Five major trends, such as brand upgrade, the rise of national tide, and interest charging, are
coming to the "new in-store consumption era"
At present, the new crown epidemic is still spreading around the world, bringing a lot of uncertainty to the world economy.
Under the epidemic, in-store consumption has been hit hard, and new opportunities have also been bred in the adversity, and new vitality has burst out.
Tough times for traditional in-store programs in 2021
Catering, as a high-frequency and just-needed consumption, has received high attention from the capital market in 2021. Five new catering tracks of wine, tea, pasta, coffee, and baking have emerged as the times require, with 70 financing events.
However, due to the repeated epidemics and the rapid expansion in the early stage, in the fourth quarter, new catering benchmark companies Haidilao and Chayan Yuese successively announced the closure of many stores.
Affected by the epidemic, most of the shopping malls in 2020 will be postponed to open, creating a new high for shopping malls in 2021, which will be a big year for shopping malls, with a total of 510 openings.
However, both the total operating income and the total operating profit of the shopping malls and supermarket industries decreased significantly at the same time.
At the same time, not only traditional in-store entertainment projects such as KTV are in a difficult situation, but also emerging in-store entertainment projects represented by "Script Killing" and "Secret Room" have also shrunk.
In-store consumption forms five new trends
China's consumer market has entered the digital age, and it leads the world in terms of market size and the level of digitalization of consumers.
The "2021 Insight Report on New Trends in China's In-store Consumption" released by Alibaba Local Life shows that in 2021, with the normalization of the epidemic, the size of the in-store consumption market will steadily rebound. With the evolution of new demands, new scenarios and new models, brands will be formed Five major new trends, such as upgrading, the rise of the national tide, the popularity of warehousing, curatorial socialization, and interest charging, usher in the "new in-store consumption era".
The down-to-earth Lanzhou Ramen has become a new favorite in the capital market, and the three major brand chain stores have received multiple rounds of investment of over 100 million yuan.
The logic behind it is the modernization, branding, and chaining of traditional food with huge rigid needs. The dining scene changes from the streets and alleys to shopping malls, bringing people a brand-new dining experience.
The rise of national fashion has led to the prevalence of co-branded culture.
Kushikatsu shops using Guochao IP have become popular in the market, co-branding with popular brands, and they have put a lot of effort into product packaging design, and even created blind box products.
At the same time, it also integrates the form of online ordering and on-site take-out, allowing young people to "new tea with the left hand and fried skewers with the right", attracting new customers to the store for consumption.
In 2021, warehouse-style beauty, warehouse-style bookstores, warehouse-style furniture stores, and warehouse-style antique stores will become popular on Chinese social media and become popular check-in places.
Nowadays, people's shopping process is no longer limited to commodities, but also pays more attention to the shopping experience.
The consumption habit of one-stop shopping is more in line with people's living laws.
Warehouse shopping malls are being favored by more and more users because they provide a wealth of practical and cost-effective products for customers to choose from, as well as the "especially easy-to-produce" warehouse aesthetic social experience.
In terms of curation and social interaction, SKP's aspiration to become the global store king is of typical significance.
In 2021, the continued popularity of SKP is not only related to the obstruction of overseas luxury shopping due to the epidemic, but also contributed to the curatorial social experience with distinctive characteristics.
The newly opened SKP-S redefines the immersive commercial space, making the store an art exhibition with a distinct theme, attracting customers from all over the country to check in at the store.
Interest and charging have also become new engines for in-store education.
After the introduction of the "double reduction" policy, in-store education focusing on subject education has fully shifted to quality education centered on interest cultivation and vocational education centered on key promotion.
Data shows that Shanghai, Beijing, and Chongqing are far ahead in terms of in-store consumption potential in China, while Tianjin, Zhejiang Hangzhou, Anhui Hefei, Zhejiang Ningbo, Shandong Yantai, Jiangxi Nanchang, and Jiangsu Suzhou are in the second camp.
The data shows that the consumption potential of tattoos and embroidery is far ahead. Medical beauty, physical examination, bars, fitness, department stores, and slimming are in the second camp, and parent-child entertainment, glasses and glasses, and foot massage are in the third camp.
It can be seen that people are more inclined to go to the store to obtain services.
Generation Z has become a new force in in-store consumption
Generation Z, born between 1998 and 2014, is the future of in-store consumption and is becoming a new force in in-store consumption.
China's generation Z population is 280 million, accounting for 18.1% of the total population, and about 4 trillion market.
Generation Z is considered to be an unprecedented generation. They are generally well-educated, have a superior material foundation, high cultural literacy, independence, self-confidence, and focus on the spiritual world.
They are Internet natives, and they have developed and grown together with digital communication technology and instant messaging equipment technology. They will recharge their beliefs, pay for the national tide, and follow KOLs to grow grass.
Script killing, room escape, board games, dramas, musicals, immersive dramas, talk shows, trendy games, e-sports, "three pits", shopping, fitness... are all interest tags for them to shop at the store.
Interestingly, compared with many post-90s impulsive consumption, Gen Z is willing to spend time and energy to tap the best value and service with the least cost.
Before spending and paying, they usually look for coupons, discounts or promotions on the app, and compare the prices of similar products on various platforms to optimize the price.
In addition, their consumption is more rational and tangled, jumping repeatedly between "planting grass" and "pulling grass", they pay attention to the purchase experience shared by others, and make consumption decisions based on brand reputation.
In addition, "Hot Mom" is the main force in sub-categories such as parent-child services, education and training, beauty services, fitness and yoga in store consumption.
The image of hot mothers is different from the traditional image of mothers. They know how to love their children and know how to love themselves.
They are sensitive to fashion, have a wide range of hobbies, are full of energy, and are online.
As women in the new era, they are thoughtful, tasteful and individual, able to balance the balance between family and work, and will not trap themselves in the cumbersome life of firewood, rice, oil and salt.
Text / Our reporter Chen Si