Text: ST Business Research Society
In the fast-paced modern life, many young people feel tired of fragmentation and disorder, but the new lifestyle of "theme month" has quietly emerged as their choice to pursue a sense of concentration and ritual. From designating a month as "Painting Month" or "Fitness Month" to "Hiking Month", young people can create their own unique experiences by focusing on a single interest or habit. Behind the scenes, the concept of consumption is also quietly changing: from buying and buying as you like, to carefully selecting and focusing on investment. "Theme Month" is becoming a trend, which is not only about consumption, but also a new interpretation of young people's lifestyle.
1. The rise of consumption in "Theme Month": young people use focus to break the fragmentation of life
March in Xiaolin is full of colors. She calls March her "Painting Month", and every day after work, she returns to her desk, pulls out her newly purchased brushes, paints and canvases, and begins to paint and sketch. This theme month means that she has a clear sense of direction every day, "Focusing on one thing makes me more grounded than doing everything." Xiao Lin explained. At the end of March, she found that her drawing skills had improved qualitatively, and even started a small side job - helping her friends design illustrations.
Another person, July in Yuxuan is a completely different landscape. He set himself a "Trekking Month", planned his route, bought new hiking shoes and backpacks, and embarked on a month-long weekend hike. Among the lofty mountains and mountains, it is accompanied by a dialogue between him and nature. "Working in a big city, it's easy to get stuck in a high-rise building. Trekking has allowed me to find a freer version of myself. ”
Their story is the epitome of the "Theme Life Month" that has emerged in recent years. Young people set a certain month's free time as "such and such a month", such as "movie month", "fitness month", "reading month", etc., with clear goals and full of planning. And this kind of theme month life is not only a habit formation, but also a new way of consumption.
Second, the details of consumption choices show their consumption outlook
The concept of "theme month" did not come out of nowhere. In their busy lives, young people gradually realize that in the face of massive fragments of information, time is like a canvas that has been cut into fragments, and it is difficult to piece together a clear picture. They crave a period of focus time to truly experience what they love. And this focus also provides new guidance for consumption - to buy, buy good, buy useful, buy equipment that allows you to enjoy this month's theme efficiently.
This trend has also been captured by the market. The data of leading sports brands such as Anta, Nike, and Adidas just confirms this. During the "Running Month", many young people chose to buy ANTA's high-performance running shoes and sportswear, which helped the brand's revenue reach RMB33.735 billion in the first half of the year, up 13.8% year-on-year. Nike's sales in Greater China have increased for seven consecutive quarters, among which "Fitness Month" or "Running Month" has become the peak consumption of sports equipment, which is the trend of "theme consumption" driven by young people.
3. The psychological motivation behind the consumption of the theme month
Why are young people keen on this lifestyle?
During the interviews, we reached out to several young people who participated in the theme month. They mentioned that fragmented information and life bring a sense of disorder for a long time. "Every month is like rushing to work, and all of a sudden it's the end of the month, and there's nothing in particular that I remember." Xiaolin said, "The existence of the theme month makes me feel that I have a clear focus and a goal every day. ”
"A clear time frame allows me to be more focused." Yuxuan explained, "You know that you are a 'hiker' for a certain period of time, and you will do relevant things, buy related things, and make yourself a better hiker. ”
This choice brings with it a sense of ritual. The theme month is not a simple plan, but a consumption with a certain sense of ritual. Before planning the "hiking month", Yuxuan will repeatedly research the equipment, choose the backpack, hiking shoes, and tent that fit you, and plan a detailed hiking route. For him, it's a commitment to himself, a manifestation of deep involvement. "I'm going to give myself a month to experience what it's like to hike, rather than rushing through it."
4. How can brands capture the consumption trend of young people's "theme month"?
In the face of the rise of this new consumerism, major brands have adjusted their strategies to conform to the consumption outlook of young people.
Brands such as Anta, Nike and Xtep have long seen this trend and launched a series of scenario-based products and marketing activities with the help of the concept of "Theme Life Month". Xtep focuses on running gear, and launched running shoes with high comfort and a sense of technology in the "Running Month". In the first half of the year, 361 degrees achieved a 19.2% revenue growth through innovative products, meeting the demand for "freshness" in the pursuit of unique experiences.
Li Ning played the card of national tide culture. In the trend of theme month, the "Guochao Sports Month" has also become a hot spot sought after by young people, and Li Ning's sportswear has quickly integrated into the lives of young people. In this trend, they are not just buying sports gear, but they feel a sense of identity and cultural resonance.
In addition, Adidas' digital transformation has also ushered in new opportunities. During the "Fitness Month" or "Basketball Month", adidas launched personalized fitness classes and matching sports equipment through the online platform, which young people can purchase directly through the mini program and participate in the brand's online activities to complete the "Theme Month" experience. In the first half of 2024, Adidas' revenue in Greater China increased by 8.5% year-on-year, and it is this attempt at innovation that has helped the brand occupy a place in the theme month trend.
5. Potential problems with consumption habits: refined consumption and psychological pressure
Although the "theme month" brings a sense of ritual and direction, it also exposes some young people to new consumption pressures.
"Sometimes I wonder if I need to buy the best gear to prove that I'm serious about it?" Yu Xuan said frankly. In the preparation stage of the trekking month, he spent a lot of money on new equipment, and sometimes it was inevitable that he would "overspend". "You want to be more focused, but sometimes, that focus becomes a stress."
With the gradual popularity of theme month consumption, many brands have attracted more and more young people to pursue exquisite consumption by playing the concept of "professional" and "well-equipped". The high price of sports equipment, course fees and even corresponding supporting services make many young people feel financially burdened. "If you set a 'fitness month' and don't buy good gym equipment, you will feel like you are not serious about it." Xiaolin said.
6. From Consumerism to Living: The Future of Theme Month
The core behind the life of the "theme month" is not consumption, but a more active attitude towards life. Rather than passively being bombarded with all kinds of information, the theme month advocates young people to be more proactive in organizing their time and energy, so that their lives can become more orderly and personal.
After Yu Xuan's hiking month, he realized that he would not become a professional hiker because of this, but he found more confidence and satisfaction in the experience. Xiaolin's painting month was not to become a painter overnight, but to discover her love for art and is willing to continue this hobby in the future.
Perhaps this is the deeper change brought about by the "Theme Life Month": it allows young people to redefine the meaning of consumption, no longer just to buy goods, but to complete the blueprint of life in their minds through consumption. Buying a painting tool is not the end in itself, but a way to explore and express yourself better with the help of this theme.
As this lifestyle expands, future "theme months" are likely to cover more topics beyond sports and hobbies. For example, environmental theme month, social theme month and even "explore the heart" theme month. These are no longer just extensions of consumer behavior, but are constantly trying new life possibilities and looking for more diversified self-expression.
Summary: Young people's new consumption proposition
In the context of the downward pressure of the economy and the acceleration of the pace of life, young people do not choose to passively accept, but take the initiative to create their own time and space in the way of "theme life month". This attitude to life not only allows them to find respite from their busyness, but also makes their consumption choices more clear and personalized.
As Yu Xuan said, "Hiking is only a small part of my life, but this month's experience has allowed me to see the part that I originally neglected." "In these young people, consumption is not only a commodity exchange, but also a process of self-identification and exploration. Behind this new consumerism is a rediscovery of a sense of control over one's own life, and a wonderful life at one's own pace in a fast-paced manner.