While businesses are still trying to figure out the post-80s generation, the post-90s generation, a massive group of about 140 million people, is becoming a major consumer force. The next decade will undoubtedly belong to them. It can be said that whoever captures the post-90s generation will seize the market high ground. Defining the post-90s generation with a single label is difficult. They have always defied authority and possess their own realistic assertions. They can experience new lifestyles in the virtual world of the internet while daring to challenge cutting-edge consumer trends. To understand the post-90s, one must interpret them from two aspects. On one hand, compared to other generations, their individuality is more prominent and vivid; on the other hand, from an individual perspective, their personalities are diverse and differentiated, showcasing the tension of different personalities within their group. In fact, having personality is the biggest characteristic of the post-90s. The post-90s generation can be described as digital natives, having been exposed to the internet since birth and generally developing a psychological dependence on it. At the same time, as they grow older, they become more adept at using the internet as a tool. Some vividly describe the post-90s as living a "connected" life, being online anytime and anywhere, with their lives highly dependent on the internet. For the post-90s, the internet is far more than just a tool; it is a way of life (and understanding the world). Today, the post-90s are also a key demographic for mobile internet. The personality traits of the post-90s are inseparable from the era and family environment in which they grew up. Since 1990, with China's rapid economic development, the post-90s were born. In the broader social context, their formative years lacked the hardships of the post-60s or the ideological turmoil and confusion of the post-70s. Their parents are mostly from the post-60s generation and a few from the post-70s, who are now the pillars of Chinese society, with greater wealth-creating ability than previous generations. The post-90s grew up without worries about food and clothing, which has shaped their values, distinctly different from those of the post-70s and post-80s. The outside world's misjudgment of them as "immature" is something they strongly resent. In fact, they can discern the complexities of the world at an early age, with mature and calm attitudes, and are more open and accepting of new things. The post-90s have a distinct sense of self. They insist on their own ways and do not easily compromise on things they believe in. In daily consumption, "I" is the primary consideration: I want it, I like it, it suits me. They emphasize the importance of self-worth in consumption and also use consumption to satisfy self-development. However, few of them engage in impulsive purchases; in most consumption situations, they behave quite rationally, unlike the post-70s and post-80s. Although the post-90s are more self-focused, they respect individual personality and freedom, showing greater tolerance for different ideas and behaviors. Compared to previous generations, the post-90s are innovative, curious about new things, and capable of innovation. The post-90s have been international from the start, with a broader perspective. Compared to the post-80s, they are slightly better at absorbing information, perceiving society, understanding the world, and breaking free from traditional constraints. They also excel at leveraging modern technology and information to gain advantages over the post-70s and post-80s. With their broad vision and high acceptance of new things, the post-90s are capable of forming their own opinions and definitely have a say in family purchasing decisions. In 1995, when the Chinese public first felt the wave of the internet, while their parents were still gaining knowledge and information through traditional channels like books, the post-90s were already "holding the mouse" to seek opportunities to communicate with the world. The rise of the post-90s group represents the comprehensive "takeover" of society by the true internet generation. They are heavy internet users, aptly called the "fingertip generation." In their view, without the internet, life is not life. If someone lacks QQ, Weibo, or WeChat, they are ridiculed as "internet illiterate" or "blockhead." Today's marketers, if you want to impress the post-90s, you need to deeply understand them and gain insight into their latent psychological needs. Marketing should start from their values, emotional needs, consumption concepts, and preferences for brands and products, and develop comprehensive communication mechanisms and marketing strategies, rather than simply assuming they are trendy, cool, and fashionable and rashly catering to them. Otherwise, failure is inevitable. In 2010, the well-known domestic sports brand Li-Ning launched its striking brand transformation: "90后李宁" (Post-90s Li-Ning). From Li-Ning's strategic intent, from its founding in 1990 to 2010, it was exactly 20 years, and using "Post-90s Li-Ning" meant that Li-Ning was the post-90s among sports brands. But this was merely a one-sided attempt to get close. Most post-90s were unimpressed, even viewing it as a deliberate mockery. "I'm post-90s, and I just don't like this ad!" many expressed angrily. The overwhelming advertisements and posters found no resonance with the post-90s. Li-Ning's positioning failure serves as a profound reminder to companies exploring the post-90s market: Do you really understand the post-90s? Compared to the post-80s, the post-90s are more averse to being labeled. You can say the post-80s group has "personality," but the post-90s are not uniform products of society; their personalities are differentiated and diverse, and each individual's vivid personality is irreplaceable. Even if they all use iPhones, the post-90s can distinguish their own iPhone from others because "my protective case is different from yours, so I am different from you." It is said that some post-90s girls, to prove their uniqueness, even crazily buy over 200 iPhone cases, changing them daily to maintain freshness. Compared to the post-70s and post-80s, who are burdened with social and family responsibilities as "mortgage slaves," the post-90s seem happier because they "want happiness now," which is determined by their upbringing in an environment of material abundance. In the post-90s' values, money is important, but what matters more is earning money happily. The biggest difference from the post-80s is the post-90s' pursuit of happiness, which is absolutely not constrained by economic pressure. To satisfy the element of happiness, the most important thing for the post-90s is fun. They are good at low-cost trial consumption, love novelty, and are very willing to pay for freshness. As long as there are novel products, especially high-tech ones, they will eagerly try them, just like the tech trend created by Apple is chased by many Apple fans. If frequently changing digital products is a "cool" experience for the post-90s' self-satisfaction, then using mobile phones to chat on QQ, post on Weibo, and use WeChat is increasingly their most frequent communication method. For them, if their phone is too "lame" to access the internet, it seems they are cut off from the world, so they usually proudly switch to a new phone. The internet and the rising mobile internet, like a popular culture sweeping in, have changed the lifestyle of the post-90s generation. This new media is embedded in their lives, just like eating and dressing, inseparable. Shopping online without leaving home has become a form of entertainment and leisure for the post-90s. This perfectly matches their consumer psychology of seeking novelty and fashion, and online shopping has become a consumption method that the post-90s have adopted from scratch. Although most of them do not yet have strong earning abilities, the amount of money they can dispose of is not to be underestimated. They usually like to "stay at home" in their own small space, satisfying their purchasing desires online, contributing their money to Taobao and JD.com. Moreover, online shopping has incomparable advantages over traditional offline channels. "Whether in terms of cost-performance or convenience, online shopping is a rational consumption method for the post-90s." Unlike the impulsiveness of the post-80s, the post-90s' rare pragmatism in consumption is quite surprising. The extreme act of selling a kidney to buy an iPhone is almost "brain-dead" in the eyes of most post-90s. Although the post-90s are representatives of hedonism with strong consumer desires, they are definitely not "spendthrifts" who live for the moment. It can be said that the post-90s are the least blind followers; they only buy things they think are worth buying. The concept of "worth" differs, and they do not consume impulsively but choose products that fit their actual needs and have good quality. Although the post-90s, with relatively abundant material conditions, are more willing to spend money for happiness, due to their limited earning ability, they advocate consumption concepts like "buy right, not expensive," "quality and price both," and "brand and practicality不分." Compared to the post-80s, the post-90s value both price and quality, being shrewd and practical "economic beings." The post-90s will consider multiple dimensions such as price, quality, appearance, and practicality to assess whether a product is worth its value. Although they also value brands, in their minds, a brand more often means that the product's overall score must be high. The post-90s' perception of quality is formed through brand and price. The rationality and pragmatism of the post-90s in consumption values make us look at them with new respect. Their smart consumption lies in "increasingly knowing how to use effective online information to find the best balance point for reasonable consumption among abundant product resources." A 2014 survey by an American financial company on the post-90s' financial management found that American post-90s pay more attention to saving for a rainy day. Coincidentally, this money value also corroborates the consumption concept displayed by Chinese post-90s in their consumption methods—rational consumption. 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