Yang design user study lab china subculture lifestyle study semiofest

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

What's sub-culture?

亚文化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.

现代亚文化特征Modern sub-culture features

暂时性Provisional

空间性Extensive

脉络性Consequent

多元的Diverse

交叉的Overlap

片段性Fragment

流动性Mobile

新兴的Emerging

小众的Minority

潮流的创造者Trend Creator

演变成主流文化，或逐渐消亡Evolve into

mainstream

culture, or die out

族群数量越来越多An increasing

number of

cluster groups

网络因素Network

factor

外国文化影响Foreign Culture

Influence

什么是生活形态

What’s lifestyle?生活形态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.

活动Activity

指一种具体明显的行为an

obvious

behavior

兴趣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Questions come

from stimulations

of external

environment,

people give oral or

literal reply.

分配时间和金钱等资源的模式The mode of

distributing time,

money and other

resource.

强烈的族群身份认同

Strong cluster

group identity

感性消费Emotional

consumption

族群标签Strong cluster

group label

标杆/偶像崇拜Benchmar

k/ Idol

worship

宣言/规则Declaration/

Regulation亚文化副产品Byproduct of Sub-culture

Attitude

Living

Career

Consum-ption

Communi-cation

Entertain-ment

Gear

Social

Travel

Lohas

Geek

Art Park

Bourgeois

WIFI holic

Fashion Bloggers

Mori GirlsMaker

Belly Dancer

Internet Radio DJ

Levitate

SharerDry Matter Female

The Lost Lady

Indie Musician

Backpackers

Yuppie

Campus Folk

Idolater

Influenced by Foreign CultureInfluenced by Internet

Expansion DevelopmentSteady DevelopmentReducing DevelopmentHave Disappeared

Shooter

Couchsurfing1kg more

Divine TuneTalent Show

City Farmer

Ease Life

Idyllic Life

City Panic

City Wander

Global NomadOn the Road

Racer Doll Raiser

Super Mobile Phone Fan

City Nomad

Environmentalist

Urban Escaper

Neo Handicraft

Materialism

Cartoon Fan

Flea Market

Jazz

Urban Countryman

Independent Coffee

Artisan

Fixed Gear

Nostalgist

Flash Maker

Beat Dancer

New Poorer

Chinese Goods

Subculture

Timeline

亚文化发展演变史

Box Store

Healing Music

Polarist

Kuso

Cycling

Half Mature Generation

来源：《亚文化:风格的意义》Source：《 subculture: the meaning of style 》

亚文化与主流文化的关系

Subculture & Mainstream Relationship

颠覆进程Subversion

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

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

亚文化Subculture

主流文化Main

stream

culture

主流媒体MASS MEDIA


昵称瓶Subculture & Mainstream Relationship

Nickname Bottle


无印良品Subculture & Mainstream Relationship

Muji

亚文化的交叉特性Subculture

Overlap Features

Vintage Ride

America

Europe Mainland China

Japan&Korea

Current routes

HongKong&Taiwan

Previous routes

亚文化的传播路径

Subculture

Diffusion 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 modelsbarrage

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 SubcultureConclusions 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 foreignimported other than originally Chinese.

2. Subculture is mainly influenced by the media, especially the online network.

3. China’s subculture influence modelis changing from radiation center to multi-center and off-center type.

影响因素Influencing Factors


Chinese SubcultureConclusions

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 concentrationand external mutual aids as well.

4. Consumption conception from subculture

group develop in the process of pursuing Substance and spirit.

特性 Features


Chinese SubcultureConclusions

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 overlappingbecause people are may live among different subcultures.

趋势 Trends

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

A day in a life

Passenger & storage

requirement

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

Y A N G D E S I G N 策略总监黄晓靖

Xiaojing Huang, strategy director of YANG DESIGN

www.yang-design.com @YANGDESIGN官方微博

Yang design user study lab china subculture lifestyle study semiofest

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