"Tyrants", let's be friends.

On Sina Weibo, they were mentioned more than 56 million times. Everyone wants to be their friend, but nobody likes them. They seem to be everywhere and spendthrift, but they are hard to find and avoid the media. Their obsession with luxury has become a pillar of the global luxury industry, and they have been despised, ridiculed and criticized for their poor taste.

They are "tyrants"-"earth" means rustic or rough, "Hao" means a prominent, gorgeous. They are China's "Beverly Hills" (the famous American sitcom and the "New Giants"), the story of an upstart family moving to Beverly Hills inhabited by a wealthy celebrity-editor's note. "Tyrants" has the artistic appreciation of the nouveau riche, the social etiquette of the upstart and the new rich habit of spending money.

"Tyrants" old refers to the rich landlord, namely the Bad squire. The word recently spread, thanks to a joke circulated in early September. A young man asked the Zen master, "I am rich but not happy." What am I going to do? " "What is ' rich '?" said the Zen master. The youth said, "I have millions of deposits in the bank, and there are three houses in the center of Beijing." Not rich? " Zen Master did not speak, reaching out to him a hand, the youth suddenly dawned: "Master, you are let me know how to Thanksgiving and return?" No...... Tyrants, can we be friends? Jackson said.

This is not a funny joke, touched the Chinese middle class. China's middle class is a rapidly growing group of 300 million. As they become more and more normal in their lifestyles, their disdain for showing off their wealth is growing. Many Chinese think they are the opposite of "tyrants"--literate, stylish, and dismissive of conspicuous consumption.

However, in today's Chinese society, to understand the "tyrants" is very important to cater to the "tyrants" taste profitable, there are "tyrants" friends reasonable cost. Multinationals know that.

"Tyrants" also has a bright eye moment. September 20, Apple launched a gold version of smartphones. At first, some people did not believe that Apple had become so tacky, but the phone was quite sought-after in China and spawned a "tyrants gold" title-even on state-run media headlines.

September 22, Hollywood stars gathered in Qingdao to take part in the unveiling of a film city by Bloomberg, China's richest man, Wang. Chinese netizens call it "tyrants Feast" and "Bollywood" celebrations. Celebrities are crowds with uniformed security guards; The old locals perform Chinese operas. It seems that the middle class in China is ambivalent: The new rich are neither new nor old.

In the fierce competition, in early October, Anhui province an unknown lady became the most famous "tyrants". She was reportedly giving her son-in-law a Bentley worth about 4 million yuan as a wedding gift. No matter the truth or not, on the internet, the young people sarcastic ridicule has, envy of envy.

The combination of ridicule and jealousy, rustic and gorgeous, touches upon the root causes of China's various contradictions in the Gilded Age. It turns out that wealth alone is hollow, but it is indispensable to any opportunity or influence. No wonder the Chinese hate "tyrants", but in the increasingly difficult social ladder, with "tyrants" relations (preferably married into the "tyrants" home) is still an admirable shortcut.