"Hot Pot First Brother" Haidilao is out of the circle again, this time with the popular dance "Subject 3". In fact, this "magic dance", known as "subject three", has long been popular on the Internet, and has been imitated by many netizens with its dynamic ** and silky movements. At present, just on Douyin, the number of dance topics in subject 3 has reached billions of times, and it has become a "national dance".
Subject 3 "The popularity of Haidilao's catering and consumption places is in line with the current young people's tolerance of multiculturalism, and it also reflects the rise of a new type of consumer culture in the Internet era." You must know that this dance form has become one of the ways for many people to relieve their emotions and relieve anxiety.
Socio-cultural diversification.
The origin of "subject three", a widely circulated legend is that from a wedding scene in Guangxi, where many people sang and danced, the locals used this self-created "magical" dance step instead of the wedding trouble to celebrate the newlyweds to tie the knot. However, some Guangxi netizens explained that a local guy passed the driver's license test and was photographed dancing on the spot, so this dance was called "subject three".
After the third subject became popular, some netizens joked that now a Guangxi person has to go through three "exams" in his life - subject one is singing mountain songs, subject two is powder, and subject three is dancing a set of dances with silky small steps, in order to praise the multi-ethnic culture of Guangxi and the advantages of local people who can sing and dance.
But no matter what the initial ** is, "Subject 3" has the characteristics of explosion - the background has a strong sense of rhythm, with Chinese style elements such as ancient style singing, the movements are simple and easy to learn, and there is a distinct sense of rhythm. Some netizens laughed and said that at first, they just thought it was fun to jump in "subject three", but then they found that it was very decompressing, "as long as you shake it, your troubles will be reduced by more than half."
In addition to being rhythmic and easy to learn, the explosion of "subject 3" is also closely related to the current social environment. Among them, the aesthetic transformation of contemporary young people's self-identity is an important factor to promote the popularity of "subject 3".
Gong Shulin, a master's tutor at Zhejiang University of Media and Communication, believesYoung people are established when they share cultural markers such as "demonic" and "crazy" by dancing "subject three". On the other hand, it also shows that the main body of social communication is iterating, from consumer brands to cultural trends, the new generation has a more open and diverse vision, a higher degree of acceptance of new phenomena, and is full of confidence in the things and cultures they love.
On the other hand, Gong Shulin also pointed out that unlike the overseas spread of square dance, "subject three" is popular in China, and it has also set off an overseas imitation show of Chinese popular elements"This is a brand-new folk practice of cross-cultural communication and interaction. ”
Indeed, young people's pursuit of diversity and individuality has diluted the dividing line between mainstream and non-mainstream with their own unique perspectives and ways of expression. At the same time, dances such as "subject three" provide a cultural front for young people to show their own personality.
Not long ago, "China Youth Daily" published an article to evaluate the popularity of "subject three", and they believe that beauty in the eyes of young people is diverse. Some people love to listen to solemn classical music, some people are keen to sing rap, some people will dance to tactful ancient songs, and some people often practice Xi "shouting microphone", but the same thing is that people are more interested in the expression of emotions and personality.
"Subject 3" This kind of dance is being accepted by people from different backgrounds, which seems to mean that the culture of the whole society is beginning to diversify.
Subject 3: "Building an emotional outlet."
Subject 3 "The explosion of Haidilao, in addition to the sense of ritual and atmosphere created by this magical dance, not only fits the current situation of contemporary young people who are willing to find emotional outlets, but also meets their needs for new social scenes.
On platforms such as Douyin and Xiaohongshu, searching for "Haidilao subject 3", not only Haidilao employees are jumping, but also many customers are participating, and there are even children and the elderly. Just like going to Haidilao for your birthday, as long as you are in Haidilao, you can gain more emotional value.
To a certain extent, participating in or watching "subject three" in Haidilao is like a "team building" for consumers, and it is also a kind of bond that connects everyone together.
Whether the dance is earthy or not, it is indeed joyful. Some netizens explained their love for "subject three", especially when so many good friends can get together and laughter echoes in the air, emotional resonance will bring irreplaceable resonance.
At present, due to the accelerated pace of life, the pressure of young people is generally greater, and the down-to-earth dance of "subject three" provides an excellent outlet for young people's emotions.
Nowadays, many Haidilao stores will choose to perform "subject three" at a fixed venue and time. On the one hand, this can meet the needs of customers** dance, and on the other hand, it can also avoid disturbing other customers. When performing "subject three", the waiter will give you a magical dance: shaking your hands, twisting your waist, swinging your hips, and matching the rhythmic **, all in one go.
Even if they don't dance in person, young people can find emotional resonance from the dances of others online. In fact, this is also similar to the cosplay carnival set off by many young people on Halloween in Shanghai not long ago.
From the perspective of "subject three" itself, the sense of ceremony is sufficient, the dance is full of atmosphere, and the program is also infectious, and the emotional value is full for the customers on the scene. At that moment, no matter how tiring the work and how hard the life is, everything can be left behind. After all, life is all about participation.
Young people can "go crazy" in Haidilao
Subject 3 "At the same time that this wave of popularity was successfully caught by Haidilao, "pouring wealth and wealth" also smashed on Haidilao's head. At present, many Haidilao restaurants can be described as "hard to find a table", and the need to wait in long queues has become the norm. But this dance was not started by Haidilao, why can it cause a national carnival in Haidilao and completely get out of the circle?
The reason behind this is actually that Haidilao, as a catering company, has the "innovation" to meet the needs of consumers, and the consumption scenarios it creates are "inclusive" enough, which makes Haidilao a brand and consumers trust each other and have a strong connection.
In the past decade, Haidilao has been a sample of China's catering industry, and Haidilao's series of service "myths" have generated strong attraction and influence, constantly bringing customers a sense of surprise and satisfaction.
In this case, Haidilao is also continuing to convey its business philosophy of "putting down the body" to the outside world. From the initial birthday service to free nail art, to the concert "fishing people", night market stalls and hair washing services, now it has set off a boom of "subject three" on the whole network. Haidilao is constantly providing emotional value to consumers, and deepening the mentality of "as long as consumers can't think of it, there is nothing Haidilao can't do".
Nowadays, through the spontaneous communication of consumers, the huge traffic pool of major platforms has been turned into advertising space by Haidilao, and behind Haidilao's repeated fancy service out of the circle, it is from its concept of putting itself in the shoes of customers to provide various values.
This is also one of the reasons why young people are willing to "go crazy" in Haidilao. "It's a bit embarrassing to 'go crazy' in other places, but everything seems to be just right at Haidilao. In addition to providing healthy and delicious food, Haidilao also offers a variety of "safe haven" services, creating a relaxed consumption environment and creating a spiritual consumption experience for consumers.