动物圈，山谷圈，笔圈00以后你在玩什么？
如果您不知道，00后您在玩什么？
这是中国最大的动物聚会，动物圈是由热爱拟人化动物角色的人们组成的圈。与cos圈，Lolita圈，JK制服圈，甚至婴儿圈相比，这是一种新的且鲜为人知的存在。近年来，它吸引了越来越多的后00代新人。在这里，人们使用虚拟动物设备（对应于“人类设备”）结交朋友，并愿意花费数万美元购买一套动物设备。
Z代年轻人的消费能力正在无意中显示出来。
According to iResearch, in 2019, the number of Pan secondary users will reach 390 million, the cartoon market will reach 2.25 billion yuan, and the animation market will reach 16.46 billion yuan. The rise of this group of young forces has given the “small broken station” station B the confidence to break the circle. The animation market is closely watched by the giants, no longer the second dimension of the minority, and has become an important vane of the trend of consumption, but it is obviously not all of this group of young people.
Exploring what generation Z young people are playing is like opening up an Alice’s fantasy adventure. They can always make friends through their hobbies, find their own circle, and establish a unique circle culture. For example, the virtual game mode on the social network has been brought into full play, resulting in the birth of C circle and pia circle; the life interests and hobbies have been brought into full play, resulting in various circles such as shoe circle, pen circle, drawing circle and skateboard circle; of course, the avant-garde and trendy minority culture will not fall behind, and children circle, valley circle and beast circle are also active.
Everything can be circled. Behind the rise of every new culture and circle is the pulse of the latest generation of young people.
Chen Yuetian, co-founder of Chenhai capital, is concerned about the z-generation emerging economy. He told shenran that the capital investment community will consider the degree of adhesion, the number of users and the ability to pay. The formation of “circle” is conducive to business investment. No matter whether you understand or accept it or not, these young people are bound to take their circle culture to the center of the world and stimulate new needs, new culture and new economy.
So back to the original question, apart from the well-known circles such as cos circle, Lolita circle and JK uniform circle, which are often discussed by the public, what are they still playing after 00?
01 pen circle: the price of a pen is more than 1000, and the “little action” is promoted to the “World Cup”
What is unexpected is that pen changing, a common little action in the post-80s and post-90s students, has developed into a mature circle in the post-00s, and although sparrow is small, it has all five dirty organs.
In the first half of this year, Hui organized two teams to participate in the sixth pen Changing World Cup held by the non-governmental organization world pen changing Association. This time, a total of 88 participants from 16 teams from 11 countries including the United States, Japan, China and France participated in the competition. The process of the competition is not complicated. Each team records the video of pen changing separately, makes it into a film and uploads it to Youtube. Then the judges of the world pen changing association score and judge it according to the difficulty, execution, creativity and structure.
Official rules Manual of 2020 World Cup
“Any small circle you don’t understand, there are a lot of people who make a lot of efforts.” born in 2002, Guige has been in the circle for a long time. When talking about pen changing, he has an old and firm tone. Recently, because he didn’t have time to write in his internship, his skills are a little unfamiliar, and he is in danger of being chased by the “post-10” generation. “However, their practice time is not long enough, and their strength is not good. After 00, they crush the post-10 generation generation 。”
Like all circles, pen circle has a special circle culture. For example, there are three unwritten rules: you can’t use pen to develop improper business, you can’t show unskilled moves, you can’t use pen to write on important occasions such as classroom meetings. Everyone in the circle has their own pseudonyms. They have recorded pen changing videos and competitions, as well as professional terms and skills that outsiders can’t understand. Wikipedia shows that up to now, there are no less than 500 pen changing moves.
When there is demand, there is business. Different from the ordinary pen, the pen needs to pay special attention to the reasonable weight distribution, the friction of the glue, and the length of the pen. The price of a pen on the market ranges from 20 to 1000 yuan, which is several to dozens of times higher than that of ordinary neutral pens. Hui has 40 pens in his hand, and he spent thousands of yuan on them, which is nothing. In the pen bar, he saw a circle of friends drying out a room of pens, and conservatively estimated that there are thousands of pens.
Some manufacturers aim at the market of pen circle and produce pen circle accurately. Two mainstream brands, Zhigao and Zhiwu, appear in the circle. The former is the first manufacturer of pen changing stationery to realize mass production. It’s not a good hand, but it’s the enlightening pen of many pen changing enthusiasts. The latter was established in recent two years, and is rapidly seizing the market by the way of low threshold agency.
Not only that, the pen circle has also developed and refined various business roles, such as pen merchant, change writer, event organizer, editor, teacher, etc. Anye officially entered the circle in 2011. Because he was good at pen changing, he opened a Taobao store in 2016. After graduation, the income of the store far exceeded his job. He began to operate the store full-time, with a monthly revenue of more than 10000 yuan. Changing the pen is more than a craft. According to Guige, changing the pen requires a strong “creativity and innovation ability”, “to make the pen not only better, but also good-looking, for example, if you need to make difficult movements, you need to pay attention to the continuity of the pen rotation, and you need to be precise in length and weight when changing the pen.” He said.
It can be said that this is the circle where the post-00s make the most of their hobbies.
02 Valley circle: money consumption is beyond imagination, “backpack” is more expensive than LV
The same is the acme, valley circle is the love of animation IP, play to the acme.
Our common animation peripherals are divided into hard peripherals and soft peripherals. The former are mostly hand-made model statues, which are the choice of deep animation fans and belong to hand-made circle. Soft peripherals are often related to daily necessities, such as Keychains, postcards, badges (Baji), etc., which are called good in Japan and millet in China, thus developing the valley circle.
Similar to JK uniform circle, Lolita circle and Hanfu circle, Guquan also has professional terms and rules in the circle, which give birth to jargon such as box, kidney collecting, eating, grain discharging, food consumption, street sweeping, etc. In addition to the official millet, fans in the circle will create millet by themselves or by Commission, that is, Tongren valley. As the unit price of millet is not high, the cost of piracy is low, and it is difficult to protect rights, the trend of spontaneous resistance to piracy in the circle is highly similar to that in other circles.
Although the products circulating in the valley circle are not unfamiliar to the public, the “money burning” degree of the circle may exceed the public’s imagination.
Wang Hong, the relevant person in charge of a animation surrounding store, gives Shenzhen combustion an example. “They carry” Baji “(the badge is pinned on the schoolbag), not one, but a bag, which is more expensive than Lv. A popular bar must draw a blind box. The price of a popular role may be between 5000 yen and 10000 yen, which is converted into RMB 316 to 632 yuan. It takes about 40 to paste a bag, that is, it costs 200000–400000 yen, that is 12000–25000 yuan. In Japan, the price of an unlimited LV bag is 200000 yen. “
According to him, there is still a disdain chain in Guquan, handmade circle and Chaowan circle. “Chaowan’s production level of delicacy can’t be compared with handmade circle. It’s at the bottom. You don’t have to look at the price of a hand-made product, which is often over a thousand. In fact, a person can buy only a few. The valley circle is the most expensive one. It’s the top level of the disdain chain to work together, buy on behalf of others and sweep goods. “
The reason why the valley circle is burning money is related to the fancy playing method adopted by the official sales circle. According to zaogao, the person in charge of Taobao store peddler dimension, when Japanese related companies launched animation derivatives, nearly half of the products were sold in the form of blind boxes because they were not sure which characters in the works would be loved by the market before going to the market.
In this mode, when there are multiple characters in a work, such as the Japanese men’s idol mobile game es, which has 49 characters, and the Japanese men’s idol music mobile game idolish7, which has 16 characters, fans can only get the characters they want through two ways: one is to keep buying blind boxes to try their luck, and the other is to pay a high price to buy hold boxes (including a whole set of products for all characters) Then we can compete with others. Due to the large number of people and different preferences, each has his own favorite role, so that the role can be evenly divided.
Because of some popular roles and some unpopular roles, a set of rules for buying in circles was born, which derived the roles and technical terms such as parent mother, all mother, demotion, binding, price adjustment, etc. For example, in order to make the group fight smoothly, the group will absorb “mother” of different roles. This role has the priority to obtain the right of her favorite character, but it also has to pay the price of coercion, that is, even if millet is not desirable, it must be purchased. “Bundling” is when fans want to buy popular characters, they also have to buy unwanted unpopular characters.
“Why can’t consumers choose what they buy? I don’t think it’s fair. “ Valley circle enthusiast sunflower has some helplessness. But she also understands that this is the most profitable way of selling the company’s products.
“If you sell it directly, you don’t have to sell it,” Wang Hong revealed. Because of the random mechanism set by the government, buyers can only know what they are buying after they open it. In addition, millet is mostly sold in the form of pre-sale. “More ordered means more production, less ordered means less production. It’s a limited product. If supply falls short of demand, the price will rise later.” this special mode has caught fire The second-hand market of the valley circle has been established.
Junior high school students have seen Japanese TV animation “Wenhao wild dog” less than 100 yuan of peripheral products, in idle fish sold tens of thousands of high prices. Millet with a high market price will also be placed in the glass cabinets of second-hand shops and ridiculed as “ocean view cabinet”, which is also a professional term developed in the circle.
In order to love “fever”, although the domestic derivatives market industry chain is difficult to develop, but the valley circle can be said to let the outside world see an influential animation IP, can produce consumer value.
03 animal circle: everyone has animal design and animal costume, and regularly participates in animal gathering and animal exhibition
Compared with pen circle and valley circle formed by hobbies, animal circle is a group with deeper emotional links.
Animal fans, namely furry, like anthropomorphic animal characters. They will “build” themselves with animal settings, and express their love for anthropomorphic animal characters by creating paintings, short video animations, and even wearing their own animal costumes.
Chi Benben, a well-known make-up artist in the animal circle, told shenran that there are pure animal fans in the virtual world with their own animal image. QQ network name, avatar and space content are consistent with animal image. “For example, he is silent in real life, but animal design is a very lovely character. Then you will see that every dynamic he sends is lively and lovely.”
It’s like in a virtual space, people borrow animal equipment, put on animal clothes, make friends, and create a new world, “reality is so tired, so I’m not a human being anymore,” joked “speed miracle”, a senior fan of the animal circle.
Polar animal gathering is one of the animal gathering activities with large scale and high maturity. Er Nao told Shen ran that he could clearly feel the explosive growth of members in the circle in the past two years. In the first year, more than 1000 people gathered to participate in the game, and the number doubled in the second year. Last year, he also did a survey of animal fans, “the main user groups are between 18 and 24 years old, and men are a little more than women. They are mainly distributed in coastal cities with more open culture.” he said that he was born in 1996 and is already regarded as an “old man” in the circle.
As a small circle, in addition to the special offline activities, the animal circle has the same characteristics as other circles — the consumption culture of burning money.
“There is a slang saying in the animal circle that the money controlled by the orcs is really good to earn.” according to the introduction of senior enthusiast “speed miracle”, the material cost of the full set of animal clothing is as high as 2000 or 3000 yuan. Because each set is customized, it is difficult to mass produce, and the labor cost is high.
In China, the average price of a full set of animal clothing made by individual animal clothing makers is about 8000 yuan, and the well-known studios can reach as high as 13000 yuan. The price of the full set of foreign well-known studios, such as tianxie GUI studio (a family) and kemono line (k family) in Japan, has soared to more than 22000 yuan. “And the supply is seriously in short supply, and the entrustment queue has been lined up until next year,” he said.
It seems hard to understand people’s obsession with animal culture and high investment in animal clothing. However, understanding the composition of the animal fans, you may be able to understand the existence of this group, as well as the emotional dependence on the animal circle.
Dr. nuka, a foreign social psychologist, has conducted Social Research on the animal circle for five years. In the documentary “fuzzy psychology”, he pointed out that LGBT groups (lesbian, gay, bisexual and transgender groups) account for the majority of the animal circle. Secondly, compared with non animal fans, animal fans have suffered more campus bullying.
“Speed miracle” experienced campus violence. When he was in junior high school, he was isolated by a classmate because he offended a classmate by talking. One day at noon, he was beaten by a dozen boys in the dormitory. At that time, he was covered in the quilt, and his face could not be seen. He only remembered that his brain was blank. After the crowd dispersed, he went to the hospital alone for examination. “Fortunately, he didn’t leave any serious injuries. The biggest negative impact was that he was scolded by the teacher for not handing in his homework for two days.” he recalled this experience with a relaxed tone. Among the respondents, er Nao also suffered from campus violence, but he declined to mention it again.
These two characteristics make the animal circle form a more profound cultural color than other circles.
Almost every animal fan has his own “animal design”, which is the ideal self of animal fans, carrying deep and private emotional significance.
Chi Benben’s animal design is the combination of feline and fish. The meaning she gives it is that a pirate adrift in the sea is good at fishing, but she is very lonely. She was really lonely for a time. The beast of speed miracle is called “Moyi”, which is a dragon. Although he was bullied by the school, it is endowed with a strong character to protect the people he loves.
“Just because we can’t achieve our idealized appearance in reality, we will let ourselves become our idealized appearance in the virtual space of the animal circle.” Speed miracle.
And unlike other money burning circles, even if there is no money or animal clothes, it doesn’t prevent animal fans from making friends and getting emotional comfort in this circle.
Chi Benben recalled to Shen ran that during the Spring Festival, a person was trapped in Guangdong because of the epidemic, and the animal friends came to accompany her for the Spring Festival. “In fact, they had friends together, so they didn’t have to come to accompany me.” at that time, she felt that she was really comforted. Between joining the animal circle, Chi Benben felt that he was full of hostility to the world. He clearly wanted to get it, but he resisted it. “It’s the kind of anger that is not my fault, but the world’s fault.” After entering the circle, she obviously felt a lot more peaceful and relaxed.
Several fans of animal circles who communicate with shenran have mentioned the exclusion they have suffered in real life. People in the circle are not afraid to talk about their identity as LGBT groups. Here, they don’t have to worry about being made difficult, they can give each other understanding and comfort. In the video related to the animal circle of station B, there are often bullet screens with the words “never regret entering the animal circle in this life”.
It’s more like a shelter, where fans can smooth out the disappointments of reality in the fictional world. In a way, it’s not that they like the animal pen, it’s that they need it.
Speed miracle tells shenran that it’s stuffy and hot to wear animal clothes, and the vision is severely limited, so it can’t move a lot, but it doesn’t hinder the fans’ yearning for animal clothes. Every time the animals get together, the animal fans who are still students save their pocket money for the second half of the year and come from all over the country to put on their animal clothes and enjoy each other’s life. After that, they have to return to reality. They will also have “post exhibition loss syndrome”.
Er Nao had his own experience. Every time he participated in the animal gathering, he came back to real life. There was a sense of loss brought by the huge contrast. “It’s like a model wearing beautiful clothes to attend a fashion show and then returned to a rental house. Everything is so unreal.” in addition to his 40000 steps of wechat movement, he also reminded him of all the twists and turns he had done for holding the animal gathering. As soon as it was over, “I started thinking about you,” he said.
In this shelter, the boundaries between virtual and real are blurring.
The secret corner behind the culture of the post-04:00 circle
Everything can be circled, only you can’t think of it, without them can’t do it. It seems that the post-2000s can always play a hobby to the extreme, build a virtual Castle away from the real world, and attract the curiosity and examination of the outside world.
To explore the circle culture after 2000, we need to answer two questions: why do they need the circle culture and what does it bring to them?
Psychological counselor Zhu Xiaohui told shenran that circle culture has existed in China since ancient times, such as the wine table culture popular among the Post-70s and the social network culture popular among the post-80s. “It’s just that this kind of circle culture is more pragmatic and pays more attention to economic and social benefits, while the circle culture pursued by young people in Z era is more about self will, personal hobbies, aesthetics and social benefits The expression of values.
From the perspective of social psychology, the unique social and cultural environment in China leads to the generation of the Post-00 generation growing up alone. In their early childhood, when they leave their families and go to school, they face more anxiety and anxiety than the post-90s and post-80s. “At this time, they will develop a transitional object to provide themselves with a sense of security and stability. For example, we see that many children in kindergartens can’t put down their plush toys. When a group of children have strong identification with similar transitional objects, the rudiment of a circle begins to appear. “ Zhu Xiaohui said.
This is the social psychological reason behind the popularity of Post-00 circle culture. In the early days, the circle was mainly centered on sharing and communication, in which people sought the pleasure and happiness deeply buried in their hearts. With the rise of the Internet and the intervention of capital, the circle has become increasingly large, and the economic value of the circle has just begun to appear.
“Many subculture circles are divided into two parts. One is the external performance of the circle, which can be subdivided industries of words, pictures, videos, live broadcast, games and even other media. The other is the internal spiritual core. Each circle has its own spiritual core to convey. How strong the spiritual core is determines how good the community adhesion is. “ Chen Yuetian, co-founder of Chenhai capital, explained.
But the current circle culture, the higher the degree of adhesion, the stronger the circle, the clearer the barriers. Although they are often misunderstood by the outside world, the circle culture created by the Post-00 generation is not only their weakness, but also their armor.
许辉说，他可以通过换笔，控制速度和转动来表达自己的奋斗精神。此外，他找不到表达自己的载体。向日葵是ACG文化中成长的一代。对于她来说，在山谷圈中，她获得了另一种追星的幸福，这与人们对追星的理解不同。她追求虚拟角色。Er Nao告诉shenran，无论是举办动物聚会还是运营公司，“事实上，我们真的没有任何目的。我们只想见见动物朋友两次。我这里有人喜欢。我愿意留在这个圈子里。友谊是维持我们关系的纽带。”
社会心理学家努卡博士在“模糊心理学”中指出，尽管动物笔背后的人年轻时更容易受到恶意攻击，但“似乎有某种东西正在保护他们免受我们期望的伤害。” 他得出的结论是，这是因为圈子的存在。
辅导员说，不同的时代确实会影响一代人的个性和思想，但实际上，人性的底线和心理规律是相同的。尽管圈子文化带来了无休止的辩论和诅咒，但从外部世界的角度来看，00后世代实际上是一群具有共同利益的普通人，但是他们的利益决定了他们所参与的社区，因此形成了一个新的小组力量。但归根结底，他们的心理需求与普通民众没有什么不同，当人们谈论“ 00后”时常常被忽略。
当我们谈论00后时代的小说圈子文化时，寻找新颖性往往是人们关注的焦点。但是，实际上，归根到底，圈子文化仍然是关于人，社区中人与人之间的相互作用，甚至人与人之间的相互理解和安慰。
毕竟，世界属于年轻人。赢得他们的关注并理解他们的喜好和需求比谈论他们在做什么和谈论更为重要。
