Production|Tiger Sniffing Young Group

Author|Nanzai, Zhangjiajun, Zeng Huan, Qi Ludan


This article was first published on the Huxiuyou content public account “It’s Hard to Escape” (ID: huxiu4youth). Here, we present the faces, stories and attitudes of young people today.

Although the definition of fashion is fluid, in contemporary China, whenever people mention fashion consumption, they will unanimously think of street style.

From flamboyant Aloha shirts to AJ shoes, Yeezy and gorgeous accessories, trendy consumer symbols have become people’s declaration of the world and a label that defines themselves.

After the street wave was widely announced in 2017 “China Rip-Hop”, you can intuitively and concretely see the stalks of the people’s speculation on shoes and the news of the sky-high prices at Sotheby’s auctions. Feel the arrival of trend culture in China.

For merchants, tide and trend have become a golden sign. Just move your fingers and you will find that everyone is squeezing their heads regardless of their size, trying to match the trend attributes and make a lot of money .

In May 2019, “The Supreme Vault: 1998-2018” online special auction brought 1,300 Supreme merchandise, and they were sold at H Queens Hart in Central, Hong Kong Hall exhibited.

Picture source: holyasterisk

These conclusions seem self-explanatory, butIn our opinion, it is rough and reckless, because few people can tell the details of this trend.

For this reason, the Tiger Sniffing Youth Group and the Tiger Sniffing Research Group collected 206 valid questionnaires through the Tiger Sniff App, and produced the “2020 China Trend Consumption Observation”. In this report, we will make this business more three-dimensional from the details of their consumption and interviews with practitioners, and at the same time look for new trends in the data.


2020 trendy consumer portrait

In Modern Sky Mook’s “Tokyo Trend Map”, the author proposes that trend products are almost equivalent to youth culture.

This view was confirmed in the survey data. The report data shows that consumers under 30 are the main trend consumers.

Among them, consumers under 30 account for 67.98%. In addition, similar to most previous reports, fashion consumption still appears to be dominated by male consumers, with male consumers accounting for 67.49% of the respondents. Respondents’ consumption frequency was an average of one piece per month, with an average monthly consumption of 1,487 yuan.

59% of the respondents cannot accept the speculation of trendy products.

In terms of consumption choices, respondents are more concerned about traditional European and American trendy brands represented by Supreme than Japanese and national trends, accounting for 57.14%. This enthusiasm has also continued to the pursuit of product origin, and most trendy consumers prefer products made in the United States.


In order to cope with the online price advantage, trendy physical stores have begun to transform

From the perspective of domestic consumer consumption channels, online consumption channels have absolute advantages over offline.

In online consumption, consumers prefer Dewu, Nice (two of the most famous fashion secondary market trading platforms in China), Stockx (the first international secondary market trading platform that stocks fashion commodities) This type of platform that specializes in selling trendy items for consumption takes up 45.81%.

One person 2