Changsha Evening News Pocket Changsha, February 24 (All-media reporter Fan Honghuan) from small package snacks to mini milk tea that was swiped by netizens, from mini home appliances to the recent sale of the fiery Wuling Hongguang MINIEV... Once upon a time, people were keen to pursue "big" when choosing places to consume, because "big" represented many and complete, and consumers could have more choices. But now, with the stratification of consumption, the era of anything can be mini-arrived. Recently, the reporter visited and found that there are more and more "mini" consumption scenes in Changsha today, which has ignited the mini economy.
The pricing is close to the people, and the high-value mini new energy vehicles are popular
Nowadays, whether it is on the way out to buy vegetables or on the way to pick up the baby from school, a new energy vehicle with fresh color and cute square can be seen everywhere in Changsha. With the phrase "people's scooter" and people-friendly pricing, Hongguang MINIEV has almost started the whole process in the past year or so. From the initial monthly sales of 20,000+ to the later 30,000+, and then to today's 40,000 +, this small car built by Wuling has gradually become the most popular "net red" car in the new energy vehicle market. The fresh and healing colors such as avocado green, white peach powder and lemon yellow, with small shape and fashionable appearance, make many young people fall in love with this surrogate car.
"The boxy body with fresh color scheme is particularly fashionable and youthful, and the children especially like it, and the neighbors want to rub my car and say that my car is particularly healing." Ms. Wu told reporters that her purchase of Hongguang MINIEV is mainly to transport children to and from school and meet their commuting needs. The size of the car is small, parking is more convenient, drive to the narrower section of the road, do not have to worry about the car can not pass.
The top model is less than 40,000 yuan, the mini appearance size has four seats, and the battery life of 170km only requires less than 10 yuan... Ms. Li, a citizen, said frankly that from a female driver who just got a driver's license to a veteran driver, Hongguang MINIEV contributed to it. "I actually have a big car at home, but every time I drive it, I'm scared and afraid of bumping." Until she once saw a mini body and a simple new energy car, she decided to get off.
The reporter combed and found that at present, small and even micro electric vehicles have begun to become the power point of major car companies, according to incomplete statistics, there are now as many as 40 pure electric small micro cars that can be bought on the market, such as Wuling Hongguang MINIEV, Euler Black Cat, Chery Small Ant, Ben E-Star and so on. On major social platforms, many netizens shared their strategies for buying car films, interiors and other decoration mini cars, attracting many female car owners to comment on them.
Enamel cups for hot pot, a meal can be ordered more than a dozen dishes
A steaming pot of Mandarin duck pot bottom, next to a dozen small cups of hot pot ingredients, on the 23rd, in a cup hot pot restaurant on Changsha Jiefang West Road, the post-95 white-collar Oda is posing with friends to take a variety of selfie poses. With the various ingredients in turn into the pot and accompanied by a large cup of soda, Oda's happiness suddenly emerged: "It is too cute to put the ingredients in the cup, especially for people like me who don't eat much, but want to try every dish." ”
In most mainstream hot pot restaurants, it costs 48 yuan to order a piece of beef, 68 yuan for a piece of hairy belly, diners must be "careful" when ordering food, and it takes two or three hundred pieces to order three or four dishes. The so-called "cup and cup hot pot" is to use all the dishes to be presented in small enamel cups, and different colors represent different price points, ranging from a few yuan to dozens of yuan. Although each dish does not seem like much, it is not difficult to eat, which allows diners to be "careless" when ordering, and can order more than a dozen dishes at the end of a meal.
"Usually eating hot pot, it is easy to order too much in one breath, and the ingredients that cannot be eaten in the end are wasted." Huang, who punched the cup of hot pot for the first time, said that the ingredients of this hot pot point will be packed in small cups, and the price is differentiated according to color, and the price of the ingredients ranges from 8 cents to a few dollars.
In a hot pot restaurant in Wanjiali Plaza, the short tables and chairs are matched with a simple decoration, making people feel like they have arrived at the stall, and they can eat and drink regardless of the image, which is quite grounded. According to the owner, there are less than 20 tables in the store, but it can receive more than 160 customers every day. With its low cost of opening and the mode of small dishes, this type of hot pot restaurant provides consumers with a higher cost performance than mainstream hot pot brands.
Milk tea is half as small, but it can get double happiness
Pearls, coconuts, creams, crispy crepes... Another cup of normal cup of tea, order! At three o'clock in the afternoon, Feng Hui opened the takeaway software, selected various small materials, and prepared to sort with colleagues in the office to make a few cups of mini milk tea. In this way, the price of each mini version of milk tea is less than 5 yuan.
At the same time as the current beverage iteration and innovation, the "turned out" of the mini cup adds a lot of freshness, and the chubby and small cup body increases the attribute of taking photos and punching cards. According to the White Paper on Food Consumption Trends in China, portable packaging with smaller specifications has won the market's favor. Compared with the large package of XL size, it seems that the "mini category" is more discussed. Under the leadership of major brands, many young people have also opened a DIY model of independent collocation.
The reporter found that on the social platform, whether it is Starbucks, Xicha, a little mini cup, or Shanghai auntie's "small treasure cup", have become young people's new grass planting products, the amount of notes about mini milk tea is as high as more than 40,000. Major brands have launched related products, such as The mini "Pizza Cup" launched by Xi Xiao Tea for a limited time, the pink girl mini cup launched by Fushimi Momoyama, and the ultra-mini milk tea launched by Xiang Piaopiao.
"Mini versions of products are often exquisitely packaged and exquisitely designed, in line with the aesthetic habits of young people." Ms. Huang, a shopkeeper who has been in the milk tea industry for many years, said that today, small packaging is more able to meet the needs of modern consumers in terms of capacity, portability and drinking experience. In her view, the "mini economy" leverages new opportunities for customer acquisition, and the tea mini cup also alludes to this business logic.
Of course, the value of the mini is not only in the "small", but in what new experiences it can bring to customers, creating more interesting forms of consumption. Experts said that the constant innovation and change of consumer trends and consumer preferences have made mini goods a unique segment of the consumer market. At present, Generation Z is becoming the main force of the consumer market, and this group is more pursuing the appearance, quality, and practicality of goods when consuming, so merchants need to try more on the road of exploring the "mini economy".