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“共享女友”?别用“低俗”毁掉“共享”

2017-09-18 16:38:41   新京报

议论风生

“共享女友”想想都令人反胃,这无关卫道士心态,而是生理性反应。

“共享”的梗要被玩坏了。以往说“凡有井水处,皆能歌柳词”,现在凡是你能想到的东西,皆能拿出来搞所谓的“共享”;当下发展共享经济最大的问题,似乎也不是缺钱缺人,而是脑洞不够大:共享雨伞、共享马扎、共享宿舍……有人调侃,“还有什么不能共享”的榜单里,没准到最后只剩内裤和女友了。

但很多人认为不可能的“共享女友”,也横空出世了。当然,此处的“女友”不是真人,而是“娃娃”。

据报道,某情趣电商近日推出了“共享女友”项目,用户在线下单后支付8000元押金,即可以一天298元,或三天、一周、包月形式租到娃娃。业务上线后,还在北京热闹地带三里屯搞起了地推。结果来得出其不意,去得也很迅速——它很快遭到派出所以“涉嫌低俗”为由的罚款和驱离。

有个词叫“一本正经地胡说八道”,有种行为叫“貌似正经地恶搞”。是的,说的就是“共享女友”。乍看起来,它从模式论证到推广,都有模有样,瞄准的是荷尔蒙经济,看中的是日益巨大的宅男市场,可这俨然从一开始就是冲着制造“雷点”去的。

在以共享单车为代表的分时租赁业务扩充了共享经济内涵后,“共享”确实成了个“筐”。但靠谱些的共享经济模式,不只是会抓用户痛点,还能遵循一条:租赁成本远低于拥有成本。也只有租比买下更划算,用户才会想要“使用权”多过“所有权”。试想,如果骑一次共享单车成本跟买一辆单车差不多,干吗还要租共享单车?

“共享女友”却故意逆势而为:虽然号称是豪华配置,可在共享汽车都允许“信用分代替押金”的情况下,高昂的押金和租用成本,分明就没指望有多少用户。

更何况,在讳言性和讲究卫生的现实语境中,就算其标榜卫生有保障,也难改情趣产品消费须绝对隐秘化的事实。这也决定了,有些东西注定不适合“共享”。更别说踩中监管红线的风险。

作为新三板挂牌企业的商家在做“商业模式可行性论证”时,对此恐怕不会不知道。但就像共享马扎就差写上“蹭热点式营销”几个大字那样,“共享女友”玩的或许就是概念,而不是“情趣经济搭车共享经济”;商家要的不是市场占有率,而是借此低成本赚吆喝,搞品牌露出。到头来,只要高调登场的它刺激到了大众眼球,它就赢了。

这年头,连“做不了第一个共享单车企业,就做第一个倒下的共享单车企业”都能成为自我营销的方式;“性+首个吃螃蟹的”,自然也会被“注意力资源即一切”的评判思维奉为绝妙的一着。可低俗就是低俗,即便不秉持卫道士心态,都会觉得“共享女友”是在打擦边球,“共享女友”想想都令人生理性反胃。

就别再毁“共享”两个字了吧。

□佘宗明(媒体人)

责任编辑:孙启浩 CN037
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