这届大学生，还没开学就开始「卷」了

Core Insights - The article discusses the emotional and social dynamics of students during the back-to-school season, highlighting the blend of excitement and anxiety that accompanies this transition [6][7][28] - It emphasizes the importance of social media in shaping students' experiences and interactions as they prepare for university life [5][6][28] Group 1: Student Experiences - Freshmen express their feelings through various actions, such as searching for packing lists, decorating dorms, and setting personal goals for the new semester [6][7] - The article illustrates the contrast between the anxiety of new students and the warmth of shared experiences among peers, as seen in the vlogs and social media posts [5][6][28] Group 2: Consumer Behavior - The back-to-school season triggers significant consumer behavior, with students purchasing essential items like laptops, dorm supplies, and study materials [9][12][29] - The article notes that the selection of a first laptop is often seen as a rite of passage for students, symbolizing their new identity as university students [12][13] Group 3: Social Interactions - The article describes the back-to-school period as a collective "ice-breaking" event, where students navigate social interactions and build connections [26][27] - It highlights the role of social media in facilitating these interactions, as students share tips and experiences to ease their social anxieties [27][28] Group 4: Marketing Opportunities - The behaviors and needs of students during this season present unique marketing opportunities for brands, particularly in the tech and consumer goods sectors [28][30] - Brands can leverage the back-to-school shopping trends by aligning their marketing strategies with students' needs and preferences, creating a more integrated consumer experience [28][30]