Pursuing instant efficiency, quality of life, and cost-effectiveness, with a high demand for cultural life... As contemporary youth who are "internet natives", they have a more "picky" consumption taste and are more accustomed to digital consumption. In recent years, the integration of e-commerce and digital reality has accelerated, and new formats, models, and scenarios such as instant retail and live streaming sales have emerged at an accelerated pace. The popularity of the knowledge economy and gaming economy has surged. As the main force, how can young people lead the trend of digital consumption? The reporter conducted an interview. New online shopping scene: "Family, come and take a look at this fire thorn plant. It's priced at 2200 yuan per second, and you can buy it if you like..." Recently, at the Yisenyuan bonsai live broadcast base in Shuyang County, Jiangsu Province, the sound of auctions and quotations kept fluctuating. Flower and tree anchors sold beautiful bonsai to various parts of the country through matrix live online bidding auctions. Red plum, black pine and other single products are very popular among young consumer groups Matrix live streaming host Zhou Yanling introduced that this innovative live streaming form gathers anchors to form a powerful live streaming matrix. Through the explanation of professional hosts, it fully displays a rich and diverse variety of bonsai works, attracting more consumers, especially young customers' attention. The transaction volume and turnover of live streaming sales have increased sharply. In recent years, Shuyang County has vigorously developed digital consumption, promoted the new model of matrix live streaming for flower and tree e-commerce, and helped promote the sales of flower and tree bonsai in domestic and international markets. Products such as New Year's Eve flowers have been exported to many countries and regions such as the United States, Malaysia, and Singapore. Nowadays, there are over 350000 employees in the flower and tree industry in the county, and the flower and tree e-commerce has exceeded 50000. By 2024, the flower and tree sales will reach 35 billion yuan. Live streaming sales, short video marketing, instant retail... New forms of online shopping are also leading and creating new consumer demands for young people. According to the relevant research group of the Institute of Finance and Economics Strategy of the Chinese Academy of Social Sciences, the retail sales of live streaming e-commerce in China will reach 4.3 trillion yuan in the first 11 months of 2024, with a penetration rate of 30%. More than 80% of the incremental growth in the e-commerce industry will come from live streaming e-commerce. "E-Commerce live broadcast is a new way of shopping that integrates entertainment, shopping and social interaction, and is popular with young people." Hong Tao, Vice Chairman of the China Society of Consumer Economics and Director of the Institute of Business Economics at Beijing Technology and Business University, said that relevant data shows that the post-90s generation is the main consumer group for e-commerce live streaming. Taking Kwai as an example, live interaction has become a new way of matching supply and demand, accelerating the release of local life consumption demand. In 2024, on Kwai's local living platform, the total volume of commodity transactions of two wheel electric vehicles will grow at an average rate of 232% month on month, and the quarterly sales of some brands will exceed 100 million yuan, of which consumers under 30 years old will account for 41%. At the same time, the rapidly rising instant retail is also becoming a favorite among young people. Meituan flash purchase data shows that in 2024, the platform will sell 500 million pieces of fruit slices, and the sales of flowers, facial mask, skirts, blind boxes, game consoles, etc. will increase significantly, of which the sales of blind boxes will increase by 990% year on year. The number of platform cross city migration order users (instant retail order users outside of their permanent residence) exceeds 100 million, and the number of nighttime order users exceeds 130 million. According to Wang Kai, a researcher at Meituan Research Institute, new consumption behaviors such as ordering takeout to buy flowers, blind boxes, dresses, game controllers, small appliances, ordering essential items with takeout during business trips, and ordering takeout at night are mostly driven by young people who are more adaptable and fond of new consumption patterns, and have also helped millions of physical stores increase their income. There is great potential for knowledge payment. "The color scheme and animation are both very advanced, and it would take me about a day to do them. These 16 yuan are worth it!" Recently, 30-year-old Zhang Lin bought a template for a presentation software. On the template sharing platform she browsed, netizens across the country created and uploaded a wide variety of presentation templates. The template purchased by Zhang Lin has been purchased by over 100 people, and the uploader of the design will also receive corresponding income. Using the internet as a platform, knowledge and educational services are traded as commodities, and in recent years, the scale of the knowledge payment market has continued to grow, with an expanding user base. According to relevant data, from 2016 to 2022, the market size of China's knowledge payment industry has grown from 2.65 billion yuan to 112.65 billion yuan. It is expected that the market size will reach 280.88 billion yuan by 2025, with a user base of 640 million people, including a significant proportion of young people. With the increasing popularity of short videos, paid content such as videos and live broadcasts are gradually occupying an important position in the field of knowledge payment. With the support of algorithms, audiences are more likely to access videos that meet their needs, reducing the cost of "finding courses". On different platforms, the prices of instructional videos targeting the needs of young people for improving their workplace skills, expanding their interests, and promoting psychological growth range from a few yuan to tens of thousands of yuan; In the Q&A community, some professional respondents can earn tens of thousands of yuan per month by writing high-quality paid column articles. In the era of information explosion, young consumers also have a more "picky" taste: in addition to focusing on the quality of knowledge, they also pay attention to the personalization and cost-effectiveness of content and services. Online private domain teaching based on social platforms is gradually becoming popular. College student Zhu Meng spent 1200 yuan to purchase a six-month online fitness guidance service. "The video is detailed and can be paused or replayed. The coach will customize exercise and diet plans based on my monthly situation and answer questions at any time." It is reported that during peak hours, online weight loss coaches can receive more than 10 orders per week. With the rapid development of technologies such as AI, the forms of knowledge payment have become more diverse. Recently, an intelligent AI speaking software has been very popular. Users can choose AI characters with different accents and roles to engage in situational conversations at any time, and also provide services such as grammar advice and pronunciation correction. Li Xiao, a college student, bought a lifelong member after experiencing the experience. "It is the same as a real person conversation, without social pressure, and is very suitable for introverted students who have no chance to contact foreign teachers." "The economic potential of knowledge payment is huge, which is worth looking forward to." Ouyang Rihui, vice president of the China Internet Economics Research Institute of the Central University of Finance and Economics, said, at the same time, it should be noted that the scientificity, accuracy and authenticity of knowledge need to be improved, and copyright protection issues are also more prominent. Knowledge is a non-standard product and lacks unified evaluation standards, making it difficult to protect rights in the future. The issue of some platforms exaggerating and creating anxiety through deceptive advertising is worth paying attention to As a deep user of knowledge payment, Zhang Jiajun, a young researcher at the Chinese Academy of Social Sciences, believes that the quality of paid content varies greatly, with some unqualified lecturers filling in the gaps and sometimes mixing false information or misleading statements. Some online paid courses have "nested child" charges. In this regard, Ouyang Rihui suggests increasing technological research and development efforts to achieve plagiarism tracking and screening of low-quality content, while strengthening industry self-discipline through leading enterprises and promoting the formation of a good industry ecology. The game economy is full of vitality. Holding a game controller, sitting in front of the computer, player Xu Wang controls the computer game character to perform various moves, enjoying the leisure time of the weekend. 29 year old Xu Wang started buying games on gaming software platforms in 2017 and has since purchased nearly 200 games worth over 10000 yuan. According to the data from the 2024 China Game Industry Annual Conference, the total revenue of China's game industry in 2024 will reach over 320 billion yuan, of which 280 billion yuan will be from domestically produced and researched games; The number of players is about 670 million. From special fund support, tax reduction and fee reduction to improving industrial supporting facilities and talent introduction, many regions have introduced policies to support the development of the gaming industry. In recent years, domestic games have developed rapidly, with young people under the age of 35 accounting for the majority of the domestic player population. Many games are designed according to the preferences of young people Liu Mengfei, a graduate supervisor at the School of Art and Media of Beijing Normal University and director of the "Game People" Archive, said that games that combine excellent traditional Chinese culture are highly popular among young people, and there are also more and more Chinese style games. According to the "2024 China Game Industry Report", the revenue of the Chinese console game market in 2024 was 4.488 billion yuan, a year-on-year increase of 55.13%. It is understood that this growth is closely related to the phenomenal game "Black Myth: Wukong". According to relevant data, the game has sold over 22.7 million copies on the global gaming platform Steam, with revenue exceeding 7 billion yuan, and has also performed well on gaming console platforms. The 2024 China Youth Consumption Trend Report points out that nearly 30% of young respondents will consume for emotional value. I used to buy more AAA foreign games, but now domestic games are getting better and better. My friends and I are very excited and will buy them to support us as soon as possible, "Xu Wang said. Young players have strong purchasing power and willingness. Game consumption is not only limited to the game itself, but also includes extended consumption such as hardware equipment and offline travel. In order to play more smoothly, many friends around me have bought new game consoles, "Xu Wang said. In 2024, he also updated his game equipment, with related expenses exceeding 10000 yuan. The "2024 Game IP Cultural and Tourism Innovation Potential Research Report" recently released by the China Tourism Research Institute shows that players who play games 3 to 5 times a week travel more than 3 times a year, and 88% of game users are willing to participate in offline scene experiences and activities. The launch of the game "Black Myth: Wukong" has driven the popularity of Shanxi's related ancient architectural tourism and intangible cultural heritage, indirectly confirming the full vitality of the game economy. (New Society)