The young "lazy house family" is exploding with great consumption potential. The Solomons model (SOLOMO), which integrates the three major consumption engines of socialization, localization and mobility, has become the consumption engine that drives the "lazy house family", or the consumption engine that drives the new consumer group of the "Post-90s". or the "troika" of the "post-90s" new consumer group. Among them, socialization (SO) is based on social media and community as the representative of the self-media, localization is based on localization (LO) LBS geographic location services, and mobility (MO) is based on cell phones, tablets and other mobile platforms to purchase and consume applications.
No socialization, no consumption
As a new consumer group, the Post-90s are active practitioners of online and offline social combination, and they are not lonely dancers in social relationships, as the great abundance of social media has provided young people with enough stage and space for self-expression and life consumption. we? According to the "Digital 2020" released by We Are Social and Hootsuite***, there are 1.04 billion social media users in China, of which 12 million spend more than 2 hours a day on social media and each user has as many as 8 accounts on average. On average, each user has up to 8 accounts.
Social influence on consumption is related to young people's self-actualization
Self-actualization is not only about career success, but also the self-manifestation supported by consumption. At the same time, self-actualization is also a peak experience, that is, the feeling of an intense ecstasy or awe-inspiring emotional experience. "Post-90s" young people live for their moods, and they have their own opinions and persistent insistence on consumption, and "buying" is an energizing remedy for overflowing moods. They are not stubborn in consumption, and are good at borrowing others' consumption experience for their own use and becoming shortcuts in consumption. In the anonymous, semi-acquaintance and acquaintance socialization, young people like to vent their emotions in the anonymous community and pay attention to the protection of personal privacy, but never reject semi-acquaintance and acquaintance socialization, and semi-acquaintance and acquaintance shopping and consumption experience is an important reference for them when shopping.
Social media has its own communication effect, which can promote the sharing and dissemination of information, purchasing experience, consumption experience, and usage tips of commodities. The new generation of consumers has become the "consumer bible" of the new generation of consumers, with semi-acquaintances and acquaintances planting or pulling weeds. Daily social media users are the most trustworthy opinion leaders. "Post-90s" young consumers are more likely to accept product recommendations from everyday users than from industry experts, celebrities, media Vs and brand social media accounts.
Four Levels of Consumer Needs
Overall, there are four levels of consumer needs for "lazy people": the first is to fill up their stomachs with a simple, easy, and tasty meal. The second demand is to realize the automation of life. Consumption of new trends, electric toothbrush, sweeping robots and other household intelligent products to replace manual labor. The third demand is the ritualization of consumption. They enjoy the sense of ceremony in the consumption process, fully interpreting the connotation of "exquisite laziness". The fourth demand is to display and share the results. Through social media or community interaction to complete social demands, show and spread personality life. This is the key to young people's consumption, hunger and satiety take second place to the sense of consumption rituals and social fulfillment become the key, home food, home cooking, home socialization has become the new consumer fashion.
Socialization has become the link between before and after consumption
Socialization has become the link between before and after consumption, and it has become a trend to look for content and learn from experience before shopping, and to spread oneself after consumption. It is for this reason that social media platforms such as Dianping.com, Koubei.com, Douban Interest Groups, and Weibo Topics (hypertext community) have become the favorites of post-90s consumers, and it is only then that life service platforms are playing the social card. Following the launch of the merchant group chat, Meituan around the takeaway scene again to build a social system, called rice small circle. This is a social relationship based on WeChat friends and address book friends, the establishment of social takeaway sharing platform. The gameplay is similar to the circle of friends, except that the content of sharing is limited to takeaway orders (food, desserts, etc.). The new feature, which was also introduced by Taobao in 2021, allows you to share your shopping cart with WeChat, QQ, Weibo, Alipay, and other social software, so that you can enjoy the results of your shopping with your friends.
No quality, no consumption
The new consumer group has shifted from basic material consumption to quality consumption, and is paying for a quality lifestyle, which means that they have higher requirements for product and service quality and consumer experience. This means that they have higher demands on product quality and consumer experience. The diversified consumption of the new consumers and their stronger consumption power have brought growth opportunities for service providers, and product quality driven growth (PLG) has become a reality. Quality consumption has become a new growth curve for service providers as it follows the pulse of consumption upgrading, and it also hits the real needs of the "Post-90s" consumer group. They are willing to spend money on improving the quality of life, and attach importance to values, personalization and experiential consumption. The "expensive" is not a constraint, but the personality, value, and fun are important.
Quality Consumption
The most critical elements of quality consumption are quality, health, safety and image, characterized by obvious features:
Brand first. Heavy brand but not only brand, price sensitivity is low.
Healthy consumption. According to CBNData's "Young People's Health Consumption Trend Report", more than 90% of "post-90s" have a sense of health, and more than half of "post-90s" are on the road to health. They are willing to pay a premium for health, "punk health" is becoming a new trend. A handful of supplements and a handful of pots, anytime, anywhere, fancy mix and match, four seasons of health, eat out of the face, is the reality of the portrayal.
Emphasize the experience. Based on the fast-paced and efficient work and life style, the "post-90s" young consumer group pays more attention to efficient, convenient and happy experience and is willing to pay a premium for it.
Emphasis on non-customer goods. The quality of consumption is not entirely reflected in the immediate needs of the product. The Tmall New Life Institute found that quality consumer goods may not be a necessity, but it is enough to highlight the pursuit of quality of life by young consumers, especially the "lazy homeowners.
The face value of consumption. The consumer is not popular pragmatism, but the popular value of the first. Not only do they require high value consumer goods, but they also pay more attention to their personal value, and focus on the consumption of goods that can alleviate value anxiety, such as luxury lipsticks, perfume, and light medical beauty, which have become the new needs of young consumers.
Credit consumption
"Exquisite poor" is also a choice. For this reason, credit consumption has become a solution for young people's quality life. The new consumer group is developing the habit of credit consumption, the value of credit is far more than the previous generation, more than 99% of the "post-90s" will repay on time. In fact, young people may have vanity and impulsive consumption, but not brainless, they abide by the consumption view > practical > cost-effective > vanity consumption inequality.
Young consumers have different attitudes towards different credit consumption methods, and their satisfaction with credit cards is not high, at 72%, especially for cardholders aged 21-25, followed by cardholders aged 26-30. In addition, they are happy with online installment payment credit consumption. The Post-Epidemic Era Young People's Consumption Trend Report released by Lexin Research Institute shows that 65.6% of people are more willing to consume in installments in the future, and more than 1/3 of other young consumers are willing to expand quality and service-oriented consumption. Lexin Mall is one of the earliest e-commerce platforms in China to launch installment shopping, and has become the trusted choice of 100 million new consumer users for installment shopping. The credit consumption tools, such as Jingdong Baijiao and Ant Chanting, have made young people addicted to Jingdong, Taobao and other e-commerce platforms to consume, and first consumption and then repayment has gradually become a consumption trend.
No convenience, no consumption
According to CTR data, as of June 2021, the total number of monthly active devices on China's mobile Internet reached 1.31 billion, with per capita active mobile devices reaching 1.3, and the average monthly time spent on the Internet on a single day on a single mobile device reached 6.8 hours, and the average number of APPs used on an average mobile device per month reached 25, and the average monthly time spent on a single day on the Internet on a single mobile device reached 6.8 hours. The new consumer group aged 18-34 accounted for 55.5% of Internet users, which can be called the Internet aborigines, and they make good use of the Internet and artificial intelligence to kill weapons, and their consumption applications are becoming more and more extensive. In particular, LBS (Location Based Service), which is based on the user's geographic location, has shown a booming trend.
When a user logs on to an APP or a small program, the user will first be asked to obtain geographic location information, and the service provider closest to the user will provide the service, realizing low-cost and high-efficiency operation. This is true for Meituan Takeout, DDT, and Jingdong Jiajia. For LBS service providers, not only should users be willing to provide geographic location information, it is more important to take user information as the center of their product and service design, to propose a richer full range of life services.
The most scarce and valuable resource for new consumer groups is time. The value of time not only lies in the cost of time and opportunity cost, but more importantly in consumer satisfaction. Successful life services are all based on convenience and efficiency, as the Harvard Business Review says: "Saving customers' time is the biggest secret of service." The cell phone is the young people's efficiency tools, cell phone orders brought one-stop service convenience, so that the "lazy home people" at home or even lying in the quilt can place an order, and wait for the instant arrival of home services.
Meituan, Hungry Mou, etc. provide a platform, multi-scene services, such as takeout, hotels, online car, **** enjoy the bike, charging treasure, community group purchase, community fresh food, instant retail and other services. They are popular among young people precisely because they are full (platformized, one-stop), fast (easy to order, fast delivery), and frugal (lots of discounts, low prices). As the brand claim of Meituan, "Eat, drink, play and be merry, all in Meituan" and "Meituan takeaway, deliver anything fast", Meituan almost covers the daily consumption needs of "90s" young people for eating, drinking, playing and playing, and has become a "national" brand. The company's website has been updated with the latest information about the company's services, and the company's website has been updated with the latest information about the company's services, and the company's services.
Instant home delivery service has become the favorite of the lazy family, solving the needs of young people who are thirsty, hungry, greedy, and in a hurry, and providing home delivery service within the effective service radius at the promised time. Moreover, there are more and more service providers, commodities and service items that can provide instant home delivery, and the effective radius of home delivery service is getting smaller and smaller, and the fulfillment speed is getting faster and faster. From the initial 5 kilometers and 1 hour to 3 kilometers and 30 minutes, and even now 1 kilometer and a quarter of an hour service, everything to the home era has come. Today, the instant-to-home business service providers are more and more, community group-buying e-commerce, community fresh food e-commerce, running errands and flash-to-home business, value-added services business of the home of Nabiao station, etc., the layout of the community within the 1 kilometer circle of life, and even within 100 meters.
According to Meituan's big data, the proportion of revenue accounted for by the catering and takeaway business has reached 56.6%, and 90% of Chinese young people don't often cook. Not only do diversified services empower consumption, but commodities are also powerful, and instant consumption commodities are getting richer and richer. Prepared food categories are enriched, and instant-to-home service platforms are docked through centralized factories + distributors (stores) or centralized kitchens + community kitchens. Brands such as Yihai International, Taste of Heaven Food, Thousand Tastes Central Kitchen, Pot Circle Food Exchange, and Self-Heating Pot have made a push into prepared food, catering to residents' consumption upgrading, accelerated pace of life, and changes in dietary structure, including convenience food (instant heat and instant food) and prepared dishes and compound seasonings (instant cooking). Prepared dishes as a healthy, nutritious, fast food, catering-oriented, family consumption-based, catering procurement as a supplement, this consumer blue ocean is "lazy home people" favorite.
Article: Rare cross-border e-commerce
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