In recent years, the Chinese consumer market has undergone tremendous changes.
With the rise of the sinking market, the live broadcast platform has become the main carrier. It cannot be ignored that Generation Z has become the future consumer group that merchants compete for.
In the context of "individualization", Generation Z, who has multiple labels such as "Internet natives" and "trend leaders", have consumption motivations such as "pursuing trends" and "identity".
For the consistent "traditional" home appliance industry, the strategy of Gen Z is obviously not a simple test.
"Smart and refined" is the definition of the Z generation by marketers, which is different from the millennial generation, the Z generation who likes to "compete" on price in consumption, and indulge in shrewd calculation.
It attaches importance to both price and quality, and at the same time attaches importance to brand and pursues personalization.
In short, in order to grasp the changes in future consumption trends and keep up with the pace of the market, enterprises need to constantly adapt to the pace of young people, maintain the dynamic resonance frequency with young consumers, and make themselves "ebb and flow".
1. Taking over the responsibility of consumption
The biggest change in China's consumer market in recent years is that cultural consumption belonging to specific circles, such as the two-dimensional economy, fan economy, and national popularity, has gradually entered the public eye. focus on.
Generation Z was the earliest term used in Europe and telemarketing list the United States, referring to young people born between 1995 and 2009.
Although "individualized" is the label for this group, they grew up in very similar social environments.
One of the biggest distinguishing features is that their growth has been greatly influenced by digital products such as the Internet, instant messaging, text messaging, smartphones and tablets, so they are also known as the "Net Generation".
The "2020 Generation Z Consumer Attitude Insight Report" shows that China's generation Z population is about 260 million, of which 149 million are born after 00.
Although the proportion of the population is not telemarketing list particularly large, it can support the development of a 4 trillion consumer finance market, and the expenditure accounts for 13% of the total expenditure of rural households in the country.
As young female consumers born in 1995 can enter the age of 26, China's consumer finance market has also ushered in a new mainstream social group. Next is the change in business logic.
It can be found that the consumption influence of Generation Z is expanding, and blind boxes, national trends, online variety shows, and offline cultural consumption are radiating to other age groups through young people.
Industry insiders believe that Generation Z will undoubtedly become a waste of new consumption. Only by understanding their own consumption habits and trends can companies gain a first-mover advantage in business layout.
For enterprises, the rise of Generation Z is both a challenge and an opportunity.
On the one hand, Generation Z grew up in an era of good social and material life, and has higher requirements for product quality and price;
On the other hand, the expansion of the circle has made it easier for minority cultural brands to be noticed by Generation Z. Coupled with the influence of the boom in developing countries, Generation Z is more accepting of domestic enterprise brands.
2. What does Gen Z love?
Gen Z grew up with social media, and in 2010, when social media took off, Gen Z was about 14 years old.
This means that Gen Z has entered the age of social media from the teenage years.
Under the influence of social media development and learning algorithm recommendation and other technologies, the unique spiritual world culture of Generation Z has been formed, and information is transmitted to the consumer market.
Generation Z has a "personality", especially when active on social network media, showing their different labels in different application scenarios, and shaping a variety of fashion models with different teaching styles and characteristics.
Generation Z has a circle culture, and the way of entertainment, life and consumption is more vertical. They like to grow grass and are willing to share. They make friends through students’ hobbies and find a circle of our own. They prefer to use their own language to develop logic and system needs. Build communities and consumer circles.
Therefore, Generation Z often drives physical consumption with spiritual consumption, pays more attention to quality and identity, has strong label characteristics, and hopes to express their values through consumption.
In this context, the consumption ecology of Generation Z also has "commonality".
For example, the "personalization" that every Chinese company is talking about.
Gen Z has a higher happiness index than previous generations, which leads them to seek out new and interest