Once，It is difficult for us to;Wet market”and“Young people”Connected。

From the distribution hub in the era of planned economy to the link of community life，The vegetable market is an obsession for middle-aged and elderly people。They relish the first bite from the fields，How to be cooked、Save、Serve on the table、Satisfy your appetite。

Wang Zengqi said that the vegetable market makes people feel ";The joy of life”，Chen Xiaoqing, the chief director of "A Bite of China" said that the best way to understand a city is to visit the vegetable market，In the mouth of a gourmet，The vegetable market is local、life、Full of fireworks。

And to“No time to live”For the young people，The vegetable market has a fishy smell mixed in the memory、The floor is wet all day long，Bargaining is something that cannot be learned，is the extra &ldquo in 996’s life;Time cost”——Instead of going to the market，Why not turn on your phone，Order takeout。

But188bet Online Sports Betting and Casino 。This year，Xiaohongshu launches“Wet market guide”Topic，Harvest 5964.30,000 views，Douban“Wet market enthusiast”The group reached 15.70,000 people。On the self-media platform，Morning market、Traveling to the wet market has also become a new topic for many traffic bloggers: the average price is 10 yuan and the Nanjing Kexiang wet market is ruined、Find the cure for life at the Kunming wet market......

Consumption downgrade、Be original or return to nature？No matter what the reason，You have to admit it，Young people are falling in love with wet markets again。

01There is a kind of check-in called the wet market

I once disliked the wet market“Dirty and messy”Young people may not have thought of it，One day I will use the vegetable market as a check-in place。

The @orangecannon born after 1985 is Douban“Wet market enthusiast”Founder of the group。Replacement of rent after work，Let him gradually discover the interest and differences between the different food markets around him: when are the seasonal dishes served，Which pork is the freshest......After taking more and more photos of the wet market，He founded &ldquo on Douban;Wet market enthusiast”Group。

“Actually, there was another group about visiting the wet market，188bet app download But the latest post is already half a year ago，So I created one myself”。“I just want to collect my own photos of the wet market”The orange cannon was unexpected，In a few years，There will be so many people like me，Yes“Wet market”Interested in this topic。

The group was founded in 2010，Breaking 100,000 members in 2020，And in 2023，The number of people is close to 160,000，Young people's“Wet market hot”Let the group gradually become popular。

Not only on Douban where literary and artistic young people gather，The latest data from Meituan and Dianping are also displayed，Nearly one month，“Wet market”Search volume increased by over 120% month-on-month，The number of related strategy notes increased by over 110%，The number of reviews increased by over 170%。

Lin Mengyi, a food agricultural practitioner born in the 1990s, started to fall in love with ";Wet market trip”，Visited wet markets in 10 different cities，She said: “The vegetable market can provide the most intuitive understanding of local eating habits”。

Wet market in Guizhou，Local vendors sell chili noodles and tempeh of various spiciness all year round，The tempting aroma of freshly roasted tomatoes and green peppers，Fresh Zheer root is an indispensable raw material for dipping in Guizhou。9、October is the beginning of fishing season，Zhoushan、Vegetable markets in Wenzhou and other coastal cities in Zhejiang will gradually appear in various small seafood，Go to the small pier next to the seafood market to wait for the boss of the offshore fishing boat，You can reap benefits and freshness at the same time。The most special one is the vegetable market in Yunnan，The vegetable market from July to September is full of different types of wild mushrooms，Tired of shopping，Just eat the smoky small pot rice noodles or wild mushroom hotpot directly in front of the market stalls。Compared to a simple vegetable market，This is more like a market，Except vegetables and fruits，You can also buy daily necessities。

Various fungi in the Yunnan wet market. Source: Interviewee

Different from wandering around like this in Mianyi、Senior vegetable market enthusiast who pursues seasonal trends，The popular wet market trips often have a clear purpose.

Not for mountains, rivers, lakes and seas，But limited to food and love。It’s not dreams that make young people get up at five in the morning，But the morning market。

Not only can you enjoy the freshly baked local taste while it’s hot，And cheap，Convenient“One-stop”Punch in。Kexiang, the largest vegetable market in Nanjing, is a street“No more 188bet sports betting app download than 800 meters，Eat it from beginning to end”Breaking popularity this year，Quiet for 1 hour and limited purchase of chicken cakes、Aunt Xu’s cake shop with more than 800 numbers even on weekdays......Young people dragging suitcases to queue，Let this former wet market become a new synonym for Nanjing cuisine。

Not just Nanjing，In the Northeast，Shiqiaozi morning market in Jinzhou because of ";Asia’s largest morning market”with“The amazing price of 30 yuan to eat up”Out of the circle，Even Dama Alley, the morning market in Hangzhou，Also because of the gathering of authentic snacks，Called "" by food bloggers";Proof that Hangzhou is not a food desert”。

The other type of people check in to the wet market just to make movies。Someone said，The destination of citywalk is the vegetable market，This is an alternative shooting place for young people。

You can see the snow-capped mountains from Zhongyi Market in Lijiang，Dali’s Beimen Market is famous for the three handfuls of flowers that cost 10 yuan in a basket。But even the most mediocre food market，Can also meet all the needs of film production。

Flowers in Dali vegetable market Source: Interviewee

Dishes covered with water drops、Just the right light、Unmodified person，Everything is a natural filter。The more niche it is，The more atmosphere there is，Whether you want street photography or humanistic documentary，Prefer Japanese films or literary photos，Just take a shot，It’s the Hasselblad color of a photographer’s dream，The sense of relaxation pursued by the Internet。

02The vegetable market has changed

While market trips are on the rise among young people，The vegetable market is also quietly changing。

First of all, the vegetable market has become cleaner，The rearrangement of the drainage system solved the problem of ";No place to stay”，The vegetable market has also become orderly，A maze of chaotic stalls categorized into different vegetable sections、Meat area、Aquatic areas, etc.。The renovated lighting and layout make the market no longer dim and depressing。The vegetable market is also smarter，Gradually support scan code payment、Deliver food to your home。

In addition to regular modifications，Some vegetable markets are beginning to become“Internet celebrity”。Mian Yi noticed，Some renovated wet markets in Hangzhou“In appearance、The stalls have become visually younger，You can even drink&lsquo in it;Farm Coffee’，Very targeted at young people。”

The Twin Towers Food Market in the center of Suzhou’s ancient city is a typical example of 188bet online sports betting Internet celebrity transformation。From a traditional market to a creative market，The twin towers incorporate Chinese style，Use Suzhou’s traditional font as logo，And add modern design elements。Here，Have a clean and tidy house number、Unified visual system、Clear and reasonable partition management、Exquisite commercialized Suzhou snacks。The vegetable stall says “Eat what you like、Live a lovely life”、“Ginger warms the stomach，And you warm my heart”Wait Internet terms，At the gate of the market，There is even a rest area for pets。Compared to the food market，More like one hereAttractions that play a role in spreading Suzhou lifestyle。

Renovated Suzhou Twin Towers Market Source: Interviewee

As the vegetable market becomes more refined and younger，Brands have also included this place as their own marketing venue。

In addition to the check-in craze caused by Prada entering the market，Kuaishou Store also held a literature exhibition at the Xingshan Road Farmers Market in Qingdao，Pass“The aesthetics of fireworks in the wet market”；Economics professor Xue Zhaofeng chose to hold a new book launch conference at the Sanyuanli Food Market in Beijing，Talk“Wet market economics”......February this year，MUJI and Yongpu join the Shucai Project，Package 1000+ books into blind vegetable boxes，Convey“Buying books is as daily as buying groceries”’s philosophy。

On the one hand,Changes in the wet market attract cross-border brands to inject new vitality，另On the one hand,The vegetable market is beginning to face new problems——The Internet-famous vegetable market attracts young people，But the real “Customer”。Shahubian Market, an internet celebrity market in Wuhan that once served as a successful transformation case，has been quietly closed this year。

Zhong Shuru, a distinguished researcher at Sun Yat-sen University who investigated the vegetable market, once mentioned，The Internet celebrity transformation of the vegetable market sometimes ";Forgetting that the most authentic needs are local consumers”。

Mianyi also specifically reminded when talking about the Internet celebrity food market: “It would be more cost-effective if you could just buy it from anywhere、Special ingredients，It’s better to avoid internet celebrity food markets”。

As Zhong Shuru said: “It is difficult to gather the popularity of the wet market，But it falls apart quickly。Internet celebrity food market serves as a business card for city promotion、A window for image transformation is successful，But as a vegetable market，It is less successful in its 188bet app download most authentic convenience service function。”

How to find a balance between market renovation and community life，It is a new topic in the vegetable market。

03Why has the wet market become a new landmark?

After the number of people exceeds 100,000，“Wet market enthusiast”The group needs to fill in an application to join the group in accordance with Douban’s rules。Team leader@orange cannon said，The application that impressed him most was “I heard that visiting your group is very comforting”。

In his eyes，The wet market is always related to childhood、The memories of hometown are connected，Healing the nostalgia that young people in small towns can’t get rid of in big cities，Once，He shared the Huijinwan Farmers Market in Baoshan City in the group，Some team members who have not returned to China for several years due to the epidemic expressed emotion in the comments: ";Just near my home，I miss home so much”。

Healing is the key word that many young people mention when they mention the vegetable market.

At the vegetable market，Human body senses are opened。You will smell the seafood，Hear the shouts of the local dialect，Exotic varieties of specialties will arouse your curiosity，Colorful fruits and vegetables capture your vision，And the other end，The bustling food stalls are awakening your taste buds and stomach again。All anxiety，It seems that everything is being digested in the noisy vegetable market——Life should be so simple。

Small seafood in Zhoushan vegetable market Source: Interviewee

The epidemic has also made people realize that one vegetable and one meal is the true flavor of life。

Disenchantment with beautifully packaged, high-priced organic vegetables，Tired of the pre-made dishes filling the screen，People in large factories have regained their weekends this year and also regained their expectations for food。Adult small dining table is too expensive、The community canteen is too crowded，Since it is so difficult for young people to eat home-cooked meals，Why not return to the vegetable market，Embracing a certain life in uncertain times。

Zhong Shuru was in“One seat”said in his speech: “More than 80% of food retail in the United States is controlled by supermarket chain giants such as Walmart，No traditional market。Opposite China，This kind of‘Retail Revolution’But it did not replace the wet market。”The reason why Chinese wet markets can thrive，Exactly“Its localization”。

This is exactly in line with this year’s travel trend。No matter it’s the explosion of citywalk，Still Quanzhou、Zibo、Jingdezhen and others are not the same、A second-tier city, 188bet sports betting app download but a small town with its own customs and customs has become a popular destination。Young people’s travel has changed from the same Instagram style，It becomes an experiential way to discover and explore the local area。

Jingdezhen, a small town that has become popular this year. Source: Interviewee

In the era of scarcity and reality，Compared with convergence，Young people prefer individuality。Taiwanese documentary "I stayed at the market all day again" said ";Market，It is the small universe of civilian life”。Wet markets in different cities，Hide the most direct and original authentic flavors and customs of different cities。

This is also the simplest business card of a city.

Guizhou Vegetable Market Source: Interviewee

Nanjing、Kunming vegetable market shows good traffic，And the successful transformation of Suzhou Shuangta Food Market，All provide new ideas for urban marketing。Overseas，The trip to the wet market seems more mature。“Food market + food stalls”、“Food market + artist”、“Food market + cooking experience”.......

In the final analysis，The wet market is the aesthetics of time and space。It spans time，marks the history of long changes in local life，Also across space，is the media linking the place of origin to the table。

Every city needs a vegetable market，Because every city，Everyone has their own thoughts about time and space、Unique story。