2021 is difficult and warm, people are "calm" under the epidemic, Olympic athletes are "full of style" in the Olympic field, the centenary of the founding of the party, the Night Banquet of the Tang Palace, and the meta-universe, leading the new wave. How does reading, as a way of life, resonate with the times and with youth? On January 20, Dangdang released the 2021 Youth Life Reading Book of "Give Time books to the years not emo", which interprets the reading characteristics, consumption preferences and regional differences of young people, and explores the social and cultural forms and youth life stories behind data and reading.
Settle your body and mind and "heal" into the 2021 reading keywords
2021 is another year deeply affected by the new crown, and the body and mind need to settle down under the "uncertainty" of life. According to Dangdang's "2021 Youth Life Reader", the key reading keyword in 2021 is "cure". The number of book customers in the whole year increased significantly year-on-year, and psychology and health/health care became the categories with the fastest improvement in the ranking of book customers.
"Mr. Toad Goes to the Psychiatrist" and "The Medical Road Forward Weizi's Rescue Guide to Chinese" are undoubtedly the two books that give people the most power in 2021. According to Dangdang big data, "Mr. Toad Goes to the Psychiatrist" is the top 1 bestseller of Dangdang psychology, selling 2 million copies a year, poking, curing and changing countless people, becoming a force for their growth. "Medical Road Forward Weizi to Chinese Rescue Guide" is dangdang health / health care bestseller TOP1, is the whole network 30 million fans of science popularization representative medical road forward Weizi sorted out ten years of front-line on-site rescue summed up the valuable experience, to bring each family life safety, health guide.
Patriotic tide, sports style, youth life leads the new wave of reading
According to Dangdang big data, the publication of Dangdang themes has increased significantly this year, and "A Brief History of the Communist Party of China", "Xi Jinping on Governing the Country", "Selected Works of Mao Zedong", "Deng Xiaoping Era", "Why China", "Decisive Battle in Korea", "Great Power Strategy" and so on have become the favorite party and government books of young people, guiding young people to love the motherland and strengthen their ideals.
In order to learn traditional culture, young people have taken down all the tools of the ancient Han Dynasty. It is reported that when the 2021 reference book TOP5 is all related to traditional culture, the Dictionary of Common Words in Ancient Chinese, the Great Dictionary of Idioms, the Appreciation Dictionary of Tang Poems and Song Poetry, the Appreciation Dictionary of Tang Poetry, and the Small Dictionary of Chinese Idioms have become the strongest assist for modern young people to learn traditional culture.
At the Tokyo Olympics, Su Bingtian broke the Asian record in 9.83 seconds to become an Asian flyer. Driven by the Olympic Games and the sports examination, in 2021, when the variety of sports books and the number of customers have risen, "Exercise Transforms the Brain", "Fitness nutrition encyclopedia", "Running Bible" and other hot sales. Although the young people are not flying people, they all compete to be their own supermen.
In addition, the popularity of the meta-universe and the landing of the "double reduction" policy have also brought about changes in related book sales. "Meta-universe + Meta-Universe Token" was launched in August 2021, and it took only 5 months to rush to the annual technology best-seller list, and countless young people became "meta-universe natives, virtual world workers". It is worth noting that the "double reduction" landed, and the ranking of customers of teaching aids and parent-child/tutoring books declined. The decline in the demand for parent-child relationship books means that the "double reduction" policy has a great potential to alleviate parent-child relationship.
Cherish the moment, professional books help improve skills
In the past two years, the epidemic has made it difficult to travel far away, and people have cherished the present more and more and improved their vitality through professional books. According to Dangdang big data, in 2021, books on the aesthetics of life such as family/home, travel/map, art, and architecture are widely popular, and young people have begun to teach themselves home magic and advance to "living at home". "Small Home, The Bigger You Live", "The Magic of Life Tidying Up", "Heidi's Garden", "So Decorated Without Regret" have become hot books to help the quality of life up.
In terms of pet raising, young people pursue "becoming qualified 'meow masters' and professionally raising 'hair children'". In 2021, the number of pet professional nursing books purchased by young people has increased significantly, and the Pet Doctor's Manual, the Shiba Inu Maintenance Guide, the Nutritional Needs of Dogs and Cats, and the Differential Diagnosis and Prevention of Pet Diseases have been on the Top List to help professional pets. In addition, under the influence of the pet frenzy, the light-hearted and funny history book "If History Is a Group of Meows" combined with cats and history has triggered a reading boom.
Front-line youth engage in careers, and small-town youth literature
The Dangdang 2021 Reading Report also shows the differences in reading in different regions and cities.
According to Dangdang big data, there is a big difference between the reading of first-line and small-town youth, which is manifested as "front-line youth engaged in careers, and small-town youth literature". Frontline youth are buying more books on computers/networks, economics, management, investment and financial management. Relative to the front-line youth are busy with "making money and engaging in careers", small-town youth are more fond of "character literature", in 2021, small-town youth bought more youth literature, the most popular is to talk about love books with anti-drug police, such as "That Unknown Story" and "He is in the South of the Clouds".
Focus on first-tier cities, the youth of Guangzhou, Shenzhen and Hangzhou in the north, each has a "spiritual back garden", the capital is involved in a wide range, the magic capital loves refinement, Shenzhen falls in love, Guangzhou reads medical books, and Hangzhou is busy making babies.
According to Dangdang big data, there are great differences in the reading preferences of young people in Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou. As the political center, cultural center, international exchange center and scientific and technological innovation center of China, Beijing's young people in the capital are also widely involved in reading, and like to read literature and art, politics and economics, social science, and popular science books; and the delicacy of the magic capital is not only in life, but also in reading. According to Dangdang big data statistics, Modu youth have purchased more cooking/food, fashion/beauty and biographical books; there is a saying in Shenzhen, "Shenzhen has everything, there is no love." Young people who are too busy to have time to fall in love can only learn to understand TA in reading, Shenzhen youth's attention to gender relations is at the top of the first tier cities; Guangzhou has a strong medical atmosphere, there are many well-known medical universities in the province, such as Sun Yat-sen University, Southern Medical University, Zhong Nanshan, especially deeply affecting Guangzhou youth, but also let Guangzhou youth pay the most attention to medical books; Hangzhou as a livable city with Suzhou and Hangzhou under heaven, young people pay high attention to fertility, and the purchase index of maternity/ prenatal education books is the highest in the new first-tier cities. These data accurately show the different characteristics of each city, and also reflect the colorful youth of the country