Economic Daily and JD.com released data——

Comprehensive upgrade of household consumption

Data source JD.com Consumer and Industrial Development Research Institute

Green health helps a better life

　　Ren Weifeng

　　"The people's yearning for a better life is our goal." When the pursuit of a happy and beautiful life is forever, it is an inexhaustible driving force for my country's economic development, and it is also the eternal direction of consumption upgrading.

　　The family is the most basic social unit.

Paying attention to and studying the characteristics and development trends of family life consumption is an important entry point for brands and merchants to serve a better life. It also helps decision-making departments and market entities to grasp the trend changes and promote industrial upgrading and high-quality development.

　　In recent years, the proportion of household consumption represented by food, home appliances, and home furnishing in the overall consumption has continued to increase. While paying attention to quality and health, living consumption has begun to pay more attention to spiritual consumption, green consumption and service consumption. And showing the characteristics of intelligence and segmentation.

Family life scenarios are becoming more and more abundant, inspiring the functionalization and customization of products and services.

The awareness of "low carbon" is deeply rooted in the hearts of the people, driving the upgrading of the concept of traditional home appliances, and "green electrical appliances" and "healthy electrical appliances" have become new trends.

And smart small home appliances that meet the needs of sub-scenarios, such as smart toilets, underwear washing machines, clothing care machines, smart curtains, etc., have gradually been integrated into and enriched daily life.

Among them, smart curtains, clothing care machines and other categories have achieved a growth rate of more than 100% from 2019 to 2021.

Children drive family consumption. Data shows that young parents have shown a scientific and refined trend in refined child-raising expenditures, and sub-categories such as edible oils and condiments for infants and young children have achieved an average annual growth of more than 200%.

　　Although the current consumption growth rate has slowed down, it has remained generally stable, the consumption structure has been continuously upgraded, and the consumption model has been accelerated and iterative, especially in the quality consumption and vertical fields, there is still great growth potential.

It is suggested that relevant industries and enterprises should have a deep insight into the actual needs of consumers in the pursuit of a better life, and meet and lead the upgrade of household consumption through richer categories, more cost-effective products, and more comprehensive services, and improve consumers’ happiness and happiness. Satisfaction, while helping people build a better family life, realize the long-term development and value realization of the enterprise.

It is foreseeable that with the improvement of the quality and efficiency of China's economy and the upgrading of consumption, the people's good life will be more colorful.

　　(The author is a senior researcher at JD.com Consumer and Industrial Development Research Institute)