After the waves of the Yangtze River push forward waves, real young people are not only active in “mainstream applications” such as WeChat, Weibo, Vibrato, and B stations, but also active in non-mainstream circles such as C, Pia, fellow, sparring, and chat. Editor’s Note: This article is from WeChat public account “Internet and entertainment geeks” (ID: TMTphantom), author Yu Pei.
After 95-05 is a rich generation, a lonely and anxious generation.
At present, there are 264 million people in the post-95 post–05 period, accounting for 18.9% of the total population. They are the aborigines of the mobile Internet, growing up in the age of material prosperity, and willing to accept new things; but they are in constant loneliness and anxiety. After the 95s and 10s, most of them were only children. In the process of growing up, they lacked the companionship of relatives of the same age. The huge pressure for further study also restricted their social reality. Virtual socialization became the best “pressure relief valve”.
For them, virtual socialization is not a reality accessory, but a self-sufficient little world.
Why are you getting more and more difficult to understand the young people now? Because they are self-isolated, they form a closed cultural circle.
In order to highlight identity, after the 95th use a lot of QQ that has been forgotten by middle-aged people, but not relying on WeChat; they developed a large system of language abbreviations, deliberately not let the previous generation understand.
After the 95th, it pays great attention to the purity and tonality of the community. This is why the B-station becomes a full member and must answer the question. The language C group generally has a long “testing process”. Who can enter the closed cultural circle after the 95s, who can gain their trust, thus gaining huge business prospects in many fields such as entertainment consumption and e-commerce diversion.
You can insist that the “closed cultural circle” after 95-10 is a ghost, and you can insist that games, short videos, live broadcasts, and secondary elements are the culprits of poisoning young people, language C, Pia, RSS, CQY is a gadget for children to play. However, this will make you completely unable to communicate with young people and cannot do business with them and cannot invest in industries related to them. Smart as you, will definitely try to understand?
Selection of different communication tools, unique language system, and encapsulation of reinforcement groups
Why are you increasingly unable to understand the heart after 95?state? Because they chose to close themselves. The so-called identity, that is, the cognition of which group you belong to, is divided into two meanings: “what do you have in common with others” and “what is different with you.” In the process of identity, a person will find the group to which he belongs, gain a sense of belonging here, and at the same time express his personality. In other words, identity is a process of dividing “self” and “outsiders.”
The problem is that an overly open group does not help the members of the group to establish identity. Just think about it: If anyone in your alma mater can take it in, will you be proud of your alma mater? Therefore, the post-95s group has been deliberately strengthening the “closedness” of its own cultural circle, and has actively drawn a “generation gap.”
The choice of Internet social tools after 95 directly reflects the closed consciousness of the group. WeChat and QQ are the two major instant messaging tools in China. According to the monitoring data of the National Gold Research and Innovation Center, the daily use of WeChat after 95 days is almost the same as that of all users. The average daily use of QQ is more than twice as high as that of all users, reaching 84 minutes! In addition, after 95 users open QQ 13.18 times a day, open WeChat only 6.98 times.
No matter from which point of view, the dependence on QQ after the 95s is much higher than that of WeChat; in their minds, WeChat is the “Grandpa Grandpa Uncle”.
Why do you prefer to use QQ after 95?
First of all, there are too many adults on WeChat, parents and teachers are there, and sending a circle of friends can trigger countless embarrassment of elders, and QQ does not have these “disturbing things.” Secondly, the design of WeChat tends to be minimalist and unobtrusive. QQ has fun games such as QQ show, QQ space, QQ watch, and interest tribes. The expression and video functions are far more developed than WeChat, and are very popular among young people. In recent years, the Tencent QQ team is interested in catering to young users and creating a younger brand image of QQ, making this trend more and more intense.
The formation of a unique language system after 95 has further deepened the barriers to communication. In addition to the unique communication tools, the sense of closedness of the post-95s group is also achieved through a unique language system – a unique style expression package and a language abbreviation system. According to the “2018 WeChat Data Report” released by Tencent, after 00 and 90, it prefers the expressions of “捂脸” and “breaking into laughter”. In the WeChat application scene, it often expresses a kind of “frustration and politeness”. Attitude, this is also the normal state when they socialize with the people of the previous age group.
How do you communicate in the 95th circle? tableLove bags are mutual! This communication method is also called “Dou Map”, which is the strength of QQ chat. It is difficult for people who are not part of the post-95 group to correctly understand the application scenario using the expression pack, which exacerbates the sense of closure of the post-95 cultural circle.
Under the unique language abbreviation system, the “dark language” exchange deepens the closure of the post-95 cultural circle.
The language abbreviation system can be regarded as a kind of “dark language” or “black talk”, which can quickly reach the role of screening the same circle and establishing identity. For example, the language abbreviations that are commonly used after 95-00 are usually based on pinyin or foreign language doping abbreviation. The reason for using it is that it is convenient to type quickly and is difficult to understand without being in the circle. It is also convenient to express some hidden ideas that do not want to be known to outsiders. This is similar to the “non-mainstream Martian” after the 90s.
You can see that the language abbreviations after 95-00, many are related to QQ; even if the previous generation can understand, if you do not use QQ, it does not make sense.
Internet products are tightly grasping the identification needs of the cultural circle after the 95s, setting the core barriers.
The membership certification mechanism can play a small circle screening role, such as B station (哔哩哔哩) and Tigers community.
The official members of B station enjoy the privilege of barrage, comments and submissions compared with ordinary members. Official members can pass the invitation code and answer form, in which the answer needs to reach the pass level within 2 hours, and the question design includes the main Community-specific questions related to barrage commentary etiquette and selection of 3 to 8 subjects from games, film and television, technology, animation, art, popular frontline and ghost animal division for self-selected districts.
The important significance of the member’s correct answering mechanism is to maintain the purity and tonality of the community and give the users in the core circle a better experience. This is why the B station is difficult to replace for the secondary users.
In the first half of 2019, the large-scale tearing between Cai Xukun fans and users of Station B finally ended with the overall victory of Station B, which fully demonstrated the strong organizational capabilities of users of Station B.
The closed cultural circle provides a hotbed for e-commerce diversion, and circle-based marketing is more effective.
The basis of trust is actually the cost of default. The marketing form of advertising itself is actually a “selling trust” activity.
Consumers are more like a word of mouth marketing based on the trust they have in the closed cultural circle. KOL (Key Opinion Leader) in the closed cultural circle has accumulated a certain fan base because of its talents, value, talents and other specialties. Every advertisement he makes, the consumer is the trust of the fan base; if there is a problem with the product The default cost of losing fans is relatively high, so KOL will not over-consume fans, and fans are more willing to buy.
The web red promotion still works, but the future advertising format needs to be deeper and more precise.
Whether it is Weibo, Xiaohong’s online red promotion, or Wangyin, fast-moving short red video ads, the essence is “precise marketing.” At the beginning, Net Red “precision marketing” has some freshness, consumers’ warnings are lower, and advertising effects are better. Now, the commercial realization of Net Red is very mature, and consumers are also growing. The strengthening of the alertness of Net Red will undoubtedly affect the effectiveness of advertising.
In this case, advertisers need to further intensively search for market segments. Soon after, the language C, Pia, and PARO circles may become the main battlefield for the promotion of the network red.
The cultural atmosphere of a particular circle enhances trust, and KOL leads shopping to achieve better results.
The potential for “precise marketing” like the B-station platform that has formed a cultural community itself has not yet been fully released. Users have a sense of trust different from other content distribution platforms for vertical interest communities such as B stations and tigers. After 95s and -05, the consumption potential of the group will definitely erupt from a platform with deeper cultural atmosphere and more tonality. This part of the flow will have deep feelings for people, or will empathize with specific consumer goods. In February 2019, Ali entered the B station by Taobao China about 8%.
The consumer industry with relatively intuitive diversion has the cosmetics industry. Many million-level UP owners in the beauty area of the B station have the right to speak in the form of cosmetics love products and COS makeup. The UP mains of the food circle also have a spillover effect on the food and beverage industry in the form of trial sharing and out-of-box sharing. At present, there are already a number of B stations UP mainstays in Taobao, and the future cooperation between the two parties in content and commercialization is worth looking forward to.
Role-playing culture: the core element of Internet socialization after 95
What are you playing as the backbone of the future Internet consumer?
We all know that they play games, watch videos, and shake the sounds like us, and they have a special liking for QQ space, Baidu Post Bar, and B Station. Besides? If we peel off the plain surface like peeling onions, we will see a series of unheard of keywords: language C, Pia drama, expansion, raising fire, PARO, expansion, CQY… behind the whole set A social game with role playing as its core.
For older people, these nouns are like the Arabian Nights; for the 95s, it is a common everyday word.
According to our questionnaire data for the post-95s population, 92.9% of the respondents heard about C games, and 57.4% tried C games. Interestingly, many keywords are related to QQ: CQY stands for “Q friends” (plus QQ friends), CDX stands for “objects” (usually based on CQY); “fire” stands for QQ friends The more frequent the interaction, the bigger the spark; NSS stands for “warm talk”, that is, they like each other and leave messages in the QQ space.
For people over the age of 30, WeChat is the acquaintance of all acquaintances, QQ has long been history, and of course can not understand the above gameplay; this is the typical “Internet generation gap.”
Anonymous social gameplay based on people: Language C is a way of life
“C” is not the C language commonly used by code farmers, but the abbreviation of “language Cosplay” – role play in language, imitating the language expression and action habits of human interaction, action, demeanor, etc. Use parentheses and text to indicate.
In general, the language C must