The internet catchwords of “Suan Ni Hen”，“Dou Ni Wan”，“Jiang Ni Jun” and “Yao Ni Si”， as one language variation phenomenon， has its own phonological，lexical and semantic characteristics ， as well as reflects cruel marketing competition mechanism and facts of rising price. Furthermore， a positive mental chase and the consciousness of social participation are also embodied， which gives active influence to free atmosphere for people's thoughts and social public opinion as well as rapid information transformation.