Li Jiaqi, who is in dispute, reflects the ecology of Internet speech: PUA or true nature?

The recent remarks made by top e-commerce anchor Li Jiaqi have sparked huge controversy.

When recommending a Huaxizi brand eyebrow pencil, when faced with netizens saying that the product is becoming increasingly expensive, he said, "Sometimes I look for my own reasons. After all these years of salary increase, have you worked hard?"

Despite responding immediately in the live broadcast room and publicly apologizing in the early hours of the morning, this statement still sparked great controversy. In a survey released by the Morning News, nearly 2000 people who have participated in the vote so far, nearly 39.8% of them believe that "he has changed and cannot understand ordinary workers", nearly 27.8% of people believe that "they cannot accept this kind of apology", but nearly 21.7% of people believe that "there is no need to criticize, and if you are uncomfortable, you can not buy".

In the opinion of some opponents, Li Jiaqi will come up with such a statement, which is the same as the popular consumer PUA on the Internet today. The essence is still vanity and love the rich; But some people feel the need to connect with specific situations, "Nowadays, there are not many public figures who dare to express their true feelings online."

Is it common online that "I can't afford it because I don't work hard"?

On the evening of September 10th, when Li Jiaqi was promoting a 79 yuan eyebrow pencil from the brand Huaxizi in the live broadcast room, some netizens left a message saying that this eyebrow pencil is becoming increasingly expensive. Li Jiaqi immediately said, "Don't talk nonsense with your eyes open. It's difficult to make domestic products. For so many years, I've been paying 79 yuan, and buying one and getting two as a replacement. Sometimes I look for my own reasons. After all these years of salary increases, have you worked hard?"

This statement immediately sparked controversy, with "Li Jiaqi leading goods to fight against netizens" quickly appearing on the hot search. The next morning, Li Jiaqi publicly apologized on Weibo, "I am already a makeup counter salesperson, and I deeply understand that everyone's work is hard and not easy. What I said did not meet your expectations, and I am truly sorry."

Li Jiaqi publicly apologizes on Weibo

"Li Jiaqi deserves to be an Internet practitioner, and this statement is too common in the consumption topic of social platforms." A brand sales representative, Ed, opened his social platform account, and almost all of the consumer posts recommended by the algorithm had similar comments. In a netizen's record of "it seems that there are not many people carrying bags from a certain luxury brand now", someone commented, "That's because your circle is not enough.". In another post that roast about the poor quality of a brand bag, someone answered, "This is a commodity. If you feel that consumption is abnormal, it is because you have a problem in mind." Then someone echoed, "It is not because of the lack of money." Under some posts that discuss the price of consumer goods, many netizens laugh at themselves, "expensive is not its problem, it is my problem."

On social media platforms, some people defend Li Jiaqi in a language similar to Li Jiaqi's controversial remarks: "79 yuan for takeout is not much to order," "I think it's my problem to be expensive, isn't it?"... "Nowadays, some platforms have a very extreme social culture, especially when it comes to money. Their way of speaking is often mocking and 'overwhelming'." Ms. Cao, who has worked in foreign companies for many years, found that some social media platforms are popular for showing off wealth, and algorithms have made these posts flood their phones, making it easier for people to have illusions and fall into anxiety. ". Previously, when she was commenting on the attitude of shopping mall services on a social app, someone checked her post and commented, "Just buy an entry-level brand, why do they give you a good face?" "Although I don't know why Li Jiaqi said these words, such words do represent a group of people on the internet today."

Do social media platforms still tolerate "living people"?

After the dispute occurred, someone verified that the price of the product in Li Jiaqi's live broadcast room did not change. And some netizens who have watched the entire live broadcast also recalled that Li Jiaqi also talked about the reasons for his loss of composure during the live broadcast, "it is difficult for domestic brands to do so.". In addition to his public apology in the early morning, he also responded during the live broadcast.

It is reported that after expressing controversial remarks, Li Jiaqi also said, "We will have very cheap eyebrow pens in our live broadcast room, and everyone can buy them according to their own needs.". Then he almost muttered to himself, feeling embarrassed, saying that he couldn't see his previous state.

"The criticism of consumers earlier was somewhat extreme, but after reading the following paragraph, I still think I can understand it. Ms. Yue, a citizen who watched the live broadcast, said," His way of speaking is not appropriate, but it can be seen that he hopes domestic brands can gain more recognition, and he is actually expressing his true emotions. "Ms. Yue noticed that there have been frequent interviews and online statements by netizens who have" archaeologized "public figures in their early years, and they have appeared on hot searches several times. These statements are not necessarily correct, and some even use vulgar language." But at least you can see real and interesting people. Real flaws are at least better than pretending to be perfect. "

Ms. Cao was "fans" by Li Jiaqi in those years because he rolled his eyes at a luxury brand selling thousands of yuan in the live broadcast room, and roast that "I can accept buying lipstick as a gift". "Maybe with the growing business, it is difficult for him to show such true nature again."

Online live streaming requires emotional resonance

Overnight, Li Jiaqi lost nearly 700000 followers on Weibo. Some fans who have been following him for many years believe that his remarks are a thorn in his side.

"His expression and blurted out words, even if they are true, deviate from many 'pig girls' who have always supported him and have low consumption ability. Ms. Du, who works in the advertising industry, has been following Li Jiaqi since 2019. She remembers that Li Jiaqi first became popular because he tried to apply lipstick on his mouth." When the prices in various live streaming rooms were similar, the first group of fans were attracted to him because he was very professional in live streaming and objectively commented on cosmetics. "Ms. Du remembers that at that time, he not only recommended products, but also spoke frankly about the shortcomings of some products," speaking from the perspective of consumers. ". "But this time, as a long-time practitioner, he has already spoken from the brand's perspective."

In the eyes of some industry insiders, the difference between live streaming rooms and traditional sales lies in the need to spread content and form emotional resonance in addition to products. "For example, Li Jiaqi's early trial and comparison of products is a kind of content output. His roast can arouse the emotional resonance of consumers." Mr. Yang, who is engaged in anchor related work, believes that in recent years, the prices of "China-Chic" and "national products" have kept rising, and people's "emotional consumption" has weakened, and Li Jiaqi's operation has hurt some of his users emotionally. "Critics do not all feel that goods are expensive, but rather feel emotionally hurt."

Some industry insiders are concerned that with the booming live streaming economy, the profits of broadcasters, especially top broadcasters, as communication channels have increased, which has reduced the benefits for enterprises and consumers. Some brands and consumers are now more inclined towards offline consumption. "For example, the top cosmetics in live streaming, powerful brands have already spread content and emotions through cultural exhibitions, gatherings, experiential courses, and other means. This poses a challenge to live streaming."