With the passage of time, the post-95s of Houlang have gradually grown up.

As the most important new consumption force in the future, they have shown a social attitude of "being happy alone is not as good as being happy with others", pushing the culture of niche circles to the public.

At the same time, in terms of life attitude, they can enjoy the "single time" quietly. Before finding a partner or starting a family, they can't live alone, which drives the rise of the single economy.

　　Guochao Hanfu "breaks the circle"

　　Niche circle culture goes to the public

　　The post-95 circle culture is well known.

The "Research on Consumption Trends of Post-95 Adults" shows that they uphold the attitude that being happy alone is worse than being happy with others, and push the culture of various niche circles to the public and to more generations of people with their own efforts. And Hanfu is the most typical representative.

Take Hanfu as an example. A few years ago, only a small group of people were interested in discussing traditional Chinese culture. They showed off Hanfu online, and few people wore Hanfu offline.

However, in a few years, Hanfu has become one of the daily dressing styles, appearing in various public places such as streets and shopping malls, and the general public is also accustomed to it.

Hanfu has successfully changed from the "three pits" culture to the popular clothing culture.

　　A research report based on the post-95 group of Dewu App shows that the new generation pursues traditional culture from the outside to the inside, setting off a new national trend.

The white paper shows that 72% of post-95 young people have a strong sense of identity with traditional Chinese culture.

The national style wave with Chinese culture, national characteristics and handicrafts as the source of creativity continues to provide important nutrients for global trends.

　　It is worth noting that the consumption of young people this year should also be clear.

Last year, the term "ice cream assassin" became popular on the Internet, and netizens expressed dissatisfaction with the passive consumption of "high-priced" ice cream without knowing what it was.

According to OMG data, about four of the discussion posts about "Ice Cream Assassin" on social platforms are born after 1995.

Compared with other generations, they know how to use the Internet to obtain information and make the most suitable judgment for themselves.

They let consumption return to the basics and return to rational use. They don't need any "substitution" and will actively reject products that are not suitable for them.

　　not enough alone

　　The rise of the "single economy"

　　As more post-95s grow up, more and more only children join the ranks of "lone rangers" before making the choice to start a family.

The post-95 solo travel is not just about becoming a lonely gourmet. Their "celibacy" is reflected in all aspects: the emergence of single apartments, the launch of customized travel products for one person, the popularity of mini song rooms, and the hot sales of mini appliances. The idea that they can be happy alone.

　　Because of this, merchants are fully prepared for the "one-person economy": the food industry launches half-serve dishes and small-package products; the home appliance industry launches mini appliances, and the entertainment industry, such as the script killing room, has launched competition activities, etc., all of which are for single young people. Provide more convenience in life and entertainment.

　　In addition, more and more post-95s will raise "four-legged gold swallowing beasts" to accompany them.

According to the survey, 35% of the current age distribution of domestic shit-shoveling officers are post-95s, which is higher than other age groups.

The companionship of pets has become a kind of spiritual companionship for "empty-nest youth".

They regard pets as family members, and walking cats and dogs has become their daily routine.

About 30% of post-95 pet owners said that their social skills have become stronger after keeping pets.

　　Willing to "pay" for interests

　　Reward yourself unambiguously

　　Where are young people in this generation more willing to spend their money?

The "Tencent Post-00s Research Report" shows that 62% of post-00s are willing to invest a lot of time and money in their interests.

77% of post-00s tend to pay for products with elements they are familiar with or like.

Products combined with animation, learning, games, etc. are more likely to attract their attention.

　　According to the data, the post-95 generation ranks first in the past six months in terms of impulsive consumption, self-rewarding, virtual idols, two-dimensional, figures, etc.

　　Analysis shows that by 2024, the market size of the global metaverse will reach 800 billion US dollars.

Although China's post-95 generation has a slightly lower degree of "krypton gold" in the digital field than the post-85 generation, the growth rate is obvious, and it is expected to overtake other generations in the near future.

　　The new generation integrates virtual life into reality, and is also willing to use technology to enhance consumer experience.

The research report based on the post-95 group of Dewu App also shows that more than 24% of the post-95 generation in first-tier and new first-tier cities are more attracted by digital brand interaction methods: they hope to associate with brands through VR, AR, digital collections, etc.

Therefore, many brands are accelerating the development and application of virtual technology, establishing more immersive links with the new generation, and attracting more young fans.

　　In addition, the post-95 crowd has three characteristics: high potential, high vitality, and high profile, and they are willing to pay for quality, experience, aesthetics, and values.

In terms of quality, they put forward higher requirements for raw materials, craftsmanship, and functionality of products: more people care about whether the products they buy are authentic, and quality has become one of the three most important factors in trendy consumption; in terms of aesthetics, young people "Drawing circles with aesthetics" has a greater sense of identity with people who share the same aesthetics.

　　Text/Reporter Chen Si