The new proposition of Z generation wedding: there is a personality, cost-effective to have more face

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Autumn is the peak of the wedding, the wedding industry has always had the saying of "gold nine silver ten". During the National Day, Lin Lin, a post-90s Beijing girl, attended a total of 3 weddings, and the "protagonists" of the wedding were former colleagues, university sisters and childhood partners. "The three weddings were held on the lawn, the homestay and the art center, and the lawn actually arranged a doll catching machine, just like a garden party, which was very participatory." Lin Lin said.

With the post-90s and post-95s increasingly becoming the "main force" of marriage, all aspects of marriage preparation have increasingly highlighted the personality, preferences and even aesthetic tastes of young people. According to the "2021 China Wedding Consumption New Normal User Behavior Insight Report", post-90s and post-95s oppose cumbersome and formalistic weddings, and also resolutely say "no" to marriage habits such as marriage, they pay more attention to enjoying the happy experience in the marriage process, the consumption tendency is tending to be rational and "measured", and 63% of the post-90s and post-95s pay attention to consumer cost performance.

For entrepreneurs in the industry, the personalized needs of young people are also spreading out the new market imagination of the marriage industry.

There are fewer "millions of big fields" and more personalized weddings

"We started doing wedding photography in 2014, when weddings were still focused on pomp and circumstance, and it was common to encounter 'millions of scenes', but now it is rare. Young people after 90 and 95 hold weddings, pay more attention to practicality and personality, and many people will choose small venues such as old bungalows and cafes. Lu Yiwen, who founded liushi film studio in Guangzhou, said.

Lin Lin attended a wedding held in a Western restaurant, "the restaurant area is not large, but there is a lake nearby, sitting indoors can see the reeds swaying in the wind, and the interior is all decorated with gold and orange, which is very autumnal." Later, these two colors were also used in my own wedding, and the atmosphere was very warm."

"Make your own decision" is the tone set by Lin Lin for the wedding, "The venue has long been set for the sunshine hall of the building near the company, and there is a long staircase on the scene, which has both a sense of ceremony, convenient for taking pictures, and can save the cost of setting up the stage, I have been paying attention to it for a long time, and my family also likes it." As for the other parts of the wedding, I did it myself if I could DIY, and the emcee also asked a friend to make a cameo."

After the 90s, Hangzhou girl Ah Bao used "Tian Ji Horse Racing" to describe her marriage preparation strategy: "Money should be spent on the blade, as long as the wedding has characteristics in details, it is successful, and the most important thing is to 'use small money and use big money carefully'." ”

Specifically, in the wedding company, wedding venues and other large expenditures, Ah Bao's attitude is more cautious, "I first selected a low-end price project in a wedding company with a comprehensive evaluation, and then decided on a small venue for the scenic area recommended by a friend, spending less than 50,000 yuan in total."

Invitation cards, table cards, new house decorations, background panels, these low-cost but relatively easy to shine items, are the "highlights" of Ah Bao's marriage preparation. "Background board, welcome card, humanoid standing card, joy sugar box are all customized in the online store after I designed the pattern, on the wedding day, relatives and friends looked far away, they knew that it was my wedding, and some wedding ceremonies can also decorate the house after the ceremony to keep the memories of the wedding." Ah Bao said.

Many small accessories at Lin Lin's wedding are also purchased on the e-commerce platform. "From the head flower to the ring, from the candy to the balloon, as long as you are willing to take the time to choose, you can basically buy it online." Lin Lin said.

Yancheng entrepreneur Feng Yanjuan has been involved in the wedding industry since 2008, and suman Advertising Media Co., Ltd., which she founded, now has a number of online stores selling table cards, flowers, check-in books, signs and other wedding products.

"The newlyweds who come to shop can be roughly divided into two categories, one is to come at a low price and take the volume; the other is to do a small wedding within 10 tables, generally only buy a few products in our store, and then go to other stores to see, a little bit of wedding products, they pursue exquisite, personality." Feng Yanjuan said.

Yan Yan, the founder of the wedding preparation service platform "Yan Yan Wedding Diary", recorded hundreds of real wedding stories in Beijing, and she also paid attention to the changes in young people's attitudes towards weddings, "In the past, weddings were 'tiptoeing up', the pursuit was 'showing good and noble and having face', and weddings were more homogeneous. The current couple is very clear about what kind of wedding they want and is willing to take the time to prepare, and the second is to be rational in budget arrangements, and pay more attention to their inner feelings on the wedding day."

Industry segmentation, brewing new entrepreneurial opportunities

For many brides-to-be, choosing a wedding dress that meets their wishes is an important task during the wedding preparation period.

Lin Lin still remembers the wedding dress she bought online, "When I took it out of the courier box, I fell gold powder all the way, and I almost thought it was snowing." The wedding dress is put on the upper body, and the effect is worse than expected, and even a little funny." After retiring the wedding dress, Lin Lin went to the wedding dress studio to customize one.

"According to my observation, the biggest change in the wedding dress market is that young people's pursuit of wedding dress personalization and design has increased significantly. In the past, when wedding dresses were mentioned, people would think of large canopy skirts, long tails, bright rhinestones, and the understanding of 'solemn' and 'ceremonial sense' was still relatively single. Today's young people know better how to choose a wedding dress style that suits them and reflects their aesthetic taste. Yu Ai, founder of Yu Ai wedding dress design brand, said.

Yu Ai has a studio in Beijing and Shanghai, and her entrepreneurial journey is also related to the personalized choices of young people.

"I was originally a makeup artist, in the wedding makeup process, found that most of the wedding accessories on the market are long veils and crowns, the category is relatively single, so I began to try to make accessories such as headbands by hand. At first, it was completely based on feelings, but the feedback from young people was very good, and the reputation was accumulated little by little, and then I had the opportunity to go to Paris for further study, established the style of the work, and then began to engage in wedding design. Now the diversification and personalization of young people's aesthetics does give craftsmen more space, and also allows the wedding industry to be subdivided, and new people will be carefully selected and combined in each link, which will have countless entrepreneurial opportunities. Yu Ai said.

According to enterprise investigation data, in the first eight months of 2021, more than 153,000 wedding-related enterprises nationwide registered, an increase of 38% year-on-year. Among them, the number of registrations in June and July increased rapidly, reaching 25,500 and 24,600 respectively, an increase of 66% and 80% year-on-year.

Lu Yiwen's studio has an average of 200 weddings per year, "from mid-September to one or two weeks before the Spring Festival, it is the wedding season, the studio 22 people can be divided into different project groups, a day can undertake up to 4 wedding photography, last Saturday, we took a picture in Hangzhou, Huizhou, Shenzhen, Guangzhou."

Pre-wedding videos, same-day quick cuts, wedding movies are the photography services provided by Lu Yiwen Studio for couples. In Lu Yiwen's view, the couple's emphasis on immediacy and sense of atmosphere has put forward new challenges for wedding photography.

"Taking the same day quick cut as an example, before each wedding ceremony begins, the editor should quickly cut the video material taken in the morning into a short film within 3 minutes, and play it for the guests to watch at the wedding ceremony. On the night of the wedding, the editor also adds a video of the ceremony to the short film and sends it to the couple the next day. Lu Yiwen said.

Compared with the wedding documentary filmed in a single camera, the requirements of the 4-8 minute wedding film in terms of equipment, camera number, lens design, sound collection, color grading, editing, etc. are also more detailed.

According to Lu Yiwen, in addition to the recommendation of old customers, there are two main channels for retaining movies: social platforms and wedding companies. "To some extent, the wedding company is our 'upstream' and will contact the guests earlier than us, but if we blindly rely on the 'upstream', it will not go far." Lu Yiwen said.

Yan Yan has 8 years of entrepreneurial experience in the vertical field of weddings, and recently what she is doing is to recommend suitable wedding planners, photographers and wedding designers for the newlyweds in the form of live broadcasting, "We have done research, many wedding practitioners will spend one-third of their working time on receiving orders, if we can be a middleman between the newcomer and the practitioner, it saves the time of both sides and reduces the intermediate link in the price."

In the latest live broadcast of "Yan Yan Wedding Diary", hundreds of brides have chosen a wedding photography studio. "Before the live broadcast, our team will screen the practitioners in various subdivisions, for example, in terms of word of mouth, in addition to investigating the professional ability of the practitioners, we will pay special attention to their sense of service, after all, the wedding is not a work of art, and the respect and tolerance of the newlyweds is the first." Yan Yan said.

"Happy business" and "internal strength" are very critical

Lu Yiwen still remembers the first wedding he filmed, "The groom is my classmate, the ceremony is just halfway through, the groom cried, I also cried behind the camera, maybe this is some kind of magic of the wedding." 」 Even if the development has reached the present, every month has to bear more than 10,000 yuan of rent and more than 200,000 yuan of labor costs, but the thought of going to the next day to shoot the wedding, there is still a passion in the heart."

When instructing the newcomer to walk and face the state of the camera, Lu Yiwen will also pay special attention to whether the emotional expression of the newcomer is natural. "We are like documentary filmmakers, we have to guide newcomers into their own stories in the atmosphere of light and shadow, invest in real emotions, and then in the process we capture those inadvertent moments." Details that people don't usually pay attention to, such as the picture of the bride hugging her parents, are often very moving in front of the camera. Lu Yiwen said.

In Yan Yan's view, the wedding industry is doing "joyful business", whether it can empathize with the newcomers, is also an important criterion for testing the professional quality of practitioners, "In the past, the industry was more than whose venue was large, whose wedding scene was good, and now everyone values who understands human nature and loves more, in fact, it is to return to the most primitive state, and the competition is 'internal strength'"

Lin Lin believes that in the final analysis, although the wedding is an event that has been prepared for several months and the process can be accurate to minutes and seconds, the "finishing touch" will still fall on the emotion. The group photo session is the part that Lin Lin is most impressed by her wedding, "My lover and I are high school classmates, teachers and classmates also came a lot on the wedding day, when we held up the high school photo and stood around the class teacher, the years were like flowing down the stairs at that moment."

(Lin Lin, Ah Bao, Yu Ai, and Yan Yan are pseudonyms in the text)

Source: China Youth Daily client