Retailers Turned Their Attention To The Younger 95.

In the social network, the 90's have started to yell at their old age, and retailers have turned their attention to the younger 95.

According to the world clothing and shoe net, recently, Accenture China, a consultancy, released a global insight into the post 95 consumer survey. It believes that this global phenomenal consumer group has its unique characteristics in China.

For example, Chinese consumers are more partial.

They also prefer shopping with social media, far more than the global average.

From last year's double 11, China's two largest business platform Tmall and

The data released show that the proportion of mobile terminal orders exceeds PC.

After 80, 90, after 95 more dependent on online shopping, and they rely more on mobile phones, but computers.

After 95, multi-channel consumption, path ratio

Of the 95 consumers, 24% rely on mobile phone shopping. They are heavy social networking users and tend to shop directly in social media.

In addition to mainstream WeChat, micro-blog and QQ space, they will also spend on live and video platforms; there are also high enthusiasm for trying new shopping methods, such as voice ordering, regular purchase, selective ordering, electrical leasing, etc.

To this end, Taobao is now rapidly becoming a content platform, including product recommendation articles, net red live broadcast, beauty makeup video and so on. Jingdong has launched its own intelligent voice and sound Ding Dong.

After 95, the consumption taste is still not good.

95 of 34% is buying.

You will browse at least 4 online or offline sales outlets, and when you buy health and beauty products, this will increase to 48%.

They will also cancel the order of online shopping because of the blurring of delivery time.

Many 95 will calculate the delivery time, and hope to receive products on the shopping day or even half a day, and are willing to pay extra for this.

Fortunately, what brands they believe in is not without trace.

Compared with the millennial generation, after 95, they prefer to go to the brand website and the e-commerce website to leave an evaluation of the purchased products.

Friends who like social shopping will also leave messages under friends micro-blog and friends circle.

Of course, they also have their own trust bloggers.

Although the economic strength of consumers after 95 is not as good as that of post-80s and post-90s, they are prone to impulse buying.

Among the global respondents, the number of people who decide to purchase 95 items after buying something or seeing something they like is nearly 60% compared with the millennial generation.

After 95 of China, the figure is less than 60%, but the proportion for buying is higher than that of the 1980s and the 1990s.

With more freedom of Finance after 95, this may become an important feature of this group.

Similarly, referring to their behavior of buying other commodities (such as air tickets, hotel or hotel), they always buy it immediately.

Impulsive shopping can also bring frequent returns, if the merchant's return policy can not satisfy the 95 consumers, then the consequences may be catastrophic, close to the 95 of 2/3 may be lost.

In addition, according to Accenture's research, the proportion of shopping in physical stores after 95 is also very high, accounting for 31%, which accounts for only 10% less than online shopping.

In physical stores, they prefer those that are digitally remodeled, such as self-help orders, mobile payment and so on.

In the past two years, in order to attract young people, old brand fast food brands, KFC and McDonald's have upgraded their stores in succession.

Therefore, Accenture also reminds retailers that the store experience will become an extension of the brand, but retailers need to reinvent their stores to create a digitalized, interactive, highly personalized shopping experience.

In addition, retailers should consider improving the sales assistant's ability to further enhance the shopping experience.

In the face of the 95 group, the challenge of retailers is to pform themselves from product sales to building experience and telling brand stories in an innovative way.

To put it plainly, when online brand information is so large that it takes a lot of time to distinguish, it is better to experience it on the line.

With this change in consumption patterns, Internet Co seeks to change because the business model that relies on online traffic meets the ceiling of revenue growth.

The so-called "new retail" is the integration of online and offline shopping experience, and also follows the consumption habit after 95.

For example, preference for updated shopping experience can link online and offline; more personalized logistics distribution system and so on.

China's group size is close to 250 million after 95.

According to the Witop survey data of the consulting firm, China spent 95 yuan a month on average of 1314 yuan, which is close to the disposable monthly income per capita in 2015 (1830 yuan).

Those retailers aiming at new retail outlets are also trying to catch the main consumer force.

After all, by 2020, the generation now called Z generation (born in 1995 to 1998) will account for 40% of all consumers.

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