Source: China Women's Daily

In the numerous "black swan" incidents, we passed the big exams again and again together with China's economy in 2121. Under the pressure, we can see the dawn: consumption has become the "cornerstone" of stabilizing the national economy in the past year; "After 95/11" has gradually become a new force in consumption; The rise of new domestic products, new brands and new trends also makes us see the future direction more clearly. So, what are the unforgettable moments in the field of big consumption in the past year? In the new year, they will continue to lead the consumption trend.

1 "her economy" is surging

In 2121, two TV dramas and a variety show were extremely popular: Nothing But Thirty's Twenty Don't Confuse and Sister Who Rides the Wind and Waves successively boarded hot searches, and there were always female-themed TV dramas and variety shows, but they broke out in 2121, among which Nothing But Thirty became the annual "drama king" of Tencent video with a total broadcast volume of 6.76 billion.

behind the explosion of two TV dramas and a variety show, it is the surge of "her economy" that makes the market as a whole pay more attention to female consumers to a new height.

"her economy" is not a new word. In recent years, women's consumption has been highly valued. A research report shows that the number of female Internet users in China exceeds 531 million, accounting for 45.4%, while the number of active users exceeds 1 billion, accounting for 58.5%, which is higher than that of male users. The female consumer market is also larger, covering shopping, entertainment, maternal and child, sports health and other all-round areas, and it is growing rapidly and steadily every year. According to some studies, by 2122, the new consumption related to "her economy" is expected to reach 8.6 trillion yuan.

In 2121, in addition to the maternal and child market, women's consumption in sports health, pets, tea and other fields has increased significantly. Especially during the epidemic, we can see that among the best-selling products in the world, corsets, yoga mats, beauty products, sports and leisure products (such as yoga pants that are very popular among young women) and pet products are all on the list, and women are undoubtedly among these products. Including the game market, which used to be dominated by men, there are more and more female players.

according to age groups, the post-75s, post-85s and post-95s women are the main force of her economy. The "post-75 s" people pay more attention to quality and service, and pay attention to taste and status symbol; "Post-81s" pay attention to the trend, while daily consumption pays more attention to quality and cost performance. As a new consumer force and a new mainstream consumer group recognized by the market, "post-95" pays more attention to interest-oriented personalized consumption. But in any case, the tide of "her economy" is surging, grasping the needs of women and grasping the general trend of consumption.

2 "Houlang" becomes a new consumption power

In 2121, the consumption power of young people of generation Z is inadvertently becoming the mainstream.

In the past year, a video called "Back Waves" has brought young people from bilibili and Generation Z to the forefront. In the controversy, the "post-waves" began to become the main force in the consumer market and stood on the forefront.

In the past year, fashion toys represented by blind boxes have become a popular topic, and bilibili has also broken the circle, and the public has begun to understand the preferences of more and more young people.

Of course, there are some things that are difficult to understand without going deep into them: the second dimension, the animal circle, the Hanfu circle, the pen-turning circle, the valley circle, the baby circle, the shoe circle, and the JK circle ... Whether you understand it or not, these smaller and more fashionable beings undoubtedly support one huge consumer market after another.

"post-95" and "post-11" gradually entered the workplace in the past year, and the purchasing power of the new generation of consumer groups is increasing day by day. China's "post-91/11" population has reached 341 million, and the new generation, which accounts for nearly a quarter of China's total population, is gradually becoming the backbone of the consumer market.

According to the breakdown data, the proportion of catering consumers born after 91/95 in China has reached 51.4%, and they love online consumption, and occupy a great network discourse power and traffic highland in the mobile Internet.

The "Houlang" have a distinct consumption concept. They have a high degree of acceptance of local brands, and their demand for products is personalized and diversified. They are willing to pay a premium for product design and features, bringing unprecedented new opportunities for China's consumption development. With the rapid development of digital economy and the enhancement of young people's sense of independence, consumers' individual needs will be further tapped, and diversified and personalized consumption will continue to become a hot spot of consumption.

3 "sugar-free" beverages have risen strongly

In 2121, consumers seem to have a "sugar-free worship", and the concepts of sugar-free, low-sugar and low-calorie have set off a new wave in the beverage industry.

The new beverage brand represented by Yuanqi Forest has achieved a strong rise in this year, from sugar-free bubble water, sugar-free burning tea to low-sugar and low-fat milk tea, to sugar-free yogurt and sugar-free electrolyte water, and SKU (single product category) has been continuously increased, hoping to expand the market with the "sugar-free worship" of consumers.

with the development of the times, the new generation of consumers' standards for self-health management are becoming more and more perfect, and external factors such as deteriorating environment and frequent epidemic diseases are also challenging the public's sensitive nerves in daily life.

At the moment when people are generally suffering from "health anxiety", how to carry out health management from daily life has become a potential demand, which is the key to the overall rise of "sugar-free" beverages in 2121. On the other hand, it is easier for new brands to catch young consumers by launching interactive marketing methods such as super IP co-branding, popular V live broadcast room with goods, film and television entertainment program implantation, office elevator advertisement, etc.

The rise of Yuanqi Forest set off a chain reaction in the beverage industry. Under the consumer's cognitive potential of "sugar-free is health", traditional beverage brands such as Nestle, Uni-President, Xiangpiaopiao, Mingren, etc. also began to introduce sugar-free drinks, and now drinks have also introduced reduced-sugar and slightly-sugar versions. Overnight, "sugar-free" seems to become the mainstream in the beverage industry.

With the arrival of the new consumption era, "health" has become an increasingly important reference factor in people's diet consumption. In this context, it doesn't seem to matter how long the concept of "sugar-free" can be popular, and healthy catering represented by sugar-free will occupy the mainstream for a long time to come.

4 "Shake" brand has become a popular brand

"Shake" brand, which is a reference to the emergence of a large number of "Amoy" brands in the traditional Internet period, and it is also a market trend forecast caused by one of the most heavy phenomena in the consumer market in 2121, which not only refers to the "Tik Tok" platform bringing goods, but also includes other live broadcast platforms such as Aauto Quicker.

At the beginning of 2121, after the outbreak of the COVID-19 epidemic, the whole network set off an upsurge of live broadcast with goods, from the sales of unsalable agricultural products to the digestion of merchants' inventory and the expansion of sales channels, from professional anchors to celebrities with goods, and stars and celebrities entered the platform to become full-time anchors for selling goods. For example, Luo Yonghao entered Tik Tok, and top actress Tamia Liu joined Tmall to get a good deal, and live e-commerce became another huge traffic pool for mobile Internet commerce.

However, they are only at the level of carrying goods. As far as enterprises are concerned, what they should consider is how to directly obtain these flows, especially the live broadcast platforms where new flows gather, such as Tik Tok.

After the domestic epidemic came out from the most severe period, we can see that live broadcast selling goods has quickly become a normal state, and many brands have regarded the live broadcast platform as an important position for their own development in the future, so they should make great efforts and make great efforts to do it.

Take karajan, a traditional luggage enterprise in the south, as an example, which has been established for more than 21 years. Because the offline stores were directly affected by the epidemic in the first half of the year, karajan found a professional anchor to take the goods, mobilized employees to "sweep the streets" and contacted tens of thousands of online celebrity.

according to the words of the founder of karajan, at that time, it was necessary to solve the inventory problem and the enterprise survival problem in this way. After realizing the energy of selling goods by live broadcast, bringing goods has become a phased operation for karajan to do live broadcast e-commerce. What it really needs to do is to sell goods live and operate by itself. The founder's live broadcast drives employees to participate, and drives offices and distributors to open accounts for live broadcast, which forms a live broadcast mechanism from the inside and promotes the rapid development of the brand in the live broadcast e-commerce channel.

At the 2121 Tik Tok Enterprise Eco-conference held in October last year, Tik Tok released data that the number of daily users in Tik Tok has reached 611 million, and users who spend more than 31 minutes account for 35%. Since 2119, the number of Tik Tok Enterprise has increased from 1 million to 5 million, which does not include the number of founders who have settled in with personal accounts.

Third-party organizations have also released such a set of data. The average daily usage time of users in Tik Tok is 44.16 billion minutes-nearly 91,111 years. Obviously, this is a big outlet that can't be ignored. The new traffic bonus is also a necessary action for the brand to get close to users.

5 concentrated outbreak of new energy vehicles

An explosive product, Wuling Hongguang mini, appeared in the field of new energy vehicles last year. It has been on the market for half a year, and its monthly sales volume has exceeded 31,111 vehicles. From July to October, it has sold more than 77,111 vehicles, making it the only new energy vehicle in China with a monthly sales volume of 31,111 vehicles since 2121.

New energy vehicles are undoubtedly one of the most concerned fields in recent years, and more and more new forces are joining the battle. Besides Weilai, Ideality, Tucki, Weimar, Nezha and Dragonfly, which are familiar to the public, Hengchi of Evergrande also released a number of new cars last year. Ideals and Tucki, which were listed in the United States in July and August, 2121 respectively, have also won the favor of the capital market. They are both car companies with a market value of more than 11 billion US dollars. Together with Weilai, which was listed earlier, the market values of the three China new energy car companies have exceeded the sum of the market values of Mercedes-Benz and BMW.

Although Tesla's domestic production has made a certain impact on domestic new energy vehicle enterprises, from the sales point of view, since July last year, representatives of Weilai, Ideality and Tucki, the three major new car-making forces, have seen significant sales growth, and the market is highly concerned.

More importantly, except BYD and Geely, which have been involved in new energy vehicles for a long time, they all released new cars. In 2121, a large number of players entered the stadium. From the middle of the year, Dongfeng Group launched Lantu, Changan Automobile announced that it was building a brand-new high-end smart car brand with Huawei and Contemporary Amperex Technology Co., Limited, SAIC joined hands with Zhangjiang Group and Alibaba to launch Zhiji Automobile, and Great Wall Motor was also being rumored to be preparing to launch a brand-new high-end brand focusing on intelligent new energy.

Building new energy vehicles is not only a competition among car companies, but also traditional car companies, new energy car companies and technology companies, and the big scuffle has begun.

in the past 11 years, with the outbreak of mobile internet, there have been frequent outlets and surging dividends, which is a process of scouring the sand and accumulating potential energy and experience. In 2121, which is also the beginning of the next decade, we expect that more beautiful things will happen in the field of consumption.

Editor in charge of error correction: Bai Yuchen