Digging up the back of Chinese cock silk culture

In Chinese society, where the status is highly valued, the once marginalized "cock silk" now has a powerful new identity. In recent years, the word "cock silk" has been widely disseminated in our lives and work as if it were seen everywhere. And in view of the "cock Silk" group of growth, more and more Internet companies are starting to look at this group, began to be keen to claim their own user base for "cock silk."

However, for how to attract the attention of "cock silk", how to earn "Cock silk" in the pocket of the former, what kind of talent is "cock silk", and "cock Silk" the biggest demand is what, many Internet enterprises do not really understand and understanding. Some enterprises even put "cock silk" as those who live in the social bottom line of migrant workers, that is a low-income low education low quality "three low" group of people, in fact, is quite biased. This article from the data to you to analyze "cock silk" from where, what is "cock silk", there are "cock silk" needs and what.

Where did "cock silk" come from?

The word "cock Silk" was originally used to insult poverty, lack of heterosexual attractiveness, and to stay at home playing games for young people with very bleak job prospects. To be blunt, the first thing that Dick said was a loser. But as the word spread across the Internet, Chinese youths from different backgrounds began to accept it. It has become a self-deprecating, used to make distinctions with those who are "tall and handsome", who have status, success and bright future, to become the antonym of "Gao Shuai". And when Dick Silk was accepted by the public, the number of self-deprecating people who claimed to be dick was growing, and it had slowly shifted to describe the day-to-day struggles and sufferings of a common Chinese citizen. In today's China, "cock silk" is about to become a mainstream consumer. That is the harbinger of a possible future turning point: China's weaker group may become the mainstream consumer group in the country.

China's GDP growth fell to 7.8% in 2012, and the economy did not continue to be as robust as the following figure. The impact of the economic environment, China's high-end luxury consumption has fallen sharply, 2012-2013 China's luxury consumption reduced by 53%, which makes business people very headache.

At the same time, with increasing public pressure and anti-corruption efforts, fashion-branded watches have led to the downfall of many government officials. The survey showed sales of high-end clothing brands Burberry in the Asia-Pacific region (mainly in China) from 67% to 16% in the first quarter of 2012 to 2013. Swiss watches ' imports have also come down to an incredible increase, with China's 57% per cent imports in Switzerland in 2010, but plunged to 0.6% in 2012.

Who's "Cock silk"?

In the case of the high-end consumer groups shrinking, "cock Silk" group impressively stand erect, become the main force of Chinese consumption. We heard that the main outfit of "cock Silk" is "moving bricks" (used to play video games), including computers, mobile devices, and so on, but that doesn't seem to be true.

According to the survey (pictured above), programmers and the media industry say "cock silk" is the highest percentage, students also occupy a higher proportion, food, service industry and the market advertising industry, such as more self-proclaimed "cock silk", and only less than 10% of the civil servants call themselves "cock silk".

The self-proclaimed "cock silk" person from forums to 90 after the range, which is the most marked in the younger generation, occupy more than 80%, followed by whenever, is again.

In the survey sample, 42.2% of the "cock Silk" has a suite, occupy 48.5% of the majority of "cock silk" no own home, only a very few people have more than two rooms. And the vast majority (68.3%) of "cock silk" no car.

At present, 67.64% of the unmarried "cock silk" are single, there is a part of "cock Silk" is doomed to live a lonely life (as pictured above). So, if you encounter a media worker or programmer who has no car, no room, no girlfriend, and is over 20 years old and 30 years old, yes, he is the so-called "cock wire".

What are the needs of "cock silk"?

Different income levels affect the degree of "cock silk" self-identity. In fact, the survey showed that men with disposable income of 6001-8000 yuan and women earning at 3001-6000 Yuan often positioned themselves as "cock silk". And Beijing residents per capita disposable income of 3039 yuan, indicating that the majority of people who think it is "cock silk" in fact, the income is higher than the social average level. In addition, they do not need to take care of the car or the house.

From the consumer's attitude, "cock silk" attaches importance to the quality of goods and fashion, some people pay attention to leisure, and only less than 10% of people value the necessities of life. The data suggest that while each of them is positioning themselves as "cock silk", they still want to pursue a high quality of life.

"Cock Silk" amateur life is very monotonous, in the free time, they like to hang around at home. At night they often stay at home to surf the internet, especially like playing games. Therefore, social activities are "cock silk" the biggest shortcoming, but also their biggest demand.

The survey showed that only one-third of the "cock wire" had an important other person, that is, on average only three male "Dick" had a girlfriend. In addition, because most of the "cock Silk" is dating between 20-30 years old in the golden period, social activities is their real biggest demand.

Summary：

Those who are considered to be part of the "cock silk" subculture have gradually become a unique consumer group. They have a strong purchasing power and an attitude of rational consumption. The pursuit of high-end, powerful and "high-end" concept is past, now we must focus on the "cock Silk" concept of "quality, thoughtfulness and creativity." "Cock Silk" may become the mainstream consumer of the future, inevitably cause new business opportunities. From this point of view, games, video, friends and other app's fiery is not difficult to explain.

Let's take a look at how these apps capture the heart of cock silk.

Wechat

1, meet the "cock Silk" group's basic needs--communication

Micro-Trust team lead people Zhangxiaolong that communication is the inherent demand, in the new environment of the message system itself is a great value products. Based on the communication between people, the message system is different from the user's stickiness. Break through the traditional people and people by telephone, short message communication bottleneck limitations, communication methods from people and people developed to people and organizations and even between people and objects of communication. Micro-letters will change the way people communicate, with different individuals. To meet the "cock Silk" group for the strong demand for communication, this is to the public rather than the small high-end crowd of applications, from the advent to the development has won praise.

2, the establishment of the same type of user relations-shake

If I no longer surf the internet, is in the process of opening a computer, "cock silk" life in the end how boring and lonely, the Internet compatriots are always more or less feel. By shaking this very simple action, to find people around the same time to shake the phone, to create the same boring two of the relationship between users to meet the needs of the user for social, communication. When it is developed to be able to shake people, but also to the web, graphics, music. Shake, become a kind of clear signal, let the handset help to look for, help to listen, become the "human body enhancement action" under certain scene. In other words, "shake", not only the establishment of "cock wire" the relationship between users, but changed the "Cock silk" way of communication.

Mo

Communication between strangers--poi (user interest point)

If you are in the same environment and have the same interests and hobbies, why not make a friend? MO provides the core function is to solve the problem of understanding between strangers, at this stage, Mo Mo undertook the function of IM, by chatting with the stranger in the vicinity to establish a friend relationship, to communicate the purpose of friendship. With the development of the Mo, based on the location to organize the relationship between people, so that the distance is relatively close, have the same interests, like-minded people together to form a group of friends to complete the "cock Silk" group of social needs.

Whether it is micro-letter, Mo Mo, or other applications such as video, novel, browser, etc., are to seize the "cock silk" hearts of a certain demand, and through the product to meet this demand, so that the product success. So "cock silk" of the fragmentation of time-empty nightlife and weekend how to spend, and what products can give "cock silk" to bring benefits, this is hidden business opportunities are also the design needs to think about the problem. (I dark Horse also believes that the mobile Internet is a fragmented market, which means that the demand for core users diversification, but also means that the vast market space can not be easily monopolized by oligarchs.) In the gold mines of the fragmented era, more gold-panning opportunities are waiting. )