Pan-Z Generation "New Three Views"
Someone is always young.
The Pan-Z generations who were born in the 1990s and 00s mostly lived in a more favorable and open environment than "Qianlang", and grew up in the era of China's economic boom.
As aborigines of the Internet, their values are more distinctive than those of "Qianlang", especially their views on marriage and love, employment, and consumption.
Once upon a time, carriages were slow, letters were far away, and only one person could be loved in a lifetime.
Nowadays, with convenient transportation and fast internet speed, it has given birth to more "mother solo" (meaning to remain single all the time), and the number of marriages in the country has repeatedly hit new lows... Why has the young people's view of marriage and love changed quietly?
In the past, commuting, going to get off work, getting off work, and going home were a busy day for my parents.
Now, the "back waves" have discovered that in addition to nine to five, people can still live the life they want.
How will those "back waves" who try to integrate hobbies with means of earning a living ride the wind and waves?
In the past, people firmly believed that diligence and thrift could keep their families, and they were more willing to pay for the cost-effectiveness.
Nowadays, "Xing-price ratio" (the ratio of interest to price) has become a new consumer belief, spending a lot of money for interest, but struggling with the 8 yuan freight.
What kind of surprises will the Pan-Z generation bring to consumption upgrades while "buying, buying, and buying"?
Part 1
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Views on Marriage and Love: Multiple Views on
Marriage and Love Impact New Youth
New weekend couples, rational partners, fake sweets and real loneliness...
Half a month talk about reporter Liu Weiwei
"Desire for love, but more greedy for freedom", "If you leave, occasionally live together", "Rational partners under reproductive choices"... When the wheel of history rolls forward, contemporary young men and women have different ideas about love and marriage.
The traditional marriage and love orientation that existed for a long time in the past was gradually questioned, challenged, and subverted by the new humans.
The new youth’s view of marriage and love reflects the current people’s values, love, happiness, and social reality.
1
The lost beauty
"One person visits the mall, one person watching a movie, another person is delicious. You can also try to learn what you like. Just like I recently became obsessed with painting, I enrolled in class to learn." Zheng Hong, 35, is a software company in Nanjing The company's account manager owns a house and a car and earns considerable income.
She didn't want to get married because she felt that marriage was too complicated.
"Every little thing takes time, and every relationship needs to be managed with care. I long for love, but I love freedom more."
In 2020, the number of marriage registrations in my country was 8.131 million, which was only 60% of the peak in 2013, a record low since 2003.
More and more unmarried people are enjoying the single life. Some of them find a shortcut for intimacy outside of marriage. By paying a small amount of money, they can get the company and comfort from unspecified people on the Internet. .
Chen Rui, a 26-year-old man in science and engineering, found himself a virtual lover through a social platform.
"Get along for more than a month, ready to continue. Not to mention how good the virtual lovers are, at least there is a tree hole to talk to, walk with you through those gloomy hours, when you are lonely, lonely, and collapsed, there is a person who silently guards you."
Some new generations even give up communication and interaction, tending to place feelings on the image of a doll like a hand companion.
A college boy said: “It’s okay to give Loli and Zhengta a personified emotional projection. There is nothing wrong with'paper sex'.”
Those who haven't been in the besieged city talk about their marriages and hope that the marriage will stop. Those who have been besieged have mixed views and feelings.
The 33-year-old Xiaozhen is an Internet practitioner. The way she and her husband get along is to "play with each other and not interfere with each other."
"Usually live separately, I will go to eat delicious food in the morning after get off work, and usually go to someone’s house on weekends and make an appointment to travel." Xiaozhen told Banyuetan reporters that if they leave, occasionally live together, in hopes of each other Don't let the feelings between you be consumed and destroyed by reality.
"The miss when you are not together will heat up your relationship, and you will carefully prepare for each date, and you will also discover new charms in your partner."
Unlike the "new weekend couples" of Xiaozhen and his wife, Cui Rong and her husband are more like "rational partners under fertility choices."
"Both want babies, and think that one person has a heavy burden on raising children, and the utilitarian alliance came into being." Cui Rong said, stylized love, streamlined marriages, and then contracted childbirth, this kind of "false sweetness, true loneliness." It's actually a kind of injury.
2
Silent change
Traditional marriage and love are gradually evolving into marriage and love in the new era, from the early singleness to the pluralism.
Tracing back to the source, how did the current youth view of marriage and love come into being?
What are the effects of social changes on the concept of marriage and love?
The uplift of the material ruler.
During the interview, the reporter felt that the rising cost of marriage and love has discouraged some young people.
A male interviewee said that starting from dating, eating, watching movies, traveling, various festivals, anniversaries, and then talking about marriage, it can range from a house and a car to a small one. The cost of money is too high.
A young netizen from the countryside said that there is a girl who has been secretly in love with him for many years. The girl has also shown his kindness to him, but he has never confessed.
"I love you like my life, but I can't give out a gift of 80,000 yuan."
The alienation of interpersonal psychology.
In this period of social transformation in which the pressure is increasing day by day, but the methods of decompression have not increased proportionally, there is a strange paradox in interpersonal distance, that is, the social distance is very close and the psychological distance is very far.
A teacher from Soochow University said that the world is very contradictory. First, we will do everything possible to invent objects that bring people closer. There are vehicles and communication tools everywhere. The time and space distance between people has never been so close, but the heart The distance with the heart has never been so far.
The netizen "Lihua Luoxue" who has been engaged in the work of virtual lover chatting said: "Being dependent on and helping others out of the haze, I feel quite fulfilled in taking this order, because I feel that I have saved a lonely soul."
The awakening of self-awareness.
Self-awareness is a person's awareness of one's own physical and mental state and the relationship between oneself and the objective world. To achieve happiness and success, one cannot do without understanding and improving self-awareness.
With the increasing social inclusiveness, more and more young people are awakening their self-awareness and are able to follow their own heart and choose a lifestyle that suits them.
Zheng Hong said that even when he is sick and no one cares, even when his friends around him are devoted to their romantic lives and have no time to take care of themselves, even when countless people ridicule themselves as no one wants them, try to brainwash themselves, and think that they will never be able to rely on them in the future. Will question the beauty of being single, and still firmly please myself.
3
Unchanging self
Multiple views on marriage and love are surging, "non-marriageism", "paid companionship", and "new marriage era"... the labels of social media will inevitably cause anxiety and confusion.
Where does the Chinese new marriage go?
What if the trend of "non-married" and "pseudo-married" grows old?
Some people even think that the marriage system is about to die.
Sociologist Li Yinhe said: "It is not accurate to say that the marriage system is about to die. To be precise, the marriage system is beginning to decline and begin to decline."
In fact, under the awakening of self-consciousness, "not marrying" does not mean not wanting to get married, but unwilling to give up and submit.
Similarly, getting out of marriage is also following one's own inner choices.
In the TV series "Thirty Only", Gu Jia, Zhong Xiaoqin, and Wang Manni three women at different stages of marriage followed their wishes and respected their original intentions in the ending.
Gu Jia did not go to fight with her little three, but chose to divorce; Zhong Xiaoqin filed for divorce at the age of 30, and lived the life she wanted and became a best-selling author; Wang Manni broke up with her boyfriend and went to study abroad for her dream.
Their choice, to a large extent, breaks through the traditional concept of marriage and love, which shocks the audience and makes people awe-inspiring.
In fact, the choice of such an ending in the film and television drama may not be a true portrayal of the current multi-marriage values.
Anyone at any age has the freedom to awe or disregard marriage and love, and should not be regarded as an alien by the public or public opinion.
A scholar from Nanjing University said that in the face of the concept of new marriage and love, what society and the media should do is not sensationalizing or unreasonable worries, but respect and understanding, and strive to narrow the psychological distance between each other and correct the material balance in marriage and love.
Love and marriage are not the only necessities in social life.
The world is facing major changes unseen in a century, and the domestic economy and society are facing new opportunities and challenges. The impact of the concept of multiple marriages and love may be temporary, and it is also the chaos and entanglement that must be faced directly during the period of violent transition.
As long as you stick to your unchanging self and strive to enrich your life, then every individual has the ability to encounter a different kind of scenery on the road of life.
Part
II
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Employment Concept: "Hou Lang" Choosing Jobs to Anchor New Direction
Interests match up to make a living, because it is colorful and exciting
Half a month talk about reporter Mao Zhenhua and Wang Ning
Traveling through mountains and rivers during the day, taking pictures and videos, editing pictures and editing videos at the desk at night, and interacting with fans.
When you are busy, you can travel thousands of miles under your feet, and when you are free, you can bury your head and fall asleep without asking about world affairs... This year, 27-year-old Yimi (a pseudonym) has been a travel blogger for more than a year. She likes this job more and more. More and more people who pay attention and support have given me the motivation to persevere."
She set herself a small goal: to travel the world.
Nowadays, in the self-media, the sale of poisonous chicken soup for anxiety is declining, and it is replaced by confident faces that fully demonstrate individuality and pursue a new life.
In the eyes of these optimistic young people, the "iron rice bowl" is not the only pursuit. New careers such as web anchors, self-media creators, and freelance photographers are often better able to integrate hobbies and means of earning a living.
1
Work is life
"I am one meter, a girl from Guilin and Shenzhen. I love to travel everywhere in beautiful clothes. I am a newcomer in the travel and fashion industry." Yimi introduced himself generously.
"During my college internship, I met some travel bloggers and freelance photographers. At that time, I sighed that there were people who were working and living the life they wanted." She said, even though she didn't pay immediately after graduation. All practice, but always yearning for it.
Until a year ago, I met a girl who had the same idea. The two hit it off. They took pictures and introduced each other to wear. They walked around whenever they had time, shared their experiences and experiences on social media, and gradually became a full-time tourist. Fashion blogger.
Every day is a holiday, and there seems to be no holiday every day. One meter counts and counts. In the past year, I have visited more than a dozen cities and posted more than 300 posts on major social platforms, accumulating more than 500,000 followers.
On the road all the year round, work and life are even more inseparable.
After a long time, Yi Mi discovered that the self-media industry has a broad world.
She has gained more friends, traffic and income, and her dream of traveling to make money has come true.
Like Yimi, on major social platforms, more and more travel bloggers are attracting a large number of fans by sharing their travel experiences and attracting more new young groups to join.
It can be seen from the list of “Travel Influence” on Weibo that the top travellers are mainly young men and women, and some integrate various elements such as food, fashion, and millions of fans.
The rapid development of the mobile Internet has given birth to a large number of new employment forms relying on this. While providing new choices for more young people to choose jobs, it also opened a window for alleviating the employment problems of college students under the epidemic.
In addition to showing personality and matching interests, an important reason why young people prefer freelance work is that they have relatively good income.
A survey report released by Meituan in 2020 shows that flexible employment practitioners in the life service industry are mainly young people aged 20 to 35. Their average annual income is 60,732 yuan, which is higher than the annual average of employed persons in urban private units nationwide in 2019. high salary.
Among them, practitioners with a monthly income of more than 10,000 yuan accounted for 9.6%.
Even more people realize financial freedom at a young age, which is difficult to achieve by step-by-step work.
2
Not afraid of adventures to the unknown
Behind the new forms of employment is in full swing, it reflects the different views of contemporary youth in choosing jobs from the past.
Unlike the older generation who love the "iron rice bowl" and accept the nine-to-five life, the young people are not obsessed with weaving, they value the quality of life and their own feelings, and are not afraid of adventures in the unknown.
In their eyes, why not choose, like, and live by it?
Last year's graduation season, the sharing economy service platform Cloud Account (Tianjin) Sharing Economy Information Consulting Co., Ltd. cooperated with government departments to provide a number of flexible jobs for college graduates.
In more than two months, more than 2,000 college graduates in Tianjin have achieved employment through this platform.
One of the statistics shows that video producers, market developers and content creators have become the most popular types of new professions.
"Post-95 college graduates usually like to use their talents on a relatively free stage and have the courage to break through traditional work models." said Yang Hui, chairman of the cloud account company. They often have interests in video creation, photography design, and knowledge sharing, and they have their own interests. What I want to do, I also hope to get more value with this, instead of being tied to a fixed occupation.
In addition to the changes in young people's own employment concepts, the views of those around them are actually changing.
"Shenzhen is an open city. Here, young people have an open mind and vision. Friends around me express their recognition of the profession of travel bloggers." Yimi said.
More and more parents express their understanding and support for their children's free choice of occupations, and believe that children's health and happiness are the most important.
Ju Xianmei, director of the Employment Guidance Center of Tianjin Vocational and Technical Normal University, revealed that in the past, the school rejected some new employment forms, but nowadays, students, parents and the society have gradually increased their recognition of live broadcasting, online education, and network design. The income of some positions is also very attractive. In the future, it will be recommended to students with an open attitude.
Of course, while many young people are free to choose their jobs, the 2021 National Examination is still hot.
1.576 million people passed the qualification review of employers, the second highest in history.
The ratio of the number of people who have passed the qualification review to the number of recruitment plans is about 61:1, and some popular positions have reached the point of one in a thousand, and the degree of competition is self-evident.
3
New forms of employment still need to be improved
The controversy that the delivery staff can only get 2,000 yuan "humanitarian" assistance from the platform while delivering meals is still in my ears. With the continuous emergence of new industries and new employment forms, how to protect the rights and interests of young people is worth pondering.
The Banyuetan reporter found in the survey that many new employment forms of practitioners do not participate in social security because they do not have a clear work unit.
Pension, medical, and unemployment insurance can be paid by themselves through the social security window. Work injury insurance is not available, and it is often difficult to obtain good protection after an accident at work.
Practitioners in the new form of employment do not meet the policy conditions of employment-related subsidies in the unit, and they can easily become the "forgotten corners" of various assistance policies.
For example, some cities have set up monthly subsidies to attract talents, and those who are employed can naturally go through the work unit. However, if they do not know or pay attention, this policy that can only be enjoyed in the first few years of settlement may be missed.
Bo Wenguang, deputy dean of the Binhai Development Research Institute of Nankai University, believes that workers in the new employment form will form a certain binding relationship with the sharing platform through service contracting. However, due to the characteristics of flexible employment, it is more difficult to implement supervision.
In addition, many new employment forms have different standards in different companies and regions, and they fall into disorderly management, which intensifies the labor risks of employees.
Another issue that cannot be ignored is that in these industries, there are usually only a small number of people with a strong flow of liquidity. Most young people initially participate in competition through basic labor, and their income is more or less and fluctuating.
Suddenly encountering a risk event like the epidemic will face unforeseen challenges.
Even small accomplished practitioners will worry that they are weak and easy to lose their way or be eliminated by the market.
At the same time, the problem that it is difficult for companies related to new employment forms to attract high-end talents is also very prominent.
Entrepreneur Wang Junhao runs a cultural design company and recently merged with a video creative company to add new formats such as short video production and live streaming.
"Although the new employment form meets the needs of users and market trends, it is relatively difficult to attract graduates with a bachelor degree or above," he said frankly.
The life of "Hou Lang" is colorful and splendid, and caring for such splendor cannot do without the joint efforts of all parties.
New forms of employment are playing an increasingly important role in stimulating economic growth and promoting employment. In order to promote the healthy development of the industry, all sectors of society need to work together to improve the rules and regulations, encourage young people to establish a correct outlook on career choices, and be more commonplace. Create extraordinary excitement in the post.
Part Two
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Consumption Concept: The New Consumption Era of "Liquid Youth"
Price-to-price ratio has spawned new and diversified rigid demand
Half a month talk about reporter Wang Shujuan
Analyzing the consumption data of young people, we can find that young people's consumption habits have changed. They pay more attention to themselves and explore the world, and their consumption habits are interesting and personalized.
The price ratio is the new consumption concept of this generation of young people.
As young people have become the new main force of consumption, new consumption has also driven digital transformation, uncovered new commercial populations, created new commercial supplies, and brought new commercial behaviors.
1
"Liquid youth" pays for the price ratio
Why do young people spend a lot of money on out-of-print sneakers and luxury beauty makeup, while at the same time they are keen to put together orders and buy together, so that the delivery fee of a few dollars can be saved?
Driven by the four environmental changes of economy, consumption, life, and information, the Pan-Z generation has passed through youth and vigor, showing strong adaptability and flexibility. Their state is close to liquid, and they look at the world, life and consumption. They also have characteristics similar to those of liquids-they are flexible and changeable, independent and closely connected to each other, so they are called "liquid youths".
Interest and price are key factors that promote young people's buying behavior, but self-awareness of where to save and where to spend is more clear under the epidemic.
Behind all kinds of consumption activities, such data is even more obvious.
Taking a bank’s credit card mobile payment pen-and-pen cashback activity as an example, the Pan-Z generation participated with unprecedented enthusiasm, and the post-00s increased by 178%.
Saving money is far from enough. For young people, saving time at the same time is more attractive. What young people want is a kind of discount.
To put it vividly, the package beats the single product, and the annual subscription beats the monthly subscription.
Data from a fashion consumption platform shows that post-95s and post-00s have a more pragmatic consumption concept, are willing to share price comparison strategies, and do not regard low prices and individuality as opposites.
"This province, this flower" is the best embodiment of the consumption values of "liquid youth".
Their decision-making is more rational, but they are not stingy with consumption, and are always ready to invest money for their love.
Although they have been spending money for their interests, the consumption direction of "liquid youth" is changing from external hobbies to self-investment and investment circles.
2
New Gang needs to be born, cultural experience attracts attention
Under the rational consumption concept, the trend of young people's consumer demand has changed, some flexible consumption has been squeezed out, and new rigid demand categories have been spawned.
Affected by the epidemic in 2020, the demand for healthy consumption has been unprecedentedly enlarged, and the proportion of medical health and nourishing health care in consumers' shopping baskets continues to increase.
According to data from an e-commerce platform, post-90s and post-95s have the most impressive growth in health consumption, and they prefer bird's nest, donkey-hide gelatin and tea for nourishing health.
Healthy snacks that are both light and nutritious are becoming a star product in the "easy health" scene.
The survey shows that 83% of consumers take the initiative to adjust their diets to prevent diseases, and consumers prefer healthy snacks with "nutrition added" and "less sugar and no sugar".
The Pan-Z generation has become the main force of health consumption, which shows that young people's demands for health are becoming stronger and stronger.
In fact, as the national health awareness has increased, the definition of health has also undergone a new change, from the original "not sick" to a healthy lifestyle.
Another major consumption feature is the rapid rise in the popularity of the national tide.
If the international big names once set off a wave among the previous generation, then the Pan-Z generation is obsessed with the national trend.
The attitude of young people towards national customs and culture is the main reason for the rise of national trends.
Hanfu fans have grown in scale, Guofeng game users are greeted with a blowout, and Guofeng music is even more popular among young people under the age of 25.
The signs of the rise of domestic consumer brands have become clearer in recent years.
On the one hand, the epidemic has further cultivated consumers' awareness and demand for local brands; on the other hand, the policy orientation of the new dual-cycle development pattern and the tilt of production resources have also provided historical opportunities for the rise of domestic products.
From focusing on functional orientation to focusing on cultural experience, from advocating international brands to more trusting local brands, it can be said that China's new consumer market, dominated by young people, is at the intersection of consumer diversification and personalized release.
3
More interesting, more delicate, more surging, more beautiful
In the face of the changing consumer demands of young people, a wide range of consumer goods have also shown a common development trend.
From initially satisfying the functional and durable requirements, to satisfying the LOGO worship of vanity, and then satisfying the inner pleasure, the products become more interesting, more delicate, more surging and more beautiful.
Why have young people's consumption concepts quietly changed?
Li Xian, the person in charge of Hexiaoma, believes that one reason is that they have mobile phones when they were born. For them, these smart devices exist naturally like air, and they are more willing to use smart devices to achieve consumer demand.
Second, many post-95s are only children, with good economic backgrounds and family conditions, so they have a higher pursuit of diet, health and nutrition, and safety.
Third, the post-95s have a relatively free space, which makes them less willing to be disturbed too much, whether it is dining or socializing.
"Pan-Z generations want you to stay away a little bit. They want to have their own space. The self-service breakfast at the outlets meets this demand."
Faced with the tide of new consumption forces, how can brands build emotional connections with them and leverage continuous consumption?
The new generation is exposed to diversified information and has a different brand mentality—easy to be planted, willing to try new things, and have a stronger preference for new brands.
They are less loyal to brands, and are more willing to try different brands instead of repurchasing a single brand multiple times. It is more difficult to maintain the old customers of big brands.
Taking the initiative to embrace the new generation of consumers and adding young genes will become a long-term issue for brands.
Oli, co-founder and CEO of Qianxun Holdings, believes that young people are not so sensitive to product prices, but they have special pursuits. They are not keen on brands, not keen on expensive, they are keen on very individual output and performance, keen to share and spread on social media. It is very important to make distinctive products and products with temperature.