Mu rwego rwo guteza imbere iterambere rihamye ry’ibicuruzwa no guteza imbere ubwoko bushya bw’ibikoreshwa, ibyifuzo by’ibikoreshwa, ibiranga imikoreshereze n’ibitekerezo by’abaturage ba “Generation Z” bavutse kuva 1995 kugeza 2009 bikwiye kwitabwaho. Nigute ushobora gukoresha neza ubushobozi bwo gukoresha no gusobanukirwa nigihe kizaza cyo gukoresha uhereye kumihindagurikire y’ibikenerwa bya “Generation Z”? Binyuze mu biganiro n’abaguzi n’impuguke, umunyamakuru w’ubukungu Daily Daily yitegereje uburyo butandukanye bwo gukoresha ibicuruzwa ndetse n’icyerekezo cyiza cyo gukoresha “Generation Z”, baganira ku bibazo biriho, bateza imbere ishyirwaho ry’imikoreshereze y’urubyiruko, kandi barekura neza ubushobozi bwabo bwo gukoresha.
Wibande kugiti cyawe no kwishimisha
Agasanduku gahumye ni kangahe ku rubyiruko? Mu mpera z'icyumweru, mu iduka rya Heshenghui Paopao Mart mu Karere ka Chaoyang, Beijing, abakoresha urumuri rwinshi hafi yo gutwara umufuka, ufite imifuka ibiri cyangwa itatu mu iduka hamwe n’imifuka yose mu iduka. Ibicuruzwa byinshi bizwi ntibyabitswe.
Hafi yimashini zicuruza impumyi zishobora kugaragara ahantu hose mumaduka, urubyiruko rwinshi rwateraniye hamwe kugirango baganire kuri serie nshya. Xu Xin, wavutse mu 1998, yagize ati: "Birashoboka ko naguze udusanduku tw’impumyi amagana. Igihe cyose izaba yanditseho IP nkunda, nzagura udusanduku duhumye. Niba urukurikirane rw'amasanduku ahumye ari rwiza, nzagura ibicuruzwa byose."
Itsinda rya "Generation Z" rifite imbaraga zo gukoresha kandi rifite intego yo kugura, kandi guhitamo no kutamenya agasanduku gahumye byujuje ibyifuzo byabo byo mumitekerereze yo guhanga udushya; Bashimishijwe no gusangira ibyo bagezeho agasanduku kabo hamwe nuburyohe budasanzwe babinyujije ku mbuga nkoranyambaga, kandi gukoresha agasanduku gahumye byahindutse “ifaranga ry’imibereho” mu rubyiruko.
Nk’uko ubushakashatsi bubyerekana, ntabwo ari ugukusanya wenyine, ahubwo ni ibikorwa bisanzwe byabafana benshi gukusanya no kugurisha udusanduku duhumye kurubuga rwa interineti rwubucuruzi. Byinshi byihishe, byihariye cyangwa hanze yimyandikire igoye kuyibona mugihe gisanzwe urashobora kuboneka kumurongo wa kabiri.
Amatsinda atandukanye afite ingeso zitandukanye zo gukoresha, uburyo bwo gukoresha hamwe nibitekerezo byo gukoresha. "Igisekuru Z" gifite imiyoboro yabyo, bityo nanone yitwa "Cyber Generation" na "Internet Generation". Dukurikije imibare y’ikigo cy’igihugu gishinzwe ibarurishamibare mu 2018, umubare w’abantu bavukiye ku mugabane w’Ubushinwa kuva mu 1995 kugeza 2009 wari miliyoni 260. Dukurikije amakuru manini ateganijwe, “Igisekuru Z” kigera munsi ya 20% byabaturage bose, ariko uruhare rwacyo mukoresha rugeze kuri 40%. Mu myaka 10 iri imbere, 73% by'abaturage ba "Generation Z" bazahinduka abakozi bashya; Kugeza mu 2035, igipimo rusange cy’imikoreshereze ya “Generation Z” kiziyongera inshuro enye kugera kuri tiriyari 16 z'amayero, twavuga ko ari cyo kintu cy'ingenzi mu kuzamura isoko ry'ibicuruzwa bizaza.
“Abaguzi ba 'Generation Z' bibanda cyane ku byo bakeneye ndetse no kwihesha agaciro, kandi bakita cyane ku byo ukoresha ku giti cyabo ndetse no ku bunararibonye.” Ding Ying, umwarimu wungirije akaba n’umugenzuzi wa dogiteri w’ishuri ry’ubucuruzi rya kaminuza ya Renmin yo mu Bushinwa, yizera ko “Igisekuru Z” cyemera kandi kirimo umuco, kandi gishyigikira imico itandukanye. "Igisekuru Z" ishishikajwe no kwishingikiriza ku bice bitandukanye by'uruziga kugira ngo ishakishe indangamuntu binyuze mu gukoresha uruziga, nk'ibintu bibiri, imikino, udusanduku duhumye, n'ibindi.
Ati: "Icyo nambara cyane mu buzima bwanjye bwa buri munsi ni ishati y'Abashinwa yahinduwe ifite ijipo yo mu maso, ntabwo ari nziza gusa, ahubwo inorohereza ingendo za buri munsi." Liu Ling, “umuguzi nyuma ya 95 ″ ukorera i Datong, muri Shanxi, na we yaguze umusatsi mushya w’Abashinwa kuri interineti, uhendutse kandi byoroshye guhuza.
Nk’uko imibare y’ubushakashatsi yashyizwe ahagaragara muri raporo ibigaragaza, 53.4% by’ababajijwe bafite icyizere ku myambarire y’igihugu, kandi bemeza ko mu myaka yashize, ibicuruzwa byinshi byinjijwe mu buryo bw’Abashinwa, bifasha mu guteza imbere umuco gakondo. Nyamara, 43.8% by'ababajijwe nta byiyumvo bafite ku rwego rw'igihugu, kandi batekereza ko biterwa ahanini n'ibicuruzwa ubwabyo. Mu bantu bakunda umuco w’imyambarire y’igihugu, 84.9% bakunda imyambarire y’abashinwa n’imyambarire y’imyambarire y’igihugu, naho 75.1% by’abakoresha bavuze ko impamvu yo kwishora mu myambarire y’imyambarire y’igihugu ari ukunoza imyumvire yabo ndetse no kwishimira umuco gakondo.
Kwambara imyenda mishya y'Ubushinwa, kunywa icyayi gishya cy'Ubushinwa, gufata amashusho mashya y'Ubushinwa… Mu myaka yashize, ibicuruzwa bya Guochao Guofeng byarushijeho gukurura abakiriya bato kandi bihinduka uburyo bushya bwo gukoresha. Raporo y’ubushakashatsi bw’urubyiruko rwa Guochao rwashyizwe ahagaragara na Xinhuanet na Digivo App, ugereranije n’imyaka 10 ishize, ubushakashatsi bwa Guochao bwiyongereyeho inshuro zirenga eshanu, kandi nyuma ya 90 na nyuma ya 00 byatanze 74% by’ikoreshwa rya Guochao.
Uyu munsi, itsinda rya "Igisekuru Z" rifite umuco wo kwigirira umuco. Bashishikajwe no gukurikirana ibirango by'imyambarire y'igihugu kandi bakunda cyane ibicuruzwa birimo imico gakondo y'Ubushinwa. Haba kwambara hanfu, kuryoha ibiryo bya Guochao, cyangwa gukoresha ibikoresho bya elegitoroniki bya Guochao, abakoresha bato bagaragaza urukundo rwabo no kumenyekanisha umuco wa Guochao. Nk’uko imibare ibigaragaza, mu mishinga y’igihugu yo gukoresha imideli, ibicuruzwa birimo ibintu nk’Umujyi wabujijwe, Dunhuang, Sanxingdui, amateka y’imisozi n’inyanja, hamwe n’ibimenyetso cumi na bibiri bya zodiac bikundwa n’urubyiruko.
Iterambere rishya ryibicuruzwa "bigezweho" byibicuruzwa byabashinwa bihora byujuje ibyifuzo bitandukanye, byihariye kandi bikenerwa murwego rwo gukoresha "Itsinda Z". Ugereranije no gukurikirana ibirango, amatsinda menshi y’abaguzi yoroheje bamenya buhoro buhoro ko icyitwa "Pingdi" gishobora guhaza ibyo bakeneye muburyo bwubukungu, bityo bakaba bafite ubushake bwo kwishyura ibicuruzwa byujuje ubuziranenge kandi byihariye "ibicuruzwa bigezweho".
Bitandukanye n’ibicuruzwa n’ubukerarugendo gakondo, uburyo butandukanye bw’ubukerarugendo, nka City Walk, “kujya mu mujyi gukina”, na “ingendo zinyuranye”, byashimishije amatsinda menshi ya “Generation Z”, ahitamo guhitamo aho ubukerarugendo bushobora gutanga uburambe budasanzwe.
Itsinda "Igisekuru Z" ryita cyane kubitandukanya nibyifuzo byihariye, kandi bizishimira ubuzima, byite kumiterere ninyungu. Ntibanyuzwe no gutembera mumatsinda gakondo nibicuruzwa bisanzwe byubukerarugendo, ariko bahitamo guhitamo inzira idasanzwe kandi yihariye. Ubwoko bushya bwamacumbi nko kuguma murugo hamwe na hoteri yimyandikire yakirwa nurubyiruko, rwishimira umunezero wo guhuza umuco waho no kubaho mubuzima butandukanye murugendo rwabo.
Ati: "Nkunze koza amashusho magufi nkabona ahantu heza, ku buryo nifuza kujyayo cyane. Ubu ingamba z'ingendo ku mbuga nkoranyambaga nazo ziragutse cyane, ku buryo nshobora kujya ahantu hose." Qin Jing wiga i Beijing, yavuze nyuma ya “00 ″.
Nk’abasangwabutaka ba interineti, amatsinda menshi ya "Generation Z" yishingikiriza cyane ku mbuga nkoranyambaga kugira ngo abone amakuru y’ingendo kandi asangire uburambe. Mu rugendo rwabo, bashishikajwe no gufata amafoto na videwo nziza no kubisangiza inshuti n’abafana babinyujije mu ruzinduko rw’inshuti za WeChat, Tiao Yin, Xiaohongshu n’izindi mbuga nkoranyambaga, ibyo bikaba bidahuye gusa n’imibereho, ahubwo binateza imbere ibicuruzwa by’ubukerarugendo.
Witondere cyane igipimo cyibiciro cyiza
Cai Hanyu, umuturage wa Beijing, n'umugabo we bafite injangwe ebyiri. Abashakanye kandi batabyara bafite umwanya, imbaraga nubushobozi bwo gukoresha amatungo, kandi bakoresha amafaranga 5000 kumatungo buri mwaka. Usibye amafaranga y'ibanze nk'ibiryo by'injangwe n'imyanda, duhora dufata amatungo yo kwisuzumisha ku mubiri, kwiyuhagira, no kugura imirire y'amatungo, ibiryo, ibikinisho, n'ibindi.
Cai Hanyu yagize ati: "Ugereranije n'izindi nshuti zibika injangwe, amafaranga dukoresha ntabwo ari menshi, kandi 'kurya' ni yo abenshi muri bo. Ariko niba injangwe irwaye, bizatwara amafaranga ibihumbi cyangwa ibihumbi icumi icyarimwe, kandi turimo gusuzuma niba twagura ubwishingizi bw'amatungo.”
Inshuti ya Cai Hanyu Cao Rong ifite imbwa yinyamanswa, kandi amafaranga ya buri munsi ari menshi. Cao Rong yagize ati: "Nanjye nkunda kujyana imbwa yanjye mu ngendo, kandi niteguye kwihanganira igihembo cya resitora y’inyamanswa ndetse no kuguma mu rugo. Nitugenda twenyine, tuzizera imbwa mu iduka ryacumbikamo, kandi igiciro ni 100 cyangwa 200 ku munsi." Mu rwego rwo gukemura ibibazo nko guta umusatsi numunuko wibikoko byamatungo, Cai Hanyu na Cao Rong baguze ibyuma bisukura ikirere hamwe nuwumisha hamwe numurimo wo gukuraho umusatsi.
Igipimo nicyiciro cyo gukoresha amatungo biriyongera vuba. Usibye ibiryo bikomoka ku matungo gakondo, gukoresha amafoto y’amatungo, kwigisha amatungo, gukanda ibikoko, gushyingura amatungo nizindi serivisi byanashimishije urubyiruko. Hariho kandi bamwe mu rubyiruko bakora umwuga mushya nk'abashinzwe amatungo n'abashinzwe itumanaho.
Imibare irerekana ko abantu bafite hagati yimyaka 19 na 30 bangana na 50% byamatsinda yo kurya amatungo kuri Taobao na Tmall. "Igisekuru Z" cyahindutse imbaraga nyamukuru zo kuzamura inganda zinyamanswa. Iyo uguze ibikomoka ku matungo, cyane cyane ibiryo, abaguzi benshi batekereza ko ubuziranenge n’umutekano aribyo byambere bitekerezwaho, bigakurikirwa nigiciro nikirango.
Ati: "Nziga nitonze ibihimbano, igereranyo n'abakora ibiryo by'injangwe, kandi mpitemo ibicuruzwa byiza bitungwa n'amatungo mu bushobozi bwanjye." Cai Hanyu mubusanzwe ibika ibicuruzwa mugihe cya “618 ″,“ Double 11 ″ nibindi bihe byo kwamamaza. Kuri we, “gushyira mu gaciro” bigomba kuba ihame ryo kurya amatungo - “ntukurikize inzira, ntukishuke; intara, indabyo”.
Igihe Cai Hanyu na Cao Rong baganiraga ku kamaro k’amatungo, bombi bavuze ko amatungo ari “abo mu muryango” bafite ubushake bwo gutanga uburambe bwiza ku matungo. ”Gukoresha amafaranga ku matungo birashimishije kuruta gukoresha amafaranga wenyine.” Cai Hanyu yavuze ko inzira yo korora amatungo ihesha ingororano kandi yuzuye, ibyo bikaba ari ibintu bishimishije kandi bitanga ibitekerezo. Kuri we, kugura amatungo nabyo ni amarangamutima.
Mu rwego rwo gukoresha agaciro keza, ibirango byimbere mu gihugu bigenda bitoneshwa nabaguzi.
Pekin yera-umukunzi Wu Yi ashora amafaranga arenga 50000 muri “ubwiza” buri mwaka, harimo kugura ibicuruzwa byita ku ruhu, kwisiga, ubuforomo, ubwiza bw’ubuvuzi, umusatsi no kwita ku nzara. "Imikorere ni iyambere, ikurikirwa n'ibiciro n'ibirango. Tugomba guhitamo icyadukwiriye, ntidukurikize buhumyi igiciro gito." Ku bijyanye no guhitamo kwisiga, Wu Yi yavuze ko ihame rye ari “hitamo igikwiye, aho kuba ihenze”.
Wu Yi numukozi wo kugura igihe gito. Nk’uko yabibonye, nyuma ya 00s zizera cyane ibirango byo mu gihugu kuruta nyuma ya 90. "Iyo 'post-00s' zifite ubushobozi bwo kurya, isoko ry’amavuta yo kwisiga yo mu gihugu ryarushijeho kuba risanzwe.
Bamwe mu baguzi bemeje ko bazita ku bicuruzwa byo mu rugo mu kwisiga, mu maso no mu bindi bicuruzwa, ariko ibicuruzwa “bihenze” nka face cream na essence bikomeza guhitamo ibicuruzwa bitumizwa mu mahanga. Wu Yi yagize ati: "Ntabwo ari uguhiga buhumyi ibicuruzwa byo mu mahanga, ariko ibicuruzwa bimwe na bimwe bifite patenti ku bicuruzwa byo mu mahanga, kandi ikoranabuhanga ry'umusaruro rirayobora. Nta cyasimburwa mu Bushinwa kugeza ubu."
Umusaruro wo kwisiga murugo mubijyanye na efficacy wateye imbere byihuse. Mu myaka yashize, inganda nyinshi zo murugo zirimo gukora udushya twa R&D no kunoza tekiniki, kandi ni byiza gukurura abaguzi binyuze kuri e-ubucuruzi, gutangaza amakuru, ndetse nimbuga nkoranyambaga. Urwego rwibicuruzwa nishusho yikimenyetso biratera imbere.
Intangiriro yo gukoresha ubwiza nukwishima. Ingaruka zinjiza, Wu Yi igiteranyo cyo gukoresha agaciro mumaso yagabanutse. "Ukurikije gahunda igenda igabanuka" kwinezeza ", ingamba za Wu Yi ni ukugabanya inshuro za salon de coiffure, no guhindura imikoreshereze ya salon yimisumari kuva guhaha ukambara imisumari; Ntibikiri" kubika "ibicuruzwa byita ku ruhu, ahubwo ugerageze kwemeza amafaranga akoreshwa mu kwita no kwisiga. Nyuma yo kugura ibicuruzwa bifitanye isano, Wuyi azanasangiza abandi ubunararibonye bwe ku mbuga nkoranyambaga. Ati:" Kandi ni ibintu bishimishije. "
Ibyiza byo kurekura ubushobozi bwo gukoresha
Muri iki gihe, gukoresha urubyiruko ntibikiri ngombwa kugira ngo bikenure ibintu by'ibanze bikenewe, ahubwo ni ukunezeza uburambe no gukurikirana ubuzima bwiza. Yaba “kwishimisha” cyangwa “agaciro k'amarangamutima”, ntibisobanura kurya utabishaka cyangwa kurya buhumyi. Gusa nukugumana uburinganire hagati yo gushyira mu gaciro n'amarangamutima birashobora gukoreshwa birambye.
Raporo ivuga ku mikoreshereze y’urubyiruko muri iki gihe yashyizwe ahagaragara n’ikigo cy’ubushakashatsi cya DT hamwe na Meituan Takeout, 65.4% by’ababajijwe bemeza ko “ibyo kurya bigomba kuba mu mbibi z’umuntu”, naho 47.8% by’ababajijwe bemeza ko “nta myanda, igura ibyo ukeneye”. Kugirango tubone "agaciro k'amafaranga" kuri buri giceri cyakoreshejwe, abagera kuri 63,6% by'ababajijwe bazibanda ku ngamba, 51.0% bafata iya mbere bashake ama coupons y'ibicuruzwa, naho 49.0% by'ababajijwe "Gen Z" bazahitamo kugura ibicuruzwa hamwe n'abandi.
Ubushakashatsi bwerekanye ko nubwo "Igisekuru Z" gishyize mu gaciro mugukoresha, hari nibintu bimwe na bimwe bikwiye kwitabwaho.
Ubwa mbere, kunywa ibiyobyabwenge, indangagaciro zitandukana nibindi bibazo ntibigomba gusuzugurwa.
Ati: "Ku bihembo bimwe na bimwe bitari bisanzwe, ibihembo bishishikaje ndetse n'ibihembo bidashyize mu gaciro, inzego zishinzwe kugenzura ibikorwa zita ku nshingano kandi zishyiraho ingamba z’imiyoborere, nko gusaba urubuga gutanga inama ku bihembo byinshi, cyangwa gushyiraho igihe cyo gukonjesha no kwibutsa gukoresha neza." Liu Xiaochun, umuyobozi w'ikigo gishinzwe ubushakashatsi ku mategeko ya kaminuza ya kaminuza y’ishuri ry’ubumenyi bw’imibereho mu Bushinwa, yavuze ko ku bana bato muri “Generation Z”, bakoresha amafaranga y’ababyeyi mu bihembo bya radiyo ndetse n’ibindi bakoresha. Niba bigaragara ko bidahuye n'ubushobozi bwo gukoresha abana bato n'ubushobozi bwo kumenya, birashobora kuba birimo amasezerano atemewe, kandi ababyeyi barashobora gusaba gusubizwa.
Mugukoresha, uburyo abantu "Houlang" baragwa indangagaciro gakondo nkakazi gakomeye byateye impungenge. Urebye ibintu nkibi “kuryama neza”, “Budisime” no “guhekenya abageze mu zabukuru”, impuguke zabajijwe zirahamagarira “Igisekuru Z” gushyiraho igitekerezo gikwiye cyo gukoresha. Liu Junhai, umwarimu w’ishuri ry’amategeko muri kaminuza ya Renmin yo mu Bushinwa, yavuze ko urubyiruko rugomba gushishikarizwa kubaho mu buryo buhuje n’ubushobozi bwabo kandi rukarukoresha mu buryo bushyize mu gaciro, kwagura umwanya w’ibicuruzwa bikoreshwa mu iterambere, kwagura ubwinshi bw’ibikomoka ku byishimo, no kuyobora mu buryo bushyize mu gaciro ibyo kurya.
Icya kabiri, ikibazo cyibicuruzwa byanditseho ibinyoma biragaragara cyane, kandi ukuri kugoye kubigenzura.
Fata urugero rwibiryo byinjangwe. Mu myaka yashize, hamwe n’isoko ry’amatungo rigenda rirushaho “kuzunguruka”, ubwiza bw’ibiribwa by’injangwe bwo mu rugo bwagiye butera imbere. Bamwe mu babajijwe bavuze ko ikibazo cya label y'ibinyoma y'ibiryo by'injangwe kigaragara cyane ubu. Ukuri kurutonde rwibigize ibiryo byinjangwe bigomba kugenzurwa. Ibiryo by'injangwe mpimbano n'ibiryo by'injangwe bifite ubumara bigenda bigaragara ku isoko kimwekindi, ibyo bikaba byaragize ingaruka ku bushake bw'abaguzi. Bizera ko inzego zibishinzwe zizashimangira ubugenzuzi, zigashyiraho amahame yihariye, kandi ibicuruzwa binini bizafata iyambere mu kwerekana no kwishyira ukizana kugira ngo bizamure neza urwego rw’umutekano n’ibicuruzwa by’amatungo.
Icya gatatu, ikiguzi cyo kurengera uburenganzira bwabaguzi ni kinini kandi biragoye kurengera uburenganzira.
Bamwe mu babajijwe bavuze ko bizeye ko ingamba zinyuranye z’amabwiriza zishobora gushyirwa mu bikorwa neza, inzira zidasanzwe zo gukemura ibibazo zishobora gufungurwa, kandi abaguzi ntibashobora na rimwe kureka imyitwarire y’abashuka. Gusa nukuzamura rwose urwego rwa tekiniki, ubuziranenge bwibicuruzwa hamwe nubunyamwuga bwa serivisi abakiriya bashobora kugira ikizere cyo gukoresha.
Fata urugero rwubwiza bwubuvuzi. Nubwo ubwiza bwubuvuzi bugenda burushaho kumenyekana, urubyiruko rwinshi "ruzorohereza ubwiza bwubuvuzi" mugihe cyo kuruhuka kwa sasita kumunsi wicyumweru, isoko rivanze muri rusange, ibicuruzwa bimwe ntabwo byemewe guterwa inshinge, ibigo bimwe byubwiza bwubuvuzi ntabwo byujuje ibyangombwa, kandi ibikoresho byubwiza bwubuvuzi biragoye kubitandukanya. Ababajijwe bavuze ko imishinga imwe n'imwe ishobora kugira ingaruka ako kanya, ariko ingaruka zagiye zigaragara nyuma yimyaka myinshi. Igihe bashakaga gusaba indishyi, iduka ryari ryarahunze.
Liu Junhai yizera ko igitekerezo cyo gukoresha neza urubyiruko kigomba gushyirwa mubuzima bwumwuka, ubuzima bwumubiri, ubuzima bwumuco nizindi nzego. Guverinoma, ibigo n'imbuga bigomba kubyitondera kugirango abaguzi babashe kurya nta mpungenge kandi bashyira mu gaciro. Muri icyo gihe, birakenewe kandi guha amahirwe urubyiruko rwo kuba indashyikirwa, kugirango ruteze imbere ibyo kurya.
Ati: “Urubyiruko rwita ku mikoreshereze y’urubyiruko rugomba, ku rundi ruhande, guhuza ibyo bakunda ndetse n’ibyo bakunda, ku rundi ruhande, bikabaha ubuyobozi bwiza kandi bukabafasha gushyiraho icyerekezo cyiza cyo gukoresha.” Ding Ying yasesenguye ko kubera ko "Igisekuru Z" cyibanda ku kunezeza ibyo bakoresha no kwibonera ibyo kurya, kandi bikarushaho kuba umuntu mu guhitamo ibicuruzwa, guverinoma n’inganda zishobora gutanga ibicuruzwa byumwimerere, byihariye bifite uburambe bukomeye bwo kumva bishobora guhuza ibyifuzo bitandukanye kandi byihariye bya "Igisekuru Z", bikagaragaza ibishushanyo mbonera byurubyiruko, ubuzima, ubuzima, imyambarire, no kurushaho guteza imbere ubuzima.
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