Aigu RI&G: China's third-generation casual wear leader

Entering the 21st century, the new era has come to an all-round end. New ideas have brought about changes in the society. The new way of life has followed and penetrated into all areas of society, economy and culture. What is this era? What kind of new lifestyle will be born?

Subversion of tradition

The advancement of science and technology has made it possible for many things that could only be imagined but could not be achieved. When the Internet has begun to affect our lives in a universal way, it has brought about an explosion of information and growth, and it has become very easy for people to obtain information and communicate with each Other. The advancement of transportation has accelerated the exchange and interaction of lifestyles in different regions. Cultural progress has led to the transformation of people’s ideas and habits, which has led to the deconstruction of politics. Full democracy has become possible. Diversified societies have gradually formed and humanity has evolved. Therefore, it has been greatly liberated, and thus, especially in the generations of young people after 80 and 90, the self-awareness was fully awakened. Therefore, it can be said that this is an era of human emancipation and full awareness of self-consciousness. In this era, happiness has become the first need of life, and a new way of life has emerged, such as the rapid flow of undercurrents. The wave of new life rising from the ground has already begun to immerse all in society and is directly reflected in the 80s and 90s. The characteristics and behaviors of young people in their generation are: young, healthy, cutting-edge, stylish, full of passion, they like to play cool, rebellious, unrestrained, go their own way, pursue happiness, abandon the sense of history and responsibility, and more often willing to Immerse yourself in the virtual world of your network, look for real experience and emotional support, be good at expressing yourself in life and work, vent yourself, and be good at releasing yourself and relieving pressure... Sometimes you can't help but be arrogant, but imaginative and Superb execution, playing with street culture such as music, graffiti, hip-hop, racing, travel, and vertical walking, is deeply embedded in their personal life experiences and becomes an important part of life and lifestyle. . "Relief pressure" and "enjoying nature" have become the main structures of the new consumer demand of urban young people.

The new lifestyle, however, also has several characteristics of this era: convenience, comfort, fashion, enjoyment, health, ecology, humanity, and exquisiteness. People cherish the time flies in the bustle and feel even more turbulent and busy. He calmly believes that the aesthetic trend of change represents the progress of society, and he even knows that life is not only about giving and giving. It is clearer that only health is truly his own wealth, and he knows how to fulfill his social responsibilities as a human being. The importance of its own existence, but also more understanding of the details in place is the guarantee of quality and taste.

Therefore, it can be said that with the progress of the times, "new life style" has become an important driving force for economic development, industrial transformation, and product innovation. People's desire and pursuit of "new life style" is bringing about the renewal of various goods and services. With revival, people always feel the evolution of society and the progress of products and services from the changes in lifestyle. Some experts therefore believe that lifestyle has a magical power that is linking seemingly unconnected commercial islands and creating a new commercial space for a new life style.