Core Insights - The article discusses a shift in consumer behavior among the younger generation, particularly Generation Z, towards DIY clothing by purchasing fabric and creating custom garments, marking a departure from traditional brand-centric fashion consumption [2][3][15]. Group 1: Consumer Behavior - Young consumers are increasingly engaging in fabric markets, driven by a desire for individuality and self-expression, as they seek to avoid the social awkwardness of wearing the same outfits as others [2][4][7]. - The trend reflects a broader "fashion revolution" where the focus has shifted from brand logos to the quality and uniqueness of materials and designs [3][15]. - A significant 70% of surveyed individuals aged 18-35 expressed dissatisfaction with the homogenized designs of fast fashion brands, leading to a 280% increase in those opting for DIY clothing over three years [15][16]. Group 2: Economic Implications - The cost-effectiveness of making clothes from purchased fabric is highlighted, with examples showing that the cost of DIY garments can be significantly lower than retail prices for similar quality items [5][12][16]. - The article notes that the fabric market is experiencing a revival, with reports of increased business for fabric vendors and tailoring shops, particularly among younger customers [10][12]. - The shift towards DIY clothing is also seen as a response to the high prices of ready-made garments, with custom-made options often costing a fraction of branded items [12][16]. Group 3: Social Media Influence - Social media platforms play a crucial role in promoting this trend, with tutorials and DIY content encouraging more individuals to explore fabric markets and sewing [7][18]. - The rise of "interest e-commerce" and community-driven content on platforms like Xiaohongshu and Douyin has lowered the barriers to entry for learning sewing skills and has fostered a sense of community among DIY enthusiasts [18][19]. - The article suggests that this trend could lead to a transformation in the traditional fashion industry, pushing brands to rethink their business models to incorporate sustainability and personalization [18][19].

Core Viewpoint - The article discusses the unexpected resurgence of the "Red Scream" beverage from Nongfu Spring, which was previously considered one of the worst drinks but has now gained popularity due to nostalgia and scarcity marketing [4][11][42]. Group 1: Brand History and Market Performance - Nongfu Spring launched the "Scream" series in 2004, targeting the sports drink market, with the red variant marketed as a "plant beverage" aimed at energizing consumers [12][22]. - The red variant, however, received overwhelmingly negative reviews, leading to its classification as one of the "top 5 worst drinks" and its gradual withdrawal from the market around 2018 [15][17]. - A revival of the red variant led to it selling out within three days and topping the e-commerce platform's functional beverage rankings, despite the producer stating it would be permanently discontinued [18][19]. Group 2: Consumer Behavior and Marketing Strategy - The revival aligns with the growing health and wellness market in China, which has surpassed one trillion yuan, with young consumers increasingly spending on health-related products [22]. - The emotional marketing strategy surrounding the drink has transformed it into a cultural phenomenon, where consumers are not just purchasing a beverage but a social symbol [34][36]. - The scarcity of the product has led to inflated prices on second-hand platforms, with some sellers marketing it as a collectible item, despite its impending expiration [28][30]. Group 3: Cultural Impact and Future Outlook - The red scream has become a cultural reference point, with its notoriety now serving as a badge of honor among consumers, reflecting a shift towards unique and unconventional consumption patterns [34][36]. - The article suggests that while the drink's current popularity is driven by nostalgia and emotional value, its fundamental quality as a beverage remains unchanged, indicating that its success may be short-lived [49][50]. - There are suggestions for Nongfu Spring to capitalize on this trend by releasing limited edition versions of the red scream, but the long-term viability of such a strategy is questioned [46][48].