《日经设计》专题：中国年轻世代的审美转变

中国已成为大部分日本知名品牌争夺的主要市场。最近，《日经设计》— 日经社旗下拥有二十多年历史、10万发行量的设计杂志，邀请前瞻设计策略顾问YANG DESIGN撰写中国专题。在文章中，YANG DESIGN策略总监黄晓靖结合案例讲述了中国年轻世代的审美转变。

中国人的价值观和设计偏好随着时间的推移,以及世代的更迭而迅速发展。中国年轻一代指的是那些出生在经济繁荣之后的8090后，在中国大约有23.4亿80后和19.9亿90后。他们的父母出生在30或40年代后期，已经经历过智能手机和品牌消费的教育。8090后以及其父母所构成的市场容量可以说是无限的。

年轻一代热衷于线上社交网络、志愿服务以及环境举措。在个体之间进行信息共享，社交网络是很重要的工具。此外, YANG DESIGN的研究员在入户考察中发现，年轻人对父辈“红木家具会保值”、“家具可以传承”等的传统消费观念基本不买单——喝着咖啡，穿着球鞋，捧着iPad，看着美剧，宅在家里……年轻一代不会为了长远的投资而牺牲当下的舒适和美观。

年轻一代喜欢的产品在设计方式上更轻盈、敏感和伶俐。代表这种偏好的关键词为小清新。在YANG DESIGN用户研究实验室联手中国年轻人杂志《城市画报》推出的《中国青少年亚文化生活形态研究报告》中，前主编刘琼雄曾经描述小清新为：蠢蠢欲动、有一些小理想，对物质和生活有要求，哪怕是买矿泉水都希望自己买的能跟别人不同，渴望寻找同类，有好奇心。非常有趣的是,这个用户群组会否认和刻意回避被称为小清新。

在中国很多小清新设计师，无论是家具还是时尚都会受到无印良品和宜家的影响。例如上海的多少、杭州的品物以及广州的例外。在室内装饰设计中,现代简约、北欧和日本风格呈现增长趋势。Triple-Major, 一家位于上海、北京和成都的设计买手店，通过药、墨、凉茶、熊猫等主题打造了让人意想不到的室内装饰和时尚服饰。

在2014米兰设计周，一件被称为CATable的家具引起了媒体和网民的关注。它代表了许多90后御宅族的理想世界—天天在家和宠物呆在一起。

我们认为Emoi是一个国产的小清新品牌，融合了Muji和Lexon的风格，商品中有不少现代茶具、配件和家用电器。色彩上采用绿色和白色的组合,容易搭配但不是极简,给人一种自然而且俊俏的印象。

最近发布的宾得K-01 SR是例子之一，造型简洁而复古，色彩清新，材质给人一种质量感。

铁三角的ATH-ON3耳机在造型上采用了清晰的折线，也很符合小清新的美学标准。

通过媒体传播和品牌教育,生活在城市的年轻人已越来越多地接触到全球的趋势。本土观点对任何设计策略的制定都是至关重要的,但也许在不久的将来,中国年轻世代的设计趋势会与发达国家同步。因此最重要的是,我们永远在前瞻下一波的设计趋势。

原文刊登于《日经设计》
Aesthetic Preference Shift of the Chinese Young Generation

China has been the battle field for major Japanese brands. Recently, Xiaojing Huang, strategic director of YANG DESIGN, talks about the shift of aesthetic preference of the Chinese young generation for Nikkei Design magazine.

Chinese values and design preference evolve with time, and much more rapidly between generations.  The young generation in China refers to those born in the 80s and 90s, after the economic boom. Their parents are in 30s and late-40s, already familiar with smart phones and brand consumptions. With such parents, there are about 2.34 billion Post 80s and 1.99 billion Post 90s in China. The market size for them and their parents is limitless.

For the young generation, brand consumption is rather negative, with higher awareness for online social activities, volunteering, and environmental initiatives. Online community is also important for them, which functions as a basis for information sharing between individuals. Additionally, their preference for products has shifted towards lightness, sensitivity, and intelligence in design approach.

One of the keywords that represents this behavior is Indie Pop (Xiao Qingxin, directly translated as Little Fresh).
The chief editor of Chinese youth magazine CITYZINE once described Indie Pop as people who are a little bit curious, a little bit idealistic and pursue for life quality, always looking for a different option for brand or product alike. Very interesting is that this cluster group will denied and avoid being called as Indie Pop.

A lot of Indie Pop designers in China, whether in furniture or fashion, are influenced by the brands MUJI and IKEA, for example MoreLess from Shanghai, Piwu in Hangzhou, and Exception from Guangzhou.  In interior decoration design, it results in an increasing preference of Modern Simple, Scandinavian and Japanese style. Triple-Major, a design buyer store in Shanghai, Beijing and Chengdu, targets Indie Pop in terms of unexpected store interior decoration and fashion products.

In 2014 Milan Design Week, a furniture piece called CATable by architect Ruan Hao has called the attention of media and online netizens. It represents the ideal world for many Post 90s who prefer to be OTAKU(cocooning) and show obsession with their pet at home.

Emoi, an Indie Pop brand in China who combined the style of Muji and Lexon, have a large collection of modern tea ware, accessories and home appliance. The green and white color combination, together with simple but not minimal form, creats a natural yet handsome impression.

Recently released Pentax’s K-01 SR is an example, with fresh color impression, simple and retro form.  Material’s high quality is also extremely important.

The ATH-ON3 earphone by Audio-Technica shows simple and clear line.
Thanks to media and brand education, those living in the cities are ever more exposed to the global trends. Local perspectives are vital for any design initiatives, but perhaps there will be a day in the near future, when their design trend matches with those from the developed countries.  It is vital that we keep an eye on where the next generation’s  preference is headed.

Original article: Nikkei Design
Photo credit: emoi, RUAN Hao, Triple Major，Pentax, Audio-Technica