For example, KFC has just entered China and only opened in first-tier cities, because first-tier cities can accept this thing. Slowly, China people became rich. People in first-tier cities have eaten all the food they should eat and the brand has been opened. More people know that second-and third-tier cities have demand for it, but there is no KFC in second-and third-tier cities. KFC thought it was time to go to second and third tier cities. This is the user sinking.
Typical classification of sinking population
1, Leisure and Entertainment School: No need for 996, very free.
Among the five typical groups, leisure and entertainment groups account for the highest proportion, which is close to 70%, which fully reflects that even under the background of consumption survey, sinking users still show the most basic social life state of long leisure time and few entertainment activities, representing the typical image of young people in small towns.
2, crazy hoarder: I dare to hoard if you dare to discount.
Crazy hoarders are the second largest group among the five typical groups, accounting for nearly 50%, which reflects the limited original supply of goods in the sinking market and the rapid penetration of e-commerce platforms. With the help of frequent e-commerce, rich, cheap, convenient and other commodity elements, this group of people actively chose the consumption strategy based on hoarding goods.
3, the ultimate wool party: the master of mathematics teaches you to settle accounts.
Extreme wool party is a kind of person who is very sensitive to price. Bo wool is the migration of offline bargaining and online shopping, and it is also closely related to "cost performance". It is not only the performance of thrift, but also a kind of life fun for sinking people.
4, social to talent: talk together and buy together.
Socially accessible people highlight the special needs of the sinking market, which is obviously different from the first-and second-tier markets-strong social connections. The social characteristics of acquaintances in the sinking market are obvious, and consumer behavior is also closely related to social interaction. Adding social gameplay to online shopping has become a magic weapon for social e-commerce.
5, quality first: quality is faith, I have my own style.
Quality people account for the lowest proportion among the five typical groups, but still account for more than 20%, reflecting the consumption upgrading trend of the sinking market. Pursuing high-quality goods and enjoying high-level service is always the high-dimensional pursuit of consumers.