The biggest credit for the night is to let you see 300 million poor people.

Can cheap, low-quality goods repair the life that is stretched?

The controversy about the fight has spread to foreign countries.

It is reported that on August 1st, US Eastern Time, six US law firms announced that they would launch a class action lawsuit against investors.

Previously, the brand image that was created by the multi-disciplinary group for the low-income group also attracted a lot of controversy. For those who are living hard, can you save them?

On July 29th, the famous writer Zheng Yuanjie issued Weibo, saying that after receiving reports from many readers, he found that a shop called “Star Baby Home Life franchise store” sold a lot of pirated books.

This microblog has unveiled the tip of the iceberg of a large number of fakes and knockoffs on the platform. Although these things have already appeared in many fights, but until the United States listed in the United States, people suddenly found that the original "three hundred people are using" a lot of fight, there is really a huge market and profit space behind .

Fake Maotai, pirated books, 7.5 yuan of milk powder, dozens of Beinmei milk powder, super bear laundry detergent, blue moon shell laundry detergent, cottage appliances..... These we thought that the consumption will continue to escalate today will disappear in the market The fakes are resurgent in the fight. It is no wonder that some netizens claim that they are going to list more and more "to make China fight back for 20 years."

Zheng Yuanjie Weibo directly refers to the sale of pirated books, infringement of copyright

On July 31, the fight made a lot of positive responses. For the issue of counterfeit goods, founding partner Dada responded: "Fake goods are human problems, and fake goods are social problems."

Although some people say that this is a lot of "shabu-making behavior", they have to admit that it takes only three years for the "miracle" itself to start from scratch, and it has a lot of meaning to be interpreted.

At this time, you can browse through the various real-life buyer shows in the multi-platform platform. You will find that the truth may not be that the consumption of “we” is suddenly downgraded, but a group that has been neglected by the discourse center before – that is "China next door", their consumption is being difficult to "upgrade."

An Inner Mongolian herder received a subsistence allowance. / Xinhua News Agency

Cognitive illusion brought about by class barriers

When Jia Zhangke received the award in Cannes, he said: " I was particularly passionate when I was making a movie. I think that movies can change the world, but now I feel that the world has changed too slowly. "

We always feel that the current society is changing too fast and the economy is developing too fast, but the facts have repeatedly reminded us that this is actually just the illusion of our wishful thinking.

There are still many poor people in China, and they have solidified. The income gap between different regions, different industries and urban and rural areas is also increasing. It is rude to simply divide the city into one, two, three, four, five, five, and there are a large number of low-income households in the north and the north, and villages in remote areas also have wealthy local tyrants .

I used to think that "300 million people are fighting" is just a slogan. Because in normal times, in addition to some of the elementary school students who stayed in their hometowns and the less familiar distant relatives will occasionally send a "pro, help to bargain" link, there are really few people around.

However, it was only after the listing of the United States and the United States that it was discovered that the 300 million users really existed - the number of active buyers on the market was as high as 343 million.

What is this concept? This is equivalent to one in every four Chinese people.

Just as we always produce the illusion that "the people around us are 985, 211 graduates" and "one billion can achieve financial freedom", "a comprehensive upgrade of consumption" has become our "high place" without self Another great illusion of knowledge.

Some people’s consumption has not yet begun, so what about upgrading? / The film "The piano of steel"

Some people have done this analogy: China has 85 million disabled people and 80 million undergraduates, but we always think that disabled people are a minority, and undergraduates are running everywhere. In fact, undergraduates are actually a minority.

Looking up, poverty limits our imagination. Looking down, “rich” is also limiting our imagination.

Before "We" shouted "consumption upgrade" and the Internet industry broke out, we did not care about the consumption power, consumption desire and consumption level of this group, because at that time our attention was mostly focused on the middle class.

In 2016, Credit Suisse released data that there are 800 million consumers in China with mature purchasing power, of which more than 100 million belong to the middle class. The McKinsey report also said that the Chinese middle class (groups with an annual income of 115,000 to 43,000 US dollars, or about 75,000 to 280,000 yuan) has 225 million people and is expected to increase to 275 million in 2020.

Therefore, Wu Xiaobo vowed that the middle class will have a strong influence on the Chinese consumer market, and the price/performance ratio will eventually give way to performance ratio. 2016 will be the first year of new middle-class consumption.

Wu Xiaobo's channel was later raging. At that time, everyone thought that the middle class had the world. Two years later, a lot of listings hit the public media leader in this new media era with a loud slap in the face.

Hundreds of old people in Jiangxi queued for a few hours in the cold wind of 10 yuan. / Zhongxin Net

Therefore, the self-deprecating titles of “Buddha youth”, “invisible poor people” and “proletarian middle class” frequently appeared. Because everyone looked at their wallets, they finally realized that middle-class consumption is actually a bubble – “consumption downgrade” is life. Most of the time:

Buy clothes to grab the basic clothes of the Uniqlo to grab the spit, line up with the big sun to buy a little bit, ride a 20-minute shared bicycle and don't want to take a taxi, stay at the hotel to eat the flies and not go to the sights...

For young people who are working in office buildings, the mobility of the class may not be much higher than that of the uncle who sells pancakes outside the office building.

In Beijing, the office buildings at night are brightly lit. / Workers Daily

Consumption is still upgrading or downgrading

In the article, "A lot of success, does it reflect the depression of the Chinese economy?" " The overall consumption of China may not be as strong as expected," said the author .

The success of the fight has made us realize that after some people have consumed it before, now those who do not consume before will also need to start spending.

On the issue of whether consumption is upgrading or downgrading, the article refers to the indicator of “the total retail sales of consumer goods”: in 2010, the actual growth rate of total retail sales of social consumer goods in China was 15%. In the first half of this year, the growth rate has been It fell below 10%.

The level of consumption of the people is closely related to the income level of the people and the social security system. In terms of income level, the income growth of Chinese residents has slowed down year by year. In 2013, the per capita disposable income of the national residents increased by 8.1% year-on-year, and only 6.6% in the first half of this year, which was lower than the GDP growth rate during the same period.

Even in the first- and second-tier cities, the villages in the city still gather a lot of low-income groups.

At the same time, not only the growth of wage income slows down, but also the growth of property income is not optimistic. The short-term bear market in the A-share market is constantly eroding the property of investors. The property market is also for most people who do not have a house. Squeeze its spending power.

The article also compares the social security system and points out that China's social security system is not perfect. The pension replacement rate is lower than the World Bank's recommendation, which means that the living standard after retirement does not drop significantly. With a pension replacement rate of around 40%, it is difficult to maintain a relatively decent life after retirement.

All in all, in a word, in the face of high-intensity consumption, everyone's income is still too small.

From this point of view, the results of the previous survey of "average expected salary of graduates after 95 years is 6174 yuan" will not be so surprising.

Tianjin, a job fair was crowded. / Xinhua News Agency

Not "China next door", but real China

After the 19th National Congress, the main contradiction in our society has become a contradiction between the people’s growing needs for a better life and the development of inadequate imbalances.

In this context, household consumption does show a trend of “grading”. The article "How big is the income gap between Chinese people? "It is described as: "On the one hand, the high-speed rail is full, the occupancy rate of five-star hotel rooms is rising, and the per capita shopping spending of overseas is leading the global consumption upgrade; on the other hand, it is the ability to cook at home, never go to the restaurant, can ride a bicycle. Try not to downgrade the consumption of taxis."

What this reflects is the growing income gap between our various industries, different regions and urban and rural populations.

In measuring the income gap of residents, there is an internationally common indicator "Gini coefficient": the larger the Gini coefficient, the more uneven the income distribution. In the world, 0.4 is usually used as a warning line for the gap between the rich and the poor. If the Gini coefficient is greater than this value, there is a potential risk of social problems.

Wind data shows that since 2003, China's Gini coefficient has never been lower than 0.46, and in the last three years, it has increased year by year, from 0.462 in 2015 to 0.467 in 2017.

According to the National Bureau of Statistics, in 2017, the top five provinces and cities with the highest per capita disposable income of residents in all regions of the country were Shanghai, Beijing, Zhejiang, Tianjin and Jiangsu, and the lowest five provinces and cities were Tibet, Gansu and Guizhou. Yunnan and Qinghai.

Will young people who participate in the exhibition use more?

Among them, Shanghai with the highest per capita disposable income is 58987.96 yuan, and the lowest Tibet is only 15457.9 yuan, only slightly higher than the quarter of Shanghai.

What is even more sad is that in reality, the income gap between individuals and individuals is more cruel than various figures.

For this reason, we will be happy to talk about all kinds of “squint chain”: chasing stars with contempt chain, consumption with contempt chain, reading with contempt chain, listening to songs with scorn chain... In the end, what apps are used to buy things have contempt Chained up.

What is hidden behind the scorn chain is the evaluation and value judgment of a user group. So after exposing the huge user base behind the fight, we will feel so uneasy - because their consumption habits and consumption behavior are incompatible with our "pre-consumer group."

In the interview, the founder of the fight has said an intriguing statement:

“The consumption upgrade is not to let Shanghai people go to Parisian life, but to let Anhui Anqing people have kitchen paper and have good fruit to eat.”

However, judging from the current situation of filling up fakes, the facts do not seem to be the case.

Skyworth TV's statement on the platform

When the master of management, Drucker, was interviewed by a reporter from The Wall Street Journal for the last time, the reporter asked him: "What is the true meaning of business?"

Drucker said: "Shoes are real, and profits are only the result."

The reason why people in the world need someone to sell shoes is because someone needs shoes, not because someone needs money. A lot of red, so that Weibo, know, people in the forum, suddenly smashed into a lot of people who are struggling in life.

Public opinion always likes to talk about college entrance examinations and even study abroad, but those young people who have been rejected by these two major exams and entered the social work early have almost disappeared from public opinion. / Documentary "College Entrance Examination"

Many people say that people who play the second yuan, play with technology products, and play with beauty, from the concept of consumption to the outlook on life, cannot understand the life of another group of people.

However, one thing is certain is that if there is anything that can save China's low-income people and bridge the gaps in China's class, it will not be the most criticized.