Eating fish on Chinese New Year's Eve is "more than every year", and wearing purple pants on the exam is "purple cheeks can do". Recently, the "forbidden banana green" green banana string, which is also out of the circle because of homophonic stalks, has become a new trend, and it has become popular in e-commerce platforms and has become a new partner in the office of young people.
Why did "Banana Green" become an Internet celebrity? Because the homonym of "banning banana green" is exactly "prohibiting anxiety", it turns out that bananas can also be used as "mouth substitutes".
The boom of "Banana Green" is just in line with the trend of the new generation of "migrant workers" who want to stay away from anxiety and better balance work and life, emotions and mentality. At present, consumer goods have expanded from the material category of "clothing, food, housing and transportation" to a broader field including spirit and emotion, and people's consumption concept has also extended from functional to enjoyable and healing.
"A bunch of green bananas, how can you solve your worries?"
Buy a bunch of "round" green bananas and put them on the workstation, and then hang a literary card with "no anxiety", take a break from work, take care of it as a gardener, and wait for the green bananas to turn yellow. Following the nap bed and lottery tickets in the office, the office blew the wind of "banana green".
A netizen shared: "I thought that I couldn't finish the banana when it was ripe, so I asked my colleague to book it in advance. At first, my colleague just wrote his name and drew a meme. Later, the style of painting went astray, and everyone made various wishes on the banana. Now my banana tree has become a wishing tree. ”
Some netizens took a fancy to the cost-effectiveness of "Banning Banana Green", "It looks good and delicious, it looks very comfortable in the office, and it can be used as afternoon tea when you are hungry, which is much more cost-effective than raising flowers on the desk." ”
In the fast-paced state of life, everyone will inevitably have anxiety, and appropriate anxiety is helpful for work and life, but if there is a long-term lack of emotional outlet, it is easy to produce more serious negative emotions. "Banning banana green" has become a new partner for migrant workers, helping them find the "antidote" to their lives again.
"Your pressure on my business!"
Compared with the ripe yellow banana in offline fruit stores, the relatively niche fruit of "banana green" is mostly sold on e-commerce platforms.
The reporter searched on the e-commerce platform and found that the price of a string of 8 catties of "banana green" with a rod is about 30 yuan, and the price fluctuates up and down due to the different weights and quality of products of different merchants. In addition, if you want to raise bananas, consumers also need to buy glass vases for raising bananas at their own expense. According to the merchant, this banana is very easy to raise. After receiving the goods, the banana can be placed directly in the bottle, and the water in the bottle can be placed to cover the root of the banana stalk, which does not require too much water and sunlight, "affected by the ripening method and environmental temperature, it can be ripened in 7-15 days." ”
Good looking, good food and good nourishment, which stimulates consumers' enthusiasm for buying. On an e-commerce platform, the sales volume of a store's "banon banana green" is as high as 84,000 pieces, and there are thousands of pieces for merchants with less sales. A merchant told reporters: "This banana has been on the shelves for a long time, and there are many people who have bought it recently. ”
The reporter found that in addition to the "ban on banana green", there is also a hydroponic pineapple called "dynamic light wave". In addition, some netizens raise raspberries that mean "no trouble" on their desks and small pumpkins that mean "everything is not difficult". With the continuous evolution of the table plants of migrant workers, small green plants have become an industry.
Consumers' enthusiasm for homophonic products and merchants' creative exploration of such marketing can often achieve the effect of two-way running.
For example, during last year's Lantern Festival, "persimmon ruyi" dumplings could be seen everywhere on social media, attracting many young people to pay for the meaning they carried. For another example, young people who shout "Buddhism" are very honest in their bodies, and many of them are working, living, and studying.
Big industry in a small mood
Taking care of emotions has become an important topic for contemporary migrant workers. According to the "2023 Consumer Trend Report" released by the Xinbang Research Institute, in 2023, there will be 197 topics related to "decompression" on the Xiaohongshu platform, with a total of more than 110.2 billion views of decompression videos, and more than 9.2 billion views of videos related to decompression and healing on station B.
In addition to office greenery, archery, land surfing, spinning, script killing, petting, etc. have become the hottest new forms of decompression.
At present, the emotional economy is favored, and emotional value has become an important factor that cannot be ignored behind young people's payment. Taking decompression toys as an example, in 2022, the overall growth rate of decompression toys on Taobao and Tmall will be nearly 40%. Ms. Song, who works for an Internet company in the financial city, told reporters that she often buys decompression toys such as pinching music or toy dolls. In the process of playing, my tense emotions were also relieved.
Young people are keen to pay for new consumption concepts, new phenomena and new trends in emotional value, and are constantly creating new consumption scenarios. Although in the Internet field, popular homophonic stalks similar to "Ban Banana Green" may be updated and replaced at any time, it is undeniable that the emotional feedback given to people in social situations at this moment does provide invisible support and encouragement.
Chengdu Daily Jinguan News Bai Yating Reporter Meng Hao Responsible Editor Luo Hao Editor Liu Chunchun According to the Internet