As a new generation of young people born after 2000, what are their current consumption patterns?

We often refer to people born around 2000 as "post-00s". Regarding this generation, many product managers have the same sentiment: In the era of mass consumption, the post-90s generation has not yet figured it out. , the more difficult to deal with the post-00 generation is here again!

How do people born in the 2000s consume?

With the rapid advancement of technology, the iteration of society is gradually accelerating. Each generation also has its own background, living habits, working habits, thinking habits and consumption concepts. Although the post-90s and post-95s have become the mainstream consumer groups in society, with the arrival of the post-00s, a new consumption cycle has begun to brew. New projects under construction or renovation projects targeting the post-00s are even more We need to think carefully about how to cater to this new group of consumer forces.

What are the consumption characteristics of the post-00s generation?

If the post-95s generation is a group of people who became Internet-enabled during their adolescence, then the post-00s generation was Internet-enabled in their childhood. A group of people, so their lives will be more affected, including the invasion of foreign cultures. According to the "Tencent Post-00s Research Report" released in the first half of the year, the post-00s generation's worldview, outlook on life, values, consumption outlook and other attributes are significantly different, showing more diversified, inclusive and independent characteristics. We know that those born in the 1980s pay more attention to quality and price, while those born in the 1990s and 1995s not only pursue ease of use, but also pursue fun and interesting psychological appeals.

The report shows that the consumer attitude of the post-00s generation who are gradually "taking over" has six major characteristics:

1. They are more attracted to brands and idols that are dedicated and confident. They hope that the brands they consume are the same as their idols, and they hope to understand the stories behind the brands and idols.

2. Be willing to pay for your interests.

3. Pay within your own ability.

4. The influence of KOL (opinion leaders) is decreasing. They believe that the relationship between KOLs and fans is biased toward utilitarianism, and the credibility of KOLs is decreasing.

5. Content = social tool. They are eager to interact more with their peers, and content is a tool to stimulate interaction and a way for them to showcase their strengths.

6. Domestic brands are no worse than foreign brands. More than half of those born after 2000 believe that foreign brands are not a plus. Nowadays, the post-2000 generation is more filled with national pride and self-esteem in school, and supporting domestic products has become a way for them to care about the country.

When it comes to individuality, people of every era will express individuality in different states during adolescence. However, the difference between the post-00s generation is that the post-00s generation has many fresh understandings of the world, and also Compared with those born in the 70s and 80s, they are more tolerant of new things, so their interests and hobbies will be more diversified.

Due to the times, it is more convenient and transparent for those born after 2000 to obtain resources or products. They will consume what they think is reasonable as quickly as possible.

Therefore, the post-00s generation will be more idealistic than any other era. They do not need to consider financial issues as they grow up. They can pursue their favorite things more confidently and boldly, and have the opportunity to experience new things. Things, at the same time, are more independent in thought and more able to avoid being assimilated by society.

What kind of shopping scene do the post-00 generation need?

The widespread application of smart devices has fragmented people’s time, and the subsequent shopping scenes have become more fragmented. In subways, office buildings, elevators, parking lots and even billboards on the roadside, any life scene can become a shopping scene, seamlessly meeting the public's shopping needs and forming new consumption and purchasing motivations. For those born after 2000, the concept is the same, but the operation requires different logic.

In this regard, many companies have tried to make their projects younger and more attractive to young people. However, there is a contradictory phenomenon that has to arouse reflection and concern in the industry. Currently, 95 brand products on the market are designed by business owners born in the 1960s and 1970s "for" those born in the 90s and 00s. Traditional entrepreneurs cannot understand young consumers. The "best-selling products" in the market cannot recognize the innovative design solutions of the planning company.

Just like the sentence "I like bananas, but you gave me a truckload of apples" is full of embarrassment.

Take "Second Dimension" as an example. The reason why "Second Dimension" can definitely occupy high traffic in the social "tags" of the post-00s generation is that many products that the post-00s generation are obsessed with are branded with "Second Dimension" mark. Compared with the general classification method of post-90s in vertical fields, the hobbies of post-00s in vertical fields are more subdivided. In the field of "ancient style" alone, it can be further subdivided into Hanfu circle, ancient literature circle, classical music circle, etc. . Therefore, shopping malls need to be more cautious when holding related theme exhibitions or theme blocks, otherwise it will easily cause excitement and the conversion rate will not be ideal.

Looking at the products on the market that account for a large proportion of users born after 2000, they all have obvious characteristics: from social interaction to the formation of tagged circle communities, from two-dimensional, gamification to strong functionality . Therefore, in the segmented field, we create a lifestyle scene that post-00s yearns for, so that they can experience the “life they want”. Once they successfully enter the scene, they will eventually pay for it.

In addition, compared with previous generations, the post-00s generation can be said to be the most difficult group to maintain user stickiness. Homogeneous products are more difficult for the post-00s generation to pay for. Therefore, after vertically entering a specific field, come up with something more The mix and match of different dimensions seems to capture the attention of those born in 2000.

The rise of the post-2000 generation has given rise to the next wave of consumption

Consumers’ demands for shopping malls have gradually increased, from simple commodity purchases to experiential consumption and full-service services. From brand recognition to a sense of self-involvement, post-00s hope to express "who I am" through the brands they consume and the places they shop.

Post-00s pay more attention to the shopping process experience and hope to establish a sense of trust and intimacy with brands and retailers beyond transactional relationships. Their receptivity to marketing information on social media is also significantly more open and positive, giving product and service providers greater room to increase their influence on social media based on consumers' individual needs.

As the darlings of growth dividends and technological dividends, the "post-00s" have stronger personal awareness and spiritual pursuits, vertical segmentation of interests and hobbies, and steady improvement in consumption power, which is bound to contribute to the development of the pan-entertainment industry Bring clearer direction and benefits. Driven by the social outlook and entertainment outlook of the post-00 generation, they eventually formed their unique consumption concepts. They are more accustomed to paying for virtual goods and services (such as comic exhibitions, peripherals, mobile games, etc.), are willing to spend money to buy "experiences", and pay more attention to the spiritual and social attributes of goods.

Not only the personal consumption of the post-00 generation, their influence has also penetrated into household consumption in all aspects. Their sensitivity to trends makes their position in household shopping decisions more and more important. For example, when it comes to choosing technology products, more and more parents will listen to the advice of those born after 2000.

Faced with the "cake" of the post-00 generation, all companies must also make certain innovations in business models and communication levels. Today, society has passed the stage of discussing how the post-90s generation rebelled and the post-80s generation struggled. The strong personal consciousness of the post-00s generation heralds the arrival of a wave of personalized consumption.