogan of 'hard work and simplicity'?" Fu Zhan asked him rhetorically, "Isn't this contradictory to boosting domestic demand?"

Brother Qing was speechless when asked, Fu Zhan still did not lose patience, "The development of social ideology always lags behind, but once it is formed, the development speed will be very fast, and it is almost impossible to be reversed, which is the social psychology bred by the economic situation and national policies, and the way it is embodied is of course very hidden." No one will tell you, 'I am consumerism, I just want to encourage you to consume in advance, to consume in advance, to consume a lot of money on useless rituals and created needs', the trap of consumerism is very hidden, 'you see how much a man loves you, it depends on whether he is willing to spend money for you', 'Is it too much to want a one-carat diamond ring for marriage? once in a lifetime, I don't want to treat myself badly',' Drying my dear's bag for me, it's been very hard lately, my mother-in-law is sick, busy before and after, he came out of the hospital and took me to the store without saying a word, and took this platinum, 280,000 gifts I will always remember, thank you dear, thank you for the love we have' - link love with money, diamond rings, platinum bags, you can say this is reality, we are all laymen, love does not need these vulgar things to reflect, with what? But from the perspective of merchants, this value is our favorite consumerist value, and such customers are the piglets we will go crazy for. ”

He opened the forum casually and extracted one or two dialogues to recite, Brother Qing couldn't stop listening to it, it was a bit like opening the door to a new world, "I haven't thought about it from this angle, are these all marketing posts? Who is marketing behind it?"

"That's the interesting thing about social thought, no one will realize that they are falling into the trap of consumerism, and no one will feel that they are spreading a certain ism, many people are just sincerely sharing their lives, but people's free will is not important in front of the social tide, most people are very easily influenced animals, such as 'good women are not more than a hundred', 'thin or dead', 'beauty is the last word', ''beauty is the last word',' The life of a beautiful woman is not destined to be the same as that of ordinary people', these arguments are all about binding women's self-worth and appearance - but you will really see too many people masochistic weight loss because of these words, and lose weight to an unhealthy extent. The female star who said 'be thin or die' is also sharing her life experience, she really believes that she is successful because of this, and Victoria's Secret is not to promote consumerism to choose those models whose waist-to-hip ratio is exaggerated to the point that Barbie looks dwarfed, they will not care about this era' Whether the standard of normal body is frighteningly high, merchants and consumers are unconscious chess pieces, they promote each other: women's self-worth and appearance are bound, women will prefer things that make them shiny, accessories jewelry, cosmetics market is booming, emphasizing brands and trademarks, luxury goods take away huge profits, the cost of a lambskin bag is only a fraction, and consumers pay thousands of dollars more to buy trademarks. ”

"'It's so happy to be a little woman', 'Marriage is a woman's second birth', 'What's wrong with a housewife? Is it necessary for a housewife to be miserable? I have been a housewife since I got married, and I usually don't do anything at home except buying, buying, buying, and buying, my husband's salary card is handed in, and I buy bags every month', these will become the manifestations of women's success in the next era, and at that time, the masses will not be able to recall the signs of successful women ten years ago. Brother Qing was dazzled by this, but Fu Zhan introduced it very pleasantly, he seemed to think these phenomena were very funny, and the corners of his mouth couldn't help but hook, "This may be a step backwards for women's rights - there may be other policies to promote such a regression at that time, but for us luxury merchants, it is a once-in-a-lifetime development opportunity." ”

"Just like [rhyme], the marketing methods we have always adopted are very consumerist - the kind of lifestyle symbolized by 'Internet celebrity' is the ultimate in consumerism, from appearance to figure are in line with the standards of 'exquisite, slender and feminine', young girls, holding fancy refurbished precious kun bags, wearing the latest clothes of the season, going in and out of luxury occasions, every element dripping from her body has nothing to do with 'needs', and tugs at the heartstrings of people's 'wants'. It can be said that the fate of this industry is determined by economic policies, and they are the barometer of consumerism. Judging from the economic situation in the future, the development speed of Internet celebrities may be even more exaggerated than today, and it will really become a social phenomenon. As a brand that has been deeply involved in the early stage of Internet celebrity development, [Yun] has also caught up with the harvest period of grabbing dividends. ”

This is the truth, the three people here are clear about the status of [rhyme] in the Internet celebrity circle - coco demon wears [rhyme], this is because she can get the most benefits from it, Doudou wears [rhyme] because CY throws a lot of money, but what about many new Internet celebrities? The rest of the big brands worn by Doudou are the same, this is a wonderful process of inverting cause and effect, and big Internet celebrities wear this, so this must be good, and it must be able to attract attention. Even compared to the first-line big brands, they still prefer to buy [rhyme], every time they launch a new product, they come with a rush to buy the topic, and if they can buy it, at least someone will come to ask how to grab it, and the price is relatively cheap, and they can often afford to change it for a new one. After coming and going, the feeling of [rhyme] in their mouths is on par with the first-line big names, and even surpasses it aesthetically.

"Normally, domestic luxury goods are inevitably burdened with the historical burden of Made in China, but [Yun] has crossed this hurdle through several years of marketing, and even successfully tied up the rest of the first-line brands that are the favorites of Internet celebrities, and achieved similar brand recognition - but our pricing is still lower than these big brands, which makes it easy for us to become the 'first luxury', and everyone's consumption is continuous. A person will not completely enter consumerism in the moment of turning, but will go from thrift to luxury, step by step. [Yun] coat is the same as a neverfull bag, cost-effective, the total price is not expensive, very suitable as the first step of the whole life of luxury," Fu Zhan's tone is very brisk, "and the live broadcast promotion we launched last year, from this point of view, is even more exemplary consumerism, the live broadcast owner completely eliminated his own personality, became a perfect Barbie doll, and displayed these 'non-essentials' in an extremely abundant material." Last year, we didn't have a big show, and there was no new advertising investment, but the performance still rose, perhaps because of this, and this year's sales growth rate is the effect of this marketing that caters to the trend of the times, but this result has a certain delay, and before the new model was put on the shelves, our mall was renovated for two weeks, and the pent-up demand broke out after the new model was put on the shelves, which caused this seemingly jaw-dropping result. ”

This is indeed a good thing, if according to this theory, the more water in the market, the faster the money printing machine will be opened, and the consumption of luxury goods will become more and more vigorous, and [rhyme] will become the only domestic brand to share this dividend...... Does it mean that our future marketing can further rely on this consumerism. For example...... Well, the next time she does a live broadcast, she will dilute the official color, just say that she bought these clothes herself? To further emphasize her personal wealth, it is ...... How do you say that?—— is to judge a person by money alone...... What's that called?"

"The uniqueness of money in values. ”

"Yes, yes, yes, you can also do this when you promote new Internet celebrities in the future, that is, if you have money, you can use it as a selling point. And then play what 'domineering president', and what kind of 'local tyrant' style, for example, isn't Weibo gradually becoming popular now, there is no reason to draw people to forward it to get cash, so the popularity gathered must be what kind of money worship and consumerism, and aim at the target audience at once. "Brother Qing is not unintelligent, but he has no culture, as soon as Fu Zhan explained that he immediately drew inferences, thinking one after another, slippery, "Let this kind of blogger do marketing, don't have that kind of advertising taste, just like Mr. Fu said, do value marketing, bring the brand, 'Blogger, what should I do if my boyfriend refuses to buy me [rhyme] t, it's not very expensive, it's on sale, just a few hundred yuan, I can afford it myself." He said that I already have a lot of clothes, but I have this hobby, and he said that a daughter-in-law who is not frugal can't have it, what do you think?' - doesn't it say that consumerism is anti-feminist? ”

Or let your boyfriend guess the price based on the clothes, creating an atmosphere where it's normal for girls to have hundreds of clothes. As long as you bring this atmosphere, [rhyme] will naturally appear in the future. The key is to let the audience continue to receive this information, the public is particularly easy to be brainwashed, and this is not how the fashion of clothes spreads. ”

"Also, a dress with all patterns and colors, this is normal, and this kind of value has to be passed on, anyway, [rhyme] has a dominant position, as long as consumerism is more and more prevalent, the tide rises, we will definitely benefit. ”

He is too good at doing Internet celebrity marketing, he is engaged in clothing, he is born to tempt the materialism in women's hearts, and fight against the concept of frugality, all of which are golden ideas, Fu Zhan also nodded in affirmation, and the atmosphere of the meeting was more harmonious, but Brother Qing was talking and talking, but he was a little unsure, "...... That does sound great, but ...... All this money has flowed into our luxury industry, what should other industries do?"

He asked this timidly, as if he was surprised by his own sense of ownership, but Fu Zhan was not surprised, he smiled very tolerantly, and said in a gentle tone, "This is the end of consumerism - periodic economic crises, remember?"

The room fell into silence all of a sudden, Brother Qing was sneering, as if he was frightened, he wanted to speak and was speechless, Fu Zhan comforted him, "Everyone must do things according to their own identity, don't have too strong a sense of guilt, since the general trend is not something we can decide, the wisest thing to do, of course, is to grab enough capital when the economy is up, and when the economy is down, we can go to open up new foreign markets." ”

He smiled warmly at Brother Qing, "All big brands are developing the market step by step like this, and we are just copying the trajectory of our predecessors, there is nothing to worry about, there are more precedents that can be copied." ”

"What if the global economy is gone?" Qiao Yun didn't speak, just watched coldly, and she suddenly asked a little challengingly, "If the global economy doesn't work, where to open up new markets?"

"If there is a global Great Depression, I'm afraid everyone will have to wait for the war," Fu Zhan knew that she was finding fault, and still answered calmly, "At that time, the problem is no longer the collapse of an industry, or even the demise of a country can be solved - but, of course, it must be admitted that at that point, the luxury industry must be the bubble that will be squeezed out first." But this does not prevent us from making a lot of profits in the economic upcycle, or rather, since the social trend is determined by the economic cycle, and the will of the individual is insignificant, we should make more money in the upcycle - after all, we will be uneasy about this marketing method, which shows that we still have a sense of social responsibility. ”

He seemed to see through Brother Qing's uneasiness and Qiao Yun's silence, and said intimately, "The concentration of social wealth in the hands of people like us is at least better than concentrating it on those unscrupulous peers? ”

This is also playing nationalism, the set of her on the American show, now turned her head against herself by Fu Zhan, Qiao Yun is also a little ridiculous, she can think of the direction of this dialogue- She will say that this kind of values marketing will affect a large number of young people whose economic strength is not worthy of this level of consumption, and even ruin their lives, if only she could mention the nude loan, those girls' nude photos have countless shadows brought by value marketing, and Fu Zhan will tell her with a smile that stupidity is the greatest evil - he originally thought so, all these marketing intentions are for those who have spending power, just like beauty bloggers, Clothing bloggers are just sharing their experiences with their peers with similar economic strength, and they are not advocating anything, and they can only be blamed for being stupid enough to recognize this, and they can only be blamed for the Internet breaking the barriers of communication between different classes. How can the marketing campaign itself be sinful about that? We didn't specifically market to you. You can't even afford YSL, so what kind of Weibo are you going to put on? Why don't you hurry up and move bricks? If you are stupid like this, how can you blame others for ruining your life?

This is not unreasonable-capital is always very reasonable, and Qiao Yun did not intend to criticize him morally, she lacked such a position, so when Fu Zhan made accurate predictions about the future, although she was full of discomfort, she could only be completely speechless. Of course, benefiting from this trend of thought, and desperately trying to promote it, are two different feelings, and Qingge's hesitation is the same as hers, and the latter seems to have crossed a crucial bottom line—even if it is only an illusory illusion. After all, the facts are in front of us, the development of [rhyme], or the development of any luxury, relies on consumerism, the entire clothing industry is built on the vanity of human nature, anti-consumerism, anti-vanity is a false proposition for clothing designers, even if it is only in the current situation, even if it is not to advocate consumerism, will the icon status of [rhyme] change as a result? There will be countless girls who cut back on food and clothing, or even go down the wrong path, just to get a coat that is too expensive for them. Whether it follows the trend of marketing, the difference is only in making more and earning less, what impact can it have on the overall situation?

In 2010, without sufficient arguments and meticulous research, no one could tell whether consumerism would prevail or fall into the abyss with the collapse of China (which had been predicted for 20 years), and he was not concerned about the families who were in trouble because of this trend, but whether his judgment was accurate and whether his brand could make the profits it deserved in the upward cycle.

She swept Fu Zhan's smile, and her realization suddenly came to the bottom of her heart: the biggest difference between Fu Zhan and her and Brother Qing is that he does not have such a thing as a bottom line. Perhaps, in his heart, their bottom line is also a manifestation of hypocrisy and stupidity.

"Sounds beautiful. Without any hesitation, Qiao Yun made a judgment in an instant, "But in this way, it is not in line with my original intention of creating this brand, [Yun] is a brand designed for women with sufficient economic strength, and what I want is also textured marketing, I don't need such a farce." ”

What kind of farce?[Rhyme] Is the marketing he prepared before very textured? This is obviously just an excuse, but Brother Qing is obviously relieved: it can be seen that although there is no reason, the ideas proposed by Fu Zhan before also make him instinctively struggle.

Fu Zhan's eyes swept over Brother Qing, stayed for a moment, then moved to Qiao Yun, and looked at her for a moment, Qiao Yun raised his chin, and he didn't let it go, he narrowed his eyes, his eyelashes lowered for a moment, and when he raised it again, there was a smile in his eyes.

Miss Qiao was right. He is as good as a stream, with a heaviness as the wheel of history, in a tacit atmosphere, he retreated and said, "This is also my personal idea, if you deploy the brand policy because of this, of course, it is not prudent enough, just treat it as nothing to chat." ”

What if you don't deploy? This is just a momentary hypocrisy, and if you can't bear it, it's just self-deception and a woman's kindness, so you will go at the same pace as before, and [Yun] will still be a big winner. He retreated from this battle, but it was the whole general trend that he won, so why fight for a while? Don't look at him who is giving in now, but the person who wins may not be Qiao Yun.

Brother Qing obviously felt like this, and he was also ashamed of his unprofessionalism, just like the performance of everyone who was still a little ideal in front of reality, he didn't dare to continue to stay at the battle scene, since the meeting had come to an end, he made an excuse and hurriedly slipped away, leaving Qiao Yun and Fu Zhan alone. Fu Zhan didn't think it was upset, ended the topic, and talked to Qiao Yun about overseas affairs, "Chen Indi's English is not good, should a specialist be promoted to be responsible for overseas marketing, or should it be recruited external......ly?"

"You've got it done. Qiao Yun is not like Brother Qing to cover her ears and steal the bell, she knows that she may be hypocritical, but so what? She doesn't need any reason to do things, and there is nothing to struggle with, just because she wants to, this reason is enough. "I'm going to tell you about values marketing – you may be right, but I don't agree with that. ”

Fu Zhan raised his eyes to look at her for a moment, then focused his gaze on the screen again, and he said gently, "Oh?"

"So I'm going to react to that, and those reactions aren't necessarily good for the company's growth — I have to tell you that first, and ask for your opinion. Qiao Yun leaned back, crossed her hands and looked at him, and when she said this, she smiled and was deliberately arrogant, "-Actually, it's useless for you to object, Brother Qing will definitely support me." ”

“…… Oh. Fu Zhan was not shocked, took off his glasses, took out the glasses cloth and began to wipe them, "In that case, you don't have to tell me, you can do it directly." ”

Again, every time her straight ball was silently dissolved by him, Qiao Yun admitted that she had the feeling of luring a wolf into the room - it was not even her intention to attract him to the company in the first place. The more familiar he is with Fu Zhan, the more frightening he becomes, his speculation about the future is almost a prophecy, such a double businessman, such patience, he joins [Yun], why don't he leave, he doesn't leave if he tears his face, what does he want to do, what does he want to get?

Once again, the anger and impatience of the frustration dissipated, Qiao Yun suddenly calmed down again, full of patience again, and she said calmly, "Over there, I owe you a third of the shares." ”

The jump in the topic was confusing, but Fu Zhan was just as unfazed - after the sudden outbreak in New York, he quickly found a new way to deal with this madness, always like this, good at adapting. "So?"

"I should give it to you, and I know you want it. Qiao Yun propped her hands on the table, looked into his amber color, closer to the orange-yellow pupil in the sunlight, and said slowly, "But I won't give it to you like this." ”

"Then what can you do for me?" Fu Zhan asked kindly, seemingly unresponsive to her approaching, his hands still squeezing the temples steadily.

"It's a good day, you've shared some insights, and it's something you rarely share with us," Qiao Yun said, as she unleashed the lawless sharpness and madness of one of her weapons—exquisite beauty, and the second weapon—and spread it through the air, getting closer and closer, getting closer and closer, "but that's not enough, you haven't told me enough." ”

Fu Zhan's eyes widened, this was an instinctive reaction to maintain eye contact after the distance gradually approached, but other than that, his response was still so hard that there was not a trace of trembling. "What more do you want to know?"

"You know it all. If you get closer, you will really have physical contact, Qiao Yun glanced at him quickly from top to bottom, smiled and withdrew: this temptation failed again.

But it doesn't matter, it's good that the attitude has been expressed, at least Fu Zhan already knows that she won't be fooled by him anymore. She straightened up and waved her hand, turned and walked out of the office, forgetting about him in a matter of seconds: he might want to use this mystery to attract people to think about him, but she wouldn't step into the trap.

However, Qiao Yun can't deny that on the way back to her office, she was thinking about consumerism - although she had a few years more experience than him, it was indeed after Fu Zhan's words that she began to look at the problem from this perspective. Regardless of whether she recognizes this value or not, or whether she is thinking of making her own response to this value, she has always considered Fu Zhan's wisdom.

This made her a little more annoyed, in the final analysis, everything that Fu Zhan represents made her dislike, especially his calmness - the market cannot be affected by personal will, the rise of consumerism is the general trend, no one can change it, the implication is, of course, even if she is disgusted, but she can't do anything.

He is right, this is the most disliked, Qiao Yun really can't do anything, it's one thing to start a show willfully, it's one thing to do it against the trend in marketing, the clothing industry is originally a product of consumerism, how to oppose it? Is it to end the brand operation directly? That is not actually a victory, but a kind of escape. The brand really no longer belongs to itself from the moment it is generated, it has its own laws of operation, Qiao Yun has never realized this so deeply, [Yun] is soaked in her traces on the one hand, but on the other hand, it has long been beyond her control and has an independent destiny.

But do you really want to make concessions to Fu Zhan? Is there really no other way? This matter now seems to have become another duel between her and Fu Zhan, and her silence and the success of the brand will become his victory chips, making him the invisible winner.

Fu Zhan has always said that he wants to help talented designers build brands, which is the reason why he joined, and he has always played an excellent role of 'loyal minister', from the perspective of the brand, Qiao Yun is not ignorant of his dedication, and she is also grateful, but on the other hand, she feels more and more that this invisible assistant who almost never disobeys and never toughens is also a strong enemy, an opponent who lurks between elbows and armpits. The game between them may have started before she knew it, and the stakes in the game included rhyme, but not just rhyme, but many, many other things. This is a duel in which she has no confidence, every step seems to be a foreshadowing of the final defeat, and she is lagging behind in all aspects of the competition, social relationships, wisdom, patience, Fu Zhan is better than her in everything, all she can rely on is her own madness and madness.

And she's always been the least fond of losing.

It's so dangerous, her adrenaline is burning, but she has to force herself to stay calm, this contradictory feeling makes her walk around, this night, Qiao Yun stayed late in the office, and she hadn't thought of a countermeasure yet, but she made a few first drafts of the next season's design by mistake. 166 Reading Network