"Upgrade Generation" Female Clothing Consumption Insight Into Over 6 Months Spending Over 500 Yuan

From the millennial generation to the Z generation group, to the debate on consumption upgrading and consumption demotion.

In the continuous growth period of domestic economy, the "upgrading generation" sprung up in the tide of consumption structure change.

AI's recently released "China's" upsurge "women's clothing consumption insight report shows that in China's different geographical space, age, consumption power crowd, emerge" upgrading generation "female group.

In the "upgraded generation", more than 6 of the women spend more money on clothes.

In addition to buying and buying habits of consumption, the "upgrading generation" women have long turned the capricious nature of money into a fastidious beauty, and began to pursue spiritual aspirations in everyday life such as aesthetic design.

Who are the women in the "upgrading generation" group?

According to the report, the "upgrading generation" female group emerges in different geographical space, age and consumption power in China.

They are less than 30 years old. They are growing up in the era of rapid economic development and rapid development of mobile Internet. They are more diverse and fast in obtaining information and information. They receive relatively good education, possess professional knowledge and strong professional ability; parents have accumulated certain wealth, less economic pressure and more disposable income.

"Upgrading generation" women pay more attention to self-expression and quality of life.

Combined with the attributes of urban distribution, age, occupation and personal income, upgrading a generation of women can be roughly divided into four categories: the workplace women who buy and buy, the wage earners who are eager to change, the town girls who have the money to catch up with the style, the wage earners and the students of the students who have a cost performance trend.

Although the class, age, occupation, income, and even favorite fashion categories of these four groups have different focuses, they all present the trend of "aesthetic upgrading" of the awakening of aesthetic consciousness.

"Beauty" business becomes the representative of "her economy" in the era of online shopping.

The economy has enough consumption space to enable the younger generation of women to boldly embrace their dream of loving beauty. The development of e-commerce online shopping not only eliminates the objective gap between commodity flow and information flow, but also allows consumers to access all kinds of brands. At the same time, it also gradually reduces the difference of consumption levels between different regions in the past.

China's "escalating generation" women's clothing consumption insight report shows that the "beauty dressing" and "clothing" these two "love beauty" business, at the same time on the 123 line of young women online shopping type distribution list of the top two.

The online shopping rate of young women in three or four and below cities is slightly lower than that in the second tier cities, but still exceeds 70%.

The report believes that with the help of electricity, social media, fashion information, live broadcast and other channels, the desire for "aesthetic consumption" of the three or four tier cities is gradually being met, and the online shopping rate is also rapidly changing to a second tier city.

Taobao, mogujie.com, Xiaohong book and so on have the platform of electricity supplier and community attribute. In recent years, they have entered the live broadcast industry of e-commerce, creating a community of fashion content and lifestyle content, accelerating the flow of fashion information between the second tier and the three or four line cities, thus further narrowing the difference between the fashionable aesthetic information.

Over 6 of the "upgraded generation" clothing consumption accounts for 20%-30% of expenditure.

In addition, in reflecting the specific consumption power of the "upgrading generation" women, the survey data show that 37% of the "upgrade generation" women spend 20% of their personal expenses on clothing purchases, while 28% of the "upgrade generation" users will further increase the figure to 30%.

The report shows that nearly 2/3 of consumers say they spend more than 500 yuan on clothing purchases per month (the amount of adult consumption is 6000 yuan), of which nearly 7% of users even raise the figure to more than 2000 yuan per month.

According to the survey, "upgrading generation" in the consumption process, in addition to naturally paying much attention to cost performance, is also more willing to pay premium for products of high quality and self expression.

The report thinks that the upgrading of consumption will step into the stage of aesthetic upgrading.

With the rapid development of the economy, the enrichment of commodities and the spread of more fashion design elements, people no longer value production capacity alone, but gradually develop their daily aesthetic ability to live, so as to put forward more fine needs to beautify everyday life. This change is going on in the broader market of China's 123 tier cities.