When the generations born in the 70s and 80s are struggling with life under the burden of the old and the young, the post-95s and 00s may be thinking about which restaurant to check in tomorrow, and who has their idol brother hacked.
Contemporary young people are a contradictory entangled body of following the public and insisting on self. They not only like to go to the Internet celebrity food and popular attractions to join in the fun, but also indulge in blind boxes and animation exhibitions. They do not care about the strange eyes of others.
The Internet and technology have also brought new outlets for the energy and enthusiasm that these young people have nowhere to vent. Participating in rich and interesting online and offline activities is the normal life of young people. Chasing stars and watching variety shows to watch live broadcasts, indulging in animation and playing games, participating in exhibitions and buying trendy goods, checking in shops, taking photos and sending short videos, etc.
Various merchant brands and shopping platforms are also targeting this group, constantly updating their products and services to meet the needs of young people. They market products and brand content in the way of young people, deeply integrate products with young people's lives and social life, not only to meet their material needs, but also to focus on emotional connection.
Many people are deeply influenced by popular entertainment, and some people are obsessed with niche hobbies. This time, let’s take a look at it. Apart from the "fun for the whole people" such as the glory of the king, what are young people still like and concerned about?
The BM that blew up this summer was a hit.
BM is the abbreviation of an Italian women's clothing brand "Brandy Melville". The brand's women's clothing features short, small and tight summer dresses. Short solid-color blouses and floral skirts have all become popular items this summer. This brand has derived the BM style of wear. Short tops and tight skirts have become the most common street wear this summer.
BM是意大利女装品牌“ Brandy Melville”的缩写。该品牌的女装以短小，紧身的夏季连衣裙为特色。短款纯色上衣和碎花裙都已成为今年夏天的流行商品。该品牌衍生出BM的穿着风格。短上衣和紧身裙已成为今年夏天最常见的街头服饰。
The biggest feature of BM is that it only sells in size S or one size. The brand's slogan is "one size fits all." (one size fits all). Therefore, this style of clothes has great requirements on the figure, and gradually falls into the vicious circle of girls' dressing and weight.
"BM Girl" is proud to be able to wear BM clothes and is keen to take pictures and print pictures. Other girls fell into body anxiety because they couldn't join them.
“ BM Girl”以能够穿BM衣服而感到自豪，并热衷于拍照和打印照片。其他女孩因无法加入而陷入身体焦虑症。
A comparison chart of height and weight has been circulated on the Internet. For example, a girl with a height of 165 cm has a normal weight of about 55.6 kg, but a "BM girl" who can pack herself into her clothes needs 47 kg. Such strict standards are also accompanied by huge controversy
Also controversial are some niche costumes. More and more young people are beginning to wear Lolita, JK uniforms, Hanfu and other costumes in public places.
JK uniforms are niche clothing that has become popular recently. "JK uniform" actually refers to the school uniforms of female high school students in Japanese (Joshi ko u Kōsei in Japanese). Unlike the sports long-sleeved trousers, which are the standard of domestic school uniforms, the school uniforms of Japanese high school girls are mostly shirts and shorts. Skirt, suit jacket, matching bow or short tie, stockings, black patent leather shoes, put on its cute and youthful breath.
JK制服是最近很流行的利基服装。 “ JK制服”实际上是指日语中的女高中生的校服（日语中的Joshi ko uKōsei）。与国内学生校服的标准运动长袖长裤不同，日本高中女生的校服主要是衬衫和短裤。裙子，西服外套，相配的蝴蝶结或短领带，长筒袜，黑色漆皮鞋子，散发出可爱而年轻的气息。
In order to satisfy the desire of graduated young girls who still want to wear JK uniforms, the popular JK uniforms came into being. These dresses are based on school uniforms and add more fashion elements and styles such as bright colors, girly patterns and various types. Dress up and so on. As the JK dress of characters in animation and games entered China, it gradually attracted young Chinese girls.
They like to collect JK uniforms in different colors, as a daily wear, walking with three or two friends in the streets and alleys, shooting short videos, etc., enjoying the good time as if they are back to school or belong to the school age.
Lolita (Lolita) clothing style is mainly derived from Japan, wearing a tutu skirt, mature makeup, with bangs girls, representing mature girls' yearning for young girls. They have derived their lifestyles, such as participating in tea parties, picnics, baking, etc., as well as the dress code and daily etiquette for wearing these clothes. It is theirs to pursue beauty, cuteness, and youth regardless of how old they are. Dress attitude.
If JK, Lolita originated in Japan earlier, Hanfu is derived from traditional Chinese clothing.
Young people are pursuing individuality, but these clothes also face great controversy. The circle represented by each type of clothing has a chain of contempt, and many people will report a lot of malice if they do not conform to the dress code or copy clothes. Fundamentalists in the Hanfu circle are often openly criticizing the Hanfu fans they see because of some mistakes in wearing details.
In addition, these clothes are also expensive hobbies. A set is basically 500-1000, if there are related Japanese cards, it will be more expensive, 1000-5000 or even tens of thousands. Young people are also criticized for paying high prices for their hobbies and even bankruptcy.
The popularity of clothing is often accompanied by the individual expression and emotional needs of young girls. Whether it is a girl who is proud of wearing BM, or a JK uniform that is nostalgic for youth, the pursuit of cute and elegant Lolita skirt, and the girl who misses the ancient Chinese culture in Hanfu. Every young girl expresses her personality and self through the external expression of dressing. At the same time, socializing and searching for identity in the stratification of aesthetic hobby circles.
"When you enter the blind box, it is as deep as the sea. From then on, the wallet is a passerby." Many loyal fans of the blind box expressed their opinions.
The blind box economy has emerged in recent years. Blind box shops and blind box vending machines can be seen everywhere. Many young people buy blind boxes, remove blind boxes, post their blind box collections or take photos with dolls in blind boxes on social platforms, and communicate blindly. The box buying experience has become a hobby of many people.
Blind box is a box that you can't see and don't know the products inside. Most of them are filled with animation peripherals or designer dolls. Consumers can only know what products they have bought after opening it after purchase.
Molly, the little girl with big eyes and pouting mouth; the blind box restored by the character of Shiki in the game "Onmyoji"; the classic Disney character Mickey, etc., these dolls have quickly harvested a large number of fans since they were sold in the form of blind boxes.
Young people are often driven by curiosity and uncertainty to buy blind boxes, and enjoy the surprise that comes from the moment of opening. A single blind box with a low price can easily bring happiness to young people. Many blind box enthusiasts say that after basically buying it once, they are stuck in it. "A wall of blind boxes" has become the goal of many blind box lovers.
Behind the popularity of blind boxes is another thriving market-trendy toys.
The KAWS with "X"-shaped eyes designed by American street artist KAWS, and the industrial heavy metal Bearbrick (building block bear) produced by Japan's MEDICOM are all representative of trendy toys on the market.
With the emergence of these toys, along with the rise of trend culture, the style originated at the end of the last century. Designers or artists incorporated their own artistic styles and concepts into toys, giving them higher artistic value and richer trend elements. Let the toys that were originally mainly oriented towards low- and young children have a new audience.
The Chinese trendy toy market is also developing rapidly. Take POP MART, a leading trend toy company, for example. It is currently in a period of rapid growth: POP MART was listed on the New Third Board in 2017. The 2018 semi-annual report showed that its operating income during the reporting period reached 160 million yuan, a year-on-year increase of 155.98%.
中国时尚玩具市场也在迅速发展。以流行趋势玩具公司POP MART为例。目前处于快速增长期：POP MART于2017年在新三板上市.2018年半年度报告显示，报告期内营业收入达到1.6亿元，同比增长155.98％。
While those "big kids" in society have to face the cruel society, they still seem to be able to maintain their childlike innocence and personality, and the happiness of adults has become so simple.
Post-70s are speculating in real estate, post-80s are speculating in stocks, post-90s are speculating in coins, and post-00s are speculating in shoes. Nowadays, young people have become the main force in the shoe market. The popularity of shoe speculation in recent years has not only changed the consumption behavior of young people, but has also become a very attractive investment method.
With the growth of American NBA basketball culture and the influence of foreign sneaker culture, a young man walking on the street is not as good as wearing a pair of limited edition Air Jordan basketball shoes. Teenagers who love basketball or have good taste and have real money at home.
Under the prevalence of consumerism, after years of development of the sneaker market, with trendy styles, color matching, and rare sources, major brands of basketball shoes will be wiped out once they are sold. Online registration lottery, physical store queuing lottery, price increase and overseas purchase... …For many people, it is not easy to buy a pair of popular sports shoes.
In addition, these popular sneakers can still be traded at a substantial premium in the secondary sneaker market, and even worn old shoes may be sold for a good price or even make a lot of money.
After the death of the well-known NBA star Kobe Bryant this year, the price of his basketball shoes soared exponentially in the second-hand market.
According to the Southern Metropolis Daily report, on the Dewu APP (poison) platform, the price of the "NIKE MAMBA FOCUS Kobe Mamba Spirit Lakers" series of sneakers has soared from 599 yuan to 4899 yuan on the platform of Dewu APP (poison) only 8 hours apart. The topic of fried shoes has caused huge controversy.
根据《南方都市报》的报道，在Dewu APP（毒药）平台上，“ NIKE MAMBA FOCUS神户曼巴精神湖人”系列运动鞋的价格在Dewu APP（毒药）平台上从599元飙升至4899元相距仅8小时。油炸鞋的话题引起了巨大的争议。
In fact, these "limited edition sneakers" that have been smashed are similar to famous bags and watches, in terms of their own use value, and because of their scarcity, they obtain excess profits in circulation. Limited quantities, joint names, and hot spots of celebrities' feet determine the high price of sneakers on the market.
In February 2017, Adidas' new "Coconut Shoes" was released, the price was less than 2,000 yuan, and it soared to 10,000 yuan within a week. In 2018, Travis Scott and Air Jordan cooperated, a pair of sneakers priced at 1,299 yuan, less than a month, soaring to 8,000 yuan.
2017年2月，阿迪达斯的新款“椰子鞋”发布，价格不到2000元，一周之内飙升至10000元。 2018年，特拉维斯·斯科特（Travis Scott）和Air Jordan合作，一双售价为1299元的运动鞋（不到一个月）飙升至8000元。
Shoes speculation has given birth to secondary market platforms such as Dewu APP, etc. These platforms charge not-low service fees and appraisal fees for every pair of shoes sold, and become a helper in the promotion of shoes speculation. According to statistics from data mining company QuestMobile, China currently has more than 10 sneaker resale platforms that are popular among the “shoes” crowd, with more than 10 million monthly active users.
Behind the popularity of sneakers conveys the attitude of young people to show their personality and identity, but whether the high-flying behavior of shoes and the resulting ecology are sustainable and healthy remains to be answered.
Escape rooms, script kills, and werewolf kills are storytelling and reasoning, and the variety show "Escape Room" has become a new way for young people to socialize and decompress.
The escape room is mainly composed of several confined spaces connected by a story. All players must unlock the password within the specified time to escape. In the process, they must cooperate with each other to find clues and unlock clues. There will be many horror links in the middle. setting.
The current escape also provides a lot of new links such as costumes and lines that conform to the storyline, and interaction with NPC (Non-player character), which enhances the player's sense of participation and immersion.
Many people like Escape Room are not only attracted by its storyline, but also enjoy the insatiable needs in reality such as the process of logical reasoning and the desire to explore. Most of the games are attended by multiple players, which require high interactivity and assistance, and also allow players to relax and relieve pressure.
Although script killing and werewolf killing are just sitting together, they also make young people unable to stop with their great fun and logic. In the late-night script killing room, everyone temporarily forgets the hustle and bustle outside the window, catching bad guys, playing logic, swordsmen or wolves in the world of the story. The characters are simple and the outcome is clear.
Compared with traditional games such as Doudizhu and Mahjong, which are purely brainpower and money-gambling, Script Killing pays more attention to the story. Each book has a rich plot and role, exquisite design, and rich and diverse story content. The upgrade of the werewolf killing brain power logic competition also gives everyone a chance to express.
Online games have become a way for contemporary young people to escape reality. The simulated business mobile game "Hundred Scenes of the South of the Yangtze River" has received high attention since its launch in July 2020.
The game puts players in the world of the ancient Jiangnan water village, incarnate as a city planner, planning the streets of the ancient city, operating entertainment and making money, in which you can not only feel the antique architecture and scenery, but also reproduce familiar ancient characters such as Tang Bohu and Wang Zhaojun. The fresh and beautiful pictures, the highly restored world and the ancient life, bring a lot of freshness and freedom to young people living in the city.
The same goes for Nintendo’s "Collection! Animal Crossing Friends Club is also a business game. Each player can create his own life, and the slogan "start a new life on an uninhabited island" is accepted by many people. In addition, this game has better social attributes, just like people are social animals in real life, and different islanders are active on this island.
任天堂的“ Collection！Animal Crossing Friends Club”也是一个商业游戏，每个人都可以创造自己的生活，并且口号“在无人岛上开始新的生活”被许多人接受。具有更好的社会属性，就像人在现实生活中是社交动物一样，在这个岛上活跃着许多岛民。
For young people who are full of longing for real life but can't do it, in this virtual world, enjoying the scenery leisurely and interacting with other islanders, many people are already enjoying it. They use games to alleviate the sense of powerlessness and anxiety in reality, put down all their masks, accompany each other and communicate sincerely with the people here.
In recent years, the game industry has brought great development. In the past few years, popular competitive games such as the glory of the king, but now many virtual business games have attracted attention. People may be tired of fighting in the game world, and start the business of virtual life, living the life they want in a space of their own.
Looking at it as a whole, in fact, every generation of young people likes to have their own youthful memories.
They yearn for independence, pursue individuality, differentiate themselves through their clothes and hobbies, and are eager to seek commonality. Only by understanding young people's choices can we achieve better interaction and communication with them. After all, a generation will get old, but some will always be younger.