95.3% of the youth surveyed confirmed that this year's young people are more "savvy" in consumption

With the end of "Double 12", this year's large-scale e-commerce shopping activities are nearing the end. In the comment area of related topics of the shopping festival, remarks such as "did not buy 100% of the province" and "do not have to pay the final payment to like yourself" occupy a high praise position. From the past impulsive consumption, advanced consumption, to now pay more attention to spending, spending right, many young people's consumption concept is changing.

Last week, a survey of 1,520 young people conducted by the Social Survey Center of China Youth Daily (wenjuan.com) showed that 89.3% of the young people surveyed said that their consumption concepts had changed in the past two years. The biggest change is buying good and focusing more on quality. 95.3% of the young people surveyed felt that young people were more "savvy" in consumption.

95.3% of the young people surveyed feel that young people are more "savvy" in consumption

Wu Niannian (pseudonym), a new mother in Beijing, is recently experiencing a "break away". With a baby, I have to buy a lot of things, but the home is already full, "I really regret that I bought too many things, and many of them have not been unpacked." Now before I buy something, I think about it. You can buy expensive ones but must be practical and good value for money. I also do not reject some second-hand goods that are in good condition and can make full use of resources."

Liu Dan (pseudonym), a post-90s generation, works for a financial company in Beijing. She introduced that she used to buy a lot of clothes, shoes and bags every month, the most exaggerated time, 3 months to buy 5 bags, is a veritable "moonlight family", "during that time, every month was stretched." Once, after putting all the money together to pay the rent for the next quarter, I had no money to eat, so I had to live by installments and borrow money."

Liu Dan admitted that after that time, she reflected on her consumption methods that were problematic. Now, she will only buy useful things, "this year's 'double 11' and 'double 12', I did not place many orders. Bought only some necessities and a down jacket."

Qiao Yu (pseudonym), who works in Shenzhen, got his first job in 2019. The change from a student to an office worker's role made him start to spend a lot of money, and the things he was reluctant to buy were bought as soon as his mind was hot, and eventually there were a lot of idle items. "I like fitness, I bought fitness equipment and wanted to exercise at home, but because the house was small and there was no sports atmosphere, I only used it a few times with fresh energy when I first bought it, and I never touched it again."

"I'm going to pay particular attention to practicality when I buy things now, and then look at the price. If it doesn't work, the price will not be bought no matter how cheap it is. If it is used for a long time, even if the price is expensive, I am willing to buy it. Qiao Yu said that he will not see the discount promotion now to place an order, "like daily necessities will be stockpiled in moderation, most of the things are usually bought as you go, and it is not much expensive." Recently in an e-commerce promotion, I bought a small quilt and used it for lunch breaks." Qiao Yu can now save 40% of his monthly salary.

Wuhan youth Liu Jie has been working for 4 years. After changing jobs several times, his income has increased a lot, but he is more "cut" in spending money, "I will give priority to cost performance, not necessarily a famous brand."

In the survey, 89.3% of the young people surveyed said that their consumption concepts have changed in the past two years. Specifically, the biggest change is to buy good and pay more attention to quality, and then the awareness of saving money has become stronger, and impulse consumption has decreased. Others include: only buy useful, moderate and planned consumption, and pay more attention to domestic products.

95.3% of the young people surveyed felt that young people were more "shrewd" in consumption.

Zhang Baoyi, president of the Tianjin Sociological Society, feels that young people's consumption concepts are undergoing great changes. They are more mature than before, and have begun to focus on frugality and saving, "more cautious in consumption." But it will also pursue quality and pursue self-satisfaction." He also feels that in recent years, young people have paid more attention to domestic products. "They value both quality and price, and domestic products meet this demand." Nowadays, information is developed, and young people will not blindly worship foreign products and can evaluate objectively. Patriotic feelings and hometown complexes have also prompted them to begin to value domestic products."

64.5% of the young people surveyed believe that young people have an enhanced concept of financial management and know how to rationally plan their income

Liu Dan sighed that the previous experience of "moonlight" had plunged her life into chaos, "spending money for a while, eating and drinking all months flustered." "Economic pressures forced me to reflect and change my consumption habits." The epidemic in the past two years has also made her feel a little, "worried that the income will be lower, then the situation will be very difficult."

Qiao Yu also said that the epidemic is an important reason for his change in consumer behavior. "When the outbreak broke out, I was only working for a few months, spending money uncontrollably and not saving a bit. The company's production capacity was affected, and the online office was only paid basic salary. During that time, I couldn't even get the rent money, so I had to ask for it from my family, which was very embarrassing." Qiao Yu said that this made him realize that he must have a deposit in his hand, and there are more ways to deal with unexpected situations, "Since then, I will never consume uncontrollably, but will only buy items that are really needed and cost-effective."

Liu Jie said that as he grows older, his sense of family responsibility is also stronger, "Although I am not married yet, I will prepare for the future and hope to provide a happy life for my family." Now I have a loan to buy an off-plan house and am paying it off every month. Economic pressures also motivate me to consume rationally."

Young people's consumption concept has changed, 64.5% of the surveyed youth believe that the financial concept has been enhanced and they know how to rationally plan the use of income, 54.4% of the interviewed youth pointed out that they are aware of the harm of "moonlight", 50.0% of the surveyed youth analyzed the economic pressure and the increase in expenditure scenarios to force consumption rationality, 48.3% of the interviewed youth believe that the outbreak of the new crown pneumonia epidemic has promoted the maturity of the consumption concept, and 30.6% of the interviewed youth believe that it is to prevent uncertainty and improve the awareness of risk avoidance.

Zhang Yi, a researcher at the Institute of Social Development Strategy of the Chinese Academy of Social Sciences, believes that an important feature of rational consumption is not to win by quantity, but to pay attention to the satisfaction of demand in the process of consumption upgrading, from quantitative to qualitative. "At present, the education level of young people is improving, and consumption is more rational. Moreover, due to the impact of the epidemic, the awareness of individual risk prevention and family risk prevention has increased. Therefore, after the epidemic stabilized, there was no retaliatory consumption situation in our country, but generally more focused on savings."

Zhang Baoyi analyzed that young people pay more attention to the sense of experience and spiritual pursuit in consumption, which is an important reason for the improvement of their consumption quality. Whether it is a product supplier or an e-commerce platform, it is improving the experience in terms of product quality, price, and after-sales service, which creates a very good market environment for young people's rational consumption. In addition, the group effect of young people's consumption is very strong, which promotes the maturity of their consumption. "For example, a good commodity, good quality and low price, they will share with each other, with the development of social platforms, it will soon spread."

Among the young people surveyed, 13.6% were post-00s, 26.8% were post-95s, 38.6% were post-90s, and 21.0% were post-85s. Men accounted for 37.3 per cent and women for 62.7 per cent. 32.8% live in first-tier cities, 42.8% in second-tier cities, 20.4% in third- and fourth-tier cities, 3.3% in counties or towns, and 0.7% in rural areas.

China Youth Daily, China Youth Network reporter Du Yuanchun Intern Yao Yipeng Source: China Youth Daily

Source: China Youth Daily