1 thought on “Learn the five new phenomena in the field of consumption in 2020”
Camille
Source: China Women’s Daily
In countless “black swan” incidents, we have undergone a big test with the Chinese economy in 2020. Under the pressure, we see the dawn: consumption has become the “cornerstone” that stabilizes the national economy in the past year; See the future direction. So, what are the unforgettable moments in the field of big consumption in the past year? In the new year, they may continue to lead consumer trends.
1 “Her economy” is turbulent
In 2020, there are two TV series and a variety show. “Sister” has been on the hot search one after another. Female theme film and television dramas and variety shows have always been available, but in 2020, it broke out. Among them, “Thirty” has become the annual “drama king” of the year of the year with a total playback volume of 6.76 billion. Essence
behind the fire of the two TV series and a variety show, it is the turbulent of “her economy”. The market’s overall importance to women consumer groups has been increased to a new height again.
“She economy” is not a new word. In recent years, female consumption has been highly valued. According to research reports, the number of female users in China exceeds 530 million, accounting for 45.4%. In terms of active users, female users active exceed 100 million, accounting for 58.5%, which is higher than male users. The volume of women’s consumer markets is also larger, covering all -round categories such as shopping, entertainment, maternal and infants, sports health, etc., and grow rapidly every year. Studies have stated that by 2022, the new consumption of “her economy” is expected to reach 8.6 trillion yuan.
In 2020, outside the mother and infant market, women’s health, pets, tea and other fields, women have increased significantly in their own consumption. Especially during the epidemic period, you can see the global scope worldwide. Among the best -selling products in the inside, body -shaping, yoga mats, beauty products, sports and leisure products (such as yoga fitness pants that are popular among young women now) and pet products are all on the list. Women are undoubtedly the most important of these products Consumer groups. Including the game market that has always been male -dominated, more and more female players have been.
If according to the age group, “post -75”, “post -85” and “post -95s” women are the main force of “her economy”. The “post -75s” crowd pays more attention to quality and services, pay attention to taste and identity symbol; “post -85s” attach importance to the trend, and daily consumption takes into account quality and cost -effectiveness; Pay more attention to personalized consumption with interest. But in any case, the tide of “her economy” is coming, grasping the needs of women, and seizing the general trend of consumption.
2 “Houlang” has become a new consumer forces
in 2020, the consumption power of young people in generation Z is inadvertently becoming the mainstream.
The video called “Hou Lang” pushed the stations and the young people of generations in the past year to the forefront. In the sound of disputes, the “Houlang” began to become the main consumer market.
In the past year, trendy toys represented by blind boxes have become the topic of the public. Station B has also broke up. The public began to understand the preferences of more and more young people.
of course there are some content that is not in -depth: two -dimensional, animal circle, Hanfu circle, transition circle, valley circle, baby circle, shoe ring, jk circle … no matter you know I do n’t understand, the existence of these more niche and trendy trends undoubtedly supports one huge consumer market after another.
“post -95s” and “post -00s” have gradually moved towards the workplace in the past year, and the purchasing power of the new generation of consumer groups has increased. my country’s “post -90/00” population has reached 340 million. As a new generation of nearly a quarter of my country’s total population, it is gradually becoming the backbone of the consumer market.
It’s segmental data, Chinese catering consumers account for 51.4%of the “post -90/95”. And traffic high.
The consumption concept of “Houlang” is clear. They have high acceptance of local brands and show personalized and diversified characteristics for product demand. Development brings unprecedented opportunities. With the rapid development of the digital economy and the enhancement of young people’s independence, consumers’ personality needs will be further excavated, and diversified and personalized consumption will continue to become a hot spot for consumption.
3 “Sugar -free” beverage rises
In 2020, consumers seem to have “sugar -free worship”, sugar -free, low sugar, low card and other concepts set off the beverage industry. New trend. rn rn 以元气森林为代表的新饮料品牌在这一年实现了强势崛起,从无糖气泡水、无糖燃茶到低糖低脂乳茶,再到无糖酸奶、无Sugar electrolyte water continues to increase the SKU (single category) hopes to use the “sugar -free worship” to expand the market.
With the development of the times, the standards of new generations of consumers have become more complete and more refined by the standards of self -health management. External factors such as the increasing environmental deterioration and frequent diseases of the disease also challenged the sensitive nerves of the public daily.
. At the moment of people’s general “health anxiety”, how to implement health management from daily life has become a potential demand for people. This is the key to the full rise of “sugar -free” beverages in 2020. On the other hand, the new brand is more likely to grasp young consumers by launching interactive marketing methods such as super IP joint models, popular V live broadcast rooms, film and television entertainment programs, writing and elevator advertising.
The vitality forest’s momentum set off a chain reaction in the beverage industry. Under the cognitive potential of “sugar -free” consumers, traditional beverage brands such as Nestlé, unity, Xiangpiao, Mingren and other traditional beverage brands It has also begun to launch sugar -free drinks, and current drinks have also launched sugar reduction and microfotal versions. Overnight, “sugar -free” seems to become the mainstream of the drink industry.
With the advent of the new consumption era, people in diet consumption, “health” has become an increasingly important reference factor for mass consumption. In this context, how long the concept of “sugar -free” can be popular seems not important, and healthy catering represented by sugar -free will occupy the mainstream for a long time in the future.
4 “Shake” brand becomes a big air outlet
“shaking” brand. It is a promoter that appears from a large number of “Amoy” brands from the traditional Internet period. It is also 2020. One of the most important phenomena of the annual consumer market -a market trend prediction caused by live broadcast and goods, not only refers to the “Douyin” platform with goods, but also other live broadcast platforms such as Kuaishou.
In early 2020, after the outbreak of the new crown pneumonia, the entire network set off a wave of live broadcast and cargo, from the agricultural sales of agricultural products to the agricultural product to the agricultural product, to the expansion of the digestion and sales channels of merchants, from professional anchors to celebrities to bring goods Star and celebrities have settled in a full -time sales anchor. For example, Luo Yonghao entered Douyin, and the top actress Liu Tao entered Tmall Julu. Live e -commerce became another necessary traffic giant pond for mobile Internet business.
but they are just at the level of cargo. As far as the company is concerned, how to consider how to obtain these traffic directly, especially the new traffic platforms such as Douyin.
In the domestic epidemic situation from the most severe period, we can see that live broadcast goods have quickly become a normal state. Many brands have regarded the live broadcast platform as an important position for the next development. Strong energy and dive your heart.
The bag company Karajan, a luggage company in the south, as an example. This is an old -fashioned company that has established more than 20 years. Because of the impact of the epidemic in the first half of the year, the offline store was directly affected. Karajan was looking for a professional anchor to bring the goods.
In the founder of Karajan, at that time, it was necessary to solve the inventory problem and solve the problem of corporate survival in this way. After being aware of the energy of the live broadcast of goods, bringing the goods has become a phased operation of Karajan as a live e -commerce company. What it really has to do is to sell the goods by themselves and operate it by themselves. Essence
At the 2020 Douyin Enterprise Ecological Conference held in November last year, Douyin announced the data that Douyin Daily Living Households have reached 600 million, and the use of users with more than 30 minutes accounted for 35%. Since 2019, the number of Douyin companies has increased from 1 million to 5 million, which does not include the number of corporate founders settled in with personal accounts.
The third -party institution also released such a set of data. The average daily use time of Douyin users is 44.16 billion minutes -nearly 90,000 years. Obviously, this is a large air outlet that must not be ignored. New traffic dividends are also necessary actions for the brand to approach users.
5 New Energy Vehicles concentrated
The explosive product in the field of new energy vehicles last year. Wuling Hongguang MINI has been listed for half a year. The monthly sales have exceeded 30,000 vehicles, 7 From the month to November, it has sold more than 77,000 units, becoming the only new energy model in China that has exceeded 30,000 units in a single month since 2020.
If new energy vehicles are undoubtedly one of the most watched areas in recent years, and more and more new forces of car building have joined the war. In addition to Weilai, ideal, Xiaopeng, Weima, Nezha, Dragonfly, etc., which is more familiar with Volkswagen, Evergrande Hengchi also released a number of new cars last year. The ideals and Xiaopeng, which listed in the United States in July and August 2020, also gained the favor of the capital market. They are already car companies with a market value of more than 10 billion US dollars. The market value of energy vehicle companies has exceeded the sum of the market value of Mercedes -Benz and BMW.
although Tesla’s domestic production has constituted a certain impact on domestic new energy vehicle companies, from the perspective of sales, since July last year, Weilai, ideal and Xiaopeng’s three major vehicle construction forces have Representatives have obvious sales growth, and market attention is high.
. More importantly, except for BYD and Geely, which have long been involved in new energy vehicles, they have released new cars. In 2020, a large number of players entered the venue. Starting from mid -year, Dongfeng Group The launch of Lantu, Changan Automobile announced that it was building a new high -end smart car brand with Huawei and Ningde Times. SAIC Group joined forces Zhangjiang Group and Alibaba to launch smart cars. High -end brand.
The new energy vehicle is not just the competition of car companies. Traditional car companies, new energy vehicle companies, and technology companies have entered the bureau.
In the past 10 years, under the outbreak of the mobile Internet, the air outlets appear frequently and the bonus is turbulent. This is a process of large waves and sandy sandy sandy sandy. It is also the process of accumulating potential energy and experience. In 2021, the beginning of the next ten years, we look forward to that more beautiful things will happen in the consumer field.
[Error correction] [Responsible editor: Bai Yuchen]
Source: China Women’s Daily
In countless “black swan” incidents, we have undergone a big test with the Chinese economy in 2020. Under the pressure, we see the dawn: consumption has become the “cornerstone” that stabilizes the national economy in the past year; See the future direction. So, what are the unforgettable moments in the field of big consumption in the past year? In the new year, they may continue to lead consumer trends.
1 “Her economy” is turbulent
In 2020, there are two TV series and a variety show. “Sister” has been on the hot search one after another. Female theme film and television dramas and variety shows have always been available, but in 2020, it broke out. Among them, “Thirty” has become the annual “drama king” of the year of the year with a total playback volume of 6.76 billion. Essence
behind the fire of the two TV series and a variety show, it is the turbulent of “her economy”. The market’s overall importance to women consumer groups has been increased to a new height again.
“She economy” is not a new word. In recent years, female consumption has been highly valued. According to research reports, the number of female users in China exceeds 530 million, accounting for 45.4%. In terms of active users, female users active exceed 100 million, accounting for 58.5%, which is higher than male users. The volume of women’s consumer markets is also larger, covering all -round categories such as shopping, entertainment, maternal and infants, sports health, etc., and grow rapidly every year. Studies have stated that by 2022, the new consumption of “her economy” is expected to reach 8.6 trillion yuan.
In 2020, outside the mother and infant market, women’s health, pets, tea and other fields, women have increased significantly in their own consumption. Especially during the epidemic period, you can see the global scope worldwide. Among the best -selling products in the inside, body -shaping, yoga mats, beauty products, sports and leisure products (such as yoga fitness pants that are popular among young women now) and pet products are all on the list. Women are undoubtedly the most important of these products Consumer groups. Including the game market that has always been male -dominated, more and more female players have been.
If according to the age group, “post -75”, “post -85” and “post -95s” women are the main force of “her economy”. The “post -75s” crowd pays more attention to quality and services, pay attention to taste and identity symbol; “post -85s” attach importance to the trend, and daily consumption takes into account quality and cost -effectiveness; Pay more attention to personalized consumption with interest. But in any case, the tide of “her economy” is coming, grasping the needs of women, and seizing the general trend of consumption.
2 “Houlang” has become a new consumer forces
in 2020, the consumption power of young people in generation Z is inadvertently becoming the mainstream.
The video called “Hou Lang” pushed the stations and the young people of generations in the past year to the forefront. In the sound of disputes, the “Houlang” began to become the main consumer market.
In the past year, trendy toys represented by blind boxes have become the topic of the public. Station B has also broke up. The public began to understand the preferences of more and more young people.
of course there are some content that is not in -depth: two -dimensional, animal circle, Hanfu circle, transition circle, valley circle, baby circle, shoe ring, jk circle … no matter you know I do n’t understand, the existence of these more niche and trendy trends undoubtedly supports one huge consumer market after another.
“post -95s” and “post -00s” have gradually moved towards the workplace in the past year, and the purchasing power of the new generation of consumer groups has increased. my country’s “post -90/00” population has reached 340 million. As a new generation of nearly a quarter of my country’s total population, it is gradually becoming the backbone of the consumer market.
It’s segmental data, Chinese catering consumers account for 51.4%of the “post -90/95”. And traffic high.
The consumption concept of “Houlang” is clear. They have high acceptance of local brands and show personalized and diversified characteristics for product demand. Development brings unprecedented opportunities. With the rapid development of the digital economy and the enhancement of young people’s independence, consumers’ personality needs will be further excavated, and diversified and personalized consumption will continue to become a hot spot for consumption.
3 “Sugar -free” beverage rises
In 2020, consumers seem to have “sugar -free worship”, sugar -free, low sugar, low card and other concepts set off the beverage industry. New trend. rn rn 以元气森林为代表的新饮料品牌在这一年实现了强势崛起,从无糖气泡水、无糖燃茶到低糖低脂乳茶,再到无糖酸奶、无Sugar electrolyte water continues to increase the SKU (single category) hopes to use the “sugar -free worship” to expand the market.
With the development of the times, the standards of new generations of consumers have become more complete and more refined by the standards of self -health management. External factors such as the increasing environmental deterioration and frequent diseases of the disease also challenged the sensitive nerves of the public daily.
. At the moment of people’s general “health anxiety”, how to implement health management from daily life has become a potential demand for people. This is the key to the full rise of “sugar -free” beverages in 2020. On the other hand, the new brand is more likely to grasp young consumers by launching interactive marketing methods such as super IP joint models, popular V live broadcast rooms, film and television entertainment programs, writing and elevator advertising.
The vitality forest’s momentum set off a chain reaction in the beverage industry. Under the cognitive potential of “sugar -free” consumers, traditional beverage brands such as Nestlé, unity, Xiangpiao, Mingren and other traditional beverage brands It has also begun to launch sugar -free drinks, and current drinks have also launched sugar reduction and microfotal versions. Overnight, “sugar -free” seems to become the mainstream of the drink industry.
With the advent of the new consumption era, people in diet consumption, “health” has become an increasingly important reference factor for mass consumption. In this context, how long the concept of “sugar -free” can be popular seems not important, and healthy catering represented by sugar -free will occupy the mainstream for a long time in the future.
4 “Shake” brand becomes a big air outlet
“shaking” brand. It is a promoter that appears from a large number of “Amoy” brands from the traditional Internet period. It is also 2020. One of the most important phenomena of the annual consumer market -a market trend prediction caused by live broadcast and goods, not only refers to the “Douyin” platform with goods, but also other live broadcast platforms such as Kuaishou.
In early 2020, after the outbreak of the new crown pneumonia, the entire network set off a wave of live broadcast and cargo, from the agricultural sales of agricultural products to the agricultural product to the agricultural product, to the expansion of the digestion and sales channels of merchants, from professional anchors to celebrities to bring goods Star and celebrities have settled in a full -time sales anchor. For example, Luo Yonghao entered Douyin, and the top actress Liu Tao entered Tmall Julu. Live e -commerce became another necessary traffic giant pond for mobile Internet business.
but they are just at the level of cargo. As far as the company is concerned, how to consider how to obtain these traffic directly, especially the new traffic platforms such as Douyin.
In the domestic epidemic situation from the most severe period, we can see that live broadcast goods have quickly become a normal state. Many brands have regarded the live broadcast platform as an important position for the next development. Strong energy and dive your heart.
The bag company Karajan, a luggage company in the south, as an example. This is an old -fashioned company that has established more than 20 years. Because of the impact of the epidemic in the first half of the year, the offline store was directly affected. Karajan was looking for a professional anchor to bring the goods.
In the founder of Karajan, at that time, it was necessary to solve the inventory problem and solve the problem of corporate survival in this way. After being aware of the energy of the live broadcast of goods, bringing the goods has become a phased operation of Karajan as a live e -commerce company. What it really has to do is to sell the goods by themselves and operate it by themselves. Essence
At the 2020 Douyin Enterprise Ecological Conference held in November last year, Douyin announced the data that Douyin Daily Living Households have reached 600 million, and the use of users with more than 30 minutes accounted for 35%. Since 2019, the number of Douyin companies has increased from 1 million to 5 million, which does not include the number of corporate founders settled in with personal accounts.
The third -party institution also released such a set of data. The average daily use time of Douyin users is 44.16 billion minutes -nearly 90,000 years. Obviously, this is a large air outlet that must not be ignored. New traffic dividends are also necessary actions for the brand to approach users.
5 New Energy Vehicles concentrated
The explosive product in the field of new energy vehicles last year. Wuling Hongguang MINI has been listed for half a year. The monthly sales have exceeded 30,000 vehicles, 7 From the month to November, it has sold more than 77,000 units, becoming the only new energy model in China that has exceeded 30,000 units in a single month since 2020.
If new energy vehicles are undoubtedly one of the most watched areas in recent years, and more and more new forces of car building have joined the war. In addition to Weilai, ideal, Xiaopeng, Weima, Nezha, Dragonfly, etc., which is more familiar with Volkswagen, Evergrande Hengchi also released a number of new cars last year. The ideals and Xiaopeng, which listed in the United States in July and August 2020, also gained the favor of the capital market. They are already car companies with a market value of more than 10 billion US dollars. The market value of energy vehicle companies has exceeded the sum of the market value of Mercedes -Benz and BMW.
although Tesla’s domestic production has constituted a certain impact on domestic new energy vehicle companies, from the perspective of sales, since July last year, Weilai, ideal and Xiaopeng’s three major vehicle construction forces have Representatives have obvious sales growth, and market attention is high.
. More importantly, except for BYD and Geely, which have long been involved in new energy vehicles, they have released new cars. In 2020, a large number of players entered the venue. Starting from mid -year, Dongfeng Group The launch of Lantu, Changan Automobile announced that it was building a new high -end smart car brand with Huawei and Ningde Times. SAIC Group joined forces Zhangjiang Group and Alibaba to launch smart cars. High -end brand.
The new energy vehicle is not just the competition of car companies. Traditional car companies, new energy vehicle companies, and technology companies have entered the bureau.
In the past 10 years, under the outbreak of the mobile Internet, the air outlets appear frequently and the bonus is turbulent. This is a process of large waves and sandy sandy sandy sandy. It is also the process of accumulating potential energy and experience. In 2021, the beginning of the next ten years, we look forward to that more beautiful things will happen in the consumer field.
[Error correction] [Responsible editor: Bai Yuchen]