The upgrade of taste and the rise of the “national tide” are becoming the vane of the new wave of detonation consumption in 2019.
Editor’s note: This article comes with WeChat public account “Li Meng” (ID: imslimeng) , author Li Wei, founder of IMS. Authorized to reprint.
A few years ago, many young people faintly formed such a life attitude: wearing a T-shirt, playing with a millet phone, making a bubble of coffee, a meat clip, only eating the young master, the pancake fruit must be yellow Taiji, about dinner. Carved sirloin… Everywhere is a business seminar. There are always open classes at Yale. I know that there are countless shells, and BAT’s big picture is well-known. Everyone talks about Internet thinking. It seems that this is the pace of the times.
If you were there, you might have to squeeze the subway every day.
Today, you may feel ridiculous, including the red-orange pancakes, the eagle burdock and other net red brands, which have also disappeared. Based on your current tastes, you may not have seen these over-the-air nets.
Yes, your taste has been upgrading.
Some classic online red brands are a visual refraction of your taste upgrade.
It can be seen that the upgrade of taste and the rise of the national tide are becoming the vane of the new wave of consumer detonation in 2019.
A lot of young people began to apply the scent of the white rabbit toffee, put the beauty of the Forbidden City on the face for six hundred years, and put the taste of the Liushen dew into the wine, in addition to the Luzhou Laojiao. Perfume, Tsingtao beer jacket, Laoganma sweater, Ma Yinglong lipstick, Huang Cuixian oil fermented milk… This emerging popular temperament seems to be guiding the consumption trend of an era.
01. The taste upgrade is already something that can’t wait
The University of Lakeside began to pay close attention to the network red e-commerce in 2016. At that time, some people asked Zeng Ming (educational chief): Why is there no network red in the United States and Japan? Business?
The preliminary conclusion is that there is no consumption upgrade in the United States and Japan, because the US consumption upgrade was completed in 1920, and Japan was probably from 1970 to 1990, and it took 20 years to complete the consumption upgrade.
So, the domestic consumer marketWhat is the situation?
In the macro view, the per capita national income of mainland China has experienced 20 years from 1,000 US dollars (2000 years) to 10,000 US dollars (2020).
In the meantime, people born in 1990 are almost 30 years old, and gradually enter the middle age stage after 70s and 80s.
The traditional consumer brands are almost all aimed at middle-aged people (formerly young people). The mainstream consumer groups have changed, and consumer brands are bound to achieve a comprehensive upgrade in mind, emotion, and cognition.
Microscopically, different data sources are very illustrative based on different perspectives:
Alibaba and Tenpay data show that the consumption power after 00 is beyond your imagination, even if you have not yet entered the workplace, but this group has received red envelopes in WeChat and Alipay, and many people have a deposit balance of more than 3,000 yuan.
In another five years, they will become the main force in the consumer market, and consumption is rarely a popular brand.
The Boston Consulting Group has research data. 2017 is an important turning point for Chinese class rotation. People with monthly income of 800-1200 US dollars began to decline gently. People with monthly income of 1800-3400 US dollars began to increase rapidly, with monthly income of 3400. The growth rate of people above the dollar has begun to accelerate.
The consumer market is beginning to tilt towards middle- and high-income people, and the brand is accelerating toward exquisiteness.
Sequoia Capital even believes that the biggest focus of China’s consumption upgrade has turned to third- and fourth-tier cities.
Because they don’t have to face such high housing prices and children’s extracurricular training expenses, they also have more spending time. The concept of consumption tends to be more refined and personalized, and the strong willingness to express themselves on consumer brands has driven The rise of many niche boutiques.
Changes in age, changes in income, and changes in the consumption ecology of different gradient cities all point to a basic fact that tastes are escalating and can’t wait.
What is consumer taste?
When a woman got on the plane, she put the counter of the counterfeit LV she bought on the rack, and there was also a LV box next to it.
After the plane, the lady took the other person’s box down. The man next to him reminded her very friendlyly: “Miss, you took the box wrong.”
“Sorry, the two are the same, so I got it wrong.”
The man gave her a cold look: “Is it the same?”
The woman’s feelings are self-confident.
This difference in taste is not only a visual factor, a tactile factor, but a special sensitivity of various details.
AnnaSui make-up brand founder Anna Sui has a famous saying: “The nuances revealed