This consumption trend means a market full of vitality and great potential.
People with a little vision have already entered the market where women enjoy their own consumption, such as skin care products and cosmetics. In recent years, domestic skin care brands such as Perfect Diary and China have been born.
In fact, it is too common to talk about very daily consumption such as eating, drinking, playing, music, clothes, bags, shoes and cosmetics. And many of them belong to the category of hard demand. Nowadays, there are more and more relatively non-rigid demands in the market, and the water is very heavy, which is difficult to measure, and it is even likely to be the cost of buying psychological comfort for yourself.
How can I please myself? There should be nothing you can't buy as long as you want it. It's called pleasing yourself.
In the past, you might need to look everywhere to buy things, but now you hardly need to waste too many brain cells. Some friends recommend you, there are various platforms for planting grass, WeChat business, overseas purchasing, and so on.
Nearly a decade ago, with the rapid and comprehensive popularization of smart phones, the mobile Internet made people's consumption methods and means more diversified. Overseas purchasing of various shopping apps, WeChat merchants and major e-commerce platforms can be said that as long as a person wants to buy something, he can really stay at home and buy whatever he wants, even the whole world.
Especially after the rise of WeChat business and WeChat business, many people saw business opportunities. Because of the low threshold, many people have joined the ranks, or they have become so-called municipal, provincial or even regional agents with little investment, or some powerful people have found upstream suppliers, contracted and then developed offline agents. These WeChat business products are usually much cheaper than similar products on the market. At the same time, because there is a circle of friends as a kind of trust endorsement, sales are often good, and it is much easier to get off the assembly line.
In the industry of WeChat business, there are various products, one of which is care products with high profit rate, especially women's products, such as daily chemical products, skin care products, whitening products, private parts care products, hair removal products, weight loss products, antioxidant nutrients and so on.
Today, even if the WeChat business is not as hot as before, we can still see many people selling all kinds of women's products in the circle of friends every day. As a part-time job, they show others that they have changed a lot because of this product, and also tell others that they have made money by doing this part-time job. If it is not a good product, they will not introduce it to their friends.
Usually, many people are planted with grass without knowing what brand it is, and many brands are really popular under the promotion of WeChat business. In the WeChat group specializing in WeChat business, there are various WeChat businesses, including upstream merchants and downstream agents. Every day, the upstream merchants publish the product details page information, even the tweets are ready, and the downstream agents can distribute them directly with the copy. The products involved are mostly daily necessities and women's products.
With the popularity of short video and live broadcast, it once again provides fertile soil for the survival and development of some businesses, especially all kinds of training related to women.
In addition to yoga teaching videos, there are all kinds of so-called body training, which is neither slimming nor health, but through the training of demeanor, pace, posture, gestures and various postures to achieve the purpose of improving femininity.
There are also various psychological counselors who claim to be proficient in psychology and have been admitted to provide marriage counseling for middle-aged women and tell them how to make marriage and family relations more harmonious and happy. There is even "sexy training" offline. There are some trainings of this kind, as well as contents related to gender health.
There are also some training courses to teach women how to be more independent.
So nowadays, as long as women want it, it seems that as long as the economy allows, nothing can't be bought, whether it is material or spiritual.
These are just a few appearances. The real essence behind them is that female consumers who used to spend mainly at home have paid more and more attention to their own consumption. Material consumption may be very large in the amount of a single consumption, but it is only a small aspect. Beauty, skin care and makeup are daily consumption. For example, a mask is a very high-frequency consumable. Every year, the major consumers of major e-commerce festivals are female consumers.
At the same time, in addition to fitness, shaping, purchasing various anti-oxidation and anti-aging nutrients, and purchasing various weight-loss products to lose weight, female consumers will also sign up for some training courses in an attempt to improve their spiritual level more comprehensively.
There are also some women in China who didn't pay so much attention in the past, but now they just need to spend. Taking personal care products as an example, in recent years, with the improvement of people's living standards, with the help of mobile Internet, media communication is more developed, and women are increasingly receiving more information through mobile phones.
For example, according to the survey report of the World Health Organization, for adult women, the most common disease is not a cold, but gynecological inflammation; The most common symptoms of discomfort are not fever, cough and headache. , but reduce itching, odor, pain, frequent urination, urgency, etc. Moreover, many other diseases of women are closely related to abnormal urinary system function, such as osteoporosis and chloasma. In a sense, the problem of reproductive system is related to the health and happiness of women all their lives, and it can also be said that it is the "source of all diseases" for women.
Another example is the meal replacement industry. The main consumers of meal replacement products are those who want to lose weight and fat. In the past two years, the main consumers of meal replacement products are women, accounting for more than 70%, twice as much as male consumers, and the annual growth of this market has reached about 50%. Moreover, among all the female population, it exceeds 1 1% of the "middle class" population.
The growth rate of consumption in offline cities is much higher than that in online cities, and the proportion of consumption in third-tier and below cities is increasing year by year, because according to the research of some market research institutions, the consumption of "middle-class women" shows the trend of rationalization of consumption in first-and second-tier cities and upgrading of middle-class consumption in small cities.
Although middle-class female consumers in first-and second-tier cities are more rational, they have higher pursuit of exquisite life and quality life. Middle-class women in third-and fourth-tier cities are also pursuing the quality of life and fashion trends in first-and second-tier cities. They are the backbone of female consumer groups. With the rapid expansion of middle-class female groups, the whole female "self-satisfied consumption" market will surely rise to a new height.
This can also be regarded as a dividend in the consumer market. However, whenever market participants flock in the dividend period, there will inevitably be mixed products and services, and even fish in troubled waters.
Whether it is tangible products such as personal care products, nutrition and health products, or intangible products such as training, we must face the torture of whether the quality of a "product" has passed the inspection. Many products cannot stand the torture.
Take the online consumption that consumers use most often as an example. Once upon a time, in China's online consumption dissatisfaction ranking, WeChat business and e-commerce ranked first, which shows that the uneven market is still very common.
Take the care products market for women's private parts as an example, more than half of the products are "fooled by quality", which is easy to form the effect of "bad money driving out good money". When consumers can be cheated of huge profits by "fooling", those enterprises that regulate their operations are likely to survive, or simply join the hype marketing team and go with the flow.
Especially in recent years, the popularity of private care market is very high, resulting in a large number of false products and advertising products. On the one hand, it stems from the information asymmetry of consumers, and women's private care products are highly professional. Customers can't judge the quality and function of products from the appearance, lack product standards, and usually can only choose according to advertisements, so they are easily led by the hype of manufacturers. On the other hand, the supervision and customs audit are lax, and the supervision and punishment of false advertisements are not timely, which fails to really play the role of firewall.
In the training industry, there are also many people who sell dog meat with sheep heads.
Let's start with qualifications. Some people don't know whether they have relevant qualifications or not, and even engage in health-related training, such as gender health. In fact, a lot of professional knowledge can be found online, but many people have to explain health knowledge in training. It is doubtful whether the "trainer" himself has enough professional qualities.
Some people claim that they have passed any exams, but it seems that there are many exams on the market that don't require professional background. Whether it is a professional exam recognized by the state or not, do people who pass the exam necessarily have employment qualifications? Practitioners are not supported by professional medical knowledge background, and many exams are just tools for profiteering.
Most of these trainings are good at making gimmicks. Many people use the name of "the original price is over 10,000, and it is free for a limited time". In fact, in addition to paying some necessary expenses for participating in the activities, such as clothing expenses, the main purpose of the organizers is to let these "students" buy their products. For example, some trainings on "gender health" will sell some personal care products for women, such as lotion for cleaning private parts. The so-called "free", "public welfare" and "women's welfare" are full of gimmicks.
Some trainings are nominally under the banner of "free", "public welfare" and "working for the welfare of women", but in fact they are used as bait to promote all kinds of inexplicable products.
Big brands may not be free from quality problems, and they may not be completely effective, but can brands that have never even heard of them be trusted? Is it "three no products"?
Is the so-called charm temperament really practiced in body form? Not necessarily. True charm and temperament are from the heart.
Under the bombardment of a lot of intentional information and all kinds of knowledge that is difficult to distinguish between true and false, many people who didn't believe it originally also believed it.
If it's just a useless but harmless product, forget it, but no one can guarantee which one is really harmless.
Such a market seems to be developing rapidly, but if those unprofessional, unprofessional, unqualified or even selling dog meat are allowed to exist, the ultimate victim can only be the mass consumers.