In recent years, there has been a "replacement fever" in the consumer sector. Search for the word "replacement" on social media and shopping software, "replacement" skin care products, "replacement" electronic products, "replacement" clothing, "replacement" "Attractions and other commodities and strategies come into view.

For example, domestic mobile phones costing 2,000 yuan can replace foreign mobile phones costing 5,000 yuan, soaps costing 3 yuan can replace tens of yuan of cosmetic egg cleaning solution, enjoying the scenery of Switzerland in the villages of Tibetan areas, and watching "Little Iceland" in Hangzhou.

　　"Replacement" is a consumption phenomenon that advocates replacing high-priced big-name products with cheap products. Behind it is a change in consumer psychology.

　　From only buying expensive ones, to choosing only the right ones.

In the past, in the consciousness of some consumers, shoes and bags were not bought if they were not from international brands; electronic products such as mobile phones were not used if they were not new or popular; they were not used for dinner or tea, but not from famous Internet celebrity stores.

The pursuit of "face" and the desire to have "fan" lead to "moonlight", "eat soil" and even debt.

Nowadays, more and more consumers are beginning to return to rationality, no longer blindly pursuing luxury goods and Internet celebrity products, but instead advocate cheap alternatives, and prefer to only buy what they really need. This kind of "replacement fever" is undoubtedly a kind of A welcome improvement in consumer attitudes.

　　From the pursuit of feeling, to the focus on practicality.

In some commodity advertisements or on social media, the words of "pseudo-exquisite" and "ceremonial sense" guide consumers or construct scenes, giving people the illusion that as long as they own these items, they seem to have a certain kind of life.

As a result, consumers choose commodities, not because of real needs, but blindly follow the trend.

The popularity of "replacement" also shows that people's consumption has begun to return from the pursuit of feeling to the emphasis on functionality and practicality, and gradually take consumption decisions into their own hands, rather than letting advertising dictate their choices.

　　From relying on the outside, to returning to the heart.

Some consumers seek identity from shopping and build a "perfect world" for themselves. Behind this is the lack of self-confidence and neglect of their own needs, and they are more and more disconnected from real life.

The emergence of "replacement fever" shows that more and more consumers are starting to move away from this "illusory perfection", becoming more sober and calm, paying more attention to their inner and actual consumption needs, and thinking about what kind of life they want.

After all, the real wealth and delicacy of a person only takes up part of the material, and a larger part also comes from the wealth of the spirit, as well as the attitude of serious life and the value created by the society.

　　"Replacement" consumption is a return to the simple consumption concept of frugality instead of luxury and living within one's means, which should be welcomed.

On the one hand, it can shape a healthy and civilized consumption culture, thereby promoting the optimization of the economic structure; on the other hand, it is the embodiment of consumers' pragmatic consumption concept. While changing the consumption trend, it also reminds businesses to pay attention to the quality of goods and services. level, because compared to the products and services themselves, no matter how well marketing is done, it is only the "icing on the cake".

Of course, consumers should also keep their eyes open when choosing "replacement", shop around, and avoid "stepping on thunder".

　　Du Xiuping