怀旧消费

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透过“怀旧”创造商业新潮流?
3 6 Ke· 2025-07-23 02:34
在任何一个时代,年轻人似乎总有属于自己的"怀旧时刻"。90年代的中国青年争相穿上港星同款的喇叭牛仔裤,80年代的韩国街头流行美式滑板和柯达相 机,2000年前后的日本Z世代,迷恋昭和年代的咖啡馆、电车站与家电复刻风。与其说是在怀旧,不如说年轻人是在从未亲历的过往中,寻找情绪的锚点 与身份的投射。 2025年,这种情绪再次被集体放大:CCD相机、撕拉片、卡带耳机、翻红的电视节目与演唱会,在全球范围内重新流行,年轻人以一种近乎仪式化的方 式参与其中。怀旧已不再是某个圈层的小众趣味,而成为可以共创、可变现、可持续的内容语言。 为什么每一代年轻人,都能透过"怀旧"创造商业新潮流? 怀旧正在从情绪寄托跃迁为一种主动行为。年轻人的怀旧消费,远不止于单纯的追忆旧时光,而是源于: 对不确定时代的心理防御:怀旧消费是用已知且安全的符号,建立对未来不确定性的缓冲与认知锚点; 怀旧的魅力在于它能穿越时间,被一再激活。从80年代韩国青年追捧美式喇叭裤,到90年代日本Z世代沉迷昭和摩登风,再到千禧年前后的中国街头风靡 港风发型与红双喜运动鞋,围绕怀旧的系列行为是历代年轻人表达自我的长尾偏好——它游离于主流之旁,却从未消失,穿梭于时代循 ...
林晶珂:Z世代为何热衷“怀旧消费”?
Huan Qiu Wang Zi Xun· 2025-05-20 22:47
Group 1 - The core viewpoint of the articles highlights the resurgence of retro communication methods, particularly telegrams, among Generation Z, who are seeking a slower, more meaningful way to connect in a fast-paced digital world [1][2][3] - The closure of telegram services in Hangzhou has led to a significant increase in daily telegrams sent, from double digits to over a thousand, indicating a newfound interest in this old medium [1] - The phenomenon of nostalgia among Generation Z is not merely a return to old technologies but a bridge between past and present, allowing them to find certainty in a rapidly changing environment [2][3] Group 2 - The collective nostalgia of Generation Z is characterized by a desire for authenticity and a deeper connection to their past, as they engage with old media to create new experiences [3][4] - There is a willingness among Generation Z to pay for nostalgic experiences, which has led to innovative integrations of old media with new technology, such as Bluetooth-enabled vinyl players and subscription models for music [4] - The engagement with retro media serves as a counterbalance to the ephemeral nature of digital experiences, allowing Generation Z to discover new meanings and connections through old mediums [4]