See 2022 ｜ Upgrade, Rationality, Self-satisfaction … Read the new consumption trends in keywords.
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Xinhuanet Beijing, January 14th (Feng Kong, Ren Yuxi) In 2021, the domestic consumer market was diversified and the personalized demand continued to escalate. What will the consumer market in China look like in 2022? Xinhuanet Food Channel combed the eight major trends of consumption development in 2022 and gained insight into the new trends of consumption in China.
Trend 1: The trend of consumption upgrading remains unchanged.
In 2021, domestic online consumption maintained a high growth rate, the penetration rate of new consumption such as instant consumption further increased, and the overall trend of consumption upgrading remained unchanged; From the supply side, the digital transformation has continuously and deeply accelerated the industrial development model and industrial ecology changes in the consumer market, and new entity enterprises play an important role in leading the deep integration of the digital economy and the real economy.
Looking forward to 2022, the trend of consumption upgrading in China will remain unchanged, and the huge potential of consumption upgrading will also bring new business opportunities to enterprises.
Trend 2: Young people are more rational in consumption.
The survey results show that 58.6% of young people choose to "buy only what they need" and 18.6% choose to "buy at will within an affordable range". From the perspective of consumption trends, the categories with a high proportion of "Houlang" consumption amount are interest life, vaccine service and game/video service, and the proportion of the post-95 s in these three categories all exceeds 40%. In the category of "Houlang" consumption, the turnover of vaccine services increased by 473% year-on-year. At the same time, the turnover of life service, festival food/gift certificate, flowers, car service, game/video service and sporting goods all increased by more than 50% year-on-year.
The "2021 New Youth Fashion Consumption Trend Development Report" released by Beijing Normal University shows that it is the status quo of more new youth groups to have high economic and consumption capacity without family support. At the same time, thanks to the spread of financial information and economic ideas, new young consumers tend to be more rational in consumption and show off less consumption behavior.
In 2022, the consumption of young people will be more rational.
Trend 3: The pace of online and offline integration is accelerating.
The data shows that domestic online consumption maintained a high growth rate in 2021. In the second half of 2021, the year-on-year growth rate of online physical goods retail sales is much higher than the growth rate of overall consumption.
In 2022, with the continuous growth of increasingly diversified and personalized consumer demand, new consumption formats and new models such as instant retailing have developed rapidly, and various elements and business models have been further integrated, giving play to the advantages of online and offline integration, which has driven the transformation and growth of traditional physical retailing.
Trend 4: The new consumption format and new mode will continue to expand.
At present, generation Z people born around the Millennium have gradually become the main force in the consumer market. In terms of dining, Generation Z is also willing to try new products and is keen on emerging online celebrity brands. In recent years, the "national tide wind" in the fashion and entertainment circles has swept to the catering industry. online celebrity restaurants with the national tide style have become the gathering place for the Z generation, which has met their aesthetic and facial needs and more diverse consumption scenes.
In terms of dietary preferences, middle-class people pay great attention to green health when eating in restaurants. Vegetables and fruits are the first choice, and high-protein and low-fat foods such as fish, shrimp, shellfish and beans are also favored by them. The Z generation prefers to go to hot pot and barbecue shops, and some Z generations will spend money on love beans and support star catering brands.
Generation Z and the huge middle class, which have increasingly spending power, have laid a solid foundation for the continuous expansion of new consumption formats and new models.
Trend 5: Personalization and fashion into keywords.
The sales of one-person eating pots and pans increased by more than 110%, the sales of Guo Chao sweaters increased by more than 500%, and the sales of snack blind boxes increased by more than 670% … In the consumer market, young people can always stand on the cusp of consumption trends.
At present, all kinds of new consumer groups are more diversified, and more personalized new consumption trends are constantly emerging. A few days ago, the research report "New Ideas on Consumption Trends in Retail Industry in 2022" released by JD.COM showed that "small family", "lazy economy", "single economy" and "silver hair economy" continued to develop at a high speed, releasing strong consumption potential.
Consumer demand and consumption proposition have become more diversified, which has also given birth to richer consumption scenarios, more diversified demands and more differentiated behaviors, and the value chain under the new consumption trend is being reshaped.
Trend 6: self-satisfaction consumption becomes the focus.
In the past, consumers’ purchases of luxury goods and luxury cars were typical "pleasing" consumption, and their motivation was largely to show off their wealth and identity or to enhance social relations with others through goods with high brand recognition. But this situation is changing quietly.
In 2021, "self-pleasing consumption" has shown a trend of high quality, all-round and multi-forms. There are more and more experiential consumer products to relieve stress and relax, such as skating, trampoline, rock climbing, partying, escape from the secret room, mini KTV and one-person food, which have formed a huge market. In 2022, this trend will be more obvious.
Trend 7: Live delivery will be more standardized.
2021, the live broadcast is not calm. In March, 2021, the General Administration of Market Supervision gave administrative guidance to improve the product quality of the live broadcast platform, and put forward six requirements, such as improving quality awareness, in order to maintain fair competition order in the live broadcast market and promote the standardized and healthy development of live stream economy.
On December 20th, 2021, Viya was fined 1.341 billion yuan for tax evasion. A month ago, online celebrity anchor Sydney and Lin Shanshan were also fined nearly 100 million yuan for tax evasion.
In 2022, from the platform to the anchor, the development of live e-commerce will be more standardized.
Trend 8: The concept of nutrition, health, safety and reliability continues to be blessed.
Under the general health trend, people are more active in maintaining their health, so they are more cautious when choosing food. More and more consumers are looking for "indulgence" choices within the scope of health, including healthy ingredients and nutrition labels in snacks to help them eat more comfortably.
With the normalization of epidemic prevention and control in COVID-19, people from all walks of life and individuals have more knowledge of mental health, and many people are looking for effective ways to cope with stress and anxiety. In 2022, healthy food with the concept of nutrition, health, safety and reliability will be favored by more and more consumers.
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