Zibo Ceramic Gifts introduces the origin of the gift economy
Commodity exchange is the origin of the gift economy. Every year, everyone is giving gifts to each other. Giving each other is equivalent to exchanging goods. Gifts are the things that people take for granted. But have you heard of the gift economy? It can be seen that gifts are relative to commodities; gift exchange is relative to commodity exchange, and gift economy is relative to commodity economy. In primitive and postmodern societies, gifts are the center of the economy. So called the gift economy.
In the middle of primitive society and postmodern society, the commodity is the center of the economy, so it is called the commodity economy. It can be seen that gifts are relative to commodities; gift exchange is relative to commodity exchange, and gift economy is relative to commodity economy. The original gift economy follows the counter-rule of the principle of commodity exchange-the principle of unequal exchange! The principle of exchange of the original gift and the principle of free software exchange proposed by Richard Stallman, the father of free software, are far greater than the principle of commodity exchange. A basic rule of the principle of commodity exchange can be divided into three parts: buyers and sellers, value (money) and use value (goods) are exchanged; the exchange process is to exchange value for use value, that is, one hand to pay money, one hand to deliver; the exchange result must be It is the transposition of value and use value, that is, the person who receives the money no longer owns the goods, and the person who receives the goods no longer owns the money. This third section is not applicable to original gifts and software. The exchange rule of original gifts is exactly the same as that of software. The fundamental characteristic of the original gift is that it is an inalienable item. This means that after the gift is given, the original owner will always have the ownership of the gift, and this ownership is not transferable. No matter where the gift goes, the original owner has the right to claim it back. (This feature of primitive gifts is gradually disappearing in modern society. Therefore, anthropologists generally have to go to the more primitive places to obtain survey samples of "pure" gift economy). Traditional consumer customs have supported a huge potential new economic category in this ancient civilization: the “gift economy”. Chinese society is a relationship-oriented society, willing and willing to spend money on relationships. Enterprises should borrow the weight of gifts in the lives of Chinese people to drive the mass sales of products. In China, a traditional state of etiquette, "ritual" plays an important role in Chinese social interaction. The old saying that "goose feathers are sent thousands of miles away, courtesy is light and affectionate" is a good proof. Nowadays, people are getting faster and faster. They usually move less often and pay more attention to the traditional festivals and meeting with friends and relatives. Naturally, a carefully selected gift is indispensable. With the development of social concepts, people's gift-giving concepts have undergone great changes. The theme of "gift-giving and health-promoting" in health products not only meets the characteristics of modern society, but also meets the emotional needs of the general public.
In the early 1980s, gift consumption was "subsistence and fullness". When people visited relatives and friends, they would always send some milk powder, malted milk, snacks or something. By the end of the 1980s and early 1990s, many families had reached the level of food and clothing, and gifts began to pay attention to face and grade. At this time, things like flying pigeon bicycles and seagull brand watches have become highly respected gifts. In the new century, with the development of China's economy and the improvement of personal living standards, people no longer worry about lack of clothing and food. Instead, they have to worry about how to eat scientifically and how to improve their physique. In this demand trend of people, various tonics and health products have gradually become gifts. After satisfying the basic needs of material, gifts with fashion, novelty, personality and other popular elements, such as mobile phones, computers, and various digital products, have become the new fashion of people's gift consumption.
First, in terms of human needs, most people are in the stage of pursuing material satisfaction, which is the basic reason why the commodity economy is dominant. However, some people's needs have reached a higher level, and they want to be respected. For example, many people in developed countries are engaged in charity. For example, many scientists are not very concerned about material things. The existence of this part of the needs of these people is the foundation of the gift economy.
Secondly, the foundation of the gift economy is the commodity economy. The gift economy can only exist locally. The fuller the development of the commodity economy, the greater the space for the gift economy.
Third, although the participant of the gift economy cannot directly benefit, he can obtain many other benefits to support the strength of his commodity economy. For example, he can use this to expand his influence. For example, he can get a lot of new ideas through communication. For example, he can make some friends and so on. Many academic exchange activities at the school are similar. Although there is no direct interest, it is of great significance in the long run. This economic form has existed for a long time, but few people have summarized and noticed it.
Therefore, from this perspective, the growth of human consumption has accelerated the circulation of the economy and activated the development of the market. The gift economy has also experienced unprecedented development in the "evolution" of human consumption. There is no doubt that Shi Yuzhu has been the most successful in operating the concept of melatonin's "gift". But the concept of "gifts" is not unique to melatonin. A marketing director in Beijing said: "It is very worthwhile for melatonin to start the gift market. Because health care products have no other tricks, they sell it Function, after it has input its functional concept into the mind of consumers, it must find a new way, in other words, to make a product's added value through the gift market, and treat this added value as a kind of The carrier of emotion spreads. "