There are only two things in the world that are inevitable, and that is death and taxation.
Editor’s note: This article is from the WeChat official account “Gelong The Department of Finance hotspots “(ID: glh_finance) , author: Victoria powerful Yeah.
It’s Double 11 again.
In the anti-epidemic fight in Europe and the United States, people may not be able to go out during the “Black Friday” and Christmas shopping seasons. Double 11 has undoubtedly become the last and largest shopping carnival in the world this year.
This year’s Double 11 has even become a “barometer” for other countries to spy on China’s economy. The German “Business Daily” specifically reported on Double 11 the day before yesterday, stating that “the purchasing power of Chinese consumers has returned to the level before the epidemic.”
This year’s Double Eleven, in the total sales expected to exceed 320 billion yuan, the beauty and skin care category is the absolute winner. The growth of this category is mainly driven by home beauty appliances whose sales have almost doubled compared to last year.
This proves an interesting phenomenon: among the tens of billions more in sales on Double 11 this year than last year, the IQ tax contributed the most.
01 Women who win women win the world
As the saying goes, selling things is not as good as selling feelings, and selling feelings is not as good as selling humanity.
In the rush of consumption upgrades, Li Jiaqi cleverly grasped the psychology of consumers, selling inferiority to women-you will become ugly if you don’t buy it, and selling confidence to men-you will succeed if you buy it.
But no matter what method is adopted, it is always easier to sell things to women than to sell things to men.
The so-called “her economy” nowadays comes from the ranking list of ethnic spending power generally recognized by sales experts: girls>children>young women>elderly>dogs>men.
For what was originallyWomen who are the mainstay of consumption, strengthen their belief in consumption, and only need to package “consumption” as “self-investment” to create a sense of crisis that if others do not consume, you will depreciate.
Money can’t beat inflation at home, you can’t hide wrinkles without beauty.
Speak out, you may not believe it. Behind the popularity of beauty equipment is the resonance of economics and life science, my friends.
The mainstream beauty instruments on the market have undergone several changes, from vibration and friction to lightElectric Technology Seeing to be going to quantum mechanics.
The effect is still stuck in Gödel’s first theorem-it cannot be verified or falsified. So how do you know if it works?
On the other hand, the price of home beauty equipment is very stable.
If youAsk the business where these machines are expensive, and they will tell you that you are sticking to it.
Almost all beauty instruments will say that if you stick to it, you will see the effect. But I think if you use Fool To maintain the spirit of Yishan, I insist on doing teacher Cai Guoqing’s dry face rubbing exercises every day, and the effect is the same.
Seeing that the “face tax” is so easy to collect, the “body tax” is also ready to move.
After carbohydrates, led by sugar, were scientifically proven to be the main cause of obesity and related diseases, “sugar removal” became more profitable than “hair loss.”
On October 29, just before Double 11, I was afraid that consumers would pay too much IQ tax. CCTV NetworkQuick horse and whip’s put #网红脱糖电饭锅不脱糖# to send Hot search.
Although it cannot be said that it has had little effect, its effect on IQ tax payment is still limited. Searching for “de-sugar rice cookers” on a certain platform, there are a variety of “de-sugar rice cookers” ranging from 500 to 2000, and the non-white brand products can sell hundreds of units at the time of 11.11.
At the beginning of this year, Ms. Dong used the slogan “Three highs to buy our rice cooker, make sure you eat it open, and the blood sugar will not rise” as the slogan for Gree’s sugar-free rice cooker platform.
Although Gree’s de-sweetened rice cooker is actually a sprouting rice cooker, it does use some “core technology”, which is not the same as the rice cooker named by the CCTV network, which filters out the rice soup even if it is “de-sweetened”. However, due to the radical scrapping of the label of “de-sugar”, it still has not escaped the fate of being called the “IQ tax.”
Because “de-sugar” is not easy to gain weight and is healthier, there is indeed a scientific basis. Whether it is pots and pans or eating, drinking, and having fun, it is only a matter of time before the “de-sugar tax” comes back.
02 The IQ tax of “four generations under one roof”
Although some contemporary young people are proud of having never watched live broadcasts and claim to resist the sugar-coated shells from consumerism, in fact, the post-80s generation is the most robust leek cultivated by the IQ tax. The leeks cut from them are even the unprecedented “four generations living under one roof”.
Of course, this picture is just a paragraph. The payment for knowledge, shoes, blind box, and junk stock mentioned in it do not meet the definition of IQ tax in this article.
The value of 1 piece is sold for 100, which is a problem discussed in the art auction (200 million to buy pots, 500 million to buy paintings, why do rich people like to play auctions?). IQ tax discusses things that cannot achieve the claimed effect, even if this thing is only sold 10 yuan.
If you think that your grandparents started paying IQ taxes from “Yangshengtang”, you would be wrong.
At the beginning of the reform and opening up, the Chinese people who started to have spare money for health care were all bitten by the “God Turtle”.
The richest man Zhong Suihui and his turtle pill “carried” by Nongfu Spring, from the light of Chinese track and field to the scam master Ma Junren and his Chinese turtle spirit (the legend about Ma Junren can be done by yourselfBaidu, or type “Want to see” on the public screen).
Relying on the “strong teamwork” of these two, in the early 1990s, the king’s eight products were born, and the value of turtles skyrocketed.
The turtle itself does have a very nutritious ingredient, but the Chinese soft-shelled turtle essence is a veritable IQ tax.
First of all, no matter how nutritious soft-shelled turtles are, it is difficult to achieve the effect of prolonging life and prolonging life when children drink nootropics and brains. Secondly, another reason why it cannot be realized is that there is only one ornamental turtle in the whole factory.
But it is this kind of product that can sell for more than 100 million yuan a year in sales in the past nine years.
Simply, with the gradual popularization of the Internet and the opening of the scope of information circulation, it has become more and more difficult to collect IQ taxes from grandparents by selling dog meat.
Before and after the millennium, the middle class has risen, and there are more and more well-off families. In line with the principle of not being poor in education and not being bitter in children, good back and learning machine have reaped the parents.
It was also from this time that the “sales perpetual motion machine” that used sales anxiety to bring goods gradually took shape.
The ads with good back and back are full of anxiety.
Spend a lot of space and photos to explain how children’s incorrect standing and sitting postures cause distortions and distortions of the spine and stature development.
But, after all, the IQ tax is about poor information. At that time, and even now, most people still feel that there is a posture called “hunchback”, which is the only consequence of the only reason for “straightening lazily”. But in fact, there are too many reasons that seem not straightforward.
Beibeijia provides a simple and rude solution to everyone, which is to fight against the body’s natural posture violently. Although the pictures below are not good, they are the same roughness.
And how can you sell such a simple and crude product expensive? Just use an “emotional kidnapping” trick at the end of the advertisement-not buying you means not loving your child.
More than ten years have passed, when experienced users with good backs are financially independent, they are catching up with the rise of the Internet celebrity economy.
The KOLs gave an order, and the leeks went forward.
Before beauty instruments became popular, the last hardest hit area was “collagen”.
It takes only one sentence to overturn collagen skin care products: Collagen is a large molecule, and human skin can only absorb small molecules.
But of course the business will not stop there, saying that external application is useless, then I will take it internally. However, the effect of oral collagen is not as good as eating pig skin. Drinking it will not directly turn into collagen in the skin, and it will also lead to excessive amounts of collagen synthesis in the body.
Zhang Yuqi once shared with netizens that she had a lipoma on her thigh in her book, and the doctor said that it might be related to her taking a lot of collagen supplements.
Collagen that is nowhere to be placed would rather become a tumor,Did not go to the face. But collagen products still reproduce the flourishing age of Chinese turtle essence.
Now, when the post-80s enter middle age, they finally don’t want to “invest in themselves” anymore and start to embrace pragmatism.
They may be able to turn a blind eye to Li Jiaqi’s “Buy it!”, but they can’t turn a blind eye to the child’s eager eyes for a little genius phone watch.
Little genius phone watches, no matter how they perform in terms of watches, they are completely worthy of the word “genius” in marketing. Soon after it came out, I mastered another marketing technique that can be compared with sales anxiety-emphasizing additional functions.
The birth of children’s phone watches is completely reasonable, easy to wear, convenient for parents to contact their children, and can be positioned. But to realize these three functions, Xiaomi only needs 200 yuan, while Xiaotian only needs 2000 yuan.
Because the little genius sells not watches, but circles.
After opening the market with a gorgeous appearance and a large number of advertisements in the early days, Xiaotian has developed a function that can only add friends with the same brand based on a reliable user base.
Then, imitate the WeChat ecology, join the Moments of friends, like each other, post steps, NFC bus card, even scan QR code, etc. You don’t need the functions of a phone watch used by a primary school student.
But with this combination of punches, as long as 5 out of 10 classmates wear little geniuses, even if your child wears an Apple watch, they will feel unable to fit into the classmate’s “circle”.
At this time, the last sentence of Mei Beijia’s advertisement, “For the children, it’s worth all the money” came up again.
03 Conclusion
As people have more and more spare money, there are more and more “useless” things.
The IQ tax, although it sounds like a mockery of certain product consumers, but which of these products does not precisely hit the pain points of these age and circle users?
From this perspective, “IQ tax” should be called “humanity tax” because it has never been related to whether a person is smart or smart.
Its central idea is actually the word “tax”.
Benjamin Franklin once said: “The only two things in the world that are inevitable are death and taxes.
Although it is said that the IQ tax of poor informationIt will definitely decrease as the difficulty of obtaining information decreases, but how absurd the quantum speed reading is, the IQ tax will be hard to escape.
Riding the wind and waves, Qiqizi just tore the collagen on her front feet, and bought a good back on her hind feet.
Everyone is well-off. This is a good phenomenon, and it is inevitable and understandable to pay some taxes after being well-off.
At the same time, the enlightenment that the little genius phone watch brings us is: When we grow up after 10 years, IQ tax not only has to be paid by everyone, and IQ tax is evaded, although it will not be punished by law. But it is likely to be despised by friends.