The Rise of “No-Materials” and the Loneliness Economy in China
A new trend is emerging in China, driven by a generation seeking connection and creative expression. Dubbed “no-materials” (无料), this practice involves the free exchange of small, frequently enough handmade, items – a phenomenon that’s expanding beyond its initial scope and revealing engaging insights into contemporary consumer behaviour.
The practice began with enthusiasts attending events and freely giving away items like printed papers, badges, small folders, and character-themed cards.this wasn’t a reciprocal exchange in the customary sense; often, recipients received items unilaterally, even being actively given things on their commute home. Some participants, hesitant to offer uncensored items directly, cleverly signal their willingness to exchange with pendants displaying phrases like ”Welcome to exchange for uncensored items with me” or playfully asking, “Can the teacher give me some uncensored items out of nowhere?”
this seemingly unconventional gifting is supported by a surprisingly agile supply chain. Ru Ru,a college student who designs and produces her own “no-materials,” utilizes the WeChat applet “Rouzao” to quickly and efficiently create customized goods. Rouzao functions similarly to Taobao in the customization sector, offering a wide range of options across nine main categories – acrylic, badges, paper products, wood products, stickers, colored paper, grating, PVC, and textiles – with over 40 subcategories based on craftsmanship and presentation.
Consumers can tailor size, design details, and other specifications. While typical delivery times range from 10-15 days,Ru Ru reports receiving custom badges in as little as three to four days.Unit prices vary; badges cost between 2-5 yuan, while textiles like canvas bags and blankets are more expensive, ranging from 20-50 yuan. the platform operates on the principle of economies of scale, with larger orders resulting in lower per-unit costs.
Rouzao also fosters a creative community, mirroring the functionality of Xiaohongshu, where users share designs, craftsmanship ideas, and design skills.
Beyond the exchange of physical items, a related trend is gaining traction: a “loneliness economy.” During the recent National Day holiday, individuals sought companionship thru paid services, hiring people to fulfill roles like friends, lovers, or even family members. This highlights a growing need for connection in an increasingly digital age and represents a breaking down of boundaries within previously niche subcultures.
Source: This article is reproduced from Yibrun Power (ID: iebrun) with authorization. Copyright remains with Yibrun Power.
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