On Sina Weibo, the topic of “Understanding the abbreviation after 00” attracted more than 20 million readings. Some abbreviations and words that do not understand, stimulate the nerves of netizens.

“dd(在吗或顶顶)、xswl(笑死我了)、xjj(小姐姐)、sk(生快)……”

In the Weibo commentary, many "after 00" busy said that "I don't understand, I am old; I never use these, this pot will not be back after 00".

This year is the first year of adulthood after "00", the first batch of "after 00" is 18 years old. Most of the first batch of "after 00" have also made an important choice to enter colleges, study in high school, or step into the society to participate in work.

Like the "post-80s" and "post-90s", the generation born in the millennium always attracts the attention of the outside world. They were born in a country rich in material resources. They are the aborigines of the Internet age. They are experiencing tremendous changes brought about by high-speed urbanization and opening up.

Some people say that "after 00" is more open, equal, and inclusive; others say they are more self-conscious, individual, and pragmatic. In the eyes of many people, they are like a "mystery", but in the eyes of "post-00" parents, they are just "children." A piece of attention, put together a vague and incomplete portrait of the "post-00" group.

To be precise, the spiritual traits of 'post-00' are the spiritual qualities of young people, such as mavericks and the pursuit of freedom. They should be available to every generation of young people.

According to Sequoia, "Creating the Future - Research Report on Pan-Entertainment Consumption after Sequoia 00", using big data to take us into the most realistic 00.

The millennials have grown up in a deep digital environment, and they are particularly prominent in resource acquisition and utilization, deep learning and thinking, multicultural absorption and inclusion, innovation and entrepreneurship.

From the characteristics of the crowd, there are two most prominent features after 00: the most "red" generation, and the most inspirational generation.

Judging from the survey data, although it stands for maverick, 93% of the 00s have clearly stated that they "hope to contribute to society."

Equally surprising is the option of entrepreneurial willingness. Due to the popularity of the Internet, the knowledge of these young people has been amplified as never before, and 15% of the 00s have chosen “entrepreneurship” as the direction of future careers.

Birth and growth after 00, along with the booming development of China's Internet and mobile Internet, they are the first generation of mobile Internet aborigines. Different from the PC Internet aborigines represented by the 90s, with the decline of China's birth rate between 2000 and 2010, the family and social attention is more concentrated in the post-millennial generation.

I think the most worthy of attention inside is the background of life after 00: the era of mobile internet and social media. After 00, the network was earlier and the Internet time was longer, so it also formed a unique post-00 group value.

A major feature of group-related people after 00 is that the educational background of both parents is good, and the proportion of people with bachelor degree or above is 45%. In addition, the high proportion of parents' dual workplace background is also an important reason for stimulating the entry of entrepreneurship as a career interest tag after 00.

This is the zqsg (true feeling) after 00 in some interviews in Tencent 00 Research Report. Therefore, their interests are more dispersed, and consumer attitudes are full of personality.

The survey shows that after 00, the awareness of screening and access to information is strong, and the influence of KOL (key opinion leader) is gradually reduced. 60% of post-00 recognized brands should have unique insights and achievements in their own fields of operation.

The pan-entertainment application is the mainstream category in the whole-network application consumption status after 00, and if it continues to be subdivided, it can be seen that the application coverage of the two categories of audio-visual entertainment and information is the highest.

Social, trendy and personalized are the top three product features that users value most after 00. Female users are more interested in trendy, interesting and unique applications.

In the application acquisition path, the proportion of active search is as high as 44%, showing a strong selection initiative. And after 00, female users are more fashionable, interesting and individual in the pan-entertainment application, which is 10%-15% higher than that of men after 00.

The second-yuan "G station chairman Zhu Ming once summed up the difference between "after 00" and "post-90": "After 00, the requirements and harshness of the content are more critical than the 90s, they will go through the fire for the things they like, but if only 'Change skin products' or products with rough and homogenous content, they will never pay. ”

After 00, with a broad vision, more personality, and pursuing exquisite content, entertainment appeals are more international than the previous generation. To please these Z generations, practitioners may need to take the first step in the universal value of American, Japanese and Korean entertainment culture. Learn and research while refining content and making innovations.

Another major feature of the report is to summarize the evolution trend of the commercialization of pan-popular entertainment after 00, and to provide specific suggestions and measures for the future development of players in the pan-entertainment industry in combination with user behavior characteristics:

For companies in the field of pan-entertainment, the best way to get users is to quickly connect with users and let users truly integrate, effectively perceive and feedback.

Whether it is brand temperament fit, accurate or active push for users, or tailor-made products and experiences, it will help users' transformation and stickiness after 00;

Establish a full lifecycle user marketing system to fully exploit user value.

All in all, in the face of this broad vision, diverse ideas, and distinctive personality, content creators must always remind themselves that they cannot “lightly enemies”, and should pay attention to avoiding the previous cognition and understanding their tastes too much.