On January 5, the "New Youth Fashion Consumption Trend Development" seminar was held in Beijing.
The Beijing Normal University research team released the "2021 New Youth Fashion Consumption Trend Development Report" (hereinafter referred to as the report) at the meeting.
The report believes that the new youth group has become the main force in fashion consumption, showing greater "explosive power" and potential for future development in a variety of fashion consumption scenarios. The new e-commerce platform Pinduoduo has become the preferred cost-effective platform for fashion consumers. The domestic and foreign fashion brands on Shanghai are favored by young consumers.
Nearly 70% of young fashion consumers value price-performance ratio
At the seminar, Li Biao, director of the Institute of Public Opinion, Renmin University of China, said that consumer behavior and consumption phenomena have the most intuitive and significant indicative role in the overall social and economic development.
To study the consumption patterns of new youth groups, including attitudes towards fashion consumption, "in a sense, like a human nose, one can keenly feel a change in the external environment."
Based on questionnaire surveys and industry research, the report provides insights and analysis of young people in different regions and different age groups on clothing brand preferences, dressing style preferences, and fashionable home shopping habits.
At the same time, by analyzing the trendy play elements that young people like, the acceptable price range and other information, we have a comprehensive insight into the ways and attitudes of young people to chase fashion, and make corresponding trend judgments for the development of online fashion consumption.
The Beijing Normal University research team believes that having high economic and consumption power and no need for family support is the current situation of more new youth groups.
At the same time, benefiting from the dissemination of financial information and economic concepts, new young consumers tend to be more rational in their consumption, and conspicuous consumption behaviors have decreased.
"2021 New Youth Fashion Consumption Trend Development Report" summarizes the main characteristics of online shopping for new youth groups
Online shopping is the main fashion consumption channel for new youth groups.
Research data shows that 21% of new youths shop online every day, and 62% of the population said that their willingness to buy online will increase in the future. Nearly 70% of new youth fashion consumers consider cost-effective factors when shopping.
Especially in the field of digital 3C, high-performance and cost-effective configuration is the direction pursued by more young consumers.
The report uses Pinduoduo’s 10 billion subsidy channel in 2021 to launch the "RTX series of new notebook products" campaign as an example. On the day of the event, an official subsidy of up to 1,000 yuan is provided. Spread the enthusiasm of RTX3070 and RTX3060 gaming notebooks from many brands such as Mechanical Revolution and Shenzhou to attract consumers' enthusiasm.
"In the tens of billions of subsidies channel, Pinduoduo joined hands with many brands to promote joint promotions, and implemented direct consumption subsidies and substantial profits for branded products with high market attention, good sales, and good consumer feedback, which made consumers feel the truth. Affordable, this is also the main reason why young consumers recognize Baupu products." said Chen Chen, a researcher at Pinduoduo New Consumer Research Institute.
The report also believes that when shopping, in addition to cost-effective factors, new young fashion consumers have more detailed functional requirements, and product quality and professional functional experience have become the most important information for young people to pay attention to when they consume.
Nearly 60% of young fashion consumers say that fashionable designs will promote their purchasing decisions.
According to the official data of the new e-commerce platform Pinduoduo, since the winter in late November 2021, velvet Martin boots, thermal underwear suits, and down jackets have become the cold-proof needs of most female consumers. Sales of dozens of warm and fashionable clothing items An increase of over 90% over the same period last year.
Take Ubras, the new fashionable underwear brand, as an example. In the official flagship store opened on the Pinduoduo platform, more than 60 items have participated in the "tens of billions subsidy", and consumers can get official subsidies when they buy at a low price.
"The material is very good", "comfortable" and "cost-effective" are the top three high-frequency words evaluated by consumers.
The "lipstick economy" has become a bright spot in the post-epidemic era, and domestic and foreign beauty brands have also become the target of female consumers.
In the cold season, color number, brightness, and moisturizing properties are important criteria for female consumers to choose lipsticks.
In terms of diet, in addition to impressing consumers in terms of taste and mouthfeel, ingenious product design can also make people "love at first sight."
RIO Rui Ao cocktail is very popular among young consumers, and its bold innovations in bottle and packaging design allow consumers to "complete the order".
A variety of fresh and colorful visual effects, with different tastes, firmly attract the attention of young consumers.
Among the product evaluations of the hot-selling strawberry and peach flavor pre-modified cocktails on the Pinduoduo platform, "the bottle is particularly beautiful" reached 11,000, becoming the most popular evaluation language.
Previously, the Beijing Normal University research team summarized the main characteristics of new youth online shopping through case studies and other methods: consumption is not efficient, careful calculation and quality; shopping is social, and they are willing to share strategies with friends.
This feature echoes the conclusion of this report on fashion consumption again.
Professor Yu Guoming said that the "New Youth" series of research reports is a three-dimensional study of a specific group by the Beijing Normal University research team, hoping to provide a perspective and an analytical perspective from the perspectives of communication, sociology, and economics.
Ding Hanqing, deputy dean of the School of Journalism and Communication of Beijing Normal University, believes that youth represents the future, and the consumption pattern of new youth is actually a very important aspect of the academic community's observation of social culture.
They chase fashion elements, influence fashion attitudes, and then empower fashion products or brands.
Digital transformation products are popular, new youths are following the wave of new countries
The research team believes that for new young consumers, the traditional e-commerce sales model can no longer meet their spiritual needs.
The cross-border collision of IP, artists, different industries or brands has increased the injection of fresh elements. While giving traditional fashion products new sensory stimulation, it also stimulated the emotions of new young consumers in many aspects such as value recognition and nostalgia. Experience.
The report pointed out that in 2020, the number of consumers of women's clothing with animation IP design elements on the Tmall platform will be 2.5 times that of 2019.
The epidemic catalyzed the digital transformation of the fashion industry.
Digital methods such as watching shows in the cloud and visiting exhibitions live online have become new ways for young people to make fashion consumption.
In March 2020, 7 top museums in the world, including the Metropolitan Museum of Art, launched an online live broadcast on Pinduoduo, selling nearly a thousand kinds of museum features and surroundings.
The 2021 Shanghai Book Fair offline exhibition was postponed due to the epidemic, but readers can still enjoy the good books of 2021 recommended by the Shanghai Book Fair through the cloud shopping "Duo Duo Reading Month" year-end reading week, and travel to the spiritual home.
Among them, many creative publications represented by the red books "Into the Tree Delhi" and "My First Red Pop-up Book: From Shikumen to Tiananmen" have attracted the attention of many readers.
"Pinduoduo platform will continue to devote itself to creating digital activities, launching cross-border joint names and diversified products, hoping to meet the diverse needs of new young consumers and increase the freshness and enjoyment of shopping." Chen Chen shared.
As one of the most popular trend elements in the fashion industry, the new national trend style has become a favorite of post-95 and post-2000 consumers.
On the Pinduoduo platform, the new youths have their own "new ideas for the national tide".
According to reports, in the first half of 2020, original Hanfu has the fastest growth in the niche apparel category of Pinduoduo platform, a year-on-year increase of 30 times compared with 2019.
Under the leadership of the new e-commerce platform, Hanfu has developed into a circle culture, which is gradually compatible and popularized in all tier cities, and there is a trend of development to regular clothes.
In recent years, the sales of sports fashion products and hobby professional products have also ushered in rapid growth.
On the Pinduoduo platform, the simple and clean Japanese-style outdoor style of the mountain series will be very popular in 2021. Popular products such as fully automatic quick-opening tents, light-skinned backpacks, portable outdoor folding stools, and warm sleeping bags for all seasons are in the dozens All stores have purchased more than 100,000 pieces.
The report believes that in the fashion model of new youth and new consumption, domestic brands are also rising strongly.
According to official data of Pinduoduo, domestic brands such as Metersbonwe, Hongxingerke, Huili, Yuanqi Forest, RIO Rui'ao and Shanghai Jahwa have "contracted" the "clothing, food, housing and transportation" of new youth consumers, and have been shortlisted for new youth consumption on the Pinduoduo platform. The ranks of the readers’ favorite brands.
During the 2021 Pinduoduo 11•11 promotional activities, the platform will tilt traffic and tens of billions of subsidy channel resources to new domestic brands.
The relevant person in charge of Pinduoduo 11•11 said that the platform will continue to help the traditional brands of domestic products to rejuvenate and the rise of trendy brands of domestic products.
Liu Dehuan, deputy dean of the School of New Media, Peking University, believes that the fashion consumption of young people can be summed up in seven "izations", namely, life-oriented, individualized, national trendy, technological, socialized, empathetic, and digitized.
"The New National Wave is actually a demonstration of contemporary Chinese young people's recognizing their own culture and realizing self-identity and national identity." He said.