Combining consumption and social networking, discussing the characteristics of goods and peddling fashion concepts——
Why is the "grass growing economy" so hot?
The Forbidden City Corner Tower Café, queuing up to "plant grass" is endless.
Beijing Sanlitun gathers a large number of fashion brands and is a famous "planting grass" punch card.
During this year's Mother's Day, many people choose gifts for their mothers to express their hearts. The topic of "Mother's Day Gift Planting Grass" on Sina Weibo has more than 20 million readers, and in the topic, flowers, skin care products, jewelry, furniture supplies, health care products, etc. have become the object of people's Mother's Day "planting grass".
This "planting grass" is not "planting grass", not to plant flowers and grass, but to refer to the process of recommending a thing to another person and making others like such a thing." Nowadays, "planting grass" has become a popular word in the Internet, consumers can "plant grass" anything, and everything can be "planted". What are the manifestations of the "grass growing economy"? How do consumers view "planting grass"? What are the pros and cons of "planting grass"? In this regard, this newspaper conducted an interview.
New online "planting grass" gameplay
"May Day planned to go to Taiwan to play, after the destination was set, I began to look for strategies on station B (Bilibili Danmaku Network), Weibo, through 'planting grass', we found a lot of targets that need to be consumed, such as 50 Lan milk tea, phoenix yellow crisp, Kenting seafood, Hualien pineapple and paragliding, cosmeceuticals, etc., everything is ready, just waiting for spring break." Li Dongdi, who is in graduate school in Beijing, said.
"Planting grass" combines daily consumption with online social networking. In the eyes of many young people, "grass" itself has a universal and universal meaning, "planting grass" is everywhere, and everything can be "planted".
Walking on the street, seeing other people's clothes look good, they will pay attention to it, and when they chat with friends, they sometimes recommend each other to share. Nowadays, "planting grass" is widely used on social media, mainly young users. iResearch Report released the "Grass Planting Generation ⋅"Post-95" Fashion Consumption Report, which refers to the "post-95 generation" as the "grass planting generation". "Xiaohongshu, Station B, Sina Weibo, Zhihu and other well-known online platforms have a large number of 'planting grass' content, such as experience singles, regular inventory, planting grass good things, conscience recommendation, etc. are commonly used headlines." These people who share the experience are called 'up masters', 'bloggers', 'masters', etc., if there are more fans, they will also establish a fan base, and the members of the group can discuss and recommend each other. Liu Xiaomin, a young white-collar worker working in Shanghai, introduced.
Many times, friends "planting grass" with each other is a way to socialize. For example, through symbols such as "idol same style" and "same color number", you can find groups that share your own interests and gain a sense of identity and belonging. Among them, the content of "planting grass" has become a kind of talking point and a unique way of communication for young people today.
Opinion Leaders Peddle "Human Design"
Experts pointed out that while the consumption structure is changing, the consumption behavior has also made a spiritual leap from ensuring the basic needs of food, clothing, housing and transportation to the pursuit of lifestyle and life personality. For many young people, "planting grass" is not only a choice of function, but more like the symbolic meaning represented by consumers in choosing a lifestyle, personality attitude and brand.
"I prefer European and American style, usually when buying clothes, I will search for several fashion bloggers with similar styles on Weibo, and the recommended content will be written down if I like it." I want to be a real person with a broad vision, so from time to time I will pay attention to what books star bloggers such as Jiang Fangzhou are reading recently, what they are paying attention to, and shaping their ideal self in the process of following the footsteps of others. Huang Yang, a girl who works in Jiangsu, believes that "planting grass" is also a process of reinventing herself.
As a representative of a "grass planting" platform with both content and social networking, users of "Little Red Book" can use text, pictures, videos and other forms to share their daily lives on the platform, forming a virtual social circle. In addition to the content shared by ordinary netizens, a group of influential opinion leaders can often get a large amount of attention when sharing notes or recommending products, and even form trends in related fields.
"For example, before shopping for clothes, I have to do my homework on the 'Little Red Book', look at the wearing notes of related brands, and pick out my favorite style." For another example, I want to buy a SLR camera, I know that there will be a lot of professional parameter interpretation, a question will often have a lot of users to answer, let me this camera 'Xiaobai' to choose the right camera for themselves. Liu Xiaomin said.
Ding Ying, an associate professor at the Business School of Chinese Min University, believes that one of the core selling points of Internet celebrities or opinion leaders is "character setting", that is, the character image and life concept created by the Internet celebrities themselves. "Consumers are often heavily influenced by the group of references when making purchasing decisions, and one of the main reasons is the individual's sense of self-identity, that is, what kind of person they think they are and what kind of life they should live. Once they have self-identified with the personality of an influencer, consumers may be 'planted' and then purchased products recommended by influencers. Ding Ying said.
Be wary of overconsumption
Although "planting grass" as a rising social phenomenon provides convenience in daily life to break down professional information barriers and improve the efficiency of consumer decision-making, some people have also put forward different views.
Huang Yang frankly said that the same thing, different individual cognition may be biased, sometimes Xingchong bought back a lot of things, the result is found that it is not suitable for themselves, if you are lazy to retreat will be idle. At this time, you need to go to the physical store to experience it yourself and make a judgment. For the daily consumer goods that have little difference in the sense of experience or are insignificant, they do not need to spend too much time screening through "planting grass".
Wang Biqi, who lives in Beijing, believes that "planting grass" may trigger impulsive consumption. The recent fire of "lipstick brother" in the live broadcast room to try to paint 380 lipsticks, to different color numbers with different use scenarios, New Year's essentials, Christmas clothes, dating clothes, etc., ten minutes to sell tens of thousands. In fact, lipstick can never be bought, and it costs a lot of money to buy the lipstick recommended by Internet celebrities. After all, lipstick is relatively durable, and there is really no need to buy so much.
Ding Ying pointed out that "planting grass" and following the trend of consumption itself is a form of irrational consumption, should be avoided as much as possible, for consumers, delayed purchase can effectively avoid impulsive consumption, calm for a period of time may find that the products that are "planted" are not needed in life. Ding Ying suggested that young people can use the method of "psychological account" to set an upper limit on the amount of money used to purchase "grass planting" products every month to avoid excessive consumption and overdraft consumption.
In addition, some popular "net red products" were eventually found to be "three no products" or there was a problem of exaggerated publicity, which also attracted people's attention. Experts pointed out that the regulatory authorities should strengthen the supervision and accountability of the Internet platform, and the platform itself should also improve the system and maintain the quality barrier. Consumers who are "planting grass" should be more rational, especially food, cosmetics, health care products, etc., to verify in many ways to avoid harm.
Wang Zheng Wang Junling Text/Photo