In fact, since 2016, the consumer's replacement cycle has been extended from 16 months to 36 months. According to a research report released by international data company IDC, the shipments of China's smart phone market in the first half of this year were about 140 million units, a year-on-year decrease of 14.4%. The extended replacement cycle just reflects the increasingly rational consumption awareness of young people. This article will briefly discuss five important consumption trends in the near future.
1. The demand for daily necessities is strong
0 The consumer categories of young people on e-commerce platforms have gradually shifted from beauty and skin care and electronic products to daily necessities. According to star map data , during this year's 618, household appliances, cleaning products, etc. became high-growth categories, while the sales of beauty, skin care and perfume and makeup both fell by double digits.
2. Sales of durable consumer goods have increased
Young people are more concerned about relaxing and recreational products and services, such as games, audio and video equipment, projectors, camping equipment, etc. The durability of this type of product can allow young people to experience the cost-effectiveness during long-term use.
3. Investment products for physical value preservation have attracted attention
Due to the instability of the external environment and the huge fluctuations in the financial market, many young people have begun to be keen on physical investment products such as gold and Moutai. The "2021 China Gold Jewelry Consumption Survey White Paper" shows that in 2021, people aged 25-35 account for as much as 75%, and 533 tons of gold were purchased throughout the year.
4. Focus on practical value, second-hand platform transactions are active
According to Xianyu data, the platform users have exceeded 300 million, the proportion of post-90s users exceeds 60%, and the proportion of post-95 users exceeds 35%. The "2021 China Idle Second-hand Trading Carbon Emission Reduction Report" released by Tsinghua University pointed out that the transaction scale of second-hand idle items has exceeded 1 trillion yuan in 2020 and will reach nearly 3 trillion yuan in 2025, and the transaction scope covers almost all categories. Young people are both buyers and sellers on second-hand e-commerce platforms. For example, you can sell your own second-hand electronic products, trendy toys, cosmetics, etc. on the platform, and you will also search for "more cost-effective" children's clothing or picture books.
5. Emotional health foods have become emerging hotspots
According to the data in the "2017-2022 China Health and Health Industry Market Development Status and Investment Prospects Forecast Report", the average annual average annual spend of each permanent resident in my country exceeds 1,000 yuan for health and wellness, while the proportion of young people aged 18-35 is as high as 83.7%. After functional foods with demand for stress management and emotional support were popular in the US market, they began to become popular in China. GNPD database shows that in the Asia-Pacific region, food, beverages and health products involving decompression and sleep aid labels on new product packaging have increased from 0.5% in 2018 to 1.1% in 2021.
In the past, everyone remembered that the appearance of young people spending money in advance and spending money with big hands has become a past trend. Rejecting excessive marketing and firmly establishing the concept of rational consumption has gradually become a life philosophy advocated by the new generation of young people. "Sorry, I won't be the sucker!"
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