New consumption trend of "Generation Z": Pursuing the same Olympic items as "Post-00s" to seek resonance and belonging
2024-08-13
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Huasheng Online News, August 12 (Ran Zijuan, intern Zhang Yang, Yu Xinlu) On August 12, Beijing time, the 2024 Paris Olympics came to an end in the romantic city. Looking back at this Olympics, a group of Chinese "post-00" Olympic athletes performed well. As these young athletes became popular, their similar products attracted widespread attention in the market.
On August 9, Taobao released the "2024 Paris Olympics Same Style Carrying Power List", which showed that the same style products of "post-00" athletes such as Quan Hongchan, Zheng Qinwen, and Sun Yingsha occupied a place on the Taobao hot search list. Among them, Quan Hongchan rushed to the Taobao hot search TOP1 7 times, and single-handedly brought 12 Olympic styles such as ugly fish slippers, small turtle pendants, and ribbon pain bags to the public. The "post-00" Olympic athletes have undoubtedly become the "carrying experts" of e-commerce platforms. On the same day, the press conference held by the State Council Information Office mentioned that young consumers such as the "Z generation" have gradually become the main consumers. So, what kind of psychology does the pursuit of the same style of "post-00" Olympic athletes reflect?
"I bought the same Olympic T-shirt as Sun Yingsha." 20-year-old Zhang Wei said that owning the same T-shirt as an Olympic champion within her consumption level allowed her to feel her vitality and fighting spirit and learn from her. Huang Siqi from Hunan Agricultural University believes that the various cute and funny accessories reflect the relaxed and fun side of the "post-00" Olympic players in life, which forms a "contrasting cuteness" with the serious side in the arena. Therefore, she bought the same Olympic five-ring glasses as Quan Hongchan, hoping to learn and master this life attitude of "relaxed life and serious work".
Duan Feiyan, a national second-level psychological counselor, told reporters that on the one hand, the "Z generation" grew up in an era of openness and innovation. They pursue more diverse objects and pay more attention to spiritual connotations. Buying the same products is a way to express their personalization. The more dynamic sportsmanship and unique personal style of the "post-00" Olympic athletes can also have a positive impact on the self-growth of young people. On the other hand, in the era of social media, young people pay more attention to social identity and belonging. Owning the same products of Olympic athletes can make them feel that they belong to the same group as other fans and gain more attention and recognition.
Everything has two sides, and buying the same products as the Olympic Games is no exception. Duan Feiyan believes that the behavior of pursuing the same products as the "post-00" Olympic athletes can inspire young people to work hard and is worth encouraging to a certain extent, but at the same time, they also need to maintain rational and critical thinking, keep in mind their real needs, and avoid over-consumption and blind comparison.
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