Young people who are keen on "grabbing red envelopes" have gone from questioning their parents to understanding them

Although society is developing rapidly, young people have become "conservative" and have quickly gone through the process of questioning their parents, understanding them, and becoming parents. In this form, many young people rely on "shallow social networking" to activate their "shallow" friend circles and express their emotional values. Let's take a look at what this article explains.

Contemporary young people are like particles. When you observe them, you think they are in a stable state, so you put a label on them. But as soon as you turn around, they will become unstable waves and tear up the previous labels. Young people who "can't bear to go to the mall to buy clothes" turn around and spend thousands of yuan to buy a bunch of "pinching". Young people who are very stealthy at work during the day become 007s who roam around various places after get off work at night.

To understand young people, one must keep learning. For example, in the past year, crazy literature has been showing the world the rebelliousness of young people. But this year, young people have suddenly become "conservative" and have quickly experienced the process of questioning their parents, understanding their parents, and becoming their parents.

The bloodline of Phoenix Legend has been awakened, and he is extremely obsessed with buying gold; he has transformed from a believer in the "Letting Go" policy to a junk collector, and from being the number one player in the late-night race to a cyber-health practitioner; he used to dislike his parents for comparing prices from three stores when buying a bunch of vegetables, but now he is so thrifty that he wishes he could connect the entire network, keep accounts and tabulate them, and grasp everything from material civilization to spiritual civilization.

Of course, young people still remember to give their behavior an aesthetic taste - grabbing red envelopes is a hobby, grabbing wool is enjoyment, and is there anything better than spending the least money to get the greatest happiness, and feeling that you have "won" or "earned"? So adhering to the principle of being stingy with small money and happy with big money, young people have grabbed NetEase Cloud Music from Pinduoduo and 1688.

This also proves that young people have not compromised their quality of life and interest in life because of careful budgeting. They want Pinduoduo's discounted toilet paper, 1688's industrial and trade sun-protection clothing, and NetEase Cloud's vinyl VIP membership . What they care about is that this is a humble room, but my virtue is fragrant, and I can talk and laugh with great scholars and associate with no ordinary people.

When it comes to "talking and laughing with great scholars", we have to mention the "pairing culture" that has emerged almost at the same time as the "saving culture" of young people. There are travel partners for travel, dining partners for dining, and recently I even saw someone asking for a partner for NetEase Cloud Music. How come young people who once thought their parents lacked true friends are also fascinated by "shallow socializing"?

Grabbing red envelopes, finding partners, and all these changes in youth culture, do they have a common social and psychological basis? What new gameplay and commercial value will they create?

1. Grabbing red envelopes on the surface, but actually speaking the truth

From this year's popular "Light Syndrome" and "XX Partner", we can see that "shallow social interaction" is becoming the mainstream of youth social interaction.

As a new type of social relationship, "shallow social interaction" emphasizes a simple, precise, and burden-free "just enough" relationship. In addition to being each other's Internet roaming dogs and constantly sharing interesting experiences, the cyber friendship of contemporary people also has an important behavior of "helping each other" by clicking links - sharing with friends and clicking red envelopes, which is in line with the "just enough" cyber friendship.

Compared with the early "cut one knife" of Pinduoduo, which required a large number of people and a high threshold, sharing red envelopes usually only requires 3-5 people. Taobao, Didi, JD.com, Meituan, NetEase Cloud, etc. have similar operations. On the surface, it is to grab red envelopes, but in fact it is to activate one's own "light-hearted" circle of friends.

NetEase Cloud Music recently launched the "Cloud Red Packet", which is very suitable for the new shallow social gameplay of the people who are not familiar with it. First, it gives people who are not familiar with it a reason to socialize on their own, to maintain a sweet but not greasy social interaction. Members can send red packets for free once a month, and non-member users can try their luck to grab red packets for 30 days. Xiaohongshu and Douban suddenly have many people seeking to be partners with NetEase Cloud Music, and both users can bind by "grabbing red packets" to achieve mutual benefit.

Second, NetEase Cloud Music provides a public opinion field for people to "eliminate the false and retain the true", removing false feelings and leaving sincere communication. Member users can initiate topics while sending red envelopes.

A user who was tired of listening to the playlist asked everyone to share some strange songs. After reading the comments, I realized that the world is so big and full of strange things. There are really all kinds of songs.

A "listen to advice" user who has been single since birth expressed his desire to fall in love, and the comments section gave suggestions on how to change his "love insulator". But some people sincerely suggested "don't listen to advice" because you don't have to do anything deliberately to find your true love, and attached a classic quote from "The Elegance of the Hedgehog" that "only people with the same frequency can see the unknown elegance deep in each other's hearts."

There are users who share their secret crush stories. In the comment section, some people advise them to be braver, while others let their secret crush remain a secret crush. To borrow the words of the popular review of "My Inner Thoughts When I Fell in Love with You" on NetEase Cloud Music: "Why is secret crush so good? Because secret crushes will never lead to heartbreak. When you smile, I am happy for many days. When you say something, I remember it for many years."

As expected of a "cloud village" with an interesting soul diagnosed per capita, it has taken the "grabbing red envelopes" game to a new level. When you share your thoughts on social networks, you may not be able to attract platform traffic because you don't put the right tags, and your posts may fall into the sea; or you may attract a bunch of people who "answer irrelevant questions" because you put the right tags, all of whom are just trying to get traffic and advertise.

However, if you post a topic by grabbing red envelopes, you don't have to worry about no one paying attention. You can also avoid those who try to implant or play tricks, creating a valuable and effective communication and public opinion field. Member users hold the mentality of giving roses to others and having the fragrance linger on your hands, while seeking spiritual comfort from cyber nomads. Users who grab red envelopes enjoy the benefits while sincerely helping others, which can be regarded as making money based on their own abilities.

The ancient welfare activities of sending and grabbing red envelopes have become more popular on NetEase Cloud Music. On the surface, it is members attracting non-members, but in fact it is a sincere interaction between two strangers. The "Cloud Red Envelope" square has become a healing place for speaking the truth.

2. The emotional value that Generation Z wants from “grabbing red envelopes”

Global consulting firm McKinsey recently released a survey on China's consumption trends in 2024, pointing out that consumption will be relatively cautious in the short term and savings will be king, but consumption potential has not been fully released.

Especially for Generation Z, they have a high willingness to consume, pursue health concepts, love sports, and have needs for social interaction, emotional companionship, and spiritual enjoyment. Therefore, we can see that they have contradictory consumption behaviors at present, they are both careful in calculations and pursue cost-effectiveness, but are willing to spend money on strange and unique things.

At the same time, as Internet natives, they are well aware of the diverse ways of playing Internet social networking, which is to share those strange things that "please themselves" and find like-minded people. After buying strange things, young people will share them on platforms such as Xiaohongshu to meet their social needs.

It is obvious that the consumption of Generation Z is becoming more and more pleasing to themselves, and they are paying more and more attention to emotional value. Different from the simple behavior of pursuing good food and drink in the past, young people now pursue self-growth and inner experience more, from "material self-pleasing" to "spiritual self-pleasing". Just as the resignation track has emerged on Xiaohongshu, those users who quit their jobs to travel around not only did not arouse the jealousy of most netizens, but also provided people with a kind of emotional value of "poetry and distance" and "slow life".

As long as emotional value can be provided, a new track can be opened up. NetEase Cloud, a new player in the red envelope grabbing track, also provides users with a kind of "healing" emotional value through the "Cloud Red Envelope" square.

On the one hand, the welfare activity of "grab red envelopes to get membership" has low threshold and high value, which is in line with the consumption trend of young people pursuing cost-effectiveness. On the other hand, the welfare method of sending and grabbing red envelopes has lowered the social psychological threshold of young people, making it easier to break down barriers and actively communicate effectively, meeting the new social needs of young people.

At present, Yun Village has an active social ecology of "grabbing red envelopes": some villagers are actively asking for red envelopes, some are posting red envelopes everywhere, and some villagers have formed "partners" to help each other. The friendship of grabbing red envelopes together is no less than that of collecting eggs together.

3. Why Yuncun always has the foresight to see things first

If you search for "young people" on Weibo, you will see many contradictory entries. Young people are like the Monkey King, who can transform into 72 different forms, sometimes one way, sometimes another. In fact, behind these seemingly contradictory behaviors, there are both diverse needs and solutions that can achieve consistency.

Psychology believes that behind every emotion there is an unmet psychological need.

As one of the most popular apps among Generation Z, with over 90% of users being those born in the 1990s and 2000s, NetEase Cloud Music is a top scholar in terms of insight into young users. It is precisely positioned as an "emotional product" and strives to become the spiritual tree hole of Internet people.

When metaphysics became popular and young people crowded into temples to burn incense and buy up all the Lama Temple bracelets, NetEase Cloud Music launched the "Good Luck Easter Egg" function, where users could randomly drop a good luck sign by commenting on the "Good Luck Easter Egg" playlist.

During the college entrance examination a few years ago, NetEase Cloud Music also launched a cloud village blessing event. During the Mid-Autumn Festival, it launched the "Write Music Reviews on the Moon" event, from subway music reviews to Zhengzhou Lianxinli, Fudan music review street lights, and Xiangshan music review embankment, paving the way for music review splendor.

When emo stories became popular on NetEase Cloud Music, NetEase Cloud Music launched the "Cloud Village Comment Healing Plan" and the "Hug" Easter Egg, where users can use two fingers to pinch the middle of the screen to give a hug to the protagonist of the emo story in the comment area. A classic comment from "Cai Gen Tan" "The world is not yet determined, you and I are both dark horses" has encouraged countless users.

In addition to spiritual comfort, Yuncun also provides tangible comfort - free VIP vinyl records and 10,000 audiobook privilege cards are offered on Teacher's Day, students can buy memberships at a low price of 5 yuan, and there are now cloud red envelopes. The discounts offered by NetEase Cloud Music are unprecedented.

Of course, the key to NetEase Cloud Music's high frequency of activities and its success in breaking out of the circle lies in its mature community culture. Just like the popular "hookup" culture, eating, studying, slacking off, shopping, traveling, all activities require hookups. Hookup social networking is different from traditional deep social networking, which only focuses on the social function in a certain field.

In a sense, NetEase Cloud Music has long since developed a "companionship" community - Cloud Village. Cloud Village is a standard emotional product. There is a group for each song, and users use music as a bond to build communities of their own interests, including film, television, animation, novels, games, radio dramas and other different interest areas.

This is like a "spiritual tree hole" where users can express their emotions in their own circles. The "Yuntie Red Packet" is like an "emotional symbol" where users can express their various emotions, including looking for like-minded people, revealing long-hidden past events, and praying for landing. Hidden under the shell of "grabbing red packets" are the secret emotions flowing in everyone.

To use the current Internet buzzwords, Yuncun is a community with a strong sense of life. The vitality and vitality of Yuncun comes from its diversity and tolerance. There are villagers who believe in different "Xmen Yongsheng", which is an indispensable part of the cyber social interaction of young people.

Young people are not hard to understand. On the one hand, they like to create memes and put new labels on others. On the other hand, they like to tear labels apart, oppose the Barnum effect, and show their own personality. They are so diverse and changeable, and their contradictions are self-consistent. NetEase Cloud Music, which has captured the hearts of young people, has achieved the most critical point - "Every emotion can be responded to in the Cloud Village comment area"

Author: Weinika

Source: WeChat public account "Entertainment Hard Candy"