What are the new trends in online consumption when the big data report on Internet consumption ecology in China is released？
Xu Junzuo (Xinhua News Agency)
Alibaba’s "Gathering Billion Subsidies" platform launched a new measure to help the poor in consumption, and the table subsidy was upgraded to a special live delivery activity of agricultural products, helping hundreds of poverty-stricken agricultural products such as Gansu’s characteristic industries, olives and peppers to enter the live broadcast room of "Gathering Billion Subsidies", and fully promoting consumption poverty alleviation online.
Photo by Li Xuchun (People’s Picture)
Mao Liping (first from right), the first Internet hospital in Nantong City, Jiangsu Province and the chief physician of the Sixth People’s Hospital of Nantong City, conducted video consultation and watched films for patients.
Photo by Xu Congjun (People’s Vision)
Recently, CBNData released a big data report on Internet consumption ecology in China, which described a new pattern of Internet consumption ecology from four dimensions: consumers, formats, brands and marketing. What new consumption trends are worthy of our attention in 2021?
The demand for health is unprecedentedly high.
The epidemic situation in COVID-19 has given the whole people an open class to raise their awareness of health and hygiene, and it has also accelerated the change of people’s consumption concept, and the demand for healthy consumption has never been higher.
"Alcohol, disinfectant wipes, hand sanitizer, air purifier … … During the epidemic prevention period, many health-related items were added at home. " Ms. Wang, who lives in Beijing, told reporters that although she spent a lot of money, it was still an investment for her and her family’s health.
Bread is the staff of life. The pursuit of healthy diet has become a life attitude of more and more people. The concept of "addition and subtraction" diet has entered the public’s field of vision, and products with low fat, less sugar and high nutrition are more favored by the market. Health care is no longer exclusive to middle-aged and elderly people. According to the survey, the consumption growth rate of "post-90 s" and "post-95 s" in the nourishing health care products market is the most eye-catching, preferring bird’s nest, donkey-hide gelatin and tea.
Not only health products, but also health services are popular. Take online consultation as an example, about 18% netizens have used online registration and consultation services. With the opening of drug delivery service on major platforms, the whole chain of health care services has been gradually opened. During the epidemic prevention period, people’s attention to health risks has increased significantly, and health insurance has accelerated its popularization among young people, sinking markets and blue-collar groups.
At the same time, the long-term "home" life has brought people closer to home, and the consumption habits and demands based on "home" have increased. For example, with the help of VR technology, the habit of buying a house online is accelerated; Sense of science and technology, quality into the direction of space upgrading, smart doors, smart care lights, electric curtains and other products constitute more home scenes; Pet consumption is booming at 1.5 times the overall online growth rate.
"Home economy" continues to heat up
Affected by the epidemic, on the one hand, offline businesses such as restaurants, cinemas and tourism suffered a great impact; On the other hand, the online economy has risen against the trend.
Online education is rapidly spreading. The scale of online education users has exploded, "knowledge charging" has risen, and the public’s thirst for knowledge has greatly increased. According to the survey, post-80s prefer psychological counseling training and career development courses, while post-90s prefer design, animation and IT courses.
Telecommuting has become a necessity. "Cloud office" has changed people’s living habits and working methods to a great extent. The online office platform represented by Nail and Tencent Conference has played an important role in epidemic prevention and control, and has met the office needs of most units.
Online grocery orders surged. All kinds of grocery shopping strategies are widely circulated, and the sales of vegetables, meat, poultry and eggs on major fresh platforms have increased significantly. The strong demand for vegetables has brought fire to community group buying. The data shows that about a quarter of the community group buying users are new users during the epidemic prevention period. It is estimated that the community group buying market will exceed 120 billion yuan in 2021.
Online entertainment is a powerful supplement. New modes such as "cloud tourism", "cloud exhibition", "cloud dancing" and "cloud concert" have opened up new consumption scenes and made up for people’s inability to participate in offline activities. In the cloud, with the help of 3D panorama, AR, VR and other technologies, consumers can not only learn knowledge, but also get a better interactive experience.
"With the application and popularization of a new generation of information technology, new formats and new modes of online consumption are constantly emerging." Zhao Ping, vice president of the China Council for the Promotion of International Trade Research Institute, said that the new format represented by live video has created a new growth point for online consumption of goods and services, and boosted the high growth of online consumption.
Live broadcast with goods can complete instantaneous transformation and become a bright spot in the consumer market. According to the statistics of Tianyancha, there will be more than 28,000 new live broadcast related enterprises in 2020, which is five times the number added in 2019.
New domestic products have risen rapidly.
Looking back at double 11 in 2020, a number released by Tmall is worthy of attention. On the first day of sale, the turnover of 357 new brands topped the list of sub-categories, and the signs of the rise of domestic brands became more and more clear.
Data show that consumers’ attention to China brand has increased from 38% to 70% in 10 years. In this regard, the industry believes that the epidemic has further cultivated people’s awareness and demand for local brands, and the policy orientation of internal circulation and the inclination of production resources have also provided new opportunities for the rise of domestic products.
When it comes to domestic consumption in the Internet age, there is another important factor that cannot be ignored, that is, the main consumption force at present — — Young people such as the post-90 s. A new generation of young consumers have their own unique taste and appreciation, pay attention to quality and experience, and do not blindly believe in big names.
Today, with the increasing homogenization of consumer content, novel and interesting content is more likely to attract young people’s attention. According to statistics, in 2020, the penetration rate of consumers searching for "high value" in various categories was 2.76 times that of the same period in 2019. Being good at telling brand stories, or through the sensory stimulation brought by Yan value, has increasingly become the law of surprise victory for new domestic products.
In the process of consumption, the younger generation likes creativity and interaction. A brand that aims at the demand and constantly introduces new products and always plays with young people will often be relayed to "plant grass" and "Amway" and quickly become an explosion.
The new brand circle powder does not mean that you can sit back and relax. Research shows that young consumers are more willing to try different brands when spending in the same category, rather than buying a single brand many times.
Experts say that new domestic products should keep up with young consumers and the changes in the consumer market in this era. Through the insight and subdivision of consumer demands, we can win the favor of consumers with high-quality and cost-effective products and enhance the core competitiveness of the brand itself.