Twenty years ago, they were called "Little Emperor" and "Little Sun". Twenty years later, they are called "QQ" people, new and new human beings. The first batch of only children, 25 years old in 2004, began to enter the peak consumption period. Its distinctive anti-traditional characteristics and huge consumption potential indicate the arrival of a new wave of consumption.
prologue
The only generation of consumer revolution in China
Lu Taihong
1979, the government of China began to implement the policy of "one child for a couple". This unprecedented "pioneering work" has created an only-child population of about 1 billion (200 1), and this population will further expand with the passage of time (it is predicted that it will take about 50 years for China's population to achieve negative growth). In the family population structure of China (200 1), the proportion of a family of three is the largest, accounting for 3 1.45%, and the proportion of a family of three in the city is as high as 43. 10% (People's Republic of China (PRC) Yearbook 2002).
The first batch of only children, 25 years old in 2004, began to enter the peak consumption period. Their jobs and incomes tend to be stable, and their future income expectations are optimistic. In other words, the one-child generation will quickly replace the leading consumer group aged 18 ~ 35 and become the new main consumer in China. More importantly, the one-child generation is triggering the consumption revolution in China.
First, the only generation sketch
American Newsweek first attracted the attention of China's only child. On March 1985, the magazine published an article entitled "A Large Group of Little Emperors", which started the study of the one-child problem in China's pedagogy, psychology and sociology. Here, we try to pay attention to the market and consumer behavior, and introduce the technical term "the only child generation" (OCG for short).
Compare the "baby boomers" in the United States (born in 1946, 1 ~ 1964, 65438+February) and the "video generation" in Japan (born in 1950s and 1960s), both of which have promoted the huge wave of consumption change in China. In contrast, the only generation in China is a special group. They are mainly the products of government policies. As individuals, they also grew up in a China environment with a strong root culture. These special growth environments have given birth to the unique generation of China's special psychology, behavior and consumption values, and their consumption ability has been greatly improved, which will change the consumption trend of China as a whole and the consumption structure of mainstream families in China.
The only generation in China was called "Little Emperor" and "Little Sun" 20 years ago. Twenty years later, they are "QQ clan" and "new new human". They once lived a pampered life and were the envy of others; But they also envy others: they were born alone and have no brothers or sisters. The family planning policy not only ensures their relatively affluent growth environment, but also means that they cannot appreciate the benefits of having brothers and sisters. They are accused of being spoiled and dependent, and they have to bear an unbearable psychological burden-fulfilling their future dreams for their six elders. All the contradictions converge here.
A survey of 360 urban families in Beijing from 65438 to 0992 found that 66.3% of the family expenses were spent on the only child, and their consumption accounted for 50% to 70% of the national urban family expenses. Such a family atmosphere has a long-term impact on their psychology and future consumption behavior. They are loved by thousands of people and cared for since childhood. They have never suffered or lacked money. Because there are no brothers and sisters, and they have never tried to compete with others for food and clothing, such an environment has caused the lonely self of the only generation, which is the * * * nature of the whole generation; On the other hand, they are relatively independent and have their own opinions and opinions on things.
Second, the one-child consumption revolution.
The only generation in China has the following anti-traditional consumption values and characteristics:
Features 1: omniscient, precocious.
Only-child students meet the rapid development of IT technology. When they were born, they had televisions, mobile phones and the Internet, and all kinds of information were available. Excessive information and more knowledge make it precocious. The only generation is used to film and television language and network language since childhood, and responds quickly to advertisements and accepts new things quickly.
Sociologists say that the increasingly open economic society has made this generation of children have no depression with closed information, no memory of traditional culture, and no unforgettable historical burden.
Contrast: The information of the traditional generation is not completely asymmetric. Experience is used to make up for the lack of information and to be rational about new things.
Feature 2: Independent personality and cool self.
The growth background of "few setbacks" has created the style of "self", which is self-centered, self-centered and individualistic. "I think I want to like it." Accustomed to others' obedience, unaccustomed to being obeyed, accustomed to others' care and concern, unaccustomed to taking care of others. Care about individuals more than about historical and political events.
I don't think highly of many ideas of my predecessors. Most of them are independent in thinking, despise authority and leadership, are unwilling to be reformed, dare to accept challenges, and are like a duck to water in the information age. In terms of consumption concept, it is "self". Although the salary is not low, the savings are almost zero, and most of the income is spent on clothing, information, making friends and traveling.
Contrast: The traditional generation attaches importance to other people's views, is greatly influenced by the group, and attaches importance to the doctrine of the mean and harmony.
Feature 3: All-round hedonism
China's consumption culture is accompanied by their growth. The special background of the only generation makes them enjoy the family's favor, and almost every wish can be satisfied, which makes the only generation have an insatiable consumption demand. Bring all the material and spiritual fast food (comics, magazines, internet, KFC, McDonald's, all the delicious and beautiful ……), pursue feelings, love animals more than lovers, love computers more than books, and are easily infatuated or addicted to something at the expense of money. The only generation is keen on credit card consumption. Buying a car and buying a house in advance is its basic model.
Contrast: the traditional generation has changed from hard work to limited enjoyment, and lagging consumption is its basic model.
Feature 4: "Spend if you have money" and don't save money.
"There is sunshine every day, and tomorrow will be better", and there is no sense of urgency, which is accompanied by rising expectations of China's economic prosperity. The only generation holds the concept of "spending money", no matter how much it earns, it will be spent in the same month or even overdrawn. "You can borrow first if you have no money", and you are willing to be in debt. You always feel that you are short of money just to be happy. Some media call them "the new urban poor".
Contrast: Although the interest rate of domestic banks has dropped eight times, it is basically unprofitable to save money. The bank deposits of ordinary people are still as high as 1 1 trillion yuan (2003). The traditional generation is insecure and must save money for the future.
Feature 5: Advocating brand fashion.
In consumption, they are not interested in the traditional virtues of thrift, but they have a strong sense of identity with the advanced consumption and timely consumption originated from the West. Pay attention to mood, taste and aesthetics, and advocate brand and high grade.
In the specific consumption behavior, they are bold and rebellious, and they are the leaders and followers of fashion consumption. In their eyes, there are few forbidden areas, and traditional consumption habits are regarded as a backward bondage by them.
Contrast: the traditional generation is heavy in consumption and even frugal, which is far from the brand. Highly sensitive to price reduction in promotion.
Feature 6: Travel video games pursue mood and experience.
A random survey of a travel agency in Beijing (2002) shows that more than 80% of the only-child group who just joined the work have the desire to travel abroad. More and more people go to Australia, New Zealand and beyond for their holidays. Outbound travel usually takes 1 to 2 weeks, and the cost is about 1 ,000 yuan. Although the cost is much higher than many people's monthly income, the proportion of only children among tourists is still increasing. According to industry analysis, the only child who has entered the consumption period one after another is expected to become the most powerful supporter of China's outbound travel.
In the view of the only generation, although the network is virtual, it is more free and open than reality. Their emotions can be fully expressed on the mouse and keyboard, and their loneliness and helplessness can be shared with strangers on the Internet. They are willing to try and challenge themselves and become the main force of video game consumption and the pioneer of extreme sports.
Contrast: The traditional generation used to spend little money to experience consumption, such as traveling. They even oppose Internet cafes and video games.
To sum up, the consumption characteristics of the only generation are increasingly prominent, with high demand and desire, persistent personality and high-end brands, accustomed to overdraft, being happy with new products, high psychological demand, seeking excitement and experience, etc. The consumption values of the only generation are both biased towards the west and psychologically different from the west. Its huge contrast with traditional consumption forms and huge consumption potential indicate the arrival of a new wave of consumption. It is necessary to strengthen the empirical research on China's new generation consumption and innovate marketing strategies.
Link 1: Abnormal pocket money of children in China-A survey of China, Japan, South Korea and Vietnam
According to a survey conducted by Professor Yamamoto of Maebashi International University in early 2004, among the four countries of China, Japan, South Korea and Vietnam, the absolute amount of pocket money of urban teenagers in China is the largest. The gap between pocket money of children of the same age in China is too big; Parents give their children pocket money in a more casual way; Children also have less control over pocket money. It reflects the differences in the growing environment of the only generation in China.
In proportion, the absolute amount of pocket money for children in China is the highest.
"A China family we investigated, a middle school student in the first grade of this family, has an allowance of 400 ~ 500 yuan a month, but according to his mother, this amount is not the most in the class." According to the actual purchasing power, this is equivalent to two or even three times the average level of family pocket money for children in Japan and South Korea. Among Japanese middle school students in the same grade, that is, 13 and 14 years old, the monthly pocket money is between 2,000 and 3,000 yen, which is equivalent to about 1.40 ~ 200 yuan RMB. The absolute amount of pocket money of Korean teenagers is slightly less than that of Japan, but considering the purchasing power, there is little difference between the two countries, while Vietnamese teenagers with the same rapid economic development have the lowest pocket money.
The "gap between the rich and the poor" of children's pocket money in China is surprising.
According to the survey, a class in China can spend thousands of pocket money a month, and it may be almost impossible to spend less. Even though the income level is similar, there are obvious differences in the amount of pocket money given by parents to their children in China due to different family education concepts.
In Japan and South Korea, although the economic conditions are different, the pocket money of a class is basically kept at the same level. Parents will even ask each other how much pocket money to give their children, and agree on the approximate amount, so as not to let the children compare and cause psychological imbalance.
China parents give their children pocket money most casually.
In the other three countries, the way parents give their children pocket money is relatively fixed, while in China, the way parents give their children pocket money is more casual: they may give it regularly or add extra money according to their children's requirements.
According to the survey, there are two ways for parents in the four countries to control their children's pocket money: the first way is to give their children a certain amount of pocket money regularly and let them arrange their own expenses; The second is to give pocket money to children according to their requirements or wishes, and coordinate or control their requirements every time. Japanese parents prefer the former, Korean and Vietnamese parents prefer the latter, while in China, they choose both.
Japanese scholars believe that different ways of giving pocket money have different effects on children's character cultivation. Regular and quantitative methods can let children know how to arrange wealth as a whole; Negotiating with parents when they need money can exercise children's ability to coordinate interpersonal relationships.
If you don't give pocket money at will on a regular basis, the possible consequence is that if you give less, children may suppress their desires, and once you give more, it is likely to lead to uncontrolled desires.
Children in China don't have much autonomy in spending pocket money.
A common phenomenon in China is that children's pocket money in China is not entirely arranged by themselves. "The survey found that although children in China have a lot of pocket money, especially lucky money, they also have a lot of money, but the use of this money is usually based on the guidance of parents, and most of it is spent on tuition and books. "
Professor Yamamoto said that pocket money in Japan is entirely controlled by children themselves, and tuition and other expenses are all expenses that parents should bear. Although parents in Japan and South Korea strictly control the amount of their children's pocket money, once they give it, they will not interfere too much with the use of pocket money and let the children arrange their own pocket money. Parents regard it as cultivating their own financial awareness. (adapted from March 4, 2004 Morning Post report)
Theoretical explanation
Generation division of consumption
The basic assumption of the consumer generation theory is that people born in the same era have experienced the same social, political, historical and economic environment, so they will have similar ideas and behaviors (Dell Hawkins, 2000). The "first generation" represents a certain consumer group. The focus is not on the physiological age of consumers, but mainly on the difference of birth year and growth experience. For example, there are baby boomers, generation X and generation N consumers in the United States.
Western scholar Helmut Shute (1998) initially divided China into three generations, and Shute subdivided China consumers into three generations, as shown in table 1.
Shute's division seems to be a bit rough, which does not fully show the rapid changes in China society. CMC is further subdivided on this basis, as shown in Table 2.
"I think putting money in the bank is the stupidest thing ... because money will depreciate if it stays there, it is better to invest in yourself and there will be greater returns in the future. For example, my trip is an investment. I have never been to Tibet in China, and every trip is a threesome ... "Miss L is full of confidence in the future, and of course she will not give up the present.
Series case 8
Confessions of the Only Child —— My View on Consumption
(Miss L: Guangzhou native, 1979, born as an only child, a third-year graduate student in a famous university in Guangzhou, who is about to work in a famous foreign-funded enterprise. This case is based on an in-depth interview with Miss L on March 1 1 2004. )
I was born in an ordinary family, my parents are both workers, and my family environment is moderate. But because I am an only child, I will still be spoiled by my parents since I was a child. They love me very much. If they have 10 yuan, give me 5 yuan, and basically all my requirements will be met. In addition, my academic performance in school is very good, and the teachers and classmates around me take care of me, so I feel very happy, really a little charming!
When I was a freshman, the tuition fee (3500) was still paid at home. When I was a sophomore, I began to work for myself to make money, and I no longer relied on my family economically. When I was in college, I did many part-time jobs, such as selling computers, selling mobile phones, selling pizza, and even working as a beer waiter in a restaurant. After graduate school, I went to some big companies to do sales. I earned considerable money, paid enough tuition fees, met my daily expenses, and saved some money for consumption in other places.
I surf the Internet for more than 4 hours every day. Look at the news online, log on alumni, chat with MSN on QQ, and check information ... I often shop online, such as buying books, booking air tickets and booking hotel rooms, which is quite convenient. Besides surfing the Internet, I also like watching TV. Watch all kinds of TV programs, such as current affairs news, entertainment gossip news and sports programs. Sometimes I listen to the radio at night, mainly some emotional hotline programs late at night.
I basically don't have much money saved, and I spend as much as I earn. There is also the Great Wall Credit Card of China Bank, which can be overdrawn by 1000 yuan.
I am willing to spend money on myself. I think it is the stupidest to put money in the bank, because it will depreciate there. It is better to invest in yourself, and there will be greater returns in the future. For example, my trip is an investment. I have never been to Tibet, the only place in China, and every trip is a "double flight" because I really can't stand the pain of taking the train; I used to be able to stay in a hostel when I arrived at my destination, but now I have to upgrade my level and start staying in a hotel. I think I will stay in a star-rated hotel soon! As for who to travel with, I don't think it matters. Sometimes with good friends; Sometimes with my boyfriend; Sometimes with complete strangers, such as friends of friends, or friends recruited online. Everything's fine. The key is to have fun.
Excluding major expenses such as travel, my monthly expenditure at school is about 1000 yuan. (Table 1) It is a girl's nature to buy clothes. Usually she looks at a closet full of clothes and says she has nothing to wear. I just bought clothes and soon I didn't like them. So I buy some new clothes every month; And I pay more attention to brands and popular styles, and don't care much about prices; Of course, I don't have a formal job yet, and I don't have much money in my hand. I have to shop around when I buy it. You won't have to do that if you have money in the future. Just choose the best brand to buy. I eat casually, usually in the canteen; If you go out to eat with friends (most people will invite you because you are a girl), you will go to all kinds of places, from "porridge noodles" on the street to Korean and Japanese cuisine, and now there is another kind called "transnational cuisine". I've tried everything, but I just like to try new things! I don't pay much attention to eating, but I have to pay attention after eating. I pay great attention to keeping healthy. When I have time, I will go to the fitness club, where everything is available, such as aerobics, swimming and sauna ... this is a good place for fitness. Cosmetics are another major expense. I use Olay, nothing else.
I think traveling around can enrich my knowledge, make me feel happy and broaden my horizons, which is definitely more worthwhile than putting money in the bank. Besides, my income is not too high now, and that's all I have saved. After working in the company, I will earn it back in a month. Is it hard to get it back now? Of course, I still have some money in my passbook, but not much, just in case of emergency.
When you have money, you can buy a second-hand house in one lump sum. Such a house and a one-time payment method will be cheaper and more affordable, and it can be fixed at around 200,000 yuan, and the location of the house must be close to the parents' home, so that it is convenient to go home and drink the soup made by my mother when I have time. This is called "a bowl of soup" distance. It is also convenient to go back to your home after drinking; At the same time, it is convenient for my parents to come to my house to help me pack things!
(Editor :landi@cmmo.com.cn Wen Lan)
Link 2:
Case 1: "New Poor" in China Campus
Zhao Yang, a 0/7-year-old middle school student in Zhengzhou/KLOC, was complained by her parents after she went home because she spent 20 yuan on a haircut at the barber shop. Zhao Yang said unhappily, "Let me cut my hair for five dollars. That's impossible. "
Nowadays, it is not unusual for a child of 16 years old to have a pair of Jordan shoes of 1000 yuan, but it is unheard of in his parents' generation. They are usually "leaders" in the use of new products. No matter whether they are in financial trouble or not, when faced with what they really like, they often show amazing frankness, never care about it, and never hesitate to pay for it.
Although they don't want to save or invest. Although there will be a gap between the actual life and the expected goal, some people bravely broke the traditional consumption concept of "saving grain for a rainy day" and put their income into circulation again in order to produce greater economic benefits.
Zhao Yang's father complained to reporters: "My son has 10 yuan, so he dares to' fight', as if he had180,000 yuan." The son disagreed: "Why take a taxi when there are 180,000? If there is 50 thousand enough for the down payment, I will buy a car. With a car, I can earn more money. " (According to Dongfang. com. Com, June 20, 200 1)
Case 2: Super consumer groups in China.
Tell Jimmy Lai Xue that he will pay 399 yuan for jeans as long as they have the cool Jack Jones logo and the 22-year-old art college student is sure that they are genuine. Jimmy Xue, who is shopping with his girlfriend in Wangfujing business district, Beijing, said: "The price of this pair of jeans is about four times that of locally produced jeans. However, this brand makes it worth it. "
There are now 30 million affluent urban youths like Jimmy Xue in China, and their purchasing power is strong enough to make the world's largest company change its long-term marketing strategy.
The unique historical environment makes this generation different from any previous generation. They are the product of China's one-child policy from 65438 to 0979. At that time, China had just entered an unprecedented wealth creation period.
David McOwan, a consumer researcher at Tokyo Huamei Advertising Co., Ltd., said: "The one-child policy encourages parents to spoil their children. This generation thinks it is normal to be loved. " Therefore, they spent a lot of money and formed a strong consumer group. According to the statistics of American Weida Palace Relationship Consultant Co., Ltd., in this country that once advocated hard work and simplicity, this generation spends as much as 82 yuan on cosmetics alone every month. According to Agence France-Presse reported on June 6, 2004. Source: People's Daily Online)