Consumption tends to be more rational, paying attention to digital transformation goods, loving the new national trend style, and the new youth are leading the new trend of online shopping with new consumption concepts.
At the seminar on "Development of New Youth Fashion Consumption Trends" held recently, the research group of Beijing Normal University released the "2021 New Youth Fashion Consumption Trend Development Report" (hereinafter referred to as the "Report"). The report believes that the new youth group has become the main force of fashion consumption, showing greater "explosive power" and development potential in a variety of fashion consumption scenarios, Pinduoduo has become the preferred cost-effective platform for fashion consumers, and the domestic and foreign fashion brands on the platform are favored by new young consumers.
The study of new youth and new consumption propositions in the report triggered heated discussion among the participating experts. Experts believe that new youth chase fashion elements, influence fashion attitudes, and then empower fashion products or brands. The rise of the new national tide of consumption is also a manifestation of the new youth's self-identity and national identity.
Nearly 70% of new young people value cost performance
Studying the consumption patterns of new youth groups, including attitudes towards fashion consumption, "in a sense, like a human nose, can be keenly felt by a change in the external environment." At the seminar, Li Biao, director of the Institute of Public Opinion of Chinese University, said that consumption behavior and consumption phenomena have the most intuitive and significant indicative effect on the entire social and economic development.
The "2021 New Youth Fashion Consumption Trend Development Report" summarizes the main characteristics of online shopping for new youth groups.
According to the survey data, 21% of new young people have to make online shopping every day, 62% of the population said that the willingness to buy online in the future will increase, and nearly 70% of new young fashion consumers should first consider cost-effective factors when shopping.
The research group of Beijing Normal University believes that new young consumers tend to be more rational when consuming, and the conspicuous consumption behavior is reduced. Among them, in the field of digital 3C, high performance and cost-effective configuration are the directions pursued by more new young consumers. The report takes the "RTX series notebook new product launch" activity launched by the Pinduoduo Ten Billion Subsidy Channel in 2021 as an example, which provides official subsidies of up to 1,000 yuan on the day of the event, and the relevant preferential information forms a fission-type spread in the player WeChat group, games and hardware communities, and the RTX3070 and RTX3060 game notebooks from multiple brands such as Mechanical Revolution and Shenzhou attract consumers' enthusiastic spelling orders.
Chen Chen, a researcher at pinduoduo new consumption research institute, said, "In the 10 billion subsidy channel, Pinduoduo has joined hands with many brand owners to jointly promote and implement direct consumption subsidies and substantial profits for brand standard products with high attention, good sales and good consumer feedback in the market, so that consumers can truly feel the benefits, which is also the main reason why young consumers recognize the hundred supplements." ”
Consumption is not enough, careful calculation is quality; shopping is social, willing to share strategies with friends. Yu Guoming, a professor at the School of Journalism and Communication of Beijing Normal University, said that the "New Youth" series of research reports is a three-dimensional study of specific groups by the research group of Beijing Normal University, hoping to provide a point of view and an analytical perspective from the perspectives of communication, sociology and economics.
The digitization of the national tide is the trend
With the cross-border collision of IP, artists, different industries or brands, traditional products are constantly injected with fresh elements, bringing new young consumers an emotional experience in many aspects such as value recognition and nostalgia. In the view of Ding Hanqing, deputy dean of the School of Journalism and Communication of Beijing Normal University, new youth chase fashion elements, influence fashion attitudes, and then empower fashion products or brands.
In the first half of 2020, the sales of original Hanfu on the Pinduoduo platform increased by 30 times. The picture shows the original Hanfu "Colorful Clouds" of the Pinduoduo Dunhuang mural joint model. Wu Ming/Photo
The new national trend style has become the favorite of post-95 and post-00 consumers. On the Pinduoduo platform, the new youth have their own "national tide and new ideas". The report shows that in the first half of 2020, the original Hanfu grew the most rapidly in the niche clothing category of the Pinduoduo platform, with a year-on-year increase of 30 times. Under the leading role of the new e-commerce platform, Hanfu has developed into a circle culture, gradually compatible and popularized in various tier cities, and there is a trend of development towards Changfu.
In the fashion model of new youth and new consumption, domestic brands are also rising strongly. According to Pinduoduo data, domestic brands such as Hongxing Erke, Huili, Yuanqi Forest and Shanghai Jahwa have been shortlisted for the list of the most favorite brands of new young consumers on the platform. During the 2021 Pinduoduo 11·11 promotional campaign, the platform will also tilt traffic and tens of billions of subsidy channel resources to new domestic brands, and will continue to help the traditional brands of domestic goods to be renewed and the rise of new wave brands of domestic products in the future.
At the same time, the pandemic has catalyzed the digital transformation of the fashion industry. Cloud shows, online live broadcast exhibitions, etc. have become new ways for young people to consume. In March 2020, the Metropolitan Museum of Art and other 7 of the world's top museums launched online live broadcasts in Pinduoduo, selling nearly 1,000 kinds of museum features. The 2021 Shanghai Book Fair offline exhibition has been postponed due to the epidemic, but readers can enjoy the 2021 good books recommended by the Shanghai Book Fair through the "More Reading Month" year-end reading week and travel to the spiritual homeland. "The Pinduoduo platform will continue to create digital activities, launch cross-border joint names and diversified products, and meet the diversified needs of new young consumers." Chen Chen said.
Liu Dehuan, deputy dean of the School of New Media of Peking University, believes that the fashion consumption of new youth can be summarized by 7 "modernizations", namely life, personalization, national tide, science and technology, circle layering, empathy, and digitalization. "The new national tide is actually a manifestation of contemporary Chinese young people's re-understanding of their own culture and realizing self-identity and national identity."
Text/Qin Shengnan
Edited by Wang Lin Proofreader Fu Chunyan