"This summer, many people saw posts on social media asking, 'Do you need a computer to attend university? Can you write code by hand?' In these posts, parents often raised thunderous questions that seemed to belong to the previous century, such as 'If you don't bring a pen and paper to class, what's the point of bringing a computer?' and 'I don't believe you can't learn computer science without a computer.' However, apart from some fake replies, the posters were likely the students themselves, who needed to cite comments from the comment section to prove to their parents that it is indeed necessary to purchase a series of electronic devices to attend university."
In recent years, during the summer break after the college entrance exam, the "back-to-school essentials kit" has become a ritual for soon-to-be college students. Young people accustomed to identical uniforms and rigid schedules are seeing consumption gaps emerge before they even set foot on campus. And with a fresh round of price increases on digital devices, this expense is quietly becoming a hidden burden for some families.
As the new semester begins, while parents of primary and secondary school students are cheering the return of their "stay-at-home" children, the emotions of university student parents are more complex.
Each July and August, college-bound students shopping for back-to-school gear sparks a wave of consumer spending. A 2025 survey by the China Youth Daily Social Survey Center of 1,337 incoming freshmen found that electronics, driver's license courses, and travel topped the summer spending list.
Some netizens have posted that it is indeed necessary for university freshmen to purchase computers. (Photo/Social media screenshot)
Since the beginning of the year, the prices of products such as mobile phones, laptops, and solid-state drives have risen across the board, with major manufacturers including Apple, Samsung, Xiaomi, and Lenovo adjusting their product pricing and configurations; meanwhile, on social media, digital purchasing guides have gone viral, with discussions about new students showing off their equipment and choosing brands remaining highly popular.
The school enrollment season coinciding with a wave of electronics price increases has indeed created financial strain for some families. (Photo/Social media screenshot)
For incoming college students, new digital devices have become a ritual marking the start of university life—what some call a "digital coming-of-age ceremony." This year, however, that ceremonial blessing carries a noticeably heavier price tag than in years past.
A one-month delay in purchase means a 1,000 yuan price increase.
After the college entrance exam ended, Qi Qi's parents drove to pick her up and take her home. The curtain had fallen on three years of high school life, and the whole family felt a huge weight lifted off their shoulders. Taking advantage of the relaxed atmosphere, Qi Qi discussed with her parents her desire to buy an iPad. Her reasoning was sound: she could use the tablet to take notes and read literature in college, and during the upcoming summer vacation, she could also use it to watch dramas and learn English, killing two birds with one stone.
The offline authorized store was more than 20 kilometers away from her home, and it wasn't worth making a special trip. At the time, online shopping had government subsidies, which made it even cheaper than buying from a physical store. So, she ordered a rose-pink iPad she had been eyeing from the official website that evening for over 2,400 yuan, and it was delivered to her hands the next day.
It's only been a month, but her classmate bought an iPad with the exact same configuration, and the price had already risen by over 1,000 yuan.
In this round of price hikes for digital products, laptops have seen the most significant increase. The core driver of the price hike is the explosive growth in global demand for AI computing power, resulting in a structural imbalance in the supply of storage chips. According to data from the China Academy of Information and Communications Technology, in the first quarter of 2026 alone, domestic demand for AI computing power increased by 417% year-over-year, while the supply growth rate was only 128%, with the supply and demand gap continuing to widen.
To capture the high-margin AI market, international memory giants including Samsung Electronics, SK Hynix, and Micron Technology have shifted over 70% of advanced production capacity to high-bandwidth memory (HBM) for AI applications, directly squeezing capacity for consumer-grade DRAM and NAND Flash storage used in personal computers.
Add to that the tightening supply of core components like CPUs and discrete GPUs, and laptop prices have been pushed steadily higher. In industry jargon, this is called "chip inflation"—but for consumers, it translates into very real price hikes.
Additionally, every June, the combination of e-commerce promotions and the summer purchasing wave typically triggers cyclical price increases for electronics. Qiqi managed to dodge the tablet price hike, but couldn't escape the surge in laptop prices. As a liberal arts exam candidate, she had no demanding performance requirements—she planned to buy a basic office laptop for around 5,000 yuan, intending to wait until her admission results confirmed her major before making a choice. But by the time she paid in July, the same model cost over 1,000 yuan more than when she had scoped it out in April.
This summer, Qi Qi, a university student, purchased two items from the "university student digital trio". The iPhone 16 in her hand was bought a year ago when she was in her second year of high school. Before that, she used a domestic mobile phone that cost around 2,000 yuan, which she used continuously for five years. The battery drained quickly, and she had to carry a portable charger when going out.
Qi Qi bought a single-lens reflex camera and an instant camera on the second-hand website Taobao. (Photo provided by the interviewee)
In addition to Qi Qi, computer science freshman Chen Yu is also facing price increases. After the college entrance exam, she first replaced her old phone with an iPhone 15 that has better camera performance, and also bought a fourth-generation earphone, and enrolled in a driving school. The total expenses added up, and her parents had already spent over 10,000 yuan. When it came time to buy a computer, her parents discussed with her and decided to postpone the purchase until after the National Day holiday.
"The summer price hike is too aggressive, and I won't even be using my computer during the first month of school for military training, so I'll wait for the price to drop before buying." Chen Yu's parents gave him a budget of 4,000 yuan, but as a computer science major, the equipment configuration requirements are higher, and Chen Yu decided to cover the excess amount himself.
To go for generics or name brands?
Born between 1995 and 2009, Generation Z grew up during a period of rapid digital technology development. They have a clear understanding of digital products, valuing both brand experience and usability while also being willing to pay for emotional value and cutting-edge tech appeal. In recent years, they have increasingly prioritized value for money, poring over reviews and product tests before making a purchase.
Qi Qi's selection strategy is very typical, she likes Apple's design and ecosystem, and has chosen Apple for her phone and tablet, but when it comes to computers, she didn't blindly go for a "full set". She first consulted with seniors, and after reading many reviews, found that the Mac system is not very compatible with some professional software, so she decisively switched to the more cost-effective Asus.
College-bound Qi Qi's digital suite of products. (Photo provided by the interviewee)
As for the touch pen that comes with the iPad and costs around 700-800 yuan, she didn't hesitate to buy a substitute for over 100 yuan. After all, she's a liberal arts major and mainly uses it for note-taking, not drawing, so the substitute is more than sufficient. She chose a 69-yuan version of earbuds from Huaqiangbei, which has a similar interface and settings to the genuine product. Even after using it for three years, it still works well. She's quite unabashed: "When someone asks me what earbuds I use, I directly tell them it's the Huaqiangbei version. Being able to find cheap and useful products is also a skill of mine."
Xixi, who enrolled in 2021, is a true practitioner of needs-based consumption. When she first started college, she was still using the old phone from her high school days. Her thinking was simple: "If I don't need it, I don't buy it." That changed one day in the cafeteria. Standing in line to scan a QR code for payment, her phone's mediocre camera—already blurry at normal zoom—became completely unusable when magnified, and the device lagged terribly. People behind her were waiting. In that moment, she thought to herself: "This phone has to go."
This was also her first time buying a phone with her own money. At the time, her budget was set at 3,000 to 4,000, and she would not exceed 5,000. She believed that "you get what you pay for," and was hesitant to buy something too cheap, as she would have to rely on it for four years of university. Her requirements for the phone were clear: "large battery capacity, clear camera, and a good appearance."
After locking in her requirements, she first went to Bilibili to watch reviews and picked out two or three models that met her conditions. She then went to shopping software to read real-user comments. If the same model was available in physical stores, she would make a special trip to touch the real device and feel its weight and grip. In the end, she bought a 3,000 yuan ZTE phone, which took clear photos and had a durable battery, and used it until graduation without any issues.
Xixi said the phone she used throughout her university years was "extremely durable". (Photo provided by the interviewee)
Xixi's laptop was also purchased after she started college. She majors in architecture, which requires her to draw diagrams, so the computer's configuration needs to be high. Her budget is set at around 10,000 yuan, and she can accept up to 12,000 yuan. Her parents are also willing to spend this amount of money. "Everyone else has a computer to use, and you don't, so how are you supposed to do your homework? So, you definitely need one," they said.
Xixi attends a local university and doesn't have many expenses. Before starting college, she had saved up a small amount of money, and during her summer break, she worked part-time at a milk tea shop, where she was given two days off per month and earned a salary of just over 3,000 yuan, most of which she saved. She never bought a tablet because she had heard many people say that "you're productive before you buy one, but after buying it, you just watch iQIYI," and she said succinctly, "I thought about it, but later I found out I just didn't need one."
The computer Xi Xi used during her university days. (Photo provided by the interviewee)
In 2022, before Golden Fish started her first year of college, her family had already prepared an Apple phone, headphones, and laptop for her, and during high school, they also got her an Apple Watch for convenient communication on campus. She admitted that she prioritizes brands, on one hand, because her mother has always used an iPhone, and she has gotten used to it through exposure; on the other hand, she thinks Apple's ecosystem is complete and comfortable to use with its complementary products.
When it comes to budgeting, she says she doesn't set a limit in advance, instead considering the price of something she likes and whether she can accept it, "if I really like it, I can grit my teeth and afford it." She believes that money spent on food can't be cut back on, and that electronic products should be replaced when needed. After being admitted to graduate school this year, she became interested in photography, and her family gave her money to buy an instant camera and a mirrorless camera, so she often attends offline anime and manga events this summer.
Electronic products used by Goldfish during college. (Photo/Courtesy of the interviewee)
However, Jinyu didn't blindly follow the brand either. Her roommates hadn't initially planned to buy a tablet, but after seeing how Jinyu's iPad could really aid her studies, they subsequently made their purchases.
As for Apple's full range of products, Jinyu takes a dim view: "Once you have the whole suite, the mystique is gone. People tend to put a filter on things they haven't gotten yet, but once they actually have them, they're just ordinary."
Before and After the Gaokao
In the general context of Chinese society, "gaokao" and "18 years old" are almost synonymous.
The end of the gaokao not only marks the end of an academic stage, but also a symbolic rite of passage into independence. It signifies that children have concluded years of preparation and are embarking on a path of independence, leaving home, and gaining a certain degree of autonomy over their time, financial management, and even the choice of digital products.
Before this stage, students lacked financial independence. As the primary earners of household income, parents had long controlled the allocation of material resources. As a result, for many young people, their first digital device was rarely bought brand-new—more often, it was "handed down."
Chen Yu's phones have almost been a microcosm of her parents' history of upgrading their devices. "Every time they upgrade, the old one is passed down to me," she said. As a result, she has always used iPhones, while opting for affordable brands for accessories like earphones, which she pays for herself. For her, the phones and computers inherited from her parents do not strictly belong to her.
The iPhone 12 Chen Yu used in junior high school was handed down to her by her mother. (Photo provided by the interviewee)
As times change, many primary and secondary school students are almost constantly immersed in the world of electronic products from a young age, with parents also purchasing electronic products for their children's study and daily needs, such as tablets for online classes and smartwatches for staying in touch with family.
In 2015, when Xi started junior high school, she got her first mobile phone, an 800-yuan Coolpad phone bought by her parents from the local market. Later, when Apple phones became popular, her father gave her his used iPhone 4s, which was also her first experience with the Apple system. It wasn't until she went to college that she was able to buy the electronic products she wanted using her own savings.
Having autonomy and being able to make one's own decisions is the first step towards becoming part of society. It's not just about digital products, but also about expenses such as taking driving tests, traveling, and purchasing daily necessities, each of which carries the expectation of a new life.
Contrary to the stereotype of impulsive spending and status-driven conformity, consumption patterns among young people between 2015 and 2025 have shifted markedly toward rationality. Their purchasing decisions are increasingly insulated from external pressures, with greater emphasis on aligning needs with financial capacity. They favor moderate spending, reject conspicuous consumption, exercise greater caution with money, and are more actively saving.
Qi Qi's consumer philosophy reflects this shift, "My parents taught me that you should save when you need to save and spend when you need to spend."
In junior high school, Qi Qi bought a second-hand instant camera for 280 yuan. "The money was given by my grandfather, and I felt sorry for him, thinking it wasn't necessary to buy such an expensive one." After getting the camera, the first thing she did was take a photo with her grandfather. During junior high school, she also earned about 1,000 yuan by taking photos for others, which was her first experience of "earning money by herself". In high school, she bought a second-hand SLR camera on Idle Fish for 2,500 yuan and planned to take it to college.
Regarding the idea of "buying Apple products," Qi Qi believes: "It's reasonable to buy a mobile phone and computer for university, but buying something that your family can't afford is unreasonable."
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