Traditional consumer concepts used to see brand and price as the main benchmarks, but now new consumer concepts are emerging, breaking this old model. It focuses more on cost-effectiveness, practicality and domestic brilliance.
First, the focus of consumers has shifted
Over the past decade, the tech consumer market has been dominated by some big international brands, especially in mobile phones. Every time these brands release a new product, they become the focus of the market and attract a lot of attention. In recent years, however, this phenomenon seems to have changed. For example, this year's iPhone 15 was released, and its impact was not as great as in previous years. Previously, when Apple released a new iPhone, global search engines peaked and became almost a fixed annual event, but this year's data was unexpected. Huawei Mate 60's search popularity is not inferior, and even surpassed the iPhone 15 at some key moments. This is not just a change in numbers, but a profound change in values. Consumers are moving from simply pursuing brands to paying more attention to product quality, performance and innovation. And that's exactly what the Huawei Mate 60 offers. At the same time, many domestic brands, not limited to Huawei, have gained widespread attention and recognition in their respective fields with their excellent product performance and innovative design. This shift did not happen overnight, but is the result of China's strong manufacturing base, accumulation of R&D capabilities, and the maturing perception of consumers. The younger generation of consumers receives better education, has a clearer understanding of international trends, pays more attention to realizing self-worth, and no longer blindly pursues brand vanity. They prefer to pay for a cost-effective, truly valuable product.
Second, behind the reverse consumption: more rational and pragmatic consumption behavior
Reverse consumption is a social phenomenon that reflects people's values, lifestyles, and cultural backgrounds. The changes in consumption trends observed today actually reveal deeper social and cultural shifts. In the past, consumption was a way to display social status and personal wealth, especially during periods of high economic growth and rapid social change. Expensive brands and luxury goods are often the object of pursuit, and the price is often proportional to the value. But these days, this simple equation no longer seems to apply. In the case of the diamond and gold market, for example, people are less enthusiastic about diamonds and more focused on gold, seemingly rejecting luxury and pursuing practicality. However, the deeper reading is that consumers are shifting from short-term, superficial values to long-term, essential values. Diamonds may represent a symbol of eternal promise and luxury, but gold has the potential to preserve and appreciate value, and is more valuable for long-term investments. This change is actually the result of a younger generation of consumers thinking deeply about economic realities and future prospects. They place more emphasis on sustainability and long-term benefits than short-term gratification and vanity. Another reason is that with the improvement of education level and open information, young consumers have more knowledge and information, and can analyze and judge more rationally. They understand that the real value is not only in the brand and price, but also in the real meaning and value behind the products and services.
Third, take a correct view of "reverse consumption"
The term "reverse consumption" can sometimes be misunderstood, as if it is antithetical to traditional notions of consumption. But in reality, this is not an opposition, but an evolution and deepening. Young people's consumption perceptions are undergoing a revolutionary change. They pay more attention to the cost performance, no longer blindly worship international brands, and no longer just care about the price. They pay more attention to the true value of the product: whether it is practical, whether it has lasting value, whether it is environmentally friendly, etc. This change is reflected in many consumer areas. The rise of domestic cars is also proof of this, indicating that consumers are beginning to recognize the technology and quality of domestic brands, rather than blindly pursuing the brand effect of imported cars. This kind of change is both a challenge and an opportunity for enterprises and markets. Enterprises need to redefine their values, pay more attention to the real value of products and services, and meet the real needs of consumers. For consumers, this is a more rational, more pragmatic, and closer to real life consumption era.
epilogue
The trend of "reverse consumption" is not only a subversion of traditional consumption concepts, but also a reshaping of a new generation of consumer culture. In the face of this trend, we expect more brands to truly put themselves in the consumer's perspective and provide them with more valuable and practical products and services. This will be the key to promoting the development of China's consumer market to a higher level, a wider range of fields, and a deeper development.