The young "lazy otaku" is exploding with huge consumption potential. SOLOMO, which integrates the three consumption engines of socialization, localization and mobilization, is becoming the consumption power engine to pull the "lazy people", or the "troika" to pull the "post-90 s" new consumer groups. Among them, socialization (SO) is based on self-media represented by social media and communities, localization is based on LBS geographic location services (LO), and mobilization (MO) is based on mobile platforms such as mobile phones and tablets.
No socializing, no spending
As a new consumer group, "post-90s" is an active practitioner of online and offline social combination games. They are not lonely dancers in social relations. The great richness of social media provides enough stage and space for young people to show themselves and spend their lives. we? Is it? Social networking and Hootsuite*** release "Numbers? According to the data of Digital 2020, there are 65.438+0.4 billion social media users in China, of which 65.438+0.2 billion users spend more than 2 hours on social media every day, and each user has as many as 8 accounts on average.
Socialization affects consumption and is related to the self-realization of young people.
Self-realization is not only a career achievement, but also a self-design supported by consumption. At the same time, self-realization is also a peak experience, that is, a strong emotional experience of ecstasy or awe. The "post-90 s" young people live for their own feelings. They are independent and persistent in consumption, and "buying" is a crucial prescription for their emotions. In terms of consumption, they are not stubborn, and they are good at learning from other people's consumption experience for our use, which has become a shortcut to consumption. In anonymous society, semi-acquaintance socializing and acquaintance socializing, young people like to vent their emotions in anonymous communities and pay attention to protecting their privacy, but they will never refuse semi-acquaintance socializing and acquaintance socializing. The shopping consumption experience of semi-acquaintance and acquaintance is an important reference for them when shopping.
Social media itself has a communication effect, which can promote the sharing and communication of goods from information, purchase experience, consumption experience and use experience. Planting grass or pulling weeds through semi-acquaintances and acquaintances has become a "consumption bible" for a new generation of consumers. Daily social media users are the most trusted opinion leaders. Young consumers born after 1990s are more inclined to accept product recommendations from daily users, rather than recommendations from industry experts, celebrity artists, media celebrities and brand social media accounts.
Four levels of consumption demand of "lazy people"
Generally speaking, the consumption demand of "lazy otaku" has four levels: the first demand is to satisfy hunger and eat a simple and delicious meal. The second requirement is to realize life automation. With the new trend of consumption, household intelligent products such as electric toothbrushes and sweeping robots have replaced manual labor. The third demand is the ritualization of consumption. They enjoy a sense of ceremony in the process of consumption, which fully explains the connotation of "exquisite laziness". The fourth requirement is to show the results of sharing. Through social media or community interaction, social needs are met and personal life is displayed and spread. This is the key to young people's consumption, the sense of ceremony and social satisfaction become the key, and house cooking, kitchen and social interaction become the new consumption fashion.
Socialization has become a link before and after consumption.
Socialization has become a link before and after consumption. Looking for content and learning experience before shopping has become a trend since consumption. For this reason, Dianping.com, Mouth.com's words, Douban interest group, Weibo topic (Chaohua community) and other social positions have become the favorite of post-90s consumers, so the life service platform can play social cards. Following the launch of business group chat, Meituan once again built a social system around the takeaway scene, called rice circle. This is a takeaway sharing platform based on the social relationship between WeChat friends and address book friends. The rice circle is similar to a circle of friends in terms of gameplay, but the content shared is limited to take-away orders (food, dessert, etc.). ) .2021,Taobao also launched a new function of sharing shopping carts with one click, which allows you to share your shopping carts with social software such as WeChat, QQ, Weibo and Alipay. Enjoy the fruits of shopping consumption with friends.
No quality, no consumption.
The new consumer groups have changed from basic material consumption to quality consumption, paying for quality lifestyle, which means they put forward higher requirements for products, service quality and consumption experience. The diversified consumption and stronger consumption power of new consumers have brought growth opportunities for service providers, and quality product-driven growth (PLG) has become a reality. Quality consumption closely follows the pulse of consumption upgrading, becoming a new growth curve for service providers, and also hitting the real needs of "post-90 s" consumer groups. They are willing to spend money on improving the quality of life and attach importance to values, individuality and experiential consumption. "Expensive" is not a fetter, what is important is to have personality, value and interest.
Quality consumption
The key elements of quality consumption are quality, health, safety and image, which have obvious characteristics:
Brand first. Pay attention to brand rather than brand, and the price sensitivity is low.
Healthy consumption. CBNData's "Young People's Health Consumption Trend Report" shows that more than 90% of the post-90s have health awareness, and more than half of them are on the road to health. They are willing to pay a premium for their health. "Punk health" is becoming a new trend. Toning with one hand and cooking with the other, anytime, anywhere, fancy mix-and-match, four-season health care, eating face value is a realistic portrayal.
Pay attention to experience. Based on the fast-paced, efficient work and lifestyle, young consumers born after 1990s pay more attention to efficient, convenient and happy experiences, and are willing to pay a premium for them.
Pay attention to goods that are not just needed. Quality consumption is not fully reflected in the products just needed. Tmall New Life Research Institute found that quality consumer goods may not be just needed by life, but it is enough to highlight the pursuit of quality of life by young consumer groups, especially "lazy otaku".
Yan value consumption. Pragmatism is not popular in consumption, and fashion is supreme. Consumer goods not only require high face value, but also pay more attention to personal face value, and pay attention to the consumption of goods that can alleviate the anxiety of face value, such as luxury lipstick, perfume, light medical beauty, etc., which has become a new demand for young consumers.
Credit consumption
"Exquisite poverty" is also a choice. To this end, credit consumption has become a solution for young people's quality life. The new consumer groups are developing the habit of credit consumption, and cherish credit far more than the previous generation. More than 99% of the "post-90 s" will repay on time. In fact, young people may be vain and impulsive in consumption, but they are not brainless. They follow the consumption inequality of consumption view > practicality > cost performance > vanity.
Young consumers have different attitudes towards different credit consumption patterns, and their satisfaction with credit cards is not high, only 72%, especially cardholders aged 2 1-25 have the lowest satisfaction with credit cards, followed by cardholders aged 26-30. In addition, they also enjoy online installment payment of credit consumption. The report on the consumption trend of young people in the post-epidemic era released by Lexin Research Institute shows that in the future, 65.6% people are more willing to spend by stages, and young consumers who exceed 1/3 are willing to expand their consumption of quality and services. Lexin Mall is one of the earliest e-commerce platforms to launch installment shopping in China, and it has become a trusted choice for 654.38 billion new consumers to purchase installment shopping. Credit consumption tools such as JD.COM White Stripes and Ant Flower Blossoms have made young people addicted to the consumption of e-commerce platforms such as JD.COM and Taobao, and it has gradually become a consumption trend to consume first and then repay.
Inconvenient and not consuming.
According to CCTV market research (CTR) data, as of June, 20021year, the total number of monthly active devices in cmnet reached 13 1 billion, the average number of mobile devices active per capita reached 1.3, the average monthly online time of mobile devices was as long as 6.8 hours, and the average monthly active device APP usage reached 25. /kloc-netizens account for 55.5% of the new consumer groups aged 0/8-34, which is called Internet aborigines. They make good use of the internet and artificial intelligence killers, and their consumer applications are increasingly widespread. Especially LBS (location? Foundation? Service), that is, service applications based on users' geographical location are emerging.
When a user logs in to an APP or applet, he will first ask the user for geographical location information, and the service provider closest to the user will provide services to achieve low-cost and efficient operation. This is the case with the take-out of the US group, Didi taxi and JD.COM. Home of COM. For LBS service providers, users should not only be willing to provide geographical location information, but more importantly, design their own products and services centered on user information, and make suggestions for richer all-category life services.
For new consumer groups, the scarcest and most precious resource is time. Time value lies not only in time cost and opportunity cost, but also in consumer satisfaction. The advantage of successful life service lies in convenience and efficiency. As Harvard Business Review said, "Saving customers' time is the biggest secret of service. "Mobile phones are an efficiency tool for young people. The one-stop service brought by ordering food by mobile phone is convenient, so that "lazy otaku" can place an order at home or even in bed, waiting for instant door-to-door service.
Meituan, hungry, etc. Provide platform-based and multi-scene services, such as take-away, hotel, online car rental, bicycle enjoyment, charging treasure, community group purchase, community fresh food, instant retail and other services. They are popular with young people precisely because they are (platform-based, one-stop), fast (easy to place an order and fast to deliver) and economical (many discounts and low prices). Just as Meituan brand appeals to "Eat, drink and be merry in Meituan" and "Meituan takes out food and delivers everything quickly", Meituan almost covers the daily consumption needs of post-90s young people to eat, drink and be merry, and has become an instant home service platform for the whole people.
Instant door-to-door service has become the favorite of "lazy otaku", which solves the thirsty, hungry, greedy and urgent needs of young people and provides door-to-door service within the effective service radius and the promised time. Moreover, there are more and more service providers, commodities and services that can provide instant door-to-door service, and the effective radius of door-to-door service is getting smaller and smaller, and the speed of performance is getting faster and faster. From the initial 5 km 1 hour to 3 km/30 minutes, and now 1 km 15 minutes service, the era of everything at home has arrived. Nowadays, there are more and more instant home service providers, such as community group purchase e-commerce, community fresh e-commerce, running errands and flash home service, and home value-added service of rookie station, all of which are located in the community life circle of 1 km, even within 100 meter.
According to Meituan's big data, 56.6% of the food and beverage take-away business income, and 90% of the young people in China do not often cook. Not only diversified services empower consumption, but also commodities, and instant consumer goods are becoming more and more abundant. Prefabricated foods are rich in categories, and the instant home service platform is connected through the way of central factory+distributor (store) or central kitchen+community kitchen. Yihai International, Tianwei Food, Qianwei Chu Yang, Quanguo Shi Hui, Hai Zi Guo and other brands have made great efforts in food preparation, catering to the upgrading of residents' consumption, the accelerated pace of life and the changes in diet structure, including instant food (that is, hot instant food), prepared vegetables and compound condiments (that is, cooking). As a kind of healthy, nutritious and fast food, prefabricated dishes are mainly used for catering and family consumption, supplemented by catering procurement. This blue ocean of consumption is the favorite of "lazy otaku".
Text: Rare cross-border e-commerce
Image: From the Internet