Summary of Key Points
The back-to-school season has seen a surge in consumer spending among prospective college students purchasing digital equipment. However, this year, the global demand for AI chips has led to a rise in prices of digital products, with noticeable increases in the cost of smartphones, computers, and other items, placing additional strain on some families. At the same time, the consumption habits of the Gen Z prospective college students have become more rational. They no longer blindly pursue high-end brands but instead choose affordable alternatives based on their needs, considering cost-effectiveness. Digital products have also become a symbol of independence for them, representing their expectations for a new life after the college entrance examination.
Detailed Analysis
1. Why Have Digital Product Prices Suddenly Increased? AI Has Taken Over Chips
This year, prospective college students have found digital products to be much more expensive. The main reason behind this is the surge in global demand for AI computing power (with domestic AI computing power demand increasing by 417% in the first quarter of 2026). International storage giants such as Samsung and Micron have shifted more than 70% of their advanced production capacity to high-bandwidth memory (HBM) used specifically for AI applications. As a result, the supply of DRAM memory and NAND hard drive chips used in ordinary computers has decreased, directly driving up prices. Coupled with the periodic price increases during the summer shopping season following major online sales events in June, the rise in laptop prices is particularly evident. For example, Qiqi planned to buy a laptop for 5,000 yuan, but it cost over 1,000 yuan more when she bought it three months later; her classmate’s identical iPad also increased in price by 1,000 yuan after being purchased a month later. In short, the demand for AI chips has diverted production capacity from consumer-grade products, forcing consumers to pay more for computers and smartphones.
2. Buy High-End Brands or Affordable Alternatives? Prospective College Students Have Their Own Ways to Save Money
The Gen Z students are mindful of both quality and cost when purchasing digital products:
- Qiqi: She prefers the Apple ecosystem and uses affordable alternatives for accessories. She chose an Apple smartphone and tablet for their design and ecosystem but opted for an ASUS laptop for its better cost-performance ratio due to compatibility issues with professional software. She also uses a touchscreen pen that costs just over 100 yuan for note-taking (more than sufficient for her humanities studies), and her headphones are a 69-yuan version from Huaqiangbei that are almost identical to the original ones. She also bought a used Polaroid camera and a DSLR.
- Xixi: She prioritizes essential needs and avoids following trends. She only replaces her phone when it becomes inconvenient for tasks like scanning QR codes for payments (her phone, which cost 3,000 yuan, has worked flawlessly for four years). She bought a 10,000-yuan laptop for her architecture studies, but she decided against buying a tablet, saying it’s more of a “productivity tool” rather than a luxury item.
- Jinyu: Although she is a brand enthusiast, she doesn’t blindly buy everything from a particular brand. She was initially attracted to the Apple ecosystem but realized the benefits were not as significant as she thought after her roommate also bought an iPad. They both found the products to be quite ordinary, dispelling the myth of brand prestige.
Their common approach is to do their research (read reviews, ask seniors for advice), and only purchase what they need, avoiding overpaying for unnecessary features.
3. Digital Products as a “Rite of Passage” After the College Entrance Examination
The completion of the college entrance examination marks a significant milestone for Chinese students, symbolizing their transition to adulthood and the granting of financial and purchasing autonomy. Previously, their digital devices were often inherited from their parents. Now, they can choose the equipment they want on their own. For example, Qiqi used money given by her grandfather to buy a used Polaroid camera, while Xixi used earnings from part-time work to purchase a phone. These choices reflect their growing independence.
4. The Shift in Gen Z’s Consumption Habits: From “Following Trends” to “Rationality”
Over the past decade, the consumption habits of young people have become more rational:
- Opposition to Excessive Showoff: They no longer compare which brand is the most expensive but focus on whether a product is practical (for example, Qiqi buys used items and uses affordable alternatives, seeing savings as a skill).
- Prioritizing Needs: They only buy what they need (Xixi says, “I don’t buy something if I don’t need it”).
- Proactive Saving: Qiqi earns extra money by taking photos for others, while Xixi works part-time to save money, and Chen Yu plans to cover any cost over her budget for her laptop.
Research confirms that Gen Z consumers are more cautious with their spending, being more focused on balancing what to save and what to spend on.
5. The Pressure of Rising Prices on Families
The increase in digital product prices has caused financial difficulties for some families. Some parents have mentioned that the cost of equipping their children with a full set of digital equipment can amount to several thousand yuan. For instance, Chen Yu’s parents decided to postpone buying a laptop until National Day (hoping for lower prices), with a budget of 4,000 yuan, but she will need a more advanced model for her computer science studies, so she will cover the difference out of her own pocket. Others are adjusting their plans, either delaying purchases, lowering their expectations, or making up for the extra cost.
Conclusion
This year, the digital consumption of prospective college students faces both the pressure of rising prices and the awakening of rational consumer behavior. Digital products serve as tools to help them start their new lives and as symbols of independence. However, the Gen Z is adopting a more practical approach, buying what they need, choosing affordable alternatives, and doing their research to make their “rite of passage” expenses more reasonable and in line with their actual needs. This reflects a shift in their consumption mindset from a focus on appearance to a emphasis on practicality.