社交媒體對中國年輕人消費(fèi)習(xí)慣的影響

First emerging as a platform for individuals to share their daily life and connect, social media now has evolved into an economic growth driver which impacts consumption habits in China, especially among the country's younger generations.

社交媒體最初是作為個(gè)人分享日常生活和溝通聯(lián)系的平臺(tái)出現(xiàn)的，現(xiàn)在已經(jīng)發(fā)展成為經(jīng)濟(jì)增長的推動(dòng)力，它影響著中國的消費(fèi)習(xí)慣，尤其是中國年輕一代的消費(fèi)習(xí)慣。

Xiaohongshu, also known as RED, a major social media app in China, has multiple "influencers", "vloggers" and "internet celebrities" who promote products and make recommendations on clothes and make-up through pictures and videos.

小紅書，又名RED，是中國一個(gè)主要的社交媒體APP，擁有很多“影響力人物”、“視頻博主”和“網(wǎng)紅”，他們通過圖片和視頻推廣產(chǎn)品，并給出搭配和美妝建議。

"I usually scroll through lots of posts on Xiaohongshu, make notes, and select what interests me before I go shopping," said one of the app's users, surnamed Liu.

該應(yīng)用的一位姓劉的用戶說：“購物前我通常會(huì)在小紅書上瀏覽很多相關(guān)的帖子，并做筆記。”

"When consumers make purchasing decisions, they are often influenced to a large extent by the reference group. One of the main reasons is the individual's sense of identity, that is, what kind of person they think they are and what kind of life they feel they should live," said Ding Ying, associate professor of Renmin Business School at Renmin University of China.

“當(dāng)消費(fèi)者做出購買決策時(shí)，他們往往在很大程度上受到參考群體的影響。其中一個(gè)主要原因是個(gè)人的認(rèn)同感，也就是說，他們認(rèn)為自己是什么樣的人，他們覺得自己應(yīng)該過什么樣的生活，”中國人民大學(xué)人民商學(xué)院副教授丁穎表示。

"Once consumers find an identity they are happy with, they are likely to accept what social media recommends and buy into it," Ding added.

“一旦消費(fèi)者找到他們滿意的身份，他們很可能會(huì)接受社交媒體的推薦并購買它，”丁補(bǔ)充道。

Another expert pointed out that for lots of young Chinese consumers, it is about choosing their own lifestyles via social media.

另一位專家指出，對于許多年輕的中國消費(fèi)者來說，這是通過社交媒體選擇自己的生活方式。

"I'd like to be a person with a broadened horizon, and that's why I want to know what other people are reading and interested in. In other words, I'm building a better version of myself by following others," said one social media user, surnamed Huang.

“我想成為一個(gè)視野開闊的人，這就是為什么我想知道別人在讀什么，對什么感興趣。換句話說，通過追隨他人，我正在打造一個(gè)更好的自己。"一位姓黃的社交媒體用戶說。

Apart from figuring out who they really are, young Chinese consumers also tend to reach out to communities they identify with on social media platforms, to help gain a sense of belonging.

除了弄清楚自己是怎樣的人，年輕的中國消費(fèi)者還傾向于接觸他們在社交媒體平臺(tái)上認(rèn)同的社區(qū)，以幫助獲得歸屬感。

On the other hand, the craze for consumption is not a rational trend to follow. Young consumers should set their own limitations to avoid overspending, suggested Ding.

另一方面，消費(fèi)熱潮并不是一個(gè)理性的趨勢。建議，年輕人應(yīng)該有計(jì)劃的限制自己的消費(fèi)，以避免超支。