Research Oriented Consumption Is A New Type Of Consumption Expert.

In June 13th, vip.com and the Nandu big data Research Institute released the "new consumption report on Chinese society" (hereinafter referred to as the report). For the first time, it focused on the unique "post-90s" group of people who graduated into the society within 5 years. From the crowd characteristics, consumption behavior and consumption trends, this paper analyzed the consumption trajectory of contemporary young people, and excavated the new stories and new patterns that are taking place in China's consumer society under their influence.

The report reveals the six major consumption trends of the new generation of post-90s society in China, while the CEO brand observation explains the six consumer trends systematically and comprehensively for readers.

And the first report focuses on how to study consumption.

What is research consumption?

This report reveals the six major consumption trends of the new people in the society. Among them, the research type consumption is the top priority, and the new people in society are all experts pursuing cost-effective.

For the "research consumption", the report also gives a clearer definition: Research consumption is the main consumption characteristics of the new generation of the post-90s generation. They generally have a higher level of culture and highly symmetrical consumption information, so they are keen to study the price and product efficiency when they are consuming, and are the smart and expert consumers in pursuit of cost-effective.

There are two points of knowledge that we need to understand.

New members of society refer to those who graduated from 20 to 29 years old and graduated into society for 5 years. Their income level is limited, but there is no limit to the demand for "quality life", which is the motive force of their "research".

Today's post-90s social freshmen generally have a high level of culture and highly symmetrical consumption information, providing a basis for their "research".

Although the emphasis of different social groups on consumption is different, this report also excavated the most convergent place of new consumption. The report points out that these new members of society are keen on research, and will have a deep understanding of product efficacy and function, and find high-quality products. At the same time, they will choose a safe and inexpensive way to make every expenditure worth their money.

High cost performance can capture more people's hearts.

According to the report, 68.53% of the 90's shopping is concerned about quality, and 65.6% pays close attention to cost performance.

It is not hard to see that the pluralistic consumption concept of young people is bringing infinite possibilities to the consumer market. The emphasis on the "high quality price ratio" will also be the mainstream trend for the new generation of consumers to consume in various sectors in the future.

Although this report corresponds only to vip.com, it is basically a common demand of consumers to buy better products at a more appropriate price.

In the era of mass consumption, after 90 years of independence and innovation, minority consumption began to rise. With that, personalization and interest buying are also beginning to rise. Nowadays, these special groups have basically entered the society and are beginning to face the similar living conditions and choices with those of the 1980s.

At the same time, the change of living condition also plays a role in their consumption patterns.

Young people living in a second tier city have greater pressure to live and face high housing prices and rents. Although they earn more and have more fixed consumer spending, the vitality of the city can be seen everywhere, and the temptation of consumption is everywhere.

Young people who live on the 345 line will buy houses earlier and have the pressure of mortgage loans.

In this context, paying attention to "cost performance" has become an important reference factor for these young people to shop.

The "post-90s" craze for home products is most evident in home appliances, beauty care and other fields. Compared to online shopping, they prefer to go out to shop offline, and pay attention to cost-effective and interesting shopping experience.

As a national brand representative of pattern innovation, NetEase's brand names such as Yan Xuan, KKv, Xiaomi, Taobao, and so on, seize the rigid demand of consumers in pursuit of quality under the change of consumption environment, and provide users with quality products with advanced aesthetics and high performance price ratio.

In addition, some fast fashion brands with high cost performance are also favored by new members of the society. Such as UNIQLO, the price of this fast fashion brand is low in a fast moving brand, but its quality is universally known. Plus, UNIQLO is also very good at playing, looking back at the joint names of these years, Man Wai, Sesame Street, One Piece... This is all stamped on the hearts of young people; while the Singapore brand CK (brand name: CHARLES & KEITH) takes a high-end and steady route, which is cost-effective and not easy to hit, and shoes are welcomed by white-collar workers.

These new members of society are beginning to say goodbye to blind consumption in the process of becoming the backbone of society. They want both quality brands and desirable prices. Cost performance and rationality have become their new consumption labels, which is also the "pain spot" of the consumer industry.

No longer superstitious KOL, "net red with goods" weakening

In recent years, net red and idols have weakened the effect of bringing goods, which reflects the new idea of the new generation of consumers in the 1990s. According to the data of the report, only 10% of the social freshmen who buy goods often because of bean bean endorsement and net red grass are now close to 9.

Compared with the previous generation of consumer groups, the personality thought and subjective thinking of the new generation of post-90s society are more prominent. Compared with the mode of one-way dissemination of traditional media such as television and newspapers, the media in the digital age have given them the ability to collect different information, which makes their thinking more mature and rational, and it is not easy to follow blindly.

For consumption, they also have their own habits, aesthetics and understanding of fashion. On the one hand, they do not "worship foreigners" in brand consumption, and no longer believe in the international brand. The design and quality of products themselves are more concerned. Moreover, in the era of globalization, "imported products" are no longer rare. They are more likely to focus on product experience and store experience. On the other hand, they are not superstitious about the so-called net red and KOL, but rather rely on their friends' recommendation.

Especially after 95, most of them will live in the popular live sales, fans economy and net red economy. They are a group of fresh consumers who can not be ignored, and will soon become the mainstream of consumption in the market even in the near future.

The rise of the "social livestock" group has unlimited business opportunities.

As early as 80s, the word "social livestock" appeared in Japan, but this new vocabulary is actually popular in China in recent years. Similar to the meaning, there are "clay brick" and other soil flavor. Behind the popularity of these words in China is the fact that Chinese contemporary youth are taking the "low desire" society in Japan. From the "996" to "007" stalling working environment, people's living space is constantly squeezed, and finally forced to become "livestock".

According to the report, 13.39% of the new members of the society indicated no concept of "off duty", of which over 80% came from the first tier cities. The birth and expansion of such groups also indicate that a new vertical market is emerging.

Coffee is an essential ingredient for the livestock and poultry groups. But for them, choosing coffee in a coffee shop is a luxury because of their work. Therefore, they also give the coffee takeaway market huge potential for development. From Coffee Box to Rui Xing luckin (luckin coffee), the two Internet cafe brands have gained popularity. Using Internet thinking and O2O playing, cut off from takeaway has become a new trend of office coffee. The rise of takeaway coffee has reconstructed the coffee consumption scene from the past "people looking for coffee" to "coffee looking for people".

Starbucks also opened a new model store called "fast food concept store" in Financial Street, Beijing in July 12th this year. The store mainly serves the "fast food" service, and the Starbucks takeaway service.

Apart from coffee, the female white-collar workers in the office are a huge snack consumer group. They can always pull out all kinds of snacks that you have seen or haven't seen before in your drawer. Three domestic squirrels, such as squirrels, paraquat and Lai Yi, have launched offline stores to enhance consumers' impression of brands, thereby enhancing their consumption desire.

In addition, in the face of industry trends and huge market space, all snack brands have pushed into the market to seize the market share of "daily nuts". In addition to the brand mentioned above, there are also several competing brands such as QQ, Wolong, COFCO and so on. The brands compete fiercely from product packaging, content upgrading, taste change, extension of consumption concept, invitation spokesperson and so on, trying to grab the status of the leader.

Of course, this group of livestock is also very fond of keeping pets. According to statistics, the average annual consumption of dogs per capita in China's pet market in 2018 was 5580 yuan, and the average annual consumption of cats per capita was 4311 yuan. It is estimated that the domestic pet market will exceed 200 billion yuan by 2020.

Pet economy is in a period of diversification, and pet business has mushroomed. In recent years, Taobao, Tmall platform PET staple food, snacks and supplies store has been expanding. Data from Jingdong platform for the past three years show that pet consumption has maintained a growth rate of over 100%, and there is a rising trend. Pet stores, pet grooming, pet clothing and other stores are also increasing in the shopping mall of second tier cities. Even Starbucks, the "standard" of shopping centers in China, has opened pet friendly stores in Guangzhou, Tianjin and Chengdu.

　　 Parents of new social parents are more scientific.

Compared with the experience of the older generation of parenting children who follow the principle of "Empathy", parents who are new to their parents often take the "scientific child care" first in their parenting, but the importance of "high efficiency" is increasingly apparent in the use of parenting tools.

On-line:

Few families in the 90's have "widowed parenting" and "body raising". They also believe in scientifically based professional parenting. They also have a higher interest in systematic child care knowledge and focus on structured and continuous content learning systems.

As a scientific child care information, professional child care App is a comprehensive nursery platform with efficient parenting. Uploading photos, vaccines, recipes, listening, parenting, encyclopedia, and child care have become the tools they frequently use.

In addition, the parents of the 90s are the main consumers of cross-border maternal and child electricity consumption, and the more abundant they buy on mother and infant category, the more they are showing the trend of upgrading.

Below the line:

Nowadays, Ta is still one of the standard formats of shopping centers.

Especially in children's catering industry, in the first quarter of 2019, Shanghai opened the first store of three children's formats: QiQi Hut qierbao parent-child restaurant, TINO Premium Kids Cafe parent child restaurant and Yeva House Yi Wa's parent child restaurant. The first three parent family restaurants are complex functional stores incorporating many formats.

In fact, the operation of these parent children restaurants is not focused on catering, but more in the form of supporting services. Children's entertainment is still the core competitiveness of parent child restaurants.

In Shenzhen, the demand for children's education and training in shopping centres is booming, which has led to a large number of businesses entering the children's education market. In recent years, a number of strength brands are accelerating the expansion of shopping centers, such as IBOBI, pony gallop and golden baby have become the three main brands of shopping centers, the early childhood market, while Yang Meihong is a leader in the field of children's art training.

In terms of parenting products, data show that children's masks, baby cots, children's scooters and other essential equipment for life and play are growing rapidly. Whether online or offline, the number of infant products stores has increased in the past.

Conclusion:

If we say, the contemporary Chinese consumer market is moving steadily towards a pluralistic and high quality price ratio. Then, the new generation of post-90s society is rewriting the story of the contemporary Chinese consumer market with "research consumption".

With the change of consumer demand, physical stores become difficult. For the current enterprises, to grasp the new generation of post-90s society means to seize the business opportunities in the future.