Source: Youmi Youshu e-commerce classroom
My dad bought new clothes again.
I bought a jacket that can be electrically heated for the Chinese New Year, and recently I bought a pair of "VL" brand leather shoes...... Why is my dad crazier than my mom when he buys clothes?
With the rise of video accounts, there have been many voices mentioning that Tencent's middle-aged and elderly consumers are very active, and there will be a huge market increment behind this.
For both public and private, this is too worth studying:
1. Platform: Why do middle-aged and elderly people consume wildly in live e-commerce? Compared with search e-commerce such as Taobao and JD.com, what are the reasons why live e-commerce attracts middle-aged and elderly people?
2. Marketing: How has marketing methodology changed under the new medium? How to establish a "selling point" that can impress middle-aged and elderly people?
3. Society: Middle-aged and elderly people are starting to consume, but are we really ready?
The answer is below –
01. Has middle-aged and elderly e-commerce developed like this?
The interns in domestic TV dramas all live in a simple flat, and the brands seem to really believe that 9 of the 10 new consumer brands today are target groups of "Generation Z" and "25-year-old young white-collar workers".
After several years of market education, the brand has indeed cultivated the brand shopping habits of young people, such as adding the keyword "Ping" when shopping.
Brand emotion: I would have been to the bright moon, but the bright moon shines on Yiwu.
Young people's consumption is submissive, and middle-aged and elderly consumption has been killed. 400 yuan New Year's suit, 559 yuan purple clay pot, 1058 yuan fishing rod...... The middle-aged and elderly live broadcast room has fattened countless Chinese companies.
It's really weird, it's hard to teach parents to use smartphones, but playing Douyin can be self-taught?
In the era of shelf e-commerce led by Taobao, young people always take the lead, and now, young people have not opened Douyin payment, and middle-aged and elderly people have skillfully picked up 3 packs of paper towels for 1 cent.
This is essentially the difference between shelf e-commerce and content e-commerce.
I remember that in the past, my mother would take her mobile phone and ask me to buy a dress for her when she was going to a wedding banquet or some big occasion. Enter a keyword to search, and the information of 4 products on a screen will come out, marked with style, color, title, store, price, and discount......
For me, who can pick up the replacement of Uniqlo, it is certainly not difficult to shop around and pick out the most suitable one, but for my parents, it is the difficulty of filling in the blanks-
Read through the full article: Swipe down to see the 4-screen product header picture
Understand the context: Contrast patterns and styles
Identification options: look at the offer, the number of purchases
Answer one by one: Choose a specific size
Eliminate distractions: Look at the bad reviews to decide whether to buy or not
In the past few years, although there has been a Tao brand craze and a new consumption craze, these crazes seem to have nothing to do with the middle-aged and elderly people.
It wasn't until the "Pension Killer" @一笑倾城@秀才的塌房 that the familiarity and strangeness between the two generations were exposed: star-chasing, Moutai, panskewers, fishing guys, middle-aged and elderly people are not not not consuming, but the Internet is not convenient enough.
The summer mom skirt of the same style above, the popular material on Douyin is:
A temperamental aunt wearing a floral skirt, looking left and right in front of the camera, "appreciating herself like a flower", generously showing the beauty and confidence that the skirt brings her, with accessories of appropriate colors, and a clean and transparent home environment...... As soon as the golden 3 seconds come out, he directly handles the square dance leaders.
After a few more glances, the aunts can imagine themselves putting on their skirts, dancing briskly in the square, surrounded by old sisters and asking where to buy, on the surface shy, but secretly happy in their hearts.
There is no old man who doesn't love beauty, but he is afraid of giving trouble to his children.
In the past, I wanted to buy something online, and I wanted to call my children who went out to work to buy them, and I was worried that the return would trouble the children, so I could only wait until the holiday reunion.
After 20 years of Internet development, a "content e-commerce" platform that is more suitable for middle-aged and elderly people has emerged.
Now open Douyin, 16-piece set of dinner plates, and colorful lanterns...... Directly pushed to the eyes, the object is novel and fun, and the price is not expensive, thinking of buying it to save energy and show off to the children during the New Year, I unconsciously clicked on the small yellow car to place an order.
Content e-commerce is not to move the original middle-aged and elderly consumers of shelf e-commerce, but to allow the original middle-aged and elderly people to enjoy the convenience of Internet shopping.
According to the latest data from the National Bureau of Statistics, in 2022, people aged 40-59 accounted for 30.99% of the total population, and those aged 60-79 accounted for 17.08%, adding up to nearly half. Although the middle-aged and elderly people account for the highest proportion, they are also the most likely to be ignored for consumer demand.
"In the first week of JD Health's Double 11, the turnover of middle-aged and elderly physical examination packages increased by 4 times year-on-year; In the first hour of Tmall Double 11 pre-sale, the turnover of multiple categories of Tmall Health doubled year-on-year in the same period of pre-sale last year", which also shows that the consumption of middle-aged and elderly people in content e-commerce is a market increment.
02. Choose the right hot spot, and you're half the battle
The online consumption of middle-aged and elderly people is more likely to be completed by content e-commerce.
According to the number of meters, in March this year, the TOP1 of the popular categories of middle-aged and elderly people on Douyin was men's clothing, followed by shoes, health care and nourishment, and drinks and drinks, and women's clothing actually ranked fifth.
This makes people wonder, how do merchants create "selling points" so that the uncles who have to return the 2 yuan paper towels are crazy to buy clothes?
The answer is not mysterious, but the effect is unexpected: casual.
Different age groups may have different perceptions of "leisure".
The "leisure" of young people is a sense of relaxation that comes out of the hard concave. Obviously, I am already emoting my heart to go to work tomorrow, and I still have a faint smile on my face Poetry and Distance, just to release a #Antidote to Tired Life in the circle of friends with the best traffic at 8 o'clock on Sunday night.
The "leisure" of middle-aged and elderly people is the "style of the bureau" of "bureau atmosphere". It is a kind of superior temperament that you only know when you grow up, Si Swen and leisurely strolling, behind which may be the respect for social status of the older generation.
As a result, "leisure" is more likely to sell at a high premium than other selling points. In the price band range corresponding to "leisure", the unit price of customers above 150 yuan accounts for the highest proportion (36%):
There are meters and a number of - Douyin middle-aged and elderly men's clothing hot selling points & price bands in March
But whether or not you can perform "leisure" well, the dad model who appears on the camera is particularly crucial.
The most intuitive way to wear the "hall style" is that the darker the color, the better, with different levels of black and gray, and the strength of the colorful black. What "casual" dad models want is not a figure, but enough to be "stable" - a temperament that looks like a perennial high-ranking person.
Douyin middle-aged and elderly men's clothing popular materials
The style of the clerk can shoot polo shirts, but if it is a coat, at least you have to find someone above the department level.
Of course, middle-aged and elderly men's clothing is not only casual can be spoken, but also the functional selling points of "breathable" and "warm" also have the potential for high customer orders, and the unit price of more than 150 yuan accounts for more than 30%:
There are meters and a number of - Douyin middle-aged and elderly men's clothing hot selling points & price bands in March
As we get older, our ability to adapt to the external environment becomes poorer, and we naturally have higher requirements for the breathability/warmth of clothing, and the concrete breathability expression is also easier for the older generation to have a sense of trust:
Douyin middle-aged and elderly men's clothing popular materials
Compared with the "quiet luxury style" of middle-aged and elderly men's clothing, middle-aged and elderly women's clothing is moving closer to the direction of "dopamine".
In the public's impression, middle-aged and elderly women's clothing is the same mother's clothing, "loose", "simple", "rustic print" - because the mother is always hard-working, often does not care whether she looks good or not. But this is not the norm as it should be, and her mother is just an identity for her, not herself.
At every age, she has her own aesthetics. The colors can be rich, the saturation can be high or low, the prints can be restrained or exaggerated, and the fit is both slim and comfortable:
Douyin middle-aged and elderly women's clothing popular materials
In terms of keywords, young people use Y2K, atmosphere, Maillard, dopamine, and bohemian, but these keywords can't affect our parents, and the keywords that can be understood by middle-aged and elderly people are still "foreign", "fashionable", and "thin".
It's not just a word, like "foreign", what does it mean?
Before this century, with the frequent exchanges and collisions between Chinese and Western cultures, the word "foreign atmosphere" began to be widely used: in the 80s, it was a modern style of exaggerated version and color collision; The 90s were the casual and free of jeans and pullovers; Nowadays, it is a Chinese-style old money that integrates traditional Chinese cultural elements into modern clothing.
Douyin middle-aged and elderly women's clothing popular materials
In the corresponding price band of "foreign gas", the unit price of customers above 150 yuan accounts for 38%, while "fashion" is 25%, and "thin" is 30%.
There are meters and a number of - Douyin middle-aged and elderly women's clothing hot selling points & price bands in March
Let's talk about a selling point, let my aunt spend an extra 200 yuan for me!
However, whether it is middle-aged and elderly men's clothing or middle-aged and elderly women's clothing, the "Internet family-style" oral broadcast will win anyway.
There are meters and a number of - in March, Douyin middle-aged and elderly clothing hit the golden 3 seconds
How impressive the public service announcement of that year was "busy, busy, busy", and how effective this kind of oral broadcast of Internet family affection was.
03. The tide has arrived
The unique circle culture of uncles and aunts, the characteristics of love to share and strong identity, means that as long as you transform one, you can harvest a group.
But some problems also arise. With the development of content e-commerce platforms such as video number/Douyin, there will only be more and more such problems, and one day they will be reported and aroused heated discussions in the society.
Are we ready before then?
Of course, it is also worth being optimistic. Compared with the marketing methods that are difficult to supervise in the past, such as health care product salesmen in the community, on the phone, and on WeChat, ignoring the limit of the advertising law and playing the emotional card, the Internet platform has at least a relatively mature regulatory mechanism to review, block, limit, and ban unscrupulous businesses to escort middle-aged and elderly consumption.
How can young people who write white-collar workers and read as social animals lead consumption?
Uncles and aunts who have money and leisure are the old Chinese money who can really enjoy consumerism.