Consumption is self.
Editor’s note: This article is from WeChat public account “ Economic Observer ” (ID: eeo-com-cn)
In the age of social networks, behind the surging consumer vitality is a strong self-assertion.
Consumption constitutes the whole picture of our life. This word is not one of the so-called economic growth troikas. In that context, consumption seems to be our passive behavior to reach an economic target.
Actually, consumption is not a coachman. Consumption itself is a life idea. People consume in order to chase a better life and consume in order to obtain spiritual abundance, basically following the direction of rationality, especially for the new middle class we are studying.
Top-down consumer advocacy and bottom-up consumer propositions are two things that I didn’t want to do. The driving force is the latter, and the result is the former. We used to turn it around in the past.
In recent years, with the continuous updating and iteration of digital technology, consumption channels are becoming more diverse, and consumer opportunities have become ubiquitous, thus releasing huge purchasing power.
But on the other hand, consumers ’requirements for shopping experience are becoming more and more demanding. The traditional“ consumer product ”model has become a thing of the past. The“ consumption scenario ”is the core trend in the digital age.
So, some people predict that the distinction between online and offline will become more blurred in the next ten years. Consumers are increasing the frequency of online shopping, but they are still the same group of people. Instead of giving up offline shopping, they frequently use offline channels, and put harsh requirements on offline scenarios.
We have also received such verification from the report. This is the so-called new middle class. They step on two boats and are compatible with both online and offline. Or returning to consumption itself, they have no difference. Whether it is a physical consumption scenario or a network consumption scenario, there is only one underlying logic: whether it satisfies me.
Consumption is becoming extremely convenient. Socialization and experience have magnified the power of technology, making people overwhelmed. Any of your full attention on social networks may be a consumption inducement by the esoteric merchants. The “spend money” incident is becoming easier than ever before.
So, what this report is trying to reveal is not only people ’s consumption propensity, but also real-time war conditions of merchants. This new battleground is fascinating and thought-provoking for companies eager to receive bonuses for Chinese consumption upgrades and aim to win the Chinese consumer market.
In them, the consumption law has been reset, from the equation of user value = price + selectivity + convenience, to: user value = price (upgrade) + selectivity (upgrade) + convenience ( Upgrade) + Control + Experience.
Today’s consumption is a respect for individual differences. What we need is the accumulation of emotions and true disposition. In this era, humanism is being cared for and worshipped like never before, and future businessmen are trying to gain insight into any of your subtle psychological changes.
These changes have not only promoted the upgrading of consumption scale, but also changed the purchasing decisions of consumers. Some brand-new consumption trends are taking shape, and they are new consumerism.
As the main force of China’s consumer market, the consumption structure of the middle-income class is gradually shifting from “necessary for survival” consumption to enjoyment and development consumption, and expenditures in the areas of house and car purchases, education and training, entertainment and fitness are increasing. For the core forces of the new middle class such as the 80s and 90s, their consumption is more in pursuit of fashion, independence, health first, experience and enjoyment, and the enhancement of self-worth behind it.
At the same time, the consumption behavior and consumption philosophy of the middle-income class are also individualized and rationalized. On the one hand, consumers pay attention to quality and identity, and have a certain brand loyalty; on the other hand, consumers are becoming more “smart”, pursuing “good” rather than “expensive”, and will be based on their income And demand regulate consumption.
In this context, the Economic Observer and the Atour Group joined hands with Beijing Technology and Business University as the intellectual support to jointly create the “Sino-Chinese Product Quality Living Consumption Tendency Survey” report. Based on the relevant literature on consumer economics and 10,000 questionnaire surveys, this report comprehensively analyzes the quality life pursuit and consumption tendency of Chinese and Chinese products after 80-90.
In terms of overall structure, the report is divided into six sections, including the major changes in quality of life and lifestyles, the questionnaire survey and analysis of China ’s new and middle class consumption and production, the characteristics of China ’s new and middle class group ’s consumption and the pursuit of quality life. New trends in quality life consumption of Chinese products, the enlightenment of new middle-class pursuit of quality life on enterprises, and the trend of quality life pursuit in China from the perspective of international fashion development.
From the perspective of content logic, the report first explained the impact of social and economic development on changes in consumer demand, as well as the consumption levels and changing trends of China ’s new middle class, based on relevant literature and theories. A questionnaire survey was conducted to explain the quality of life of the new Chinese products and the degree of matching between the products and services provided by the company. Finally, three new options for improving the quality of life of the new Chinese products were provided to achieve a win-win situation of consumption supply and demand.
(The above data are from a survey by Beijing Technology and Business University)
Report produced by: Economic Observer Newspaper
Shanghai Atour Business Management (Group) Co., Ltd.