"On the 9th, I paid 3, yuan for' Ant Flower Garden', on the 17th, I paid 2,5 yuan for' Free Rent', and on the 3th, I paid 1,5 yuan for' JD.COM White Bar'." On the calendar of Guangzhou white-collar Yao Wei, there are three days circled in red every month.

Although the monthly fixed debt reached 7, yuan, on Valentine's Day just past, Yao Wei gave her boyfriend a game machine worth 2, yuan, "which was also overdrawn with a credit card".

For the post-9s generation, "consumption in advance" is an important part of daily life, "basically, all the income spent this month will be spent next month." Sometimes she will take the initiative to explain her "consumption view" when she encounters an incomprehensible look. "Happiness is the most important thing. Now there are so many lending platforms, so buy them first and then pay them back slowly."

Happy returns to happy, and Yao Wei also paid the price for "spending ahead of time"-after working for three years, she not only left no deposit, but owed a lot of debts.

with the post-8s and post-9s becoming the main force in the consumer market, the consumption mode of "buy this month and pay it back next month" is nothing new. Not long ago, the "Research on Consumer Credit Market in China in 218" published by Tsinghua University China Institute of Economic Thought and Practice showed that by October 218, the scale of consumer finance in China had reached 8.45 trillion yuan.

These credit products, which usually have a maturity of less than one year, are mainly used to buy daily necessities, clothes, electronic products and pay rent, and the users are undoubtedly young people who are keen on "spending ahead of time".

Liu Xiaocheng, an associate professor at the School of Journalism and Communication, Lanzhou University, who has been studying consumer culture for a long time, believes that under the influence of western consumer culture, domestic industrial structure and economic development, young people show new characteristics of consumer culture, such as ahead of consumption, attaching importance to personal pleasure and experience, and "don't care about eternity, only care about having it now".

Spending money into digital "addition and subtraction"

After receiving Alipay's 218 annual bill, Zhao Xin, who is engaged in the game industry, was really shocked. In the past year, his spending on Alipay reached 8, yuan, ahead of 96% of his peers. With the help of 218 takeaways, his food consumption exceeded 2, yuan, followed by transportation, culture, education and entertainment, with a total of more than 3, yuan ... < P > "Not including consumption on other platforms and offline expenses." In the circle of friends, Zhao Xin has achieved a "bill-style well-off" while laughing at herself. Obviously, she is poor and struggling, but she has a monthly salary of tens of thousands of yuan in the bill. On the other hand, I also know that my monthly income of 8, yuan after tax is difficult to support the current "luxury" lifestyle.

"at least 9% is paid by' ant flower garden'." Like Yao Wei, Zhao Xin has to pay the bill for a "reminder" ranging from several thousand yuan to ten thousand yuan on the 9th of every month. "I'm a wage transfer station, and I often run from our boss's pocket to another boss's pocket when the payment is not hot."

Since her sophomore year, Zhao Xin has started the flower shop business. When he first showed the payment code to the merchants, he was a little embarrassed and thought it was "a sign of no money." But now, Zhao Xin has long been accustomed to this kind of consumption, and the amount of flowers has also increased from the initial 3, yuan to 1, yuan.

At the same time, Zhao Xin's consumption concept has quietly changed. "You should hesitate to buy something slightly more expensive. But now, as long as you look at your eyes, you will place an order regardless of how much it costs. "

However, Zhao Xin still regards flower buds as the first choice for payment, and has opened a small secret-free function. In the post-9s generation, more than 1 million people made the same choice. According to the "Report on Young People's Consumption and Life" released by Alipay in 217, among the 17 million post-9s generation, more than 45 million have opened ant flower beds, and nearly 4% of post-9s users set flower beds as the first choice for payment.

I am in charge of my consumption?

Advanced consumption by means of spending money, borrowing money and white bars is only one of many consumption concepts at present, but the reasons why young people choose advanced consumption are different.

Li Tian, who works for a media company in Beijing, thinks that "spending ahead of time" avoids the embarrassment of borrowing money from relatives and friends to some extent.

"When I just started working, the internship salary can only solve the problem of food and clothing, but in Beijing, I spend a lot of money, such as renting a house, buying daily necessities, and personal contacts between colleagues and friends." Touching the withered wallet, Li Tian defined "ahead of consumption" as a "life-saving straw" to protect personal life.

However, with the job becoming regular and the salary increasing, Li Tian actively lowered his credit limit. "On the one hand, I am worried that I have forgotten to repay or can't repay in time, so that small money can be turned into big money; On the other hand, I want to curb my desire to spend money. "

Contrary to Li Tian's choice, Zhang Xinyue, a girl from Zhejiang Province, has repeatedly raised her credit limit, saying, "Use the loan to spend, and use the income to buy time deposits, funds and gold." During the three years of graduate school, Zhang Xinyue saved 6, yuan by means of credit card investment and financial management.

Compared with Li Tian and Zhang Xinyue, most young people still show too much dependence on the consumption mode of "buy this month and pay it back next month", and even make fun of "self-help consumption" and "bill-based poverty alleviation".

College students are an important part of it. According to the "218 College Students' Consumption Insight Report" published by iResearch, the daily disposable amount of college students is 1,45 yuan per month, of which 593 yuan is unnecessary expenditure, which is mainly used for personal social entertainment, snacks and drinks, shoes and hats, and skin care and makeup. A strong sense of consumption in advance, 5.7% of college students have used phased products.

Zhang Shuo, who is still a junior, often regrets his "consumption ahead of schedule" behavior. Last year in double 11, she spent two months of living expenses overnight. I finally recovered from the state of "eating dirt" and bought a few lipsticks in one breath because of the beauty blogger's phrase "This color looks good".

While young people are constantly refreshing their consumption quota for beautiful skins and interesting souls, everyone's ability to fulfill the contract on time has declined.

In the two data released by Alipay and Tencent, we may be able to get a glimpse of it. In 217, Alipay released the "Report on Young People's Consumer Life", pointing out that 99% of the post-9s generation can repay on time. However, in January this year, in the "218 WeChat Repayment Annual Bill" released by Tencent, only 61% of users kept the habit of repaying on time.

There is an undercurrent behind sweetness

Failure to repay will bring certain risks. In three years, Wang Qi, a young man from Gansu, changed from an ambitious entrepreneurial youth to a person who was "tied up" by advanced consumption, and once thought of suicide because of seven overdue credit cards.

At the beginning, credit cards became Wang Qi's financial management tool by using the time difference. He also developed some tips to improve the credit limit. "Each card is guaranteed by 2%, so as to increase the frequency of use and brush some virtual consumption abroad."

But some risks are unknown. At the end of 216, Wang Qi failed to start a business. In order to return to the capital, he successively set up four credit cards and made investments by cashing in.

However, Wang Qi's confidence did not bring good luck. The credit card capital chain was once broken, and late fees, interest, over-limit fees and bad marks on credit records made Wang Qi's life completely "chaotic". At the most difficult time, he worked five jobs a day and couldn't sleep until two or three in the morning.

"There is indeed an opportunity for credit cards to repay them, but only about 1% people will benefit from such venture capital." A financial intermediary who has been in business for three years said that every month, he would handle about 3 loans, of which 7% customers were between the ages of 25 and 4.

At this time, in order to meet the young people's rapidly growing desire for consumption and the hot market ahead of consumption, some loan products with a false appearance began to appear in the market, and with various marketing methods, they penetrated into all aspects of young people's lives.

"I have a credit score of 55, and I can borrow 4, yuan, which will be interest-free for 3 days." In the advertisement of a lending platform, a boy of about 2 years old waved his mobile phone to show off to his friends. "Wow, my credit score is 6, and I can borrow 1, yuan!" Another young girl jumped up excitedly when she saw her loan amount, and invited friends from the same industry to try it.

Behind every "dessert" may be an abyss of desire

There are many demands for advanced consumption, a financial platform to ensure advanced consumption, and a promotion channel that can be reached at one point. On the surface, the current society seems to have created a consumer market with strong kinetic energy, and advanced consumption has also sought a "dividend" for young people.

"Information intermediaries in peer-to-peer lending tend to carry out strong marketing, high-frequency and high-density publicity because they expand traffic and meet the needs of users." Chen Cui, a lawyer of Beijing Dacheng (Shenzhen) Law Firm, pointed out that according to the ongoing verification and rectification of the online lending platform, the publicity of the online lending platform should at least not make a guarantee commitment to the future effect, income or related situations, exaggerate or unilaterally promote investment and wealth management products, or quote untrue, inaccurate or unverified data and materials, and the words "the fastest arrival" and "low interest" are suspected of violating the rules.

Ye Zhusheng, a law teacher and practicing lawyer of South China University of Technology, compared the behavior of financial companies pushing lending platforms with the help of Internet platforms to "economic opium" that lured young people to consume in advance.

He said that the result of similar information bombing based on the "information waterfall effect" will lead the audience to accept this information irrationally and make irrational decisions. "The law does not explicitly prohibit it, but from the perspective of social responsibility, there is a business ethics problem in unilaterally encouraging young people who are insolvent to borrow."

However, according to Liu Xiaocheng, an associate professor at the School of Journalism and Communication of Lanzhou University, advanced consumption itself is only a form of consumption, not only influenced by advertising, public relations and media, but also closely related to the material, institutional and conceptual levels of society. "The emergence of some consumption traps is precisely due to the lack of suitable consumer products in the material layer and effective supervision in the institutional layer, and the blind pursuit of individuals beyond their ability in this materialistic society, coupled with the comprehensive influence of the external environment advocating the wrong concept of' nothing can be done'."

He emphasized that the youth group is in a relatively unstable stage of life. If some businesses chase and dig out the "desire of human nature" and constantly awaken the "evil of human nature" through psychological tools and stimulate the desire for consumption, it will induce the public to form an unreasonable and unhealthy consumption concept, and eventually lead some young people to fall into the pursuit of over-consumption and over-consumption, leading to problems such as "routine loan", hurting personal reputation, causing family relations to break down.

as for how to avoid these risks, Liu Xiaocheng believes that the society should create more conditions for youth groups to upgrade their consumption, and make clear the types and boundaries of consumption ahead of time and the possible consequences of excessive consumption through education and notification, so that everyone can find a rational balance in personal consumption experience between satisfying survival, service development and reasonable enjoyment.