Recently, Beijing Normal University released the "2021 Online Shopping Consumption Confidence Index Survey Report" to conduct a comprehensive analysis of Chinese consumers' online shopping confidence, willingness, consumption behavior, and preferences.
The results show that the confidence index of Chinese online shopping consumers is trending positive and is rising moderately.
Online shopping consumers pay more and more attention to the high cost-effectiveness of products. At the same time, domestic brands are leading the new consumption trend of new e-commerce platforms.
The report shows that in the past 11 months of 2021, the country's economic development has been relatively stable and the economic situation is improving, which has made consumers' satisfaction with the economy steadily rising, and online shopping consumption is becoming an important starting point for boosting consumption.
The research team stated that the survey collected samples electronically, and distributed questionnaires through the network system. According to the seventh national census, the samples covered 34 provincial administrative units across the country. The sample amount was based on gender, age, and urban-rural distribution. , Carrying out quota sampling, covering different regions, different ages, different occupations, and different income levels, with more than 7,000 interviewees.
Diversified consumption concepts: In addition to focusing on high cost performance, it also values "more fun"
According to the "48th Statistical Report on China's Internet Development Status" released by CNNIC, as of June 2021, the number of Internet users in my country has reached 1.011 billion, of which the number of online shopping users in my country has reached 812 million, accounting for 80.3% of the total Internet users.
With a huge base of netizens, there is a huge online consumer market and potential.
The average age of the sample population surveyed by the research group is 35 years old, 86% of them have a university degree or above, and 99% of the total survey population have online shopping experience.
Among them, consumers who spent less than 100 yuan, 100-500 yuan, and 501-1000 yuan on online shopping at the time of the interview accounted for 15.2%, 39.6%, and 22.1%, respectively.
"Consumption concept is not only a response to a person's personal experience and experience, but also reflects the political, economic and cultural development context of the times." The research team said that from the survey data, the confidence index of online shopping consumers is rising slightly from the previous month. , The expected confidence in future consumption is improving.
According to the report, nearly half of the respondents most recognized the online shopping concept of "consumption should be cost-effective and rational and restrained", and the concept of "consumption should enjoy fun and personality, paying attention to emotional connection and quality details" was the second most recognized, reaching 31%.
Specific to consumer groups of different genders, different generations, and different regions, the population also shows differences in the degree of identity of consumer concepts.
Compared with the differences in consumption concepts between men and women, the differences between different generations of people are more significant.
Among them, the "post-90s" group has the highest degree of recognition of the concept of "consumption should enjoy fun and individuality".
The "post-70s" and "post-60s" have a higher degree of recognition for "consumption must be cost-effective and rational and temperate" than other groups.
"A person can bargain with vendors for a few cents off the vegetable market, or spend a lot of money on the newly-listed coats in the shopping mall's window."
The research team said.
This consumption phenomenon is also reflected in the recent 11.11 activities of the e-commerce platform.
According to relevant data from the Pinduoduo platform, Apple from Liangshan, Yantai, Yuncheng and other production areas, together with the Apple iPhone, became a hot item in the event.
The research team also studied the situation of consumer groups of different ages on different e-commerce platforms. The survey showed that the types of online shopping platforms are showing a diversified development trend, and consumers have more and more choice channels.
Among the platform choices for online consumption, domestic all-category platforms such as Taobao, JD.com, and Pinduoduo accounted for 38%, and they were the most frequently used platform type by respondents.
Emerging shopping platforms such as Douyin, Kuaishou, and Xiaohongshu, online services of traditional physical shopping malls and supermarkets, cross-border e-commerce platforms, second-hand trading platforms, video website member shopping platforms, and fan-only shopping platforms are emerging.
The report quoted relevant data to show that among the three current comprehensive e-commerce platforms, benefiting from the cost-effective route and group joining model, new youths are the most active on Pinduoduo.
The proportion of post-95 users of Pinduoduo has reached 32%, which is 3 points higher than that of traditional e-commerce platforms. Young people use Pinduoduo at least 3 times a day on average.
In terms of consumer products, benefiting from the vigorous development of rural e-commerce, more and more specialty agricultural products are entering the national market.
The "2021 National County Digital Agriculture and Rural E-commerce Development Report" shows that during the 2020 new crown pneumonia epidemic, rural e-commerce will stabilize production and supply, resume work and resume work in counties with advantages such as online, non-contact, fast matching of supply and demand, and efficient connection between production and sales. The functional role of production and people's livelihood protection has been highlighted. New business models and new models such as live broadcast delivery and community group buying have continued to emerge. Cross-border e-commerce has opened the door for counties to integrate into the international market.
The report believes that the new e-commerce platform represented by Pinduoduo has promoted the large-scale upsurge of agricultural products through the "agricultural land cloud fight" system. Take the apple industry as an example, in Shanxi Wanrong Apple, Shandong Rongcheng Apple, Gansu Tianshui Huaniu Apple In other industries, many Apple corporate brands have sold more than 100 million yuan in Pinduo for many years, and have maintained a rapid growth rate of doubling year-on-year.
During 11.11, these high-quality fruits produced in supermarkets were directly connected to the market, and they were highly praised by consumers.
▲During 11.11 this year, landmark agricultural products such as Apples in Yanyuan, Sichuan were welcomed by consumers on platforms such as Pinduoduo.
(Photo courtesy of Pinduoduo)
New e-commerce helps the new consumption trend of domestic brands
"As more and more domestic brands continue to introduce new technologies, new technologies, and new products, coupled with the outstanding product power of cutting-edge domestic brands, the attractiveness of these brands' products to different groups is increasing." The research team said, On the one hand, it is the transformation brought about by the upgrading of manufacturing industry. On the other hand, it is the identity of the group's national culture and the embodiment of self-confidence in its own culture.
The report believes that the new e-commerce platform is leading the trend of consumption of new domestic products, and time-honored and emerging brands of domestic products are opening up the online market for online shopping.
During the 11.11 period of this year, domestic brands shined on e-commerce platforms such as Pinduoduo.
Small household appliances such as Joyoung and Galanz; daily necessities such as Liby and Jierou; skin care and beauty products such as Shanghai Jahwa; kitchenware and bathroom such as Zhang Xiaoquan and Wrigley; intelligent hardware such as Beijiao and Cobos; and Hongxing Erke, Huili, Chow Tai Fook, Yuanqi Numerous high-quality domestic brands such as Forest, Liangpin Shop, Mengniu, Luhua, Metersbonwe, etc., jointly launched the 11.11 carnival with Pinduoduo, enjoying the blessing of key resources such as the platform's tens of billions of subsidies.
The research of the research group shows that people of different generations tend to buy domestic products in online shopping, but there are differences in their willingness to buy domestic brands.
Among them, the post-00s and post-10s are more willing to buy more domestic brands in the future than the post-90s group, and the post-80s group has the highest willingness to buy domestic products.
In addition, the report believes that consumption habits are affected by the level of regional economic development, industrial structure models, and regional culture. The Southwest and Northwest regions have the highest willingness to increase purchases of domestic brands.
Economically more developed regions, such as East China, South China, and Central China, are the main distribution areas of cross-border e-commerce pilot zones established by the State Council, and consumers are also more willing to buy imported goods.
"Overall, maintaining and increasing the purchase frequency of domestic brands is still the main choice for the audience." The research team pointed out that from the perspective of the market size, sales potential and popularity of domestic brands on new e-commerce platforms such as Pinduoduo, More and more consumers adhere to the concept of rational consumption, pay attention to cost-effectiveness, and pay attention to consumption quality. The trend of consumer confidence index is improving and rising, demonstrating China's market vitality and consumption boost potential under the new development pattern.