"Buy less but buy well" Chinese
consumers do their homework before placing an order
More than 80% of consumers often buy domestic products.
The characteristics of solid price, good quality, strong sense of trust, and good reputation have become the main factors that attract consumers to buy domestic products.
Recently, 360 Smart Business released the "2021 618 New Consumption Insight Report on Domestic Products".
The report pointed out that relying on the Internet's user access advantages, the domestic market has now radiated new vitality.
Smart homes, beverages, snacks, etc. have become the categories that users focus on, and generation Z young people have become the core driving force leading the new consumption of the country.
It is worth mentioning that, under the impact of the epidemic, users' consumption concepts are also quietly changing-buying less but buying well, quality brands have become the top priority.
Search prices to see buyers show domestic products, consumers value brand quality
"Such a discount, if you don't buy it, you will lose." Impulse consumption is no longer the mainstream in the 618 e-commerce platform shopping festival just past.
Comparing the advantages and disadvantages of different brands and models, is it the "recently good price" or the "lowest price in history"... The long warm-up period of the 618 gives people enough time to do their homework.
The report shows that the domestic products chosen to start at 618 are still dominated by household daily use, food, clothing, shoes and hats, mobile phones, digital appliances, and home appliances.
However, under the impact of the epidemic, the consumption concepts of Chinese people are changing, and quality brands have become key words.
Moreover, the aesthetics and tastes continue to iterate, and environmental protection and appearance have become the highlights of domestic products.
However, price search by pattern, buyer show, and authenticity are common ways for users to make consumption decisions.
Data shows that 80.9% of people buy frequently, and the top five attractive factors for domestic products are solid price, good quality, strong sense of trust, good reputation, and many ways to buy.
From the search keywords of the TOP10 shopping categories, it can be seen that the attractiveness of domestic products is increasingly diversified, and buying domestic products is gradually becoming a trend.
Among them, the top keywords in the "household daily use" category are aesthetics, creativity, environmental protection, and function; the keywords in the "food and beverage" category include sugar-free, small bag packaging, meal replacement, energy, etc.; "clothing and shoes" "Hat" requires versatile, texture, minimalist, and fabric; "mobile phone digital" in addition to high-definition, lens, folding screen, 5G has also become search "highlights"; "household appliances" need to save electricity, mute, and low carbon; "beauty In addition to skin care, it is necessary to study ingredients such as nicotinamide, Bosein, and astaxanthin. In addition to paying attention to the origin and grade, the "fresh food" also requires semi-finished products and next-day delivery. It can be seen that buyers want to ensure freshness. And simple cooking can be eaten; the keywords of "Cultural and Creative Trends", designers, IP joint names, limited editions, originals, etc. all revolve around the "fan economy".
Domestic smart homes set off a trend, new first-tier cities are most concerned
Domestic products can also set off a trend. Smart home, beverages and snacks have become the trendy domestic products that 618 focuses on.
Taking smart home as an example, its popular products include: smart speakers, sweeping robots, smart watches, smart refrigerators, smart door locks, smart sockets, etc.
Domestic brands have formed a complete ecological chain, and products can be interconnected, and they have an absolute advantage in the market through App or voice intelligent operation.
At the moment when the national tide is becoming popular, users in various tier cities have shown obvious differences in the degree of attention to domestic products.
The report shows that the residents of the new first-tier cities pay the most attention to domestic products, and the first-tier cities and second-tier cities are closely followed.
Among the TOP10 cities that pay the most attention to domestic products, Guangzhou leads with absolute advantage, followed by Beijing, Shenzhen, Hangzhou, and Shanghai with a small gap, followed by Zhengzhou, Chengdu, Wuhan, Jinan and Dongguan.
The three major consumer groups are primarily concerned about cost performance
From the perspective of population distribution, the report comprehensive data and research user age, region, marriage and childbirth and consumption level, brand concept, category preference and other multi-dimensional characteristics are researched and analyzed, and three major consumer groups of domestic products are selected-domestic brand selection homes. , Smart domestic products home and confident young people from a big country.
Among them, the domestic product brand selectors are characterized by sharp eyes, good at picking, and the crowd is mainly novice parents and families with many children. The consumer philosophy after the epidemic tends to pay more attention to cost-effectiveness on the basis of ensuring quality, and pay more attention to brand quality. Well bought.
They have relatively high academic qualifications and income levels. Most of them have realized the freedom of housing and car. They are well-informed and stable in their careers. They have strong consumption ability and a mature shopping mind.
In addition, the trendy parents and the trendy moms have diverse interests, looking for good brands of domestic products to buy explosive models.
Multi-child families are the uncrowned kings of the hoarding industry, and the best "tap water" for high-quality domestic brands.
Smart domestic products mainly include urban white-collar workers and urban and rural youths. The characteristics of the population are that they do not have too much family burden, their income is stable, and they are keen to build their own lives. They have high educational backgrounds and income levels, and they are mostly single.
In the face of domestic products, in addition to paying attention to price, quality, and trust channels, word-of-mouth, culture, and packaging design are the keys to the unique appeal of domestic products.
They use beverages, snacks and smart homes to reduce the burden of daily chores. Women pay attention to brands and buyer shows, and men pay more attention to price and authenticity.
The self-confident new youth of the great power belongs to the Z generation born between 1995 and 2009.
Their native family conditions are relatively superior, have independent economic strength, and have a high level of Internet use, which is inseparable from the cyberspace.
They are optimistic about domestic products and pay more attention to word of mouth, cultural heritage and beauty in addition to price, quality and trust.
They favor trendy food, clothing, and smart hardware, which has spurred the popularity of many national brands.
Among them, women prefer clothing and beauty makeup, while men prefer mobile phones and trendy play.
Text/Reporter Chen Si