Recently,360 Smart Business released the 2021 Insight Report on the New Consumption of Domestic Products on 618 (hereinafter referred to as the "Report"). The report points out that relying on the user access advantage of the Internet, the trend of domestic goods has shown new vitality. Among them, smart home, drinks, snacks and other categories have become the focus of users, and young people of Generation Z have become the core driving force leading the new consumption of Guocao.
Aesthetics and taste are constantly iterating with new vitality
In recent years, the search heat of consumers for domestic products and related terms has shown a steadily rising trend. Among them, cars, mobile phones, digital, beauty, clothing, shoes, hats, food and drinks and other categories are the focus of attention, the brand upgrading within the track is full of unlimited possibilities.
At the same time, more than 80 percent of consumers regularly buy domestic products, according to the data provided by 360 Smart Business's "618 Domestic Products Consumption Survey" in 2021. Among them, the price is real, good quality, strong sense of trust, good reputation and other characteristics, has become the main factors to attract consumers to buy domestic products. In addition, before making consumption decisions, users will also search for product prices, buyer shows, authenticity information and other contents through Jingdong, Taobao, 360 navigation, 360 search and other platforms, so as to make systematic comparisons. It is worth mentioning that, affected by the epidemic, users' consumption concept is also quietly changing -- buy less but buy better, quality brand has become the top priority.
In terms of 618 this year, domestic goods expected by users are still mainly household daily necessities, food, clothing, shoes and hats, mobile phones, digital and household appliances. However, the user's aesthetic and taste are constantly iterating, environmental protection, appearance level, texture, convenient and so on have become the focus of the eyes. For example, the top four search keywords in the category of "household daily use" are beauty, creativity, environmental protection and compound function; The "Cultural and Creative Tide Play" category is designer, IP co-branded, limited edition and original... Thus it can be seen that the attractive dimensions of domestic products are increasingly diversified, and buying domestic products is gradually becoming a trend.
Domestic brand selector: fire eyes, for high cost performance call
In the trend of the current, the attention of users of different cities to domestic goods has shown obvious differences. The report shows that first-tier cities, especially new first-tier cities, are generally concerned about domestic products, with Guangzhou, Beijing, Shenzhen, Hangzhou, Shanghai, Zhengzhou, Chengdu, Wuhan, Jinan and Dongguan being the TOP10 cities that care most about domestic products.
From the perspective of population distribution, the report conducted research and analysis on the multidimensional characteristics of 360 data and users, such as age, region, marriage and childbearing, consumption level, brand concept, category preference, etc., and screened out 618 major consumer groups -- Chinese brand selectors, smart Chinese lifestyle family and confident young people in big countries.
Among them, "domestic brand selector" when buying domestic products will give priority to brand products, especially the brand with high cost performance. What's more, most of them will search for the authenticity of the buyer's share and product information before buying, and then carefully make consumption choices. In the world of "domestic pickers", families are particularly attracted to low-cost domestic products, and they call for domestic brands through frequent purchases.
However, in married families, new parents and families with many children in the consumption characteristics, there are still significant differences. For new parents, the happiness of the first child creates a different sense of responsibility, the interweaving of social and family identities, and brings a different desire to buy domestic products. They are young and fashionable. They are also parents and have a species-endowed nature.
The most obvious feature is that these new parents attach great importance to cost performance, which can be called the domestic brand KOC. In terms of domestic products, they especially prefer smart homes, smart phones, drinks and snacks. Moreover, more than half of new parents pay special attention to brand quality in the process. Among them, the baby greedy, tea, Zhong Xue Gao, perfect diary and other brands, especially by the tide dad tide mom's favor.
And for families with more children - second child and above families, family hoarding is daily, large amount of benefits is the key. Most of them prefer household daily necessities, clothing, shoes and hats, food and drinks, mobile phones and digital brands, but also attach great importance to the cost performance and brand quality. As far as consumption characteristics are concerned, they are not only the uncrowned king of stockpiling, but also the best "tap water" of high-quality domestic brands.
Intelligent domestic life home: lever wisdom, unlock the yearning life
The "smart domestic lifestyle" group is mainly urban white-collar workers and urban and rural youth. Most of them are single and don't have much burden from big family. They have stable income and are keen to build their own life. In addition, they have high educational background and income level, so they have strong elasticity of consumption and are more inclusive to new products. For them, in addition to the price and quality of trust channels, reputation, culture, packaging design is also the key to the unique appeal of domestic products.
Among them, urban white-collar workers prefer drinks and snacks, smart home, smart phones, national style clothing and other trendy consumer products. They like to use drinks, snacks and smart home to seize leisure freedom and lighten the burden of daily chores. From the perspective of the gender characteristics of urban white-collar groups, female consumption enthusiasm is high, often pay attention to the brand and buyers show; Men are relatively rational and pay more attention to price and authenticity.
In contrast, young people in urban and rural areas tend to be more rational in the process of consumption, especially after the epidemic, search price comparison and search for buyers has become the key to consumption decision-making. On the whole, both urban white-collar workers and urban and rural youth attach great importance to brand quality and buy less but better, which has become the main feature of their consumption decision-making process.
Big country confident youth: pay for preferences, leading the tide of new consumption
As the trendsetters, the "Generation Z", a generation born between 1995 and 2009, are the most confident young people in China. Most of them come from advantaged families, have independent economic strength, and have a nascent shopping mentality, so they are more willing to pay for their own preferences. And their extremely personalized and diversified consumption needs, also usually have a greater impact on the consumer market.
It is worth mentioning that most of them are very optimistic about the development of domestic products, and in addition to the price and quality trust, they will also pay more attention to the reputation, cultural heritage and beauty. In terms of consumer products, Generation Z prefers trendy food and clothing and smart hardware. Under their leadership,Fill headphones, DJI, Nai Xue's tea, Qi Forest and many other Guocao brands are hot. From the perspective of geographical distribution, Gen Z in big cities pay the most attention to domestic products, while Gen Z in counties and townships are more optimistic about the development of domestic products. In terms of gender characteristics, women prefer clothes and makeup, while men prefer to play with mobile phones.
The changes in the international environment, the transformation of the economic structure and the firm confidence in the culture have jointly kicked off the revival of Chinese goods. Under the tide of Guocao consumption,360 Smart Business will continue to escort domestic brands and empower the rise of Guocao with forward-looking data insight, innovative marketing products and marketing solutions covering the whole life cycle.
