New youth love to "spell" new domestic products. According to the report of Beijing Normal University, users in Pinduoduo after 1995 accounted for 32%.

165438+1On October 4th, the research group of Professor Yu Guoming, a famous communication scholar and School of Journalism and Communication of Beijing Normal University, released the Report on the Consumption Trend of New Youth and New Domestic Products in 2020. Based on the data of the National Bureau of Statistics, the Ministry of Commerce and the industry research database, this paper studies and analyzes the consumption logic, consumption behavior and consumption pattern of the new generation in China, especially the post-1995 generation, through case visits and online surveys. The main features are summarized as follows: the trend of online and offline consumption integration is increasing, the C2M customization mode of new domestic products is attracting the purchasing power of a new generation of young people, and the new e-commerce platform Pinduoduo is opening the "online shopping door" for the post-1995 generation.

The new e-commerce platform leads the reverse customization of new domestic products, and the cost performance attracts new young people after 95.

The report shows that in the use and consumption of the contemporary Internet, the post-1990s new youth group is forming an increasing market share with economic independence. According to the 46th Statistical Report on Internet Development in China, in July, 2020, the number of post-90s users reached 362 million, surpassing the post-80s generation and becoming the main users of the Internet.

Zhou Xiaoxi is a graphic designer of a new media company in Beijing. She just graduated from a 985 university. As a "worker" who has just entered the workplace, she bought a MAC bullet lipstick from Pinduoduo's tens of billions of subsidy channel "into the pit", and found that the products that girls like, such as LA MER Blue Mystery Cream, are often lower than the market price after the price subsidy in Pinduoduo. Recently, she fell in love with the "national tide" area in Pinduoduo, and bought a mask of Baique Ling, pull-back shoes and a domestic sweeping robot.

As a "post-wave" or "Z generation" in public opinion, the post-95 s and post-00 s are more sticky to the Internet. Because of their income level, purchasing power and consumption habits, this concentrated group is becoming the market target group of new domestic products.

The "Mu Jing" wall-mounted heating and cooling air conditioner built by Gree and JD.COM * * * has intelligent frequency conversion and first-class energy efficiency, and the price is less than 4,000 yuan; The price of the "Home Guard" intelligent sweeping robot on the product is only 278 yuan; Netease carefully selected designer silk underwear, classic caterpillar children's shoes and other products, the same quality and texture, the price is only 1/4 of its branded big-name goods. ...

The domestic brand Southern Life Integration Industry has advantageous factories and e-commerce operating enterprises, and continues to provide consumers with cost-effective products. (Photo: Li Yu)

These products all have the same attribute-the new e-commerce platform "reverse customized products", which adopts C2M (consumer direct factory) mode. With the help of Pinduoduo, Baiqueling, an old brand, used a large number of consumer portraits, consumer needs and big data analysis suggestions in the research and development process, which made the whole brand supported by big data in naming, tonality, packaging color and the addition of later product components. Through the flexible supply chain, we have created a customized product named "Belle" for Pinduoduo as a special channel.

According to the report, C2M is accelerating the change of new youth consumption trends, "reading" consumer demand from big data, and then looking for manufacturers to design and produce. By constructing "extremely short links" and removing intermediate links such as inventory, logistics and distribution, manufacturers can supply various "explosive models" to the market with the minimum "trial and error cost" and at the same time let a large number of users buy the products they need.

Taking Pinduoduo, a new e-commerce platform, as an example, by integrating C2M design with its social commerce platform, the internal needs (such as geographical location, preferences and behaviors) of individual manufacturers and factories are related, so as to achieve a highly competitive price level for users, and thus form a purchasing attraction for price-sensitive groups in terms of cost performance and quality.

Young people love Hanfu, beauty makeup, and more products promote the tide of domestic products.

According to the latest data released by the National Bureau of Statistics, the total retail sales of consumer goods in the first three quarters of 2020 was 273.324 billion yuan, of which the total retail sales of consumer goods in the third quarter increased by 0.9% year-on-year, and the quarterly growth rate turned positive for the first time in the year. The consumption enthusiasm of residents affected by the epidemic is gradually recovering.

In order to help the manufacturing industry to accelerate the formation of a new development pattern with internal circulation as the main body and domestic and foreign dual circulation promoting each other, 181On October 22nd, Pinduoduo announced the comprehensive upgrade of the "New Brand Plan" launched at the end of 20 18, which will support/kloc-0 from 20021to 2025.

More and more time-honored domestic brands have chosen to ride the wind and waves, and made amazing achievements in the "second spring", welcoming one story after another on the Internet: in the first half of the year, the sales of Pinduo Baique Ling soared by 10 times, and customized "branding" will be launched; Warrior was bought after 95 years, and sold 1.3 million pairs of warrior shoes in Pinduoduo within one month; The sales volume of Hanfu in Cao Xian accounts for more than 1/3 of the whole network, combining many products and murals of Dunhuang Mogao Grottoes. The price of a variety of new products is as low as 100 yuan, allowing young people to realize "Hanfu freedom" ...

Recently, Pinduoduo announced a comprehensive upgrade of the "New Brand Plan", and continued to promote the new brand incubation mode of "reverse customization, product and marketing integration" to help local cosmetics enterprises integrate into the new trend of domestic products and incubate new brands of domestic cosmetics in batches. In the workshop of Guangdong Yanzhen Cosmetics Co., Ltd., a participating enterprise of "New Brand Plan", workers are packaging and testing cosmetics. (Photo: Anshun)

Before and after the National Day holiday, thanks to the acceleration of overall social consumption, the peak daily order volume in Pinduoduo successfully exceeded 1 100 million orders. Fan Rizhao, a researcher at Pinduoduo New Consumption Research Institute, said that the high growth rate of Pinduoduo is largely due to the increase in the proportion of new youth. "The new e-commerce has given new young people more choices. They can buy more cost-effective goods and enjoy more shopping fun in richer scenes such as social interaction and games."

According to the report, "horses are bought in the east city, saddles in the west city, reins in the south city and whips in the north city." Traditional offline shopping is only the buying and selling stage of money and commodity transactions, while the new e-commerce platform is constantly building new consumption scenarios that adapt to consumers in the new era. In this experience field, consumers can not only satisfy their desire to buy goods, but also generate more added value and psychological identity, which is the development trend of new youth consumption.