• B站一夜出圈 “Z世代”變身消費主力

    公司 > | Time Weekly - 2020-01-13 15:56:26 來源:時代周報
  • [摘要] 四肖期期中准天天中码1月11日,灼識咨詢執行董事馮彥嬌接受時代周報記者采訪時認為,Z世代有著區別于過往任何一代的消費觀念和消費行為,他們重口碑輕品牌、不追求名牌但要性價比,為興趣而付費的意愿相當

    時代周報特約記者 范文茜?

    時代周報記者 陳婷 發自深圳? 上海

    四肖期期中准天天中码BILIBILI(BilibiliDANMUSHIPINWANG,JIANCHENG“BZHAN”)KUANIANWANHUIDE“CHANGWEIXIAOYING”HUANZAICHIXU。

    JIEZHIFAGAO,“ERLINGYIJIUZUIMEIDEYE”SHIPINBOFANGLIANGYICHAO7565WAN,SHI1YUE1RIBOFANGLIANGDELIANGBEIZHIDUO。ZHECHANGWANHUIDOUBANPINGFENGAODA9.1FEN,GENGBEI《RENMINRIBAO》DIANZAN“ZUIDONGNIANQINGRENDEWANHUI。”

    四肖期期中准天天中码1YUE7RI,WANHUICHUPINREN、BZHANFUDONGSHICHANGJIANCOOLINIJIESHOUSHIDAIZHOUBAODENGMEITICAIFANGSHIBIAOSHI:“ZHETAIWANHUIDECHANSHENGYUANYUWOMENDUI2019NIAN12YUE31RIZHEGEJIEDIANDEGUANZHU,BUGUANSHI00HOU、90HOUHUANSHI80HOU,BUTONGDAIJIDOUZAIZHEGEJIEDIANJINRUXINDERENSHENG。ZHEJUEDINGWOMENBUKENENGHUSHIDUIYUYONGHUZHEMEZHONGYAODERIZI。”

    四肖期期中准天天中码BZHANGUJIADEQITOUBINGJIN。SHUJUXIANSHI,CONG2019NIAN12YUE31RIZHI2020NIAN1YUE12RI,BZHANGUJIAZHANGFUYUE20%,SHIZHIZENGJIACHAOGUO9YIMEIYUAN(ZHEHECHAOGUO60YIYUANRENMINBI)。QIMUQIANGUJIAWEI21.55MEIYUAN/GU,SHIZHIDADAO67.23YIMEIYUAN。

    四肖期期中准天天中码ZHEXIEBIAOXIANG,RANGBZHANKAISHIDAPOERCIYUANTIANHUABAN,XIANGDAZHONGSHICHANGKAOJIN。

    JINRI,DUOWEIXINGYERENSHIRENWEI,BZHANYONGHUGUIMOYUYONGHUNIANXINGYIZHIZAIGAOSUZENGCHANG,MUQIANGUZHIBEIDIGU,XIANGXINWEILAIYONGYOUJUDAQIANZAIBIANXIANKONGJIAN。

    GENGRANGRENGUANZHUDESHIXINJIUJIAOTI,TUICHENCHUXIN,QIANXIYIDAI(ZHISHENGYU1982NIANDAO2000NIANZHIJIANDEREN)ZHENGZAICHENGWEIGUOQUSHI,ZHONGGUOZHULIXIAOFEIRENQUNJIEGOUYEZAIGAIBIAN。

    JUGUOJIATONGJIJUSHUJU,2018NIANZHONGGUONEIDIZSHIDAI(ZHISHENGYU1995NIANZHI2009NIANZHIJIANDEREN)ZONGRENSHUYUEWEI2.6YI,ZHANZONGRENKOUJINDE20%,QIEBIZHONGBUDUANSHANGSHENG。

    JUTENGXUNFABUDE《2019ZSHIDAIXIAOFEILIBAIPISHU》,ZSHIDAIMEIYUEKEZHIPEISHOURUDA3501YUAN。

    四肖期期中准天天中码1YUE10RI,SHIDAIZHOUBAODUIJIN100WEI95HOU、00HOUBZHANYONGHUJINXINGWENJUANDIAOYAN,83%YISHANGDESHOUFANGZHESHIYONGBZHANCHAOGUO3NIAN。

    1YUE11RI,ZHUOSHIZIXUNZHIXINGDONGSHIFENGYANJIAOJIESHOUSHIDAIZHOUBAOJIZHECAIFANGSHIRENWEI,ZSHIDAIYOUZHUQUBIEYUGUOWANGRENHEYIDAIDEXIAOFEIGUANNIANHEXIAOFEIXINGWEI,TAMENZHONGKOUBEIQINGPINPAI、BUZHUIQIUMINGPAIDANYAOXINGJIABI,WEIXINGQUERFUFEIDEYIYUANXIANGDANGGAO。ZHEXIETEZHENG,YEZAOJIULEGENGFUZADEYINGXIAOHUANJING,DUIYUPINPAIHEQIYETICHULEGENGGAODEYAOQIU。

    年輕一代的“精神家園”

    四肖期期中准天天中码CONG2009NIANAcfun(AZHAN)ZISHENYONGHUXUYICHUANGLImikufans(BZHANQIANSHEN)ZHIJIN,BZHANZOUGUOSHIZHOUNIAN,ZHUJIANWANCHENGHEXINYONGHUJILEIYIJIACGWENHUA(DONGHUA、MANHUA、YOUXI,FANZHIERCIYUANWENHUA)DEJIANLIHEGONGGU,XINGCHENGLESHUYUZIJIDEBILEI。

    ZISHENYONGHU、00HOUDAXUESHENGCENGXIANLIANG(HUAMING),5NIANQIANKAISHIDENGLUBZHAN,BENLAIJIUREAIDONGMANFANJUHEYOUXIDETAJIU“AISHANGLEZHEGEXIAOPOZHAN”,ZAIMANGLIUDEXUEXIHEGONGZUOWAI,XIANZAIBZHANRENGZHANJULETAZHUYAODEYULESHIJIAN,MEITIANZHISHAOYOU2?3XIAOSHI。

    四肖期期中准天天中码“ZHOUWEINENGLIAODAOYIQIDETONGXUEHEPENGYOU,JIHUDOUSHIBZHANBIJIAOZISHENDEYONGHU,YOUHENDUOGONGTONGDEXINGQUHEYUYAN。BZHANPEIBANLEWODECHENGCHANG。” 1YUE11RI,CENGXIANLIANGGAOSUSHIDAIZHOUBAOJIZHE。

    四肖期期中准天天中码1YUE7RI,BZHANFANGMIANXIANGSHIDAIZHOUBAOJIZHEBIAOSHI,MUQIANYIDONGDUANYUEJUNHUOYUEYONGHUTUPO1YI,ZHONGGUO90HOU、00HOUJIAQIYUE3.2YIREN,YIWEIZHUPINGJUNMEI4GENIANQINGRENZHONGJIUYOU1RENSHIBZHANHUOYUEYONGHU。2019NIANDIYIJIDUXINZENGYONGHUDEPINGJUNNIANLINGWEI21.5SUI,ZHEYESHIBZHANCHENGWEINIANQINGWANGMINSHIYONGDEZHULIUPINGTAIDEBIAOZHI。

    BZHANZHUYAOYONGHUQUNTISHI1990?2009NIANCHUSHENGSHENSHOUHULIANWANGWENHUAYINGXIANGDEYIDAIREN,TONGCHANGYEBEICHENGWEI“ZSHIDAI”。QITEZHENGSHIPUBIANSHOUJIAOYUCHENGDUJIAOGAO,DUIKEJIHENGANXINGQU,TONGSHIDUIWENHUACHANPINYOUQIANGLIEXUQIU,XIWANGHUODEZIWOBIAODAHESHEJIAOHUDONGDETUJING。

    四肖期期中准天天中码BZHANCHENGGONGBUJINZAIYUKANDAONIANQINGRENZHEGEQIANLISHICHANG,GENGZAIYUDUIYONGHUDESHENKELIJIEHEBAWO。NEIME,TASHIRUHE“DUDONG”NIANQINGRENDE?

    1YUE10RI,SHIDAIZHOUBAODUIJIN100WEI95HOU、00HOUBZHANYONGHUJINXINGWENJUANDIAOYAN。

    SHIDAIZHOUBAOWENJUANDIAOYANJIEGUOXIANSHI,75%YISHANGYONGHURENWEI,DANMUZHENGSHIXIYINTAMENYUANYISHANGBZHANKANSHIPINDEZHONGYAOYUANYIN,ERQIEKANDAOXIHUANDESHIPINSHIHUIZIJUEFADANMU。

    LINGWAI,BZHANZAINIANQINGYONGHUZHONGDESHENTOULVJIAOGAO。

    SUIRANBZHANYEYOU“DAHUIYUAN”CHONGZHIXIANGMU,DANYAOZAISHANGMIANFADANMUHUOJINXINGCHUANGZUO,BIXUTONGGUOYICHANGYANGEDE“KAOSHI”—HUIDA100DAOWENTIHUODE60FENJIGEHOUCAINENGCHENGWEIZHENGSHIHUIYUAN,ZHEBUFENRENYEBEIRENWEISHIBZHANDE“HEXINYONGHUQUNTI”。

    DANZHENGYINRUCI,XIANGBIQIQITAHULIANWANGPINGTAI,BZHANYOUZHUHENGAODEYONGHUBILEI,YEYIWEIZHUGENGGAODEYONGHUNIANDUHEZHONGCHENGDU,ZHEYESHITOUZIZHEKANHAOBZHANDEYUANYINZHIYI。

    四肖期期中准天天中码JUGONGSICAIBAO,2019NIANSANJIDUSHEQUZHEBUFENHEXINQUNTIDESHULIANGTONGBIZENGCHANG46%DADAO6200WAN,BINGBAOCHICHAOGUO80%DEDI12GEYUELIUCUNLV。

    CIWAI,BZHANYONGHURIJUNSHIYONGSHICHANGDA83FENZHONG;RIJUNSHIPINBOFANGLIANGDA7.25YICI,YUEJUNHUDONGSHUDA25YICI,FENBIETONGBITISHENG60%HE122%。

    21.jpg

    從小眾走向大眾

    “CIYUANBI”SHIBZHANYONGHUCHANGYONGDEYIGECIHUI,ZHIERCIYUANDONGMANSHIJIEYUSANCIYUANXIANSHISHIJIEZHIJIANDEPINGZHANG,RUJINBZHANZHENGTUPO“CIYUANBI”,CONGXIAOZHONGZOUXIANGSHICHANG,CONGDANYIZOUXIANGDUOYUAN。

    BZHANSUIRANJULONGDAPIERCIYUANYONGHU,DANTILIANGSHANGMINGXIANDIYUSHOUZHONGGENGGUANGDESANDAZHULIUSHIPINWANGZHAN“AIYOUTENG”(AIQIYI、YOUKU、TENGXUNSHIPIN)。JUCAIBAOSHUJU,“AIYOUTENG”YUEHUOYUEYONGHUSHUSHIBZHANDE4?5BEI。

    四肖期期中准天天中码LINGYIFANGMIAN,GUOYUYIKAOYOUXI、YINGSHOUJIEGOUDANYIYECHANGQIBEIWAIJIEGOUBING。

    四肖期期中准天天中码JUZHAOGUSHU,2017NIAN,《Fate/Grand Order》(ZHONGWENYIZUO《MINGYUN/GUANWEIZHIDING》)ZHEYIYOUXICHENGWEILEBAOKUAN,DANGNIANYOUXIYEWUZHENGTIYINGSHOUGAODA20.58YIYUAN,ZHANZONGSHOURUDE83.4%;ZHIBOJIZENGZHIFUWU(ZHUYAOSHIHUIYUANFUFEI)SHOURUZHIYOU1.76YIYUAN。

    四肖期期中准天天中码YIGEBUKEHULVEDESHISHISHI,BZHANKUISUNRENGZAICHIXU。

    四肖期期中准天天中码2019NIANDISANJIDUBZHANJINGKUISUNWEIRENMINBI4.1YIYUAN(YUEHE5680WANMEIYUAN),GAOYU2018NIANTONGQIDE2.5YIYUAN。

    SHISHISHANG,BZHANSHANGSHIYILAIMINGXIANJIAKUAI“CHUQUAN”JIEZOU,BAOKUONEIRONGHEYONGHUQUNTIDEFANYULEHUA、SHANGYEHUABIANXIANDUOYUANHUA。

    四肖期期中准天天中码2014NIAN,CHENRUIJIARUBZHANHOU,BZHANKAISHICONGACGNEIRONGCHUFA,DADATUOKUANNEIRONGLINGYU,JIANGDIDUIFANJUDEYILAI,ZHESHIBZHANTUPOERCIYUANTIANHUABANDEZHONGYAOYIBU。

    四肖期期中准天天中码TONGSHI,BZHANYEZAIZHENGQUGENGGUANGFANNIANLINGCENGMIANDEYONGHU。

    四肖期期中准天天中码BZHANFANGMIANXIANGSHIDAIZHOUBAOJIZHEQIANGDIAO:“MUQIAN18?35SUIYONGHURENQUNZHANBIGAODA78%,ZHEYIWEIZHUBZHANBUJINSHI90HOU、00HOUZHEXIENIANQINGRENXIAIDESHEQU,GENGSHIMIANXIANGZUIZHULIUWANGMINDEPINGTAI。”

    四肖期期中准天天中码CIWAI,BZHANTICHU“QUYOUXIHUA”ZHANLVE,DALIFUCHIYOUXI、ZHIBO、GUANGGAODENGYEWUBUMEN。2019NIANSANJIDU,BZHANFEIYOUXIYEWUYINGSHOUZHANZONGYINGSHOUBIZHONGSHANGSHENGZHI50%,YUYOUXIYEWUCHIPING,YINGSHOUJIEGOUQUYUPINGHENG。QIZHONG,ZHIBOHEZENGZHIFUWUYEWUSHOURUDA4.5YIYUAN,TONGBIZENGCHANG167%;GUANGGAOYEWUZENGCHANG80%,DA2.5YIYUAN。

    四肖期期中准天天中码SHUODAOBZHAN,BUDEBUTIDAOXIRIJINGZHENGDUISHOUAcFun(AZHAN)。CHENGLIYU2007NIANDEAZHANSHIZHONGGUODALUDANMUSHIPINWANGZHANDE“BIZU”,DANTAMINGYUNDUOCHUAN、JIJINGYISHOU,XIANRUNEIDOUFENGBOZHONGJIANJIANSHIQUJINGZHENGLI。

    XIANSHIZAI2010NIANYI400WANYUANMAIGEIHOULAIDOUYUCHUANGSHIRENCHENSHAOJIE,ZAIBEIAOFEIDONGMANDONGSHICHANGCAIDONGQINGJIEPAN,JIERYINRUALIXITOUZI,2018NIANBEIKUAISHOUQUANZISHOUGOU。

    NEIME,ZHESHIFOUYIWEIZHUBZHANYIJINGMEIYOUJINGPIN、MEIYOUDUISHOU?

    1YUE11RI,FENGYANJIAOBIAOSHI,MUQIAN,BZHANKEYISHUOSHI“WUWANQUANYIYISHANGDINGWEIXIANGTONGDEJINGPIN,DANSHIGELEITOUBUSHIPINWANGZHANDOUZAIHENGXIANGTUOZHAN,SUOYIZAIZHUYAODEXIFENLINGYU,YUGELEISHIPINPINGTAIDOUCUNZAIYIDINGJINGZHENG”。

    LIRU,ZAIXINFANBANQUANZHENGDUOFANGMIAN,YUTENGXUNSHIPIN、AIQIYI、YOUKUCUNZAIJINGZHENG;ERZAIYOUXIZHIBO、YOUXIBANQUANFANGMIAN,YUDOUYU、HUYADENGPINGTAIJINGZHENGYEHUIYUEJIAJILIE;ERZAIDUANSHIPINFANGMIAN,YUELAIYUEDUOKUAISHOU、DOUYINUPZHUYETONGSHIXUANZEZAIBZHANTOUFANG,XINGCHENGYIDINGJINGZHENG。

    四肖期期中准天天中码JUQuestMobileFABUDE《DUANSHIPIN2019BANNIANBAOGAO》,DUANSHIPINXINGYEYUEHUOYUEYONGHUSHUJIYUERENJUNSHIYONGSHICHANGDOUSHIXIANBAOFASHIZENGCHANG,DUANSHIPINYUERENJUNSHIYONGSHICHANGCHAOGUO22XIAOSHI,YUANGAOYUZAIXIANSHIPINDE12.8XIAOSHI,BEIHOUZHENGSHIGEDAPINGTAIDUIYU“YONGHUZHUYILI”DEZHENGDUO。

    2019NIAN8YUE,DOUYINKAIFANG“15FENZHONG”SHIPINSHICHANG,XIGUASHIPINJINRUZHONGCHANGSHIPINLINGYUDEJUEXINYEXIANERYIJIAN。

    FENGYANJIAORENWEI,MUQIANGEPINGTAIPUGC(ZHI“ZHUANYEYONGHUSHENGCHANNEIRONG”)NEIRONGCUNZAIYIDINGTONGZHIHUA,DUANSHIPINPINGTAIFALIPUGCHUIQIANGZHANYIBUFENBZHANPUGCYONGHU。

    JINGUANMIANLINZHUDUOTIAOZHANHEJINGZHENG,DANDUOWEISHOUFANGFENXISHIRENWEI,BZHANMUQIANDEJIAZHIBEIDIGU。

    CONGCAIWUSHUJULAIKAN,YUGUONEIDIYITIDUIDEHULIANWANGGONGSIXIANGBI,BZHANDEYINGSHOUGUIMORENGYOUCHAJU。DANBZHANYONGHUGUIMOYUHUOYUEDU、FUFEILVYIZHIZAIGAOSUZENGCHANG,WEILAIHUANYOUHENDAXIANGXIANGKONGJIAN。

    新消費力量之崛起

    四肖期期中准天天中码BZHANJUEQI,TONGYANGYOUZHUDAIBIAOYIYI,GUONEIZHULIXIAOFEIRENQUNJIEGOUZHENGZAIGAIBIAN。

    TENGXUNFABUDE《2019ZSHIDAIXIAOFEILIBAIPISHU》YUCE,DAO2020NIANZSHIDAIJIANGZHANJUZHENGTIXIAOFEILIDE40%,CHENGWEIZHENZHENGYIYISHANGDEXIAOFEIZHULIJUN。95HOU、00HOUDEXINGQU、SHENMEIHEXIAOFEIXINGWEIJIANGDUIGEXINGGEYECHANSHENGJUDAYINGXIANG,“NIANQINGREN”SHICHANGCHENGWEIGEDAPINPAIDE“BINGJIABIZHENGZHIDI”。

    BZHANZHISHIZHEZHONGBIANHUAQUSHIDEYIGEJIZHONGTIXIAN。

    SHOUJISHIGENGZHUIQIUTIEJINNIANQINGYONGHUDELINGYU,2019NIANYILAI,XIAOMI、vivo、OPPODENGSHOUJIPINPAIFENFENZAIBZHANJIANLIZIJIDEGUANFANGHAO,ZHUANMENCHANCHUFUHEBZHANSHOUZHONGQUWEIDENEIRONG,YICIWEIZIJIAPINPAIZUOXUANCHUAN,ZAIZSHIDAISHICHANGQIANGZHANLEXIANJI。

    DUIYUXINSHENGDAIGENGDIE,FENGYANJIAORENWEI,ZSHIDAIYOUZHUQUBIEYUGUOWANGRENHEYIDAIDEXIAOFEIGUANNIANHEXIAOFEIXINGWEI—TAMENCHONGSHANGDUOYUAN、BAORONGDEWENHUA,AIGUOCHAOYEZHUISHECHIPIN,ZHONGKOUBEIQINGPINPAI、BUZHUIQIUMINGPAIDANYAOXINGJIABI,ERQIEHENYUANYI“WEIXINGQUMAIDAN”。ZHEXIETEZHENG,YEZAOJIULEGENGFUZADEYINGXIAOHUANJING,DUIYUPINPAIHEQIYETICHUGENGGAODEYAOQIU。

    CIYUANCANGSHIGUONEIYIJIAERCIYUANCHUIZHIDIANSHANGPINGTAI,95%YISHANGYONGHUSHI“ZSHIDAI”。

    1YUE11RI,CIYUANCANGCHUANGSHIRENQIANYONGJIESHOUSHIDAIZHOUBAOJIZHECAIFANGSHISHUODAO:“ZAIWOCHUANGYE5NIANLAI,DUINIANQINGRENQUANCENGXIAOFEILIDETIGAOYOUSHENKEGANSHOU。SUIZHU90HOU、95HOUZHUJIANCHENGWEISHEHUIZHUTI,ERCIYUANHEXINQUNTIYEZAIBUDUANKUODA。”

    四肖期期中准天天中码MUQIANZAITAMENPINGTAISHANG,00HOU、95HOUXIAOFEIZHESUOZHANBIZHONGYOUKUODAQUSHI,ERQIEKEDANJIAYIJINGCHAOGUO90HOU。“SUIRANZHEBUFEN(YONGHU)JUEDADUOSHUDOUSHIXUESHENG,XIAOFEINENGLIBUSUANTAIQIANG,DANSHIDUIZIJIXINGQUHEJINGSHENSHANGDEXIAOFEIYIYUANFEICHANGDEGAO,BIRUZUIJINDE‘HANFURE’,SHAOZEJIBAIYUANDUOZESHANGQIANYUANDEYIJIANHANFU,FEICHANGSHOUNIANQINGXIAOFEIZHEDEHUANYING。”QIANYONGSHUO。

    四肖期期中准天天中码YICHANGKUANIANWANHUIRANGGANGMANSHISUIDEBZHAN“CWEICHUQUAN”,YERANGRENMENKANDAOLEZUIXIANHUODEWENHUAYUXIAOFEIQUANCENGDIEDAIERQI,ZHEDUIYUXIAOFEISHICHANGLAISHUO,YEXUYIWEIZHUJIJIANGYINGLAIYIGEZHANXINJUMIAN。

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