The segment of the children's consumption market is accelerating, and the new consumption method of sharing children's toy cars is popular in many cities.

The picture shows recently in Chongqing Sunac Mao Shopping Center, consumers scan the code to get a shared stroller.

People's Vision

  The Central Economic Work Conference proposed to implement the strategy of expanding domestic demand and enhance the endogenous driving force for development.

Promoting consumption is an important part of expanding domestic demand and is of great significance to accelerating the construction of a new development pattern.

Nowadays, with the steady increase of residents' income and the gradual change of consumption concept, people are more interested in personalized, diversified and specialized products and services.

How to adapt to the trend of consumption upgrading and continue to increase high-quality supply is an important issue to promote consumption.

Recently, the reporter approached some enterprises and consumers, deeply observed the new characteristics and new trends of the current consumer market, and further explored new methods and new paths to promote the sustainable growth of consumption.


  core reading

  At present, the consumer market is running steadily and rising, and the trend of consumption upgrading is obvious. Consumers of different ages, different regions, and different preferences are showing increasingly diverse and subdivided consumer demands.

It is necessary to more accurately meet the consumption needs of different consumer groups and promote the continuous recovery of consumption

  Consumer demand is more segmented

  Some consumer groups play a more significant role in stimulating consumption

  "From small fruits and vegetables to large household appliances, I basically buy them online, and I use many shopping software," said Yan Ling, a recently retired resident of Fengxin Street, Xiangqiao District, Chaozhou City, Guangdong Province. "It's not just the way of consumption. It has changed, and more importantly, the concept of consumption has changed.”

  Now, many retirees pay more attention to the pursuit of quality of life.

Cai Liuyang, a Ph.D. in the Department of Psychology of Tsinghua University, said: "They are willing to contact new consumption channels, and the economic burden is reduced, which will lead to consumption compensation psychology, and they are more willing to spend money."

  In addition to retirees, there are also novice parents, young people in small towns, and the consumer groups are more subdivided.

With the transformation of imitation and wave consumption to personalized and diversified consumption, the role of these consumer groups in driving consumption is more obvious.

  "I like to collect some cartoon figures (collectible character model toys) the most." said 22-year-old Lin Yu, a resident of Nanshan District, Shenzhen, Guangdong.

Data released by Tmall shows that figures, trendy shoes, e-sports, photography, etc. are the most popular hobbies among young people born in the 1995s.

  "After buying milk powder and diapers, I also choose a lipstick in a popular color." Fan Lanlan, a resident of Harbin, Heilongjiang, bought a lot of things on the "New Year's Day" on the e-commerce platform.

According to the "2020 China Internet Maternal and Infant New Generation Research Report" released by iResearch, the post-90s and post-95s have become the mainstream users of mother-infant parent-child platforms, accounting for over 65%.

In addition to purchasing physical goods such as food, clothing and daily chemical products, novice parents have an increasing demand for service consumption such as children's games and professional early education.

  Luo Huaiyan from Makan Group, Guihua Township, Jinsha County, Bijie City, Guizhou Province, is a typical small-town youth. She spends 40 yuan every month to buy audiobooks from the audio sharing platform Himalaya. Currently, the cumulative listening time has reached 3,183 hours.

According to media surveys, young people in small towns are not only interested in cost-effective products, but also willing to invest in self-improvement learning. 73% of them have participated in skill training courses, and 43% of them have actively purchased paid courses.

  "Self-heating small hot pot, single-person rice cooker..." This is the shopping list of 24-year-old Zhang Xiaoyu, a resident of Qiongshan District, Haikou City, Hainan.

One-person meals, customized tours for singles, and half-dish dishes have become fashionable, and many industries such as catering and small household appliances are targeting the young single group with huge potential and constantly launching new products and services.

  Market supply accelerates innovation

  Promising prospects for niche and customized goods and services

  "Two days ago, I asked an old master to order a handmade tea cup as a birthday gift for my mother." Qi Qi, an employee of a new media operation company in Taiyuan, Shanxi, loves niche products. For her, an industrial assembly line produces it. The popular tea cups cannot express their special feelings for their mothers. "It is still hand-made products that can realize some of their design ideas, and have more texture and charm."

  Nowadays, the trend of consumption upgrading in my country is becoming more and more obvious.

In the past, the method of classifying consumer groups with a single indicator of gender, age, income, etc. has been difficult to accurately reflect the needs of consumers, and niche and customized consumption has emerged.

  "Generally, there are several shelves for baby food in supermarkets, but there are often only one or two layers of elderly food, and there are few types. Elderly soybean powder, elderly milk powder... They are similar in my opinion." The 65-year-old resident of Jing'an District, Shanghai this year Yang Chengzhi wanted to buy himself some snacks, but he couldn't find any suitable products in the supermarket.

  Experts suggest that with the deepening of my country's population aging, special food research and development should be carried out for the elderly, focusing on providing nutrients that the elderly need, such as dietary fiber, calcium, antioxidants, etc.

In addition, the varieties should be as diverse as possible, and the taste should be richer. Some snacks, such as seaweed, nuts, preserves, dried meat, etc., can be specially developed for the elderly.

  "There is a children's playground next to it. There is a hot spring in the hotel. This parent-child hotel is very suitable for taking children to relax for two days. But a room costs more than 1,400 yuan per night, which is a bit expensive. During the Spring Festival, the price doubles, and it is even more affordable." Chaoyang, Beijing District resident Zhang Li said.

  "There are also parent-child hotels with a few hundred yuan, but most of them don't have parent-child entertainment facilities, usually just a small tent in the room." Zhang Li's family has two children, and they basically have to book parent-child hotels when traveling. There are more hotels, but there are still relatively few high-quality parent-child hotels suitable for mass consumption.”

  In recent years, with the adjustment of the birth policy, the market potential of cost-effective parent-child hotels is huge.

Experts suggest that the design of parent-child hotels should fully consider the characteristics of children's activeness and curiosity, pay attention to improving security in terms of hardware facilities, and focus on launching parent-child entertainment activities that are more in line with children's characteristics in terms of software services, so as to form a more complete parent-child comprehensive service. system.

  Supply and demand matching should be more precise

  Supply-side structural reform aimed at subdivided consumer demand

  The trend of consumption segmentation is obvious, but the business opportunities in the segmented market are not easy to grasp.

The mass and standardized production of the traditional manufacturing industry, and the popularization and process-based services of the traditional service industry are all difficult to meet the increasingly personalized and diversified needs of consumers.

  "Currently, consumption upgrading is the mainstream, and consumption segmentation is the norm. If the people have any needs for products and services, the supply side must find a way to meet them. For enterprises, it is the key to recognize trends and seize opportunities." Guan Qingyou, director of the institute, said.

  ——User "portrait" should be more accurate.

  Consumption data doesn't have the ability to manufacture, but it knows what to manufacture.

Whether it is a world-renowned brand or a large number of small and medium-sized enterprises, they should have user thinking and Internet thinking in order to produce products and services that meet the trend of consumption upgrading and consumption segmentation.

  Zhao Ping, vice president of the Research Institute of the China Council for the Promotion of International Trade, suggested that companies should focus on using consumption big data to segment the market, starting from the dimensions of purchase frequency, consumption habits, etc., to more accurately describe the characteristics of consumer behavior, and to more accurately outline consumers.” portrait”, so as to better grasp the market demand.

  - Product features should be more adequate.

  During the "Double 11" shopping festival in 2021, Midea's smart small appliances won the favor of young consumers in the whole network sales, of which the sales contributed by the post-00s reached 290 million yuan.

The relevant person in charge of Midea Electric said: "The smart multi-head induction cooker and the hand-free smart wall breaker are all products we developed after understanding the needs of young users."

  Zhao Ping believes that enterprises should improve their satisfaction with consumer demand through precise R&D, lean production and precise marketing. They should not only be good at using big data to analyze the market, but also optimize the supply chain and improve the response speed. Production and marketing seize market opportunities.

  - Service efficiency should be higher.

  Taking the domestic service industry as an example, some consumers not only need regular door-to-door cleaning services, but also put forward higher requirements for the comfort of their personal living space.

In order to meet the needs of this market segment, professional housekeeping service models such as sorting, nursing and housekeeping have emerged.

  To better meet these subdivision needs, it is inseparable from the improvement of industry management and organizational efficiency.

Experts suggest that the service industry should use cloud computing, big data and other technologies to realize the precise connection of supply and demand, optimize the internal management process, and effectively improve the efficiency of operation and management.

  The new demands of consumers are new requirements for the industry.

At present, personalized and diversified consumption has become an important trend. Enterprises in related industries must calm down, grasp the various characteristics of subdivided needs keenly and accurately, carry out supply-side structural reforms, promote their own development, and better meet the growing needs of the people. good life needs.