Limited products, joint hits, avant-garde clothing, cool trendy games... In recent years, as the "post-90s" and "post-00s" have become the main force of trendy consumption, the consumption preferences, consumption habits and consumption scenarios of the younger generation have undergone tremendous changes. Variety.
Fashion, self-confidence, love of domestic products, and love to share have become the unique labels of contemporary young people.
Along with this process, trendy communities have sprung up widely in China.
Here, not only the latest trends at home and abroad, but also young people's clothing sharing, sports experience, and a wide variety of goods can be traded and bought, which is very in line with the inner demands and consumption psychology of young people.
what do young people like
"This joint sweater combines the popular cashew flower with traditional Chinese elements. It is fashionable and retro, and the style and fabric are also good. The key is that the price is not expensive. I have been planting grass for a long time, and it is very suitable for the student party." Lives in Beijing Guo Chao, a student from Chaoyang District, just received the product he bought and couldn't wait to open it and try it on.
"At present, the 'post-90s' of Dewu APP account for more than 80% of users. What young people like and pay attention to is the goal and direction of our enterprise development." Chen Ying, vice president of e-commerce Dewu APP, a trendy online shopping community He told reporters that the younger generation lives in an era of relatively rich material, and their consumption habits also have distinct characteristics of the times.
For example, young people have higher requirements for product quality and pay more attention to details such as workmanship, design, tailoring, etc., showing young people's attitude towards life in pursuit of quality.
For another example, young people like to socialize, like to post orders on social media and share their consumption experience, which can easily be fissioned among the crowd and promote more consumption.
In addition, young people are paying more and more attention to green consumption.
The user "Xiaoshi" from Hebei posted a pair of slippers made of renewable materials through social software, and wrote that "the design and inspiration come from all things in nature. The use of recycled materials is both an innovation and a kind of innovation." manner".
Anta's environmentally friendly series of fashionable casual shoes, 20 parts of which are made of biodegradable or recyclable materials; the "Survivor's Diary" series launched by the Chinese original designer brand Tuyue, using leftover silk, linen, cotton and other edges The corner scraps are re-dyed to form a new fabric and put into use.
"Young people love the concept of green and environmental protection, so 'sustainable fashion' has become one of the trend keywords of the brand. We are working with young people to promote more More and more brands are participating in the cycle of sustainable ecology." Chen Ying said.
The application of new technologies is also constantly integrating with trends and fashions to improve the consumption experience of young consumers.
Can online shopping replace offline try-on?
In order to solve this pain point, the Dewu APP has launched AR try-on and virtual foot measurement functions, which can quickly complete online shoe testing and switch shoe styles. The experience is very smooth, just as real as changing shoes in real life.
Chen Ying introduced that at present, Dewu APP has established the largest fashion commodity model database in the industry, covering nearly 10 consumer categories such as sneakers, beauty makeup, bags, and accessories.
What is the cause of hot flashes in the country?
Young people wear seagull watches, pull-back sneakers, and ride Phoenix bicycles... With the rise of the national trend in recent years, many time-honored brands have developed new product lines for young people, and cross-border "novelty" joint names and other new ways of playing " Grow against the age, break the inherent image and boundaries of the brand, and use new stories to "fan fans" of young people.
"I entered the pit watch because my dad always wore a seagull watch. He told me that it represented a Chinese watch brand, which made me have a deep affection for the seagull watch. Now the seagull watch has also released a new trendy watch. , it is no longer just a watch for the elders, but also a trendy watch for us young people. Maybe this is a kind of inheritance, the 'Chinese style' in the watch." Chen Tingyu, a Shanghai citizen, sighed after "pulling the weeds".
At the beginning of 2021, Seagull officially entered the Dewu APP, and successively launched 9 series including Edge, Ocean, Pilot, and Master. The sales volume was quite good, and 85% of the buyers were "post-90s".
Another time-honored brand, Phoenix Bicycle, entered the Dewu APP in April this year. It not only launched nearly 60 new products such as commuter bikes, road bikes, mountain bikes, and cycling helmets, but also launched Vintage, high-end, custom product line.
Within one month after moving in, the sales volume of Phoenix bicycles increased by more than 6 times.
Young people not only posted the new bikes they received in the community, shared their outdoor cycling life, but also posted their parents' Phoenix bicycles, and even used them as elements of wedding photos to relive the memories of classic domestic products.
In recent years, young consumers' love for Guochao has reached an unprecedented height, which has promoted the extension and expansion of Guochao products to various fields.
The "Guochao Brand Youth Consumption Insight Report" released not long ago shows that compared with 10 years ago, the popularity of Guochao has increased by more than 5 times, and 78.5% of consumers prefer to choose Chinese brands. "Post-90s" and "post-00s" contributed 74 % of national tide consumption.
Dunhuang-inspired color matching, Sanxingdui joint name, Miao batik, ink bamboo printing, Chinese koi and other national cultural symbols have not only become topics that young people talk about, but also become a spiritual and cultural trend.
In Chen Ying's view, the rise of the national trend is not unexpected, it is actually a manifestation of the self-confidence of Chinese culture.
"Post-90s" and "Post-00s" grew up in the era of vigorous economic and cultural development in China. A strong motherland provides a strong guarantee for the material and spiritual life of this generation of young people. Their self-confidence and pride make them have a certain appreciation for Guochao brand. An innate love and trust.
And as they gradually enter the society and their income increases, they will undoubtedly become the absolute main force of national tide consumption.
How to grasp this wave of national tide and create more well-known national tide brands?
Feng Jun, deputy secretary-general of the Sports Management Professional Committee of the Chinese Society of Management Sciences, believes that first of all, it is necessary to achieve precise positioning and establish a brand image.
Young people are the main group of consumption in the national trend, and national brands are the main consumers of the national trend.
Therefore, domestic brands and enterprises should carefully sort out their product structure, consolidate or develop specialized product lines, so as to achieve the internal fit between brand connotation and national trendy temperament.
Secondly, we must strengthen product innovation, deeply integrate into and lead the national boom.
"Country" embodies the recognition and display of traditional culture, while "Tide" puts more emphasis on the popular trend of marketization.
Therefore, there are no certain rules for the expression of national fashion elements. Domestic brands and enterprises need to start with innovative research and development, and form a market competitive advantage through more in-depth and novel products.
Once again, it is necessary to improve marketing pertinence, actively create and expand the influence of communication.
Domestic brands and enterprises must strengthen the construction of marketing channels represented by mobile Internet and new media, actively create social issues and communication contexts, and transform consumers' national tide emotions into brand recognition and loyalty.
What to fight in the trendy community
He Liangliang, a "post-90s" girl in Hainan, is a loyal fan of Hanfu.
Some time ago, she published a diary of Hanfu outfits with pictures and texts on social media.
In the picture, she is wearing a Ming-made cross-collared long jacket and classic Hanfu accessories such as burnt blue hair crown, velvet flower, and shell bead hairpin. The finishing touch is a pair of white and red trendy sneakers.
This style of dressing has inspired many young Hanfu lovers and said, "It's amazing that Hanfu can still be worn like this!"
"In the trendy community, there are many young people like me. They not only have a strong sense of national pride, but also have unique creativity and ingenuity of young people, which promotes the development of Hanfu culture and provides more original designs of Hanfu. The brand lights up the inspiration." He Liangliang said.
Throughout the country, in recent years, around the consumption characteristics of young people, many trendy communities have sprung up, becoming online "spiritual paradise" for young people.
Alibaba has launched an e-commerce platform "Stay Stick" that focuses on young people's trendy culture; Sina has launched a community product called "Hobby", which is positioned as a trendy store for young people to create a community, etc.
How to better attract the attention of young people has become a question that trendy companies, communities and platforms must think about.
The domestic original skateboard brand AVENUE&SON (Son of the Avenue) was founded in Shanghai in 2014 and is one of the earliest skateboard street brands in China.
Brand manager Xie Wenkai said: "We have been actively promoting Chinese trend culture, including allowing skateboarding to infiltrate more young people. In the future, we hope to go offline and help Chinese young people broaden their life horizons. Challenge extreme sports and find health and confidence from skateboarding."
"In the face of the huge young consumer market, trendy communities and trendy brands in the future must really settle down, figure out the consumer psychology of young people, and meet their growing actual needs for quality, health, originality, environmental protection, and culture. Only Only by truly grasping the hearts of young people can we win in the fierce market competition." Chen Ying said.
According to Chen Jing, a researcher at the Tianyancha Data Research Institute, as the scale of China's consumer market continues to expand, the people's yearning for a better life will provide a strong impetus for trendy consumption.
Statistics show that as of now, there are more than 165,000 "fashion and trend" related enterprises in my country.
In the future, the competition for trendy consumption will become increasingly fierce. Relevant companies and brands must improve their internal skills, grasp market trends, increase technology investment, continuously improve product lines, improve product stickiness and service level, and provide consumers with more diversified trendy products. , to meet their needs for quality of life.