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Eating meals, making snowmen, and blind dates ... "Economy" is full of tricks

来源:半月谈 January 9, 2020, 07:58 Source: Half- monthly talk

Introduction

From purchasing and driving, the "generation economy" has developed in China for nearly 20 years.

Nowadays, with the rise of new technologies such as the mobile Internet, more and more convenient social channels and trading platforms have spawned various new generation models of "generation economy": meals, snowmen, queuing, blind dates ... … Various generations of services have penetrated into every detail of people's lives, becoming a fashionable economic phenomenon, and to a certain extent also cater to the general trend of consumption upgrade.

At the same time, with the emergence of various types of service projects, some gray and black "generation economies" have grown underground and hidden risks.

To solve new problems, we must establish new ideas.

"Help me fight the League of Legends and upgrade two more ranks." Zhao Chenxing (pseudonym), the game trainer, received the online training request from the online trading platform "Dailiantong". After being confident that he can meet the requirements of netizens, he submitted his grade certification to the user, and delivered a deposit to take over the task. Due to the difficulty of the task, he can get a commission of 360 yuan after completing the task. The next few days, he logged in to the user ’s League of Legends game account and started training.

"Because I play this game better and help others, I can quickly improve their level and meet the needs of users. There are also some users who are too busy and usually have no time to maintain the level." Zhao Chenxing said.

What are the various ways to open the "generation economy"?

In the virtual world of games, ranks and rankings are a symbol of player ability and status. Players generally need to improve their ranks, which has created a huge market for "game training". In Taobao, a product called "Dota2 Professional Training" has sold more than 10,000 pieces in the past month. Many players gave praise: "Too satisfied, good value for money, I will look for them in the future."

Not only generation training, but also generation eating and drinking also exist widely on online trading platforms. Open a second-hand trading platform and search for "eat on behalf of". A large number of sellers who "eat on behalf of" and "drink on behalf of milk tea" came into view. The service price ranges from 2 yuan to 100 yuan.

The reporter from Banyue Tan contacted a seller who provided the "drinks on behalf of drink" service, and the product introduction page with a price of 20 yuan said, "The order has been lined up to the next year." The seller is a college student, she said, customers are generally people who want to drink milk tea but are afraid of getting fat. Drinking on behalf of customers can save customers the trouble of queuing up and gaining weight. "When drinking, I will tell them the taste and experience live, and take photos for customers to send friends."

The scope of generation services has continuously expanded, one after another, they have stepped out of people's imagination space and stepped onto online trading platforms, which have really spawned a "generation economy".

Ca n’t figure out the classification of garbage, and it ’s time-saving and labor-saving to call “throwing garbage on behalf of the people”; hospitals are queuing up time, and there ’s a special line on behalf of the people ... But in daily life, many people just need it. Various ways and strange reasons have made the "generation economy" spread rapidly.

The trend of industrialization of traditional “generation economy” is obvious

Judging from the general trends and structural changes of Chinese household consumption in recent years, people will consume more entertainment, education, health care and other services after income increases. As far as the "generation economy" is concerned, many service items and contents will be produced in the market and will change under the test of the market.

Because of this, the driving, purchasing, and ordering businesses that have grown up in the early years have also quietly changed in recent years, showing a clear industrialization development trend.

The "Report on the Supply and Demand Structure and Future Development Trends of China's Overseas Purchasing Market 2019-2025" issued by the Huajing Industry Research Institute said that the scale of China's overseas purchasing market in 2011 was 26.5 billion yuan, and in 2017 it reached 158.7 billion yuan, attracting a batch Big companies enter the game.

The driving industry started in 2003 with a small amount of initial business, but in recent years, this situation has reversed. In this context, the generation driving platform has become the object of capital market chasing, and the industry has entered an era of multi-strong competition. At the same time, major driving platforms have gradually developed a series of derived "generation services" such as vehicle washing, vehicle inspection, and vehicle repair, which provide richer service content.

Online tourism platforms that serve to book hotels, tickets, air tickets, etc. through competition and mergers in recent years have also formed a pattern of hegemony. Taking ticket booking as an example, the online travel website platform can sell and integrate products across airlines to provide consumers with more rich and personalized information services. Even when airlines strengthen their direct marketing channels, the ticket booking service of the online travel website platform still maintains a clear competitive advantage.

For major platforms, the agency business such as hotels and air tickets has become the main source of revenue, and transportation ticketing and accommodation booking account for most of the revenue.

The benefits of "generation economy" to society are obvious. In fact, the "generation economy" has a form in the traditional economy, and later its effect is made more prominent by the long-tail aggregation effect of the network.

Refinement of social division of labor, replacing "rich" with "free"

How to mine value from "generation behavior" and maximize value through services are the logic of making money behind generation services.

"I feel like this trip is worth it!" With the help of a travel planner, Yu Shuang (pseudonym) went to Turkey for free. "Travel planners not only plan the itinerary, but also help to book hotels and buy tickets, etc .; not only improve the cost-effective, but also make the trip more secure and safe."

Some views suggest that the "generation economy" is a derivative of the "lazy economy", but relevant practitioners believe that the pace of work and life in modern society is accelerating, and the emergence of the "generation economy" has played an important role in improving efficiency. For service providers, changing "free" to "rich" can make life more fulfilling and efficient.

With unexpected creativity, the "generation economy" continues to create demand and value. The food and drink service on behalf of the outside world is also quite strange, but the popularity reflects the real market demand. By eating and talking with each other's video, Daigou merchants can satisfy customers' curiosity and appetite, which is a derivative service of spiritual needs. The reporter combed and found that this type of "generation economy" model mainly exists in social media and other cyberspaces, and strange and personalized services are often developed by Internet users themselves.

Chen Xuhui, director of the Research Center for Internet Information and User Behavior of the Business School of Tianjin University of Finance and Economics, believes that "generation economy" is a more detailed manifestation of social division of labor. With the rapid development of the platform economy, information has a faster and broader gathering and distribution channel than ever before, which makes it easier for people to publish and obtain information; combined with the free time and technical capabilities of others, so that labor can be used as production Elements are more mobile and realizable. Objectively speaking, this is caused by technological progress and social division of labor.

Source: "Half-moon Talk Internal Edition" No. 1 of 2020

Half-monthly reporter: Zhai Yongguan, Huang Jianglin, Liu Weizhen

(Responsible editor: Sun Dan)