Shulou(Shulou.com)11/24 Report--

The first step after camouflage is to buy a "pain bag"?

The Internet is a dictionary without a starting page, where words of different generations come together on the same page, resulting in many unsolved mysteries.

For example, people who see the term "painful car" for the first time will be somewhat confused.

But if you search the e-commerce platform, you will find that this keyword seems commonplace, followed by a wide variety of shopping-related words, including "pain bag", "pain clothes" and even "pain pencil case".

When unexpected words are combined, the meaning becomes more and more bizarre. In the eyes of users born after 00, 05 or even 10, these mysterious codes are incomparably straightforward, and there is no need to explain them, leaving only outsiders who are still confused.

Inevitably, a sense of melancholy about age arises at this time, which makes people understand their parents who asked themselves "what is refueling" overnight.

Do not understand, ask, today's young people, in the end in the "pain" what?

The easiest way to understand "pain cars" is to look directly at them.

At first glance, a lot of bold colors, delicate or handsome two-dimensional characters, and …... Four matching tires. This is the basic face of a painful car.

If you drive a painful car on the road, compared with thousands of black-and-white gray cans, the visual impact can be comparable to the red balloon in Albert's lens.

To put it bluntly, the so-called "painful car" is a kind of car with a specific modified style.

As for the origin of "painful car", it is recognized that its source is Japanese car modification culture, which is closely related to ACGN (animation, comics, games, novels) culture. However, when it comes to the specific naming, there are some different opinions.

Some people believe that car body stickers are analogous to human tattoos, which leads to "painful cars" from the pain of people's tattoos. Some people also believe that the pain of "painful cars" will incur additional taxes or fines as a result of special modifications.

One popular explanation is that painful cars represent the personal preferences of car owners and attract all kinds of strange eyes on the highway. although car owners like their own patterns, they can't help feeling embarrassed and ashamed, so they evolve the term "pain".

At the language level, it is the misreading of the English of the painted car, that is, "paint-pain". Another theory is related to the polysemy of the word itself, which relates the words "pain car" with "pain in sight" and "pain in sight", pointing to a state that is out of conventionality.

If you use today's Chinese buzzwords as a comparison, then "painful car" may be a painful and happy "social death".

In a word, the essence of "pain car" is the product of subculture. Just like ACGN fans' favorite peripheral handlers, the existence of "pain car" is like a super-large handheld to announce their love, and it is the owner's choice to show his personality.

From the analogy of the word "pain", enthusiasts have invented the name "pain" in a broad sense, such as the "pain bag" and "pain clothes" we mentioned earlier. What they have in common is that a large number of ACGN elements are added to the original objects, resulting in a unique or slightly grandiose shape.

For example, the specially designed "pain bag" is marked by a transparent interlayer large enough to allow the bag owner to fill the interlayer with accessories. As long as a qualified pain bag is carried out the door, everyone can see "what is your favorite?"

When the two-dimensional trend sweeps the world, the concept of "pain" culture also spreads and grows gradually. Here we list a set of loose grading tips to help you understand the pain of happiness.

First of all, the first interval is between painless and slight pain, which represents a common printed T-shirt.

For example, when Uniqlo co-names IP every three or five times, the character image of the corresponding IP will be turned into a print on the clothes. When Blizzard Entertainment partnered with Uniqlo, popular players D.VA and "sabotage Ball" styles were once out of stock. When it was time to link up with the Pokemon series, the shirt-crashing rate of offline trainers in the war game also remained high.

Printed clothes such as Tuyuan network are not grandiose, and people are used to using them as a daily commute. In a broad sense, there are also small stickers, key chains and cartoon dolls attached to backpacks.

If you go up to the next level, you will reach moderate pain, and there is a quantitative relationship between slight pain and slight pain, which represents the two-dimensional pain clothes, pain bags, and so on, which are common in cartoon exhibitions and other occasions.

A printed badge pinned to the bag looks inconspicuous. When a hundred badges are put together, the pain increases suddenly. COSPLAY equipment, for example, not only has a complete number of clothing from head to toe, but also increases the sources of pain such as makeup, hairstyle and even exclusive props and specific postures.

Further, it roughly reached the level of severe pain, mainly from enough dazzling pain cars.

To some extent, the car belongs to the most important gear in the consumer goods chain. The pain car with it as the carrier is undoubtedly the mainstay of the "pain culture".

From moderate pain to severe pain is a qualitative change. The difference is that pain cars hardly have any "legal" scenes, which are not as suitable for specific comic shows as pain clothes, but are subject to the baptism of eyes wherever they go. Even in places where the two-dimensional concentration is extremely high, the appearance of pain cars must be the focus of the whole scene.

Of course, there is a mountain and a mountain. There is a hidden achievement called "severe pain" in the coordinate system of "pain Culture". This is an unreachable destination for ordinary people, and anyone who sees it will exclaim: "this is even more heavyweight!"

Tu source network-pain plane.

It is estimated optimistically that in time we will be able to see the "pain satellite" with pink ponytails in the deep and quiet night sky.

When the "pain culture" is making a comeback, in fact, many netizens who have experienced surfing in the post-90s may have the impression that reports of "painful cars" on the Chinese Internet are not new, and the attention of local enterprises to this phenomenon is nothing new.

As early as 2015, when the "Great Holy return" was born, Cheng Wu, then the CEO of Tencent Pictures, talked about the new concept of "two-dimensional economy" at Tencent Animation and Comic's industry cooperation conference. At that time, Cheng Wu gave an example when explaining the performance of the second dimension: "the decoration of a 'pain car' conforms to the aesthetic of animation works, that is, the second dimension."

It can be said that the relationship between "painful car" and the second dimension has long been noticed by the industry. After 2020, the influence of "pain culture" among the new generation of netizens is like a resurgence.

On the one hand, the local Internet community has been growing in the past few years. With ACGN as an important label, bilibili, Little Red Book and other platforms gathered by subcultural audiences have sprung up one after another.

As a result, the "two-dimensional" group is much more active and easier to be perceived by the outside world. At the same time, the information access channels for pain bags and pain car modification have increased, and the difficulty of recruiting and organizing relevant communities has been reduced, and more and more local pain car organizations and enthusiast gatherings have surfaced.

On the other hand, the two-dimensional game track with a large number of rookies has added a fire to this re-popularity. "tomorrow's Ark", "original God" and other domestic players have emerged as a new force, so that the local two-dimensional players who used to squat in the Japanese agent game have a new choice, and a large number of new blood have been introduced.

When the popular two-dimensional game seeks cross-border linkage, pain car naturally becomes the representative that attracts attention. The top-down "kitchen power delivery" echoes the spontaneous display needs of the majority of users, bilibili can see many game fans show their pain car painting. In a broad sense, the work of "pain culture" has evolved into an important part of the ecology of "two creations".

Tuyuan Weibo @ Yuan Shen what is more noteworthy is that the horizontal infiltration of "pain culture" into other fields is becoming more and more intense and has begun to take shape.

For younger users, "pain cars" are not practical in themselves, and their main battlefield is usually "pain bags". In the Little Red Book, a blogger joked that there was "no room for earthly bags" in his locker.

However, a number of active pain bag enthusiasts told the hedgehog commune that the daily decoration of pain bags is no longer just a pure two-dimensional theme in the traditional sense.

Some pain bags carry fans' wish to chase stars, and a large number of badges, cards and graffiti pictures printed with idol photos come together, shining dazzlingly with bright-colored stickers. There are also some pain packages with relatively circuitous themes, such as the "baby" held by the owner himself, another subcultural field, or the OC (original character, original character) with the same color, which involves a further expansion of the circle.

This may also explain why, many years after the concept was put forward, the vitality of the "pain culture" has not diminished and become more and more exuberant.

Fan culture, cute pet craze, baby circle, peer field …... If you are in pain, we will take the stage. The "pain culture" favored by young people is evolving into a carrier shared by many subcultural circles, and it is a means for a generation to express their interests freely. They are bolder and more out of line than their predecessors, and they don't care whether outsiders understand or not.

A pain bag looked at by curiosity, a pain car with a turning rate of 200%, like a private advertising wall, is not only a good port to connect online and offline, but also a new business card in the Internet era.

The wealth code of "pain" is the resurgence of "pain culture". At first glance, it seems to be the result of spontaneous choice by ACG lovers.

But in fact, today's public vision of pain cars, pain packages are often not pure DIY works, but related to modified, co-branded and even proprietary brand products.

In other words, the resurgence of painful car culture is in the process of commercialization that can not be ignored.

On the one hand, interest-oriented pain car, pain package, is a variety of contemporary minority circle of business.

Today, when the tide play field is in the ascendant, "pain Culture" products show a lot of commercial potential. Service providers with professional pain car modification ability and pain bag brands with original design ability have a higher and higher sense of existence.

Take the pain bag as an example, the design of the product body actually has many ways, and the decoration should be adjusted according to the location, thickness, size and other factors of the transparent layer. As a result, pain bloggers will share a lot of tips for transformation and maintenance, and evaluate brands at home and abroad for new enthusiasts' reference.

Following this trend, many cutting-edge brands have emerged on e-commerce platforms such as Taobao, such as floating cat FuyuuNeko, DRDR original design, BerryQ and so on. Their names frequently appear in the recommended lists of Little Red Books and Weibo, accompanied by the exclamation that "pain bags of domestic brands are getting better and better".

On the other hand, different from the power of new brands, traditional car companies also try to use the medium of "pain culture" to get close to young people and target potential users.

In mid-2021, Shanghai ChinaJoy will be held as scheduled. In this country's largest digital entertainment exhibition, many car companies moved the booth into the venue, like a serious animation booth design. They jointly named the head game, and then sprayed the shape of the two-dimensional characters on the car, clinging to winning the hearts of young people.

SAIC-Volkswagen has two pure electric SUV on both sides of the booth, one is the same color Pikachu, and the other is a Mulan-themed model built in partnership with the "Arena of Valor" professional race KPL.

At the Guangzhou Auto Show at the end of 2021, BYD brought a joint version of the eStarPro team, while Cadillac joined forces with the original God to show a limited edition of the pain car with the theme of the character in the game, which attracted a lot of attention.

In September 2022, Cadillac renewed its relationship with the original God and launched the official joint pain cars of the characters Maple Yuan Wanya and Beidou, with a global limit of 60 each. In more than 40 joint-themed stores across Cadillac, fans can make an appointment through Mini Program. It is accompanied by a series of stickers, key chains, travel notebooks, handbags, T-shirts and so on.

Nowadays, the competition between car enterprises is becoming increasingly fierce, it must be called "Generation Z", marketing must talk about "breaking the circle", and the slogans of intelligence and youth are almost rampant. Embracing painful cars has become a step for car companies to show their determination in the fierce competition.

The times are changing, and the boundless Internet has thousands of faces, blooming with the succession of intergenerational cultures. The initial "pain" implies an unconventional sense of shame, but now "pain" has evolved into a password to distinguish between ourselves and the enemy.

Young people who suffer more and are happier create more value than their hobbies. Their demand drives the industrial chain to mature, and also places the grand blueprint of the new and old brands to break the situation.

And the starting point of all this is a love outside of daily life.

This article comes from the official account of Wechat: hedgehog Commune (ID:ciweigongshe), article: Xinghui, editor: director

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