Theโ Rise of “No-Materials” andโ the Loneliness Economy in China
A new trendโค is โemerging in โChina, driven byโข a generation seeking connectionโข and creative expression. โฃDubbed “no-materials” (ๆ ๆ), thisโ practice involves the free exchange of small, frequently enough handmade, items – a phenomenon โคthat’s expanding beyond itsโ initial scope โขand revealing engaging insights into contemporaryโ consumer behaviour.
The practice began with enthusiasts attending events and freely giving away items like printed papers, โbadges, small folders, and character-themed cards.this wasn’t a reciprocalโ exchange in theโฃ customary sense; often, recipients receivedโข items โขunilaterally, evenโ being actively given things on their commuteโ home. Some participants, hesitant to offer โฃuncensored items directly, cleverly signal their willingness toโฃ exchange with pendants displaying phrasesโค like โ”Welcome โto exchange โฃfor uncensored itemsโฃ with me” or playfully asking, “Can the teacher give โme some โuncensored items out of nowhere?”
this seemingly unconventional gifting is supported by a surprisingly agileโฃ supply chain. Ru Ru,a college โstudent who designs and produces her own “no-materials,” utilizes the โWeChat applet “Rouzao” to quicklyโฃ and efficiently create customizedโข goods. Rouzaoโ functions similarlyโ to Taobao in the customization sector, offering a wide range of options across nine main categories – acrylic, badges, paper products,โ wood products, stickers, colored paper, grating, PVC, and textiles – with over 40 โsubcategories based โขon craftsmanship and โฃpresentation.
Consumers can tailor size, design details, โขand other specifications. While typicalโข delivery times range โfrom 10-15 days,Ru Ru โฃreports receiving custom badges in as little as three to four days.Unit prices vary; badges โฃcost between 2-5 yuan, while โtextiles like canvas bags and blankets are more expensive, ranging fromโ 20-50 yuan. the platformโ operatesโค on โthe principleโค of economiesโ of scale, with larger orders resulting in lower โคper-unit costs.
Rouzao โคalso โfosters a creative community, mirroring โthe functionality of Xiaohongshu, where users share designs, craftsmanship ideas,โ and design skills.
Beyond the exchange of physical items, a โrelated trend is gaining โtraction:โฃ a “lonelinessโข economy.” During theโ recent Nationalโ Day holiday, individuals sought companionship thru paid services, hiring โpeople to fulfill rolesโข like friends, lovers, or even โfamily โขmembers. This highlights a growingโ need โขfor connection inโ an increasingly โคdigital ageโ and represents โขaโ breaking down โof boundaries within previously niche subcultures.
Source: This article is reproduced from Yibrunโ Power (ID:โฃ iebrun) with authorization. Copyright remains with Yibrun Power.
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