Jiaohuidian News Recently, affected by the new wave of epidemics, teaching at home and working from home have become the norm in everyone's life, and the "home economy" has once again entered the public's vision. According to data from Toutiao Research Institute, it is estimated that by 2024, the total scale of the "home economy" market will exceed 3 trillion yuan. Compared with the beginning of the epidemic, what new changes have occurred in the "home economy", what new business forms have been created, and how have we changed our lives?
switched from being nervous to staying at home calmly
16 On the morning of 16, Yang Qin, who was working in Nanjing, received news of working from home while waiting for the subway. "I immediately returned when I passed the vegetable market on the way and bought orders of vegetables and cooked myself at noon." She said that she had experienced several times of working from home, changing a large desk at home, adding a large screen monitor, and increasing the computer elevated stand. In short, she could "switch" the home mode with one click.
Merchants at the forefront of the market are the first to realize the changes. Ni Minghui, head of Nanjing Sam's membership store, said that after the outbreak of this epidemic, Sam's online and offline passenger flow has undergone significant changes. "Offline passenger flow has declined, Sam's online 'next-day delivery' and 'one-hour fast delivery' has increased rapidly, increasing by about 50%. "
Compared with two years ago, when "staying at home" at home, consumers have also changed their products. "When the epidemic first occurred, many members would stock up on rice, flour, oil, vegetables and meat. Now everyone knows that the market is sufficient for supply and basically purchase it on demand. The changes in such products before and after the epidemic are within 10%, which is a very weak change." Ni Minghui said that recently, several categories of eggs, casual snacks and alcohol sanitary wipes have grown rapidly.
Dingdong Maicai data shows that since March 16, the order volume in Nanjing has increased by more than 50%, and the order volume of some sites has increased by more than 100%. From the perspective of the average customer price, it can also increase by about 50%. Tian Fei, the head of Dingdong Maicai East China, introduced that a full-process cold chain system for storage and transportation fleets with room temperature, refrigeration and freezing multi-temperature strata has been built. During the Knight delivery process, the cold chain will also be safe in the form of insulation bags + ice bags or ice cubes. "There has always been a gap in the Knights." Tian Fei said that the platform is mainly tapping potential internally. In addition, we temporarily introduce a small number of crowdsourcing guys and part-time guys. We strictly follow the requirements of vaccination and nucleic acid testing measures, which also increases the difficulty of related recruitment.
"As the epidemic prevention and control is normalized, the "home economy" has gradually penetrated into people of all ages. In the field of home appliances, consumers' attention to healthy sterilization functions continues to upgrade." A relevant person in charge of Boxi Home Appliances said that in recent years, Boxi Home Appliances has successively launched a number of innovative products with healthy sterilization functions to meet the needs of home cleaning and sterilization. For example, electric vacuum cleaners, sterilization and mite removal washing machines, sterilization and odor removal instruments, etc. are effective in removing animal hair.
The global "stay at home" model has been launched, and overseas consumers' demand for beautification services for courtyards and lawns has increased, bringing opportunities to foreign trade companies. Wang Jiehong, general manager of Suzhou Meilinbei Gardening Co., Ltd., said: "The water lily balls produced by the company are mainly sold to European and American countries. Because they have obtained the "golden sign" of Global Good Agricultural Operation Certification (GlobalGAP), foreign customers are more acclaiming for export products, and orders are getting more than one year." According to statistics from Taicang Customs, from January to February this year, Taicang area exported a total of 1.8427 million aquatic plants such as water lilies, iris, and cattails, a year-on-year increase of 119.89%.
reappears and finds that "peripherals" and "far"
Under the epidemic, the slowdown of the city's "flow" is slowing down, which also allows everyone to "see" the physical space again. Previously, the mobile Internet developed rapidly, and there was a "disappearance nearby". Consumers were accustomed to turning on their mobile phones to buy products "thousands of miles away", but the epidemic has once again made community commerce a focus.
Cai Xiaokai, who lives in Jianye District, Nanjing, recently placed an order for dishwasher-specific dishwasher powder online. "I waited for three or four days, but the express delivery was not moving at all. In the end, I bought it in the supermarket in front of my home. Some express delivery wanted to return it and was told that there was an epidemic in the local area that could not be accepted." In his opinion, every round of epidemic would make him rediscover the surrounding area."You will pay attention to which hospital can do nucleic acid testing recently, which shopping malls and supermarkets can meet daily needs, and when will the vegetable market open and close at the door of your house?"
When the reporter interviewed, Wang Hui, the head of the group buying group of Nanjing Lemeng Shuixie Spring Community, was calling the owners one by one. The packages around him were piled up into hills, and he searched for the owners who picked up the goods from time to time. "In the past, there were no orders, and they were picked up by themselves on the shelf. A few days ago, I found a piece of open space, otherwise the package would have no place to put it." Wang Hui said that now many owners buy a large bag, and the order price is over 500 yuan at most.
Since this year, many businesses have continued to deploy small and near-site stores. For example, Hema Neighborhood, which is a supplement to Hema Fresh Store, recently launched a "door-to-door delivery" service. At the same time, Meituan said that this year, Meituan's preferred businesses will continue to focus on resource allocation and improvement in growth quality. Offline retail stores continue to make efforts, and Rosen will deploy 6,000 convenience stores in China in 2022.
According to McKinsey's calculation, for every unit of online consumption increases, 61% replaces the original demand and 39% is new demand. Yang Jidong, professor at the Digital Economy Research Center and the State-owned Economic Research Institute of Renmin University of China, believes that the development level of "home economy" is constantly evolving, from the initial consumption demand to work demand, entertainment demand and deeper personalized demand.
not only reproduces the "peripherals", but also shows the "distance" that cannot be reached online. Cloud office, cloud fitness, and cloud blind dates are still popular. Data from "China Online Marriage and Dating Industry Analysis 2021" shows that the monthly active users in China's online marriage and dating industry increased significantly to more than 12 million in the second half of 2021, with a compound growth rate of 2.02% from January to November.
The friends and classmates of the young male "old single" Song Yu have successively recommended online dating platforms to him. "The most important thing to pay attention to online dating is to learn to identify the 'traps'. For example, I have clarified a bottom line - no transfer or remittance. After reading the messages and comments on the dating platform, I chose to participate in the probability theory Heartbeat activity, with the registration fee of 59.9 yuan." Song Yu said that the event was seven days in total. The night before the event, the owner of the Heartbeat Cabin brought all registered players in the same city into the group. During the event, different theme days are set every day, and homeowners publish theme tasks every day. "Seven days passed in a flash, and the tasks set up in the hut relieved my previous anxiety, making me more at ease and confident, and believed that I was worthy of being loved. Although I did not find my CP during the event, I met many friends with the same preferences. Everyone wanted to wait for the epidemic to end and make an appointment for an offline party."
temporarily exists or "stay" forever?
Under the influence of the "home economy", home has begun to have "multiple attributes" that can be converted into small offices, fitness venues, etc. at any time. More and more people are accustomed to online consumption and offline close-range purchases. Consumers’ habits are changing, but the new business formats that were born under the epidemic have different “destinations”.
reporter sorted out and found that community group buying, which was once ripe by the "home economy", has come to an end. At the beginning of this year, Didi's Orange Heart Youxuan gradually withdrew from the market; JD.com's Jingxipinpin retreated in many cities, leaving only four provinces and cities business; the "Shihuituan" mini program gradually disappeared in the consumer's WeChat dialog box. In the eyes of many merchants, the demand for buying groceries in the community has not subsided. The simple price competition stage has become outdated, and what is needed is more convenient services and better products.
Pre-made dishes, which were also born in the "home economy", are still popular. Pre-made dishes meet consumers' immediate and convenient needs. A relevant person in charge of Hema Nanjing Region said: "More and more consumers want to cook their own food, but they do not have enough time to buy, wash, cut vegetables, and side dishes, so they are more willing to try pre-made dishes that have been matched. In addition, many families with children tend to use pre-made dishes to solve the problem of not having time to cook for their children." It is understood that under this epidemic, many pre-made dishes manufacturers have made every effort to ensure supply, so that consumers can eat fresh dishes at home.
Not only new business formats are changing rapidly, but hot-selling products are also changing rapidly under the "home economy". Previously, computers, mobile phones, household appliances, bedding, game products and fitness products have become hot spots for the time being, but as the original demand is met, new consumer demand will appear immediately, which puts higher requirements for merchants to grasp the market trends in the instant.
In Yang Jidong's view, after the epidemic, as the economy returns to a "normal" state, the growth rate of the "home economy" will inevitably slow down. However, home consumption cannot completely replace outdoor consumption needs, and online social interaction cannot completely replace offline communication. The revenue growth of enterprises that have benefited from the "home economy" may decrease, but the development of the "home economy" will not end. "Enterprises should not only pay attention to the short-term impact of the epidemic, but also consider which consumption behaviors and habits have changed in the Internet era, improve service quality, solve the consumption 'pain points', and accelerate their own digital transformation."
"Incomplete information infrastructure construction, weak digital foundation in traditional industries, low integration of virtual economy and the real economy, etc. These factors restrict the emergence of new demands and new models of "home economy"." Two scholars, Qi Ji and Lu Zixin, School of Cultural Industry Management, Communication University of China, believe that to promote the sustainable development of "home economy" in the post-epidemic era, it is necessary to build complete new infrastructure to accelerate the digital transformation of traditional industries, create efficient, high-quality and dynamic network scenarios, make up for the shortcomings in the construction of rural infrastructure and public service facilities, and lay a solid foundation for the long-term and stable development of "home economy".
Xinhua Daily·Jiaohuidian Reporter Ding Qianqian Tian Mochi
Picture source: Visual China
Xinhua Daily All-Media Economic News Department Produced by
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