2月29日,上海市消保委联合美腕共同发布《新洞察:00后的消费理念与消费主张》报告。澎湃新闻记者从报告中发现,00后消费者是“矛盾”的综合体。
不吝啬为情绪价值买单
报告显示,00后在日常生活中非常注重性价比,他们善于搜集各种优惠券和折扣信息,以节省每一笔支出。然而,在追求性价比的同时,他们并不吝啬于为那些能够提供情绪价值的消费买单。例如,他们愿意花费高价购买演唱会门票,享受现场明星与粉丝之间的互动以及粉丝间的大量互动所带来的情绪体验。
报告提及,00后在消费过程中既表现出从众的一面,又追求个性独特的消费。他们喜欢追随热门话题和流行趋势,通过社交媒体分享自己的生活和消费体验。同时,他们也希望通过独特的消费选择来展现自己的个性和品味。这种看似矛盾的行为实际上反映了00后对于自我认同和社会认同的双重追求,既希望融入集体,又希望保持自己的独特性。
在网游中追求高等级、稀有装备
面对生活、学业与工作的挑战,00后既从虚拟世界中获得满足感,也追求现实世界的仪式感。他们投入大量时间和精力于网络游戏中,追求高等级、稀有装备和荣誉;同时,他们也注重现实生活中的仪式感,如工作前的咖啡、晚上精心记录手账等。
作为移动互联网时代的原住民,00后擅长获取和利用信息。他们深谙商品品质的来源和如何获得更好的消费体验,对于传统的营销手段具有“免疫力”。在消费选择时,他们更注重商品的实际价值和自己的真实需求,而不是被广告或KOL所左右。
00后拥有全球化的视角和丰富的信息渠道,能够轻松接触到最新的国际潮流。然而,在消费选择上,他们更倾向于选择国货品牌,并通过社交媒体积极分享与传播国潮产品。
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