Meaning:
“野性” means “wildly, uncontrollably,” and “消费” means “to spend.” This term, meaning “to go on a shopping spree,” is a play on words, as people are often advised to “理性消费” (lǐxìng xiāofèi, spend money reasonably). The Chinese character “理” shares the radical “里” (lǐ, inside) with “野,” giving the two a bit of similarity. This new term originated from a recent incident that made headlines in Chinese papers. After the Chinese sportswear brand Erke pledged to donate 50 million yuan (US$7.72m) to flood-stricken Henan Province, people started a shopping spree of its products to help this struggling sportswear maker, and someone came up with the slogan “spend wildly” to show their support for the brand.
Example:
A: 你有没有野性消费支持鸿星尔克？
Nǐ yǒuméiyǒu yěxìng xiāofèi zhīchí hóngxīng-ěrkè？
Did you go on a spending spree to support Erke?
B: 没有，我是个理性的人。
Méiyǒu，wǒ shì ge lǐxìng de rén。
Not really. I am a reasonable person.