This generation of young people shopping with personality
Shopping requires social media, consumption is keen on "quality-price ratio", and pays attention to unique experiences... "Gen Z" (those born between 1995 and 2009) have distinct personalities and are willing to pursue and try new things. , the influence of the media, their online consumption habits are also deeply influenced by the Internet, showing the characteristics of "focusing on social networking", "focusing on services" and "focusing on quality".
shop around
Open the content sharing of self-media bloggers, learn about the pros and cons of the latest products, and then shop around to find the channel with the most satisfactory price. Today, this has become the "standard" for young groups to consume.
"I will first read many professional reviews on Weibo and Xiaohongshu, and pay attention to the content of several different bloggers. After a long time, it is easy to tell who is advertising and who really wants to share product reviews. "Wang Sha, who was born in 1998 and lives near Suzhou Street, Haidian District, Beijing, is a graduate student at China Agricultural University. She has a lot of experience talking about the consumption habits of young people.
Knowing more about the evaluation and the advice of industry insiders does not mean that young people will follow blindly, but will choose suitable products carefully.
Wang Sha told this reporter that she usually pays attention to many beauty and fashion bloggers, but she will fully consider her own conditions when she actually buys products, and it is definitely not what others say.
"My classmates and I are like this. Everyone likes to look at beauty makeup and the latest fashion trends, but the products suitable for different skin types, body shapes and styles are completely different. If our own situation is similar to that of bloggers, we can buy After the product has been tried, the effect is good, so I will continue to pay attention to this brand. Refuse to fool and consume rationally." Wang Sha said humorously.
At the same time, when choosing a shopping platform, some platforms are cheap but the products are of different quality, some platforms have rich categories but high prices, and some platforms have first-class logistics speed to meet the urgent needs of products... According to the characteristics of different platforms, young consumers It will also soberly compare the pros and cons of several products, and make the best choice in the face of different products.
Happy to recommend
Generation Z is a group that cannot be ignored in the new wave of consumption. They have the courage to express their opinions and are also rational and savvy consumers.
According to the "Generation Z Youth Online Consumption Insight Report" recently released by the 21st Century Economic Research Institute, more than 70% of young people tend to learn about brand information through the evaluation and recommendation of bloggers on self-media platforms. At the same time, young consumers are highly concerned about it. "Authentic", "Compliant" and "Safe".
It is worth noting that the deep binding between shopping and social networking is also one of the consumption characteristics of young people. More than 62% of young users will recommend to their friends when they find a brand they like.
Li Yongjian, a researcher at the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences, said that Generation Z is the aborigines of the digital world. They pursue more personalized consumption, and attach importance to the cultural, creative and emotional added value of products or services.
This makes customization, exclusive products, personalized service and more favored by Gen Z.
In the process of consumption, they will integrate their own aesthetic taste, hobbies and other elements, and put their emotions into the experience process.
They tend to integrate personalization into specific circles, fully integrating social, consumption, interests, etc.
Expert research points out that Generation Z is willing to show their personalities in social networking, and they also value the brand’s personalities in consumption, not only consuming brand products and services, but also consuming the temperament and lifestyle represented by the brand. Meet social needs in circle consumption.
Compared with consumers of other age groups, young people are more willing to express themselves, share, and want to be noticed and heard.
Young consumers are easily affected by sharing, which increases their desire to buy, and the socialized consumption pattern is more prominent.
Focus on quality
The increasing consumption power of young people also makes them pay more attention to the "quality-price ratio" of products and are willing to bear high prices under the premise of high quality.
"Some merchants think that we will be attracted by fancy packaging, and designing the product to look good will make us want to buy. In fact, this is not the case. Our main concern is always the quality of the product. The quality of the product is not outstanding, and the marketing No matter how 'dazzling' the tactics or advertisements are, it won't help." Li Siwen, a third-year undergraduate student in finance at Renmin University of China, told this reporter.
Young consumers have higher requirements for humanized services.
According to the "Generation Z Youth Online Consumption Insight Report", 46.3% of young people believe that "comprehensive, thoughtful and accessible services" are an indispensable part of the shopping process.
The offline shopping scene has an intuitive and rich experience, and the teller can give a detailed introduction to the product performance; but online, this attribute will be greatly weakened, and the customer service sometimes cannot provide enough humanized service.
Young consumers grew up in the Internet era, and their service quality requirements for online shopping are no less than offline, and their personalized demands are richer, and they value the quality of customer service in online shopping.
As young consumers gradually show stronger purchasing power, they also put forward higher requirements for the quality of online services in industries such as beauty, fashion, and entertainment that they are more concerned about.
For related companies, while meeting the needs of young people who focus on quality and performance, they should also optimize online shopping experience and strengthen customer service capabilities, so as to continue to win the favor of consumers.
Zhang Yiwu, a professor at the Department of Chinese at Peking University, said that the main consumer groups of many Guochao products are Generation Z.
The growth stage of Generation Z is a period of rapid social development in China. They have a strong sense of identity and belonging to the country, and this identity is also fully expressed through consumption.
Sun Yahui