Rational response to consumer desire is the cultivation of the new generation

  Consumption is undergoing unprecedented and profound changes. The term “sale” means buying first and selling after, and someone buying is the prerequisite for a transaction to happen. But this logic is being broken. Consumers are beginning to passively follow the supply of merchants to produce consumption behavior, which indicates that now they have entered an era where consumer desires can be created on a large scale.
  Innovating consumption patterns can better meet the material and cultural needs of consumers, but it may also create consumption traps. For a long period of time, we all have demand first and then produce consumption behavior. In the era of creating consumer desire, real demand has relegated to the second place, and consumers often follow the consumer desire created by merchants.
  There are three areas where the desire for consumption is more obvious: one is the blind box economy, the other is the online celebrity check-in economy, and the third is the endless shopping festivals.
  Bubble Mart has become the “blind box first stock”, and other consumer fields are also in the trend of “blind box” for everything. Consumers buying blind boxes are obviously not out of direct consumer demand, otherwise they should buy products that meet their needs. This is obviously to make the consumer desire created dominate.
  The check-in model of Internet celebrity shops represented by milk tea shops is also inducing young people to make consumption behaviors that exceed actual needs. I was willing to line up for a few hours for a cup of milk tea, and even gave birth to inter-provincial purchasing agents who charge far more than the price of milk tea itself. It is difficult to believe that such consumer behavior is rational.
  The masters who create consumer desires are the shopping festivals that are constantly created by major e-commerce platforms. Since “Double Eleven” has become a grand e-commerce shopping festival, “Double 12”, “618” and “Goddess Festival” have emerged. Regardless of whether consumers really have such a large amount of consumer demand, the major e-commerce platforms only see new high transaction amounts every year.
  In the era of material scarcity or insufficient supply, people basically “look at food and eat in a tailored way”, and actual demand plays a decisive role in consumption. At the time of material abundance, stimulating demand by appropriately creating consumer desires can lead to the emergence and development of some emerging industries. However, if the created consumer desires occupy an absolute dominant position, consumers may become slaves to consumer desires.
  This is by no means sensational. I don’t know how many young people, in addition to “moon and moonlight,” in order to fill the consumer desire created by these businesses, they even borrow online loans to consume, and even go into the abyss. Of course, online loans and consumer loans are also created consumer desires that deserve a high degree of vigilance.
  Unlike previous consumption that mainly met material needs, the created consumer desires are more concentrated on social, cultural and other spiritual levels, which meet the diverse needs of young people to a certain extent. There is no need to kill such a desire for consumption, but young people cannot be allowed to perish in it. No matter when and where, no matter how many new consumer desires businesses will create, there is nothing wrong with sticking to living within our means and consuming rationally.
  To achieve rational consumption, young people must first establish correct consumption concepts. The erroneous economic perceptions or value orientations of “timely pleasure” and “not to worry about debts” are often the driving force for consumers to step into the trap. Only by establishing the concepts of moderation, conservation, and environmental protection, will it help to form good consumption habits.
  In terms of consumption habits and methods, people should also improve their determination, be vigilant about some “symbolic commodities” that are overwhelmed with goods and endorsements, and avoid herd consumption; when making consumption choices, they should also plan rationally and do what they can. In order to balance the spiritual needs of enjoyment and the material needs of practicality.
  Of course, society should also provide more help to young people, such as schools offering relevant guidance courses and the media to avoid promoting hedonism and money worship. In recent years, the national level has strengthened the supervision of college students’ online loans, and it is necessary for some colleges and universities to incorporate rational consumption education into basic ideological and political courses.
  In the era of creating consumer desires, the calm and calmness of “you are red and you are red, and I remain unmoved” should become the self-cultivation of the new generation.

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