/PRCWT/Shanghai, December 08, 2023 - The post-90s and post-00s are gradually becoming the backbone of our society, and their mood reflects the evolution and changes of The Times to a large extent. Some people are relentless in what they are passionate about; Some people stay away from the noise of the outside world and return to the heart; There are those who swim upstream, insisting on their own values in the midst of the noise... They can easily navigate the ocean of information, can keenly capture social trends and diverse cultures, and are more willing to accept different cultures, beliefs and viewpoints. There are many interesting concepts and unique behavioral characteristics in the hearts of contemporary young people.
What are the forces that shape and sculpt these people? With the power of youth, what are they after?
As the new force of the future consumer market, understanding them is to understand the market. To this end, ANNWA opened the "Brand Youth Power Plan" in 2022 to continuously explore the underlying logic of contemporary youth's life needs, analyze their shaping of their own personality, life attitude and value choice, and constantly break the traditional boundaries from the brand concept, product design and activity creativity, self-innovation, and youth power resonance. Meet young people's freedom yearning for quality life.
Youth is not an age, it is a state
The youth of today can never be bound by numerical labels such as age. The reason is the material abundance and assured confidence brought about by the background of growth.
They grew up in the period of China's rapid economic growth, and the narratives of "prosperity" and "growth" represented by The Times such as high-quality urbanization, popularization of higher education, and popularization of the Internet accompanied their childhood and youth until the present, rich and satisfied at all times, so that they have strong self-confidence and self.
At the same time, the abundant material basis has created conditions for them to pursue self and individuality on the basis of food and clothing, and "I" and "personality" as the origin of the spiritual coordinates of this generation have been enlarged and extended unprecedentedly.
Today's young people are not only a generation that "lives for themselves", but also a generation that understands and knows the world from individual experience.
For example, the two protagonists in the film, ocean conservation ambassador Yang Yuwen (Sesame), because of her love for Marine conservation work for a long time, and because of her infinite enthusiasm for the sea, she always has a firm attitude to continue to explore and deliver beauty; "This is Street dance" the third season of students Qiu Yu, participated in many competitions, but also won a lot of champions, because love makes him more focused on self and the present, enjoy the honor and enjoy the state of dancing.
Freedom is subjective, it depends on your choices
In the process of globalization, the contemporary youth are surrounded by the increasingly popular "elite and counterattack", which is always haunted by the pressure and anxiety, like an invisible bondage. But young hearts lead them to seek the freedom that belongs to everyone, which is the right of youth.
Some people choose those deliberately cater to the emotions, such as complaints, anger, in the flow of revelry and cool text choose to find an outlet for pressure; Others choose tenacity, focus, and strive to find the energy of freedom in love.
You know, life is not able to seek outside after all, life is like a sea of winds and waves, hope that the sea is calm, destined to be absurd.
As ANNWA's attitude film will reveal: born young should have the courage to reach the dream without fear of the road; When you are young, you must persist in your enthusiasm until you break through yourself.
"Young, can give you the courage to fear the road.
Crossing oceans, exploring the unknown
But freedom is not where have you ever been
It's that you always have the ability to arrive."
"Youth may be the limit of biology
Keeps you at your best
But freedom is when you break the limits of the present moment
You can still carry on with enthusiasm."
Deeply insight into the lifestyle and consumer needs of contemporary youth, ANNWA bathroom has always been settling and refreshing, breaking the traditional boundaries, the courage to innovate and explore, with intelligent technology, fashion design, humanized function and quality service, to create a comfortable space for young people - home, bathroom, and more than bathroom. In the "here" aftertaste of life, insist on love, find freedom.
