In 2018, China’s single adult population has exceeded 200 million.
This article is from WeChat public account “Uma Xiaoman” (ID: wumaxiaoman)
Recently, a group of data from the Ministry of Civil Affairs was posted on Weibo. The data showed that in 2018, the number of single adults in the country exceeded 200 million, and the number of adults living alone exceeded 77 million. “Follow-up girl loves every day” “996 has taken the social animal short-selling” “is also considered to have participated in 200 million large projects” “by strength single” have become netizens to tease and enjoy the words.
The scum female expression package of the popular social network, “Good fooling, don’t fall in love”, “There are thousands of donkeys, don’t change,” and other copywriting, also reflects the young people’s feelings from one side:
Not only in China, but in a single big country, Japan, “low desire society” has long been a typical phenomenon. Young people’s desires are shrinking. They actively choose “do not own” in traditional life events such as housing, material, marriage, etc., Japan The male unmarried rate is as high as 23.3%, which means that one in every four Japanese men is not married to 50. The author of “Low Desire Society”, Dian Qianyan, even believes that “the DNA of young people has changed.” They are constantly reducing their desires and are reluctant to put pressure on home loans, marriage and children.
All kinds of phenomena are showing that this young man is less and less fond of falling in love, and “relegation of love” has become a microcosm of the emotional state of contemporary young people. On the other hand, the volume of the film and television dramas that dominate the high-sweet love is staggering. Take the recent popular urban love drama “Dear, Devotion” as an example. On the online line, it has gained a total of over 6.1 billion in 28 days, and the audience of the show has a 77% age range of 77%. The upper-middle sisters are highly coincident with the young people who are single-born.
There is a passion for high-sweet love dramas but no love. The emotional trend of this young man is unpredictable. They seem to be willing to pay for the “sweet crit”, but also eager to express their emotions in the sweet and awkward “sexual love story”, but on the other hand, they hold high the “long live single” banner and advocate a dual independent lifestyle of economy and emotion.
Getting a young person’s “emotional map” is believed to be the dream of countless brands, because it means that the brand can find a soft communication portal, find the specific coordinates that incite young people’s emotions, and then move toward the right The direction goes into the minds of young people. In the face of the seemingly contradictory and intricate emotional outlook of young people, what should be done to impress them? This article will have three