Xinhua News Agency, Beijing, December 8th (Reporters Zhang Qianqian, Yao Junfang) When chasing dramas and listening to music, I don’t mind buying platform members to improve the experience; "Idol" endorsed a product and is willing to pay for it; games; I can’t beat them and are happy to recharge "Krypton Gold"... There is a group with distinct personality, strong willingness to consume, and the pursuit of "good consumption", which is gradually becoming the new "consumption responsibility".

　　These young people born between 1995 and 2009 are called "Generation Z".

They were born in the Internet age, and are affected by technology products such as the Internet, smartphones, and tablets.

Under the special growth environment, the influence of this group on the consumer market continues to increase.

　　Now, it's time to understand "Generation Z".

What consumption habits do they have?

　　"The loyalty of young people born in the '95' generation is extremely low." Xu Lei, CEO of Jingdong Retail Group, said at the 2020 (19th) Annual Meeting of Chinese Business Leaders held recently. Young consumers quickly switch brands. Habits have created a large number of "net celebrity" brands today.

　　At the same time, Xu Lei said that "post-95" consumers have a strong personality and a strong sense of loneliness, so they will form many small circles and preferences, thereby creating many market segments and bringing new opportunities for various new brands.

　　"These young people have strong ability to pay." said Xiaochen Ji, the founder of Yingpu Technology. Because they live in the Internet age and are accustomed to online payment methods, and their living conditions are better than those of the previous generation, the consumption habits of young people are completely different from those of the previous generation.

　　In the process of providing technical support for variety shows and IP products, Ji Xiaochen found that the online paying groups for some products are even concentrated in the 9 to 13 years old.

　　A report from the Suning Financial Research Institute shows that the "Generation Z" group has consumer attitudes such as willing to pay for their interests, love UGC (User Original Content) platforms, pursue "lazy economy" and "home culture", and prefer appearance and cute pets.

The culture and values ​​they advocate are increasingly accepted by the public, and their influence is increasing day by day.

　　"We are optimistic about the prospect of'good consumption' for a long time." Ye Guofu, co-founder of MINISO, said that only the pursuit of cost-effectiveness can no longer impress young consumers. The “good consumption” that can bring consumers a happy experience is to compete for the young. A new track for consumers.

　　Nowadays, the influence of "Generation Z" on the consumer market is gradually increasing, and more and more companies and brands are carrying out transformation and development based on the consumption habits and preferences of this group.

　　Chen Fei, co-founder of Ningmeng Pictures, is the producer of this year's hit drama "Thirty Only".

In her research on such "explosive" products, she found that the content consumption pattern has undergone great changes in recent years, and users are iterating. The "Generation Z" group has become the main group in entertainment consumption accounting for about 60%.

　　"These changes are forcing us to evolve." Chen Fei said that to produce more "explosive models", we must have the ultimate longboard on the basis of making up for the shortcomings, and be able to exceed user expectations based on full insight into users. , To achieve value guidance based on hitting collective emotions.

　　Qu Fang, the founder of Xiaohongshu, discovered that young people love life and love to share.

The data shows that there are currently more than 100 million users active on Xiaohongshu every month, 72% of them are "post-90s" users, and 50% of them are "post-95s" "generation Z".

　　"Young people's sharing of consumption and service experience has made Xiaohongshu the birthplace of life trends and the shaper of consumer trends." Qu Fang said that young people coexist with social networks, their needs are more personal and self-determined, and their consumption decisions are more Professionalism and rationality, and at the same time looking forward to more active participation in brand building, these are opportunities worthy of enterprises to grasp.

　　Xu Lei said that companies should pay more attention to changes in industry trends and be in awe of consumers' attention.

"We must have keen insight and avoid boiling frogs in warm water."