Trendy consumption refers to the consumption of products, content or scenes that have unique concepts and styles, and are designed with creative, fashionable aesthetic functions and immersive experiences. Specifically, trend consumption includes not only the consumption of clothing, shoes and bags centered on domestic national tide culture, American hip-hop culture, Japanese and Korean street culture, etc., such as consumers' purchase of Yeezy, Supreme, Bape and other brand products and Hanfu; Including consumption that emphasizes brand culture and entertainment value that are generally pursued by young consumer groups, such as the purchase of mobile phones, Gundam, blind boxes, etc. At present, the trend consumer market has reached hundreds of billions and is still growing rapidly. According to the data of "Fashion telemarketing list Chaser and Consumption Insights" released by Ali, in 2019, the GMV of trend consumption in Alibaba's ecology increased by 224%, the number of trend consumers on Taobao increased by over 10 million year-on-year, and the number of pieces of trend goods consumed by the crowd increased by 224%. , unit prices have increased to varying degrees, showing a higher overall consumption stickiness and purchasing power. According to Frost & Sullivan data, the market size of China's fashion retail industry has grown from 129.8 billion yuan in 2016 to 195.2 billion yuan in 2020, based on GMV, with a compound annual growth rate of 10.7%. The scale will reach 475 billion yuan. Trendy consumption captures Generation Z! The picture comes from open source securities One of the telemarketing list reasons driving the rapid growth of trend consumption is that under the domestic developed light industry system, trend brands are sufficient to adopt the ODM/OEM model on the production side, and the upstream foundries complete product production, thereby investing more resources in product development. , brand marketing, channel building and product sales, and get high profits on both ends of the smile curve. Another important reason is the rising generation Z's favor for trendy consumption. According to Ali data, Generation Z contributed 28% of the trend consumption, and the consumption growth rate exceeded 400%.