The shopping Carnival of "double 11" has been extended from one day to one month. In this big promotion atmosphere in which all businesses do their best, it seems as if they "missed a billion" if they don't buy anything. However, in the voice of "buy, buy", a group of people said "don't buy". They come from the "anti consumerism" group of a community website, where nearly 300000 people try to reflect and examine the behavior of shopping. Before talking about this topic, one thing to be reminded is that the "no buy Group" does not advocate "no consumption", but is not coerced by consumerism, or try not to buy their own unnecessary things and do not blindly follow the trend of consumption. This kind of consumption proposition, placed under the current "double 11" national "buy buy buy" social atmosphere, is particularly "sober in the world". In the "double 11" where consumerism is popular, "buy buy" has become the main theme. However, everyone may have had a moment of reflection - did they buy too much? Or greater emptiness after "cutting hands". For most people, this is just a moment's thought. The members of the "no buy Group" went further than most people and responded in action. This kind of reflection on action is undoubtedly rare in the general environment, but it is also destined to be the participation of a very few people. Seeing it as a change in the concept of social consumption undoubtedly exaggerates its influence and symbolic significance. Once, the Chinese people's argument of "saving rather than consumption" appeared in the field of public opinion as a slightly derogatory topic. Today, from the perspective of public topics, more and more people seem to have begun to discuss and reflect on consumerism, and even the "anti consumerism" group appears, as if Chinese society has completed the process from never consumption to excessive consumption and then to reflection on consumption in a short time. The truth may not be so. First of all, it should be understood that the 300000 members of the "anti consumerism" group are only a very small part of the whole consumer population. It is too much to say that they represent the "retrograde" of a group or the change of the whole consumption trend. In fact, just a few days ago, a statistical data showed that the monthly saving proportion of China's young generation was rising, with an average monthly saving amount of 1624 yuan, a new high since 2018. This seems to echo the emergence of the "anti consumerism" group. But at the same time, data show that only 13.4% of China's 175 million "post-90s" have no debt. These two sets of statistics are not necessarily contradictory. After all, there are savings and liabilities, which are not necessarily opposite. However, from the different observation perspectives they show, it can be seen that judging the consumption value orientation of a group and even the whole society only through one side may have deviation, which is easy to fall into the trap of "blind people touching elephants". Similarly, just a "anti consumerism" group with 300000 members, it is difficult to say that our consumption habits have really become more "pragmatic", which can only represent "exceptions" in a group situation. Secondly, when discussing relevant topics, it is also necessary to remind that reflecting on consumerism does not mean opposing consumption and advocating rational consumption. We should also be vigilant against stigmatizing consumption and business promotion. It should be noted that consumption is not only the normal behavior of individuals, but also an important driving force for the forward development of modern social economy. For example, in recent years, the phenomenon of "low desire" and "not loving consumption" of Japanese young people has aroused more concerns. At present, the country is also vigorously promoting consumption and expanding domestic demand. Therefore, to reflect on consumerism and promote rational consumption, in fact, we should return to the perspective of individuals, so that those who fall into "buying" can examine their relationship with consumption and find a more rational balance. Compared with the wave of consumerism, the "anti consumerism" group is like a small wave. Its popularity may indicate that it has aroused the resonance of "dissatisfaction" with the current situation of self consumption in some people's hearts. From this point of view, it is indeed of positive significance. However, to what extent it can really make more people more sober, we still have to put a big question mark. (outlook new era)