The needs of Generation M are more focused on the spiritual level. They want to establish emotional ties with others, hope to be recognized, continue to learn and pay attention to new things, pursue beauty, art and happiness, give full play to their potential and constantly improve themselves.
In the society dominated by Generation M, the material is very rich. Although it has not reached the ideal state of distribution according to needs, the "shortage" does not exist at all since the day they were born. Traditional economics (compared with meta-cosmology economics) studies physical goods, which have costs to manufacture and are easily limited by resources such as raw materials. Generation M doesn't care about physical goods, but about the "cultural" attributes attached to physical goods, which are related to personal feelings and experiences, the trend of beauty and fashion, and the choice of friends.
in the meta-universe, virtual goods are extremely rich and can be distributed on demand. Of course, in specific business practices, manufacturers artificially create scarcity to attract the attention of Generation M..
When faced with a great wealth of virtual goods, is Generation M still an economic man whose main value orientation is self-interest?
although generation m has been further stratified and formed a popular subculture, on the whole, generation m upholds the values of * * * enjoyment and * * * beauty. After all, if I eat more pizza, you will eat less, but happiness means that every time I share it, I get more happiness. Sharing is a distinctive feature of generation M.
mutual assistance is also very obvious. In some teamwork games, "no one can be less" is indeed the only way to win. Once a teammate is injured, he must try his best to save him in order to maintain a higher victory. * * * Sharing and mutual assistance are the * * * same values of generation M in the meta-universe.
Circle culture: The Canadian philosopher Charles Taylor pointed out that the modern culture based on individual autonomy originated from the historical transformation of society: people gained unprecedented personal rights and freedoms, which led to a brand-new self-understanding. Generation M is such a group of people who flaunt their individuality, advocate self-understanding and pursue self-realization. They have many labels and have their own unique circle culture, such as Internet aborigines, the "pickpocket party" who dares to earn and spend, the value doctrine, the second element, the lazy family, the punk health party, etc. They are good at expressing and sharing, and they are the leaders of the trend. They only use mobile phones to provide door-to-door services to merchants, and sell them to their homes as the main form of expression; They love subcultures, such as animation and online games. They usually go out for less than 3 hours a day and spend more than 8 hours online. Socializing in the game and finding friends and partners will also happen from time to time. The story in Love O2O is not groundless.
Generation M accounts for a large proportion of people who are lazy. According to the data of iMedia Research, in 221, the number of secondary users in China will exceed 4 million. The most popular products for lazy house users are: video, live broadcast, take-away food delivery, fresh retail, e-reading and games. Lazy house users' preference for fresh food every day, fresh food in a box, hungry, and beautiful groups reflects their pursuit of laziness. The popularity of Tencent's videos, beeps, tiger teeth, fighting fish and palm reading also reflects the diverse leisure and entertainment needs of lazy house users.
consumer big data analysis LULU pointed out that the concept of youth consumption has gone beyond showing off famous brands, coveting vanity and face, but is more willing to please themselves. The explosion in POP MART is a typical example. Wang Ning, CEO of POP MART, once said that POP MART is in the upper business of Maslow's demand theory, and users buy not just what they need, but culture. "Young people just want to eat, drink, and be merry in time-buy clothes they like, eat what they want, and meet people they want. Happiness is king." This seems to be the life creed of generation m.
generation m advocates Yan value doctrine. They always talk about "Yan value" and say nothing about their "Yan value worship", which is also an unprecedented landscape. They are willing to pay for their interests. The "Post-95 Interest Report" launched by Tencent QQ and the media shows that young people after 1995 said that it is understandable to pay for their interests.
Some people have sorted out 16 sub-cultural circles for Generation M, namely, the second dimension, national style and national tide, game esports, trendy cool things, hardcore technology, otaku, idol circle, fast entertainment, cosplay, pets, new dance music, new health, new art, new education, new sports and street outdoor. These sub-cultural circles have great potential energy. As long as we continue to pay attention to them, we can perceive the pulse of the new era, new culture and new consumption, discover various new opportunities and gain the leap-forward growth of the brand.
break through the limits of imagination and create an endless world: in the physical world, creation takes a long time to practice. In ancient times, making furniture, ironware and porcelain were all crafts, which required learning from teachers and ingenuity. However, in the meta-universe, creation is only a matter related to imagination, and all the rest can be helped by software. As long as you can think of it, you can easily design and implement it with a click of the mouse and a knock on the keyboard. Whether you plan to build a skyscraper or design a chip yourself. All the physical laws and rules of the meta-universe are artificially designed. People can not only design objects, but also design the meta-universe itself to create various meta-universes.
self-realization and creation are closely related to appreciation. Free creation, if no one can share it, will lose its social significance. Providing users with creative tools and sharing platforms is a basic part of the meta-universe.
further extension is the commercial value generated by digital creation. NFT has proved that in the virtual world, digital works created can be traded to generate tangible benefits. In Roblox, players can make all kinds of articles and skins, and in the digital market, "sell" them to those who need them. By creating and sharing, by sharing and then trading, it is an advanced way for the residents of the meta-universe to realize themselves.
judging from the growth experience of Generation M, they are almost the same age as the Internet. The bizarre things on the Internet are part of their daily life. They were shaped by the Internet, and they also shaped the Internet. They never lack material comforts, but they face obstacles to choice. Behind the obstacles to choice is actually the lack of self and the division of self-identity.
generation m's pursuit of spiritual world surpasses all generations. Material needs have taken a back seat. When spiritual needs occupy the dominant position of demand, the whole society may change. Why is a pair of ordinary Nike shoes likely to be hyped to tens of thousands of yuan just because they are co-branded with a certain star? Behind this is the power of M generation identity.
this kind of identity comes from the deep * * * sound of a certain spiritual level, and comes from the psychological demands of self-realization of Generation M.. This is the power to change society.
the metauniverse is destined to be the metauniverse of generation m, and generation m is destined to be the creator of the metauniverse. They shape and influence each other and walk in the forefront of human civilization.