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消费社会的浪潮正在以不可阻挡之势席卷中国,陆续步入工作、独立生活的“80后”“90后”俨然成为消费主力。多数独生子女由于出生、成长的时代环境与父辈、祖父辈完全不同,形成了以“自我”为中心的生活方式,由低层次的消遣型、娱乐型逐步转变为高层次的知识型、发展型、智能型新新消费。目前关于新新消费的争议,还是集中在非理性消费导致的支出失控上,“存不下钱”“月光族”已成为现代年轻人的标签。百亿快递废弃物日渐堆积成山,我们却还在买买买……全球最大市场研究集团之一的凯度发布《2017中国城市新消费者趋势》报告指出,借助移动互联网、社交媒体、人工智能、云计算等创新技术,中国市场主体已形成了新的商业生态模式。西方文化、现代生活方式和物质的丰富已经唤醒了中国消费者的“自我”意识,缺乏积累、乐于消费、不做计划的“80后”“90后”成为了消费主体。新新消费时代下的“自我”消费逻辑追求个性、时尚、品质与体验,利他精神逐渐弱化,取而代之的是强调个体、寻求自我认同、自我优势与利益最大化的价值观。
The wave of consumer society is sweeping through China with an irresistible momentum and one after another has become the main force of consumer spending. Most of the only-child due to birth, growth of the times and parents and grandparents completely different environment, formed a “self” as the center of the way of life, from low-level recreational, entertainment and gradually transformed into a high level of knowledge, Development, intelligent new new consumer. At present, the controversy over new and new consumption is still focused on the uncontrolled expenditure caused by irrational consumption, which has become the label of modern young people. We are still buying and buying ... Kantar, one of the world’s largest market research groups, released the “2017 New Consumer Trends in Chinese Cities” report, pointing out that with the help of mobile internet, social media, artificial intelligence , Cloud computing and other innovative technologies, the main body of the Chinese market has formed a new commercial eco-mode. Western culture, modern lifestyles and material enrichment have awakened Chinese consumers’ awareness of “self”, lack of accumulation, willingness to consume, and unplanned “after 80s” and “90s” have become consumers . The pursuit of individuality, fashion, quality and experience in the logic of consumer self-consumption under the new consumer age has gradually weakened the spirit of altruism and replaced them with values that emphasize individuals, seeking self-identity, self-supremacy and maximizing profit.