Going to the temple to burn incense, go to Zibo to catch up with roasting, wandering in reality, painting style is changeable, and the main focus is young people who are unconventional. They choose to go crazy between radiance and fever. They try to solve some mental problems with the help of "crazy literature". All elements of life, such as life, love, star chasing, and travel, can be created, creating many hot topics.
To survive, but also to live, this year's young people are crazy and happy. On the one hand, he loves the fireworks in the world, squeezes time to become a "special soldier", and frantically squeezes into the Zibo barbecue train; on the other hand, he gets involved in temples and worships Buddha on the mountain, and travels in reverse to find a new spiritual resettlement point. Recently, dopamine outfits have become popular again, and wearing happiness on the body is simply "cool and spicy".
I have to say that this year's young people are a bit of a hot search physique. With the help of data aggregation, we try to take stock of several trends belonging to young people.
01. In addition to three sticks of incense, there is also a scratch-off card to save young people
Young people who are struggling with anxiety in reality play the Great Compassion Mantra in their earphones, use their iPads to knock wooden fish, flock to temples for meditation, and seek refuge in front of the Buddha. After being illuminated by the Buddha's light, the young people have found a new healing law. Now, you can see that online celebrity stores are no longer the only ones queuing up on the street, and there is also a 30-square-meter lottery station. The bracelets you asked for last winter are no longer working. Wish, a young man with dozens of huge sums of money in his pocket, gets lost in front of each scratch-off sheet, and in the few seconds between scratching out the numbers, a visible future is written at the same time.
Members of the 15 yuan video site are reluctant to open, but the 20 yuan scratch-off music is just scratching. According to the data of the Ministry of Finance, since January-April this year, the sales of instant lottery tickets nationwide have reached 30.426 billion, a year-on-year increase of 31.4%. Looking at the entire network According to social media fermentation data, as of June 26, the number of social media posts related to the topic of scratching music has reached 660,000, and the cumulative interaction volume has exceeded 100 million. It set a record of 270 million readings and sparked a discussion on the topic of #少年何趣喜招勃乐#, and the little red book, which is a heart-to-heart strategy, directly gave the secrets of scratch games and a guide to redeeming prizes, trying to make everyone have a bright future .
02. Instead of being "special soldiers", some young people joined the Sunset Regiment in reverse
Walking 30,000 steps a day, staying up for 48 hours, visiting popular attractions intensively, and achieving the best efficiency within limited funds and time, tourism has been turned into a race against time by this year's college student "special soldiers". However, there are also some young people who choose to simplify the complexity and speed up 40 years in advance to join the Sunset Red Tour Group with an annual average of 65+, to visit the scenery of big cities and small towns with grandpa and aunt, or to enter niche scenic spots in reverse, and bid farewell to the popular cities that others follow. , Immersive experience of the quiet time.
"Special Forces" and Sunset Regiment, the two travel methods present completely different styles of painting. Everyone has their own distant places to go, but they all have the same "happiness". Through the data word cloud provided by Shushuo Aggregation, we can see that the tags of "special forces" are "limit", "light speed" and "youth" . A wave of "special forces" will start a new round of journey. The main tone of the sunset group is "quiet mind", focusing on the peaceful state of mind that is scarce at the moment.
03. Release in the sound wave, save 1000 kinds of unhappiness in life
Some young people are traveling, and some young people are at the performance scene. Taking over the popularity of tourism, the "concert economy" has become a new trend nowadays. According to data from the China Performance Industry Association, during the May Day holiday this year alone, the number of large-scale music festivals and concerts has increased by more than 35% year-on-year compared with 2019, with box office revenue reaching 646 million yuan. According to the data provided by Shushuo Aggregation, since the first half of the year, the cumulative volume of discussions on concerts and music festivals has exceeded 140 million, which is about twice that of last year.
Young people follow the rhythm of the notes, and brands are also trying to catch young people with music. In November last year, Jay Chou held an online "Friends Club" in Kuaishou, and the sponsor FAW Hongqi took advantage of the trend to hit the hot list. This year's Shanghai Strawberry Music Festival, Daily Fresh's sub-brand Xiaoxianyu appeared as an official partner. Brands such as Yuanqi Forest and Michelle Ice City have launched joint music festival activities to "disco dance" with consumers through the naming method, which has driven huge topics and traffic for the brand, such as the "Ice Cream Music Festival" of Michelle Ice City, It has triggered 1.5w+ posts and discussions, and the reading volume of Weibo topics has exceeded 69 million.
In addition to "Snow King" who understands young people, some high-end brands are also trying to connect consumers through music. In February this year, FAW-Audi teamed up with Tencent Video and "Esquire" to create a seaside concert for car owners. The ingenious communication of the brand concept of "Try it before you say it".
04. Farewell to Frisbee, "CityWalk" is quietly popular this summer
The Frisbee sport, which was so popular on the Internet last year, went out in less than a year. Young people who love early adopters are fascinated by a new cool activity, CityWalk. CityWalk (city roaming), generally refers to walking, cycling, etc. around the city streets. How hot is this event right now? According to the data aggregated by Shushuo, since the first half of the year, CityWalk has posted more than 350,000 social media posts on the entire network, among which the number of Xiaohongshu notes is 160,000+ (the number of notes in the same period last year was 110,000), occupying an absolute voice share . From the perspective of fermentation trends, on June 5, a marketing account posted a post on Douyin and Xiaohongshu platforms that caused heated discussions, and then a series of check-in and follow-up content appeared; on June 21, Li Xian appeared in Prada2024 spring and summer men's fashion Show, posted #罗伦萨城市Walk# microblog, which immediately triggered a lot of fans to post and discuss.
Aside from the celebrity filter, CityWalk was actually included in the "Top Ten Life Trends in 2022" by Xiaohongshu as early as the beginning of 2022. Through data aggregation, we found the three cities that were "walked" the most, respectively For Shanghai, Beijing, and Hong Kong, from exploring fashion stores to hutong shuttles, all kinds of scene routes are available on Xiaohongshu, which not only becomes a travel check-in strategy for young people, but also provides local young people with a brand new way to explore the city they live in. way.
Intermittent emo, continuous madness, young people live their lives to the fullest, and we will continue to look forward to what will happen in the future.
DataStory
aggregation of numbers
The above data all come from Shushuo Story's Internet big data acquisition and analysis tool - Shushuo Aggregation, which integrates Shushuo Story's full data capabilities and cutting-edge algorithm capabilities, and gathers social media, long and short videos, news, Q&A, e-commerce and other Internet massive Data source, providing a one-stop big data solution from data acquisition, search query to insight analysis, enabling enterprises to conduct marketing review, industry data insight, comparison of competing products, product reputation management, public opinion monitoring and analysis, etc. 10+ Commercial application scenarios.
More exciting content
Stay tuned!