□ Zibo Daily/Zibo Evening News/Expo News
Reporter Hu Quan
“This lipstick can significantly brighten the skin color, many stars and Internet celebrities are using” “The dishes of this restaurant are very distinctive, you must try it”, “This watch said on the Internet, it can help me record, forming a good exercise, forming a good exercise”Habits” … The consumption of young people seems to have been circulating in “grass and grass”.Data show that young people aged 27 to 39 accounted for more than 60%of consumers of “grass -growing economy”, and the proportion of female consumers was close to 70%.
“Planting grass” is a process to recommend something to others to make it feel good.Ms. Wang, 28, claims to be a typical “easy -to -grow”.She told reporters that whether it was brushing a short video to a beautiful dress, or seeing my colleague’s net red envelope, it may only be just discovering the explosive milk tea of good friends in the circle of friends, which will evoke her desire to consume.”I always joked with my friends, and now I am‘ I ’m in love with a grassland, I’ m afraid that I do n’t have money in my pocket. ”Ms. Wang said.
Why are consumers more and more likely to be planted?The reason is mainly due to the chase and trust of the original authenticity of the influencer effect.The follow -up effect prompts consumers to be more likely to be “planting grass”, and the recommendation of Internet celebrities and stars reflects people’s public psychology.
Mr. Wang recently fascinated his fitness. He bought equipment such as wrist care, waist guards, running shoes and smart sports watches according to netizens, and spent more than 5,000 yuan.Among them, a smart watch worth more than 3,000 yuan is his biggest expense.”I brushed the evaluation of this watch on the short video platform. The evaluation blogger said that it had sports reminder functions, and I could record data such as my heart rate and calories consumed in real time during exercise. I am afraid that I have no exercise without exercise.Experience will be injured, so I went to the offline store to buy this watch. “Mr. Wang said.
Industry insiders pointed out that the process of consumer “grass” is actually receiving an alternative advertisement.This kind of advertisement is no longer carefully planned by merchants, but from the outside world’s views and claims. Whether it is a star or an Internet celebrity, their goods logic is attractive, contagious, and high emotional saturation, which satisfies people, which meets people.Emotional value.In this era of “planting grass”, many merchants also set up a “ride”.On April 10, the reporter visited many retail, catering and service stores in our city, and found that many merchants have shifted their publicity focus to social platforms.
Ms. Zou, the person in charge of a clothing store in our city, told reporters that she registered social accounts for the store last year.On the account, she will publish new clothing in the store, and at the same time, she will give advice on dresses according to different seasons and popular trends.This attracted a lot of customers for her shop.”Now the account is updated almost every day, and it has attracted a lot of fans. I have counted it. About 30 % of customers have shifted from online to offline.” Ms. Zou said.
Young people are keen to explore and eager to try new things.Therefore, “grass” makes young people feel the sense of participation during the consumption process, and actually pays for emotional value.
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