Dialysis: The Three Trend Of China'S Post-80S Consumption

Three outstanding children for the second generation

Since the birth of the only child policy, the first generation of the only generation of children born after the 1980s has been concerned by the community.

They are considered to be "natural ideal consumers" with great difference from past generations. They are the main force to stimulate the third consumption trend in China.

With the increasing size of the only child in the 1980s, it has gradually become the mainstream of the society. Understanding their consumption characteristics is of great significance to individual enterprises and the whole society.

First of all, in this paper.

The only child is becoming the mainstream of society.

In 1979, China began to implement the "one-child" policy throughout the country. This policy changed from the initial "National Encouragement" to "compulsory implementation".

The total fertility rate of women in China has experienced a rapid rise (1950-1957), a sharp decline (1958-1961), a sharp rebound (1962-1963), a high ranking (1964-1971), a gradual decline (1972-1990), and a low (1991) to several stages.

Since the implementation of the family planning policy (blog area), the total fertility rate of Chinese women has dropped significantly by [1], which is now reduced to about 1.5 [2], which is less than 2.1 of the replacement fertility level [3], and the total fertility rate in large cities is lower, for example, the current fertility rate in Beijing is only about 0.6.

The one-child policy has directly created a large number of "single child families". The overall size of the only child is huge and has gradually become the mainstream of Chinese society.

Although there is no official figure, it is estimated that the total number of only children in China is around 100 million, accounting for 8% of the total population, accounting for 29.3% of the total population aged 0-30.

Although the one-child policy is compulsory, it also slowly affects the concept of childbearing in the whole society, and the change of ideas will have a far-reaching impact on the future.

In 2008, a survey conducted by Pew Research Center in Washington showed that the policy was generally accepted by the Chinese people, and about 76% of the public supported the policy.

The continuous implementation of policies has gradually affected the concept of childbearing in society: the average number of ideal children of women of childbearing age has dropped to 1.73; the average number of ideal children of agricultural household and non agricultural household accounts for 1.78 and 1.60 respectively; the eastern, central and western regions are 1.70, 1.74 and 1.77 in turn.

The total fertility rate of women in China has dropped sharply.

The only child group in China has its complexity and uniqueness. They have triggered many unique social phenomena, which will have a far-reaching impact on the present and future society.

The superposition effect of the three child policy, the growth background and the Chinese social culture led to the "only child" of China becoming a "special group" which is different from the West and China.

First of all, from the macro environment, the growth of the only child is under the great historical background of China's social development and economic reform, so they have obvious brand of social development.

Unlike the formation of the only child in western countries, the formation of the only child in China is the product of the family planning policy, and the impact on the individual family and the whole society is also different from that in the West.

From the small family environment, children in China always occupy an important position in the family, and in the family structure of "one family has only one child", the child has become the core of Chinese family.

The existence of such a large single child in such a long historical period is unprecedented in the world. They are affecting the way of life, moral ethics and ideal values of the whole society, and will also become the mainstream of the future society.

The only child in China shows very different behaviors and characteristics from previous generations. These differences are highlighted in all aspects of social life, including their core values, educational methods, lifestyles, consumption patterns, labor relations and so on.

In the growth process of the only child, from the "little emperor" in the early childhood to the "gnawing old people" and "moonlight clan" in the youth period, until now, the "house slave", "vehicle slave" and even "child slave" have become a hot social phenomenon.

As a new group, the consumption characteristics of the only child of the 80's generation have changed dramatically over the past generations. Many social phenomena can prove this.

The only child born in the 1980s is ideal consumers. They dare to spend money and dare to "spend money ahead". They not only break through budgetary constraints through their parents' "financing", but also regard "spending tomorrow's money" as the main consumption concept.

For the only child born in the 1980s, consumption is not only a symbol of the improvement of living standards, but also a kind of leisure and entertainment activities, a manifestation of their identity.

In 2007, the competition among banks in the credit card market of university students was almost white hot, which led to many college students having multiple credit cards.

Because college students belong to the "no job, no income" group, and in addition, they do not have a good understanding of the concept of "credit", resulting in the credit card bad rate of college students is higher than the average value of 4-5 times.

The only child in the 1980s has greatly increased the demand for non essentials and even luxuries and actual consumption.

According to McKinsey's survey, China has become the second largest luxury consumer country in the world. A number of research institutes show that 80% of the consumers in the luxury market in China are 20 years old, -40, while Western consumers are mainly consumers of 40-70 years old.

KPMG's research points out that the 80's only child group who has become a "little emperor" has a strong brand awareness and is very fanatical about the brand. Even if their income is limited, they still regard the "famous brand product" as the necessary fee.

In China, some young and personalized luxury brands have been successful, such as BMW, Mini cars, LV fashion, Tissot watches and so on.

Besides, the consumption characteristics of the only child after 80 are of great importance to both the single family and the whole society, and their influence can not be ignored.

First of all, the only child in the 1980s is often the only child who puts forward consumption demand and makes consumption decisions. They play the role of leading parents and the whole family to consume.

Second, the only child after 80 becomes the mainstream group of society. This group is not only increasing, but also exerting greater power. Their consumption concept and consumption characteristics will have a significant impact on the whole society.

The only child born in the 1980s is now at the age of 20-30, and has gradually entered the golden age of career. This not only means that they are entering the peak stage of income, but also in the important consumption stage in the life process such as "getting married, having children" and so on, and they will soon become the main force of consumption in the Chinese market.

Third, the only child after 80 has their own children (known as the second generation only child), their consumption concept will affect, or even shape the second generation of the only child's consumption concept.

Through the above brief analysis, we can see that the study of the 80 generation only child consumption group has both practical significance and guiding significance. This article not only explains the consumption concept in detail, but also explores the reasons for its formation. The structure is as follows: the second part is the focus of this article, which will sum up the consumption characteristics of the only child after 80, and explore the underlying consumption values and the reasons for its formation.

The third part discusses the significance of Post-80's consumption characteristics to enterprise marketing, and discusses how enterprises formulate their marketing strategies according to their unique values.

The fourth part will summarize the full text and make suggestions for enterprise marketing.