2018 China'S New Consumption Report: Changing Consumer Attitudes No Longer Blindly Pursue Brands

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With the rapid development of the economy, the consumption concept of some people has begun to change. They have a strong ability to consume, pursue quality life, and no longer pursue blindly.

Instead, we are looking for cost effectiveness and personalization.

IiMedia Research (AI consulting) data show that nearly half of the new middle class people have encountered unhappy shopping experience, and the quality of commodities has become the biggest problem.

NetEase strictly selected the first choice of the selected electricity supplier competition, visibility and satisfaction are leading the industry.

The following is the excerpt of the report:

The coming of China's new consumption era

The economic environment in the new consumption era -- increasing income and promoting the pursuit of high quality life

With China

The development of the national GDP level and per capita disposable income have been steadily rising, and the national consumer confidence index has also maintained at a high level. People have reason to pursue a higher quality of life.

Consumption environment in new consumption era -- larger consumption and rational return

At the same time, the growth of prices and the traditional concept of the purchase of assets such as real estate have increased the pressure of people's lives, and daily consumption has gradually returned to reason.

Technology environment in the new consumption era -- expanding the coverage of the scene, and accurately marketing the users.

New technologies, such as Internet of things, cloud computing, big data, artificial intelligence, and intelligent logistics, intelligent supply chain, mobile Internet and Internet Finance under their empowerment, will jointly promote the development of new consumption.

Consumers can buy all kinds of goods more conveniently in daily life, and businesses can also make more precise marketing for users through data mining.

Characteristics of customers in the new consumption era -- pursuit of quality life

With the development of the economy and the increase of personal income, some consumers begin to change their consumption concept and pursue quality life in the new consumption era. This group of people has more stable and objective income, so their demand for life is no longer confined to the past pursuit of material level. The consumption concept has changed from "cheaper to better" to "meeting their emotional needs", and when shopping, they tend to ignore the value of luxury brands and tend to be cost-effective products with high quality.

User characteristics in the new consumption era -- focusing on quality and experience before

Under the new consumption era, users are generally willing to spend more on the experience of higher quality goods and services, and the proportion of users who agree with these two consumption concepts exceeds 40%.

Personalized products (30.8%) and more emphasis on environmental protection (29.4%) is also a new concept of consumption that consumers agree with in the new consumption era.

Commodity quality is the most important factor in people's consumption in the new consumption era.

46.9% of the respondents had encountered unpleasant shopping experiences, which mainly focused on the quality of the goods purchased (48.5%) and the discrepancies of the commodities (43.4%).

Commodity quality is the most important factor for users to consume in the new consumption era, but quality problem is the source of the most unpleasant experience.

The development trend of the new consumption era -- promising future of boutique E-commerce

The respondents who welcomed the boutique electricity providers accounted for 64.9% of the respondents.

The high quality electricity supplier appears in the environment of people's pursuit of increasing consumer quality. It also meets the new consumers' pursuit of the quality of shopping products, shortens the time of commodity selection for this group of people, and has bright prospects for future development.

New consumer electronics industry chain map

Boutique electricity providers have generally gained a certain degree of market awareness. NetEase's strict recognition rate, usage and satisfaction are leading positions.

Under the new consumption era, 52.1% of the respondents were aware of the NetEase's strict selection, the first choice for every boutique business platform.

NetEase's strict selection was also the highest level of user satisfaction and the overall satisfaction of users surveyed. The utilization rate and satisfaction rate were 44.1% and 8.25 respectively.

NetEase strictly selected new consumption index ranking first

Selected e-commerce mainstream platform, NetEase strictly selected new consumer electricity index reached 7.45, in a leading position.

NetEase's early selection of high-quality e-commerce and quality brand image caters to the new consumption trend, and takes the lead in the competition of boutique electricity providers in the new consumption era.

Taobao's heart election, Jingdong Beijing made and millet new consumer electricity supplier index also reached 6.68, 6.58 and 6.39 respectively. Its development benefits from the platform's traffic advantages and brand foundation.

Jingdong Beijing made the highest satisfaction with logistics

Jingdong's Beijing manufacturing and Suning poles rely on Jingdong and Suning's two major e-commerce giant platform logistics system, which is most satisfied with customers in logistics and distribution services, with satisfaction reaching 7.38 and 6.91 respectively.

NetEase Yan is considered more "quality sense".

The impressions of the mainstream boutique e-commerce platform give users the impression that NetEase's impression of "quality sense" is the most obvious on all platforms, and the recognition rate is 7.55.

Millet products are considered to have the most "sense of science and technology"

As the products of millet products are the main products of their own products and the intelligent products of the ecological chain of rice home, the users have the highest recognition degree of the "sense of science and technology", and the recognition is as high as 6.75.

NetEase strict selection

NetEase's strict selection has the advantage of being introduced earlier. At the early stage of its launch, it has the characteristics of high cost performance and high quality goods, which is very large compared with the traditional e-commerce platform, but it is difficult to make a sharp contrast to the quality of the controlled products, plus the traffic advantages brought by other NetEase products, and quickly establish the image of the representative of its boutique business platform.

In addition, the NetEase strictly selected the main selling household products at the early stage of the launch, which had a relatively low correlation with brand and display function, coupled with lower commodity prices, which matched the trend of consumer consumption returning to rationality, and accumulated a large number of young users for the platform.

Taobao heart election

Under the trend of consumption upgrading, the rise of boutique e-business, such as NetEase's strict selection and millet products, has caused a great impact on the electricity business of Ali. On the line of Ali, Taobao's main choice is to deal with the impact of this kind of e-commerce products.

But as Tmall's proprietary brand, its development faces many challenges.

First of all, Tmall is a comprehensive e-commerce platform. There are many third party brand businesses on the platform. Vigorously developing Taobao's heart election may cause impact on platform businesses, vulnerable to platform businesses boycott. Besides, Ali has many business services, so it is difficult to pour all resources into Taobao's election, and it may not be able to make full investments in vertical platforms such as strict selection.

The constraints of resource input will affect the development prospects of Taobao's election.

Millet products

Xiaomi has the main products of millet products, and Millet's technical superiority in this area has built its core competitiveness in the competition of the boutique industry.

In addition, millet, through cooperation with the third party manufacturers, allows it to enter the product platform to make up for the shortage of other products in other commodities.

But this mode has certain risks. If the third party manufacturers produce quality problems, it will probably affect Millet's own products, which will adversely affect the overall reputation of millet.

The future trend of China's new consumption era in 2018

The new consumer era has great room for development.

AI media consulting analysts believe that with the arrival of the new consumption era, there will be a large number of new consumer groups.

Users, they have strong purchasing power, like high performance price ratio products, and pursue rational consumption.

However, the quality of traditional e-commerce platforms is uneven, and the prices of quality products remain high. They can no longer meet the needs of users of these new consumer groups. The newly rising boutique e-commerce platform is aimed at high quality and cost-effective products, which conforms to the consumption concept of new consumers.

These users have strong consumption power, and will push the quality business to become a new market with great potential for development in the new consumption era.

Online and offline integration is the mainstream trend, the new consumer e-commerce platform will strengthen the offline experience scene layout.

AI media consulting analysts believe that with the accelerated pace of consumer upgrading, consumers are increasingly pursuing products with high cost performance, while the products of pure online e-commerce platform are not good enough, and can not directly touch consumers, consumers can not perceive the real products, identify product quality, and their shopping experience is also weakened.

The offline experience Museum and retail store can make up for this shortcoming. The new consumer electronics platform can create a user experience Museum and retail store online, and can easily break this embarrassing situation, enhance the shopping experience of consumers, and meet the shopping needs of users.

"Online product + offline scenario" is the main trend of the new consumer e-commerce platform in the future.

"Price performance, quality and personalization" are indispensable.

AI media consulting analysts believe that "cost performance, quality and personalization" is the consumption concept of the new generation of middle class users. The boutique e-commerce mode can achieve strict control of quality, and better link quality products and consumers in all aspects of production logistics marketing and sales.

By shortening the supply chain, directly connecting factories and consumers, eliminating multiple intermediate premiums, reducing the price of commodities substantially, and the electronic business platform going deep into the supply chain, laying checks on the design and manufacture of commodities, strictly controlling the quality of commodities, and ensuring the optimal price ratio of commodities.

The platform can also analyze user data collected by big data to help manufacturers perceive the market, make lean and personalized production, and improve the rate of good products.

In addition, brand owners need to reach an agreement on intellectual property rights with manufacturers to ensure that manufacturers can not produce the goods for the other third parties, so as not to leave legal trouble hidden.