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8000 words deep long text, taking you into a different consumer world after 95.
Whether willing or not, contemporary young people have been pushed to the “altar” of the business world.
The strong spotlight hits them all the time, and their actions affect the nerves of businesses. In the consumer world, this group of people have a fresh appetite, rapidly changing needs, and open money bags.
On the concept of consumption, young people are always labeled and over interpreted. This time, we want to hear what they say about spending money.
To this end, we talked with 20 post-95 young people and found that they have strange consumption “addiction”. They are good at self analysis and can deeply understand the desire behind their consumption behavior. They are sober decision makers and players who travel around the world.
For them, experience is more important than material. The sense of “once owned” experience is more exciting than the permanent ownership of goods. They love themselves most, but they are also willing to spend money for others, whether they are family, friends or pets. The reason is very direct, because they can spend a penny to enjoy two pleasures: the happiness of spending their own money and the happiness of receiving gifts from others.
They are sometimes generous and sometimes stingy. They have realized the existence of “psychological account”, but they will connive at their irrationality. They have no obsession with big brand consumer goods, but they have eyes for a variety of new consumer brands.
They are very wary of the “consumerism” script. It is difficult to brainwash them with advertising words such as “there must be a bag to support the scene” and “the neck is a woman’s second face”. They are the generation of high money merchants, know the different meaning of saving and consumption, and pay equal attention to themselves now and themselves in the future.
The post-95 is perhaps the most complex, diverse and intelligent group of consumers faced by the brand. Their personality is more independent and firm, and they maintain a natural resistance to routine marketing. If they want to capture the post-95 heart, it is difficult for marketers to be lazy and complacent, but they must face their work with a more sincere, frank and diligent attitude.
Next, let’s straighten the seat back, retract the foot pedal and dive into the real and interesting consumer psychological world after 95.
Chinese massage, supermarket shopping, wool collection
Those strange addictions after 95
In this in-depth interview, we found that the addictive consumption habits of post-95s are not as fancy as expected, and “following the trend” rarely happens to them. Their consumption preferences are extremely diverse and private, and “popularity” itself is not enough to impress them.
In the American drama “sex and the city”, the four heroines once discussed their “SSB”, that is, secret single behavior (the habit of privacy and solitude), such as “like to stack soda biscuits in a pile, apply grape jam, stand in the kitchen and eat while reading fashion magazines”, “Xi Huan applies Vaseline on her hand, and then wears maintenance gloves to watch shopping advertisements”.
In the post-95 generation, we also found similar preferences. They consume according to their unique and small needs, whether they come from the material or spiritual level. They are easily addicted to a certain consumption behavior and get a cure and joy in the less comfortable real world.
At first glance, the most addictive consumption habit of the 26 year old girl “biscuit” will make people think that she is not after 95, but after 65. “Biscuit” has been drifting North for five years. She has a consumption habit of traditional Chinese medicine massage, which has been maintained for five years. It is arranged almost once a week. The massage master has talked with her about her hometown and health, and has been familiar with introducing her to people.
When it comes to why she is addicted to massage, “biscuit” thinks that it is simply because the society has never stopped beating her. At the time of internship, she can still sleep without taking off her makeup. She wakes up and is a hero. After she really stepped into the workplace, she feels that there is always a string in her head, which can be eliminated only by relying on the ancient Oriental power of massage.
While some young people use the “external force” of the physical world to heal themselves, others are alleviating their anxiety through some low-cost “competitive” consumption.
“Nanzi” is a 21-year-old college student majoring in polymer materials. Recently, she is keen to buy goods with a customer unit price of no more than 10 yuan on the e-commerce platform, and buy enough for one year at a time. “Nanzi” said: “grabbing cheaper things at a lower price has not only defeated others, but also challenged her own feeling, resulting in a sense of achievement of playing strange and upgrading.” For her, shopping is more like a competitive game, which is both enjoyable and decompression.
Zhang Xiaojing, a 27 year old Internet operator who lives in Hangzhou, is a straight man. His most addictive consumption behavior is hoarding soda.
Because it’s very late after work every day and the weather is muggy, whenever you open the refrigerator and see rows of neat soda, it seems that bubbles turn into vitality and get into his blood. For him, the happiest moment every day is to open the refrigerator door, pick up a bottle of soda “ton ton ton ton” and drink it, so that the high sugar drinks can inject a little sweetness into his day.
The 25-year-old Cancer boy “Bai Bai” lives in Changsha. His most addictive consumption habit is to visit the vegetable market to buy steak. He enjoyed the process of curing and frying steak, and he was satisfied with the result – high protein food can make it easier for him to walk on the road of muscle growth.
For the post-95 generation, a lot of consumption revolves around self pleasing in the scene of being alone. Consumption is a way for them to gain a sense of control over their life.
Some young people are keen to decorate their home environment and make their home full of green plants and coffee aroma, because creating a living environment according to their will will will make them feel a sense of control and security over life. Some young people are keen to rent badminton courts because their working days are too busy and they need to exercise and socialize on weekends to avoid becoming an “isolated island”. Some young people are keen on script killing and offline talk shows because immersive experience can temporarily “isolate” them from the real world; Some young people are keen to buy yoga clothes and think that some brands of yoga clothes are like a “body language” to convey “look, I’m a yogaer” to the people around me.
Those strange consumer behaviors after 95
Unlimited repurchase, love “expensive replacement” and stingy
In the interview, some post-90s admitted that they had some strange consumption behavior.
Do you think the kind of middle-aged man who hangs the same shirt in black, white and gray in the wardrobe is an unsmiling middle-aged man? That’s not necessarily because the post-90s will really “buy back indefinitely” for their favorite goods.
As like as two peas, 26, love to buy a dress, so they love to buy two times the same dress, like shoes, wear out, and continue to buy a pair of the same to continue to wear.
The 23-year-old weiminger said that once his favorite Lipstick Brand goes online, even if he already has a similar color, he will not hesitate to buy it again. Many times, these lipsticks are piled up at home and have not been used.
Cecile, a 26 year old manager of a market consulting company, will buy back his favorite products indefinitely and is reluctant to try other brands and single products.
In addition, the economic existence of “psychological account” has been vaguely perceived by the post-95 generation. “Lea”, a 27 year old game industry practitioner, said that he would shop around for cheap goods and even use rebate software, but he didn’t care how much discount he could give for expensive goods. The 22-year-old Haihai said he would “feel that unknown brands of 500 yuan are very expensive, but big brands of 1000 yuan are very cheap”. “Weiming” can accept spending hundreds of yuan to buy a lipstick, but the seller will charge 9 yuan for express delivery. She mocks herself that “she picked up sesame and lost watermelon”.
“Mental accounting” is a theory put forward by Richard Seiler, the 2017 Nobel Laureate in economics. It means that consumers will put different money into virtual “accounts” in their own cognition. In psychological accounts, people can’t treat every dollar equally. People tend to take different attitudes towards money from different sources and uses.
For example, people will put their hard-earned wages and windfall profits into different psychological accounts: if it is their hard-earned 100000 yuan, most people will choose to save it in the bank, but if it is 100000 won by gambling on horses, people will be more likely to spend it wantonly. Due to the existence of “psychological account”, people often violate some simple economic algorithms when making decisions, and the post-95 group is no exception.
Many people are not unfamiliar with the word “pingti”. It refers to “affordable substitutes”. Some commodities can replace expensive commodities with similar functions. For example, some people especially like the color number of a 500 yuan lipstick and find a lipstick with a similar color number of 50 yuan. The latter is the “pingti” of the former.
However, in the post-95 era, the abnormal phenomenon of looking for “expensive replacement” is happening. For some commonly used items, the post-90s will choose the latter more often in the face of affordable products and more expensive products. This choice is not because they pursue famous brands. “Haihai” mentioned that for her, “expensive” products can bring better use experience, more durable products and feel safer psychologically.
On the one hand, we are looking for “expensive replacement”, on the other hand, we are keen to be a “stingy child”. The consumption view of contemporary young people is so contradictory.
The word “stingy” comes from Douban community. Hundreds of thousands of money saving troops active in Douban groups such as “stingy women’s Federation” and “stingy men’s Federation” affectionately call themselves “stingy”. They enthusiastically share and exchange their money saving experience in the group: how to use a drop of toothpaste, how to obtain cosmetic samples for free How to collect the wool on the e-commerce platform… Although the “button” people laugh at themselves that “poverty” is the driving force of being stingy, most of the time young people enjoy saving money.
The 22-year-old student party “Winnie” said that she would look at grams when buying toothpaste in the supermarket, but she thought that fighting wits and bravery with chicken thieves to save real gold and silver flowers for herself could make her feel happy even if she changed her pet cat for a bag of imported cat food.
The post-95 era of Consumerism
The significance of skin care products is that they look younger than their peers in 20 years.
Money is just another way to accompany you.
The workplace is so hard. Buy an expensive coat to reward yourself.
The house is rented, life is not.
Wearing this dress and walking with your best friend is like raising dinosaurs.
Bags depend on the “utilization rate”. A bag of 10000 yuan will last for 3 years. It only costs 5 yuan a day.
I believe many people are familiar with the above “consumerism” scripts. They are very confusing and provocative, and they will get people in if they don’t pay attention. However, for many post-90s, they are interested in these “consumerism” disguised as “life truth” and “master of mathematics” Their scripts are resistant, essentially because they feel that they don’t need others to guide their lives.
Matisse, a 25-year-old student in the editing and Directing Department, is very disgusted with a well-known male goods blogger. She thinks his live speech is good at creating anxiety and even advocating “female competition”. Matisse believes that it is similar to “painting it makes men want to stop and girls jealous” “It feels like your mouth is fruit, and men want to bite.” such live speech adds too much illusory value to lipstick, which makes people easy to fall into the situation of comparison and uncontrolled.
“Matisse” said that the first starting point for her and her sisters to buy goods is always to improve their quality of life, not to pursue the surface brilliance, let alone to please others.
“Biscuit” thinks that her consumption desire is relatively low. She is not sensitive to such words as “double 11 discount Olympiad”, “neck is a woman’s second face” and “there must be a bag to support the scene”. She is not addicted to “exquisite poverty”, which is the biggest stubbornness of a social animal.
Some post-95s even see through that “collecting wool” is actually another disguise of consumerism.
“Weiming” said that “picking up wool” is not beating up consumerism. Instead, people who collect wool will be deeply bound by consumerism. In the process of competing and grabbing orders, they need to spend a lot of time and energy to find information and try again and again. What they buy may not be what they need. They often “buy for buying” Therefore, she has always hacked a spelling software.
The 26 year old “future nutritionist with bad stomach” is an Internet operator living in Beijing. He said that marketing likes to bind goods to a better life or feelings, or sell anxiety, resulting in users’ consumption points not from their own needs, but from the pressure of people around them.
He was very disgusted with the rhetoric of consumerism and said bluntly that “if consumption can’t start from his own actual needs, what’s the difference between it and kidnapping”.
“Lea” said that when she was consuming, she would think about whether the price of this commodity matched the value in advance. If she thought it was not worth it, she would not buy it. However, in addition to the manufacturing cost, she would also consider the brand value. Therefore, sometimes she would pay for her vanity.
“Xinxinran”, a 22-year-old graduate student of the school of finance, believes that for ordinary wage earners or the student party, “consumerism” is more like a brush to whitewash peace. Buying a cup of milk tea that costs 5 yuan but sells 30 yuan and following the so-called “delicacy” can at least create a “beautiful life” for yourself From the individual level, life needs this little bourgeois self sublimation (which can also be understood as the reason why female college students occasionally exchange “IQ tax” for happiness).
Changyou players: stingy on material goods
More willing to pay for “experience”
In this interview, we found that the consumption views of the post-95 generation are diverse and even contradictory.
They are very rational, good at but will connive at their addiction to a certain consumption habit; they do not taboo their stinginess, but they are extremely generous in some consumption items. To sum up, for post-95 generation, experience is more important than material, and the sense of “once owned” experience is more exciting than the permanent ownership of goods.
“Cecile” said she was “stingy” about flashy consumption and excessive premium consumption For example, the premium of big brand make-up is high, and too fashionable clothes are easy to be out of date, and they will be pressed at the bottom of the box once worn. For electronic products and furniture products, the accountant will pay for each price, but he will never be stingy for the consumption of daily life and workplace promotion. In addition, he is willing to spend money on experience consumption, such as tourism.
“Bai Bai” said that he was generous in “eating” (Engel’s coefficient was high) and would be very stingy in luxury consumption.
“Cookies” I’m stingy about electronic consumption: computers can check data and type, mobile phones can chase dramas and read novels, game consoles don’t exist, watches don’t exist, and televisions don’t. But I bought a projector because I want to watch movies while reading novels. The consumption level of make-up and clothes is also very general. I basically make up the goods once every six months to make myself look fresh. But She will be relatively indulgent in the consumption of travel, diet, knowledge payment and home.
The reason for traveling is to enjoy the feeling on the road. For example, it is very healing to run the road for 8 hours and pass through the desert snow mountain cattle and sheep village.
It’s also very simple to spend money for “eating”. For example, a bag of red oil noodles costs 2 yuan and a box costs 4 yuan. But because you don’t want to wash the dishes and boil water, you can only buy 4 yuan. Buy another 2 yuan mineral water and sting it in the microwave. The cost changes from 3 yuan to 6 yuan – you want to eat and are lazy, and you’re willing to spend more money.
Knowledge payment generally refers to paying for content in a broad sense. Major video websites and reading software have left the footprints of “biscuits” squandering. She will be confused at the moment she sees the bill every month, comforting herself that she will be immersed in the online world and relax more thoroughly.
The 23-year-old “ChunZi” is a food blogger on a platform. For him, “eating” accounts for a large proportion of expenditure. Every month, he will “punch in” a new restaurant in the city, with family, friends or colleagues.
In ChunZi’s opinion, if you just sleep at home for a day on a Saturday, you won’t remember this Saturday in the future. It doesn’t exist in disguise because of lack of memory. However, if you go to a super delicious (or super terrible) restaurant with your friends this Saturday, you can remember this Saturday many years later, This may be the legendary “sense of ritual”. The “sense of ritual” is like a colorant of life. It can distinguish some days from other gray days, turn them into people’s precious memories, and spend money for the beautiful moments in life. It is meaningful.
The post-90s who love themselves most also love to spend money for others
Because you can “spend one money and enjoy two happiness”
For the matter of “spending money for others”, the post-95 did not hide the fact that “spending money for who, in the final analysis, is to please themselves”.
“Bai Bai” said that he prefers to spend money for others, because he can get two happiness by spending one money – the happiness of shopping and the happiness of receiving gifts. The 26 year old student party “Sun Xiaojing” also has the same psychology. She likes the happiness when others receive gifts and the happiness of shopping in the process of selecting gifts.
“Weiming” said that the money was mainly spent on herself. Sometimes she would buy gifts for her mother or friends. When she saw that a commodity was really cheap but she didn’t need it, she would buy it and give it to others. “Cecile” spends money for herself, but is willing to spend money for family and friends because she wants to make each other feel cared for and taken care of.
“Matisse” said that he likes to send some practical and frequently used goods to his family and friends, because such goods can make him miss his family and friends frequently, and the connection between people will become deeper. “For example, if you give your family a box of moon cakes, they will be gone after eating, but if you give them a constant temperature kettle that can be used for many years, many times when they use this thing, they will remember that this is my gift. The gift is actually a reminder to remind the other party to remember you.”
The 22-year-old “chubby” likes to spend money for her pet cat. She calls it “raising yourself poor and raising cats rich”. Imported cat food is already standard. She will not miss all kinds of cat toys, cat climbing racks, cat houses, cat water dispensers and cat toilets that have won the “red dot Award”. Unknowingly, cat products have filled every corner of the home.
The post-90s are self and frank about how to spend their money. They love themselves most and are willing to spend money for others, whether for family, friends or pets. Spending money for others is also a way for them to please themselves. On this point, they are not stingy.
Plant tattoo paste, temporary food supermarket, machine nuclear shop
Those new consumer brands loved by the post-95
On this issue, we have seen the bizarre side of post-95 consumption behavior.
“Lea” likes the “hot Maxx” food supermarket most, because it can get the happiness of “cheap big bowl”. This supermarket sells goods that are about to reach the consumption deadline at a very low price. Since “lea” found this supermarket, it will buy a lot of snacks and drinks after work every Friday, doubling the happiness of home life.
”Bo Bo “recently fell in love with a brand of plant tattoo stickers. His tattoo stickers are very trendy and effective.” Bo Bo “said he doesn’t want to have a tattoo, but occasionally he thinks it’s cool to have a tattoo on his body, which can express his personality and emotion – tattoo stickers have become a” high fault tolerance “solution.
The machine core shop is a favorite brand of “cold Loulan Zhang Xiaojing”. He said that the machine core shop started as a game podcast, so there will be many game stems in consumer goods. In addition, the quality of goods is also very good, which will make game lovers “top”.
”Weiming “said she liked the group class of the sports fitness brand” super orangutan “, because she could buy it in a single session without using a card, which made her not fall into the embarrassing situation of using a fitness card but not consuming it in the end.” xinxinran “said she liked a brand of bubble water because it” looks like it’s not fat to drink “and can be used to satisfy her hunger occasionally.
“Cecile” said that he recently particularly liked some domestic clean beauty. Clean beauty refers to natural, clean, organic beauty and skin care products without sensitizing ingredients, because their product appearance and use experience are good. These brands also support the cause of environmental protection and sustainability. She will have a good impression of brands with a sense of social responsibility and environmental awareness.
For the post-95 generation, they are not likely to use public awareness to measure the real value of a brand. For the brands that can be loved by them, there must be a bright spot that can accurately hit their needs. These bright spots look very small or even “unrealistic”, but they can firmly surround the post-95 generation’s heart.
The generation of high money merchants
Pay attention to yourself now and yourself in the future
“Cookie” revealed that she has a long-term “bill”, recording annual income, monthly category budget and actual expenses, etc. She has a relatively clear savings goal and controls the completion of the goal at 80% or more as far as possible.
In her opinion, saving is to spend more confidently. “Spending money” is more important than “spending money indiscriminately”.
In the view of “cold Loulan Zhang Xiaojing”, saving is also to complete greater consumption, such as saving money to buy cars and houses, saving money to travel and see a bigger world.
“Future nutritionist with bad stomach” In terms of some expensive necessities, he will choose to consume ahead of time, even if the savings are not enough. However, in most cases, he agrees to consume on the premise that the savings are enough to support unemployment for a period of time. Combined with his own life experience, he will be more conservative and the overall consumption is lower than the savings. He believes that at present, the cost of living is getting higher and higher and the working environment is getting worse When the environment is unstable, consumption needs to be rational and savings need to be sufficient.
“Cecile” said that saving is very important for her, because saving is the basis for her planning for the next 3-5 years. However, she will not forcibly reduce her quality of life and consumption in order to save. She believes that excessive suppression of consumption is not a virtuous circle and may lead to “retaliatory consumption” Therefore, she usually sets a reasonable consumption range according to the goal of saving.
“Bai Bai” believes that both consumption and saving can be regarded as investment in a broad sense: one is to invest in yourself and the other is to invest in return. When the return on saving is higher than that on investing in yourself, saving is a good choice. If investment and consumption can bring greater returns, it will be more appropriate to use money for consumption.
In the eyes of “Sun Xiaojing”, consumption can bring happiness to people – the happiness of dismantling express is unparalleled. But saving also brings the happiness of saving – it is another kind of happiness to see the number on the card increase gradually.
She believes that spending time and money on things that are more valuable and meaningful in the long run is also another form of investment and savings. Therefore, consumption and savings are not completely opposite. Finding suitable values and lifestyles and increasing self-control can also make life more colorful.
In this interview, we see that the generation of “high money merchants” after 95 has a flexible consumption concept, which will restrict daily expenses because of future planning, but will not damage current happiness because of excessive restraint. “Extravagance” It is not a good word in their eyes. They pay more attention to consumption from their own needs, whether they come from the present or the future.
In the book “14 lectures on consumer psychology” by Harry D. Kaisen, it is mentioned that “when discussing consumer psychology, we can use an analogy, that is, the psychological process of consumers is like a gurgling brook, which is composed of cognition, perception, feeling, will and action“
In this post-95 interview, we found that the post-95 consumer awareness is much richer, more complex and more changeable than a stream. The 20 post-95 may be just a “small drop” in this huge crowd, but they can also reflect the characteristics of the “sea”, which is the significance of this article.
*The article is illustrated by Kim hyeon Ju, a Korean illustrator
Author: UMA Xiaoman; source: Wuma Xiaoman, reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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