2015，The oldest child born in 2000 is now 15 years old，Three years later，They will begin to enter society。As the first generation growing up in a “decentralized” communication environment，Their understanding of personal value，Understanding of ideology，And the emphasis on personal experience，Gather into a powerful force，Gradually rewriting the rules of the game in the business world。Compared to those born in the 1990s and those born in 1985，The strong sense of self-centeredness of the 188bet00s generation，Strong media maturity，And a more personalized interpretation of pop culture，All bring new propositions to future commercial communication。Ogilvy China and Webinsight, a joint Internet evaluation company，Published "188betZero Research"，From the perspective of intergenerational research，Exploring the changes in future consumption trends using the cultural attributes of the 188bet2000s generation，Provides valuable reference for brand communication。

Strong desire for expression and emphasis 188bet

Grown in WEB2.The 188bet00s generation in the 0 era are different from their parents，Most of them deny the concept of "shooting the first bird" and following the herd。Survey results show，Comparing today’s 15-year-old teenagers with their peers from 5-10 years ago，Concern about “how others see you” dropped by 7 percentage points。The booming self-media，Simple and easy-to-use mobile application，It also makes 188bet00s naturally have "as a news source，Being the center of attention” awareness。The increasingly open information environment has also diversified their values，In addition to paying attention to results and rankings，Outstanding other skills，Such as music、Painting、Maker、Computer、Sports, etc.，It can satisfy the "desire for expression" of more 188bet00s generation，Complete social recognition needs。

Compared with being loyal to a certain brand，188bet00s pay more attention to experience and participation。Survey shows，Over the past ten years，Brand loyalty among teenagers around 15 years old dropped by 7%，The opposite is the emphasis on "personal experience"。For example，For Queen Zero Zero，The fun of traveling is taking selfies，Use picture editing software to beautify，Then post it on social platforms to spark discussion，Instead of spending time buying travel souvenirs。Weibo monitoring display，"XX lover"、Tags such as “XX family” rank high among the personalized tags of the 188bet00s generation [see Figure 1]。And those with legendary personal experiences、Characters with rich stories often have a stronger voice in communication。

Realize this，Brings important revelations to marketers: the strong personal consciousness of the 188bet00s generation heralds the arrival of a wave of personalized consumption，The logic of large-scale manufacturing，Ruling the world for a hundred years，Products and services must be built on assets designed for large-scale manufacturing、Supply chain、Based on process，Carry out content communication reform，Fully satisfy young consumers’ desire to “be the center of attention”，Tell your own story at the same time，Make the brand topical and intrinsically vital，Finding a way to resolve the conflict between personalized consumption and mass production。

A "homebody" who is confident 188bet face of pressure and pays attention to health

For those who are about to enter high school，91% of stress comes from studying。However, they are generally confident about it。Under investigation， 55% of students have a positive and optimistic attitude towards pressure，22% of them said they “should work hard to face it” [See Figure 2]，A considerable number of people still learn other skills as their strengths or as extra points in exams besides their heavy schoolwork，Such as piano or computer。The Internet is so far away， More to make the 188bet00s generation “homebodies”，Regardless of the length of the holiday，70% of people choose to stay at home，Study、Social、Entertainment，It can all be completed in a more comfortable environment。While staying at home，In addition to 30% of the time spent studying，Playing games and surfing the Internet on mobile phones also account for 16% and 14% respectively。

At the same time， 188bet00s are also a group that pays attention to health，They have a strong focus on food health，Ten years，Healthier drinks，For example, 100% pure juice、Tea drinks、Fruit and vegetable beverage consumption increased by 17 points respectively、13 and 11 percentage points。As for Western fast food、Consumption of Coke and instant coffee fell by 5 points each、13 and 9 percentage points。

Positively face pressure，Health-conscious “homebodies” bring potential opportunities to brands: future products and services should be more focused on helping 188betzero students solve their academic worries，Help them relax and reduce stress，"Home" is more comfortable，Or do the opposite，Create better health for them、Outdoor living options，Guide a healthy lifestyle。

Cute 188bet language, coexisting with idols

As a group immersed in the “otaku” subculture，Today’s 188betzero generation has its own unique communication vocabulary。"Cute"，Cute language such as "very hard" is flooding social media。Survey shows，188bet00s generation use Internet emoticons 55% more often than those born in the 1990s ，3 times that of those born in the 1980s。corresponding，If the brand can make appropriate use of "buzzwords" in communication，The favorability will increase。At the same time，The "fragmented" after-school reading time of the 188bet2000s generation，Requesting shorter content，Brand communication should be more refined、Copywriting that speaks directly to people’s hearts，Improve communication efficiency。

Different from those born in the 1980s，As a native of the Internet, the way of chasing stars of the 188bet00s generation is more focused on emotional sustenance and identity recognition。Survey shows，51% of 188bet2000s Weibo content is related to idols [see Figure 5]，And the existence of social media，Bringing the distance between these fans and idols closer than ever before，Not only can they choose to wear the same clothes as the celebrities，You can also choose a lifestyle of "symbiosis" with your idols，For example, imitating the lifestyle habits of their idols TFboy and H2K，Behavior, etc.。For brands，Explore every corner of idol stars’ lives through in-depth exploration，Like reading、Rehearsal、Fitness，Various activities derived from it，For example, "Read a book with XX"、"Do homework with XX"、“XXX’s fitness plan” can generate great resonance among the fan base，Thus bringing considerable market potential。

Online shopping people who value practicality influence family purchasing decisions

The 188bet00s generation’s maturity and sensitivity towards media，Enable them to make rational judgments about trends。Compared to ten years ago，The approval rate of today’s 188bet00s generation for “giving up practicality for fashion” has dropped by 6%。As a generation that grew up with e-commerce，81% of the 188bet00s generation mentioned their online shopping experience on Weibo，Compared to ten years ago，The willingness to pay cash in today’s 188bet2000 generation has dropped by 18 percentage points，Saving intention decreased by 8 percentage points，The acceptance of debt consumption increased by 10 percentage points [see Figure 6]。What’s more noteworthy is，Their sensitivity to trends and ability to collect information，It also gives them an important say in family shopping decisions。On the choice of high-tech products，More and more parents will listen to the advice of 188bet00s。For parents，Need to know product information quickly，And user comments to make a judgment；For children，Easy to find、A platform with high credibility is also conducive to quick product selection，And obtain the approval of parents。

This is crucial for some businesses that do not target teenagers，Products and services should take into account the aesthetics and values ​​of the new 188bet，Make the most of parent-child interactions while shopping，Pay attention to the influence of parent-child relationship in purchasing behavior，Using family elements as the internal driver of market growth。