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Tens of thousands of people are shaking their heads in the Cloud Bar at the same time, and millions of people are intoxicated in the Cloud Live House-the longest holiday in history has completely exploded the online entertainment life of young Chinese.

In addition to the alertness and self-rescue of related organizations, the popularity of Yunbundi and Cloud Music Festival also requires the “infrastructure” of platforms such as Douyin and Station B. Compared with the popular party culture in foreign countries, the hormones of young people at home have long been scattered in the cloud, and online and offline are already inextricably linked.

Street culture grows savagely on the Internet

In addition to the group of young people in the cloud spotlight under the media spotlight, there is another group of people enjoying the happiness of “cloud hug group” in another way. Although they can’t take the streets to attract everyone’s attention, they can wear them in the emerging trending community app, compete with someone’s shoe cabinet for more limited editions, and learn from graffiti masters on how to use sneakers Put your own mark on it.

The niche trend culture that originated in foreign streets is growing wildly on the Chinese Internet.

Trend culture, as an important part of street culture, originated in European and American fashion districts together with rap, graffiti, and hip-hop. It is a way of life where young people at the bottom and marginal groups hold each other and emit rebellious sound. In the same block in the spatial sense, the inspiration and creativity of the same ethnic group are mixed, making street art a culture.

Later, street culture was discovered and extracted by consumerism and fashion brands, and eventually became a trend culture that spanned sports, music, and art, and attracted young people around the world. To this day, the street is still an important position for foreign trend culture. Supreme and other tide brands particularly favor the “Drop” mode for offline limited time sales. Lotteries and queues are used to screen the most avid fans to create a sense of community and circle among the trendy youth.

Image source: Dewu App

In recent years, street culture such as hip-hop, hip-hop, and street basketball have begun to become popular among young Chinese, but the position is not on the street, but online. Young people pursuing trendy culture are not citiesThe youth at the bottom of the city are the post-95s who have broad horizons and strong consumption power. They can break through the restrictions of geographical location and gather and interact with fellows in Tiannanhaibei.

The filter who has been in the trend community for a long time is an international student in the United States. He observed a phenomenon that it is rare for young people around to love trend culture. Even wearing basketball shoes in class will be noticeable. Comparing the popularity of domestic trend culture, he concludes that through algorithmic recommendation and community of interest, onlineization allows foreign trend cultures that are actually very small in foreign countries to capture the public faster in the country.

The innate sense of community and cohesion of the trend culture makes the online community the best carrier for incubation and nourishment. The post-95s group’s academic burden and lack of offline entertainment make them more willing to follow the trend and express themselves online. On the Internet, the trend culture also spreads and spreads at a much faster rate than offline. It can also break the boundaries of geography, urban and rural areas, and synchronize with the international community as soon as possible.

Tide brand launch ushering in an online turning point

Compared with the foreign “Drop” model, the tide brand entering China has increasingly chosen to launch on the trend online shopping platform because there are young people who are most concerned and keen to discuss trend culture. A large number of celebrity and IP cross-border co-branded models are also making the trendy single product online from its birth to popularity and dissemination, and gradually break away from the monopoly of manufacturers.

During the epidemic, the popularity of grocery shopping APPs was not surprising, but few people noticed that the growth of trendy e-commerce was closely followed. According to QuestMobile’s data, during the Spring Festival, the average daily active users of Dewu App soared by 25.9%. As the most important sub-category of trendy products, the trading situation of tide shoes is quite representative.

Image source: QuestMobile

On February 1st, 20,000 pairs of Air Jordan 1 mid chrome wings ’women ’s laser tide shoes released on the Depot App were sold.Compared with the sales records of the platform before the outbreak.

Although the epidemic has severely affected the consumption power of the urban middle class, the post-95s group is supported by family property behind them, and there is not much pressure on their lives. They are not hungry for spending money, which has become the biggest bright spot in a dim consumer landscape The single item can definitely be ranked in the top three in their list.

In addition, offline sales have been suspended indefinitely due to the epidemic situation. The popularity of Air Jordan 1 on the App Store is entirely reasonable. The epidemic may become an inflection point, further accelerating the onlineization of trend brand sales.

Social e-commerce is becoming the new favorite of the post-95s

If offline store lottery queues can only form a “temporary community”, then trend e-commerce can gather trend enthusiasts across the country through purchase behavior and never leave. Although all e-commerce platforms are participating in community-based operations, at present, the trend platform has the opportunity to become the best integration space for e-commerce and the community.

A recent report by Tianfeng Securities shows that in the new consumption era, consumers can get the products they need anytime and in any way; the development of digital supply chains based on big data has also made the products in the pipeline not exclusive to A certain store is uniformly deployed at any time according to market demand to meet orders for consumption across the platform.

Technology and digitization have minimized traffic and purchase costs, and they have also become a “catalyst” for e-commerce platforms to sing along.

On the other hand, the epidemic magnified the consumer psychology of the post-90s and post-95s, let us see the real consumer demand of this generation of young people. The grocery shopping app can meet their immediate needs of three meals a day, and the trend e-commerce has become a “container” carrying their spiritual pursuits.

From the age point of view, the trend supporters on the App Store are concentrated in the age range of 18-25 years old-in other words, post-95s have become the main force on its platform. During the Spring Festival, young users flocking to the App App are not just buying and buying. Topics such as #Daily wear challenges, # 宅 家 sunshine shoes, #My sneaker diary are extremely popular, the more they ca n’t go out, express themselves and The stronger the urge to socialize, the more weeding in the community stops.

Image source: Dewu App

The epidemic disrupted the young people’s life, but also “reshaped” the young people’s lifestyle to a certain extent. After more than a month of “foot-footing” life, Yun drying shoesAnd cloud wear and take will also become a way of life for young people outside of offline gatherings, with lower time and communication costs.