Source of this article: Times Finance Author: Wang Ting
Editor's Note:
After 00, May Fourth New Youth.
Born in the golden 10 years of China's rapid economic growth, this generation, from the growth environment to the psychological state, is new. They are born with a straight eye for the world; they have a stronger sense of personal and spiritual pursuit; they are willing to pay for what they love. Reject all labels, they cannot be defined, they can only be narrated.
Times Media Group launched a special topic "This session of the post-00s, can be handled", let's take a look at the May Fourth youth in the new era.
Infographic Image source: pixabay
"I worked as a summer vacation worker and bought a game notebook for more than 5,000 yuan." Zhixuan, an Anhui student born in 2002, bought his first computer by working part-time.
Thousands of miles away, Guangzhou's post-00s college students Enron is also a game enthusiast, home has a game book and many supporting equipment, including keyboards, mice, handles designed for playing games, etc. "Before buying electronic products are mostly necessities, now more for entertainment, interest." ”
It's graduation season again, and a large number of post-00s, including Enron, will enter the workplace, and their position in the consumer market is also increasing day by day. Times Finance learned in the interview that many post-00s are willing to spend money on electronic products, shoot "trenches" cool, and it is easier to be "planted" by self-media and friends.
Times Finance observed that unlike the post-90s and post-80s, the post-00s have a stronger sense of self-circle, and this awareness has also spread to the consumption of electronic products, and many people are iron fans of brands such as Apple and Sony.
In the summer, I work as a security guard, housekeeping, and factory worker, just to buy game books
According to the CBN Business Data Center report, more than 60% of e-sports enthusiasts were born in Generation Z from 1995 to 2010.
Zhixuan grew up in the company of electronic products, was exposed to smartphones at a very young age, and had laptops and desktop computers at home very early. Naturally, he has loved playing games since he was a child.
"The performance is so bad that it can't turn, it's at least 10 years old." Dad's notebook is too old, and Zhixuan, who is a college student, needs a new computer to learn and play games, and he wants a game book.
Game ben is slightly more expensive than a regular laptop. Last year, he took advantage of the summer vacation to go to Zhejiang, while working and playing, looking for jobs with daily wages, such as security, storage, housekeeping, factory operators, etc.
The price of Zhixuan's game is more than 5,000 yuan. He said that he has no preference for the appearance style and brand of the game book, and when purchasing, he mainly looks at hardware such as CPU and graphics card, and only requires playing games and learning enough.
Infographic Image source: pexels
Zhixuan observed that the post-00 boys around them are basically using game books, everyone generally likes to play games, when the Chinese e-sports team won the EDG championship last year, there were classmates holding the EDG flag in the dormitory and shouting, "Everyone is crazy."
According to the IDC report of research institutions, 58.7% of college students chose game books when they purchased a machine in the fourth quarter of 2020. Li Sheng and Enron also use game books, as well as a large number of game peripherals.
"The mouse is about 500-1000 yuan, the headset is about 1400 yuan, and the keyboard is about 1200 yuan." Born in 2000, Li Sheng bought game peripherals for four or five thousand yuan, and he likes to save pocket money and press money.
Li Sheng is more homely, usually rarely go out, as long as you go to the mall, you will definitely visit the game peripheral store.
Li Sheng likes to play stand-alone games, initially did not understand professional gaming keyboards and other equipment, and learned about game peripherals from his classmates. Later, he also wanted to play large-scale games, so he obtained information about game hardware from video platforms such as Douyin and Station B.
"The like-minded friends with me bought similar things, all related to games." Li Sheng said.
Enron made a lot of friends through the game, and also met his girlfriend through the online game "Fantasy Journey to the West". Her friends not only have game books and game peripherals, but also game consoles such as PS4 and Switch, and they especially like to play games such as "Original God", "Ark of Tomorrow", "Animal Forest" and so on.
At present, the game market has both mainstream computer manufacturers such as HP, ASUS, and Lenovo, as well as vertical game device brands such as MSI, Alien, and Mechanical Revolution.
According to the JD data platform Whale Staff, in the second quarter of last year, Lenovo's game sales ranked first, at least 4 times that of the second place ASUS, and Brands such as Shenzhou, Leishen, Acer, Mechanics, and Glory all entered the top 10 list of sales.
I bought 30,000 yuan of equipment for shooting videos, which is Sony iron powder
Times Finance learned in the interview that many post-00s have a very clear preference for electronic product brands, and even formed a fixed circle layer, such as the senior year student Enron.
Enron is a senior majoring in networking and new media, and she is also the owner of B-battle, and the electronic products that interest her most are not game consoles and game peripherals, but cameras. Since she was a child, she has loved to take photos and videos.
In 2020, she bought her first SLR through a video game, choosing Sony, even if other brands with the same specifications are cheaper. Her girlfriend is also a Sony enthusiast, and the mobile phone, headphones, and TV at home are all Sony's.
"Young and crazy always have to be fascinated by the second dimension, my girlfriend and I are a little influenced by Japanese culture, watching dramas and anime always print the logo of this brand, and over time I have an impression of it." 」 Enron said.
She mentioned that the brand's enthusiasts have a circle in which she and her girlfriends are involved, "And everyone in our circle will say 'Sony, forever God!'" ’”
After buying the camera, Enron successively purchased stabilizers, microphones, camera handles and other equipment, and the cost of cameras and accessories was at least 30,000 yuan, of which 2 stabilizers were worth nearly 5,000 yuan, which she bought with her own money.
Li Sheng likes the American game equipment brand Razer, in addition to the controller at home, other game devices such as mice, keyboards, headphones are all of this brand, "I will pay more attention to its brand value, it does a great job."
He also likes Razer's sense of design, he believes that the appearance of game peripherals is very important, do not need fancy decorations, but must have a sense of design, followed by performance parameters.
Li Sheng also recommended this brand to friends and classmates. According to a report released by the 21st Century Economic Research Institute at the beginning of this year, more than 70% of Gen Z tend to understand brand information through KOC evaluation and recommendation of platforms such as self-media, B station and Xiaohongshu.
It is worth mentioning that in the mobile phone brand, many post-00s have a common preference for Apple. There are 60% or 70% of the students in Li Sheng's class who are using Apple mobile phones, and some students will buy as long as Apple has new products and replace the old models in their hands.
"People around me don't know why there is a blind pursuit of Apple." Among Enron's classmates, there are also many fruit powders, relying on their own savings to buy new apple machines.
Li Sheng also uses an Apple mobile phone. In his view, some students use Apple mobile phones, some are indeed because of its functions, performance, design style, etc., and some are out of vanity.
The post-00s who like Apple's mobile phones are not concentrated in college, and there are many on high school campuses. Harbin high school students Wen Bo and Liu Yang are hardcore supporters of Apple, and they both believe that Apple mobile phones are better than Android phones.
At present, Wenbo uses an Android mobile phone, and he wants to wait until he can make money before buying an Apple mobile phone. Liu Yang hopes to buy an Apple computer in the future, making work and study more convenient and efficient.
Each person has a tablet, no kindles, no books
In terms of learning, the electronic products used by the post-00s are significantly different from the post-90s, post-80s and other groups. Products like kindles, repeaters, radios, etc. have disappeared from their school supplies and replaced them with tablets.
At the end of 2021, a report released by the CBN Commercial Data Center and the Tmall New Product Innovation Center showed that the post-00s and post-85s were heavy users of tablet computers, and the post-00s students had outstanding needs in learning and content creation scenarios.
Recently, the epidemic situation in Harbin is grim, Liu Yang uses a tablet computer at home to take online lessons, its screen is relatively large, and online classes are more convenient than mobile phones. During weekend breaks, he uses his tablet to watch the latest TV series and chase his favorite stars.
"Students who get up early to take a seat in the library to prepare for the exam, everyone basically holds a tablet to take notes or read a book, whether it is to take the graduate school or the exam." Enron observed that there are fewer students who use tablets in their freshman year, and many people in their sophomore year begin to use it, basically one by hand.
Enron also uses tablets to study and work. Currently, she interns at a media outlet, and every morning at the morning meeting, she picks up a tablet and goes into the office to write down the content of the meeting with a capacitive pen. In her opinion, tablets are more convenient than books and laptops.
"Originally, I had to memorize two or three books when I went to the library, but now I don't have to carry them with a tablet." Li Sheng said that tablet computers are a tool that everyone likes to learn and prepare for the exam.
Since the beginning of this year, vivo and OPPO have released the first tablets, and Huawei has also launched a new generation of tablets, and the main consumer groups they target include students. IDC report shows that in the third quarter of 2021, the size of China's tablet pc market increased by 10.6% year-on-year.
(The characters in the text are pseudonyms)