The new trend of household consumption upgrade: appearance, quality, social
The newly opened beauty brand flagship store has attracted a large number of female consumers to "check in".
Photo by our reporter Yuan Jing
■ Chief reporter Xu Jinghui
As one of the supporting activities of the second "Five-five Shopping Festival" in Shanghai, the "2021 New Era Sustainable Family Consumer Industry Development Forum" was held in Shanghai yesterday. The CBN Business Data Center and Fosun Group jointly released the "Exquisite Mother's Life" And consumer trend insights" report, from which to see the latest upgrade of household consumption.
"Exquisite mother" is the epitome of family consumption upgrade
In 2020, the scale of China's female consumer market has reached 4.8 trillion yuan.
In the new consumption field where the format is updated and iterated, mothers rely on their huge purchasing power to promote the butterfly change of the social consumption pattern and drive the continuous optimization and upgrading of family consumption concepts.
The survey report shows that the "exquisite mothers" population is huge, with a number of about 100 million, of which 64% are born in the 1980s, 78% are distributed in first- and second-tier cities, and 81% have a bachelor's degree or above.
And children, self and elders are their priority consumers.
The "exquisite mother" who seeks the development of both self and family is even more inseparable from the label of "professional woman".
The pursuit of beauty and health, and the balance between family and career have made mothers a powerful consumer in the market economy.
According to the report, there will be three major trends in the consumption of "exquisite mothers" in the future, including appearance, quality upgrading, and personal social interaction.
The report believes that the beauty and skin care market will be further segmented, and creating a quality life is still the future trend. In the future, rich and interesting social occasions may be more sought after by "delicate mothers".
"C-end top" service household consumption
"Exquisite Mom" is a state of life and a window for observing changes in commercial consumption. It is also the core group that this year's 515 Fosun Family Season will focus on.
With the opening of the National Consumption Promotion Month and the second "Five-five Shopping Festival" in Shanghai, the enthusiasm for consumption in Shanghai has been ignited.
Fosun, which has held the 515 Fosun Family Season event for the third consecutive year, focused on the "exquisite mothers" group for the first time this year and fully participated in the "Five-Five Shopping Festival".
Behind the 515 Fosun Family Season is the C2M (Seamless Link between Customer and Product Generation) strategy that Fosun has always adhered to.
In April of this year, Fosun disclosed for the first time an industrial operating profit of 8.15 billion yuan. At the same time, through the 5+3 overall formation adjustment, it further focused on in-depth industrial operations. Based on the C2M strategy, Fosun proposed the core strategy of “C-end top”.
Xu Xiaoliang, co-CEO of Fosun International, said that Fosun has a large number of online and offline consumption scenarios and fragmented traffic portals in the health, happiness, wealth, and smart manufacturing sectors.
In 2020, the total customer traffic of C-end operations is 470 million, and the cumulative number of registered members is 358 million.
Compared with previous years, this year's 515 Fosun Family Season has a longer time, more brands, a wider coverage area, and a higher level of digital marketing.
At the launch site yesterday, Fosun’s global partner and Chairman and President of Yuyuan Co., Ltd. Huang Zhen introduced that from the end of April to the end of June, Fosun’s ecological cross-border integration has been established, and more than 50 consumer brands have formed a multiplier effect. Launch a batch of bright spot activities of cross-industry cooperation and cross-industry linkage.
At the same time, Fosun’s Yuyuan Garden and BFC Bund Financial Center will also jointly distribute 1 billion yuan worth of blessing bags online and offline to give back to family customers.