After 90 years on China, these things investors should know

Abstract: So far, IDG has invested in 90 post-90 projects focusing on young people's lifestyle and young people's entrepreneurship. After 90, many people have real interest and idealism, with independent thinking and freedom, and have created The same way of living entertainment, and

So far, IDG has invested in 90 post-90 projects focusing on young people's lifestyle and young entrepreneurship. After 90, many people have real interest and idealism, with independent thinking and freedom, and have created different Life and consumption of entertainment, and can be more pure effort and perseverance.

The logic behind IDG's investment in the 90-post project has similar logic to investing in financial projects three years ago. IDG began to finance three years ago, but no Internet financial bubble has yet emerged. 22 financial-related companies in China, including Credit Suisse and Copper Street, have been voted in. The U.S. has invested 4 financial projects including Coinbase / OpenCoin virtual money company, a payment company .

As the Internet financial bubble started in the second quarter of 2013, many people with a background in finance started their businesses. As a result, the number of alternative investment targets was increased and the time taken for them to be chosen was even more hasty. Half of China's 22 Internet financial projects were in 2013 Year while the other half are invested before 2013 and 4-5 of 22 projects valued at or above 100 million U.S. dollars.

As a result, IDG "catches up twice as fast" on investment projects, one on Internet finance, one on young lifestyle and young entrepreneurs.

Many people in the post-90s have real interests and idealism, have created different ways of consuming and consuming life, and have been able to exert more pure efforts and perseverance.

90 after the values

After 90 of their collective background is:

Relatively lonely and self. Due to stricter family planning, there are fewer peers around. Family responsibilities and stress are small. The post-90s parents were born in the 10 years of rapid economic growth in China and are now the mainstay of society. Lack of collective memories. Growing up in the rapid development of China in the past 20 years, the social changes are too fast and the common things experienced after 90 are relatively short-lived. Therefore, there is a lack of collective memories. Have a better educational background. University enrollment and population inflection point occurred at the same time 90 generations; more skilled use of technology products; more skills and personal interests, more inclined to choose business. Relative to 80, 90 has the following characteristics: more personality, more open, more willing to express, more freedom, more material. Among the many tags in the 90 after the most significant are: home rot, high profile, freedom, gossip, fashion, optimism, kindness, sensitivity, rebellious, nervous, emotional, personality, etc.

From the perspective of social psychology, the biggest difference after 90 is that the student class differentiation is more obvious. 70,80,90 after experiencing social stratification at different stages of life led to 70,80,90 after the emergence of different characteristics. China's rapid economic development led to 70,80,90 with a distinctive chronology.

From a socio-psychological point of view, it has undergone rapid growth in the past decade or so, accelerating social wealth differentiation to a certain extent and at the same time social stratification has begun, which in turn has given the 70,80,90 different characteristics. For 70, experienced social stratification at a stage of psychological maturity in the 30-year-old to 40-year-old facing the wealth of Chinese society, the rapid division of classes, will not have a great psychological impact.

For 80, after graduating from college or graduating from the rapid social stratification, such stratification on the 80 caused more prominent impact. 80 is easier to criticize the community, at the same time earlier into the nostalgic age. Nostalgia starts after age 80 or even age 25, while nostalgia is considered to be slightly dissatisfied with the status quo in psychology or a slight miss of the past.

When they were in primary school after 80, there was a small gap between parents and parents in their peers. However, when they entered college or college, their peers in the same age rapidly differentiated. The impact of social stratification on the post-80s group is that it is important to recognize that the choices of opportunities for the surrounding peers are different from those on the road.

For 90, 90 after a smaller stage to face the reality of their peers is not the same, that because of their peers in different families, the opportunities faced will be different, so after a very small social groups formed 90 Consciousness. Premature acceptance of social reality leads to post-90s pent-up dispositions.

Tier-2 cities 90 after the main feature is a part of 90 became easy to accept the reality. Because after 90 found that it is difficult to change and has accepted a lot of psychologically difficult to accept the surrounding differences and reality since childhood, so some people in the post-90s are satisfied with the status quo in life, manifested as more residential, more passive on the surface, the more the status quo, Another part of 90 has also become very polarized, become very idealistic, willing to transform the reality.

Han Han and Guo Jingming can basically reflect the difference after 80 and 90. Since Han Han took the style of writing sharp, critical reality, satirical politics and instilling the characteristics of his thoughts, he was loved by the post-1980s; however, Guo Jingming was sought after by the characteristics of unreal, romantic, beautiful world and individualized choice.

At the material level, since the post-90s growth in China's rapid economic development era, almost no experience of material age, a lot of things can be obtained from childhood, therefore, 90 after the material appeal is more obvious, but more based on Material needs, they are more willing to choose things that represent their opinions, emotions, expressions, and characteristics. In short, because 90 no longer focused on the needs of the basic material more personalized. Their personalization mainly in the following areas:

1) 90 after the popular entertainment

"Four kings" era is no longer, but more personal choice (such as the large-scale women's team snh48, Star tactics, there is always a right for you). After 90 more popular and involved in the process of star birth, such as draft, grassroots star, online Reds. Due to the more individualized changes in the younger generation in terms of consumption, some brands have expanded to cater to the younger generation of decentralized marketing.

For example, in July 2013, Coca-Cola had tried to mark a name on each Coke bottle. Consumers bought a box of Coke and could choose a label for their name. This led Coke to buy Coke after 90 or even 80 , Which is a successful case of a big brand looking down to decentralized marketing. After 90 by the Japanese culture to deepen the acceptance of home culture increasingly high, such as comics, animation and so on.

2) After 90 in the way of expression more polarized

Due to the convenience of Internet access, premature 90 intake of too much information. Many online buzzwords are reflected in the language posted on it. New buzzwords (such as "tired do not love") exist in 90 after the language expression, because after 90 contact with the Internet from childhood, too much information exposure, So they are seeking to express the polarization needs.

The so-called polarization is how to reach the point of stimulus or excitement, because 90 after the language stimulus threshold has been premature access to Internet information becomes relatively high. After 70 seems very extreme language or expression, after 90 is quite normal.

3) After 90 is good at looking for what you want from the chaos of the message

IDG has invested in a barrage project - Bilibili. Barrage to meet the needs of 90, that Tucao and expression, hair barrage reached the expression of desire, to accept the barrage users also find the fun.

I personally could not accept this form of barrage at first, thinking that the barrage affected the user's browsing experience. However, after interviews with users, users said that this form not only hindered the enjoyment of the movie plot can also see the movie content slot.

Over the past six months in the B station's user browsing features showed mobility and extensive, users not only watch the B station also watch movies, micro-video and so on. Although station B was originally only a cartoon and anime, it became an important part of the entertainment experience after 90s in movies, etc. due to its unique expression and living characteristics. After 90s, the characteristics of lifestyles gradually became the characteristics of the era.

In addition, IDG has also invested in 90 post-lifestyle projects - Face Meng, such as face Meng, solve the cartoon needs of young people more. Face Meng overseas version Face Q on the line for two weeks, without promotion, in the United States, Britain and other countries boarded the entertainment download list or the total list of the first, download more than 1 million, which shows that After 90 lifestyle, expression changes, the enormous power of the evolution.

4) After 90 is more willing to consume things with emotional attributes

Ordinary substances, the kind of needs of the type of food after 90 is not a typical demand, after 90 happy to spend the spirit level, with the emotional attributes of things. Such as hands to do (on behalf of the cartoon doll image), a hand to do the price of a few hundred dollars to a few thousand dollars; such as Cosplay, Cosplay price in a few thousand dollars. Cosplay has become an essential college clubs, there are currently more than 400,000 Coser, and the number is still rapidly increasing.

5) 90 after the performance to be stronger

More familiar with the Internet after 90, without too much worry and concern, but also know how to protect themselves, more expressive desire. Through the video, photos, text and other ways to show the performance of desire, such as barrage, photo spoof, network buzzwords.

According to 90 after looking at the future of the Internet investment opportunities

The demand of mainstream people born in 1985 in different stages in 1984 represents the commercial development mode of China's PC Internet at different stages over the past decade or so.

The 85-year-old population was primarily engaged in small recreational needs during school hours, such as social tools; the demand for more entertainment and games while attending college led to the development of Internet games; and the initial gradual socialization of the university Demand, resulting in a number of job information Web site; when they entered the community, consumer attitudes generated, so there has been the beginning of e-commerce.

From the category change of e-commerce in the past six years. From 2007 to 2008 Taobao seduced consumers by selling clothes that were cheap, stylish and cost-effective. At this time, the post-85s are at a stage where they just graduated from college and entered the society, mainly in consumer goods.

Time went further. During the past two to three years, Taobao sells moderately-priced consumer goods and mild household consumer products, including cosmetics and some basic foods and supplies. At present, after 85 people to buy a house, the stage of childbirth, so the category of Taobao has covered a heavy household consumer goods, imminent, the fastest growing category is occurring at home, decoration category, as well as family use, family diet.

And so on, the next two years should be heavy consumer and household consumer products. When the post-85s grew to become 32-year-olds, their demand for quality drove them to buy expensive, good-quality goods and heavy household consumer products (PMS) or buy for their parents.

However, the dependence on and awareness of the Internet and the mobile Internet after 90 are even deeper:

The most commonly accessed media and the most trusted media for college students after 90 are the Internet. 44.8% of students think the Internet is the most frequently contacted media and 25% think television is the most frequently accessed medium. After 90 online shopping is very high, but the second-tier cities 90 relatively behind the first-tier cities. After 90 mobile devices and APP demand is strong. After 90 students on mobile demand, followed by entertainment, life, learning. 60% of post-90s students think that they will still use their mobile phones even if they have a computer nearby. The app uses a lot of stickiness, the average number of apps installed on the phone is about 16, and 3 hours a day. And is willing to pay for premium App and content, which is a change in perceptions of post-90 spending, costing an average of $ 17 per APP on a monthly basis.

Therefore, the investment opportunities in the future lie in conformity with the just-needed, Internet-based and personalized product form after 90.

Similar to the development of the PC after 80 drive the Internet, 90 different stages of life will have different needs. The game will still make money. After 80, 90 began to touch the game almost at the same time, 90 after cultivating a better pay-possibility, and 90 after the game continued the cycle longer than 80.

Gossip, the same reasoning with the birth of the post-1980 generation of portals 13 years ago, is now on the move. 90 after the social privacy protection more attention, more personalized requirements, more willing to participate in the manufacture of entertainment.

After 90 shopping tends to personalize and socialize. Personalized features are diverse choices, involved in the design, leading manufacturing; social features are listening to opinion leaders, sharing mechanisms. For 90 after no social network only "social place", that is more after 90 is the degree of experience, presence.

After 90 years of lack of material conditions and family pressure, the decision-making cost after the 90 was very low, resulting in the appearance of "naked speech" after 90 years. After 90, the way to work is followed by happiness, learning, material, more and more 90 tend to do what you enjoy doing the way you like, there will be more and more freelancers to their own Skills in exchange for lifestyle.

Future investment trends - should have Internet thinking

Digging behind the phenomenon of Internet thinking, to explore the impact of the Internet on consumers. Young is very important to the brand, led by the young-based material needs, the birth of this group is more willing to consume the trend of emotion. The current thinking of the Internet just uses some of the ways of transmission, media, methods, product form and experience to complete, you need to use new ways to establish and communicate user emotions.

E-commerce is a form of Internet thinking. E-commerce has changed our lives for seven years. In the traditional relationship between supply and demand, as China's rapid development will lead to an oversupply of more and more products and services, this is an inevitable result of the development. If oversupply, then companies will be more and more inclined to demand.

Internet thinking, is to establish a supply and demand with each user node, are based on direct user needs rather than indirectly. The threat this traditional internet thinking poses to traditional businesses is that traditional businesses can only choose to ramp and not be abrupt at every point. In the traditional supply and demand relationship of purchasing goods, the customer looks for the needed goods in all the stock of the store and accepts the price provided by the store. And the e-commerce has changed this mode. The consumers in the e-commerce can select all the goods at random, Buy your favorite product at the cheapest price.

For example, Taobao focus on emotional communication, such as Taobao customer service called "pro." When building a business, the core of an enterprise becomes a consumer-centric enterprise, especially on product shaping. At each node, a large step is taken to the user end. The key to Internet thinking is whether we can break the original balance between supply and demand and provide the supply side more convenience to consumers in every dimension and point of contact.

In short, the Internet thinking is, first, the emotional attributes established by communicating with users on the basis of material basis, especially for young users. Second, when creating new business models, the so-called Internet thinking is only solved from a sufficient perspective One category of service and product sales took a big step toward consumers.

The difference between China and the United States market

It should be noted that the trend of Internet in many fields in China is the same as that in the United States, but the final process is different.

Take the retail industry as an example. The change in the retail industry in the United States is a complete cycle. Online channel operators and brand owners have done well before they start to improve Internet efficiency. US department stores operate by user to obtain the user stratification and user attributes, 30% -40% of the products are store-specific, the use of these product attributes, features to define the user, mining user loyalty.

However, the progress in China's consumption field and consumer awareness is relatively rapid, so China has emerged as an internet mindset. However, the entire Chinese retail industry has seldom gained brand loyalty through commodity operation in China in the past decade or so. It is basically a traffic operation rather than a choice of product brands and feature labeling.

Because China's platform vendors and channel operators in the retail industry are not fast enough offline development, and the user's level of consumption, consumer awareness, spending power increased, so the birth of the middle of China that the Internet thinking. Internet consumer groups and consumers should consume the brand characteristics of consumers, because the line can not be displayed, can only be done online, forming China's Internet thinking.

The United States is a complete and mature iteration. The U.S. Internet brand lags behind China's development by two or three years because the offline brand capabilities of the U.S. brands are better penetrated by users. Therefore, after the first cycle is completed in the iteration process, the Two cycles, the second cycle to enhance efficiency significantly higher than the first cycle can be carried out the second cycle.

And when China did not finish its first cycle, it started the second cycle, with more modern characteristics, thus creating investment opportunities and market features that are unique to the Chinese market.