Sichuan News Network Chengdu, April 17 Looking for a part-time job on 1688, "selling school" on Xianyu, falling in love with a career in DingTalk, and sharing information in Quark to find a partner for exam preparation......
Between "young people you don't understand" and "misunderstood you", there are these brain-opening APP usage behaviors. Behind the brain hole, there is a new generation of young people's personalized consumption concept, the pursuit of social attributes of the consumption trend, and the creativity of rebellious and reverse development of APP. Youth, in every era, represents infinite possibilities.
Recently, Dong Chenyu's team from the School of Journalism of Chinese University released the "APP Generation" Report on Mobile Application Behavior of Chinese Young People (hereinafter referred to as the "Report"). The report selects Xianyu, 1688, Quark, and DingTalk as windows to study the current living conditions, value orientations and consumption tendencies of young people.
In the eyes of young people, 1688 is a cyber Yiwu, Xianyu is a piggy bank, Quark is a treasure chest, and DingTalk is like "your favorite music is set as an alarm clock"...... The way of life of young people, sometimes in the wilderness, sometimes in the wild. According to the report, young people are replicating three real-life places in cyberspace: home, company and public space. As life moves towards deep APP, a new generation of young people (18-27 years old) has become the "APP generation".
The APP generation reproduces three living places in the cyberspace
Consumption concept: you can buy expensive, you can't buy expensive
In recent years, "consumption downgrade" has once become a social consensus, echoing with "lying flat", which is regarded by some people as a label for young people today. However, in the eyes of the APP generation, only by tearing the label can the black physique be cured.
The report shows that most of the APP generation denies "consumption downgrade", and with the change of role from the ivory tower into society, most people have even experienced the stage of "consumption upgrading", and then turned to a more pragmatic consumption rationality, "not that A can't afford it, but C is more cost-effective".
In terms of consumption choices, most young people focus on high-value consumption behaviors, and the province should spend money.
The consumption concept of the APP generation
"My consumption concept is that you can buy expensive, but you can't buy expensive," said a young girl, "I think the best should be bought for large items." For example, coats, sweaters, shoes, and electrical appliances should be bought with brands and expensive ones. Consumables such as suspenders, socks, and cotton swabs worn in summer are generally 1688. ”
According to the report, "high Engel coefficient consumption" self-pleasing consumption and interest consumption reflect the pursuit of personality and social interaction of the APP generation.
Buy and sell game products, pet plants, and anime in Xianyu, and organize a group to go to 1688 to customize dormitory clothes...... Young people believe that the process of consumption is jumping out of its original meaning and creating a new type of interpersonal relationship, and the trend of social consumption is on the rise.
All that has nothing to say, just no one to say. In Xianyu, the interest industry each order, buyers and sellers have to chat an average of 40 sentences, of which 40% of the chat occurs after the transaction, the common interests and hobbies not only close the relationship between buyers and sellers, but also make the transaction into friendship.
Social outlook: All introverts are talking to the wrong person
Young people aged 18-27 are in a state of rapid growth and role change, and high mobility, and after breaking away from traditional classmates and family relationships, the same interest can comfort the loneliness and boredom in their hearts.
In Xianyu, young people find partners, play photography, engage in collecting, tell jokes, and write crazy copywriting, and the niche circle allows them to accurately find people with similar smells and collide with extraordinary creativity. Even if it is a traditional custom, the Spring Festival couplets should also write "get rid of poverty and lose your hair without losing your hair, get rich and thin, and be beautiful". In some circles, "black words" that only one's own people can understand were born—young people called anime and game-related products "grain", forming "valley circles", as well as a lot of jargon such as "colored paper", "valley beauty", and "row running".
The social outlook of the APP generation
All the fun things in the world are meaningless if you can't share them with others. As a result, young people have creatively developed the sharing function of the APP, and some even go against the original intention of using the APP.
A newcomer found that "DingTalk has a game function." For example, the video plus voting function can be used to play werewolf killing or script killing. ”
There are also young people who use the screen sharing function of DingTalk meeting to catch up on dramas with long-distance lovers in a meeting, fall in love with their careers, and squeeze the residual value of office tools to the greatest extent.
Career: Mainly rely on acquired efforts
If you choose the wrong job, every day is Monday, and young people in the real world will not raise their hands to rectify the workplace like in cool dramas, but spend more time on side hustles.
Xianyu released a list of college students' summer part-time jobs last year, with one-on-one tutoring, part-time dog walking, and online customer service ranking among the top three. In the face of fierce competition, young people will find another way, some college students chat with the shopkeeper in 1688, and look for opportunities to work part-time customer service in reverse.
Being good at using tools is also a major characteristic of young people in their careers. In DingTalk, some students used AI assistants to design the "campus version of Yu-Gi-Oh" and became game planners. Create new characters and skills based on your preferences, write explanations and upload them to an AI assistant that not only explains the new character to other players, but also helps balance the applicability of the general. As a result, many IP characters such as the Three Kingdoms Killing Traditional Generals, Journey to the West, and Japanese Comics, together with real-life characters such as campuses, appeared in a game to have a "national chaos".
The creativity of the APP generation
"The boss is the same as the object, he can't be idle, and when he is idle, he will find fault with you." As a result, some young people use the DingTalk timed message function to send a message to the boss in the middle of the night to reverse the "PUA" boss.
Life and learning: young people and APP development go both ways
Young people who use APP creatively have become the real owners of APP, and inadvertently lead the secondary development of APP, forming a two-way rush between users and the platform.
In the transaction of Xianyu star card, in order to ensure that the seller is authentic, the buyer will ask the seller to make a complex gesture and take a photo together with the product. This tactic of resolving trust is not only "labor-intensive", but also "brain-draining". To this end, Xianyu continues to update and iterate on products, and has successively launched products such as Xianyu Small Court, Inspection Treasure, and Fish Power Value.
The report also observes more examples of two-way travel. Young people poured into 1688 to find a personalized cost performance in Cyber Yiwu, and 1688 launched a carefully selected store and small order customization service. In Quark, young parents have a strong demand for searching and judging questions, and the platform has launched an intelligent elimination tool to clean up the traces of questions on the test papers, so as to save the cost of purchasing materials......
APP世代涌入,"阿里四小龙"腾起
The report points out that young people's APP usage behaviors reflect a more pragmatic attitude towards life, more personalized consumption methods, and more accurate individual needs of the APP generation.
The relationship between apps and young people has evolved from "setting" and "being set", "pandering" and "being pandering", to shaping each other and developing together.
Because it can be widely welcomed by young people and has huge market space and development potential, Alibaba CEO Wu Yongming announced at the end of 2023 that 1688, Xianyu, DingTalk, and Quark are the first batch of Alibaba's strategic innovation businesses, and said that Alibaba will continue to invest in a cycle of 3-5 years to cultivate new momentum for the future and the needs of the younger generation.
According to data, Quark, 1688, Xianyu, and DingTalk often top the free list and tool list of the Apple Store, and these four apps under Alibaba are also nicknamed the "Four Little Dragons" by deep users.
The latest data shows that the average daily transaction volume of Xianyu has exceeded 1 billion, and more than 100 million people have hung up idle babies in Xianyu in the past year, among which the post-95 users are the most active, earning 2,700 yuan per capita per year, achieving the "first pot of gold". At present, the number of active interest users on Xianyu has reached 83 million, and 45% of the transactions are related to trendy toys, animation, pet plants and other interests.
1688 Buyer-oriented membership product1688 PLUS has exceeded 1 million members, becoming the first buyer-paid product in the B2B e-commerce industry with more than one million members.
By the end of 2023, the number of DingTalk users will reach 700 million, and the number of paid DAUs will reach 28 million. According to data from Quest Mobile, DingTalk's average monthly active users and daily active users rank first in the collaborative office software industry. According to the "2023 Young People's Intelligent Efficiency Application Research" released by Quest Mobile, Quark ranks first in the industry in terms of per capita usage time among the top 10 apps used by young users. (Photo/text Wang Lei)