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Re-examining the value and ability of the "post-00s" has become a trend in the current enterprises and even society.
Written by Zou Shan
Editing/Warm Week
A younger generation is stepping onto the stage of society.
If you have paid attention to the billboards in elevator halls or bus stops, or the relevant data of the job market, or the sales direction of major new consumer brands or e-commerce platforms, it is not difficult to find that the "post-00s" seem to be more active than we think in the public eye.
From the Olympic champion who stands on the podium and shows the national self-confidence, to the brand spokesperson who faces the camera and represents the "young" and the new trend, to the new generation of graduates who are no longer superstitious about Internet manufacturers and are not willing to be "tool people"... Before the "post-95s" were aware, this group of Internet natives poured into society with younger faces.
At the same time, companies, brands, and society as a whole are re-examining this new force, whether it is through their restructuring of the corporate ecosystem or doing their best to compete for the growing spending power in their hands, change is quietly happening.
Multi-brand push the first "post-00s" spokesperson, the younger era is coming?
Starting in 2021, the name Gu Ailing, along with her infectious smile, was suddenly known.
Born in 2003, after officially representing the Chinese team in various events in 2019, the girl won medals in international skiing events with a high frequency in the past year at a speed unimaginable to ordinary people - in January, she won the gold medal in the slope obstacle course and U-shaped field for the first time in the World Extreme Games, and won the bronze on the big jumping platform; then at the Freestyle Ski World Championships in March, she took the injury to the battle, "reproducing" the record of two gold and one bronze in the World Extreme Games On December 31, in the FIS Freestyle Ski U-Shaped World Cup, Gu Ailing won the championship.
According to the "Daily People" report, it was in this competition at the end of December that Gu Ailing created a history of women's players completing a front flip of two weeks and a four-week turn in a freestyle ski competition, and this set of ultra-difficult moves, she learned to use only three weeks.
In the reports of major media, Gu Ailing's almost perfect image of learning, hard work, love, persistence and youth is exactly the public's expectation of the new generation, and it seems to have become the keyword of the "post-00s" who are gradually moving towards the stage of life. Eyes began to project over the masses, corporates and brands.
Gu Ailing
On January 4, 2022, on the eve of the Beijing Winter Olympics, JD Retail officially announced the signing of Gu Ailing as the brand spokesperson. Earlier, Gu Ailing's endorsements have included more than ten international first-line brands such as Cadillac, LV, IWC and so on, as well as a number of Chinese brands such as ANTA, China Mobile, and Luckin Coffee.
This is an era of love, because of love, people create more wonderful, have more possibilities. Gu Ailing can achieve today's results, stemming from wrestling and fighting in the snow again and again. And Jingdong's focus is on Gu Ailing's fit with the tone of her brand, "All her honors today are harvested through continuous efforts, dedication and persistence." Always adhering to the word value, maintaining the original intention, and continuously enhancing its strength are also the beliefs that Jingdong Retail has been adhering to. Whether it is her healthy and positive image and good social reputation, or her pursuit and love for her career, it has a high degree of compatibility with Jingdong Retail. ”
At the same time, Jingdong Retail's choice of Gu Ailing as the brand spokesperson also reflects the in-depth layout and continuous efforts of Jingdong Retail in the field of sports. Relying on the professionalism of Jingdong Sports, Jingdong has always been committed to promoting the development of national sports, and has made in-depth layouts in different areas online and offline, and strives to create a professional sports service ecology. And relying on the advantages of new entity enterprises, integrating supply chains and high-tech resources, we will make every effort to promote the take-off of the sports real economy.
Luckin is trying to compete for young consumers with the young image of Gu Ailing, and its co-founder and CGO Yang Fei said: "The healthy and fashionable personal style of Gu Ailing, who is only 18 years old, is very compatible with the young consumer group of Luckin Coffee. ”
In fact, the choice of younger generations of spokespersons is becoming a trend for major brands and platforms.
Statistics show that among the spokespersons of new domestic consumer brands, Ouyang Nana, Chen Feiyu and other "post-00s" performing arts stars have been promoted to the second echelon, of which Yi Qianxi has become the first "post-00s" spokesperson of Tiffany & Co. The 2021 Tokyo Olympic Games made the "post-00s" Olympic athletes popular with the public, and also made the latter a new choice for brand spokespersons in 2021, in addition to Gu Ailing, Yang Qian, a Chinese shooter who was enthusiastic on the podium, also became the spokesperson of Xiaomi Civi in September of that year.
It is when younger images appear in front of the camera and on the screen that people begin to realize that the "post-00s" have grown up and have stood on their own stages.
The image of "Gu Ailing" represents not only the changes on the sports field, but also a microcosm of the change of the times - the first batch of "post-00s" will collide more fiercely with the world, whether it is the different workplace views or consumption views they present, or will let the outside world re-examine their strength and compete for their attention.
"Post-00s" no longer believe in the myth of the big factory, but also want to taste the "new"
Sitting in front of the desk facing the floor-to-ceiling window, watching the lights in the back factory village dim a little, and the time point on the computer desktop came to "00:00", Xiao Ying sighed, took out her mobile phone and sent a circle of friends, "It is another day to do tool people in the big factory."
Three years ago, Xiao Ying graduated from one of the key high schools of shanghai's "Eight King Kongs" and was admitted to a double-first-class university in Beijing, which seemed to be smooth sailing, and the end of the road was originally either a big factory, or a graduate school or abroad. In July 2021, Xiao Ying, born in 2000, entered the marketing department of a major Internet factory in Beijing for an internship. In just three months, Xiao Ying completely dismissed the idea of joining a large factory after graduation.
At present, Xiao Ying has a new choice - to open an MCN company with her college classmates. "When we were in college, a lot of my classmates tried to do live broadcasting, which was very interesting. In our eyes, this is not a new industry that is unfamiliar. Xiao Ying and her college classmates hit it off, "Instead of working overtime every day as a tool person in a big factory, it is better to create something yourself." ”
According to data from the Ministry of Education, the number of college graduates in 2022 is expected to be 10.76 million, an increase of 1.67 million year-on-year, of which there are the earliest batch of "post-00s" including Xiao Ying.
Interface Workplace once wrote, "These ten million new workplaces were born in a completely different environment from other generations: they have a more favorable material life, the growth process is accompanied by the rapid development of the mobile Internet, and the thinking mode, value orientation, and workplace concept have shown distinctive characteristics." ”
It is worth noting that just as Xiao Ying began to reject the "inner volume" and "996" work ecology of the big factory, although the Internet factory is still the main choice for young people to find employment, the aura of the big factory is gradually fading in the eyes of the "post-00s".
According to the report data released by the Quark APP in April 2021, from January to April 2021, the search volume of job-related content increased by nearly 50%, of which the post-90s were the most enthusiastic about job-hopping, and the "post-00s" were more concerned about various new occupations.
Image source: Quark
Since 2019, 56 emerging occupations have been officially identified. From live salesmen, sorting and storage engineers, to doll doctors, dream painters, succulent fosters, game face pinchers, cloud makers, cat food tasters, more and more emerging professions have entered the public's field of vision with the growth of "post-00s".
In addition, the "post-00s" yearning for first-tier cities is also decreasing, and unlike the past when young people collectively flocked to the north, Shanghai, Guangzhou, and Shenzhen, the "post-00s" began to focus on new first-tier cities such as Hangzhou, Chengdu, and Changsha. BOSS Direct Recruitment pointed out that more than 60% of the school recruitment positions for fresh graduates in the spring of 2021 come from first-tier and new first-tier cities.
And these changes are obviously also pushing back the changes of Internet manufacturers, trying to compete for the attention of the "post-00s" elite with a younger ecology.
Taking JD.com as an example, JD.com opens 150 kinds of positions for college graduates in 2022, covering Beijing, Shenzhen, Shanghai, Chengdu, Suzhou, Wuhan, Guangzhou, Hangzhou, Nanjing, Zhengzhou, Nanning, Xiamen, Tianjin and other workplaces in the employment area, opening up more workplace locations for college graduates, showing respect and openness to talents.
In addition, in the past two years, Jingdong has also launched a more diversified, Internet style, Jingdong characteristics of the welfare policy, "the current fresh graduates in terms of ability, work preferences and career to them, etc., with the changes of the times." They pay more attention to work flexibility, focus on communication and feedback, pay attention to work-life balance, and like to be diverse. Therefore, in addition to generous salaries and benefits, providing more personal development and promotion opportunities, fully giving employees the space for independent development, and creating a relaxed environment atmosphere can become a good reason to retain graduates, which can make them burst out with greater motivation. JD.com said.
Compete for the "post-00s" and compete for new business opportunities
"Post-00s" Olympic champion Yang Qian likes nail art and fashion cards, and 17-year-old swimming athlete Zhang Jiaqi is a "baby circle" person... These small details, which have caused heated discussion at the 2021 Tokyo Olympic Games, also present the consumption concept of the "post-00s" more intuitively.
"It's very happy to see That Zhang Jiaqi and I like dolls from the same brand." 18-year-old Chao Xinyi began to "raise a baby" from the age of 16, in two years, she has spent nearly 10,000 yuan to buy dolls and baby clothes, change makeup, etc., "Now there is no job, so what is spent is the annual pressure money." ”
The doll that Olympic teenager Zhang Jiaqi wants
Chao Xinyi understands that this is a hobby that costs a lot of money to maintain, so she made up her mind, "After graduating from college, I have to find a job that pays at least enough for me to raise a baby, and my money will be spent where I like it." ”
With the "post-00s" showing different energies in the job market, their spending power after entering the society will gradually increase. And this means that they will reconstruct not only the job market, but also the consumer market.
These Internet natives often have a sharper perception of "hot models", "hot spots" insights, and are more willing to pay for new things and brand stories. Therefore, on the one hand, enterprises need such talents more, and on the other hand, they also need to start competing for this new and gradually increasing consumer group.
Especially for some of the old Internet manufacturers, change has become inevitable.
According to a previous report by Tiger Sniff, Xu Lei, president of Jingdong Group, is very concerned about the consumption habits and trends of Generation Z and "post-00s". He will not only go to the community that young people like to "lurk", but also take the initiative to experience some products of Generation Z and "post-00s". At a communication meeting, when everyone began to discuss whether today's young people are willing to stay up late to place orders, Xu Lei said in front of everyone, "Now young people are preaching that it is a blessing not to stay up late, Buddhist teenagers, and not to stay up late." ”
Correspondingly, JD.com is constantly adjusting the layout of APP pages, and some of these changes are to adapt to the usage habits of young consumers. For example, on the home page of this year's latest Jingdong APP, the "new product" channel has been listed separately, and in the recommended "channel", Jingdong has added short videos, "tribes" and other functions that young people like. Taking "tribe" as an example, the entire design style is full of two-dimensional tonality, and on the content side, it highlights the circle social sense that Generation Z and "post-00s" like.
In terms of categories, typical Z generation categories such as pets, fitness, beauty, and tide play will increase significantly on the Jingdong platform in 2021.
"Jingdong will not only contact relevant brands more frequently to settle in, but also take the initiative to support a number of new products in related categories." Pets are a typical category. In 2020, JD.com set up a special team to investigate the pet market for young people, and based on this, it improved the selection and platform service functions. Jingdong told Zinc Scale that an important reason behind this is that in a "Z generation online shopping consumption report" released by Jingdong, the proportion of "post-95" and "post-00" pet consumption ranks first in the whole network.
As a result, more and more platforms and brands, as mentioned above, have begun to more actively choose "post-00" spokespersons.
Obviously, the consumption habits of the "post-00s" are giving birth to greater and more diversified business opportunities, and re-examining the value and ability of the "post-00s" has become the trend of the current enterprises and even society. This new generation will bring about changes, or far faster and more than we think...
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