Post 00's shopping is about "personalized consumption"
25 dollars of fire clown oranges, imported Chelsea from Chile, 68 dollars of fashionable cotton pants, back to the brand new pops shoes, LEGO ...... Zhang Xiaofei is a 985 university undergraduate student in Beijing, and is also a member of the Pudong Duo shopping center, which is the largest shopping center in China. Zhang Xiaofei is an undergraduate student at a 985 university in Beijing and a heavy user of Pinduoduo. She confessed that at the beginning of the pit, was pulled by a friend "cut price" Chelsea, and later found that Pinduoduo for fresh produce personalized intelligent push is very touching. The living expenses given by her family are 2,000 yuan per month, and in today's rising prices, she can always find a fashionable "play" on Pinduoduo that suits her, with tens of billions of subsidies, coupons,......, and adding favorite products to the collection bar, in pursuit of good goods that are not too expensive, and cost-effective. The demand for the Convention.
Zhang Xiaofei as the representative of the 00 after the good use of fashionable "woolgathering" way to enhance the cost-effective shopping. The research group research shows that fresh produce, food snacks, books and stationery, daily necessities, electronic products, clothing, shoes and hats, etc. are the top ten commodities with the highest spending after 00. According to Pinduoduo released "after the college entrance examination" consumption data, in July 9, 2020, the first day of the end of the college entrance examination, the platform of digital products sales rose by more than 210% compared with the previous day, which can be seen in the field of electronic products of the new young people's spending power.
Take Hanbok consumption as an example, according to industry data, in 2020, China's Hanbok industry maintains a high growth trend. The scale of Chinese Hanbok enthusiasts has maintained a high growth of more than 70% for four consecutive years, and has exceeded 3.5 million people, and the market sales in 2019 exceeded 4.5 billion yuan, in other words, 3.5 million people contributed to the 4.5 billion market, 83% of which are under the age of 24.
The report shows that with the development and change of the epidemic situation, the residents' attitude towards consumption has changed, and cost-effective, high-quality or become the future trend of pursuit.
The research data of the subject group on the online shopping behavior of 00 after the study shows that 00 after the online shopping is also in line with the "cost-effective, high-quality" mainstream consumer development trend. The main online shopping product categories they favor include local life services, fresh food, games, electronic products, etc. Among them, the proportion of "fresh agricultural products" purchased on Pinduoduo and other integrated e-commerce platforms and vertical fresh food platforms is significantly higher than that of other groups, while notebooks, handbags, anime peripherals and Chinese costumes with secondary elements also have a higher sales index in Pinduoduo.
The report finds that the proportion of online purchases of "fresh produce" is significantly higher than other groups.
The report argues that the post-00s are the aborigines of the mobile Internet era, and a generation that grew up in one-child nuclear families along with economic development, with a high sense of independent consumption, consumption ability, and a more distinctive consumption philosophy, and a greater tendency to quickly adapt to new media technologies and new business and consumption models.
80% of post-00s use Pinduoduo for half an hour a day on average
The report found that Pinduoduo is becoming the fastest-growing e-commerce platform for post-00s. The report analyzes that, in the "personalized consumption" of the post-00s, more attention is paid to the fun of shopping, and that the characteristics of the group, live shopping, and social sharing with acquaintances are all new consumption patterns spawned by the new interaction patterns in the Internet era.
The research data shows that when buying goods, only 10% of post-00s will choose to buy anonymously; more than 80% of post-00s will share their own real evaluations in a small circle, and open up a unique space to show their own selves in the comment area, and for shoes, bags, clothing and beauty orders, they will also be generous enough to put on the original picture of the sun to show the "buyer's show" for others to refer to. "The first thing you need to do is to get your hands on a new one, and you'll be able to do that.
In the Jinduoduo platform happened on the "19 dollars fashion T-shirt" story, without any promotion, this one T-shirt in 10 days sold 100,000 pieces. This is an interesting scene. An internship in the company's female college students, in Jinduoduo buy this cotton T-shirt, that cost-effective, so recommended to the university students and colleagues, but also in the small circle of sharing, coupled with the "follow the single grab red packets" platform game, this 19 yuan cotton T-shirt from a single point of fission to the periphery, which led to a wave of The purchase of the trend.
According to the National Household Electric Appliances Industry Information Center research, Pinduoduo in the female users, student group portrait, the proportion of users are higher than the overall e-commerce nearly ten percentage points. Among them, the new youth are fans and advocates of various small home appliances, especially net red small home appliances products, and present the characteristics of circle social promotion.
The report takes the new e-commerce platform Jinduoduo as an example, which integrates C2M design with its social business platform to correlate individual manufacturers and factories with consumers' intrinsic needs (e.g., geographic location, preferences, and behaviors), thus achieving a very competitive price level for users, and thus providing real-world support for price-sensitive groups, such as the new youth of the post-00s, to achieve a new consumption model.
The report concludes that the consumption concepts, habits, and patterns of new youth groups represented by the Post 00s are leading the vigorous development of the new economy, new consumption, and new life.
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