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此文章来自2023奥马设计期刊3.0第4篇。

sustainability, personal care for body and mind, the wish to be able to enjoy one’s own time, the aspiration for more social interaction and personalised objects as a way to express status are some of the current trends among chinese consumers in the post- pandemic era.
后疫情时代的中国消费者呈现出一系列趋势。他们更加重视可持续性、个人身心护理、私人时光的享受和社交互动，并且将个性化物品视为表达身份的一种方式。

live- streaming
直播

booming in 2020 with the pandemic, this phenomenon seems destined to remain, at least for the time being, as a relevant feature in the digital landscape. driven by the online shopping event “singles day” by alibaba in a dedicated section, taobao live, and held every november 11, the trend has grown during the pandemic thanks to the rise of so-called kol (key opinion leaders, or influencers). the estimate is that in 2023 the livestreams will be able to move approximately 730 billion dollars of gross value in goods.
2020年新冠疫情爆发后，直播成为大势所趋，至少到目前为止，它仍是数字版图中的一个重要特征。每年11月11日（“光棍节”），阿里巴巴会在淘宝直播间举办“双十一”网购活动，由此掀起了直播风潮。而疫情期间所谓的kol（关键意见领袖或网红）的崛起，更是助推了直播行业的发展。据估计，2023年，通过直播卖出的商品总价值将达到约7300亿美元。

the ritual... of coffee
咖啡的仪式感

the desire to relax and enjoy one’s free time in a relaxed and comfortable atmosphere fostered the growing popularity of coffee. it is enjoyed and served in different forms depending on the age group: slow and refined in sophisticated and elegant boutiques by the x generation, while the american version, revised and redesigned in a glocal way, is appreciated by the younger generations.
由于人们渴望在轻松舒适的氛围中享受闲适时光，咖啡变得越来越受欢迎。各年龄段人群享用咖啡的方式不尽相同：x世代往往在精致典雅的咖啡厅中，慢条斯理地品尝咖啡；而年轻一代则偏爱经过本土化改良的美式咖啡。

there is a world elsewhere
远处的世界

the reopening of borders marked the resumption of international travel, tough its purpose has now changed: people travel not only to visit different cities and places of interest, but mostly to live new experiences, in particular communing with nature. travel modes have evolved, too, and less time is dedicated to long term planning in favour of last minute organisation, without a precise itinerary in mind and in the company of friends.
随着出入境限制的取消，境外游再度复苏，但其目的已然变化：人们旅行不再是单纯为了游览不同城市和名胜古迹，更是为了获得新的体验，尤其是与大自然的接触。旅行方式同样也发生了变化，人们不再投入大量时间做长期规划，而更倾向于在朋友的陪伴下来一场没有明确行程、说走就走的旅行。

no greenwashing thanks, only real deal green
拒绝“喊口号”，力求将环保落到实处

the growing focus on sustainability and personal care, physical and mental, led to the strong rejection of any deceptive practice or strategy that might ultimately harm the environment or simply does not ensure maximum transparency. the utmost attention is paid to safe products made with natural ingredients. in particular, organic and sustainable ingredients are crucial in personal care products.
随着人们日益重视可持续性和个人身心护理，一切可能最终损害环境或不够透明的的欺骗性做法或策略均受到了强烈抵制。人们高度关注所使用的是否为成分天然的安全产品。对于个人护理产品而言，有机且可持续的成分尤为重要。

focus on health and wellbeing
关注身心健康

the pandemic made people more aware of the value of health. this increased awareness translated into a greater propensity to purchase healthcare products and services. there is a notable increase in the demand for health insurance policies, medical services and wellbeing products, from sports equipmen to nutraceuticals reinforcing one’s immune system.
新冠疫情使人们更加意识到健康的重要性，这种意识进而转化为对保健产品和服务的强烈购买意愿。对健康保险、医疗服务和保健产品（从运动器材到强化免疫系统的补剂）的需求明显增加。

bespoke furniture
定制家具

functional needs and optimisation of spaces, but above all the evolution of the concept of home, increasingly intended as a means to express one’s personality, ensure that there is a growing demand for custom, made-to-measure furniture items.
人们越来越青睐定制家具，这不仅出于功能需求和空间优化的目的——由于“家”的概念发生了演变，家正逐渐成为人们表达个性的方式。

a fascination for adventure and outdoor living
热衷探险和户外活动

the increasing attention for health and wellbeing and the desire for social interaction after the period of isolation due to the prolonged lockdown made for a sudden collective passion for sports and outdoor activities. the winter olympics in beijing and the popularity of team china skier and free ski big air gold medalist eileen gu contributed to glamourise the sport, which joined other outdoor activities such a trekking and camping, including its luxury version “glamping”, practised all year round, as part of china’s new recreation favourites.
在经历了疫情长期封锁后，人们更关注身心健康，也更渴望社交互动，因此突然对体育运动和户外活动产生了共同的热情。北京冬奥会期间，中国滑雪队队员、自由式滑雪大跳台金牌得主谷爱凌的走红，使人们领略到了这项运动的魅力。于是，滑雪成为了最受中国人青睐的新晋娱乐活动之一，与徒步、露营（包括四季适宜的“豪华露营”）等户外活动齐肩。

i love national brands
支持国货

consumers’ preference for local brands is still strong and continue to be perceived as better and more technologically innovative than foreign brands.
消费者对本土品牌的偏好依然强烈，他们仍旧认为本土品牌比外国品牌更好、更具技术创新性。

inspired by nature
从自然汲取灵感

furniture materials, colours and shapes are inspired by the natural world, in the name of sustainability and environment protection, but above all for their ability to convey a relaxed atmosphere. a trend that merges with the 蘑菇状装饰 (mógū zhuàngazhuāngshì) fad, literally ‘furniture shaped/ inspired by mushrooms’ because it is believed that the colours and shapes of mushrooms, declined in the upholstering, lighting and ornaments, have a great soothing effect.
从自然世界汲取家具材料、颜色和形状的灵感，不仅能体现可持续和环保的理念，更能传达轻松感。蘑菇状装饰风潮与该理念不谋而合。蘑菇状装饰是指形状或灵感来源于蘑菇的家具，据说将蘑菇的颜色和形状应用于室内装潢、照明和饰品，能够带来良好的舒缓效果。

make way for the new, virtual web-celebs!
新兴虚拟网红崛起

it is estimated that in 2025 they will generate a turnover of 6.7 billion dollars compared to 870 million in 2021. they are the virtual influencers, the new celebrities entirely generated by artificial intelligence. they can autonomously live- stream, parade on the catwalk and pose next to products, especially in the fashion world. their fan base is not as large as that of human influencers yet, but the popularity of these avatars is growing day by day.
据估计，2025年，虚拟网红将创造67亿美元的成交额，而这一数字在2021年仅为8.7亿。虚拟网红是完全由人工智能生成的新名人。他们可以自主直播、在t台上走秀或在产品旁边摆姿势，尤其多见于时尚界。他们的粉丝基础还没有真人网红那么大，但其受欢迎程度正与日俱增。

let’s consume, sustainably
可持续消费

the issue of environmental sustainability is gaining growing attention and has a direct impact on consumption, in particular for younger generations, who are sensitive to the theme due to increased access to national education and sustainability- related content proposed by online kol (key opinion leaders).
环境的可持续性日益受到关注，并直接影响着消费，尤其是对年轻一代而言——他们的受教育程度普遍更高，也有更多机会接触网络kol提出的与可持续性相关的内容，因而对这一话题十分敏感。

eclecticism vs minimalist luxury
折衷主义与简约奢华

an apparent paradox stands at the heart of chinese homes: their peculiar eclectic style, in which eastern and western elements, the ancient and the modern, blend together in the name of extreme customisation against the refined, minimalist backdrop of neutral and natural colours.
中式家居体现出极强的折衷主义风格，拥有一种矛盾之感：在中性和自然色彩的精致简约背景下，东方和西方、古代和现代元素以高度定制化的方式融合在一起。

the metaverse, chinese edition
中国版元宇宙

this year’s major investments in artificial intelligence (ai), virtual reality (vr), augmented reality (ar), and 6g technologies could set china as the metaverse’s main hub. this is facilitated by consumers’ particular interest in gaming
今年，中国大力投资人工智能（ai）、虚拟现实（vr）、增强现实（ar）和6g技术，有望成为元宇宙的主要中心。这受到消费者对游戏的强烈兴趣的推动。

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