Characteristics of social consumption of office workers: age concentrated in 25-39 years old, mostly bachelor degree, married with children mostly; high personal monthly income, have a house and a car, strong spending power.

White-collar workers' monthly expenditure accounts for 20%-60% of income, with an average of 42.4%; catering and food, and children's education are the highest areas of white-collar workers' consumption; consumption focuses on quality, and all major categories have their own preferred brands; focus on financial management, and love to invest in funds and stocks; daily like to catch up with movie variety, listen to music, and also love travel, food and sports. I also love traveling, food and sports.

White-collar Social Characteristics

Ninety-three percent of white-collar workers have a positive attitude towards socializing in the workplace; socializing in the workplace helps teams work together better and business communication is more efficient; more than 50% of white-collar workers want to improve their learning and be with good people through socializing in the workplace; and they want to absorb diversified knowledge through socializing in the workplace in the future to enhance their business ability and expand their personal connections.

The development and future trend of workplace socialization track: the development of segmented track enters into maturity, and the head player is out of the line; Trend 1: the pan-workplace ecological platform with diversified contents and services will usher in the development opportunity; Trend 2: convenient and efficient, cross-circle online workplace socialization is the main form in the future; Trend 3: the social recruitment under the scene of workplace socialization is becoming a new way of talent acquisition.