If there is an experiment in tomorrow's life that dumps out the daily extracts of today's young people, there is a high probability that these things will fall out of his body:
A cup of tea at 2 p.m.
A bottle of Yuanqi Forest Sparkling Water.
A bowl of snail powder from plums.
A box of quick-hot self-serving pots.
A bubble mart novice to do.
A light banana underwear.
A perfect diary lipstick.
A super orangutan fitness class.
They are called: new consumption.
In 2021, more than 10 billion new consumption unicorns have emerged, and phenomenon-level wave curves have become popular, which is only more crazy than in previous years. They are like flood beasts, and they are like waves crashing off cliffs.
Cheers, questions, singing, ups and downs fill the cracks of life in 2021.
However, in fact, most people will not care much about what is new consumption.
We are more concerned about how much money we spend, what we get, how to eat, wear, use, and play.
In the midst of these rapidly changing new experiences, some new lifestyles are quietly and invisibly changing.
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The entity will die.
Before the Internet became our daily routine, some people already had this foreshadowing of the future.
Indeed, digital consumption is on the rise. Especially when in 2019, the epidemic came unexpectedly, killing the real economy by surprise.
It just so happens that this has also become an opportunity for new consumption to gallop.
Online traffic quickly became a blue ocean. In the financing cases in the first half of 2020, online and digital are standard, and many new consumer brands are positioned as online brands from the beginning.
Home-based living consumption is the initial excitement.
Last year, the fast food pre-made dish "Zi Hi Pot" and "Mo Xiaoxian" have become popular, and this year's Double Eleven, "Mai Zi Ma", which focuses on semi-finished dishes, has become the first place in the Taobao fast food category.
Even watching documentaries in bed cannot escape the invasion of new consumption.
Even if you have not seen Li Ziqi's video and heard the topic of Li Ziqi, you may still be addicted to the snail powder sold by Li Ziqi under the ears of your friends.
However, the most unexpected thing may be that the single order of milk tea has become a new living habit for people in the workplace.
Spend a dozen yuan to buy a video site membership, we have to hesitate for a long time, but spend dozens of yuan to buy a cup of hi tea and Nai Xue, it is simply no hesitation.
A few years ago, no one thought that cheese, tea, and fruits could be combined, and no one thought that the formula of milk tea even reached out to durian, hawthorn, orange, yellow peel, coriander, celery, oil spicy seeds...
Image credit: HeyTea / Photographer Shum Wai Kang
After the tea is drunk, the coffee is not spared. Every time I try something new, I seize the opportunity of a topic, and perhaps, there is also a favor of the circle of friends.
We are also accustomed to the fact that every time we go out to eat and drink, we must rely on the app to make an order decision, and the offline store is particularly fashionable, and perhaps the biggest purpose is to spread online.
As "Wen Heyou" is most widely spread, it is not their lobster flavor, but their long queues.
Some people may say that the digital consumption of the Internet has not been there for a long time?
But in fact, for the consumer goods industry, offline channel drive has always been the main force, and now, from the old generation to the previous generation to the next generation, almost everyone will shop online.
The dtC (direct consumer) model, a new business form in new consumption, has also caught fire in such a situation.
Saying goodbye to wholesalers and middlemen, brands began to talk, communicate and interact directly with consumers online. How popular the perfect diary, known as the "light of domestic goods", is more or less inseparable from DTC.
This is a full popularization of digital consumption roaming.
Of course, the ever-changing nature of the world, online brands will eventually have to withstand the test of growth in the original logic of the physical industry.
But we also have more tools, ways, and channels to enter the wilder digital life of the future.
Image credit: Lululemon
Not necessarily the best, and the rejection is bad, and now, we like it a little better.
Better ism can be said to be consumption upgrading. Behind it is also our need to upgrade.
To put it simply, we have crossed the basic food and clothing consumption and begun to have higher requirements for the quality of life.
When we place an order for "consumption upgrade", the essence is to place an order for something of good quality.
When we buy a pair of Lululemon yoga pants of nearly 1,000 pieces instead of a pair of 100 pieces of regular yoga pants, it is like making a more comfortable and healthy choice for ourselves. We don't buy yoga pants, but a better life.
When we buy a 200-piece Chinese Li Ning T-shirt instead of a 20-piece basic T-shirt, we are looking at China's Li Ning's new national tide design. It projects confidence in Chinese aesthetics and a new understanding of the taste of life.
We chose a box of 30 pieces of ramen instead of a pack of 3 yuan of Master Kong instant noodles, because we can indeed eat more delicate dishes, more solid pieces of meat, as well as non-fried noodles, and relatively nutritious broth in dozens of boxes of ramen noodles.
We buy a 10-piece Zhong Xuegao ice cream instead of a 1 yuan ice cream, because the ingredients for Zhong Xuegao's ice cream are indeed more simple and pure, and the taste is better.
These are the new consumer brands that are still hot this year.
China Li Ning
We pay for better products and also pay for the "added value" of products.
Of course, consumption upgrades do not mean that all product prices have risen.
What we are willing to spend a lot of money on is still a cost-effective consumption upgrade.
The bistro chain Helens positions itself as a "Starbucks at Night", but sells "the price of Michelle Ice City". Last year, they opened 351 stores across the country and became the industry leader.
Now, for young people, it's like a social supermarket, shopping whenever you want, and spending easily.
Therefore, when we talk about the "better doctrine" of consumption, in fact, we are also moving towards more sober consumption.
We will choose to place an order because of better quality, ingredients, design, concept, and will also place an order because of a more cost-effective experience, in the face of expensive skin care products, medical beauty products, digital products, we will be more careful about comparison, repeated mine clearance, avoid collecting IQ tax...
When new consumer brands are crazy marketing and using various concepts to incite consumption, when the competition of new consumer brands is fierce, and batches of consumer brands are emerging and falling, we know how to use a long-term and prudent vision to look at every consumption.
We are consuming better.
Image courtesy of Tracy Ma/The New York Times
A paper straw has endured too much pain this year.
When McDonald's, Starbucks, and Luckin all began to introduce all kinds of paper straws in the name of environmental protection, a disaster for the milk tea experience began - a paste, easy to break paper straws, and finally may melt into a nightmare that will never sink into the bottom of the cup.
The most incomprehensible thing is that this paper straw that claims to be environmentally friendly, because of over-processing, is difficult to recycle at all, and can only be discarded and burned.
Of course, sustainable development is a good thing in itself.
Therefore, the paper straw was later changed to a degradable straw in the hey tea, Naixue's tea, and manner stores, and more new consumer brands also entered this sustainable spiritual wave.
Because of the three and a half meals of super instant coffee, this year in 52 cities, 2846229 empty coffee cans were recycled by allowing consumers to exchange empty cans for peripherals, which they called the "Homecoming Program".
After all, eliminating waste is something we hear from a young age, and when we grow up, we hear more about recycling.
The concept of sustainability is a consensus of almost all new consumer brands.
Beauty brand Huaxizi adopts recyclable logistics turnover box, Youshiyan uses replaceable cores to reduce packaging waste, Good Bottle HowBottle recycles 600,000 plastic bottles, Heytea has created the first environmental protection theme store in Shenzhen, OATLY oat milk, Week Zero is to make the "plant-based" set off a new food wind.
Image credit: OATLY
What is valuable in new consumption is that the goodwill of sustainable development is conveyed through either commercial or humanistic means.
It should be noted that sustainability is not only environmental protection, it is also related to a series of social welfare.
This generation of young people is also more willing to practice a "sustainable consumer culture".
Just like every year on Earth Day, there is always a long line at the door of Starbucks early in the morning, and people carry the cups they bring for coffee.
Promoting sustainable new consumer brands has also established a spiritual connection with young people.
Consciously or unconsciously, under the influence of these sustainable concepts, we will also participate in sustainable consumption and gradually enter a more sustainable life of tomorrow.
However, behind the sustainable action, there are also different degrees of ambiguity and camouflage.
When we are caught in a kind of thought frenzy, it is more necessary to distinguish what is really valuable and meaningful, and what is just marketing and slogans.
We need a sense of identity, and we need credibility.
Image credit: The Guardian
"Time is money, efficiency is life", especially in the era of mobile Internet.
The world around you is constantly accelerating, and on the subway, in line, and when brushing the information flow, there are magic sounds whispering in the ears: speed, speed, speed point.
But some time never diminishes. At least eight hours of work combined with a long commute makes us want to squeeze out free time elsewhere, such as appetite, and struggle to sit-ups and achieve self-management of our lives.
Instant food has evolved from instant food to prefabricated food. In addition to snail powder, turkey noodles, instant noodles, and self-hi pots, the semi-finished dishes maintain the ritual of the last point of cooking.
The most familiar dishes in China are boiled beef, sweet and sour tenderloin, and sauerkraut fish, which can also be served in 5 minutes, and what they want is lively, boiling and refreshing.
As of September this year, the growth rate of semi-finished dishes/convenience dishes in the past two years has exceeded 260%, and Hema has launched pre-made New Year dishes early, a "family portrait" that gathers ingredients from 6 regions, including Jingzhou fish cake, Qiandao Lake flower silver carp fish balls, and Huizhou knife plate incense.
With convenient fast food at home, of course, there is no shortage of "fast hand" equipment.
The air fryer, which is classified as one of the top ten useless commodities of the year by Idle Fish, is also regarded as the "greatest invention of the 21st century" because it realizes the freedom of frying "with fake and real"; JD.com's "no-wash, self-cleaning" kitchen small household appliances category has grown by nearly 380%.
Image credit: glamour
Tea and coffee, which have a long history and a longer chain of contempt, are also quickly imported, with higher appearance, more taste, and more convenience to drink.
New tea brands have set their sights on instant tea, tea bags, tea faces and colors to launch small lotus pots, TNO started with "cold extract freeze-dried tea powder" water drop tea, and CHALI tea brings a new way of drinking tea with original leaf triangle tea bags.
Capsules, ear hangings, freeze-dried, coffee stock solution... The cutting-edge brands represented by Yongpu, Sandan and Hana and Sumidagawa continue to explore new technologies and new product forms, allowing consumers to drink a better cup of coffee anytime, anywhere.
The contemporary miniature gourmet paradise convenience store is not only the most pyrotechnic format in the city, but also synonymous with speed and efficiency. Here, microwave for ten seconds for a sandwich and twenty seconds for a triangle rice ball.
Breakfast, lunch break, dinner, supper hours, we hurry in and out, and we can always see the most fashionable new consumer products displayed on the shelves - "Berry Sweetheart" micro-drunk wine, "Daily Black" chocolate, "Week Zero" protein bar, "Oatly" plant milk...
Because they know that when they possess a little attention from you, they may be eligible to squeeze into your after-dinner. It is said that new consumer brands are a big test in three years, and convenience stores are the vane of fashion.
But speed is not a matter of will, it is a balance of "both and too".
Fast does not mean poor taste, low nutrition, poor effect, it is a comprehensive consideration of time, energy, money and various costs, to escape the south wall that does not need to hit head-on.
Late at night after labor, we better lie down on the couch to rest, or gain more time to recharge, feeling like we're still in control.
Adapting quickly and pursuing fast is an active and passive choice, and it is also a passive freedom to dance in shackles.
Image credit: Kidrobot
As a person, the most important thing is to be happy.
It is not necessary to consume to be happy, but happiness as an emotional value can indeed be exchanged through consumption. According to the Data of the Economic Daily, in 2021, "self-pleasing consumption" accounted for more than 60%.
The high proportion of self-pleasing consumption may indicate that young people want to save time and effort, cheap and beautiful, but also have a sentimental side. Maslow's hierarchy of needs, "love, belonging, dignity, and self-actualization," became immediate and urgent.
As long as somewhere in the heart is "right in the door", within the scope of our ability, we are willing to spend money to buy a happy.
This kind of consumption behavior that serves emotional value can be divided into various circles of interest. Thousands of people in the world have different mediums of affection for each other, but fortunately we have never lacked choices.
Some people like blind boxes, harvest dopamine in the process of drawing cards, tide play with the art design and popular culture carried on the body, and may also face their own brain circuits between electric light and flint.
Some people like sunset lights, projectors, scented candles, they are within reach, bringing a sense of atmosphere to life alone but not alone, creating a comprehensive upgrade of the five senses.
New outdoor sports such as camping, fishing, and skiing are included in the 48-hour weekend option, which are less physically hardcore and more accessible, younger and more casual.
In the past two years, in addition to the necessary supplies, the sales of exquisite and good things such as campervans and retro camp lights have also grown well. The sense of refinement, comfort, and punch card records can not be less.
Image credit: fastcompany-Rivian, Panic, Rawpixel
If the explosive emotion has nowhere to go, it is better to release it at the music festival.
Hundreds of music festivals a year, in addition to the classic music festival label, all kinds of beer music festivals, car music festivals, food music festivals have also begun to rise, and even the new consumer brand Yuanqi Forest has held music festivals.
Self-pleasing consumption does not mean going it alone, it also brings more diversified social circles.
Playing the script kills to chase the city limited edition role play, and pets can also carry out offline gatherings of the same kind of pets.
Since then, the wallet is a passerby's "Three Pits" and also has a collection store brand "Poetry and Kaleidoscope", which not only provides a purchase scene, its ambition is to create an urban Disney and dimensional cultural mecca for Generation Z.
According to BCG Insights, 54% of awareness of new consumer brands comes from such social environments with crowd circles and social media as the vehicle. At the same time, our consumer personalities are also identified, and the hilarity is theirs and mine.
In the past, we talked about "cost performance", but now we are pursuing "heart-to-price ratio".
It infuses everyday life with inspiration, hormones and the unconventional.
The spirit needs such nutrients and then continues to burn calmly.
Image courtesy of Klaus Vedfelt/Getty Images
You should have seen a title like this:
Young people are starting to lose their hair?
Young people are punching in here!
Young people drink an IPO!
The first Tesla for young people, the first Gucci, the first...
You may wonder, how can everything be young?
To some extent, this is inevitable, 18-35 years old people, often the most interested in new consumption and demand. Of course, in practice, young people are only a general term, not limited to specific age groups.
This does not affect the essence of the problem, and mentioning young people everywhere actually shows a problem -
New consumption can sometimes be understood as "young consumption". It is precisely the new consumption itself that needs to remain young.
"Young consumption" leads to "tomorrow's lifestyle", which is a comprehensive innovation of food, clothing, housing, consumption concepts, and social trends.
Behind it, it is pointing to a healthier life, a more efficient life, a more sustainable life, a life that pays more attention to beauty, a life that pays more attention to quality, a more equal and inclusive life...
Image from: Station B
But it is difficult to maintain the "new", such as sailing against the current, and if you do not advance, you will retreat.
New consumption is actually a very virtual word, strictly speaking, it is actually a stage of consumption development.
What new consumption does is to upgrade and recreate past experiences, to make goods that meet current needs within reach, and to change lifestyles that seem to be good enough.
Here, even the most delicate needs may be precisely met, and digitalization, differentiation, and personalization are the labels that are chased.
In the hot sauce industry that was once dominated by lao ganma, the new brand Hubang has risen rapidly, and it has not directly faced lao ganma, but has used Internet marketing and takeaway dividends to quickly open the market.
In the past, few products were tailored to the scalp, and the blended shampoo of Zhimo Labs was cut from here; Qingzhi's scientific research "bubble gargle pills" not only solved the breath problem, but also could be used as a perfume that was easy to carry.
In the past, there were almost only mature foreign fragrance brands in the domestic market, and with the rise of Chinese culture in the field of consumption and the budding of lifestyle in the field of consumption, domestic fragrances such as summer viewing and smell libraries have also begun to "incense".
Image courtesy of Guan Xia
Meanwhile, this year's Double 11 has a lot of dismal losers, but they've also won.
Wang's fullness fell by nearly 70% compared with last year's double 11; ramen sales were close to the same period last year; Wonderlab reduced the circle of friends advertising screen, and the focus shifted from meal replacement shakes to probiotic products.
The figure is poor and dagger, reflecting the pseudo-rigid demand under the new consumption boom, the fading and diversion of online traffic dividends, and the lack of stamina with traffic as the first.
A bunch of new consumer brands are rising rapidly, and a bunch of new consumer brands are falling in batches.
The product is the most important and is never a nonsense.
Defining young people on paper may be easy to do, but it is not easy to catch young people.
The Internet has shaped new consumption and reshaped our image as consumers.
There are a large number of young people all over the Network, but they are nomadic youth. After all, the goods in this endless grassland are too dazzling, there is no need for long-term affection, and the three-minute heat is allowed by market rules.
Early coffee and late alcohol, while queuing up for tea while "Honey Snow Ice City Sweet Honey", both conformist and maverick, both meticulous and may spend thousands of dollars for love.
Although the current consumerism is more negative, we pay attention to the consumption trap, not to go back to the past consumption era, there are more choices to send to the present is always good.
"New consumption" can help innovation, but it cannot subvert anything in essence, and the road that "old consumption" has to go, it still has to go.
What we are waiting for is a new consumer market.
Look at three years and three years later, what is left behind.
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