Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

Do you believe in light?

The essence of the ACGN industry is not a content industry, but mass production of “love”.

“Do you believe in light?” 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

Seeing Tiga playing at BML, I don’t think anyone can hold back the excitement. Who didn’t have Gol Zimme Albagatanj Ocamilla in his childhood? 

It’s just that, most of the purpose of Ye Qing’s return is to harvest your wallet again. Let you, who had no income to love krypton gold when you were young, have the opportunity to burn your youth again. 

Just like not long ago, Hiroshi Nagano, the actor of Dagu, once again joined Tiga to appear on the stage. This is in the 2008 Ultraman theatrical version of “The Great Battle!” After “Super Ultra Eight Brothers”, Hiroshi Nagano returned to the Ultra World again after 13 years. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

It’s just that this time on the stage, no monsters appeared, and Dagu didn’t take up the magic wand to transform, but just preheated the hands-on sale of Tiga Real Bone Sculpture. 

It can only be said that the consortium B is really arrogant. 

Driven by Tiga’s strong appeal, Nagano Hiroshi’s return of feelings and blessings, and the gimmick of the first real bone carving figure in the Ultraman series, Tiga real bone carving has become a popular item in the eyes of everyone, and the pre-sale has begun. He was quickly robbed. Even Hiroshi Maruyama, who designed the styling for Tiga, could not get it himself. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

I am curious how high the price of this figure with the original price of 400 yuan can be in the secondary market after it is released. 

Nowadays, niche hobbies have become capital gold mines, and there are plenty of enthusiasts who are willing to pay a premium for their love of top irons. 

After seeing the fiery markets around ACGN, the scalpers went out to make money one after another. Those peripherals with the original price of hundreds of thousands can be fired to four or five figures in the secondary market. 

What do you say? It’s outrageous. 

So in this issue, I want to talk about the surrounding areas of ACGN, why the premium is so high in the niche market, and what is the price logic behind it, and who is paying for these surrounding areas?

1

In the eyes of the public , spending thousands of dollars on plastic villains is undoubtedly a reflection of the IQ tax. My mother once pointed to one of my female characters and said bitterly: You like this kind of thing so much, and this kind of thing can’t be your wife.

I dared not tell her at the time: This is my wife.

In my opinion, the premium paid for purchasing peripherals is not an IQ tax, but the price of love. In the field of consumption, there is no upper limit on the theoretical price of commodities that involve spiritual consumption. 

Love is a commodity with the highest premium, and contemporary capital has already evolved to the stage where it can be mass-produced “love.” 

The post-90s generations as old as me, or even the earlier post-80s, may have a lot in common in the memories of animation. 

For example, when I hear these music, I get excited inexplicably: the OP prelude of “Dragon Ball”, “China Little Master”, and “Slam Dunk”; 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

For example, family wars and even beatings caused by watching cartoons on TV; 

For example, asking parents to buy a VCD of “Ultraman” or “Digimon” and staying in the video store. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

It can be said that since the 1990s, ACGN culture began to produce “love” in China. It’s just that these “loves” were not fully commoditized back then. 

On the one hand, when I was a child, most of my peers could not afford the expenses of “ power generation for love ”. I still remember that in order to buy the first toy Digimon Dragon machine when I was a child, I didn’t eat breakfast every day and saved up money secretly. After saving for a month, I secretly bought it. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

On the other hand, in the eyes of parents, these things are basically a symbol of the child’s depravity. Just like I bought that Digimon Dragon machine, pinned it to my waist, and walked home beamingly. What greeted me was a paternal love, which was unforgettable for my life. 

In short, in my childhood, there was no opportunity to offer love for ACG.

2

But now it’s different. 

“One wall in the house, one house in Beijing,” this sentence now seems to be lamenting Beijing’s housing prices or blowing up the spending power of nerds and nerds.

Last year, the “Birthday Array” put on by a fan on Gojo Goku’s birthday caused everyone to discuss it because of its luxurious formation and high price. 

There is also the blue-eyed white dragon incident that I wrote some time ago, a limited edition “Yugongwang” card, not counting the 80 million that was speculated in the sky, the original price is also 280,000, which is enough to buy a few square meters in the imperial capital. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

Such stories not only happen in the news, but also in life . 

I know an otaku friend who likes Hatsune Miku. His house is full of figurines and tin sheets. Every time he moves, eight of the ten boxes are nearby. 

In April this year, a Zhai and his wife in Xi’an were angry and their wife smashed a wall. On the wall are the surroundings of the One Piece Limited Collection that he has collected for many years. In the end, this A Zhai property spirit suffered a double blow, and on May 7 this year, he formally sued the court for divorce. 

There was also the “Birthday Array” presented by a fan on Gojo Goku’s birthday last year. Because of its luxurious formation and high price, its appearance in the circle caused everyone to discuss it. 

Nowadays, without spending any money or buying some accessories, I dare not say that I love anime.

According to iResearch’s “Post-95 Development in 2018”, entertainment is the main expenditure of post-95s in addition to necessary consumption such as food and clothing. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

In addition, the consumption concept of contemporary young people is different from the “selective consumption” born in the 70s and 80s. They have a fixed part of their monthly income to satisfy their hobbies. 

It is foreseeable that as a batch of post-95s enters the society and continues to advance, personal disposable income will increase, and their strong spending power will soon be released.

It also means that a lot of spending power on “love” will be released. This wave of consumption power is far beyond our imagination.

You think Luo Tianyi is just a virtual singer, but in fact, the number of fans is not less than some first-line stars. Even if Luo Tianyi’s concert tickets are sold for a price of 1,280, they can be robbed within 3 minutes. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

A friend of mine bought a badge for 20 yuan ten years ago, and now the price in the secondary market has risen to 200. She has used the badge to sell it, which is 10 times. What is the concept of ten times in ten years? The annualized rate is 26%, which is higher than P2P. 

In this kind of consumption, money is a unit of measurement used to calculate how much love can be converted into purchasing power in the market. Nowadays, there is too much love in this market and it is already inflated. So the love of 20 yuan has risen to the love of 200 yuan. 

Can this be an IQ tax? Is this obviously the price of love? 

3

So how does the market price love?

Those of you who have seen the issue of Bubble Mart that I did before will know that the street fashion playing is a marketing method of “man-made scarcity”. Originally, there was no threshold, and the industrial products that could be fully produced were deliberately limited by manufacturers, creating a scarcity that did not exist.

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

With fewer products, the corresponding love becomes nowhere to go, so there is a secondary market.

Products in the primary market are placed in the secondary market. The scalpers do not need to maintain basic face like manufacturers. Products will be re-priced according to market demand. Once the price rises, it can absorb a lot of love that has nowhere to consume. 

Love here, both people need to currency in circulation, so the premium arises. 

Consumers who don’t love it deeply will be dissuaded, and the rest will buy without hesitation. 

In this circulation system, wealthy consumers are qualified to sacrifice wallets, and scalpers are rewarded with real money. 

The manufacturer seems to have nothing, and the premium in the secondary market will not flow into its pockets. In fact, its industrial products are invisibly put on a halo called scarcity.

Again, in theory, there is no upper limit on the price of commodities that involve spiritual consumption. All the manufacturers need to do is to raise the upper limit of those sneakers, dolls and paper people with hunger marketing again and again. 

In my opinion, the essence of the ACGN industry is not a content industry, but mass production of “love”. To put it more broadly, all the cultural industries that young people are passionate about today are essentially industries of mass production of “love”.

In fact, in Europe and America, this system has formed a mature industrial chain. 

Last year, “Demon Slayer: Blade” became a big hit in Japan. Driven by the popularity of animation and movie hits, the licensing business and derivative product sales of the IP “Ghost Destruction” have created a huge amount of wealth. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

The Japanese media conservatively estimated that the economic benefit of the IP “Demon Slayer: Blade” has exceeded 100 billion yen, and some media even used the phrase “220 billion yen in economic effect.” 

During the period, “Ghost Slayer’s Poverty” also became a hot topic on Japanese local social networking sites, referring to the phenomenon that “I became poor because of the large purchases of “Ghost Slayer’s Blade” related peripherals.” 

The same thing happened in the United States. In just one year after the Disney animated film “Frozen” was released, in the United States alone, more than 3 million Aisha princess dresses were sold, valued at 450 million U.S. dollars. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

The biggest profit of animation film comes from the sale of derivatives. And the value of derivatives does not lie in the cost and selling price, but in the amount of “love” produced by the previous works and mass-produced in the entire market. The more mass production, the more serious the inflation, and the higher the value of derivatives. 

And all “love” will circulate in the form of money in the market. 

Just because niche hobbies have formed an industry, all niche hobbies will inevitably fall into the logic of “how much money you spend is equal to how much love you give”. 

4

When the entertainment industry develops in China until 2021, this logic covers almost all niche circles. 

This is normal. People are born with the need to confirm “who I am” and need to find their own uniqueness in life. 

And a person’s preferences, to a large extent, can define a person’s uniqueness.

It can be said that hobbies are the most important part of the self-personality of young people. 

Establishing an image by hobbies and distinguishing each other by the degree of love is the biggest characteristic of niche cultural groups at the moment. The house circle, the rice circle, and the trend circle all show such characteristics to some extent. 

And when hobbies are linked to consumption, the landscape presented is as mentioned by Tsingshan Capital in the “2021 Mid-year Consumption Report”: Generation Z will regard the brands they buy as part of themselves, and brands use their own resources to replace them when necessary. They express their opinions, which is very important to Gen Z. Brands have become the basis for Gen Z’s lifestyle choices and “personality”.

For the two-dimensional crowd, consuming for the “paper man” is a way to express love to anime characters, a way of self-affirmation for yourself as a loyal fan of anime characters, and a way to prove to your colleagues that you are “you are your own”. 

The paradox lies here. 

When niche groups fall into the monistic logic of “sacrificing a wallet for love,” they deny that “paying time”, “paying creativity”, and “paying attention” can also show love. 

However, under the logic of the industry, paying money is more expensive than giving creativity, giving creativity is more expensive than giving action, and giving action is more expensive than giving time. This is how the chain of contempt appeared.

Therefore, it is easy for us to understand why many niche groups hate “white prostitution”, why they must forcibly separate the so-called “big” and “small transparent”, why some people humblely become “data female workers”, and why the film and television industry does not move. We must crack down on secondary creation. 

Because hobbies only need love, but the industry needs to be monetized, and only lovers who make contributions to monetize and make money are valuable. 

To be honest, for an individual, a hobby has to be divided into three or six stages, which is particularly boring.

5

Finally, let’s take Ultraman as the end.

I would like to ask a question, is there any distinction between fans who can afford Tiga Real Bone Sculptures and those who can only sing “A new storm has appeared”? Please put your thoughts in the comments. 

Is the figure for love power generation or IQ tax? Why do young people like to buy thousands of plastic villains?

For Tsuburaya and even Bandai, there must be. But as an ordinary passerby fan of Ultraman, it really makes no difference to me. 

I also hope that enough people are willing to buy toys and are willing to spend money to support them, so that Ultraman can shoot. 

But despising fans who don’t spend money and engaging in crowd rivalry is certainly not something that is particularly in line with the spirit of Ultraman. Especially now that some styles of real bone carving are so premium, it’s normal not to be willing to spend money. 

Love is always different. 

What you think is faith may be just interest for others. Things that you seem to be full of emotions are just “very fun” in the eyes of others. Your childhood memories may be very unfamiliar to others, and your wife and husband may seem insensible to others. 

What’s more, to put it bluntly, whether it is ACGN, special photo, or other hobbies such as star chasing, they are all part of business. 

In the face of commercial capital, don’t invest too much real feelings. I have seen too many stories, and the final ending is “Happiness belongs to the capitalist, I have nothing.” 

Posted by:CoinYuppie,Reprinted with attribution to:https://coinyuppie.com/is-the-figure-for-love-power-generation-or-iq-tax-why-do-young-people-like-to-buy-thousands-of-plastic-villains/
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