中国亚文化生活形态研究 China Sub Culture Lifestyle Study
YANG DESIGN X 《城市画报》中国亚文化生活形态研究 YANG DESIGN X CityZine China Sub Culture Lifestyle Study 《城市画报》联合YANG DESIGN设计策略研究所展开对于过往14年中国亚文化群的生活形态研究。我们的社会将越来越关注小众和个人化的趋势，我们总结了中国亚文 化群体的特征和走势，我们好奇他们现在的生活状态是继续还是回归了主流，我们想要明白亚文化对于主流文化、商业、品牌等等又是以什么意义而存在。项目成果包括在 上海K11举行的一个公开展览，一场专题论坛，一段视频，一份全国发行量为30万的研究报告。 This is a YANG DESIGN partnership project with CITYZINE for a lifestyle research of China’s sub-culture in the past 14 years. Our society will become more and more focused on sub-cultural group and personalization. In this research, we combined the specialty and trends of the China’s sub-culture, wondering if their life condition will continue as is, or go back to the main stream. We wanted to understand the meaning of sub-culture’s existence for main stream, businesses, and brands. The result of this research was exhibited at the K11 Art Center in Shanghai with a public exhibition, a forum, a video, and a research report that was published nation-wide with 300,000 copies.
什么是 亚文化
亚文化 sub-culture
What's sub-culture?
定义：从母文化中衍生出的新兴、小众文 化，面对事物的思想、态度、习惯与生活 形态。与主流文化相对。 Definition: Emerging and minority culture ,derive from mother culture. It includes thinking, attitudes , habits and lifestyle in opposition to mainstream culture.
新兴的
小众的
Emerging
Minority
潮流的创造者 Trend Creator
演变成主流文化， 或逐渐消亡
族群数量越来 越多
Evolve into mainstream culture, or die out
An increasing number of cluster groups
网络因素
外国文化影响
Network factor
Foreign Culture Influence
现代亚文化特征 Modern sub-culture features
暂时性
片段性 Fragment
流动性 Mobile
Provisional
空间性
脉络性
Extensive
Consequent
多元的
交叉的
Diverse
Overlap
什么是 生活形态
生活形态
What’s lifestyle?
Lifestyle
定义：一个人通过活动、兴趣和观点所表达出来的整体生活形态。如何分配时间和金钱等资源的模式。 Definition: one person show his overall lifestyle through his activities, interest and attitudes. The mode of how to distribute time, money and other resources.
兴趣 活动 Activity
指一种具 体明显的 行为 an obvious behavior
Interest
指人们对于某 些事物或主体 产生的兴奋程 度，能够引发 特殊且持续性 的注意 People's excitements arise toward items or objects, and cause particular and continual attentions.
观点 Opinion
指个人对外界环 境的刺激所产生 的疑问，以及所 给予的口头上或 文字上的回应
分配时间和金钱 等资源的模式
强烈的族群身 份认同
The mode of distributing time, money and other resource.
Strong cluster group identity
族群标签
Questions come from stimulations of external environment, people give oral or literal reply.
感性消费
Strong cluster group label
Emotional consumption
标杆/ 偶像崇拜 亚文化副产品 Byproduct of Sub-culture
Benchmar k/ Idol worship
宣言/规则 Declaration/ Regulation
亚文化 发展演变史 Subculture Timeline Influenced by Foreign Culture Influenced by Internet
Environmentalist
Ease Life
City Panic
Artisan
Attitude
Lohas
Idyllic Life
City Nomad Living
Expansion Development Steady Development Reducing Development Have Disappeared
Yuppie Urban Escaper
Urban Countryman
Flea Market
Career Neo Handicraft
Cartoon Fan
Art Park
Box Store
Geek
Independent Coffee
Bourgeois
Consumption
Mori Girls Nostalgist
Chinese Goods
Materialism
Levitate
Fashion Bloggers Super Mobile Phone Fan Idolater
WIFI holic
Internet Radio DJ
Healing Music Flash Maker
Belly Dancer
Entertainment
Talent Show Jazz Campus Folk
Divine Tune
Beat Dancer
Indie Musician
Kuso Cycling Polarist
Racer
Shooter Fixed Gear
Doll Raiser
Social
The Lost Lady Sharer City Wander
Travel
Maker
New Poorer
Communication
Gear
City Farmer
Dry Matter Female Half Mature Generation
Backpackers 1kg more
On the Road
Couchsurfing
Global Nomad
颠覆进程 Subversion
亚文化与 主流文化 的关系
先锋人物变为文化标杆 日常物品变为亚文化副产品 Everyday objects become subcultural icons
Subculture & Mainstream Relationship
主流文化
Main stream culture
主流媒体 MASS MEDIA
商业化进程 Commercialization 亚文化副产品变为大量生产 Sub cultural icons become mass- produced products 来源：《亚文化:风格的意义》 Source： 《 subculture: the meaning of style 》
亚文化 Subculture
亚文化与 主流文化的关系 昵称瓶 Subculture & Mainstream Relationship Nickname Bottle
亚文化与 主流文化的关系 无印良品 Subculture & Mainstream Relationship Muji
亚文化的 交叉特性 Subculture Overlap Features
Vintage Ride
亚文化的 传播路径 Subculture Diffusion Routes
Previous routes
Europe
Mainland China Japan&Korea
America
HongKong&Taiwan
Current routes
Previous routes Current routes YANG DESIGN Prediction
亚文化的偶 像崇拜-恶搞 Icon worship in subculture Kuso
Stephen Chow, Hong Kong
亚文化的 副产品-屌丝 Byproduct of Sub-culture Loser
Lost in Thailand, 1.2 billion box office
Maker, 2012 - 2015
亚文化的 影响力 模型 Subculture influence models
Single-center Multi-center
Off-center, Network
亚文化的去 中心化-弹幕 Subculture influence models barrage
弹幕（barrage，dàn mù），是指大量吐槽评论从屏幕飘过时效果看上去像是飞行射击游戏里的弹幕，已经成为了一种特殊播放器的特色， 可以给观众一种“实时互动”的错觉。在最受欢迎的弹屏网站bilibili，排序第一的视频、漫画《王尼玛直男癌调查：穷病之下》拥有72万 的播放量。
Barrage(Pop up screen), bilibili, 700 thousand view
亚文化的 去中心化 Subculture influence models
中国亚文化 特征总结 Chinese Subculture Conclusions
影响因素 Influencing Factors 1.亚文化大多是外国引入的，本土原创较少。 2.亚文化主要受到媒体等影响，特别是网络因素。 3.中国亚文化的影响力模型从中心辐射型转变为 多中心和去中心化结构。 1. Most subculture are foreign imported other than originally Chinese. 2. Subculture is mainly influenced by the media, especially the online network. 3. China’s subculture influence model is changing from radiation center to multi-center and off-center type.
中国亚文化 特征总结 Chinese Subculture Conclusions
特性 Features 1.亚文化族群追求精神性、个人性。 2.亚文化族群中存在偶像崇拜和感性消费。 3.亚文化族群的工作方式朝着强调对内专注与 对外互助的双向性的方向发展。 4.亚文化族群的消费观在追求“物质”和 “精神”中呈波浪形曲线发展。 1.Most subculture groups pursue spiritual and individual tendency. 2.Icon worship and emotional consumption exist in subculture group 3. Subculture group’s work modes develop toward emphasizing internal concentration and external mutual aids as well. 4. Consumption conception from subculture group develop in the process of pursuing Substance and spirit.
中国亚文化 特征总结 Chinese Subculture Conclusions
趋势 Trends 1.亚文化演变成主流文化，或逐渐消亡； 亚文化人群是潮流创造者。 2.亚文化族群数量越来越多。 3. 现在的亚们在多个亚文化群中流动， 生活形态和族群产生交叉。 1.Subsulture may evolve into the mainstream culture or die away; The subculture people are trend setters 2. The number of subculture groups is increasing. 3. Lifestyle and groups are overlapping because people are may live among different subcultures.
YANG DESIGN 通用小型车趋势及车主生活形态研究，2013年 General Motor Compact Car Trend & Driver Lifestyle Study, 2013
YANG DESIGN通用小型车趋势及车主生活形态研究，2013年 General Motor Compact Car Trend & Driver Lifestyle Study, 2013 在用户参与工作坊中，综合运用了拼贴、自我生活描绘等方法，增加用户的参与度，充分了解用户的生活形态、购买决策和体验 In the co-creation user workshop, we make use of collage, mapping as stimulus, so as to increase user participation, and understand better the use lifestyle, purchase decision and experience.
YANG DESIGN通用小型车趋势及车主生活形态研究，2013年 General Motor Compact Car Trend & Driver Lifestyle Study, 2013
Marketing deputy head of foreign invested company
Key objects
Passenger & storage requirement
A day in a life
YANG DESIGN个人家电趋势及生活形态研究，2015年 Personal Appliance Trend & Driver Lifestyle Study, 2015
Otaku
YANG
DESIGN
策略总监
黄晓靖
Xiaojing Huang, strategy director of YANG DESIGN www.yang-design.com
@YANGDESIGN官方微博