on "consumption upgrade" and "consumption downgrade". In the face of the current consumer market situation and consumers pursue cost -effectiveness, brands and businesses need to think more about future development layout. In this article, the author interpreted "consumption upgrade" and "consumption downgrade", and expressed his views on the brand's future bets. Let's take a look.
1. Consumption seems to accelerate the differentiation of
consumption. Starting from the sinking and out -of -the -ring business led by Huang Yan , the discussion of consumption upgrade has gradually shifted to the downgrade of consumption. Many students in
are thinking about a question: Is need to increase consumption upgrade or downgrade consumption? Some people in
see consumer downgrade.
discount stores have risen, the sales of the market, and a large number of brands have emerged ... Consumers have begun to rot.
is too similar to the 30 -year -old Japanese market. After the Japanese economic bubble was crushed at that time, the market entered the consumer downgrade channel. The ultimate cost -effective brands such as Uniqlo, , Tang Gikod, Yongwang and other extreme cost -effective brands have risen. Another person in
still believes in consumption upgrade.
National Bureau of Statistics data shows that although in the first half of 2022, the per capita consumption expenditure of residents across the country reached 11,756 yuan, an increase of 2.5%over the same period last year. The corresponding performance of
is that the recovery speed of the Chinese luxury market is faster than the global level. In addition, fast -moving consumer goods such as wine, instant noodles, personal cleaning products, and baby formula milk powder are also constantly moving towards high -end.
seems to have a chance for consumption upgrade and consumption downgrade.
2. Price reduction does not mean that consumer downgrade
price is a tool for product symbolization. This has led many people to the basis for judging consumption upgrade.
But in the actual process, you will find that the price of dynamic is difficult to directly measure the consumption upgrade.
. For example, today's cabbage in your supermarket has increased price, and you think it is the consumption upgrade; the potatoes will be reduced tomorrow, and you start a batch of potatoes. , consumption upgrade and consumption downgrade is not the matter.
is another. For example, since 2008, Fuling mustard has increased by 13 times, and the unit price has increased from 5 cents to more than 3 yuan.
Who is buying Fuling mustard? There are also migrant workers and white -collar workers.
"Migrant workers relied on beer to solve, and white -collar workers drink Starbucks refreshing. But in the matter of serving, mustard is a consistent choice." If
is judged by the price as a consumer, then it is equivalent to our default migrant worker In consumption upgrades, white -collar workers are moving towards consumption downgrade. The view of
is obviously wrong. The so -called "consumption level" of
is actually a description of the consumer structure. In
, we can look at the theory of demand for Maslo.
In this demand -level pyramid, from the bottom, the demand is: physiological, safety, social needs, respect and self -realization. How to judge this consumption level when
?
teaches you a way, open WeChat Alipay , and look at your family expenditure every month structure: catering, clothing, entertainment, medical health, education, etc. Essence In terms of
, the proportion of material consumption is increased, which is a downgrade of consumption; the proportion of service -oriented consumption is a consumption upgrade. From the perspective of overall consumption,
, from 2013 to 2021, the average annual growth rate of urban and rural residential consumption in urban and rural residents in my country was 10.6%. It is expected that by 2025, the proportion of service -oriented consumption of urban and rural residents will increase from 44.2%in 2021 to about 52%.
is not difficult to find that the current national consumption structure is being upgraded by material -oriented consumption -based service -oriented consumption.
3. Pursuing cost performance is by no means a rotten consumption
. Since the consumption is upgraded, what are the rotten consumption you see?
is the better and better business of snack edge materials, but in the first quarter of 2022, the corner snacks on Taobao sold 20 million.
Second is the young food consumer group, exceeding 70 % into youth groups, and over 60 % into middle -income group .
Three is the rise of discount stores, and this industry even runs a unicorn with a valuation of $ 1.5 billion.
people believe that these of them are lying flat.
But as the founder of Pinduoduo , Huang Yan said, "Consumption upgrade is not to let Shanghai people live in the life of Parisians, but people in in the fourth -tier cities of in also have kitchen paper . Eat. "
Similarly, 's so -called product pursuing low -cost and high -quality products does not mean that consumption downgrade .
is undeniable. To a certain extent, the epidemic affects people's consumer behavior and is more prudent of the control of income. But this kind of prudential is that the rational treatment of consumer decision -making does not mean that people's consumer structure changes.
With higher education, as the younger generation has been educated, and under the view of personal, independent and confident consumption, their consumption psychology is no longer obvious, and it is more consumer.
, for example, drinking Starbucks white -collar workers in the office building every day, they are also willing to hold a cup of Honey Snow Ice City on weekends and friends to visit Uniqlo.
is also clearer than the previous generation, what is OEM processing. Therefore, they are willing to find famous foundries on the Internet and buy products with fair quality but cheaper.
they look at the ingredients watches more than the previous generation. Some people in the industry even said that "looking at the ingredients" has become the daily operation of Chinese consumers and one of the performances of consumption upgrade. As for the premium of the brand and brand, young people often respond to "IQ tax, brand tax, cut leeks".
, but none of them can represent consumer downgrade.
is just in material consumption, young people are more strictly examined with demand, consumption attitude and more rational.
's more rational consumption behavior is actually the deep reasons behind consumers.
This also means that the current consumer market has begun to return to business itself. Those brands that create concepts, storytelling, and feelings will eventually be squeezed out by brands with hard power and cost -effectiveness.
marketing inside will turn to the inner roll of the product. Hi Tea proposes to use real milk, Ruixing to declare good beans, gas forest to refuse preservatives ...
and return to the consumption structure, after cautious consumption for eating, travel and health care Health and education and training are ranked among the top three in the consumption list of young people aged 18-25.
has a data that is very unexpected. Contemporary young people spend high in sports, with an average annual consumption of 7237.6 yuan, of which 18.1%of them consume more than 10,000 yuan per year.
young people who eat snack edge corners supplement physical fitness are spent on exercise.
Many times, what you think of is the downgrade of consumption, so what you see is rotten; what you think of is consumption upgrade, so what you see is rational consumption.
is the reality itself.
4. It is undeniable that the problem of thinking about
in the future is that from the current consumer structure expenditure ratio, everyone has indeed relegated consumption. According to data from the statistics of
, in the first half of 2022, the per capita food, tobacco and alcohol consumption expenditure of residents across the country was 3685 yuan, an increase of 4.2%, and the proportion of per capita consumption expenditure was 31.3%. The per capita education, culture and entertainment consumption expenditure was 1037 yuan, a decrease of 7.4%, accounting for 8.8%of the per capita consumption expenditure.
is increasing for material consumption, and service -oriented consumption is declining. But we must also be clear that such a reverse trend manifestation is actually affected by the epidemic situation at the same time. The entire consumer market in
is still in the trend of consumption upgrade, and consumption downgrade is only the "retreat" in the "retreat".
The late famous industrialist Inamori once said that will use the future to look at the problem . When
is 27 years old, when the giants have left the remaining orders, most of them have high technical requirements, and they even need to be supported by the entire industry chain.
later said in his autobiography: Whether it is a business, or an individual, the ability to be considered in the future.First decisively set the goal higher than your ability, and make up your mind to complete it at a certain time in the future; then think about specific methods to improve your ability to achieve your goals.
is the same in other operations. does not think about market development in the future, and the brand has nowhere to find new business opportunities.
is now moved up to the starting point of Maslo's demand level at the level of Maslo after the 80s and 90s.
benefits from this, the focus of Chinese consumption still maintains dual steering:
- is one of them, from commodity consumption to service consumption. consumption diversification, brand niche, and market segmentation will become a general trend.
- Second, shift from physical consumption to information consumption . film and television, games, animation, social, video live broadcast, knowledge payment and other online information consumption flourish, the consumption demand has taken away consumer demand from physical consumption.
5. Write at the end of
at the end, I still want to show my position.
When you are between "consumption upgrades and consumption downgrade", do not know where to put energy, please unswervingly choose consumption upgrade.
also needs to be clear. The consumption upgrade is not simply increase the price, but to meet the needs of users at all levels.
is like the upgrade of coffee consumption set off by Starbucks, not because he sells 5 coffee at the time to $ 5, but that he meets the social needs of third space in addition to drinking.
As for the current temporary consumers rotten, it is not worthy of our mental internal consumption.
Author: Huang Xiaojun, Editor: Mu Jiu Jiu, Public Number: Satisfaction Company (ID: MyGSOK)
This article is published by@h h h. The CC0 protocol
This article only represents the author himself. Renren is the product manager platform only provides information storage space services.
