Focus on youth groups in small towns: focus on "consumption power" but also boost "spiritual power"

　　Pay attention to "consumer power" and boost "mental power"

　　Newspaper and Magazine Guangming Daily

Small Town Youth Research:

　　Author: reporter Wang Simin Zhang Sheng

[Reporter's observation]

　　The entry of young people in small towns into the researcher’s field of vision is directly related to their spending power. In recent years, due to the large number of people and the amazing spending power, especially the increase in the rate of contribution to the movie box office, young people in small towns have received attention and have been named "the most "Influential consumer groups".

This "appearance" method directly affects the current research focus of youth in small towns from all walks of life.

Using word frequency statistics method to sort out the high-frequency words related to youth research in CNKI town since 2016, the most popular keywords are "movie, consumption, entertainment, and local flavor".

　　Today, the Internet has become an important activity scene for young people in small towns.

The "2017 Small Town Youth Pan-entertainment White Paper" shows that online film and television and online reading account for over 80% of the pan-entertainment penetration rate of young people in small towns; young people in small towns spend the most time on online games and online movies, with an average daily duration of 1.5-2 respectively. Hours, 1-1.5 hours.

　　The "2018 White Paper on the Status of Youth Development in Small Towns in China" shows that the current domestic consumption is escalating and the focus of consumption is sinking.

The "Survey Report on Self-Portrait of Young People in Small Towns" shows that over 70% of young people in small towns have the phenomenon or tendency of "moonlight tribes", about 30% of young people in small towns cannot make ends meet, and more than 20% of young people in small towns take loans for consumption.

"Sinking Growth-Youth in Small Towns You Don't Know" studies the consumption patterns of young people in small towns, and provides strategies for the growth of different categories in the sinking market.

The "Internet Financial Management and Consumption Upgrade Research Report" outlines the financial situation of young people in small towns for the first time: In the past, they were more inclined to buy currency funds and index funds. Today, young people in small towns who superimposed buying active funds account for the total population An increase of 30.7% is higher than the 22.23% growth rate of urban youth.

　　The study of young people in small towns from the perspective of consumption is undoubtedly of positive significance, and may find new power and new ways to expand domestic consumption and stimulate economic growth.

What cannot be ignored is that the consumption concept of young people in small towns must be promoted to be more scientific and guided to release their consumption potential in a standardized market environment.

　　In addition to "consumer subjects", it must be noted that young people in small towns are the development subjects that carry great hopes for China's rural revitalization, high-quality development, and social progress.

In the context of the implementation of my country’s new urbanization and rural revitalization strategy, the spiritual world and development aspirations of young people in small towns also need to be respected; their outlook on life, values, career, their self-identity, lifestyle, growth difficulties, etc. Become the focus of attention of researchers.

　　In today's dramatic social transformation, some scholars divide young people in small towns into “indigenous young people in small towns” who have been living in their hometowns, “returning town youths” who have worked in large cities, and “rangers who migrate between cities and towns”. Youth in a small town".

These young people have different understandings of themselves, and they face different development opportunities and life puzzles.

How to present the true face of young people in small towns through constructive research, help them overcome the sense of strangeness, alienation, and fear in the process of urbanization, and enhance the mental power, growth ability, and creativity of young people in small towns, which should become the focus of current research. The most important.

　　Some scholars pointed out that the new generation of young people in small towns are forming more rational and mature life choices, with a stronger sense of independence and pioneering spirit, and focusing on the growth and prosperity of the spiritual world.

For this hopeful picture, all sectors of society, including academia, are expected to join hands to help young people in small towns achieve their dreams and find their own brighter future.

(Reporter Wang Simin Zhang Sheng)