A must-read every year: analysis of consumption propositions and marketing trends of new main groups

It’s graduation season again. Most of those born in the 1990s and 1995s have gradually entered society. Daily life and consumption are the main themes of the new generation’s social practice. As the main consumer force, Internet natives prefer online shopping. At the same time, they also pay attention to fashion elements and the cost-effectiveness of goods.

As the post-90s generation chooses to find jobs and live in first- and second-tier cities after leaving school, not only because the job opportunities and income ratios are higher than in other regions, but also working in economically and information-developed cities can be closer to their psychological needs for a fashionable and quality life. Therefore, the consumption proposition of the new generation of people in society is not only to love fashion and pursue quality, but also to know how to satisfy their own needs through a shorter distance.

1. Analysis of consumption trends of new groups

As a native of the Internet and a natural user of mobile Internet, I have a keen sense of the changes and trends in the Internet environment. As the new generation enters society, they not only become the main component of the purchasing power of consumer platforms, but also gradually gain more voice on social platforms. The majority of them are the post-90s group aged 20 to 29.

1. Analysis of media selection preferences

The development status of China's Internet applications released by CNNIC shows that the popular functions of short videos and social and e-commerce applications are being rapidly promoted by the market. While content platforms are expanding into e-commerce business, e-commerce platforms are also constantly deepening short videos to optimize shopping scenarios. Social platforms not only continue to deepen their content and e-commerce businesses, but also deeply influence the development trends of the content and e-commerce industries.

2. Shopping information platform trend analysis

The model that combines content and e-commerce can greatly reduce the user's action costs in obtaining content and consuming shopping, which caters to the concept of convenience and efficiency pursued by the new generation in life. Users can quickly obtain references for consumption decisions through online news information, Weibo, public accounts, e-commerce platforms, video live broadcasts and other platforms.

Among them, the channels for social interaction and information acquisition are mainly concentrated on platforms such as WeChat, Weibo, short videos, and news information. Compared with the previous Bilibili and Zhihu, there is a clear downward trend. WeChat and Weibo are the main social and shopping focus scenes. Men prefer to use Bilibili and QQ, while women prefer knowledge sharing platforms and Xiaohongshu.

3. Analysis of scene environment impact

Under the integrated communication trend of mobile Internet, many brands have taken the target audience's preferred scenarios and tendency data as the main reference for marketing and promotion, so as to simultaneously complete information transmission and interactive marketing to potential customers, which not only effectively improves the probability of communication reach, but also provides favorable conditions for marketing follow-up in immediate scenarios.

However, as people dig deeper, they find that there is a problem of random dispersion of traffic in the market. For example, there is a general preference for niche platforms among netizens born after 1990, which in turn causes obvious interference in time occupation analysis. The common way to solve this problem is to use the fan effect of Internet celebrities, stars, and KOLs, as well as to focus on capturing the emotional resonance elements of the target audience in content marketing, to achieve a behavioral pattern of mobilizing traffic attention and focus.

4. Analysis of trends of new consumer groups

The "Consumption Report of Newcomers to Society" released by Nandu Big Data Research Institute focuses on the "newcomers to society" who have graduated and entered the society within 5 years. Its content reveals the consumption characteristics and consumption tendencies of the post-90s generation after entering the society. We will interpret the trends of newcomers based on the report data.

l Research on cost-effectiveness

The post-90s generation not only considers fashion and trends when shopping online, but also begins to pursue high cost-effectiveness in terms of quality and price. The index of quality, price, and brand in the keywords of online shopping big data has increased significantly. During the shopping selection process, most people will make certain price comparisons and participate in promotional activities during normal periods.

Enjoy life and let yourself go

Entertainment and social interaction are consumption areas that the new generation can never do without. In addition to the necessary expenses for life, most of their expenditures will be concentrated on leisure and entertainment, as well as social and romantic activities. This in turn affects the consumption concepts of new people in society towards famous brands and high-end products. This is especially reflected in the post-90s generation in first-tier cities. People with an average monthly income of more than 10,000 yuan pay more attention to improving their quality of life, while people with an average monthly income of more than 15,000 yuan have a more urgent demand for famous brands.

lAppearance is justice, maintenance and anti-aging

The new generation, known as the Buddhists, spares no effort in maintenance and anti-aging. According to data from online surveys and sales, maintenance equipment, skin care products, and health products have become the main components of regular consumption, among which people with higher income capabilities will choose medical beauty. Among them, men tend to prefer physical exercise and health food, while women are more inclined to external auxiliary products.

lSelection of domestic products, enhancement of star power

The confidence of newcomers in society in domestic products is gradually increasing. Under the impact of information, the trust in domestic products has increased to a certain extent, while the favorability has increased significantly. Especially under the influence of many domestic brands' emotional marketing and public relations events, people born after 1990 will not only consider buying domestic products first, but will also select well-known domestic brands in some fields.

The new generation who grew up in the Internet cultural environment is particularly keen on star chasing and IP marketing. It has become a common phenomenon for women to chase TV dramas and celebrities, and the momentum of "her economy" is becoming more and more obvious, while men are obsessed with animation-related products. According to statistics, the areas where the star effect is most obvious are jewelry, women's clothing, shoes and bags. Among the consumers of various brand-name luxury goods recommended by big-name stars, the proportion of women born after 1990 is gradually increasing.

l The game cannot be stopped, and Internet celebrities and idols must be followed

The consumption of new members of society in the cultural field has entered a normal form, and the revenue from mobile games that the post-90s generation is most fond of, such as Honor of Kings and PlayerUnknown's Battlegrounds, has repeatedly set new highs. Under the influence of internet celebrities and idols, women’s resistance to internet celebrities is obviously weaker than men, and their willingness to buy products recommended by idols is higher than that of men.

2. Social + e-commerce model trend

The diversified monetization of social networking and information is the focus of the two industries, and is also the business touchpoint industry that Internet natives pay the most attention to and most frequently contact in their daily lives. Driven by the social e-commerce model, the social industry and the information industry have begun to penetrate social e-commerce into the main consumer groups in society and continue to deeply explore business potential. The gap between these industries is influenced by consumer groups to form a trend of integration, but this is also the current and future development trend. It is also the reason why the two most popular concepts of group buying and community have been integrated in recent years.

1. Group buying concept

Today's social e-commerce model is still in its development stage, and there is still a long way to go before the market matures, which requires exploration and experimentation. The successful rise of Pinduoduo shows its development potential. While differentiating the concept of group buying, it is constantly strengthening the incentive and promotion model of traditional e-commerce, and the social-based traffic model will gradually form an independent publicity and promotion system.

2. Community Concept

The community e-commerce model is a relatively special branch of social e-commerce. It pays more attention to the community's scenario-based marketing concept, combining online and offline scenarios and situations to accommodate precise audiences within the target area. Hema Fresh belongs to this type of community e-commerce.

3. Future trend prediction

First of all, the integration of the above two concepts is one of the future trends. The community group buying e-commerce business is also called community group buying. The most famous domestic community e-commerce models are Hema, Yonghui and Huigou, but the cross-regional platforms in the market are still in the development and incubation stage, while other regional platforms are trying to explore and expand in local or neighboring areas. There are certain differences between the sales model of fresh food and traditional e-commerce. Due to the characteristics of fresh food products, it is extremely difficult to control the loss and quality issues. Products sold by traditional e-commerce have better shelf life and storage conditions. Therefore, if fresh food platforms want to solve such problems, while paying attention to community convenience and timeliness, they also need to control supply chain and pre-sale quantification management issues.

Mainstream trend of scenario-based

Offline scenarios and online pre-sales will be the mainstream development models of social e-commerce in the future. After years of development, online social networking has gradually formed two extremes and one deviation among users, that is, the two extreme tendencies of choosing offline and online social networking and the indifference to online social networking. These phenomena prove that most users are progressing towards the social needs of offline scenarios. The exploration of pain points in offline scenarios by social e-commerce is a feasible development direction for attracting attention to traffic and promoting conversion retention, thereby forming a tendency for online e-commerce businesses to generate dynamic solutions based on the attributes of marketing scenarios.

With the continuous development and support of artificial intelligence AI, big data, cloud computing, and fog computing, industries such as automobiles, tourism, and home furnishings have gradually entered the O2O scenario-based social e-commerce field. For example, Tuhu Auto Maintenance in the automotive industry, Ctrip in the tourism industry, and Haier in the smart home industry are actively exploring this type of offline scenario-based market competitive advantages on the basis of their original business development, in order to gain the upper hand in the competition in online platforms or industry channels.

3. Enlightenment from JD.com’s Commercial Consumption Trends

According to a report by NBD and JD Big Data Research Institute, the national online retail market exceeded 9 trillion yuan in 2018. The report also pointed out that the post-90s generation pursues quality of life, men prefer smart products, and women prefer exquisite life products. The focus on brand quality has become more focused among the new generation, and summarized five keywords for future consumption trends, namely personalized demand, diversified scenarios, borderless retail, digitalization of goods, and the interconnection of all things.

1. Personalized needs

The pursuit of personalization in domestic market demand originated from the stage when the post-85s entered society, and the current market demand is becoming more and more obvious as the post-90s enter society. Private customization and technological innovation will be the main driving force for developing market consumption power.

2. Diversified scenarios

User traffic in the e-commerce industry is penetrating into segmented vertical fields, and the e-commerce industry, led by giants, will develop in the direction of omni-channel, unmanned new retail, personalized customization, and diversified distribution in the future.

The services and experiences in the O2O model will be synchronized, allowing consumers to enjoy convenient shopping experiences both online and offline. For widely distributed merchants, online intelligence and dataization will bring more in-store customers and complete the construction of diversified and personalized marketing models under the trend of two-way integration.

3. Retail without boundaries

The development and application of artificial intelligence (AI), big data, AR and VR technologies will be integrated into consumer transaction scenarios. Future consumer behaviors and scenarios will also develop in the direction of fragmented, diversified and instant offline retail, and will no longer be limited to the consumer concept of shopping on online platforms and physical stores.

On the basis of cross-border, the first thing that needs to be accomplished is to accumulate the scale and quality of offline physical stores, so as to achieve the goal of transforming quantitative change into qualitative change. During this period, it is necessary to comprehensively improve its own business logic, value realization ability, key capability elements and other aspects.

4. Digitalization of goods

Product intelligence is a major trend in global business development. The report suggests that future products will continue to add embedded systems and processing functions based on traditional products to form intelligent products.

On the other hand, we also need to consider the human-computer communication function, the interaction between people and devices, the intelligent interconnection between devices, and the intelligent interactive interconnection between products in multiple fields.

5. Internet of Everything

The early concept of the Internet of Things was the interconnection of all things, but today's new concept has added the key element of people, including the interconnection between people and things, people and the Internet, and things and the Internet. Therefore, future products will generally have the capabilities of collection, calculation, thinking, collaboration, as well as self-optimization, decision-making, and organization. With people as the core, products, resources, and equipment will be organically linked, thus forming a humane and digital model from product production to commercial services.

IV. Conclusion

In the article, the author interprets and lists the research reports jointly released by JD.com and NBD. The main reason is that the concepts mentioned in the report cater to the interaction and relationship between people, machines and the environment in "ergonomics". Human factors engineering is now widely used in related design fields of high-tech products and engineering, as well as its potential impact in today's business world.

According to the trends of mainstream e-commerce platforms, as well as domestic social e-commerce and its derived branch marketing models, the future O2O model may combine AI and big data to assist major brand merchants in entering the community group-buying type of scenario-based target focus, as well as the pan-consumption tendency driven by the celebrity and Internet celebrity effects, or form the shortest marketing distance in pursuit of emotional psychology and regional relationships, so as to complete traffic acquisition, retention experience, customer relationship management, brand promotion penetration, as well as word-of-mouth marketing based on brand image and value, public relations marketing expansion and other rapid landing marketing environment construction and accumulation.

Author:Leon

Source: PR Home