Girls change their old down jackets into duvets and easily save thousands of yuan, which makes me see the consumption trend next year
01、
This class of young people is too good at saving money. In the past, there were military coats to replace down jackets, and now there are Hangzhou girls who have changed the old down jackets into duvets.
During this time, the country cooled down rapidly. A little girl in Hangzhou found out several outdated down jackets at the bottom of the box seven or eight years ago, and then found a merchant who changed the quilt to help change the down jacket into a duvet.
The same duvet may cost three or four thousand if it is in a shopping mall, but if you change it yourself, it only costs a few hundred yuan. In a small quilt store in Hangzhou, the owner Aunt Zhu also said that since last month, more and more young people have come to her to change their duvets, and business is too good to be good.
Today's young people are really getting better and better. For example, on the short video platform, a large number of young people are looking for suppliers of various chain restaurants to achieve replacement. For example, KFC's fries supplier, fried chicken supplier, etc., and then young people will place orders directly at the supplier and then cook and eat them at home.
On Zhihu, posts of various money-saving tips are also emerging.
Nowadays, young people can't save money, only you can't think of it, and you can't do it without them. They will share a video site membership with several people, and they will make various drinks instead of milk tea and coffee that often cost twenty or thirty yuan outside.
In the past, some people scolded the post-90s and post-00s for destroying the generation, but now you find out that they are the generation that lives the most clearly.
02、
In addition to military coats and down jackets, there are several phenomena that are also worthy of our attention, the first is that the market value of Pinduoduo surpasses Alibaba, and the second is that many shopping malls are hard to find.
Behind these phenomena, in fact, the general trend of consumption next year is revealed, and only when you understand this trend, you can find your own market and channel.
It can be summed up in two words, and that is "downgrade".
In the past 20 years, we have been talking about consumption upgrading, but now we have really reached an era of "consumption downgrade". So why did this era come at this point in time?
The first is that after 40 years of rapid economic development, China's economy has now begun to enter a period of moderation. In the past, everyone was lavish in making money, and it was natural that they would not feel distressed when they spent the money. But now this money is not easy to make, those who go to work are laid off, and the company goes bankrupt, so if you can't spend it, you won't spend it.
Starbucks, which used to drink 30 yuan a bottle, now solves it by soaking wolfberries in a thermal insulation board for a few dollars. In the past, it was difficult to find a Canada goose with tens of thousands of yuan, but now the military coats are out of stock. In the past, Mercedes-Benz BMW was bought casually, but now the domestic god car is really fragrant.
It's not that you can't make money now, it's just that if you want to make money now, you need to spend more time and energy than in the past.
The second is that this generation of young people is too sober. Many of the post-60s, post-70s, and post-80s cognitions are based on face, getting married and drinking for face, buying a car and a house for face, and that luxury bag is also for face. The rural people can't let the people in the village look down on, the people who work in the company can't let the colleagues look down on them, and the gathering of relatives and friends during the New Year is a large-scale comparison scene.
However, today's post-90s and post-00s generations have grown up in the era of material benefits, and their demand for materials is changing, and they are slowly beginning to return to the demand itself.
A down jacket of 7,000 yuan will not be ten times warmer than a down jacket of 700 yuan. A bag of 50,000 yuan will not last 100 times longer than a bag of 500 yuan. A 1 million luxury car will not be 10 times faster than a 100,000 car.
Putting aside the brand premium, many products are inherently not worth that much money. In the past, the sickle of capital was reaped fiercely by relying on the face that the older generation was keen on.
Huawei's Yu Chengdong revealed one thing, that is, to make the car bigger, in fact, the cost can't add much. However, in the past, foreign car brands used the size of the car to divide the car into several grades such as A/B/C, and each of the larger grades required a lot more expensive. This is just to capture the tradition that the Chinese feel that the bigger the face, the more face.
03、
By understanding the current needs of young people and the future economic trend, you can understand what the future consumption trend is, where is the consumption, and where are the opportunities to make money?
In the past two years, the house has suddenly not been sold, not that everyone really has no money, but now young people are beginning to wake up, and they are expected to gamble their lives to provide a house, it is better to live a rented life easily, and really make a lot of money in the future, so it is not too late to buy a house, why empty four wallets to make enough down payment and be a pick-up man for others?
When the sales of houses fall, it means that there is more money to spend on consumption, but this consumption is not the same as in the past, buying luxury goods, going to luxury restaurants, staying in luxury hotels, etc.
The first one to be abandoned is a flashy and grossly inflated product. In the past, Chinese were keen to buy luxury goods, most of which were not bought by the rich, but by the new middle class.
They have just entered this class, and they are afraid of being looked down upon, so they desperately buy these things to decorate themselves. So in Beijing, Shanghai, Guangzhou, and Shenzhen, you can see a scene, that is, a woman with LV squeezing the subway. The man who watched the BMW Mercedes-Benz but ate 10 yuan pork knuckle rice on the street.
In the future, such things will slowly be eliminated by young people, and the demand will decline.
At the same time, those high-quality, high-performance domestic products will rise rapidly, they may not be well-known, but they quickly explode among young people by word of mouth. This is the case, for example, with Li Auto. In the same price range, their driving experience exceeds that of many joint venture brands, so their sales are sold out. Nowadays, young people do not think that driving a BMW Mercedes-Benz is more face-saving than an ideal car. The nihilistic brand premium will be perceived by young people as an IQ tax.
Consumption downgrade does not mean that absolutely cheap things will be on fire, but that those products that can achieve a dimensionality reduction in price will be on fire.
For example, the same milk tea, the same recipe and the same taste, others sell it for 30 yuan, and you sell it for 15 yuan, then you will be popular. Even if you're a brand new brand.
For example, if you open a restaurant and you want to rely on luxurious decoration and brand positioning to increase the price of the product and achieve brand premium, then you basically don't think about it, young people don't eat this set now.
The poor and exquisite things of the old generation no longer exist in them.
After seeing the essence through some interesting phenomena, we can find more and more business opportunities. 2024 is destined to be a year of change.