Use “foreign monkeys” to collect IQ taxes, they can do it


Cover | “Dream Empire” stills

Text | Wind Horse Niu (WeChat public account: Feng Lun Feng Ma Niu)


Who is he

Recently, the Securities Regulatory Commission Musi Health Sleep Co., Ltd.

(The following referred to as mousse)

Lianfa 59 asked, one of them pointed out who was the image of a foreign elderly who had used Mu Si for more than ten years? This question has been curious for a long time. In foreign countries, especially Australia, the most popular location can always see this old man. He is wearing a pair of glasses, wearing eternal white shirts, deep eye sockets, and a serious face. Next to it is a French style: de runcci

(Mu Si English name)



The image of Mu Si shares is firmly bound with the elderly, but no one knows what he is called. Because there are too many advertisements, foreign netizens called the old man “de Rucci Sleep Man”. Some people sighed that they originally liked air travel, but because of the ubiquitous Mursey, he even began to fear to fly.

There are too many Mu Si advertisements along the Sydney Airport, so that netizens think that it can be renamed “Sydney Musse International Airport”

So, who is this old man who looks similar to Jobs? Who is it?

In the IPO application submitted to the CSRC, the specific identity of the elderly did not explain, only revealing his name Timothy James Kingman. Mu Si signed an agreement with the elderly in 2009 to obtain the permanent use of his portrait.

In 2009, Mursey began to advertise. Propaganda the elderly was a “Sleep Expert” from France. At the same time, it also used the “founded in 1868” and the founder of “French Royal Designer” Derucci. You know, the French royal family in the 19th century had either overthrown or on the way to overthrow, and working for the royal family was either a good job worth showing off.

There are always wise men. Although Mu Si Shao worked hard to build French descent, the identity of the “foreign brand” was questioned, so the founder quickly adjusted the propaganda strategy and changed “founded in 1868” on the basis of retaining the brand story. For “nostalgia from 1868”. In 2011, after CCTV exposed the fake foreign brand Da Vinci, Musi regulated the propaganda strategy again. The concept of French designers was completely blurred, but the image of a foreign elderly was still retained. Rucci Sleep Man “, a photo was used for twelve years by Murde.

Putting off the gimmicks of “French designers” and “Sleep Experts”, what else remains left in this poster is worth “the global leader of high -end bedding and bedroom furniture industry” Mu Si shares. Twelve years?

The answer is simple, face, a typical white face.

Like this foreign elderly who sells portraits of portraits, there are many foreigners who sell their white faces in Asian countries. Because of the complexity of Mursey advertising, many people are specially found to promote them to become a group, specializing in models, advertising Or other publicity work. Since they are always watched, they call themselves “foreign monkeys”

(White Monkey, some people also literally translate as “white monkey”)

“Western Monkey” was the earliest prosperous in Taiwan, China, and it was very common in Beijing and Shanghai around 2000. With the development of China’s economy, they gradually transferred to second- and third -tier cities.

Mu Si is not the first company to use “foreign monkeys”, but in the furniture industry, it is the most successful.

In public reports, Mu Si was like this -the founder Wang Bingkun was born in Houjie, Dongguan. He was born in 1972. He saw the development of Houjie furniture industry in the 1990s. 4 years. During this period, Wang Bingkun arrived in Italy and lived in a hotel. He was captured by the mattress in the room and slept particularly. He was curious about the mattress research and found that people used skeleton, which could adjust the soft and hardness according to the human curve. So in 2004, Wang Bingkun established Mu Si, and at the beginning, he took the “high -end route” to focus on creating a “healthy sleep system” and give cultural connotation to sleep. Five years later, the photos of foreign elderly people, together with the concept of French designers, appeared in Murse’s propaganda. He was given a heavy identity, but no one knew where he came from and what he did.

In 2015, Yao Jiqing, then Mu Si President Yao Jiqing, said in an interview that “Mu Si’s model is similar to Apple model.”

In his opinion, Musi is the integration of product resources. Apple’s screens and chips are purchased outside, manufactured to Foxconn, and finally made epoch -making products. Buy, technology can be integrated, and the technology of others can be developed rapidly for the first time. Technology integration is an integration and innovation. “

He also believes, “Let foreigners work for us, this is a relatively large thinking conversion.”

There is no doubt that this foreign old man who looks like Jobs from looks to the posture of taking pictures is part of Murse’s imitation Apple model. Jobs only used an apple with a bite as a logo, but Mu Si used the portrait of the old man itself. Intersection

He wore glasses and white shirts, and his name was unknown, but he was an expert. Who is he? Consumers themselves.


What does “foreign monkey” represent

While Mu Si used the portrait of foreign elderly, while marching towards the industry leader, there was another group of “foreign monkeys”, active in vast two -tier and fourth -tier cities, creating a “international” atmosphere for all walks of life. sense.

Documentary “Dream Empire”

(Dream Empire)

This group of people was left. In the film, “Western Monkey” intermediary, Jana, recruited a group of foreigners. She took these people to go to various real estate sites in Chongqing to provide some “foreign” performances for people who came to see the house:

They do not need any rehearsal, nor do they need to play skills. As long as they wear loose shirts and straw hats, twist on the stage for a while, a Bruce concert in the American countryside brought by the “Famous Band”. They do not need to be selected or any military training. Wearing a poor cottage clothing can bring a “Royal Royal Highman” opening ceremony in any newly built real estate.

It was such a ridiculous performance and publicity, but one after another on the Chinese land in the 21st century. In this business, Yana understands the market.


She said, “As long as the foreigner goes there, it will change. It is not a house in a remote mountainous area, but a city of internationalization.”

Stills of “Dream Empire” | Feel the atmosphere of “Future International City”

YANA’s business is mainly bound to real estate, which is compared with Murse’s development.

In 2008, everything was entrusted with 4 trillion, house prices rose, and high -end bedding was also promising. The “foreign monkey” who entered the real estate construction site, like the foreign elderly on the Mu Si poster, were 4 trillion stimulating waves.

There is a wave of waves. In 2012, Yana’s “Western Monkey” intermediary business was in full swing. Chongqing’s new real estate blossomed everywhere, but in just two years, the market changed greatly. The “Monkey” who could pick up the households who could pick up the gold owner, and Mu Si, who took the high -end route, also began to work overseas. In June 2014, Mu Si proposed a global plan to build a dream, announced that in the next 10 years, it has opened independent brands in Germany, Britain, Japan and other countries. In 2016, the shed reform area was launched, and another round of house prices rose.

But the difference between the two is that the business of YANA is “secondary throw”, the property market, and the “foreign monkey” business follows, and the sense of “internationalization” atmosphere must be based on a thick layer of money.

Here in Yana, “Western Monkey” represents internationalization and hopes for future housing prices.

Mu Si used portraits of foreign elderly people, seeking brand building. A company from Dongguan insists on using a portrait of unknown foreigners to focus on propaganda, and it is twelve years.

When counting forward, you can insist on using an enterprise for so long, and you have to be “old godmother” and “Wang Shouyi Thirteen incense”.

Of course, Mu Si’s persistence is obvious. Needless to say who this foreign old man is, and it is not necessary to say that this is a Dongguan company. The French fan of De Rucci has become popular. For many people, consumption is just a momentary thing. They don’t have time to understand the ins and outs of the company, only one feeling. As a result, companies only need to provide consumers with that specious psychological identity.

So, for the wider Chinese market, what does “foreign monkey” represent?

Perhaps it is a correlation with foreign countries. Compared with other skin tone, white people are more likely to remind people of developed regions like Europe and the United States.

Those who hire these “foreign monkeys” only need to build a “white man = developed country = …” in the minds of those who are watching advertising and accepting publicity. Everything in the back can be freely played.

For real estate developers, this equivalent to the right can fill in the “international city” to imagine the excellent living environment and the housing prices that are notasing and falling. For enterprises, like Mursey, in China, this equivalent on the right can fill the “mature and advanced technology” and “trustworthy products”. The result of how many companies are pursuing, a “foreign monkey” The portrait can draw a outline. With the development of the enterprise, the rest can be filled with it little by little. “Fake It Until Make It” is in line with Silicon Valley, and of course it can be accepted in the propaganda industry of “foreign monkeys”.

“Chongyang Meiwai” and “Pianyang Brand” are all moral evaluations. It must be clear that any movement of enterprises is the motivation to pursue economic benefits, and hiring “foreign monkeys” is no exception.


Culture behind “Western Monkey”

In “Destructive Innovation”, the author stated a rule: to the development of the country, to the development of the enterprise, most of them start with imitation, slowly and gradually achieve innovation results. It seems sudden, but it has been brewing in the soil of the former for a long time.

One of the purposes that imitate is to seek an authoritative endorsement, just as “white people = developed countries = …” This equivalent meaning.

From this perspective, companies that support the “foreign monkey” industry just use some people’s subconsciousness to the richer and better life. This subconscious is not satisfied with the status quo, and it is also a kind of cultural shrinkage. reflect.

The concept of cultural shrinkage was proposed by Australian sociologist Philips in the 1940s. He believes that the Australian people have a deep -rooted inferiority. Most Australian TV programs are imported from the United States because people think that this is “more advanced” and Australian heritage buildings have dungeon. Demolition, because many people think that there is nothing worth reserving in their own culture, and many Australians dare not investigate their family background and worry that they are the offspring of criminals because Australia used to be a place where British exiles were once.

After further research, the academic community generally believes that the process of cultural shrinkage and derogation or abandoning the culture of the country is closely related.

Cultural shrinkage is likely to cause nationals to believe that their own culture occupies only edges and positions, and the formulation of knowledge standards and innovation occur elsewhere. Most people holding this view respect for the “superior” culture of another country.

In fact, not only Australia, but in history, cultural shrinkage has appeared many times:


In the 17th century, King Louis XIV, the King of France for 72 years, brought France to the pinnacle of national strength. French has since become the most popular language in Europe. The major royal families in Europe, including Britain and Tsarist nobles, are proud It will be ashamed to speak in this language. In the early 19th-201 century, the British national strength was strong. Even if the US economy is booming, Americans are in their minds to British noble culture. For example, “Titanic”, everyone sees that this is a love story of life and death, crossing the class, but its background is countless rich American men

(For example, Carl in the film)

They are all drifting across the sea, seeking a British noble woman who is already declining

(For example, Rose in the film)

Marriage, they need cultural recognition brought by marriage to remove the prejudice of copper odor in “New Money”.

Whether the national strength of a country’s national strength is transmitted to the cultural and psychological psychology of the people, and the influence of historical influence, it has formed a perception of all aspects of the country’s culture and economy. Perhaps this kind of cognition has never been aware of it, but the sensitive merchants have already used it to the fullest.

In the final analysis, the prevalence of “foreign monkeys” is a common opportunity for the general cultural shrinkage to the savvy merchants, and it is also the embodiment of the weakness of our brain decision -making mechanism –

We always think that we can make decisions rationally, but in fact, our most commonly used decision -making system tends to determine quickly, adheres to “seeing the facts”, and it is very easy to be fooled.

As long as countless white faces who act as “foreign monkeys” still appear repeatedly, as long as we still have no awareness and thinking about this phenomenon, we will always believe that the brand story from the merchant, even if these stories are full of logical loopholes.

No matter how ridiculous the economic landscape of “foreign monkeys” is, it is just a tool. “Monkey” and people who are happy to pay for them are ourselves.


[1] Documentary: “Dream Empire”

[2] Zhang Xianping: “Australia Society and Culture”, Wuhan University Press

[3] Duan Chuting, Zhao Yi, “True Domestic” transformed into a “foreign brand”? CSRC 59 Asks Musi Co., Ltd., China Business News

[4] Chen Di: “Apple in Mu Si Mattress”, green environmental protection building materials

[5] Hu Suni: “Mu Si layout Australia, Europe, and the United States, becoming a Chinese brand to the world model”, business reviews

[6] Alice yan: white people watchted: a peek into China ’s boxing‘ rent a foreigner ’industry, south China Morning Post



[7] David Borenstein: Rent-A-Foreigner in China, The New York Times

Pictures from the network


| Mao Hongtao

Editor -in -chief

| Wang Tao


| Chen Runjiang


| Wang Shuqi