패션비즈니스 (Journal of Fashion Business)

  • 제25권3호
  • /
  • Pages.1-16
  • /
  • 2021
  • /
  • 1229-3350(pISSN)
  • /
  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
권호 표지
DOI QR코드

DOI QR Code

중국 90후세대의 세대적 특성과 패션 경향

Generational Characteristics and Fashion Trends of China's Post-90s Generation

  • 빈삼 (전북대학교 의류학과) ;
  • 염혜정 (전북대학교 의류학과, 인간생활과학연구소)
  • Bin, Sen (Dept. of Clothing & Textile, Jeonbuk National University) ;
  • Yum, Haejung (Dept. of Clothing & Textile, Institute of Human Ecology, Jeonbuk National University)
  • 투고 : 2021.02.07
  • 심사 : 2021.05.05
  • 발행 : 2021.07.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

In December 2019, when the novel coronavirus (nCoV) was identified in Wuhan, Hubei, China, the number of people belonging to post-90s generation among about 42,000 medical staffs personnel supporting Hubei was 12,000 or more, accounting for about 33.3% of the total number of personnel. The term "post-90s generation" generally indicates young people born from 1990 to 1999. The study scope is the 1990-2020 period between the birth of post-90s generation and present. Literature and empirical studies are performed. Generational characteristics and fashion trends shown only by post-90s generation through precedent studies and reports are as follows: First, generational characteristics of post-90s generation can be categorized into the following three characteristics: "sang wenhua", "collective loneliness", and "diversified identity". Second, fashion trends of the post-90s generation can be categorized into the following three characteristics: "new Chinese style fashion", "masstige fashion", and "de-labeling fashion". The above results show that the post-90s generation uses "culture" and "me" as keywords. Further, the above trend is consequently divided into the following two characteristics: "diversification" and "individualization". This is because the post-90s generation is directly affected by the reform and opening and the 9-year compulsory education policy of China compared to the previous generations; hence, these people are greatly influenced by Western culture and fashion as well as their own culture and fashion. It refers having a tendency to express one's individuality with a variety of tastes and styles.

키워드

참고문헌

  1. Analysys Think Tank. (2014). Survey report on China's post-90s generation [PDF document]. Retrieved June 7, 2020, from https://www.analysys.cn/article/detail/170
  2. A pair. (2020). A pair of national walking shoes, let the post-90s generation tore off the label. 每日头条. Retrieved March 18, 2021, from http://kknews.cc/
  3. Behind the carnival. (2019, April 26). Behind the carnival, collective loneliness: 2019 social network big data. 诸葛智库. Retrieved March 29, 2020, from https://mp.weixin.qq.com/
  4. Bei Jing News. (2020). How different is it China's post-90s generation?. Retrieved March 4, 2020, from http://www.bjnews.com.cn/graphic/2020/01/20/676749.html
  5. BOBO. (2008, December 26). Tianya wenda. Retrieved March 8, 2020, from http://wenda.tianya.cn/question/79641ee0d66a9f5d
  6. Buddha youth. (2020). Sogou baike. Retrieved March 8, 2020, from https://baike.sogou.com/v166458891.htm?fromTitle=佛系青年
  7. Buy the most Expensive Fashion Item Price Range. (2018). Retrieved March 9, 2020, from https://luxe.co/post/88957
  8. Cha, S. (2012). Comparison of innerwear color preference among the Korea, China and Hong Kong. Journal of Fashion Business, 16(5), 106-113. https://doi.org/10.12940/jfb.2012.16.5.106
  9. Chang, S. (2013). A study of post-90's college students' employment value orientation. 高校辅导员学刊, 05(02), 71-73. doi:10.13585/j.cnki.gxfdyxk.2013.02.020
  10. Chen, X. (2020). Impacts of luxury fashion brand consumers' lifestyle and sensory sensibility experiences on their brand attitude and purchase intention: focused on the post-80s and post-90s generations of China (Unpublished doctoral dissertation). Kyung Hee University, Seoul, Korea.
  11. Chen, Y. (2015). "90后"消费群体对名族服装品牌的影响 [Influence of post-90s consumer groups on famous clothing brands]. 服饰设计, 2015(04), 111-113 doi:10.16129/j.cnki.mysds.2015.04.039
  12. China's Birth Rate. (2020). Retrieved March 4, 2020, from http://www.bjnews.com.cn/graphic/2020/01/20/676749.html
  13. China Li-Ning. (2018, February 10). China Li-Ning once again enters New York fashion week, the theme of "enlightenment" highlights the light of China!. 陈列共和. Retrieved March 9, 2020, from https://www.sohu.com/
  14. Compulsory education. (2020). Baike baidu. Retrieved March 8, 2020, from https://baike.baidu.com/item/%E4%B9%89%E5%8A%A1%E6%95%99%E 8%82%B2
  15. Consumer sentiment. (2018). "Consumer sentiment" is getting hot, why are we willing to pay for feelings?. Sohu. Retrieved March 8, 2020, from https://www.sohu.com/a/249638819_116044
  16. Craftsman's spirit. (2020). Sogou baike. Retrieved March 8, 2020, from https://baike.sogou.com/v68768634.htm?fromTitle=%E5%B7%A5%E5%8C%A0%E7%B2%BE%E7%A5%9E
  17. Cui, J. (2008). 90后大学生心理发展的基本特征 [Basic characteristics of psychological development of post-90s college students]. 教育与职业, 2008(35), 98-100. doi:10.13615/j.cnki.1004-3985.2008.35.023
  18. Data Center of China Internet. (2020). Research report on China's post-90s mobile shopping [PDF document]. Retrieved March 8, 2020, from http://www.dcci.com.cn/media/download/5639bc64607333767beca42512f5af77e589.pdf
  19. De-labeled Generation. (2020). Retrieved March 18, 2021, from https://s.weibo.com/
  20. Di Touzu. (2020). Sogou baike. Retrieved March 8, 2020, from https://baike.sogou.com/v53232925.htm?fromTitle=低头族
  21. Fashion magazines. (2017, April 21). Fashion magazines can only flip through? We made a three-dimensional version of VOGUE, let you see. 三里屯太古里. Retrieved March 8, 2020, from https://www.sohu.com/a/135513071_332913
  22. Fu, Y. (2019, October 16). The real post-90s consumption: dare to love and dare to spend, but is overwhelmed by high debt. 人人都是产品经理. Retrieved March 7, 2020, from http://www.woshipm.com/
  23. Generation Endorsement Plan. (2020). Retrieved March 18, 2021, from https://s.weibo.com/
  24. Guo, Y. (2014). 浅析"90后"消费行为特点及其营销策略 [Analysis of post-90s consumer behavior characteristics and marketing strategies]. 商业研究, 2014(4), 133-134.
  25. Huang, M. (2019). 基于90后消费群体消费心理快时尚服饰 营销策略研究 [Research on the marketing strategy of fast fashion clothing based on the consumer psychology of the post-90s consumer group]. 营销界, 2019(47), 133+142.
  26. Huo, W. (2017). A study on the influencing factors of luxury consumption intention of Chinese young people who born after 1990's (Unpublished master's thesis). Woosuk University, Jeonju, Korea.
  27. Jiang, J. (2019, April 23). China's post-90s generation luxury consumption report. 华丽志. Retrieved March 8, 2020, from https://luxe.co/
  28. Jung, J., Park, S., & Won, Y. (2019). Sports consumption behavior according to the lifestyle and consumption value of generation Z. Korean Society of Sports Science, 28(3), 15-31. doi:https://doi.org/10.35159/kjss.2019.06.28.3.15
  29. Kim, N., Cheon, M., Choi, J., Lee, H., Lee, J., Kim, S., Lee, S., Suh, Y., & Kwuan, J. (2019). Trend Korea 2020. Seoul: Window of the future.
  30. Li, H. (2017. February 20). An analysis of the impact of consumer motivation and self-concept on post-90s consumers' purchase intention for new Luxury Products. 格隆汇. Retrieved March 9, 2020, from https://www.gelonghui.com/
  31. Li, J. (2017). Money attitudes and conspicuous consumption of the post-90s generation in China (Unpublished master's thesis). Chungbuk University, Seoul, Korea.
  32. Li, L. (2019). "90后", 作为一个群体的工作观 [Post-90s generation as a group of work views]. Social Governance, 2019(19), 54-55.
  33. Li-Ning Brand Current Design. (2018). Retrieved March 9, 2020, from http://www.xiluoma.com/5667.html
  34. Li-Ning Brand Previous Design. (2018). Retrieved March 9, 2020, from https://mts.jk51.com/tushuo/8911898.html
  35. Li, W. (2015). A study on the buying behavior of Chinese women's fashion luxury replicas: focusing on the post-70s, post-80s, post-90s generations (Unpublished master's thesis). Kyungpook National University, Daegu, Korea.
  36. Lin, L. (2019). 90后消费趋势分析 [Post-90s consumption trend analysis]. 营销探秘, 2019(06), 120. doi:10.19921/j.cnki.1009-2994.2019.06.088
  37. Liu, X., Yu, Z., Wang, Y., & Wang, R. (2013). 探讨90 后大学生的时尚意识 [Explore the fashion consciousness of post-90s college students]. FRONTIER OF THEORY, 2013(12), 254.
  38. Lui, S. (2020). Aesthetics discussion on fashion brand design in hip-hop culture context. Industrial & Engineering Design, 2(4), 65-72. doi:10.19798/j.cnki.2096-6946.2020.04.011
  39. Luxury Brand Pyramid. (2020). Retrieved March 9, 2020, from https://www.zhihu.com/question/47643697
  40. Ma, K., & Chen, S. (2009). 浅析"90后"大学生的消费行为 [An analysis of the consumption behaviors of college students of the "post-90s"]. Theory Journal, 2009(12), 72-74. doi:10.14110/j.cnki.cn-37-1059/d.2009.12.022
  41. National Bureau of Statistics. (2020). 2019 China statistical yearbook. Retrieved June 29, 2020, from http://www.stats.gov.cn/tjsj/ndsj/2019/indexch.htm
  42. Ohk, K. (2015). A study on global consumption of the "post-8090". 中国文化研究, 0(27), 91-112.
  43. On the origin. (2018. October 24). On the origin and development of the term "Otaku" and the reasons for its association with "really disgusting". Nadya. Retrieved August 23, 2020, from https://www.gcores.com/
  44. Park, H. (2016). A study on the characteristics of new generation with life style: Focus on generation Z. The Journal of Humanities and Social Sciences, 7(6), 753-767. doi:http://dx.doi.org/10.22143/HSS21.7.6.44
  45. Qian, W. (2014). 90后品牌观 [Post-90s generation brand concept]. Management, 2014(6), 98-99.
  46. Qiang Zhang Net. (2019, August 27). What kind of design would the post-90s and post-00s generation like after abandoned fast fashion?. Retrieved March 8, 2020, from https://t.qianzhan.com/caijing/detail/190827-e5c43c15.html
  47. Qiao, W. (2013). "90后"高职学生的心理发展特征, 成因及 心理健康教育措施 [Post-90s vocational students' psychological development characteristics, causes and mental health education measures]. 教育与职业, 2013(30), 97-98. doi:10.13615/j.cnki.1004-3985.2013.30.023
  48. Research report. (2016). Research report on fashion brand preference of post-90s and post-80s. IResearch. Retrieved March 18, 2021, from https://www,dtcj.com/datainsight/685
  49. Research Report on China's Post-90s Generation Mobile Shopping. (2020). Retrieved March 8, 2020, from http://www.dcci.com.cn/media/download/5639bc64607333767beca42512f5af77e589.pdf
  50. Shen, Y. (2013). Clothing cartoon design study based on analysis of consumption demand: the consumers in age of "70s", "80s", "90s" as the target consumer groups (Unpublished master's thesis). Zhejiang Sci-Tech University, Zhejiang, China.
  51. Shi, Q. (2014). Post-90s college students' personality characteristics and educational countermeasures. Student Work, 2014(7), 214+223. doi:10.16400/j.cnki.kjdks.2014.07.046
  52. Slash youth. (2020). Sogou baike. Retrieved March 8, 2020, from https://baike.sogou.com/v158106381.htm?fromTitle=斜杠青年
  53. South Korean. (2017, May 27). South Korean professors describe China's post-90s generation like this. 青年力. Retrieved March 8, 2020, from http://www.haijiangzx.com/
  54. Survey Report on the Post-90s Generation in China. (2014). Retrieved June 7, 2020, from https://www.analysys.cn/article/detail/170
  55. Talk about BoBos. (2020). 舒心亘. Retrieved August 23, 2020, from https://mp.weixin.qq.com/
  56. Tan, H. (2012). Research on the lifestyle of Chinese new generation consumer: a comparision on post-90s and post-80s generation (Unpublished master's thesis). Seoul National University, Seoul, Korea.
  57. The 23 most. (2015, October 9). The 23 most popular clothing brands of post-90s generation. Fashion Network. Retrieved March 4, 2020, from https://cn.fashionnetwork.com/news/
  58. The era. (2017. December 11). The era of affordable luxury. 广东省珠宝玉石交易中心. Retrieved March 9, 2020, from https://www.gdgje.com/news/news/activity/2017/433.html
  59. The left-behind children. (2020). Sogou baike. Retrieved July 3, 2020, from https://baike.sogou.com/v2254137.htm?fromTitle=留守儿童
  60. The Main Factors that Determine the Consumption of the Post-90s Generation. (2016). Retrieved March 18, 2021, from https://www,dtcj.com/
  61. Wang, D., & Lee, S. (2012). Comparative study on SPA brand purchasing behaviors of 20's and 30's female between Korea and China. Journal of Fashion Business, 16(5), 23-38. https://doi.org/10.12940/jfb.2012.16.5.23
  62. Wang, J. (2018, September 20). China's new generation will pay for what fashion consumption?. 华丽志. Retrieved March 9, 2020, from http://waaaat.com/
  63. Wei, T. (2017). 网络传播时代的"丧文化" ["Sang culture" in the era of internet communication]. 青年记者, 2017(32), 28-29. doi:10.15997/j.cnki.qnjz.2017.32.016
  64. Why is. (2020). Why is affordable luxury gradually gaining popularity among young people?. Zhihu. Retrieved March 9, 2020, from https://www.zhihu.com/
  65. Xiao Quesang. (2020). Sogou baike. Retrieved August 23, 2020, from https://www.sogou.com/link?url=DOb0bgH2eKjRiy6S-EyBciCDFRTZxEJgkXpWfjGdUtpxAtjd2WX3vRvT47fi1v8bmGrNQpsrwHyVoI0wSKU3Niq1_sIdN9_sSYsi2rqoF28.
  66. Xia, Z. (2016). Guide young people away from the erosion of "Sang culture". 中文自修, 2016(23), 16.
  67. Xin Hua News. (2020a, March 7). "Post-90s" and "post-00s" generation,12000+!. Retrieved March 8, 2020, from http://china.qianlong.com/
  68. Xin Hua News. (2020b, March 16). The power of youth The backbone of the times: remembering the "post-90s" and "post-00s" generation on the front line of anti-COVID19 disease. Retrieved July 4, 2020, from http://www.xinhuanet.com/
  69. Xu, N. (2014). Forming factors of contemporary youth's diversified aesthetic orientation. 艺术品评, 2014(12), 108.
  70. Yao, J. (2018). A study on the "Yolo" in Korea's generation between "90후" in China's generation of the Cultural Phenomenon: focused on consumer culture. (Unpublished master's thesis). Chung-Ang University, Seoul, Korea.
  71. Yao, X. (2014). The new Chinese in social transformation period: a study on the duality of the post-80's generation in northeast China (Unpublished master's thesis). Yonsei University, Seoul, Korea.
  72. Yum, H. (2016). Fashion culture of the Japanese Dankai generation. Korean Japanese Language and Literature, 1(71), 275-296. doi:10.18704/kjjll.2016.12.71.275.
  73. Yum, H. (2019). The fashion and consumption culture of the Satori generation in Japan. Journal of the Korean Society of Costume, 69(8), 99-115. doi: https://doi.org/10.7233/jksc.2019.69.8.099
  74. Zhai. (2020). Sogou baike. Retrieved March 8, 2020, from https://baike.sogou.com/v42555.htm?fromTitle=%E5%AE%85
  75. Zhang, W. (2015). Post-90s youth popular culture characteristics and educational countermeasures. The Party Building and Ideological Education in Schools, 2015(6), 10-12.
  76. Zhang, Y. (2019). The expressions of the "Sang culture" focused on Chinese post-90's generation "buddhist-style" employees. The Convergence of Humanities, Social Science an Art's Academy, 3(2), 13-29.
  77. Zhao, Y., & Zhou, D. (2014). 分析90后大学生消费的行为特点及成因 [Analyze the behavioral characteristics and causes of consumption of post-90s college students]. NET FRIEND WORLD, 12, 90+118.
  78. Zhu, L. (2020, January 10). "National Tide" stunning interpretation, Bierlefin creates a fashionable Chinese style. 财经记者圈. Retrieved March 9, 2020, from https://m.efpp.com.cn/