Don’t be surprised if you catch Chinese people, who are Ice sports enthusiasts, suburban campers, city explorers, China-element fashionistas, and foodies having health consciousness and environmental awareness.
A big social media and eCommerce platform, Xiaohongshu, which has 300 million users and 70 percent of them are born after 1990, has claimed it in its recent report on ‘10 lifestyle trends’ about the young Chinese generation. Xiaohongshu is also known as Little Red Book among its readers.
Ice and Skiing
Talking about the winters, Beijing Winter Olympics are in full wave, and young people are more attracted to ice. According to a Xiaohongshu survey, the majority of people are searching for a “ski tutorial.” Other popular searches on the social media platform are “how to choose ski equipment” and “places to ski in China.”
Skiing is becoming one of the most popular topics. Not only on social media, but it is spreading its roots from the elite people to the middle-class people of the country. It’s turning into a major potential for luxury apparel manufacturers that are building up their China strategy.
As the demand has increased, popular brands such as the snowboarding lifestyle brand VOLCOM from California and a Swiss premium outdoor brand Mammut have put down their roots in the country. Descente, another Japanese ski clothing business, debuted their winter collection in November near the Beijing Olympics 2022 competition Zone.
Air Fryer
Now, about the Culinary area, Air Fryer has become the winner among young people. About 60 million times “Air Fryer” was searched last year on the biggest social media platform Xiaohongshu.
A mom shared a post that included 33 recipes using the cooker. This post earned more than 172,000 likes.
Weibo is one of the biggest social media platforms, it has the air fryer on top of the resou, the most searched list, three times within three months. It doubled the cooker’s sales on ‘Suning’ in December and was one of the top five “most loved” goods on JD.com.
Travel Norms
It was really hard for all of us during the pandemic. But the “new normal” brought by the pandemic made people look towards the home fitness that expanded towards the city exploration. In the second half of the year, “city travel” was shared eight times on Xiaohongshu.
“A place near home” was also popular. Whether it’s a bookstore or a grocery market, it’s been rediscovered. People were leaving their houses to explore the city.
Camping
Another hit on Xiaohongshu was camping, which registered more than 770,000 shares. It is five times more than the previous year’s search result. Since the last spring, the camping industry of China has been growing fast.
According to the Event planner, Pan Jiawei, more people are craving nature and outdoor activities after the pandemic. Young people, particularly those born after 1995, like to indulge in fashion and lifestyle.
The camping fad has increased sales of associated items such as portable stereos, grilling grills, camping stoves, Frisbees, and more.
New Chinese Style
Coming down to the fashion field, “New Chinese Style” has won the battle. “Chinese nostalgic” was a trending search last year. It took a big turn from a simple mix of Chinese elements to more complicated designs. “New Chinese Style” became a trending share and grew 26 times on Xiaohongshu in the second half of the year.
As patriotism has grown in recent years, the “Han-style” clothing trend has maintained its image.
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