Under the guidance of interest consumption, consumers are willing to invest in this “big deal”. Even if the price is more expensive and more expensive, 36% of consumers are still willing to pay for their interest. For example, middle class and middle-class new women, the middle class spends about 600 yuan a year in cinemas; and middle-class new women spend 40,000 yuan a year on outbound travel.

Consumers are constantly investing in “big hand” consumption, but they are equally irrational. In purchasing decisions, consumers will pay more attention to the characteristics of the product itself to choose a product that is more suitable for them, and reduce the pure dependence on brand endorsement to make purchases. select. As consumer demand is more segmented, new-power brands are gradually gaining market share. Nielsen data shows that the market share of small and medium-sized brands increased by 0.5%, and the market share of retailers' own brands increased by 0.1%.

At the same time, among the offline channels of the FMCG market, the market share of the top ten international manufacturers continued to shrink, from 17.8% to 17.0%. Conversely, the market share of medium-sized local manufacturers continued to increase, from 20.8% to 21.3%.

Domestic small and medium-sized brands use their own flexible decision-making and the advantages of channel management in the down-line cities to continuously win the market through rapid breakthrough innovation and differentiated regional dealer operations.At the same time, imported small and medium-sized brands are also taking advantage of globalization, and relying on online platforms to meet consumer demand for diversified products through products with exotic characteristics.

In addition, the price/performance ratio is another important factor that consumers pay attention to. This choice does not mean that the consumption is downgraded. Instead, it purchases products through more affordable methods on the basis of pursuing the necessary product quality assurance, and at the same time in the pursuit of cost-effective products. has a difference.

According to Nielsen data, from November 2017 to October 2018, consumers are more willing to choose high-end products for non-basic care products. The high-end products have a growth rate of 28% year-on-year, and the market share is over 52%, much higher than other. Price product.

For household necessities, consumers pay more attention to benefits, and the market share of affordable consumer goods is 46.8%, which is higher than other price segments. At the same time, consumers will choose to reduce the total cost through membership or purchase mode. The data shows that 31% of consumers apply for membership to enjoy the member's exclusive price, and 65% of consumers choose to buy because of the cheap price.

The e-commerce sector continues to innovate in mode, and “social e-commerce” has suddenly entered the consumer's field of vision and has grown rapidly. According to Nielsen data, among the various e-commerce platforms, the monthly growth rate of monthly e-commerce users of social e-commerce showed explosive growth, up 439.2% year-on-year, much higher than that of second-hand e-commerce (46.4%) and cross-border e-commerce ( 38.5%) and integrated e-commerce (21.9%).

At present, social e-commerce is mainly divided into two models: acquaintance relationship and interest topic. Among them, consumers in first- and second-tier cities are more inclined to interest-oriented e-commerce, while third- and fourth-tier cities are more willing to participate in the social group formed by acquaintances.

Different levels of urban consumers have different appeals for social shopping. According to the Nielsen report, consumers in first-tier cities pay more attention to the quality of goods, while pursuing individuality, and are willing to discover products that cannot be bought by other e-commerce. Consumers in second-tier cities are asking for low prices; consumers in third- and fourth-tier cities are more concerned. Image authenticity and quality service. From this point of view, the next step of the online social platform will be to strengthen the consumer experience and link the online and offline integration development.