Mumamiriro ezvinhu ekusimudzira kukura kwakadzikama kwekushandisa uye kusimudzira mhando nyowani dzekushandisa, kudiwa kwekushandisa, hunhu hwekushandisa uye pfungwa dzekushandisa dze "Generation Z" huwandu hwevanhu vakazvarwa kubva 1995 kusvika 2009 vanofanirwa kutariswa. Maitiro ekubata zvirinani mukana wekushandisa uye kubata ramangwana rekushandisa maitiro kubva pakuchinja kwekuda kwekushandisa kwe "Generation Z"? Kuburikidza nekubvunzurudzwa nevatengi uye nyanzvi, mutori wenhau weEconomic Daily akacherekedza pfungwa yekushandiswa kwakasiyana-siyana uye mamwe mashandisiro ane musoro e "Generation Z", akakurukura nezvematambudziko aripo, akakurudzira kuumbwa kwenzvimbo yekushandiswa kwevechidiki, uye kuburitsa zvirinani mukana wekushandisa.
Tarisa pane wega uye kunakidzwa
Ko bhokisi remapofu rakanaka sei kune vechidiki? Pakupera kwevhiki, pachitoro cheHeshenghui Paopao Mart muChaoyang District, Beijing, vatengi vazhinji vakareruka vanenge vakatakura bhegi, nemabhegi maviri kana matatu muchitoro uye seti yese yemabhegi muchitoro. Zvigadzirwa zvakawanda zvakakurumbira zvave kupera.
Pedyo nemichina yokutengesera yebhokisi remapofu inogona kuonekwa kwose kwose munzvimbo dzokutengesera, vechiduku vakawanda vakaungana kuti vakurukure nyaya itsva. Xu Xin, akaberekwa muna 1998, akati: “Zvichida ndakatenga mazana emabhokisi emapofu. Chero bedzi akanyorwa kuti IP yandinoda, ndichatenga mabhokisi emapofu.
Boka re "Generation Z" rine simba rekushandisa rakasimba uye chinangwa chakasimba chekutenga, uye kusaziva uye kusaziva kwebhokisi remapofu zvinongosangana nezvido zvavo zvepfungwa zvezvitsva uye kukurudzira; Vanofara kugovera bhokisi ravo remapofu kubudirira uye kuravira kwakasiyana kuburikidza nemagariro evanhu, uye kushandiswa kwebhokisi rebofu rave "mari yemagariro" pakati pevechidiki.
Maererano neongororo, haisi kungozviunganidza chete, asiwo maitiro ekushanda kwevazhinji mafeni kuunganidza uye kutengesa mabhokisi mapofu paInternet yechipiri-ruoko yekutengesa chikuva. Mazhinji akavanzika, akasarudzika kana ekunze ekudhinda masitayipi akaoma kuwana panguva dzakajairwa anogona kuwanikwa pamapuratifomu echipiri-ruoko.
Mapoka emazera akasiyana ane maitiro akasiyana ekushandisa, maitiro ekushandisa uye pfungwa dzekushandisa. "Generation Z" ine network yayo gene, saka inonziwo "Cyber Generation" uye "Internet Generation". Zvinoenderana nedata reNational Bureau of Statistics muna 2018, huwandu hwevanhu vakazvarwa muChina kubva 1995 kusvika 2009 hwaive mamirioni mazana maviri nemakumi matanhatu. Zvinoenderana nefungidziro huru yedata, "Generation Z" inoverengera isingasviki makumi maviri muzana yehuwandu hwevanhu, asi mupiro wayo mukushandisa wasvika makumi mana%. Mumakore gumi anotevera, 73% yehuwandu hwe "Generation Z" ichave vashandi vatsva; Pakazosvika 2035, huwandu hwese hwekushandisa hwe "Generation Z" huchawedzera zvakapetwa kana kusvika kugumi nematanhatu yuan, izvo zvinogona kunzi ndicho chinhu chakakosha chekukura kwemusika wekushandisa mune ramangwana.
"Vatengi ve'Generation Z' vanotarisa zvakanyanya pane zvinodiwa munharaunda uye yekuzviremekedza, uye kutarisisa mashandisiro emunhu uye kushandisa ruzivo." Ding Ying, purofesa anoshanda nechiremba weRenmin University yeChina Bhizinesi Chikoro, anotenda kuti "Generation Z" iri kugamuchira uye kubatanidza tsika, uye inotsigira hunhu hwakasiyana. "Generation Z" inoshuvira kuvimba neakasiyana madiki denderedzwa akaturikidzana etiweki kutsvaga kuzivikanwa kuburikidza nedenderedzwa dhizaini mashandisirwo, akadai sehuviri, mitambo, mabhokisi mapofu, nezvimwe.
"Chandinonyanya kupfeka muhupenyu hwangu hwezuva nezuva shati yeChinese yakagadziridzwa ine siketi yechiso chebhiza, iyo isiri yakanaka chete, asiwo yakanakira kuenda zuva nezuva." Liu Ling, "post-95" mutengi anoshanda muDatong, Shanxi, akatengawo hairpin nyowani yeChinese online, yakachipa uye iri nyore kuenderana.
Maererano neongororo yedata yakaburitswa mumushumo wakakodzera, 53.4% yevakabvunzwa vane tarisiro pamusoro pefashoni yenyika, uye vanotenda kuti mumakore achangopfuura, zvigadzirwa zvakawanda zvakabatanidzwa mumutauro weChinese, izvo zvinobatsira kusimudzira tsika dzechinyakare. Zvisinei, 43.8% yevakapindura havana manzwiro emvura yenyika, uye vanofunga kuti inonyanya kuenderana nechigadzirwa chacho. Pakati pevanhu vanofarira tsika yefashoni yenyika, 84.9% seChinese style uye fashoni yenyika zvipfeko, uye 75.1% yevashandisi vakati chikonzero chekufarira zvipfeko zvefashoni yenyika kuvandudzwa kwekunzwa kwavo uye kudada netsika dzechinyakare.
Kupfeka hembe nyowani dzekuChina, kunwa tii nyowani yekuChina, kutora mifananidzo mitsva yeChinese… Mumakore achangopfuura, zvigadzirwa zveGuochao Guofeng zvawedzera kukwezva kuvatengi vechidiki uye zvave tsika itsva yekushandisa. Zvinoenderana neChirevo cheMudiki Consumption Insight yeGuochao Brand yakaburitswa neXinhuanet neDigivo App, zvichienzaniswa nemakore gumi apfuura, kufarirwa kweGuochao kutsvaga kwakawedzera kanopfuura kashanu, uye iyo post-90s uye post-00s yakabatsira 74% yeGuochao kushandiswa.
Nhasi, boka re "Generation Z" rine chivimbo chakasimba chetsika. Vanoda kwazvo kutsvaga mhando dzemafashoni emunyika uye vane sarudzo yakakosha yezvigadzirwa zvinosanganisira tsika dzechiChinese. Kunyangwe kupfeka hanfu, kuravira Guochao cuisine, kana kushandisa Guochao zvigadzirwa zvemagetsi, vatengi vadiki vanoratidza rudo rwavo uye kuzivikanwa kweGuochao tsika. Zvinoenderana nenhamba, pakati pemapurojekiti emunyika ekushandisa fashoni, zvigadzirwa zvinosanganisira zvinhu zvakaita seGuta Rakarambidzwa, Dunhuang, Sanxingdui, makirasi emakomo nemakungwa, uye gumi nemaviri zviratidzo zvezodiac zvinofarirwa nevechidiki.
Iko kuvandudza kwe "zvigadzirwa zvemazuva ano" zvezvigadzirwa zveChinese zvinogara zvichisangana neyakasiyana, yakasarudzika uye yakaturikidzana yezvinodiwa zve "Generation Z" boka. Zvichienzaniswa nekutsvaga kwechiratidzo, mapoka akawanda evatengi akajeka zvishoma nezvishoma anoona kuti iyo inonzi "Pingdi" inogona kuzadzisa zvavanoda nenzira ine hupfumi, saka ivo vanonyanya kuda kubhadhara zvemhando yepamusoro uye zvakasiyana-siyana zvenyika "zvigadzirwa zvemazuva ano".
Zvakasiyana kubva kuzvigadzirwa zvechinyakare zvekushanya nemasevhisi, nzira dzakasiyana dzekushanya dzekushanya, dzakadai seGuta Walk, "kuenda kuguta kunotamba", uye "kudzokera kumashure", zvakakwezva kutarisisa kwemapoka mazhinji e "Generation Z", avo vanosarudza kusarudza nzvimbo dzekushanya dzinogona kupa zviitiko zvakasiyana.
Boka re "Generation Z" rinotarisa zvakanyanya kusiyanisa uye zvido zvevanhu, uye vanonakidzwa nehupenyu, teerera kune hunhu uye kufarira. Ivo havachagutsikane nevechinyakare boka kushanya uye zvakamisikidzwa zvigadzirwa zvekushanya, asi vanosarudza kusarudza yakasarudzika uye yakasarudzika nzira yekufamba. Mhando itsva dzekugara dzakadai sekugara kumba uye script hotera inogamuchirwa nevechidiki, vanonakidzwa nekunakidzwa kwekubatanidza tsika dzemunharaunda uye kusangana nemararamiro akasiyana mukufamba kwavo.
"Ndinowanzo kukwesha vhidhiyo pfupi ndotsvaga nzvimbo yakanaka, saka ndinoda kuendako zvakanyanya. Iye zvino nzira dzekufamba pasocial media dzakazara, saka ndinogona kuenda chero kupi." Qin Jing, ari kudzidza kuBeijing, akati mushure me "00".
SevaAborigines vepaInternet, mapoka mazhinji e "Generation Z" anovimba zvakanyanya nemapuratifomu enhau kuti awane ruzivo rwekufamba uye kugovana zviitiko zvekufamba. Munguva yekufamba kwavo, vanoda chaizvo kutora mapikicha akanaka nemavhidhiyo uye kugovana navo neshamwari nevateveri kuburikidza neWeChat shamwari denderedzwa, Tiao Yin, Xiaohongshu uye mamwe mapuratifomu emagariro, ayo asingaite chete zvinodiwa munharaunda, asiwo anokurudzira mukurumbira wezvigadzirwa zvekushanya.
Bhadhara zvakanyanya kuhuwandu hwemutengo wehutano
Cai Hanyu, mugari weBeijing, nemurume wake vane katsi mbiri dzinovaraidza. Vakaroora uye vasina mwana vakaroora vane nguva, simba uye kugona kushandisa kupfuya, uye vanopedza 5000 yuan pamhuka dzinovaraidza gore rega rega. Pamusoro pemari yekutanga senge chikafu chekitsi nemarara, isu tinogara tichitora mhuka dzinovaraidza kuti dziongorore muviri, kugeza, uye kutenga chikafu chemhuka, chikafu, matoyi, nezvimwe.
“Tichienzanisa nedzimwe shamwari dzinochengeta katsi, mari dzedu hadzina kukwirisa, uye maakaundi e‘kudya’ kwevakawanda vavo.” Asi kana katsi ikarwara, inodhura zviuru kana makumi ezviuru zvemayuan panguva imwe chete, uye tiri kufunga nezvokutenga inishuwarenzi yezvipfuyo,” akadaro Cai Hanyu.
Shamwari yaCai Hanyu Cao Rong ane imbwa inopfuyiwa, uye mari yemazuva ese yakakwira. Cao Rong akati, "Iniwo ndinoda kutora imbwa yangu panzendo, uye ndakagadzirira kutakura premium yezvokudya zvinovaraidza zvezvipfuwo uye pekugara pamba. Kana tikafamba tega, tichavimba nembwa muchitoro chebhodhi, uye mutengo i100 kana 200 yuan pazuva." Kuti agadzirise matambudziko akadai sekudonha kwebvudzi uye kunhuwa kwemhuka dzinovaraidza, Cai Hanyu naCao Rong vakatenga zvinonatsa mhepo uye zvekuomesa zvine basa rekubvisa bvudzi.
Chiyero uye chikamu chekudyiwa kwezvipfuyo chiri kukura nekukurumidza. Pamusoro pechikafu chikafu chezvipfuyo, kushandiswa kwekutora mifananidzo yezvipfuyo, dzidzo yezvipfuyo, masaja ezvipfuyo, mariro emhuka uye mamwe masevhisi zvakare akwezva kutarisa kwevechidiki. Kune zvakare vamwe vechidiki vari kuita mabasa matsva akadai sematikitivha ezvipfuyo uye vatauri vezvipfuyo.
Nhamba dzinoratidza kuti vanhu vane makore gumi nemapfumbamwe kusvika makumi matatu vanoverengera anopfuura makumi mashanu muzana emapoka ekudya zvipfuyo zvemhuka paTaobao neTmall. "Generation Z" ndiyo yave simba guru rekusimudza indasitiri yezvipfuyo. Paunenge uchitenga zvigadzirwa zvemhuka, kunyanya chikafu, vatengi vazhinji vanofunga kuti kunaka uye kuchengetedzeka ndiyo yekutanga kufunga, inoteverwa nemutengo uye mhando.
"Ini ndichanyatso ongorora maumbirwo, chikamu uye mugadziri wechikafu chekatsi, uye ndosarudza zvakanakisa zvigadzirwa zvemhuka dzinovaraidza maererano nezvandinogona." Cai Hanyu anowanzo chengetedza zvinhu panguva ye "618", "Double 11" nedzimwe nguva dzekusimudzira. Semaonero ake, “kunzwisisa” kunofanira kunge kuri musimboti wekushandisa mhuka dzinovaraidza – “usatevedze maitiro, usanyengerwa; dunhu, ruva”.
Pakutaura nezvekukosha kwemhuka dzinovaraidza, Cai Hanyu naCao Rong vose vakatsanangura mhuka dzinovaraidza se "nhengo dzemhuri" dzinoda kupa ruzivo rwehupenyu huri nani kune mhuka dzinovaraidza. "Kushandisa mari pamhuka dzinovaraidza kunogutsa pane kushandisa mari iwe pachako." Cai Hanyu akati maitiro ekurera zvipfuyo ane mubairo mukuru uye anogutsa, chinova chiitiko chinonakidza chakananga uye mhinduro yemanzwiro. Mune maonero ake, kutenga kwechipfuwo zvakare kudyiwa kwemanzwiro.
Mumunda wekushandiswa kwechiso, mhando dzepamba dziri kuwedzera kufarirwa nevatengi.
Beijing chena-collar Wu Yi inodyara anopfuura zviuru zvishanu zveyuan mu "runako" gore rega rega, kusanganisira kutenga zvigadzirwa zvekuchengetedza ganda, zvekuzora, mukoti, runako rwekurapa, bvudzi uye mbambo. "Kubudirira ndiko kwekutanga, kuchiteverwa nemutengo nemhando. Tinofanira kusarudza iyo inoenderana nesu, kwete kutevedzera mutengo wakaderera." Kana zvasvika pakusarudzwa kwezvizoro, Wu Yi akati musimboti wake ndewe "sarudza chaiyo, kwete inodhura".
Wu Yi inhengo yenguva-yekutenga mumiriri. Sekureva kwake, iyo post-00s ine kuvimba kwakanyanya mumhando dzepamba pane iyo post-90s. "Kana ma'post-00s' akwanisa kushandisa, misika yezvigadzirwa zvemumba yave yakaenzana. Ve' post-00's vanovimba zvakanyanya nesocial media, uye ma brand emumba ane hunyanzvi hwekushambadzira. Vane maonero akanaka ezvigadzirwa zvemumba pazere."
Vamwe vatengi vakabvuma kuti vaizofunga nezvemhando dzepamba mune zvekuzora, masiki kumeso uye zvimwe zvigadzirwa, asi "zvinodhura" zvigadzirwa zvakaita sekirimu yechiso uye essence zvichiri kuda zvigadzirwa zvinotengeswa kunze kwenyika. Wu Yi akati: "Hakusi kudzingirira zvigadzirwa zvekunze neupofu, asi zvimwe zvigadzirwa zvine patent yemhando dzekunze, uye tekinoroji yekugadzira iri kutungamira. Hapana chinotsiva muChina parizvino."
Kubuda kwezvizoro zvemumba maererano nekushanda kwakakurumidza kufambira mberi. Mumakore achangopfuura, vazhinji vagadziri vepamba vari kuita R&D innovation uye kuvandudza tekinoroji, uye vakanaka pakuwana kutariswa kwevatengi kuburikidza ne e-commerce, nhepfenyuro yehupenyu, uye magariro media. Chigadzirwa level uye chimiro chemhando zviri nani.
Chinokosha chekushandiswa kwerunako ndechekuzvifadza. Akanganiswa nemari yaanowana, huwandu hwaWu Yi hwese hwekushandisa kumeso hwakaderera. "Maererano nekudzika kwe "kuzvifadza", zano raWu Yi nderekudzikisa kuwanda kwema salons ebvudzi, uye kushandura mashandisirwo ezvipikiri kubva pakutenga kusvika pakupfeka zvipikiri; Asisiri "kuchengeta" zvigadzirwa zvekuchengetedza ganda, asi edza kuona mashandisirwo ekutarisira uye make-up. Mushure mekutenga zvigadzirwa zvine hukama, Wuyi anozogovanawo ruzivo rwake pasocial platforms. kubva kune vamwe”.
Zviri nani kusunungurwa kushandiswa kunogona
Mazuva ano, kushandiswa kwevechidiki hakusisiri kuzadzisa zvinodiwa zvenyama, asi kunakidzwa nechiitiko chiri nani uye kutsvaga hupenyu hwemhando yepamusoro. Zvingave "kuzvifadza" kana "ukoshi hwepfungwa", hazvireve kunwa kwechimbichimbi kana kushandisa bofu. Chete nekuchengetedza chiyero pakati pekunzwisisa uye manzwiro anogona kushandiswa kuve kwakagadzikana.
Maererano neReport on Contemporary Youth Consumption yakabudiswa pamwe chete neDT Research Institute neMeituan Takeout, 65.4% yevakabvunzwa vanobvuma kuti "kushandisa kunofanira kunge kuri mukati memiganhu yemari yemunhu", uye 47.8% yevakabvunzwa vanotenda kuti "hapana kutambisa, tenga zvakawanda sezvaunoda". Kuti uwane "kukosha kwemari" pasendi rega rega rinoshandiswa, vanenge 63.6% yevakabvunzwa vachatarisa pane mazano, 51.0% vachatora danho rekutsvaga makuponi ezvigadzirwa, uye 49.0% ye "Gen Z" vanopindura vachasarudza kutenga zvinhu nevamwe.
Ongororo iyi yakaona kuti nepo "Generation Z" ichinyanya kunzwisisika mukushandisa, kune zvakare zvimwe zviitiko zvakakodzera kutariswa.
Chekutanga, kushandiswa muropa, kutsauka kwehunhu uye zvimwe zvinhu hazvifanirwe kurerutswa.
"Kune mimwe mibairo isiri-yakajairwa, mibairo yerudo uye mibairo isina musoro, zviremera zvakateerera uye zvakaunza matanho ekutonga, sekuda kuti chikuva chipe matipi emibairo mikuru, kana kuseta nguva yekuzorora uye kuyeuchidza kushandisa zvine musoro." Liu Xiaochun, director weInternet Rule of Law Research Center yeYunivhesiti yeChinese Academy yeSocial Sayenzi, akataura kuti kune vadiki mu "Generation Z", Vanoshandisa mari yevabereki pamubairo wekutepfenyura mhenyu uye kumwe kushandiswa. Kana zviri pachena kuti hazvienderane nekugona kushandisa kwevana uye kugona kuziva, zvinogona kusanganisira zvibvumirano zvisiri izvo, uye vabereki vanogona kukumbira kudzoserwa mari.
Mukushandisa, kuti vanhu ve "Houlang" vagara nhaka sei tsika dzechinyakare dzakadai sekushanda nesimba kwamutsa kunetseka. Tichifunga nezvezvinhu zvakadai se "kurara pasi", "Buddhism" uye "kutsenga vakwegura", nyanzvi dzakabvunzurudzwa dzinodaidza "Generation Z" kuti igadzire maonero ekushandisa. Liu Junhai, purofesa weRenmin University yeChina Law School, akati vechidiki vanofanirwa kukurudzirwa kurarama zvinoenderana nezvavanokwanisa uye nekushandisa zvine mwero, kuwedzera nzvimbo yekusimudzira mashandisiro, kuwedzera kufukidzwa kwekunakidzwa kwekushandisa, uye kutungamira zvine musoro kushandiswa kweumbozha.
Chechipiri, dambudziko rechigadzirwa chenhema label rinonyanya kuoneka, uye chokwadi chakaoma kuratidza.
Tora kudya kwekatsi semuenzaniso. Mumakore achangopfuura, nemusika wezvipfuyo unowedzera "kutenderera", mhando yekudya kwekatsi yemumba yakaramba ichivandudzwa. Vamwe vakabvunzurudzwa vakati dambudziko remanyepo echikafu chekatsi ranyanya kuoneka ikozvino. Huchokwadi hweiyo ingredient rondedzero yechimwe chikafu chekatsi inoda kusimbiswa. Fake katsi chikafu uye chepfu chikafu chekitsi chiri kubuda mumusika chimwe mushure mechimwe, izvo zvakanganisa kuda kwevatengi. Vanotarisira kuti madhipatimendi akakodzera achasimbisa kutarisa, kuunza mamwe maitiro chaiwo, uye mabhureki makuru achatungamira mukuratidzira nekuzvimisa ivo pachavo kuti vanyatso vandudza kunaka uye chengetedzo yezvigadzirwa zvezvipfuyo.
Chechitatu, mutengo wekuchengetedzwa kwekodzero dzevatengi wakakwira uye zvakaoma kuchengetedza kodzero.
Vamwe vakabvunzurudzwa vakataura kuti vanovimba kuti nzira dzakasiyana-siyana dzekutonga dzinogona kuitwa nemazvo, nzira dzekugadzirisa zvichemo dzinogona kuvhurwa, uye vatengi havambofa vakarega hunhu hwekubiridzira vatengi kuenda. Chete nekuvandudza tekinoroji nhanho, mhando yechigadzirwa uye hunyanzvi hwesevhisi vanogona vatengi kuve nekuvimba mukushandisa.
Tora runako rwekurapa kushandiswa semuenzaniso. Kunyangwe runako rwekurapa rwuri kuramba rwuchizivikanwa, vechidiki vazhinji vacha "reruka runako rwekurapa" panguva yekuzorora kwemasikati mukati mevhiki, musika wakasanganiswa zvakazara, zvimwe zvigadzirwa hazvina kubvumidzwa kubayiwa jekiseni, mamwe masangano ezverunako ezvokurapa haakodzeri zvizere, uye zviridzwa zverunako zvekurapa zvakatooma kusiyanisa. Vakapindura vakataura kuti mamwe mapurojekiti anogona kuve nemhedzisiro, asi mhedzisiro yakabuda zvishoma nezvishoma mushure memakore akati wandei. Pavakada kuti varipe, chitoro chainge chatotiza.
Liu Junhai anotenda kuti pfungwa yekushandiswa kwehushamwari yevechidiki inofanirwa kuiswa muhupenyu hwemweya, hupenyu hwenyama, hupenyu hwetsika uye mamwe minda. Hurumende, mabhizinesi nemapuratifomu anofanirwa kuita hanya nazvo kuitira kuti vatengi vadye vasina kunetseka uye zvine musoro. Panguva imwecheteyo, zvinodikanwawo kugadzira mikana yekuti vechidiki vabudirire, kuitira kukurudzira kushandiswa.
"Nzvimbo ine hushamwari yekushandiswa kwevechidiki inofanirwa, kune rimwe divi, kuenderana nemaitiro avo ekushandisa uye zvavanoda, kune rimwe divi, kuvapa nhungamiro yakanaka yekushandisa uye kuvabatsira kuti vave nemaonero akanaka ekushandisa." Ding Ying akaongorora kuti nekuti "Generation Z" inotarisa kufadza mashandisiro avo uye kuona mashandisirwo, uye yakasarudzika pakusarudza zvigadzirwa, hurumende nemabhizinesi vanogona kupa zvekutanga, zvakasiyana Zvigadzirwa zvine hupfumi hwekunzwa ruzivo zvinogona kusangana nezvakasiyana uye zvemunhu zvinodiwa zve "Generation Z", kuratidza magadzirirwo ehudiki, hupenyu, hutano uye kusimudzira fashoni.
Kunobva: Global Textile Network
Dongguan Liansheng Non woven Technology Co., Ltd.yakavambwa muna Chivabvu 2020. Ibhizimusi rekugadzira jira rakakura risingarukwe rinobatanidza tsvakiridzo nekusimudzira, kugadzira, uye kutengesa. Inogona kuburitsa mavara akasiyana-siyana ePP spunbond machira asiri akarukwa ane hupamhi husingasviki 3.2 metres kubva pa9 gramu kusvika 300 magiramu.
Nguva yekutumira: Aug-21-2024