This year young people are chasing hot spots, patriotic products, and making a contribution to vaccines-
"Youth emotions" are hidden in the shopping cart in 2021
2021 is coming to an end.
The "Global Research Report on China's Generation Z Intelligent Information" shows that "Olympics", "National Trends and National Trends", and "Vaccination" have become the annual hot words of China's Generation Z population.
The daily consumption hotspots of clothing, food and play in 2021 show that the self-consciousness and self-confidence of being one with the country is the more vivid mental state of young people in this era.
Recently, major platforms have successively released annual keywords, hot searches, and barrage. The topic "Top Ten Commodities of 2021" is also on the hot search: the frequently searched Olympic champion "Yang Qian's same-style little yellow duck is issued a card", a hit drama The products around "Awakening Age", the "Wu Jing's same sportswear" seen every day in the emoji package, and the "Enamel Spittoon" that went overseas at the beginning of the year were highly voted.
After reading it, netizens said that "the smell of fireworks in this year is here", and even teased that "I didn't expect that it was the spittoon that defeated Lina Belle."
Xu Yingming, deputy director of the Marketing Research Institute of the Ministry of Commerce Research Institute, said that these top ten "out-of-circle" commodities cover ordinary people's daily necessities, food, shelter, and transportation.
At the same time, it shows that everyone is looking forward to the return of the "small fortunate" in life.
Not superstitious, big names pay for feelings
"Product of the Year" is full of Chinese characteristics
Recently, Taobao released a list of "Top Ten Products of 2021", most of which are closely related to the lives of young people.
They are no longer superstitious about international big names, and are more willing to pay for their own feelings and pay for their own culture.
Such consumption attitudes and demands have become the potential to expand domestic demand and provide impetus for the growth of national style and national trends. The patriotic sentiments of generation Z young people will reshape the consumer market with more Chinese characteristics.
Off-the-shoulder vaccine outfit
"Let's Miao Miao Miao together..." The strapless vaccine pretends to start the spring fire, and vaccination has become a reason to buy new clothes.
Many consumers leave messages to Taobao sellers: When will the male "vaccine kit" be on the shelves?
Behind the vaccine outfit are young people's scientific concept of epidemic prevention and an optimistic attitude towards life.
Aerospace Cultural and Creative Products
2021 is the year of aerospace, and the whole people set off a "space craze".
Sales of aerospace-related space station models, Shenzhou 13 models, and space mailing services remain high.
Purchasing aerospace cultural and creative products has become a new form of aerospace science popularization.
Around the Age of Awakening
During the hot broadcast of "Awakening Age", it appeared on all major platforms almost every day, and netizens chanted "YYDS".
The related cultural and creative surroundings of the play also exploded rapidly. "New Youth" brooches, notebooks, canvas bags, mobile phone cases, and blue shirt robes of the same characters in the play were once sold out on Taobao.
Yang Qian same style small yellow duck hairpin
The yellow duck issued by Yang Qian, the first gold medalist of the Olympics, instantly became a popular Taobao item.
In addition, Yang Qian's "carrot hair rope", women's basketball Yang Shuyu's phone case, and Chen Meng's table tennis necklace are popular among netizens.
Enamel spittoon
In February, there was a boom in "spittoon fashion" overseas, and the value of the spittoon jumped nearly 40 times. It has dominated the hot search on domestic social platforms many times, and it has also ignited the domestic enamel industry.
A factory in Linyi, Shandong received 100,000 orders overnight.
Wu Jing same sportswear
37 years ago, Xu Haifeng won my country's first Olympic gold medal. His red sportswear with the word "China" has become a national trend indicator.
Time goes back and forth, wearing Wu Jing's same sportswear has become a new trend for young people.
"Three Brothers in Bankruptcy": camping, surfing, and fishing equipment
The "three new bankrupt brothers" represented by camping, fishing, and surfing-related equipment have become a self-certification of male spending power.
From the "Three Sisters in Bankruptcy" to the "Three Brothers in Bankruptcy", behind it is the rise of male consumer power.
Checkerboard
The chessboard that emerged in the 1980s has entered the Taobao shopping cart of your female colleague at the table next door from major shows.
In the autumn and winter of 2021, you can have a checkerboard single product, which is equivalent to getting a trend code.
From fashion high-definition to mobile phone cases, card issuances, masks, everything can be checked in a checkerboard, in short, "press your head and Amway."
Gaming mouse
On the night when the Chinese team EDG won the championship, almost half of the people on the whole network were celebrating in a fancy way, and half of them were asking what EDG is.
That night, the two generations felt different breaks because of the same thing.
E-sports mice, e-sports seats, and even gaming finger cots have become popular items overnight.
Temporary food
On April 29, the "Anti-Food Waste Law" came into effect.
This year, nearly 4 million people have bought impending food on Taobao, taking concrete actions against food waste.
Liu Shaowei, deputy director of the FDA Research Center of East China University of Science and Technology, said: “Pending food is not equal to expired food. It is stored correctly within the shelf life and there is no problem with quality and safety. You can buy it with confidence.
"Domestic products" become a key word in the list
"National three-piece suit" is nostalgic enough
【Emotions】Nostalgia
It is understood that the top ten products of the year are selected based on comprehensive indicators such as sales on Taobao platform this year, year-on-year growth rate, and discussion interest on the online platform. Consumers vote, media, and expert juries for multiple rounds of reviews. The most representative national product.
In the selection process, more than half of the nominated products bear the obvious "domestic product" label.
In mid-July, there was a rare continuous heavy rainfall in Henan, causing a series of disasters. Many domestic brands immediately mobilized material assistance.
Careful netizens found that Hongxing Erke and other companies are not rich in their own operations, but they still donate money and materials. Therefore, a large number of consumers have poured into the live broadcast room in a short period of time to place orders to support domestic brands.
Relevant research data from e-commerce platforms such as Taobao shows that more than 80% of Chinese shopping carts are domestic products.
Traditional domestic products and old objects have also been "returned".
The enamel spittoon, a must-have for every household half a century ago, became a hit overseas at the beginning of the year. It was mistaken by foreign netizens as a "Chinese traditional fruit basket in the 1960s", and its value skyrocketed 40 times.
The news spread to China, and the sales of spittoons on Taobao rose sharply.
In recent years, the "national three-piece suit" represented by national bed sheets, national enamel tanks, and national spittoons has led to the return of nostalgic products.
Consumers' enthusiasm for domestic products also overflows out of the shopping cart.
Whether in the Weibo comment area or the WeChat group, Wu Jing, wearing a plum brand "China" sportswear, became the best emoji of the year.
Comments:
"The spread of enamel spittoons abroad has created a new theme of use. It is a process of cultural exchanges and collisions, and finally realizing integration." Xu Yingming, deputy director of the Marketing Research Institute of the Ministry of Commerce Research Institute, said that the products of such a long time have become popular again. Because of the reform and opening up for many years, the young generation who grew up in the rapid development of economic and social strength has changed their concepts, and has strong national self-confidence, which has affected the trend of consumption.
"Although the new crown epidemic is still spreading globally and the world's door has not been reopened, with the rise of domestic products, a new wave of domestic products will definitely come."
Follow hot spots with an attitude
Aerospace, Olympic Games ignite public enthusiasm
[Emotion] Patriotic
The public sentiment of this year was ignited by the spaceflight and Olympic Games.
The Chinese people’s own space station has been put into use, sparking a nationwide space craze, and making this year the year of space flight.
On Taobao, the space mailing service and space breeding roses launched by the official Taobao store of China Aerospace Cultural and Creative have been "second light."
One generation has the Olympic Games for all generations. Sending bullet screens, top hot searches, and shopping for the same style have become the trilogy of young people’s pursuit of the Olympics.
Olympic champion Yang Qian's little yellow duck issuance card of the same style has repeatedly appeared on the hot search, and it has also become a hot spot on Taobao.
Zhejiang Yiwu Card Issuing Industry Belt is running at full capacity, sending out 6 cards per second on average.
Amoy the same paragraph has also become a standard action for netizens to chase dramas this year.
Since the broadcast of "Awakening Age", it has been popularly searched on all major platforms almost every day.
The related cultural and creative surroundings of the play also quickly exploded. New youth canvas bags, mobile phone cases, and the same blue shirt robes of the characters in the play were once sold out.
2021 is an extraordinary year. The continuation of the epidemic has broken the inherent rhythm of life and brought many new changes. Various epidemic prevention measures have become people's new daily routine. The widespread vaccination of vaccines has made injections a common memory for everyone.
This year, we actively vaccinated the new crown vaccine, and everyone contributed one after another.
In order to ensure the efficiency of vaccination and facilitate both parties of vaccination, the elegant and careful machine of strapless dress has become the "vaccine OOTD" of many girls, which has been praised by a large number of young people who love beauty.
In the field of clothing, elements such as checkerboard and Klein blue are also very popular.
Comments:
"Seeing the small but knowing, these products show the attention and attitude of the people abroad to the annual events." Zhang Lijun, vice president of the China Federation of Industry and Commerce, said that the annual products exude the "tension" of the era with Chinese characteristics.
For example, the "peripheries in the age of awakening" are the people's longing, memory and feelings for the centuries after the founding of the party; the small ridiculous design of the "vaccine suit" shows the people's trust in the government's anti-epidemic policy and reflects the people's victory over the epidemic. Of optimism.
Aerospace cultural and creative products are a true portrayal of my country's aerospace power becoming a powerful aerospace power.
Although these products are small, they have a bright background of "family and country narrative", which outlines the grand style of the current era.
At the same time, commodities reflect the "strength" of the country.
In 2021, my country will innovate and surpass in the fields of aerospace technology, biotechnology, sports and competition, and it will be truly in the forefront of the world. These products confirm the national strength and the national and cultural self-confidence of the people.
You can also see the "vitality" of young people from these items.
The expression of young people is lively, interesting and energetic.
By voting for the same little yellow duck hairpin by the Olympic champion Yang Qian, he narrowed the distance between himself and the idol, expressing positive wishes, healthy aesthetic views and confidence in future life.
The most important thing is to discover the "potential" of domestic demand from the annual commodity.
Zhang Lijun believes that in the scenes of hit dramas, Olympic champions with the same style, and vaccines, businesses find design inspirations and quickly make products to form circulation.
This reflects that "Made in China" has greatly increased its innovative power to meet domestic demand through digital empowerment; the current products are extremely rich, and there are only unexpected, and nothing impossible to buy.
The domestic demand reflected by the annual commodity is no longer completely material, but more spiritual and hobbies. It can be felt that the individual needs of consumers are becoming the potential of domestic demand. The yearning for a better life is not only in material The era of consumption, spiritual and cultural consumption has quietly come.
"The Three New Bankrupt Brothers" on the list
Specialized consumption becomes a trend
【Emotion】Professional
People often ridicule that men's spending power is not as good as women's, or even pets. This year they counterattacked.
Among the top ten products of the year, the "three new bankrupt brothers" represented by camping, fishing, and surfing-related equipment have become self-certifications of male spending power.
Fishing rods have long been a favorite of the parents, and camping equipment is also a must-have for outdoor enthusiasts, but in the new consumption scene, they burst out with strong vitality.
From this year’s social media, we can see that wild fishing, camping, and surfing have become popular weekend activities for young people and new middle-class people.
Camping does not need to go deep into the mountains, fishing does not need to pick up the rivers and seas. The parks in the city or the surrounding streams and lakes are enough to explore. Coupled with many exquisite and high-quality equipment blessings, young people can better relax themselves and connect with nature during these "bankrupt" activities. Find like-minded friends and complete the realization of the ideal life.
In the November League of Legends global finals, the EDG team from China's LPL Division, after nearly 5 hours of competition in the final, defeated the DK team in the South Korean LCK Division 3-2 and won the club's first global championship in the history of the team.
EDG won the championship and ignited the blood of the whole people. In addition to the proud record of the athletes themselves, their products and equipment of the same type also became famous in one fell swoop.
That night, e-sports mouse, e-sports seat and even gaming finger cots became a hit on Taobao and sold out.
The factories in the digital industry belts such as Dongguan and Shenzhen were brightly lit, and an e-sports equipment production competition was launched at the same time.
Comments:
Wei Xiang, a professor and researcher at the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences, believes that from the "list" we can see two trends in the next five years.
The first is specialized consumers.
For example, the "three brothers in bankruptcy" is the rise of male consumption, and the "rise" will only occur at the stage of consumption maturity.
The "Three Brothers in Bankruptcy" belonged to sports and leisure products. This trend emerged from the United States between 1960 and 1980, with professional product identification.
In the future, it is very likely that many niche circles will appear on popular platforms, and products will no longer be divided according to types, but according to circles.
The second trend is awareness consumption.
"There is no contradiction between saving and quality of life", Wei Xiang believes that people's consumption is more and more value interpretation, not just use value and practical function.
"The so-called value interpretation means that I no longer use the specific use value of the commodity to price the commodity, but to see what value it means to consumers, which is in line with my preference, and I am willing to pay a high price."
2020 will face the huge challenge of the epidemic. Data from the National Bureau of Statistics show that non-commodity expenditures or service expenditures on education, culture, and entertainment accounted for 9.6% of the country’s expenditures, surpassing clothing. By the first half of 2021, this figure was 9.8%. It continued to increase last year.
"So I think, regardless of professional consumption or cognitive consumption, in the future, in the field of service consumption, it will be'double star shining' with commodity consumption."
The year that the Anti-Food Waste Law was implemented
Temporary food spawns a new tens of billions market
[Emotion] Hardworking and thrifty
Temporary food has also become the new favorite of young people.
In response to the huge impact of the epidemic on international food and food production, the 28th meeting of the 13th National People’s Congress Standing Committee passed the "People’s Republic of China Anti-Food Waste Law" to promote the traditional virtues of diligence and thrift of the Chinese nation .
The topic of impending food has begun to gain attention among young people: on Weibo, the topic of "Young people buying impending food to reduce waste" has exceeded 100 million views; the highest number of views of related themed videos on station B is nearly 60 Ten thousand times; related articles on Zhihu have reached nearly 20,000; there are more than 2,600 related notes on the Xiaohongshu... "Market Analysis and Consumer Research Report of China's Pending Food Industry in 2020" shows that currently Chinese consumers of impending food Those aged 26 to 35 accounted for 47.8%, and young people became the main purchasers.
In 2021, nearly 4 million people will buy impending food on Taobao.
Because it is cheap, safe, and environmentally friendly, temporary food has attracted many die-hard fans, and a huge consumer group has given birth to a new billion-dollar market.
Comments:
From the temporary food sales area of the supermarket to the temporary food online special stores and offline discount stores, the temporary food business is booming, and the temporary food economy is developing strongly.
According to data from iiMedia Research, 82.3% of netizens will not feel ashamed of buying temporary food, and 17.7% of netizens will feel ashamed.
In recent years, under the strengthening of the concept of environmental protection, stereotypes such as "buying something that is about to expire" and "cheap" have gradually been broken, and buying impending food has gradually become a rational consumption method of "sweeping wool".
In fact, although the impending food is about to reach the food shelf life, it is still within the shelf life and can still be used safely.
In order to clean up inventory and reduce waste, merchants often sell temporary food at a discount. Therefore, temporary food is cost-effective.
Under the diversified consumption trend, consumers' acceptance of impending food will further increase.
All the thunders I have stepped on in a year are here
"Most useless goods" are frequently transferred
[Emotions] step on thunder
Buying an air fryer is the easiest to accumulate dust, and it becomes a treadmill that becomes a drying rack... It is worth noting that Xianyu, a second-hand platform, did a reverse inventory and released the "2021 Top Ten Most Useless Products".
Through the statistics of the products on the platform that are "unusable" and "has accumulated dust" as the reasons for reselling, Xianyu found that the number one idle product is the air fryer: behind the "air fryer fry everything", there are a large number of unused products. People put the pot with idle fish because of the trouble of making crispy pork belly and having trouble cleaning the pot.
Netizens commented that the air fryer has only two destinies: either to die in idleness or to die from overwork.
In addition to the idle new Internet celebrity of the air fryer, the treadmill that becomes a drying rack when bought, the kindle whose main function is to cover instant noodles, and the curling irons that "the eyes learn but the hands never learn" are also idle commodities. Evergreen tree.
In addition, breakfast machines, Polaroids, wall-breaking machines, fascia guns, beauty equipment and fitness rings have been on the list.
Comments:
It is said to be the "most useless", but it is actually the most unused item that has been transferred.
Although the high number of transfers may only confirm the product’s “nationality”, that is, the owner’s base is relatively large, it also reminds people that consumption should be rational, purchase on demand, and don’t blindly follow the trend and follow the trend, causing unnecessary Waste.
Of course, if I regret it after buying it, I can also transfer it to someone in need at a low price to make the best use of it.
This edition / our reporter Chen Si