From The Perspective Of Symbol Consumption To Discuss Why "Tiktok" Shop Is Popular

Tiktok.the most popular short video social networking platform in recent years,has bred many online celebrity and online popolar brands.Nai Xue's tea opened its first store in Shenzhen in 2015.With the continuous output of its contents on Tiktok,Nei Xue has gained unprecedented heat in a short time.Its stores have also expanded from Shenzhen to hundreds of stores in dozens of cities across the country.At the same time,it has obtained a large amount of capital to settle in.With the development of economy and the abundance of people's material life,the concept of consumption has been fundamentally changed.Symbolic consumption refers to the symbolic meaning that people really consume when they consume something,Social networking platform has given birth to the output of these symbolic meanings.From the perspective of symbolic consumption,Using virtual ethnography and in-depth interview method to analyze the phenomenon of the popularity of Nai Xue's tea on tiktok.Starting from Nai Xue's tea,tiktok,tiktok users,I analyze the interaction among the three,disclose the consumption process of customers while people consuming foods that is popular on internet and explore its internal consumption mechanism.Through the collection and analysis of research data,the author found that Naixue's popularity is the result of collusion between consumers and businesses under social media.First of all,in the Internet age,network traffic is money.tiktok is a super social platform with a daily activity of over 400 million users,it has a large number of potential consumers,tiktok is also gradually exploring its way of realizing business.With tiktok starting trying commercialize operation,it creates a natural performing consumption space for consumers.Short video,as a medium,provides a large number of audiences for consumers' consumption behavior.Meanwhile,the commercialization has achieved the integration of offline and online consumption space.Secondly,Naixue has its own selling points,from product design to store decoration,Naixue caters to the general aesthetic of young people,making it naturally have the characteristics to spread easily.In marketing strategy,using brand cross-border cooperation to create topics and heating in the social circles.They hire the tiktok users who has large number of fans to announce normal users to consume the Naixue,and to stabilize more consumers through a series of ritualistic consumption behaviors such as queuing,daily attendance,and sharing short videos.Through the cultivation of users' habits,enable consumers to shoot and upload short videos as an additional publicity channel for businesses on tiktok.Finally,from the user 's own psychology.Tiktok users are unconsciously dominated by these symbolic meanings and begin to consume Naixue.Consumers join in the online Carnival of consumption,from self empowerment,the construction of life style to impression management,consumers are constantly creating new symbolic meanings on tiktok.