Keywords of three major consumer groups unlock the new development direction of home consumption
Changes in any industry are often triggered by changes in the demand side. With the improvement of national consumption ability and the change of consumption concept, the span of home users has become wider, and the shopping preferences of consumer groups have also changed greatly. In the field of home consumption, the behavior habits of the three main consumer groups will affect the development direction of the whole home industry.
Generation Z: beauty and personalized design
Generation Z generally refers to people who conform to the characteristics of the Internet generation in behavior and attitude.
This group closely follows the main force of the post-85s and post-90s. Most of them are in the stage of just getting married or having children, and most of them have purchased real estate. The main driving forces of consumption preference in Z era are fashion, freshness, sociality and self-expression. They like to try new products and interesting and strange household items. They also put forward higher requirements for the appearance and personalized design of products.
Young consumers have the courage to explore "unknown areas" and are rarely bound by inherent concepts. They are more willing to experience new products and services. New products such as fresh air conditioner, washing and drying suit and intelligent toilet are becoming a trend. However, while leading the consumption trend, young consumer groups also continue to revise their consumption preferences and add labels such as practicality, convenience and cost performance.
The characteristics of "z-station" and "z-station" are "generation, generation and personalized", which correspond to the trend of "z-station" and "intelligent" service. This requires that the home service provided by the brand not only include basic services such as installation and maintenance, but also upgrade services such as maintenance. In addition, it requires convenient and fast service methods, professional and efficient service quality and customized service content according to demand.
When purchasing household products, young groups show advanced consumption ideas and pursue the comfort of products. They have a high acceptance of new things and prefer beauty and minimalist style.
Her economy: niche, "black technology"
In the tide of the development of the times and social change, women's consumption view has undergone great changes. They refuse to be dominated by consumerism and take the initiative to control the market voice. "Her power" is gradually prominent in the consumer market.
Jingdong sales show that in recent years, the number of female users has been rising, and the purchasing power of female users has also shown a new peak.
With the improvement of education level and income level, women's social consciousness is awakened. "Self pleasing consumption" and "family consumption" are important components of women's consumption.
As women grow older, they enter the workplace, get married and control the financial power of the family. There are also many women who own real estate on their own. They have excellent strength and control the power of consumption decision-making. They care for themselves, their families and pets.
In household consumption, women show the characteristics of paying attention to the quality of life and saving time and cost. They are more interested in "black technology" than men and are good at using smart home products instead of personal labor. At the same time, women have an early demand for home services than men. According to the data of master Wan's home service platform, female users account for about 60%. Without relevant professional knowledge, women tend to actively seek the help of service providers, which not only saves time, but also meets their needs.
As a consumer group, women's decision-making power is increasing. Her economy is becoming a new blue ocean of stock competition in the home decoration market. The changes of users' consumption psychology, consumption mode and consumption habits make the consumption demand show a personalized, niche and diversified trend.
Silver economy: comfort, convenience and safety
The latest data show that in 2021, the proportion of China's population aged 60 and over and 65 and over was 18.9% and 14.2% respectively, and the degree of aging was further deepened compared with the previous year.
With the increasingly developed national economy, the improvement of residents' living standards, the development of medical technology, the extension of life expectancy of Chinese elderly, the continuous decline of birth rate and the migration of labor force, China's population aging has intensified.
When purchasing soft decoration home, the first consideration of Chinese home users is practicality (73.2%), followed by product comfort (60.3%), decoration (55.3%) and brand (52.4%). This means that brand and discount are no longer the primary factors concerned by consumers, and practicality and comfort have become the decisive factors affecting consumers' purchase.
In the social environment of increasingly serious population aging, the optimization and upgrading of household products should also fully consider the use experience of the elderly group. On the one hand, due to the decline of bone function and fragile body of the elderly group, the design of household products should consider whether they are comfortable to use; On the other hand, the elderly group is slow in action. Once the product is damaged, the installation is not firm and other problems, the elderly are likely to be injured, so the safety of the product can not be ignored.
At present, Chinese families are characterized by miniaturization, and many elderly people live with their wives or alone. After purchasing household products, the elderly often do not have the ability of independent installation and maintenance. Therefore, whether there are supporting services such as door-to-door delivery and installation will become one of the primary factors for the elderly to buy household products.
Population aging is a problem that the home market needs to face. How to meet the consumption needs of the elderly groups and bring them a more comfortable, convenient and safe use experience will become the key to stimulate the economic growth of silver hair.
In order to better grasp opportunities and meet challenges, household enterprises should further strengthen and deepen market research, sink the tentacles of information transmission, reach and connect consumers, and listen to consumers' demands carefully. At the same time, it is necessary to tailor a more concrete scenario consumption mode for consumers with different needs, so that consumers can feel it, so as to stimulate their willingness to consume.
More importantly, the industry has entered a mature period, and it is difficult to open a huge gap between the function and quality of household products. Therefore, service will become a secret weapon for enterprises to establish market position and win competitive advantage.
