Recently, an agency released the "Consumption Report of Contemporary Youth", stating that only 13.4% of the 175 million "post-90s" in the country have no debts, and 86.6% have been exposed to credit products.

The report pointed out that more than 60% of "post-90s" use consumer loans to improve their quality of life and leisure.

According to other data, in 2020, China’s domestic luxury goods consumption has “surged against the trend”, one of the reasons is the rise of the new generation of consumers, and the consumption of luxury co-branded and limited editions by the “post-95s” from January to October last year The amount has surged by 300% to 400%.

Some netizens said that some young people seem to be living a "rich second generation" life with the "negative generation" wallet.

　　There are certain objective reasons for this phenomenon, and the pervasive advertising with the help of mobile phones is one of them.

Nowadays, as long as young people log on to social platforms, all kinds of "Amway soft text" and "grass-grass videos" are hard to guard against: after work, they can scan short videos, and they can't escape the live broadcast recommended by the algorithm; go home and order a takeaway, but the software invites If you come to the scene and just leave; even after taking a selfie, you can't escape all kinds of beauty ads...

　　Even if you can avoid advertisements, you may fall into the "consumption routines" of the merchants.

Nowadays, whether it is a traditional festival or a "foreign festival", it seems that it has become a shopping carnival in the end.

When I opened the shopping software, I didn't know when I was stuffed with a coupon of "10 yuan less than 100 yuan", so I went shopping for another two hours, and the shopping cart filled up unknowingly.

"Official subsidies", "invite friends to bargain", "last day of promotion"... After a combination of merchants, consumers want to "hold" it is even more difficult.

This just confirms a sentence: the desire to consume is "fed" by the merchants.

　　The influence of peer pressure on the Internet cannot be underestimated.

The Internet has opened up the horizons of the younger generation, but as the "circle of friends" expands, the "comparison circle" will inevitably expand-girls who do not use cosmetics such as "fairy water" or "little brown bottle" will make some people ridicule "your peers" People are abandoning you"; after chasing popular TV shows but not buying the same bag for the first time, they will be underestimated by friends who "spend money to chase stars"... Therefore, the consumption upgrade speed of some young people has repeatedly surpassed the improvement of earning power. , Debt is inevitable.

　　It is estimated that in 2021, young consumers under the age of 35 will create 65% consumption growth, and they are the main force of consumption.

From an objective point of view, more diversified, more abundant, and more high-end consumer goods enter the life of the masses, and "you can do it with one jump", instead of "I don't even dare to think about it, it has nothing to do with me". This is essentially social progress. Manifestation.

But for individuals, the times give young people wealth, and it is even more necessary for young people to learn how to manage wealth and use wealth rationally.

Some young people knit their lives into gorgeous robes, but they are covered with debts-various lending platforms and various forms of instalment payments have made many young people lose their vigilance in the illusion of small and low-frequency consumption, turning them into warm water. Frog in the house.

It’s no wonder that there have been “moon owed clan” complaints: the advertisements of various lending platforms and e-commerce platforms are like “enlightening” themselves, “spending tomorrow’s money to realize today’s dreams, and spending others’ money to do so. My own dream".

　　Under the "gorgeous robe", if it is a hollowed-out financial situation, then this glamour is bound to be unsustainable.

Only by following controllable and affordable consumption behaviors can you truly enjoy consumption without letting consumption "consume" yourself.

　　(Wang Ruochen, our newspaper commentator)