B station Z100 list is out! Unveil the top 100 word-of-mouth domestic products for young people

On December 29, the list of "bilibili Z100" young people's top 100 word-of-mouth domestic products was officially announced, relying on the "Z index" of the big data platform of Station B, which truly presented the aesthetic trend and consumption preferences of Generation Z for domestic products.

85 domestic products in 8 major categories such as food, beauty, digital, travel, home, office, pet and leisure and entertainment were listed, including both large brand domestic products and cutting-edge brand products.

As a video community with 267 million monthly active users, the group of young people with an average age of 22.8 years old and more than 50% living in first- and second-tier cities on Station B are not only the main force of China's future consumption, but also the leader of new consumption trends.

According to statistics, in the past year, 189 million users watched unboxed evaluation videos on Station B, and more than 70% of users used Station B as their "selection" base. And with the rise of domestic products and cultural self-confidence, they are more identified with Chinese brands, but also more willing to take the initiative to understand, compared with last year, B station domestic goods national tide related video average monthly playback increased by 75%, the average monthly submission volume increased by 82%.

Compared with the "ChinaZ Top 100 Products Created for Chinese Young People" released last year, the "bilibili Z 100" Top 100 Word-of-Mouth Domestic Goods List is based on the big data of the B station big data platform "Z Index", which integrates the dimensions of content popularity, user interaction, bullet screen positive and negative comments, etc., and selects the annual hundred national goods that are closely related to their lives with the real reputation of young people. Brands can use it as a basis for consumer insights and product development, and consumers can also use it as a reference for consumer decisions in their daily lives.

Under the trend of "intelligent" consumption, cutting-edge categories are popular

Specifically: more than half of the listed products show a prominent "advanced" and "intelligent" consumption trend.

For example, in the list of home daily use, Super 8 has become a cutting-edge intelligent product and has more advanced functions, including: cloud whale sweeping robot, Fangtai sink dishwasher, Xiaomi washing and drying machine and other integrated "lazy must-have" home artifacts are deeply loved. This is also in line with the data trend, in the past year, the average monthly playback of videos related to the new home appliance category of Station B increased by more than 116% year-on-year, and the average monthly playback of videos related to "lazy artifacts" increased by nearly 1 times year-on-year.

DJI, Huawei, Xiaomi dominate the digital 3C category. Products such as Mavic 3 drone, Xiaomi 11 and other products have won the word-of-mouth recommendation of Chinese and even global consumers with the ultimate product strength + cost performance. Station B users give a barrage evaluation such as "hanging the world, while hanging themselves".

In the field of travel, Xiaopeng P7, Lynk & Co 03+ Cyan and BYD Han EV were shortlisted, which shows that intelligence and new energy have become the focus of young people's attention. In addition, light travel products such as Giant road bicycles and No. 9 electric skateboards are also popular.

Advanced and intelligent product design also appears in other categories, such as the higher-priced but hands-free pet automatic feeder, Ulike home hair removal device, and the fire-holding smart guitar with its own touch screen and effects.

"Health" has blossomed in diversity, and outdoor consumption has been significantly upgraded

In addition, the list also shows that this year's young people pursue a healthy and happy way of working

In the food and beverage list, products including Yuanqi Forest sugar-free sparkling water, mint 21-day meal replacement, and Gopher's Ode to Black Qiao hit the health demands of young people.

Among the office daily necessities, including Xihao ergonomic chair, Lege lifting table, SKG neck massager and other office supplies on the list, it can be seen that the Z generation's demand for balanced work and health far exceeds that of previous young people. The data also shows that in the past year, the videos related to the happiness and good things of Station B have been played more than 1.45 billion times.

Compared with last year's list, outdoor products such as Mugaodi camping tents and ANTA professional shoes and cute pet products such as cat bags and cat litter were shortlisted, showing new opportunities for outdoor sports and interest consumption after the epidemic, and including blind boxes, skateboards, musical instruments, board games, etc. have become popular products.

The data also shows that the average monthly playback of outdoor and extreme sports-related videos increased by 82% year-on-year, the average monthly interaction increased by 51% year-on-year, and the average monthly playback of outdoor related videos increased by 50% year-on-year. The average monthly playback of hand-made model play related videos in Station B increased by 5 times year-on-year.

Of course, young people's enthusiasm for high value and design sense is still only increasing. In the past year, in the beauty video of Station B, the average monthly playback volume of good looks has doubled year-on-year. In the beauty personal care list, products such as orange bubble mart lip mud and flower know-off relief blush are out of the circle; sub-categories such as bitter perfume and foot soaking essential oil balls also show considerable development space for domestic beauty.

Attached list:

(Zhongxin Jingwei APP)