Insight into the new trend of consumption ＂2022 People’s Better Life Insight Report＂ was released
With the development of the times and social progress, and the continuous improvement of people’s living standards, people’s yearning for a better life is getting stronger and stronger, and their needs are becoming more and more subdivided and diversified.
Under such an era background, the huge engine and the huge arithmetic are combined with People’s Data and People’s Data Research Institute to jointly focus on the topic of people’s livelihood and launch the first "2022 People’s Better Life Insight Report". As a comprehensive digital marketing service platform under ByteDance, Huge Engine gives full play to people’s insight ability and deeply understands people’s understanding and pursuit of a better life.
The Report shows us 12 expectations of the people for a better life: beauty, education, illness, entertainment, inheritance, support for the weak, convenience in doing things, shelter, food, education for the young, security for the old and income from work. From these expectations, we found some interesting phenomena: in addition to the popularity of popular culture, traditional culture has also given new vitality to generate. Not only the young people who grasp the future consumption trend deserve attention, but also the market consumption potential of silver-haired ethnic groups should not be underestimated.
Traditional culture rises again: beauty and clothing industries glow with new business opportunities.
Today, when "cultural self-confidence" is highly valued, people’s recognition of Chinese culture is increasing day by day, and they actively pay attention to and consume products with traditional cultural elements and national brands.
With the diversification of people’s entertainment, the report shows that in the second half of 2021, the video volume of traditional Chinese operas in Tik Tok increased by 286% and the commentary volume increased by 259%. The sharing volume of cross talk also increased by 248% year-on-year. Traditional forms of entertainment, such as drama, traditional opera and cross talk, bring more surprises to people.
At present, the new generation of young people have a growing sense of identity with China culture, and the national tide is no longer just a cultural symbol. According to the report data, in 2021, the sales of national tide domestic products in Tik Tok increased by 667% year-on-year. In 2021, the consumption of national tide domestic products was deeply favored by consumers, among which the consumption of beauty cosmetics accounted for more than 40%, the consumption of clothing accounted for nearly 50%, and the consumption of luxury goods accounted for nearly 30%. Driven by consumer demand, the domestic brands of national tide entered the fast lane of development.
Under the new economic development situation, the national tide reflects not only the "Chinese style" and the "China tradition", but also the sense of integration and innovation of the country and the nation. Under the new situation, how to tap the development potential of "national brand", balance the new consumption ecology of "domestic brand", and help traditional domestic products rejuvenate, has become a topic of common concern for "trendsetters" in various industries.
The demand for silver hair is becoming more diverse: the old consumer market opens up new business imagination
According to the age structure of the seventh census data, there are 190 million elderly people aged 65 and above in China, accounting for 13.5%, up 4.63 percentage points from 2010. With the deepening of global aging, the "silver-haired economy" will be a huge market, and even become a new blue ocean for economic development.
Do the elderly reject the Internet? The answer may be no. According to the report, as of December 2021, the number of elderly netizens aged 60 and above in China reached 119 million, and the Internet penetration rate reached 43.2%. The silver-haired economy is becoming a field with unlimited potential.
In recent years, the popularity of short videos has made silver-haired people discover the "New World". Today, the time of silver-haired people is gradually occupied by social activities, news and short videos. They not only focus on the content of their inherent preferences such as daily dance, food and scenery, but also pay attention to the avant-garde and trendy content such as gesture dance and special effects.
At the same time, more and more silver-haired people began to try new shopping methods under the influence of the mobile Internet. According to the report, the proportion of elderly netizens who can purchase daily necessities and find information independently has reached 52.1% and 46.2% respectively. This consumer market, once regarded as "low potential and low vitality", has gradually become the next business growth point targeted by brands.
In addition, the report also provides business insight and assistance for many sub-sectors such as beauty, education, home, real estate, catering, maternal and child, entertainment and so on. Facing 2022, the business environment is becoming more and more complicated, and the road ahead may still be full of uncertainties. Under such an era background, how to help enterprises develop for a long time and realize long-term value may give us new enlightenment on the future development direction of China’s business.
At the same time when the report was released, Huge Engine and People’s Data also invited more than 10 heavy guests from different industries and identities, including Liu Chang, editor-in-chief of People’s Data, Zhou Na, vice chairman of China Urban Development Research Association, and Hao Shaowen, a film and television actor, to explain their expectations for a better life as "observers of a better life" and speak together for the people’s better life.
As an important cooperation platform of People’s Data and People’s Data Research Institute, Massive Arithmetic relies on the data advantages of the platform, and uses today’s headlines, Tik Tok, watermelon videos and other content consumption scenarios, and undertakes the advanced data and technical advantages of Massive Engine to output data insights and business trends.
Up to now, Huge Arithmetic has cooperated with more than 60 professional organizations, conducted in-depth research on more than 20 key industries and more than 1,000 brands, and established a perfect system from think tanks, reports, lists, indexes to vertical insights. At the same time, it also aims at the development process of different industries, looking for pain points, tapping the new growth space of enterprises, providing authoritative guidance for brand marketing and helping brands gain new business.
Such a Report covering 1.4 billion beautiful expectations, which is jointly launched by a huge amount of arithmetic and people’s data, is not only writing and leading people’s yearning and implementation of a better life. At the same time, it also provides effective business insight and assistance for brand business operation, so that the future development of the brand can become a brand of good life that people expect and need. (Wang Huafeng/feed)
Source: China Daily.
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