TENCENT(HK:00700)2025-03-07 08:02Core Insights - The report highlights the unique values and consumption perspectives of the post-2000 generation, emphasizing their growth alongside the internet and their distinct identity as "independent second-generation" individuals [2][4]. Research Framework and Main Conclusions - The research utilized a multi-layered approach including expert interviews, in-depth discussions, life records, and surveys to understand the post-2000 generation's values and consumption habits [2][3]. Growth Background of the Post-2000 Generation - The social mobility index in China has decreased from the 1990s to the 2000s, indicating a more rigid income structure [10]. - The average savings of the post-2000 generation is approximately 2.26 times that of the post-1990 generation, with post-2000 individuals averaging 1840 yuan compared to 815 yuan for post-1990 individuals [11][12]. - The post-2000 generation has higher family incomes and more opportunities to travel abroad, contributing to their greater financial autonomy [14]. Social Environment - The post-2000 generation experiences a more favorable material life, with a significant increase in savings compared to previous generations [11]. - They are more likely to have a single child, leading to a unique family dynamic where they do not have to share parental resources [18]. Technological Environment - The post-2000 generation's middle school years coincided with the rise of mobile internet and social media, providing them with more access to diverse content compared to the post-1990 generation [16][17]. Educational Environment - The post-2000 generation faces heavier academic burdens, participating in extracurricular activities three times more than the post-1990 generation, which compresses their leisure time [26]. Values of the Post-2000 Generation - The six core values identified include inclusivity, adaptability, equality, realism, self-awareness, and care for their community [27][28]. Consumption Attitudes - The post-2000 generation is willing to pay for their interests and seeks brands that reflect their personal values and beliefs [110][111]. - They prefer domestic brands, believing that they are not inferior to foreign brands, with over half of them stating that foreign brands do not add value [143][144]. - The influence of Key Opinion Leaders (KOLs) is declining, as the post-2000 generation perceives their relationships with fans as increasingly transactional [133][134]. Brand Implications - Brands should focus on integrating dedicated and meaningful narratives that resonate with the interests of the post-2000 generation, while also fostering community engagement [148].