A cat-shaped society is taking shape.
Editor’s note: This article is from the WeChat official account” new economy boiling point “(ID: xinjingjifeidian) , author: Jun boiling point.
There is a popular saying on the Internet, go to Douban is all literary youth, but Douban is not all literary youth. Interestingly, I recently discovered another type of youth in the Douban community-“cat-sucking youth”.
First of all, a post attracted me to find the “Cat-loving Life” group. This is a discussion group that is about to reach 380,000 people. The content is all-encompassing. Discussion, group buying, idle, adoption, exchange… In short, everything about cats , Can be found here.
I also found a niche cat sucking group whose slogan is very special: “I can’t draw cats, how can I live in this cruel world?” This group named “Soul Painting Cat School” has more than members 9,000 people, all exchanges, “must contain cat paintings”.
Tuyuan Douban “Soul Painting Cat Pie” Team
The so-called “soul painting” adheres to the spirit of “not necessarily professional, but interesting to draw”. For example, a cat owner draws his cat as a cause of love Stan’s expression; there are also special paintings of his own fat cats “various sleeping states”; the most powerful is the use of Chinese paintings to show the various states of his cat’s life.
Give a glimpse of the leopard, the young cat lovers on Douban should be a group of hot High quality of Aiyi youth.
1. Cats become the top stream
It is understood that discussion groups such as “Love Cat Life” and “Soul Painting Cat Pie” are spontaneously established for Douban users. Among them, “Cat Life” was founded in March 2019. The “Dog Life” group that was in the same period has developed so far, but there are only more than 40,000 members.
This is in line with the trend of cats becoming the “top stream” in the Internet world. As early as September 2016, a Japanese kitten video called maru set a Guinness World Record for its 300 million views on YouTube.
Japanese kitten maru
According to a survey conducted by Tencent Research Institute in 2018: Zhihushang, cat’s attentionThere are more than 330,000 people with more than 50,000 topics, while dog’s attention is less than 200,000, and topics are less than 40,000; on the post bar, cat bar has gathered 2.14 million people, and dog bar has only 1.09 million; Weibo, cats have more than 1.1 billion topic readers, while dogs have only 100 million.
Cats are more popular than dogs on the Internet, and are related to the group image characteristics of the caregiver.
Dog lovers are more cheerful, will participate more in outdoor and human activities, and will not spend the same amount of time spreading dogs online. The cat breeders are introverted, they have an independent heart like “cat sex” and are more “home”.
The “White Paper on the Pet Industry in 2018” shows that 78.7% of the cat users are otaku and otaku, and the average daily use of the Internet for cat users is about 1 to 3 hours longer than that of non-cat users. Therefore, it is well-documented that cats can become a traffic distribution center on the Internet.
As a community established in 2005, Douban has also noticed that more and more young people love to suck cats. Therefore, at the end of November 2019, Doubanguan has conveniently established “伴pet paradise” group, compared with spontaneous groups, it is more focused on spreading the content of “how to raise cats scientifically”.
For example, on the official account of the same name as “Pet Pet Paradise”, 272 original articles have been published so far, among which there are many such articles: “Hypertrophic Cardiomyopathy-The Cat’s Invisible Killer” and “Before Taking the Cat to the Hospital, Training it to adapt to cat bags is really heavy”Yao”…it has the style of “Doctor Lilac in the cat world”: behind the popular science topics, there is a scientific spirit of seeking truth.
In addition, “Pet Paradise” also has a WeChat mini-program of the same name, which links most of the items that shovel officers need when caring for cats: cat food, cat litter, cat toys, cat house…
According to publicly available data, in 2018, the number of cat owners in my country was close to 50 million, and the consumption scale reached 30 million. Online consumption has only risen and is on the eve of the outbreak.
For communities like Douban, the front-end content is based on user interest and value, and it is possible to transform e-commerce into monetization. This is a bit like Little Red Book such UGC community, grasp the fields of beauty, clothing, medical beauty, etc. The spread of word of mouth.
2.Valuable evaluation
Since its establishment in 2005, Douban Community has adopted “interests and discoveries” as its logic, and established a connection between “people and things and people” as its original intention. Now, Its continuously iterated movie scoring system has become another yardstick for movie publicity.
This year’s National Day box office films “Win the Champions” and “My Hometown” both scored 7.3 on Douban and 9.1 and 9.3 respectively on Maoyan. There is also a consensus among the young artists. Douban scores are relatively harsh, a new commercial film, if Douban scores 7, it is worth watching.
Scores will further influence people’s behavior. In 2015, a research by Chen Qin, a researcher at the School of Economics at Fudan University in Shanghai, said that it will be shown on weekendFor every higher Douban score of a movie, a movie will get 350,000 more box office.
About Douban scores adhere to the principle of “commercial independence”, there is a story circulating in the market: Someone once asked Douban founder Abei to modify the score, but he decisively refused. He said that Douban does not have the background to “modify the average movie score”. “What can I do to make Douban score higher?” The founder replied: “I really don’t know what else to do besides making good movies?”
In short, after a relatively long development, now Douban, in addition to presenting high-quality content, has formed a scoring system for books, movies, and music, which also constitutes its core business value.
In the field of life services, there are Popular Comments, there is Douban in the book, audio and video field, and Xiaohong in beauty and clothing Books and various comment systems are intertwined, which is also a unique landscape in China’s Internet industry.
3.Empty-nest youth love to suck cats
The tonality of Douban has been established since its inception. The content is niche, but it has also gathered a large number of literary and artistic youths because of the spiritual life of this group and books. , Film and music related, in a sense, while they provide content to Douban, Douban also feeds back and becomes their spiritual home.
In the past, there was no such appellation as “artistic youth”. On the contrary, the cultural group loved cats more, and they left a lot of stories about them. For example, Mr. Feng Zikai has raised many cats in his lifetime, such as “Little Four” and “White “Xiang” and “Uncle Cat” have all experienced troubled times with him, and he does not hesitate to describe these cats in his works.
Mr. Feng Zikai’s works
Some literati’s articles also use cats as the theme, Zheng Zhenduo’s 1925 “Cat”, Su Xuelin’s “Cat Tragedy”, Ji Xianlin’s “Old Cat”, Hu Shi The poem “Lion”……
The literary and artistic youth Dave, by counting the cat lovers of previous Nobel Prize winners, came to the conclusion: “If there are a thousand writers, there are a thousand ways to love cats”.
This long list includes Kipling, Yeats, Bernard Shaw, Herman Hesse, Andre Gide, Eliot, William Faulkner, Churchill, Hemingway, Canada Miao, Sartre, Beckett… even the Chinese writer Mo Yan.
Nowadays, cat users are “breaking the circle”. The White Paper on the Pet Industry in 2018 shows that in China, 80% and 90% of cat users account for nearly 80%. The geographical distribution is dominated by first- and second-tier cities with occupational composition. In terms of working population, the largest proportion, followed by students.
The breaking of the circle of cat suckers is also a manifestation of the changes that Chinese society has experienced.
In 2018, the Tencent Research Institute conducted a survey and concluded that China is entering a “cat-shaped society”, which is expressed as “a society similar to cats’ temperament formed after entering a well-off life. People’s survival pressure drops, and the behavioral characteristics of the crowd are moving closer to cats. They are no longer keen on competition and pursue comfort.”
Regarding whether there is a reduction in the pressure of the emerging population, consumer research expert Li Qian attributed it to the rise of new consumerism. The pressure on the younger generation is either being shared by their parents or they simply give up. “The Chinese used to I don’t know how to spend money, now I’m learning to spend money.”
Empty-nest youths have this label: “Most of them are far from home, working alone in big cities, single and living alone.” Regarding this phenomenon, the National Civil Affairs Bureau also has relevant statistics, ChinaThe number of single men and women has approached 200 million, and the population living alone rose from 6% in 1990 to 14.6% in 2013, with more than 58 million Life alonelive.
Interacting with cats can reduce individual anxiety, depression and loneliness, improve happiness, self-esteem and conscience, and even have a positive impact on patients suffering from mental illness and help them recover better. Indiana University professor Jessica Jerike once studied 6795 volunteers. After watching cat movies, cat suckers are more likely to be cured.
Regardless of the cultural people or the empty-nest youth of 8090, the addiction to pet cats also benefits from the “cat nature”. Their appearance has evolved to resemble human babies: round faces, big eyes, small nose, these factors can stimulate people’s “nurturing brain”, activate the parental or motherhood of the nurturers, and provide them with love unconditionally .
Wandering loneliness, rising housing prices and rents in big cities, and fierce competition all make “accompaniment” and “emotional sustenance” the rigid needs of empty-nest youths, and more post-80s and 90s are more willing to suck Compared with dogs, cats have lower raising costs, and the independent personality of cats does not appear to be troublesome in the raising process. Therefore, in this Internet traffic war between cats and dogs, cats become counter-attackers.
(This article was written by New Economic Boiling Point, please do not reprint without authorization.)