Spending money on the blade, the epidemic has changed the consumer psychology and behavior of many people-
Be a smarter consumer
It has been a while since the resumption of work, tax cuts, subsidies, consumption vouchers... Various policies to stimulate consumption have been introduced one after another, and the Chinese consumer market has recovered, showing strong resilience and vitality. But the epidemic will not end soon. Expected income, consumption methods, consumption levels, asset allocation, etc. are all affected to varying degrees. The epidemic is affecting consumer psychology in many ways and reshaping consumer behavior.
Consumption recovery demand release cannot be stopped
There were long queues of barbecue stalls and hot pot restaurants on the streets. "For a few months, I was tired of takeout and my craftsmanship, and finally I can come to the restaurant to taste the familiar taste." Wuhan citizen Zhao Xinqi came to a spicy hot pot restaurant in Optics Valley World City to get greedy. Over the past few days, she has eaten hot pot, western food, crayfish, and various dishes.
The consumer demand that has been suppressed for several months has been continuously released, and the catering industry soon feels the warmth of the Chunjiang River. After all, "people take food as the sky", people will not be stingy about "eating". Especially the people of Wuhan who have been in the house for a long time have a high enthusiasm for dining out. "After the detection of nucleic acid in Wuhan, the recovery of catering, especially dinning, has accelerated." Xu Ping, senior manager of the General Manager Office of Wushang Plaza. In order to meet consumer demand, Wushang Plaza also set up a dining table outdoors.
The retail industry is also booming, and the online and offline consumption patterns are very attractive. On Sunday afternoon, Beijing Wangfujing Pedestrian Street was crowded with people, and it was a lively scene. The consumer season launched on June 6 and the "6.18" shopping festival added to the enthusiasm of Beijing residents.
CCTV set up a live broadcast hall in the Wangfujing Department Store Plaza in Beijing. CCTV's "Famous Mouth" turned into a shopping guide to promote famous products. Several shops opposite the live broadcast hall are filled with special products from Hubei and Beijing. The 5G signal and 8K high-definition large screen allow consumers on the spot to see clearly, and even the cloud consumer, the shopping experience is not reduced.
"It's very novel to feel live streaming goods on site! The host shopping guide is very professional and can trust their recommendation." Ms. Li, who was shopping on site, said.
With the help of multiple parties, offline consumption in various scenarios has fully recovered, and the strength of online consumption will continue. Compared with last year's "6.18", this year's "6.18" consumers showed a stronger desire to consume. The overall turnover of Jingdong Supermarket increased by 500% year-on-year, and the turnover of over 2,000 brands increased by 100% year-on-year. From June 1 to 17, there have been more than 3,000 individual products on the Jingdong platform with a cumulative turnover of over one million.
"The epidemic has further strengthened people's online consumption habits. Online consumption, represented by live broadcast, has shown a hot trend, not only live broadcast with goods, live broadcast plus tourism, live broadcast plus fitness, but also various online services are growing rapidly. In the context of normalization of prevention and control, online consumption will still maintain high growth." Zhao Ping, director of the International Trade Research Department of the China Council for the Promotion of International Trade, said.
In addition to daily necessities and general consumer goods, luxury goods consumption has also recovered rapidly. According to data from Shangjia Center, a high-end shopping mall in Shanghai, sales of international brands generally increased in April, of which Louis Vuitton sales increased by 25%, Van Cleef & Arpels sales increased by 57%, Dior sales increased by 112%, and Fendi , Bulgari, Prada and other brands sales have exceeded the same period last year.
"With the support of the'Six Stability' policy, China is taking the lead out of the shadow of the epidemic on the economy. People's income is expected to continue to improve, and the consumer market is quickly picking up. It is also daring to spend money on luxury goods with relatively large consumption elasticities. In addition, The middle- and high-income families are less affected by the epidemic, and the large scale of luxury consumers is also an important reason." Zhao Ping said.
Carefully calculate the quality of life without degradation
Lu Hong is 34 years old and works as a security guard in a company in Luoyang, Henan. His wife is a housing agent. Before the outbreak hit, the couple could save a little money every month. Affected by the epidemic, the company's performance is not good, and its income has dropped a lot. However, housing loans, parking fees, car insurance, and children's tuition fees must be paid, and the life is a bit tight.
"I was very anxious at the time. My family and I didn't want to let them be wronged." The couple thought about various methods, carefully calculated, and spent their money on the blade: comparing prices between different shopping apps, average to grams to calculate the unit price, reduce Standards for calling packages, collecting shopping vouchers and paying red envelopes, fueling cars when there are discounts... Lu Hong also learned a lot of money-saving ways on social networking sites, learning to make more daily use of raw materials to make daily necessities, and recently from the Internet Buying a coffee machine, coffee beans, roasting independently, and hand-grinding, it is only a few tens of dollars a month. Expenditure is less, but the quality of life has not declined.
"There is no money to add big items, but these small expenditures can also increase happiness." Like Lu Hong, many young people have re-examined their consumption concepts and living habits during this time. In the process of throttling, they have gained More fun.
For consumers pursuing pragmatism, cost performance is their primary consideration. The domestic products with reasonable prices and high quality have become their "good heart". "It will give priority to the selection of domestic products, and children's milk powder is not imported." "Post-80s" Zhou Li confessed to reporters. "A lot of international big names are not Chinese OEMs? Why don't you support your own brand?" This represents the consumer attitude of a large part of the people. The "2020 China Consumer Brand Development Report" released by the Ali Research Institute shows that in the past year, Over 80% of the goods in the Chinese shopping cart are domestic products.
Zhao Ping believes that the epidemic has made people's consumption more rational, the advantage of cost-effectiveness of domestic products is highlighted, and high cost-effectiveness is attractive to consumers. Consumers will have a stronger desire to buy domestic products, and the trend of domestic products being sought after will continue and strengthen.
"After 95" Wang Shiwen said: "The house was too long ago. After the epidemic improved, I felt I had to be better for myself. It is more important to go out and try new things." Recently, she will go to Beijing outskirts every weekend. Recently, Mutianyu Great Wall, Xishan National Forest Park and Gubei Water Town have all left her figure.
Going out to play is by no means a waste, Wang Shiwen always plans ahead, shop around, book a cost-effective hotel, and choose the most economical mode of transportation. "Going out in the suburbs is to play for a day or two. Sometimes I take a bus and sometimes rent a car with my friends. Three or five hundred dollars is enough. It is not expensive, but I am very happy when I see the lush vegetation."
"The rapid recovery of the service industry is an important manifestation of the consumption upgrade. The service industry is most affected by the epidemic and has the longest duration. Therefore, after the epidemic prevention and control situation improves, this industry rebounds faster." Zhao Ping said.
Steady investment to plan against risks
"6·18" is another lively consumer shopping festival and an important node for many consumers to purchase large amounts of goods. This year's e-commerce platforms have increased their support for installment payments: JD.com has pushed 24 interest-free periods, and Tmall has launched six phases without one period, and has done everything possible to lower the consumption threshold. Compared with the hot scene of advanced consumption, consumers are calmer.
"Post-90s" Hou Yifan works in a construction company in Shijiazhuang, Hebei. The company has returned to normal, but his experience in the previous months has significantly increased his risk awareness. "Last year's "Double 11" spent two months of wages to buy a mobile phone in installments, but it has not yet been paid. The salary for the first few months is only 1,500 yuan, not only to live, but also to pay in installments, which is a bit overwhelming." Hou Yifan said, " Recently, I have developed the habit of keeping accounts. Every expenditure must be considered whether it is necessary. I originally wanted to take advantage of the '6.18' installment to buy a camera, but after thinking about it, it is still important to save money."
Hou Yifan's experience is by no means unique. People are more fond of saving money than advanced consumption. The People’s Bank of China released the “Urban Depositors Questionnaire Survey Report for the First Quarter of 2020” on April 28, showing that 53% of residents prefer “more savings”, an increase of 7.3 percentage points from the previous quarter. Central bank statistics also support this point, and RMB deposits increased by 8.07 trillion yuan in the first quarter of this year.
Deposits have really increased. On the one hand, there are reasons for getting the year-end prizes and not spending at home, and there are also considerations to resist risks.
In addition to deposits, middle-aged and young people have more ways to invest and manage money. "The risk of deposits is low, but the interest rates are also low. Factors of rising prices must be considered." Wang Yu has just worked in a pharmaceutical company in Beijing for a year and is a "moonlight family", living a "fine and poor" life. Affected by the epidemic, the company's salary increase mechanism and rising channel were temporarily blocked. "Now I'm changing jobs, the ranks remain the same, and I won't be promoted or raised in the new club, so I have to do it here first." Wang Yu said, "but the prospects are still bright." Stocks, funds, bonds, deposits, although the quota Not big, but "eggs cannot be put in a basket".
Zhao Ping believes that under the epidemic, the risks of various investment channels have suddenly risen and the volatility of the capital market has intensified. Many people's risk awareness has increased significantly, especially those risk-averse consumers may be more interested in investing in low-risk products in financial management.
Lu Hong's couple didn't earn much, and their investment awareness was not lagging behind. An epidemic made them more aware of their risks, and they paid more attention to health issues. "It's gradually returning to normal, but who knows what else will happen in the future? There are old people and young people, and they can't fall down, thinking about putting insurance on the whole family just in case."
Zhao Ping suggested that regardless of the allocation of assets or consumption, it is necessary to satisfy the yearning for a better life within its own ability, live within its means, avoid excessive consumption and bring greater financial pressure, and choose more cost-effective goods and services and be smarter. Consumers.
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