Suddenly, one sees a lot of young people all over the place. Either they are going around with their hair screaming pink or blue, or diving into waters, learning to drive or flying abroad on vacation. It is because an entire generation is sliding into adulthood.
突然,人们看到到处都是年轻人。他们要么把头发染成粉红色或蓝色,要么跳进水里,学习开车,或者在度假时飞到国外。这是因为整整一代人正在步入成年。
As the college entrance examination, gaokao, came to an end earlier this month, China's high school graduates didn't just heave a sigh of relief — they opened their wallets to unleash the now familiar "post-gaokao economy", offering a peek into how 18-year-olds view money and freedom.
随着高考在本月早些时候结束,中国的高中毕业生不仅松了一口气,他们还打开钱包,释放了现在熟悉的“高考后经济”,让人们一窥18岁的年轻人如何看待金钱和自由。
For today's youth, this phase is becoming like a rite of passage, a brief period in which to craft a new identity before starting university life. Data from online travel agency Trip.com show that travel bookings surged by 88 percent only days after the exam. For most of these new adults, the trip was one of the first decisions they were taking as adults.
对于今天的年轻人来说,这一阶段正变得像一个成人仪式,在开始大学生活之前,这是一个塑造新身份的短暂时期。在线旅行社Trip.com的数据显示,考试后几天,旅行预订量激增了88%。对于大多数新成年人来说,这次旅行是他们成年后的第一个决定之一。
Parents are footing the bill for what many call "reward consumption". Many electronics stores have reported a double-digit growth in sales of smartphones, laptops and tablets, gifts that have always been considered essential for campus life. Besides, the sale of smart wearable products has also surged. As the high school graduates gradually become independent decision-makers and key participants in the market, their preferences are steering consumer trends, driving both market upgrades and product innovation.
家长们正在为许多人所说的“奖励消费”买单。许多电子商店报告称,智能手机、笔记本电脑和平板电脑的销售额实现了两位数的增长,这些礼物一直被认为是校园生活中必不可少的。此外,智能可穿戴产品的销量也大幅增长。随着高中毕业生逐渐成为独立的决策者和市场的关键参与者,他们的偏好正在引导消费趋势,推动市场升级和产品创新。
Yet this consumption trend is not purely materialistic, most of these 18-year-olds are investing in themselves. Learning how to drive is one of the most popular choices for fresh high school graduates, while many young people are joining gyms and swimming clubs to sculpt the perfect figure before entering college. Even the surge in appointments for teeth whitening and double eyelid surgery shows how the young are conscious of their looks.
然而,这种消费趋势并不是纯粹的物质主义,这些18岁的年轻人中的大多数都在投资自己。学习开车是高中应届毕业生最受欢迎的选择之一,而许多年轻人在进入大学之前加入健身房和游泳俱乐部来塑造完美的身材。即使是牙齿美白和双眼皮手术预约的激增也表明了年轻人是如何意识到自己的外表的。
Unlike people of older generations who associate consumption with pure enjoyment or status, today's teens see spending as a form of realizing their full potential. Therefore, pink hair dyes? Absolutely. Anime-inspired makeovers? Why not?
与将消费与纯粹的享受或地位联系起来的老一辈人不同,今天的青少年将消费视为实现其全部潜力的一种形式。因此,粉红色染发剂?当然。动漫风格的化妆?为什么不呢?
However, beneath the glitter lies a cautionary tale. The way families are spending tens of thousands of yuan for teenagers' "must-have" experiences is triggering debates over rational consumption. Dermatologists have raised concern about the safety of cheap hair dyes, while travel agents report parents overspending on luxury vacation packages. The key is balance, so young people need to rein in the desire to chase every trend.
与将消费与纯粹的享受或地位联系起来的老一辈人不同,今天的青少年将消费视为实现其全部潜力的一种形式。因此,粉红色染发剂?当然。动漫风格的化妆?为什么不呢?
Ultimately, this surge in post-gaokao spending reflects deeper shifts in China's social fabric. For businesses, it represents both an opportunity and a challenge. Companies that combine profitability with responsibility, offering student discounts on durable, practical goods rather than exploiting fleeting fads, are more likely to secure long-term customer loyalty.
与将消费与纯粹的享受或地位联系起来的老一辈人不同,今天的青少年将消费视为实现其全部潜力的一种形式。因此,粉红色染发剂?当然。动漫风格的化妆?为什么不呢?
The younger generation's preference for quality over quantity is reshaping entire industries. They are shifting from pursuing mere utilitarian value to seeking emotional fulfillment and resonance. Businesses are adapting to this trend by aligning with youth preferences, emphasizing quality, personalization and differentiation in products and services.
年轻一代对质量而非数量的偏好正在重塑整个行业。他们正在从追求纯粹的功利价值转向寻求情感满足和共鸣。企业正在适应这一趋势,与年轻人的偏好保持一致,强调产品和服务的质量、个性化和差异化。
Local governments can also better identify emerging demands, enhance high-quality supply, establish sustainable mechanisms and transform short-term momentum into long-term growth engines, ultimately driving comprehensive upgrades in consumption.
地方政府还可以更好地识别新兴需求,加强高质量供应,建立可持续机制,将短期动力转化为长期增长引擎,最终推动消费全面升级。
Beyond the economic figures, these spending choices reveal a profound truth: China's youth are not just preparing for university, they are rehearsing adulthood on their own terms. As businesses and policymakers take note, one thing is clear: the future belongs to those who see consumption not as an end, but as a means to build the lives they envision.
除了经济数据,这些支出选择揭示了一个深刻的事实:中国的年轻人不仅在为大学做准备,还在按照自己的方式排练成年。正如企业和政策制定者所注意到的那样,有一件事是明确的:未来属于那些不把消费视为目的,而是把消费看作建设他们所设想的生活的手段的人。
post-gaokaoeconomy
n.高考后经济
personalization and differentiation
n.个性化和差异化
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