Over 80% of respondents are willing to spend more for a better experience

  For experiential consumption, respondents are most concerned about technical content and novelty

  With the improvement of living standards, people's consumption concepts and demands are also changing. Especially the consumption of many young people began to focus more on experience. They pay attention to authentic food, stylish dress, design, culture and shopping environment. They are also more willing to spend money on comprehensive and intangible leisure and entertainment projects and products, such as homestays, theme parks, and diving. Are you willing to pay more for a richer experience?

  Recently, the Social Survey Center of China Youth Daily conducted a survey of 1022 respondents through the questionnaire network (wenjuan.com), which showed that 86.6% of the respondents were willing to spend more for a better experience. The two most popular experiential consumption of consumers are trial type (49.9%) and interactive type (49.2%). For experiential consumption, the two factors most concerned by respondents are technical content (49.9%) and novelty (48.9%). Regarding experiential consumption, the biggest concern of respondents is that businesses use “experience” as a gimmick and sell low-quality products and services.

Respondents like trial and interactive experiential consumption most

  Sun Xinyi, who lives in Chengdu, became a mother this summer. During her maternity leave, she often used her baby stroller to walk around the shopping mall near her home. "Since I have a baby, I have paid more and more attention to the shopping environment when I go out to eat and buy things. The shopping environment is more comfortable, where you can eat, shop, and entertain, and there are well-equipped maternity rooms. On weekdays, like me There are particularly many mothers and elderly people who take children in shopping malls."

  In recent years, staying in a homestay has been popular among young people as an experiential consumption.

  Li Ziming (a pseudonym) started operating a homestay near the Sun Palace in Chaoyang District, Beijing, in October last year. He is busy arranging new guest rooms as he approaches the 11th holiday.

  "There are many types of guests staying in homestays. For example, those who bring their homes to travel are more convenient and feel at home. Young people who like gatherings can also rent homestays for parties. There are also companies that rent homestays for meetings and training. "Li Ziming said.

  The survey shows that 86.6% of the respondents are willing to spend more money to get a better experience when buying a certain product or service, 10.7% said it’s not good, and only 2.7% are unwilling.

  There are many types of experiential consumption. According to the survey, the two most popular types of respondents are trial type (49.9%) and interactive type (49.2%). Then comes the action category (45.5%) and the display category (43.5%). Others include emotions (39.3%), thinking (37.1%), etc.

  "Experiential consumption is an important part of the experience economy." said Zhang Yunlai, director and associate professor of the Tourism Management Department of the School of International Economics and Management, Beijing Technology and Business University. "At present, many consumers pay more attention to the overall consumption experience. These experiences include four aspects: one is The experience of the function of the product itself; the second is emotional experience, such as the feeling of happiness or pleasure brought about by consumption; the third is cognitive experience, such as increasing knowledge and expanding horizons from consumption; the fourth is social experience, such as building a relationship with others through consumption activities And the connection of social groups".

  The survey shows that for experiential consumption, the two factors most concerned by respondents are technical content (49.9%) and novelty and interesting (48.9%), style and values ​​(44.6%), cultural connotation (44.0%), beauty and exquisiteness ( 43.7%), economic benefits (41.9%) and emotional resonance (37.7%) are also factors that receive more attention.

  Qi Yu (pseudonym) works for a mobile marketing company in Shenzhen. Although he is about to "run three", he still laughs at himself as a "big kid who loves to play." "New games, new restaurants, new digital products, popular sports, even if it feels a bit expensive, I want to experience it. Anyway, many things are just tried once, and it doesn't matter if you spend more money."

  Zhang Yunlai pointed out that from the perspective of manufacturers, the popularity of experiential consumption requires manufacturers not only to insist on function orientation when designing products, but to pay attention to satisfying consumers' comprehensive experience before, during, during and after use. From the perspective of the seller, we must pay attention to the establishment of themed consumption scenes. For example, theme restaurants not only sell food, but also enrich consumers' dining experience through technical means such as sound, light, and electricity and cultural connotations.

58.6% of respondents worry that businesses use "experience" as a gimmick and sell low-quality products and services

  "When the homestay is ready, it can become an online celebrity check-in point." Li Ziming said, the high-end homestay, with outstanding style, was rented by some young people to take pictures. "The homestay is no longer just a place to stay for them." .

  What experience does the respondent hope to get in the process of consumption? The survey shows that feeling happiness (47.5%) and increasing knowledge (46.7%) are the two most popular demands, followed by release of stress (41.7%), stimulation of imagination (40.7%), and sense of accomplishment (40.3%).

  During her maternity leave at home, Sun Xinyi became obsessed with buying small kitchen appliances, and she would also post photos of the food she made to her circle of friends. "I finally had the opportunity to stay at home, so I wanted to enjoy life. Although I bought some things and only used them once, I felt very fulfilled when I looked at my work and felt that I was still very emotional and fashionable. of".

  The survey shows that respondents also hope to gain a sense of belonging (36.3%), express themselves (34.8%), and gain a sense of superiority (29.3%) through experiential consumption.

  Zhang Yunlai analyzed that there are at least two reasons for the emergence of experiential consumption: First, it is based on the premise that the product is extremely rich. Consumers have more choices, resulting in fierce competition among manufacturers, forcing manufacturers to continue to innovate to meet the diverse experience needs of consumers. Second, it is based on the improvement of people's living standards. When people have sufficient financial resources and time, experiential consumer demand will arise. Consumers are willing to pay for experiential consumption, reflecting the upgrading of consumption concepts.

  For experiential consumption, respondents also have concerns. 58.6% of respondents are worried that merchants use "experience" as a gimmick and sell low-quality products and services. 48.3% of respondents feel that "experience" is an intangible product and the quality is not easy to measure. 48.0% of respondents are worried The experience of the consumption process is excluded from consumer rights protection projects. 47.0% of the respondents pointed out that some "experiential marketing" is actually a new MLM method, and 43.4% of the respondents believe that if they do not think about judgment, they may be harmful Experience of physical and mental health.

  "Some criminals use so-called'experiential marketing' to deceive people." Qi Yu said that his parents had been dragged to participate in "experiential" product trials several times. "According to parents, they were dragged away. Most of them are elderly people. Most of the organizers sell health care equipment. First, they give lectures on how the products are easy to use and how the sales system is reliable. Then let the elderly buy or pay to become members, and then bring relatives and friends in."

  E-commerce live broadcast is a popular experiential consumption. Sun Xinyi said frankly that when she watched e-commerce live broadcasts, she couldn't help but "chop hands" to buy things recommended by the anchor. "Some are really good and cheap, and some are not reliable."

  "There is a difference between the experience of online consumption and offline consumption. The types, quantity, and quality of the experience obtained from online consumption are lower than those of offline consumption. The main reason is that the online design stimulates consumers' sense of hearing, taste, smell, and touch. There are certain obstacles." Zhang Yunlai analyzed that even if there are obstacles, the online economy must also focus on consumer experience. For example, clothing online stores use VR technology to achieve try-on, the platform improves the speed of logistics and distribution, and realizes free returns and exchanges. Offline merchants have already transformed into experiential commerce. For example, home furnishing stores not only provide product functional experience, but also provide experiential consumption scenarios, providing consumers with cognitive experience about home decoration layout and matching, and bringing consumers a pleasant and comfortable emotional experience. Even if many consumers do not shop, they already regard "hanging out" in the store as a way of leisure, which is a social experience.

  China Youth Daily and China Youth Daily reporter Zhou Yi Source: China Youth Daily