In one word, overnight, the faith of "all girls" collapsed

In the past two days, Sir has been paying attention to the "Li Jiaqi incident".

The cause of the incident was that Li Jiaqi sold Hua Xizi eyebrow pencils in the live broadcast room, 79 yuan a piece.

Many netizens left messages saying: "The eyebrow pencil is too expensive" and "The price has increased".

Li Jiaqi said: "This price has been this for so many years, don't talk nonsense with your eyes open, it is difficult for domestic brands..."

The most important thing is the second half of the sentence: "Where is expensive, sometimes look for your own reasons, whether the salary has risen for so many years, whether you have worked seriously." ”

This remark directly sent him to the next day's hot search and hung up all day.

Netizens blamed their dissatisfaction on Li Jiaqi's arrogance, "all girls' backstabs", and the boss's "no salary increase blames you for not working hard" PUA.

But frankly speaking, Sir did not particularly dislike Li Jiaqi.

After all, Sir is not the audience of Li Jiaqi's live broadcast room, and he has never entered the pit, so it doesn't matter if he collapses.

So compared to scolding him.

I want to discuss how to understand Li Jiaqi's rollover.

Li Jiaqi has changed?

What a change is Li Jiaqi.

01

Let's start with "change".

Li Jiaqi has indeed changed.

Without listening to the voice, you can also read Li Jiaqi's emotions at that time from his expression: angry and impatient.

Maybe long-term high-intensity work.

Perhaps it was the netizen's statement that angered him.

It may also be that the income is different from the past, and it is no longer difficult to take out the service attitude of the cabinet brother: the mentality is different.

But no matter what, we don't need to understand Li Jiaqi.

Because the audience who enters the live broadcast room is not to understand how difficult it is for a person whose income is many times higher than himself.

Everyone just wants to see the familiar and recognized Li Jiaqi.

What was Li Jiaqi like in the past?

He will not bring goods by accusations and suppression, but by sincerely thinking about users, so that users feel:

"You should earn this money."

So.

Li Jiaqi has been on the hot search more than once, but most of the time, even if there is a situation that is unfavorable to him, netizens also speak for him on the ground: "Protect our Li Jiaqi." ”

He knows how to put himself in his shoes.

Can't afford is you unworthy?

The Li Jiaqi who everyone supported in the past would not say this.

When the process came to a lady-level skincare product, he wanted to skip it, feeling that the price was too stressful for ordinary people.

That is to say, he tacitly agreed that the mainstream audience in his live broadcast room were ordinary workers and students, and everyone was squatting live to fight for that discount, not shopping freely.

So when this product ran out of minutes, he was also flattered and lamented "how can there be so many rich women".

He is everyone's "mouth substitute".

In the past, Li Jiaqi would try 200 lipsticks in the live broadcast room.

Netizens feel sorry for him, he said that this is his job, everyone does not need to be distressed.

This moment makes ordinary people empathize: isn't this like the hard-working self?

Now, Li Jiaqi's influence is growing, and more products are coming to the door, from beauty to home to all aspects of life.

He has no time to use the traditional "sincere recommendation" style of play to complete such a huge live broadcast disk.

In a word, the value of the "humanoid store" before is not so important.

So, he changed to "price play":

This is also why more and more people are willing to buy from Li Jiaqi.

Not because he knows all the categories in the live broadcast room, tries it himself, and sincerely recommends it, but believes in his influence and the live broadcast room can get a lower price than others.

Who doesn't run around for a few taels of silver and try to save?

So this time Li Jiaqi's rollover is the failure of netizens' double expectations for him:

Ask for money, money is not discounted.

To serve, the service attitude is not good.

So everyone says that Li Jiaqi has changed, he has become "elite" and has lost his original intention.

This is the most superficial layer of this incident.

Behind the scenes?

Sir feels that the bigger conflict lies precisely in Li Jiaqi's "unchanged".

02

"Where is it expensive, sometimes look for their own reasons, whether the salary has risen for so many years, whether there is serious work."

If you don't look at it with subjective emotions.

Li Jiaqi's logic can be summarized as:

If you work hard, you will be able to raise your salary.

Only when you pay can you be rewarded.

Isn't that right?

Whether you believe it or not, Li Jiaqi himself believes it anyway.

Who is Li Jiaqi?

It's a brother with goods.

But from the larger background, Li Jiaqi is a "former dynasty elder".

He is the darling of the former consumerist craze, a model for achieving class leaps in the era of social frenzy.

From that bonus period, he certainly believed that the harder he worked, the luckier he was.

In 2015, Li Jiaqi was just an ordinary cabinet brother of L'Oreal in Nanchang.

But in just one year, he stood out in the Taobao live broadcast project competition of "BA Internet Celebrity" and became a beauty expert signed by Mei ONE.

Coming to this point can be said to be his small success.

But he did not stop and became synonymous with "volume" in the beauty circle.

In 2017, Li Jiaqi spent one year with hundreds of thousands of fans and was hired as a lecturer in Taobao writing and media courses at Jiangsu Normal University.

In 2018, he challenged the Guinness World Record for the most people wearing lipstick in 30 seconds and became the record holder.

In the following years, he also did too many things, including but not limited to participating in various variety shows, attending state-sponsored consumer forums, starring in mini-dramas, poverty alleviation programs, and so on.

In the group of anchors with a short flowering period per capita, it can be said that Li Jiaqi stayed in the market with his own efforts and did his best.

He was serious and hardworking, and he also succeeded:

Successfully ate the dividend.

Therefore, in Li Jiaqi's values and logic, the thesis of "working hard to get more wages" is valid and self-consistent.

And in that live broadcast, selling Hua Xizi's products was the externalization of the "efforts" he always insisted on. He is relying on serious live broadcasts, constantly broadcasting results and earning commissions to become his current self.

So, he thinks, you should also work hard so that you have money.

This is Li Jiaqi's "unchanged".

The problem, however, is that the masses have changed.

03

Li Jiaqi's fame period is still a period of consumption upgrading.

The dominant sentiment expects success and longs for class crossing.

A person's consumption behavior is not only a demand of the present, but also a preview of the future they are looking forward to.

Such as luxury.

True luxury goods are always expensive and can only be enjoyed by a small number of people, such as mansions, yachts, antique collections.

Those luxury goods that are chased by the public are actually trial products.

I can't afford to buy a first-line mansion, but I can still buy first-line cosmetics, clothes, and bags by gritting my teeth.

It's like trying out high-end life through a little lipstick.

We, who are still ordinary at the moment, have advanced part of the brilliance from the future self that is worth looking forward to.

This is Li Jiaqi's core user:

Need some high-end, but still price sensitive.

But.

Once people's expectations for the future change, the current consumption behavior will also change.

On the surface, everyone is arguing about whether an eyebrow pencil is expensive or not.

In essence, Li Jiaqi stung the helplessness of ordinary people in the general environment of "trying but without results".

As everyone commented, he seemed to float in the air.

If you put it in previous years, when everyone was full of enthusiasm for housing, consumption, promotion and salary, everyone should be able to recognize Li Jiaqi's value.

At least, it won't be as loud as it is today, because we have been taught since childhood that "if you suffer from hardship, you can be a better person."

But now what?

It's not that everyone can't endure hardships and work hard.

Rather, there is no reward that can be linked to suffering.

The hot search topic in the past two years.

Seeing "Young Master Wan Liu", netizens lamented that efforts are useless and just want to be "old slaves".

Seeing the "second uncle", a person who can endure hardships more than himself, but lives more bitterly than himself, no longer "mental internal consumption".

So what is mental internal attrition?

I don't know why I didn't succeed.

I don't know how to work hard.

I don't know if my hard work will pay off.

When you can't ask for it outwardly.

There is also room for compression inward.

The most straightforward: consumption downgrade.

So, perhaps the bigger conflict is.

When many people had already begun to reflexively move backwards, Li Jiaqi remained in place, and even wanted to drag everyone forward.

For example, he said: "For so many years is this price, don't open your eyes and talk nonsense, domestic brands are difficult." ”

Is it difficult to make domestic products?

What's the difficulty, is it slow-selling, bankruptcy?

Specific to the brand he promoted at that time, Sir felt that Li Jiaqi's subtext was that it was difficult to upgrade the brand.

In Li Jiaqi's view, the 79 yuan eyebrow pencil is not expensive, but should continue to increase in price.

Because domestic products cannot only be equated with cheap, domestic products should also create high added value.

It doesn't matter if the brand he's promoting is worth it or not.

At least this vision exists.

However, it's beautiful to think about, but it's actually so easy to do.

Let's take a look at other domestic products.

Since last year, Heytea has reduced prices and reduced stores.

This year's hottest is the sauce latte, the price of a cup of coffee allows you to enjoy Moutai, isn't this the official launch of "Mingtuan Afternoon Tea".

After Li Jiaqi overturned, the domestic brand that followed up the marketing was Bee Flower, the main 79 let you buy three bottles, and the shipping boxes were all picked up.

Upgrade, who doesn't want to.

Work hard to raise wages, who doesn't want to.

But what Li Jiaqi didn't realize was:

He is an example.

He is in the past tense.

My lord, times have changed.

The picture of this article comes from the Internet

Editorial Assistant: Xiaofang has a strong force