In the post-epidemic era, how has young people’s outlook on money changed?
Research shows: The number of fixed deposits in June increased by 12% from the beginning of the year
The takeaway boy Wang Sheng had a rare romance.
After the "anti-epidemic" in Wuhan ended, Wang Sheng returned to his hometown. Before returning home, he specially bought roses and rings to make up a late marriage proposal for his wife. Having seen too many stories of life and death in Wuhan, Wang Shengyue discovered the importance of the Bai family.
After the epidemic, Wang Sheng's concept of money changed a lot. In the past, he only kept a little pocket money for himself every month, and kept the remaining money. Now, he understands the meaning of appropriate consumption. "It is important to make money, but it is also important to live a life. The money that should be spent still has to be spent."
"Spend what should be spent, save what should not be spent"
This year's Spring Festival was originally a day for Wang Sheng to rejoice. For this reason, he rushed back to his hometown in Xianning early before the Spring Festival. However, the sudden new crown pneumonia epidemic disrupted his plan. After the outbreak, he returned to Wuhan retrogradely. "Because the delivery of goods in the supermarket was essential at that time, I cannot leave at this time."
In fact, he was also a little selfish: In Wuhan, which was closed at the time, many communities had to rely on couriers and takeaways to deliver daily necessities, and the corresponding delivery fees and wages were much higher than usual. As a child growing up in a rural family, Wang Sheng understands that life is not easy, and feels that there are few opportunities to do this for several days.
In the days when Wuhan was closed, Wang Sheng once received a delivery task. The user ordered a bouquet of roses. The remarks read: Please take the delivery boy to say "Happy 2nd anniversary of marriage" to the recipient. When Wang Sheng delivered the blessing, he saw the recipient’s happy smile. He suddenly understood: No matter how hard life is, no matter how hard it is, he must spend some time thinking about being happy. "The biggest touch at the time was that I thought it was important to make money, but it was also important to live a life. The money that should be spent still has to be spent."
Running around on the empty streets of Wuhan, the whole city became very quiet. At that moment, Wang Sheng deeply reflected on his state of the past few years: In the past, he tried to save money for marriage, but he lacked time with his family and a lot. The joy of life. He secretly made up his mind: When the epidemic is over, in addition to continuing to save money, he must also learn to create romance for his lover.
After Wuhan was unblocked, Wang Sheng bought a ticket and rushed back to his hometown. Before he got home, he bought a large bouquet of roses and a ring to formally propose to his girlfriend.
Just spend what you need, save what you shouldn't. In fact, this is also the common thinking of young people in the "post-epidemic era."
Recently, Ping An Bank conducted a survey on the financial consumption behavior of the post-90s generation in the first half of 2020. The data shows that the total amount of consumption on JD.com, Pinduoduo and other e-commerce platforms through Ping An Bank’s credit card and debit card is resuming work. After giving birth, it recovered quickly, and the total transaction amount in June was 5.5 times that in February.
At the same time, due to the severe situation of the overseas epidemic, many of the post-90s who were used to buying abroad have turned their attention to Hainan. Since March, the total amount of their consumption in Sanya International Duty Free City has returned to the level before the epidemic, and the total amount of consumption in June has soared nearly 32 times compared with February. For young people who love life, no longer waiting, enjoying consumption has become a habit.
The China Consumer Report 2020 released by McKinsey shows that young free consumers in China are increasing their spending in many categories, including fresh milk, skin care, fast food and casual wear. In fact, this group accounts for about a quarter of the population and accounts for 60% of the increase in expenditures.
After the epidemic, the consumption behavior of young people has become more rational. According to survey data from Ping An Bank, the number of post-90s who shopped at Pinduoduo in June this year was nearly 12 times that of January. After the epidemic, more and more young people are moving closer to "duoduo" from "waiting for parties" and enjoying "duoduo". The joy of "wool".
If you can spend money, you can earn money. Young people have flexible and stable financial management
Research has also shown that young people in the “post-epidemic era” are willing to spend money, but also make money.
According to the survey data of Ping An Bank, in the first half of this year, many post-90s still maintained their deposit habit. The number of people who purchased fixed deposits in June increased by about 12% compared with the beginning of the year. Young people are also aware of the protection function of deposits in special periods. In addition, the post-90s interviewed generally choose bank financial management, with an average financial management amount of more than 60,000 yuan, and they are more inclined to purchase relatively flexible and stable financial products with a period of less than 180 days.
Chen Yinghua, born in the 90s from Guangzhou, is one of the young people who "can spend and earn". She is the third-generation head of the time-honored “Chen Tianji” in Guangzhou. Since her grandfathers, “Chen Tianji” has been in business for 40 years without a day off. However, the new crown pneumonia epidemic caused this old-fashioned restaurant to close for the first time and also closed two times. Months.
The epidemic has caused a loss of business, but the rent that should be paid has not decreased. Many restaurant shop owners are considering whether to close their stores and switch businesses directly. Chen Yinghua was also very anxious and had to chat with the shopkeeper next door every day to cheer each other up. After the level of epidemic prevention and control was lowered, this time-honored store finally reopened to welcome customers.
Keeping a business is more difficult than starting a business. This epidemic has made Chen Yinghua more aware of keeping a good taste, not only to keep his handicraft, but also to plan in time, "Let the time-honored brand keep up with the times, so that this store and this taste can go further."
Last year, Chen Yinghua repeatedly begged his father to open takeaway, but this somewhat stubborn "second-generation head" was very unhappy. He was worried that the takeaway would affect the taste and spoil the sign. In March, when the epidemic gradually eased, the catering has not fully recovered, but the takeaway sales were good. In order to boost business, Chen Yinghua improved the take-out packaging and production technology so that the fish skins for take-out can also maintain a good taste.
In the face of the impact of the epidemic, this is far from enough. After resuming business, "Chen Tianji"'s dine-in revenue has decreased by 70% or 80% compared to before. Chen Yinghua was a little panicked in the face of the loss of book funds.
With the help of friends, he and his family re-planned the store's capital operations and invested a portion of the funds for bank financing in an attempt to reduce the pressure on operating cash flow. In her view, "Chen Tianji" is fully confident to wait for the full recovery of the catering industry, by then, everything will be restored to its original state.
China Youth Daily and China Youth Daily reporter Wang Lin Source: China Youth Daily