China Food

Seven words to see through the consumption view of contemporary young people


“ 
a good brand is really not just selling products.
 ”
In his book “niche economy”, the well-known Japanese master of management, Kenichi Ogawa, put forward such a suggestion to enterprises: the business philosophy of the 21st century should not be to continuously sell the produced products, but to think about what customers really need.
In the view of Kenichi Ohama, it has now entered the “era of selective consumption”. Compared with the straightforward sales of products in the past, enterprise operators should make adjustments to their operations according to different consumer groups and markets. This view is fully applicable to the new consumption revolution in China today.
The new consumption wave in China has been lively for two years, and countless new brands have emerged. They eat different cakes in their respective tracks. With good luck, they have few opponents and have reached the top; If you are less lucky, you have to fight hard in the vortex of capital and strategy. Fortunately, entering 2021, it has the name of the winner.
In the past year, hot money has poured in from household daily use to eating, drinking and fun, from coffee and wine to functional skin care, from Chinese noodle shop to baking snacks.
No matter which track you are “eyeing”, all of them are focusing on young people, creating scenes and promoting lifestyles, because everyone has already reached a consensus that a good brand is really not just selling products.
Looking back on 2021, the new retail business review concluded that those tracks and brands that have entered the public’s vision can not escape the seven key words of “new, feeling, benefit, anti, laziness, addiction and creation”.
Know the present and grasp the future. What kind of mystery is hidden under these seven key words? Through the perspective of these keywords, how should enterprises make efforts?  
The ever-changing consumer market will always bring people surprises and unlimited imagination.
Taking the rising component Party of the army as an example, they have already “penetrated” into beauty, food and other tracks.
In the eyes of the acid brushing party, “early C and late a” means “early VC and late a alcohol”. They are familiar with the main ingredients of each classic skin care product, and major brands put hyaluronic acid, nicotinamide, astaxanthin and other ingredients in the most prominent parts of the product to harvest the loyal fans of these ingredients.
Snacks and drinks with nutritional elements such as hyaluronic acid and collagen have been launched one after another, and they like to mention the attention of the market and capital amid the query of “IQ tax”.
At the same time, the vegetable protein drink, which focuses on high fiber, low fat and is very friendly to lactose intolerant, has also successfully broken the circle.
In 2019, diaoye, the founder of ALF essential oil, proposed that every consumer product is worth doing again.
Now, when we get rid of the “fog” composed of endless “new”, we find that the so-called “redo” is actually an earth shaking transformation of products, categories and brands.
For example, another meaning of “early C and late a” – early coffee and late alcohol means that coffee has changed from Nestle instant to three and a half tons of super instant and yongpu concentrate, while wine has changed from traditional Maotai, Wuliangye and Erguotou to low alcohol wine or fruit wine with various flavors.
Not only that, the consumption scene is also changing. Who stipulates that wine must be drunk in bars and restaurants? Today’s young people will go to the convenience store at noon and mix themselves a cocktail with iced black tea and Martell; I also go to the road store to buy a special in the evening, and then sit on the road and talk to my friends
In the final analysis, the occurrence of all this is inseparable from two major elements: constantly diversified and subdivided consumer demand and a mature supply chain. These two elements promote and collide with each other, and finally achieve the wonderful new world of consumption.
In 2020, consumers who were afraid of COVID-19’s daily attendance were back to the line, opening up “retaliatory” consumption, punching and queuing mode.
On the one hand, they didn’t let go of any online Red stores, from the beauty sample collection store of harmay Huamei, to the flash store of coach and home brand indigo living, and then to the super food market of Muji
On the other hand, they took out the courage, perseverance and physical strength of “queuing up for 3000 tables and waiting for 4 hours”, and left their footprints in front of wenheyou,% Arabica coffee, Sam’s club, etc.
Pose, take photos, fix pictures and send a circle of friends everywhere inside and outside the store. The whole set of actions is done at one go. It is not unfamiliar because it has been “banned” by the epidemic for a year.
If you suspect that the above phenomenon is only a case, it doesn’t matter. There are data to prove it.
Recently, Kearney released the 2021 global retail development index report, which pointed out that after the online retail sales of physical goods historically reached one quarter of China’s social consumer goods retail sales in 2020, the proportion of online retail sales decreased for the first time in 20 years from January to October this year.
This reflects consumers’ rigid demand for offline experience and social scenes, and retail formats such as shopping centers and department stores are also changing from commodity centered to experience centered in the past.
This can be seen from the layout of shops on the first floor of some shopping malls – taverns, coffee shops, new tea shops, bakeries, beauty salons and new energy vehicles have replaced a large number of luxury brands.
At the same time, almost all retail brands are coveting the huge opportunities displayed offline.
Traditional brands are starting to digitally transform existing stores. The model is Nike’s new retail concept store in Shanghai, which creates an immersive consumption experience through ground interactive LED screen and LED digital tower spanning four floors;
Many new brands rising online, such as perfect diary, jiaonei, three and a half tons and so on, have also “come down to earth”, opened physical stores and burned the “war” offline.
In the post epidemic era, consumers seem to have learned how to co-exist with the epidemic. It is foreseeable that the carnival under this line will never come to an end because of the repeated COVID-19.
In the post epidemic era, the investment and financing boom of catering has focused on affordable food. From a bowl of noodles, to a string, and then to a snack, the usual Street mom and pop economy has become a capital battle of horse racing and enclosure.
Let’s look at the phenomenon.
According to incomplete statistics, a number of noodle brands, including ramen, small noodles and noodles, have won a total of more than 1 billion yuan of financing this year. Among them, Hefu Laomian won 800 million yuan on its own.
Among the relatively young noodle brands, the “three giants of Lanzhou Ramen”, represented by Ma Jiyong, Chen Xianggui and Zhang Lala, also reflect the ambitions of Tencent, Sequoia, Challenger capital and other institutions.
Lu Zhengyao, who tried to recreate Ruixing, quietly made “fun noodles”, but a bowl of “meet noodles”. He completed his ideal in one step – the valuation tripled in just three months.
Of course, there will always be bigger winners in the matter of being more expensive. The new Chinese dim sum “Hutou bureau” and “Mo Mo dim sum bureau” in Changsha have achieved a single store valuation of 100 million.
Whether it’s the “noodle Gang”, “Fried String pie” or the “dim sum bureau”, it’s not difficult to find that this year’s catering track is basically a daily food category dominated by tens of yuan per customer.
Looking at the essence through the phenomenon, in fact, the entry of capital on the one hand has helped affordable catering brands achieve rapid expansion, on the other hand, it is also completing the upgrading revolution of operation efficiency for these catering categories.
After the completion of new financing, most of their follow-up plans focus on the digital ability of the brand, supply chain and channel optimization.
Conversely, when enterprises achieve cost reduction, efficiency increase and upgrading, it also brings continuous beneficial experience to consumers.
The outbreak of temporary food is related to this. This industry, which has been popular since last year, has continued to become a hot pastry in the retail industry this year.
In fact, under the appearance of the interim, it relies on the strong supply chain management ability and inventory turnover ability to continuously iterate the selection of products. In this process, customers’ demand for benefits has also been greatly met.
It can be predicted that whoever steps on the trend of “benefit” will be able to seize the “money bag” of consumers.
A Douban group called “don’t buy anti consumerism” is on fire.
In this group of 300000 members, users share their experience of rational consumption with each other. Or treat each item with a more cherished attitude and strive to use it for a longer time; Or don’t turn your internal needs into external shopping desires, but let your heart be rich enough; Or in the face of major promotions, weigh the money bag to confirm whether you really need it.
At first glance, “anti consumption” is a strong confrontational action, but on closer study, ordinary consumers represented by members of the “don’t buy” Douban group are just making a more rational consumption decision.
In the past, the label of young people was “Moonlight”. Those who pursue exquisite life spend ahead of time at all costs. Now, they have become a real generation who are good at financial management and planning.
More importantly, the consumption background is that the domestic new consumption industry is ushering in a big outbreak.
In 2021, from coffee and tea, Guochao snacks, Lanzhou ramen, to pet economy, oral hygiene, beauty and skin care, to household appliances, clothing and underwear, many new brands take the universal formula of “Little Red Book planting grass + Zhihu endorsement + shaking up goods + tmall undertaking traffic” as the standard and plunge into the already bustling subdivision track.
However, as 2021 comes to an end, this formula is no longer easy to use. Waiting for brands are the top flow bonus, inner volume and red sea, as well as a group of increasingly smart consumers – good-looking design, exquisite packaging and good words, which are no longer the key factors for consumers to make purchase decisions.
When young people say “no” to wild purchase, they will repeatedly consider the dimensions of product quality, cost performance and demand. This also reminds brands that the good days of spending money on grass marketing are gone forever. The only way to “pry open” users’ wallets is to provide them with cost-effective products and services.
The sudden epidemic not only aroused people’s great attention to healthy diet, but also made people feel the fun of cooking when they were forced to stay at home. All this depends on compound seasonings, cooking bags, semi-finished products and various convenient fast foods.
With cooking bags and compound seasonings, as long as the prepared ingredients and seasonings are poured into the pot in order according to the instructions, a hard dish with attractive aroma can be baked soon;
If you want to eliminate the complicated procedures of picking and washing vegetables, you can choose semi-finished products, such as shredded potatoes, potato chips, potato chips, onions, broccoli, bean segments, lettuce slices… It seems that all vegetables can be washed, cut into various shapes and put into boxes. All lazy people have to do is buy them home and pour them into the pot;
If you don’t even want to wash the pot and wash the dishes, you can also have a convenient fast food, and there are a great variety of choices – self heating hot-pot/" 22375 rel="nofollow" target="_self">hot pot, various flavors of porridge, rice noodles, boiled rice, duck blood powder soup, snail powder, and so on.
In addition to cooking, housework is also an unbearable pain in the life of lazy people. Therefore, those who can use disposable products will never reuse them; They will never do the work that can be done by machines themselves.
Therefore, disposable garbage bags, mops, toilet brushes and other daily necessities have ushered in a new round of opportunity. Under the general trend of environmental protection, the production and use of degradable and renewable products has become a consensus between brands and consumers.
At the same time, driven by lazy people, the first generation of sweeping robots iterated quickly. In addition to sweeping the floor, they also “learned” to mop the floor and wash mops; Moreover, through smart Internet, the owner can control through the mobile phone anywhere. Obviously, the curtain of smart home life is being opened by lazy people.
Among lazy people, there is no laziest, only lazier. The rapid development of mature supply chain and production R & D technology has not only made all kinds of new products “lazy”, but also become a strong backing for people to be “lazy”.
Strictly speaking, all products related to “addiction” are not “new”, and some (such as wine and tea) are even traditional categories. However, after a series of lively financing events in 2021, addiction economy has become a “celebrity” in the consumer market.
Take coffee as an example. According to the data of it orange, in the first half of 2021 alone, the financing in the coffee field exceeded 6.3 billion yuan, exceeding the annual total of the previous year.
The reason why it is popular with capital mainly lies in the word “addiction”. The reason is not difficult to understand. If you are addicted, you will always consume, and the resulting demand and purchasing power must be amazing.
In addition, there is a more important reason – with the continuous emergence of new products such as freeze-dried coffee powder, concentrated liquid, new tea bags, tea powder, fruit wine, low alcohol wine, zihi pot, instant snail powder and so on, consumers’ consumption of addictive products is becoming more and more rich and diverse.
Especially young people who don’t want to stick to the rules. They are trying to match various drinks such as sparkling water, Sprite, oolong tea and oat milk with coffee or wine.
At the same time, there is a new tea shop every few steps, which is also working hard for young people to realize “milk tea freedom”. When it comes to the intensive opening of stores, you have to mention tea Yan Yuese. In the key business district of Changsha, you can see one almost every ten steps.
If you think this is just a brand marketing strategy and doesn’t mean anything, let’s take a look at a city “surrounded” by milk tea shops.
According to statistics, there are 10093 milk tea shops in Shenzhen, which are more dense than public toilets (3343). Older people can’t understand the strong demand of young people for milk tea. When they lament that there are too many milk tea shops around them, young people have already ordered milk tea hand in hand.
In the past, young people often talked about “nothing can’t be solved by a hot-pot/" 22375 rel="nofollow" target="_self">hot pot”. Now, the scope of this sentence has been expanded from hot-pot/" 22375 rel="nofollow" target="_self">hot pot to fried string, zihi pot, snail powder, etc., as if all heavy flavor foods are the “master key” to solve problems.
This is a rare “sweet pastry” for capital. Therefore, we can see that Kuafu Fried String, established in 2018, has completed three rounds of financing with a total of 150 million yuan this year; Sister Xi’s recent round a financing won 295 million yuan
It can be predicted that in 2022, more new addictive products will appear, and what you have to do is very simple – addiction is!
In the era of “making”, young people are more and more not simple – going to Wen and friends is not just for dinner, going to various markets is not just for shopping, and going to makeup collection stores is not just for buying.
They regard these man-made scenes as a holy land for tourism and clock in. “Being able to make a film” is the main standard to measure their success. As for whether the food is delicious? unimportance! Is the product easy to use? unimportance! Service is not up to standard? unimportance!
Almost the same group of people, for the Lina Belle created by Disney, sometimes “up” and sometimes “down”. As a “traffic star” without the support of works, virtual idols have also become a safer choice for young people, allowing businesses to find new substitutes when stars roll over frequently.
In fact, compared with real stars, virtual idols do have more possibilities – in addition to perfect human design and appearance, changeable shapes and higher plasticity, each virtual person holds a ticket to the “meta universe”.
As the hottest and most controversial word in the second half of 2021, “meta universe” can be called the purest man-made concept in the era of “creation”. Some people think it is concept hype; Some people regard it as the presentation of the next generation Internet, which is a kind of interaction between virtual and reality.
Regardless of the right or wrong views of all parties, it is the principle believed in by the business world to roll up their sleeves and open their sleeves. Many brands have begun to create their own people, goods and markets in the virtual world – moving from the real world to the virtual world, which is a more magnificent “landscape making” movement.
In today’s “creation” era of “only unexpected, no creation”, new products, new scenes, new “people” and things may appear in consumers’ lives with wonderful and interesting ideas every day.
Behind it, there are constantly mature Internet technology, new consumer brands that dare to think and do, and young people with burst creativity
What is a portrait of new consumer users expected by brands?
Living in the first and second tier cities, Ta is a small white-collar worker in his early 20s with a decent income; He will follow the stars, likes to brush plays, likes to try new things, and has a good aesthetic taste; The mobile phone and the little red book are the two major software in iPhone mobile phone. They can always tiktok when they are able to grow grass. In short, Ta is young and has great consumption potential.
Under this goal, bet on the track and find the right positioning, it seems that there is an opportunity to take a step ahead.
However, the business environment is changing rapidly, there has never been a so-called universal key, and perfect consumers do not necessarily exist. The change and difference of people bring the diversity of brand decision-making.
The seven key words represented by “new, feeling, benefit, anti, laziness, addiction and creation” have insight into the phenomena and laws of the consumer industry in the past year, but it does not mean that it is the reference for the future.
“New” is the inherent law of the consumption world, and a unique “new” will be born in every change and iteration in the future.
Force offline is in line with the general trend of shopping experience, but with the upgrading of consumption, consumers’ demand for “sense” is bound to be more rich and diverse.
Love and benefit is a common feature of all consumers. For brands, rational purchase is not a bad thing. It not only proves that young people know more about what they want, but also means that high cost performance is a good product.
Relying on the progress of technology, modern people have “lazy” capital and power. It is the general trend to liberate human and material resources.
Coffee, tea and wine are spicy and delicious. It is because they are easy to be addicted that they have attracted many brands. This tuyere seen by everyone is doomed to fierce competition.
The cultural concepts they represent have become the foundation of brand growth. As Kenichi Ohama said, the digital age is not a pure sales era, and the needs of customers represent the east wind of consumption.
2022, whose is it?
Author: new retail business review; Source: new retail business review (ID: xinlingshou1001), reprint authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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