Last night, I chatted late with friends who do foreign trade in Dongguan, mainly discussing what is consumption upgrading. He was going to buy Anta's shoes, but found that the store was closed before choosing Nike. In his view, the standard of consumption upgrading is to spend less money to get the same product experience, and it is comfortable to wear it.
At that time, I was surprised by this statement, because in the impression, many small bosses like him thought that wearing luxury goods was a consumption upgrade. I have to admit that the consumption concepts of this generation of young people and the older generation are indeed very different.
Their consumption concept is becoming more and more rational, paying more attention to the "upgrade" of cost performance and use experience. Recently, we have also seen a set of data showing that nearly 90% of young people believe that their consumption concept has changed, and consumption is based on actual demand, which is in line with the cost performance. Under this wave, more and more young people have begun to actively embrace domestic production.
The rise of millet is very typical, in the first quarter of this year, the global smart phone market share, millet is second only to Samsung, Apple. Countless netizens rejoiced, and it was the young man who made Xiaomi stable in the third place in the world. Because among Xiaomi users, men account for more than 64% and users under 35 years old account for nearly 60%, which is enough to show that young men prefer Xiaomi mobile phones with high cost performance. Generally speaking, Xiaomi's feel, battery life, pixels, etc., comprehensive ability is better than other mobile phones at the same price.
Another example is the rise of domestic beauty, the market size of China's beauty industry is expected to exceed 500 billion this year, while domestic beauty accounts for more than 56% of the market share. The water milk of the gazelle, the cream of the jade, the makeup of the oranges... Gradually replace Korean makeup and board the makeup table of young girls.
A set of data from the sale platform Vipshop also shows that Kolaqi, Huaxizi and Tangerine won the top 3 in the domestic beauty field, and Colaqi's sales soared by more than 140%, which was bought by a large number of post-90s and post-95s. Moreover, the "cutting-edge brand plan" launched by Vipshop is to help domestic beauty get more exposure and expand brand awareness.
Little Red Book is regarded as a "grass planting shrine" for young women, like a barometer in the field of beauty. Kolaqi and HuaXizi are high in the search popularity of the app, and the cumulative number of notes exceeds 80,000, which can also reflect the popularity of domestic beauty from the side, and women have begun to become consumer rational.
Whether it is the explosion of millet or the popularity of domestic beauty, it is a concrete embodiment of the change in the consumption concept of the younger generation. When everyone understands the true meaning of consumption, more and more people are more willing to spend money on the blade. Such a change will also promote the further upgrading of domestic production.