以下文章来源于那个NG ，作者阿珂可 那个NG . 出品 | 虎嗅青年文化组 作者 | 阿珂可 编辑、题图 | 渣渣郡 本文首发于虎嗅年轻内容公众号"那個NG"（ID：huxiu4youth）。在这里，我们呈现当下年轻人的面貌、故事和态度。 电影太长，短视频又太无趣。在这个媒体作品爆发的时代，每个人都能拌着下饭的恋综，可能就成了流量的最大公约数。 谈起恋综，总能说出一些耳熟的流量密码，比如《再见爱人》的麦琳、《单身即地狱》的宋智雅等等。 用关注决定视界｜复杂世界的策展人 一般来说，恋综里的拉扯和矛盾才能引爆流量，但今年《逃离朝九晚五的恋爱》给人最大的印象居然是——"无聊"？ 想要搞清《逃离朝九晚五的恋爱》（简称《朝九晚五》）是一部啥样的综艺，你看一下它的设定就能明白： 先让嘉宾请5天年假，从北京飞到海南录节目；再把人送回去，在接下来的5天里，一边通勤上班一边抽空约会。 作为职场人，这套流程光听着就已经快累死了，纯纯的是一部打工人恋爱启示录。 就连邀请的十位嘉宾，也显得特别"淳朴"。 以往的恋综，经常用明星或者大网红的形象当成噱头。不在头衔上做文章，就会在工作和背景藏点小心思，反正很少选择平民。 但《朝九晚五》 ...

以下文章来源于那个NG ，作者那个NG 那个NG . 用关注决定视界｜复杂世界的策展人 出品 | 那个NG 本文首发于虎嗅青年文化公众号"那個NG"（ID：huxiu4youth）。2025年，变化在继续，这是有关 向上向新趋势中的一个现象。 重视年轻消费者的品牌最近十分头大，因为年轻人们有点矛盾： 既追求即时的心理满足，又渴望被理解和认同；既想建立固定的情感联系，又不相信长期关系；既渴 望安全和陪伴，又更加自我。 一个最能代表这种状况的词，就是：Situationship，短期关系。 这个词的意思指的是两人之间关系介于"朋友"与"情侣"之间，但缺乏明确承诺的状态。多个媒体将这 种关系视为Z世代典型的情感状况之一，连牛津词典年度词汇都把它正式收录在2023年年度词汇之 中。 短期关系在现在受欢迎到什么程度呢？ 有国外媒体指出，在TikTok和配对软件中，Situationship的使用频率在不断上升。而在国内某社交平 台上，和这个词相关的话题已有近千万的讨论热度，甚至众多情感博主还根据它出了不少约会公式， 教人怎么保持"恰当的距离感"。 心理上的敏感、情绪上的矛盾……这代人的需求，实在有点难搞懂。 但正是这种 ...

刘博宁 李 婕 "北京往返新加坡，不含税机票350元!"面对这难以置信的价格，大学生刘小涵快速完成了一套固定操 作：秒速加入购物车，转手再将链接分享到好友群。"有没有人一起去？能预约明年的行程，过了这村 没这店啦!"对她而言，今年的"双11"购物重心已经转移，跟以往关注实物商品不同，"现在购物车里都 是机票和酒店。" 刘小涵的选择颇有代表性。当"双11"步入第17个年头，作为新消费主力的"Z世代"(指出生于1995—2009 年的人群)，其购物车已悄然转向。近日，上海市青少年研究中心联合有关机构发布的《2025 Z世代双 十一消费行为报告》提出，"为快乐买单"已成为"Z世代"的主流消费心态。由此衍生的一个显著的趋势 是，他们的消费更偏重服务与体验——在情绪消费版图中，旅行类消费强势登顶，成为青年首选。 与此同时，调查显示，"Z世代"的消费信心持续增强，近四成(38.6%)年轻人表示今年的"双11"预算"比 去年多了"，而增加与维持预算的群体合计占比近八成，这为"体验型消费"注入充足的动能。 在上海工作的25岁白领小林"双11"期间入手了多家航空公司的"次卡"和高端酒店的通兑券，谈起"战 果"她难掩兴奋："'双 ...

Core Insights - Great Wall Motors' Ora brand has launched the pre-sale of its new A-class pure electric SUV, Ora 5, starting at a competitive price of 109,800 yuan, targeting Generation Z consumers [2][3] - The Ora 5 features a unique design, advanced technology, and global quality, aiming to meet the expectations of young consumers for a "selected car" [3][5] Product Details - The Ora 5 is available in five models with a price range of 109,800 to 142,800 yuan, and offers multiple purchasing benefits for early buyers, including limited-time gifts [2] - The vehicle incorporates a "natural aesthetics" design and features the Coffee Pilot Ultra driver assistance system, which includes 27 perception hardware components and supports over 200 parking scenarios [3] Brand Strategy - The collaboration with celebrity Hou Minghao aims to resonate with Generation Z, reflecting the brand's commitment to connecting deeply with young consumers [4][5] - The partnership emphasizes a shift in the brand's role from "definer" to "witness" and "companion," enhancing emotional connections with users [5] Global Ambitions - The Ora brand has expanded into over 50 countries and regions, gaining the trust of nearly 600,000 users, marking a significant step in its global product strategy [5] - The launch of the Ora 5 is seen as a key milestone in the brand's transformation and ambition to represent "China's strongest voice" in the global automotive market [5]

Core Viewpoint - The "Chishui River Forum" held in Maotai Town, Guizhou, focuses on the development of the Chinese liquor industry, emphasizing the importance of engaging with the "Z Generation" for the sustainable growth of Chinese liquor culture [1][5]. Group 1: Industry Insights - The "Z Generation," born between 1995 and 2009, is characterized by their broad perspectives, individualism, and experience-oriented consumption, which presents both opportunities and challenges for the liquor industry [3]. - Qin Hai highlighted that the "Z Generation" is not merely an observer but a key player in the evolution of the liquor industry, making it essential for the industry to embrace this demographic [5]. Group 2: Development Strategies - Qin Hai outlined three main directions for the development of Yingjia Tribute Liquor in resonance with the "Z Generation," focusing on ecological foundations, green values, and quality preservation [7]. - The company has leveraged ecological resources from Huoshan, Liu'an, Anhui, to build a sustainable and green brand image, which aligns with the values of the "Z Generation" [7].

Core Viewpoint - The article highlights how Generation Z is utilizing new technologies, particularly artificial intelligence, to innovate and share red culture, thereby deepening their understanding and recognition of it [2][3][4]. Group 1: Red Culture and Generation Z - Red culture embodies the ideals, values, and spirit of generations of Communists, serving as a rich source of spiritual strength for the internet-native Generation Z [3][4]. - Generation Z is increasingly engaged in the creation and dissemination of red culture through various new media platforms and expressive forms [4][7]. Group 2: Innovative Cultural Products - The creation and dissemination of red culture products should focus on stimulating the participation and agency of Generation Z, using emotional expressions that resonate with them for effective value transmission [4][5]. - High-density information is crucial for engaging Generation Z, who are surrounded by vast amounts of information daily and prefer cultural products that meet their needs for information density and research angles [5][6]. Group 3: Interactive and Participatory Approaches - Participatory expression is becoming integral to the dissemination of red culture, with young people favoring interactive contexts for learning and information acceptance [6][7]. - Some creators are designing red-themed games that allow players to experience historical choices and beliefs of revolutionary predecessors, fostering a collaborative atmosphere in the development process [6][7]. Group 4: Engaging Content Creation - Official accounts and organizations are adopting "Z-generation language" for content innovation, successfully attracting young audiences through relatable and engaging formats [6][7]. - The shift from one-way output to two-way co-creation in red culture signifies that Generation Z is not just passive recipients but active participants in shaping new expressions of red memory [7].

Core Insights - Generation X has become the highest consumer group globally, with a population of approximately 1.4 billion, accounting for 17% of the total population, and their influence on the consumer market is significant and growing [1][4] Group 1: Consumer Spending Trends - Generation X has been leading global consumer spending since 2021, a position expected to continue until 2033, particularly in high-income markets like Germany, Japan, the UK, and the US, where their dominance is projected to last until 2036 [1][6] - By 2025, Generation X is anticipated to drive global consumer spending of $15.2 trillion [1] Group 2: Demographic Characteristics - Generation X, born between 1965 and 1980, is often referred to as the "forgotten generation" and is characterized by their upbringing during a time of uncertainty [4] - They are currently at the peak of their consumption and income, being well-educated leaders in their careers, and play a central role in family and economic life, often referred to as the "sandwich generation" due to their responsibilities towards both children and aging parents [6] Group 3: Future Spending Focus - In the next decade, Generation X's spending will primarily focus on elder care, education, durable goods such as musical instruments and gaming consoles, and travel [6][9] - Although the spending power of Generation X is expected to decline as the responsibilities lessen and the millennial generation (ages 29 to 44) begins to surpass them in total consumer spending, Generation X will still maintain a high per capita spending level [9]

Group 1 - The core viewpoint is that Generation X has become the highest consumer group globally, with a population of approximately 1.4 billion, accounting for 17% of the total population, and their influence on the consumer market is significant and growing [1][3] - Generation X has been leading global consumer spending since 2021, a position expected to last until 2033, particularly in high-income markets like Germany, Japan, the UK, and the US, where their dominance is projected to continue until 2036 [1][3] - By 2025, Generation X is expected to drive global consumer spending of $15.2 trillion [1] Group 2 - Generation X, born between 1965 and 1980, is currently at the peak of their consumption and income, often referred to as the "sandwich generation" due to their responsibilities of caring for both children from the Millennial and Z generations and aging parents from the Baby Boomer generation [3] - Their spending priorities reflect their responsibilities, focusing on elder care, education, durable goods like instruments and gaming consoles, and travel over the next decade [3][6] - In the next ten years, Generation X will continue to lead spending in tourism, healthcare, and education, although their overall spending may decline as the younger Millennial generation begins to surpass them in total consumer expenditure [6]

Core Insights - The article discusses the role of digital technology and Generation Z in enhancing cultural exchanges between China and Russia, highlighting the increasing interest in each other's cultures and the impact of modern technology on these interactions [1][3]. Group 1: Cultural Exchange Dynamics - Beijing has become a significant platform for cultural interaction between China and Russia, with various events and performances showcasing both cultures [3]. - Russian ballet is particularly popular in China, with tickets for performances selling out quickly, indicating a strong interest in Russian cultural elements [4]. - Conversely, Russians are increasingly interested in Chinese culture, as evidenced by the success of co-produced films and cultural festivals celebrating Chinese traditions [5]. Group 2: Impact of Digital Technology - The rapid advancement of technology has transformed cultural experiences, allowing individuals to engage with different cultures without traveling, thus breaking down geographical and economic barriers [7]. - Digital technology provides diverse and immersive experiences, particularly appealing to younger audiences, facilitating broader cultural exchanges between Chinese and Russian youth [7][9]. Group 3: Role of Generation Z - Generation Z plays an active role in cultural exchanges, acting as creators and connectors rather than passive observers, utilizing their familiarity with technology to engage in cultural dialogue [9]. - This generation's interactions are characterized by immediacy, visual engagement, and interactivity, reshaping traditional cultural narratives and promoting new forms of cultural expression [9]. Group 4: Future Cultural Cooperation - The upcoming 2025 Beijing Cultural Forum will focus on the integration of culture and technology, reflecting a global trend towards innovation in cultural dialogue and collaboration [11]. - There is a public expectation for deeper cultural understanding and friendship between China and Russia through enhanced cooperation in various cultural sectors, including performing arts and digital platforms [12].

Core Insights - Disney is leveraging the "reverse aging" trend to maintain its relevance among younger consumers, with a focus on the upcoming generation that will drive future market growth [1] - The company aims to strengthen its retail presence in China, recognizing the importance of retail in the consumer goods market [2] - Disney's animation films are proving to be more economically impactful than live-action films, with merchandise being a significant revenue stream [3][4] Group 1: Market Focus - Disney's target demographic includes the Z generation (born 1995-2009) and the A generation (born after 2010), with the latter being recognized as the future consumer powerhouse [2] - The overall consumption scale of the Z generation is projected to reach 16 trillion RMB by 2035, highlighting their purchasing power [2] - A significant 88% of the A generation can influence family shopping decisions, indicating their potential impact on market trends [2] Group 2: Product Strategy - Disney is focusing on the upcoming release of "Zootopia 2," which is expected to perform well in the Chinese market, following the success of the original film [5] - The company has seen a threefold increase in licensing business related to "Zootopia" in the Greater China region since December 2024, with over 2,000 licensed products expected to be released by the end of 2025 [5] - Disney is also exploring local collaborations to better connect with Chinese audiences, as evidenced by its partnership with Shanghai Animation Film Studio for promotional content [5] Group 3: Revenue Streams - The merchandise sales from animated films are seen as an unlimited revenue source, contrasting with the fixed cycle of film releases [3][4] - Disney's strategy includes showcasing technology-driven products alongside traditional toys, reflecting the evolving preferences of younger consumers [2] - The success of animated films with strong retail value is becoming crucial for content companies to overcome box office growth challenges [4]