s=”image-wrapper”>
Picture / Japanese food that Song Ying and her boyfriend ate
Usually, they eat out two or three times a month on average. In February of this year, Song Ying’s school was on winter vacation, and her boyfriend’s company was not busy. The two went out for dinner about 10 times. “Equivalent to spending nearly one-third of the monthly salary.” Song Ying said.
Song Ying saw that many of the restaurants in the mall were young people like her. Whenever there is a holiday, there is a long queue in the restaurant.
On Valentine’s Day, Song Ying and her boyfriend arrived at the mall restaurant at around two o’clock in the afternoon. When they checked the number, they found that there were four tables in front of them. They waited for about 15 minutes to have dinner.
As many people working in first- and second-tier cities return to their hometowns, they have also brought back their original lifestyle. This is also an opportunity for the catering industry in the sinking market.
Two years ago, Huang Yue, who worked in Beijing, returned to his hometown in Gu’an, Langfang, and his salary plummeted to one-third of the original. But her consumption habits have not changed much.
Because Gu’an is close to Beijing, Huang Yue usually makes appointments with friends in Beijing when shopping and eating. After listening to friends in Beijing talk about new restaurants they have discovered, she will also make plans to eat.
“Although the salary is low, the cost of food and drink will never be downgraded.” Huang Yue said.
2, second-hand luxury goods “true fragrance”
In addition to eating, drinking, and entertainment, some young people in small towns have also begun to pursue higher levels of consumption, such as luxury goods.
I don’t know when Song Ying found out that all her friends had bought luxury goods. When shopping, she often sees exquisitely dressed girls carrying famous brand bags such as LV. Song Ying also has a friend who bought a Chanel bag. When attending a friend’s wedding once, she also saw a mutual friend wearing Chanel earrings.
Luxury products are slowly entering the lives of young people in small towns.
With the popularity of the Internet and the rise of short video platforms such as Douyin and Kuaishou, the differences in aesthetics and consumer concepts among young people in different cities are shrinking. Young people in small towns have also begun to improve their quality of life, pursue a better lifestyle, and even buy valuables to pack themselves.
“However, since most young people in small towns have just entered the workplace, their financial strength is not that strong. It is not realistic to often go to luxury goods counters or fly to a certain city to buy luxury goods. Therefore, second-hand luxury goods with higher cost performance Just enterThe sight of young people in the town. “Liu Jingjie, founder of Luxe Interchange, said to the “frontline of entrepreneurship.”
For young people, especially those born in the 90s, the family burden is not heavy, and their parents are more open-minded in consumption concepts. Coupled with the influence of friends around, they are willing to buy second-hand luxury goods. “Buying one or two pieces a year is completely within their affordability.”
The price-performance ratio of some second-hand luxury goods may be higher than that of some cheap brands. This is also the reason why young people in small towns are willing to buy luxury goods.
“For example, you can buy a second-hand LV bag for two or three thousand yuan. A cheap bag at a local mall is also a thousand yuan less. And some luxury goods can keep their value, if the customer doesn’t like it, you can Use it to exchange for other styles. In this way, second-hand luxury goods are very cost-effective.” said Yueyue, a franchisee in the luxury circle in Fushun, Liaoning.
She added that the specific redemption price depends on the use of the package and market conditions. “If it’s a hot money, basically you won’t lose money. But if you use it for a long time, you may lose some prices. If there is no wear and tear, the price will not change much.”
Most of Yueyue’s local clients in Fushun are young people, such as young mothers, white-collar workers and college students. She found that some customers love to “toss”. “Customers often come to redeem, and even some young people, change other styles every few days.”
Yueyue said that her clients spend about 3,000 to 4,000 yuan per capita, which is basically the same as the local wage level. Relying on this small shop, she can reach more than 200,000 yuan per month when her income is high.
Luxury products may usher in an explosive period in the sinking market. After realizing this, from the beginning of 2020, Liu Jingjie has expanded his business to non-first-tier cities.
“Today, the luxury trading circle has more than 40 stores in the sinking market, and more than 50 are in preparation. 60% to 70% of the transaction volume comes from the sinking market.” Liu Jingjie said. This data just confirms the consumption potential of the sinking market.
This year, she will continue to lay out the sinking market and plan to open 500 stores.
3. Beauty business blossoms
However, there are also young people in small towns who don’t care about whether they own luxury goods.
“Thousands of dollars might as well be used to buy two beauty instruments.” A friend of Yangyang said. Compared with a small number of young people in small towns who buy luxury goods, most people are more concerned about how to become beautiful.
The easiest and more direct way is to do manicures, eyebrow tattoos, and artificial eyelashes.
In Dejiang County, Guizhou Province, Liu Fan often does these projects. “The nail art is changed about once a month, and the false eyelashes are planted about once a month or two, just to look good.”
The consumption of these items is not high, and it is within the range that Liu Fan can bear. “niceA and kind of false eyelashes are about 100 yuan each time, as long as they fall off, I will do them again. “In her opinion, these are very common items, just like daily makeup.
Liu Fan said that many women in their county have done projects such as manicures, eyebrow tattoos and false eyelashes. “They have makeup conscious, but they are too lazy to make it regularly or not well, so they are willing to do this kind of project.”
If you want to go further in beauty, young people in small towns usually choose to buy a beauty instrument or go to a beauty salon for beauty treatment.
They don’t have much expenditure, and they have free time to “kill” time in the beauty salon. As a result, the beauty industry is also popular in the sinking market.
Data from Tmall International on Double Eleven in 2019 have shown that 84% of beauty instrument consumers come from third-, fourth- and fifth-tier cities.
Beauty brands are also blooming everywhere in the sinking market. Public data shows that the beauty brand Fan Wenhua currently has 208 stores in Hebei, 193 in Shanxi, and 77 in Inner Mongolia.
Zhang Xiao, a beautician at the Youmei Makeup Shop in Zhaoping County, Guangxi, is also more and more able to feel the customers’ preference for beauty services.
Zhang Xiao’s customers have a wide range of ages, from 20 to 50 years old, from all age groups. Customers’ favorite items include basic items such as back massage, facial care, and whitening and moisturizing.
“The price of the project is between two to three hundred to one thousand yuan. Customers who spend frequently can come four or five times a month.” Zhang Xiao said.
Usually, Zhang Xiao also talks to customers about the importance of maintenance, allowing them to compare with their peers and see the difference between maintenance and non-maintenance, so as to enhance customers’ emphasis on beauty.
With the enhancement of customer beauty awareness and consumption power, competition in the beauty industry is also intensifying. Zhang Xiao discovered that they had opened several new beauty salons in the county seat. “Customers will go wherever there are events. If we can’t make an appointment here, they will immediately make appointments with other places.” Zhang Xiao said.
When the basic beauty programs can no longer meet the needs of all young people in small towns, medical beauty has become their next goal.
In Zunyi City, Guizhou Province, an anti-aging-based light medical beauty brand Order Medical Beauty officially opened in early March this year.
Its founder, Wang Yue, said that at the end of February, when Order Medical Beauty was still in the trial operation stage, many users came to consult.
“Most users are over 35 years old. This part of the population pays more attention to medical beauty. In addition, there are also many young people, such as those around 25, who come to consult.” Wang Yue said.
Data from the National Bureau of Statistics show that the number of young people in small towns has reached 227 million, more than three times that of young people in first- and second-tier cities. In addition, the average monthly expenditure of young people in small towns is 2,150 yuan, which is not much different from the monthly expenditure of young people in first- and second-tier cities.
Obviously, the interconnectionThe Internet has broken the barriers of cities and classes, stimulated this group of people’s strong consumption power, and also allowed them to see a better life.
*Note: In the text, Yangyang, Song Ying, Huang Yue, Liu Fan, and Zhang Xiao are all pseudonyms; the title picture in the text comes from Photograph.com and is based on the VRF protocol.