On December 23, the topic of "five consumer hot words in 2021" was "dominant" on social platforms, triggering a large number of discussions among netizens. It is reported that these five major consumption hot words are summarized and released by Consumption Daily for the new changes and new characteristics in the consumption field in 2021.
Consumption Daily said that the five major consumer hot words in 2021 are monitored and summarized by the newspaper's reporters through monitoring statistics through news reports, social media discussions, short videos and other channels, which are "saving money", "flat replacement", "rationality", "national tide" and "breaking away".
It is not difficult to see from the five major consumption hot words released this time that in recent years, the consumption concept of young consumer groups in China has become increasingly mature, consumption has gradually become rational, and the phenomenon of impulse consumption and large consumption is gradually decreasing.
This year, cbnData, a data survey agency, launched a data survey called the "2021 Youth Consumer Behavior Survey", and a series of interesting phenomena emerged in the course of the survey. Among the 2131 valid samples recovered, post-90s consumers accounted for 33.2%, while post-95s consumers accounted for 35%, accounting for the largest proportion of all consumer groups. In addition, female consumers accounted for 64% of the valid samples, while the total number of valid samples from first-tier cities reached 47.8%, close to half of all sample sizes.
Therefore, the analysis conclusions drawn from this survey have obvious limitations, which can only reflect the choices and trends of "big cities", "young people" and "women" to a certain extent.
The survey results show that the respondents have a tendency to "want to return to the use value of goods and services". In response to the question "What are the most important factors to consider when buying goods", 93% of people chose "what is needed in life", and almost half of them chose "cost-effective", which is the TOP 2 factors that affect consumption decisions.
However, the respondents still care about the characteristics of goods that represent "consumption upgrading". They will buy a product for "good quality" (35.7%) and "good looks" (30.8%). And, in answering the question of "what qualities of a product are you willing to spend more on?", quality, health, and appearance rank high, all of which are related to getting a better experience.
Especially "face value", if the product value can meet the needs of the interviewee group and make it happy, even if the design is complicated or even excessive packaging, it can also be bought, or even spent more money for it. Of course, it is also possible to pay for a simple and concise design, which depends on personal aesthetics, and there is no fixed template. The core point is that when deciding whether to spend more money on these traits, the protagonist is not a commodity, nor a peripheral opinion, but himself.
Consumption Daily believes that in 2021, many young people's consumption concepts and behaviors have undergone obvious changes, and it has gradually become a mainstream trend to pay for just needs. At the same time, some platforms and enterprises have also taken positive initiatives and user education to advocate rational lending and consumption.
Ouyang Rihui, deputy dean of the China Internet Economy Research Institute of the Central University of Finance and Economics, said publicly that the use of new financial instruments by young people is still relatively rational as a whole, but from the perspective of the platform, it is still necessary to guide young people to establish a correct concept of consumption and cultivate rational consumption habits, "If the network platform, such as huabei borrowing measures, can drive other similar products to follow up, create an atmosphere of reasonable consumption in the whole society, prevent young people from over-consuming, and will have a demonstration effect on the self-discipline and healthy development of the entire industry." ”
