At the beginning of 2023, we are full of anticipation and longing for the new year, hoping to put into practice the plans that have not been completed in the past few years, and adjust the state and pace of life to the best. Life will return to normal, and consumption will also pick up, just as it isThe "2023 China Consumer Trend Report" released by Zhimeng ConsultingAs mentioned in the article, the consumer market will achieve a "gradual recovery" in 2023, and rational consumption and emotional life will become the fundamentals of consumption. In this trend, how can brands and businesses impress consumers?In the past year, we have seen the case of brand overturning, and also witnessed the popularity brought by "wealth from heaven", and also witnessed the phenomenon of becoming famous in the first fightThe last month of 2023 is also halfway throughTrendJun has listed the top 10 consumption hotspots in 2023, reviewed and summarized China's consumption landscape in 2023, which may contain the direction of development and the method of growth.
01.The emotional economy is prevalent, and this generation of young people pays for emotions
The work that can't be done, the blood pressure that can't be lowered, and the Party A who can't get it done, have made countless migrant workers become "patients of the times" with nodules and grievances. After the epidemic, consumers have new thinking about their own lifestyles, and they have turned to the life of chicken feathers, actively looking for the spirit of fighting internal friction**. From the crazy literature that constantly reverses and conforms to the trend to the color aesthetics of dopamine and Maillard, the temple economy ...... of incense and healing the soul in the templeThe core behind these consumption hotspots is related to emotions.
Daytime Bear with Kangkang and Grandpa's "Dopamine" picture source: Daytime Bear DouyinMore and more brands aim at emotional marketing, hoping to turn empathy into purchasing power, and learning to do emotional marketing has become a compulsory course for brands. In the trending article, (click the link to view the article From dopamine to Maillard, how does emotional marketing "handle" young people?We've put together a three-step approach to emotional marketing:Step 1,Reach consumers in the form of consumer trends and trends, that is, understand what consumers need and want, and then do marketing layout in a way that they are willing to acceptStep 2,Touching consumers with basic emotions and positive emotions, doing emotional marketing is to convey the emotions that the brand wants to express and want to resonate with consumers, and also understand what kind of emotions should be chosenStep 3,Engaging consumers with emotional resonance and co-creation, and consumers' spontaneous participation, co-creation and sharing have become the key to emotional marketing.
02.The whole people are rushing for tickets, and the concert economy is hot
Last year, the major short ** platforms competed for tens of millions of traffic for online live concerts, and after three years of silence during the epidemic, the concerts that returned again bloomed offline this year, and many consumers said that "they spent more money on concerts this year than before", and the concert gradually became a cultural tourism project that drove the economic benefits of the city. This year's offline concerts are showing a trend of sinking city locations and soaring revenues, whether it is the first and second tiers, or the third and fourth tiers, and even the county market has been used as a venue for holding concerts. In terms of driving the economy, from Jay Chou's Haikou concert to bring more than 900 million tourism revenue to TFBOYS to bring 4With a tourism revenue of 1.6 billion yuan and offline concerts blooming everywhere, it is not an exaggeration to say that the GDP is driving regional consumption from multiple perspectives such as hotels, cultural tourism, and catering.
In the answer under Zhihu's "Why do people love to go to concerts", some people say that "listening to concerts can recall the feeling of youth, which explains why, even though rational consumption has become the mainstream, there are still people who are willing to spend a lot of money to listen to offline concerts." Consistent with the "2023 China Consumer Trend Report" released by Zhimeng Consulting, creating a sense of atmosphere and enhancing consumers' sense of participation and experience has become a new trend in creating new consumption.
03.In the era of 10,000 stores, the market opportunities for new lines are still there
In June this year, the 10,000th store of Luckin Coffee opened on Zhongshan Road in Xiamen, officially becoming China's first 10,000-store chain coffee brand. Previously, Juewei Duck Neck, Honey Snow Bingcheng, Wallace, and Zhengxin Chicken Steak have all become Wandian brandsThe general trend of "10,000 stores" is coming, and the era of 10,000 stores is coming.
On the one hand, the consumer market has recovered, and the catering industry, where 10,000 brands gather, has recovered rapidlyOn the other hand, consumers will choose products with stronger brand power when their brand awareness is improved, and under this trend, the Wandian brand has entered a virtuous circle of store expansion and has been able to grow rapidly. The relevant person in charge of Mixue Bingcheng once said, "Mixue Bingcheng is not 0 to 10,000, but 1 to 10,000. First, there was a profit model of 1, and then the scale of 10,000 stores was copied. ”Therefore, if you want to become a Wandian brand, the core is to do a good job of "1 store" first, and then build it with the experience and foundation of this store to improve other chain stores. (Click the link to view the article to become a "Wandian" brand, is it so important?)）
04.In the face of more and more rational consumers, light luxury has failed
There is no process to process, there is no design to design, and there is no value retention rate. What's the difference with a 150 yuan stall bag on the side of the road, you can buy it back for 3,400,000 yuan, and you can't sell it for 300 for a year!A comment on the Internet about light luxury shows the reason behind the decline of light luxury in recent years. In the 2024 China Consumer Trends survey, we found that the most frequently mentioned words by consumers are rational consumption and throttling saving, from the middle class to white-collar workers, the purchase rate of luxury goods has dropped significantly, and light luxury is listed as the biggest consumerist trap in history. The historical precipitation and brand tonality of luxury goods cannot be compared to the upward level, and the high practicality and cost-effectiveness of mass products cannot be compared downward, and light luxury is in a dilemma.
Not only light luxury, how to maintain the long-term vitality of the brand under the mainstream of rational consumption has become a must for every brand. While adhering to the core main line of the brand, it provides a pleasant consumer experience, and on the basis of insight into demand, further deepening product innovation has become a breakthrough in a new round of brand melee. (Click the link to view the article: Light luxury has become the "tears of the times"?)Keep in mind the three brand "alarm bells").
05.Young people are keen to "find a partner", and brands are actively linked
Young people who regard social fear, singleness, and i-people as image symbols are gradually forming their own groupings: from "rice pairing", "learning pairing", "game pairing", "travel pairing", to "napping pairing", "milk tea pairing", "toilet pairing", "fitness pairing", "concert partnering" and ......Compared with the traditional friend relationship that requires a lot of time and emotional costs, the relationship with a small burden, shallow friendship, no pressure, a partner at any time, and a partner at any time, and a more vertical and accurate companionship, there is only one criterion for measuring whether it can form a partner, that is, whether there are the same needs and interests.
Hitchhikers are not only a way for people to socialize, but also the CP relationship between different brands and products.
For example, Heytea, which is known as the "king of co-branding", has teamed up with Fendi this year to launch a collision between new Chinese tea drinks and luxury trends, triggering a wave of check-in craze on social **. For Fendi, in the face of the cold wave of luxury, this collaboration is also a good opportunity to enhance the brand's voice and popularity, which is a win-win situation for both parties. (Click on the link to view the article "Hitchhiker" is popular, and the needs of young people have changed again?)）
06.Messi's trip to China, how much potential is there behind the sports business?
In June this year, Messi's trip to China sparked a carnival of fans and major brands. Ticket revenue exceeded 100 million yuan, and the sales of surrounding hotels, tourism and their derivatives hit a new high, with 23 sponsors and major platforms vying for traffic. The commercial road of this sports superstar IP extends from the Capital Airport and the Four Seasons Hotel to the Olympic Sports Center and the Kuaishou ......From the advertising space rental in the live broadcast room, Messi himself was "picked up" with the same style, to the Kuaishou live broadcast, although it was questioned as a recorded picture, it still attracted a total of 1 users500 million people, nearly 24 million likes.
The tickets have been sold to tens of thousands, but they are still sweet for fans, not only because of the love for Messi's personal charm and unremitting sportsmanship, but also because of the pursuit of relaxation under emotional valueHow to create the emotional release scene that consumers need, improve inner comfort, and redefine the consumption meaning of the brand still needs to be laid out. Messi's success has also brought thinking about how to build a sports super IP for China's sports business, focusing on the different stages and honors of sports stars, formulating detailed career plans and publicity outputs, and the power of IP is vividly reflected in Messi's China trip. (Click the link to view the article Messi's China Tour: Trend Enlightenment after 50,000 Live Carnival Trend Hot Comments).
07.In the quiet live broadcast room, the GMV of a single game easily exceeded 10 million
9.9 on the link".
The babies who want to deduct one" "Only the last item is in stock, and the baby who wants to place an order quickly!"Noisy background**;Shouting and selling;was jokingly called by netizens "more suitable for e-people to work", "the group of people who took classes and answered the stubble when they were children have grown up......".The traditional impression of the live broadcast room seems to have been burdened with the impression of being noisy from the beginning of the broadcast. With the popularity of Dong Yuhui in the 2022 Oriental Selection Live Broadcast Room, the live broadcast room has quieted down. There is no noisy ** impact, no countdown urging, no exaggerated forced single words, just communicate like a friend, listen to the poems on the field and the distance.
Subsequently, Dong Jie and Zhang Xiaohui joined the quiet live broadcast, but behind the calm tone was a turbulent record, and the first live broadcast GMV topped the hot list of the day with sales of 30 million and 50 million respectively. Whether it is the knowledge anchor of Xuefu Wuche, or the positioning of simple and locked, Chinese products and women, exquisite and high-quality self-use recommendations, their (his) out of the circle is inseparable from the accumulation of their own experience and temperament. Many people say that watching their live broadcast is like a gathering of old friends, and the relaxed spiritual companionship further arouses the emotional resonance of consumers. From harvesting to recommendation, from shouting to accompaniment, the quiet live broadcast room is more in line with the current spiritual value pursuit. (Click the link to view the article Dong Yuhui and Dong Jie, let the e-commerce live broadcast "quiet").
08.A local life track with many ways to increase the number of heroes and compete with each other
In the past, there were veteran kings Meituan and Ele.me, and then WeChat, JD.com, and Kuaishou were in hot pursuit, and recently Xiaohongshu, AutoNavi, and Douyin have also begun to lay out, and the local life track has attracted a new round of washing. Meituan has evolved in many ways to stabilize its local lifestyle businessXiaohongshu has attracted many local businesses with its super grass planting attributes;Kuaishou launched a local life mini program;Douyin set off**to the store, short** to visit the store;AutoNavi is also a ...... for building a local life section that navigates to the store
The original track pattern has been built and reorganized again and again, and what kind of situation will the local life track present in the future will be waited and seen. (Click on the link to view the article Local Life, let the bullets fly a little longer).
09.Entering Zizi to catch up with the "baking", the changes in consumer demand behind the flow of cultural tourism
From a third-tier industrial city in Shandong to an Internet celebrity scenic spot known to the whole network, Zibo's counterattack Shuangwen started with a barbecue. During the May Day holiday, a total of 832 passenger trains were opened, sending more than 240,000 passengers, and the overall travel orders were 441% higher than that in 2019. There are thousands of delicious barbecues, why are everyone willing to go to Zibo to "catch up with the barbecue", because behind the Zibo barbecue is the fireworks in the world that heal people's hearts. From providing barbecue trains, improving guidance services, to the strict control of regulatory departments, warm and careful service ......Subsequently, the news that tens of millions of Internet celebrities randomly evaluated that none of the merchants were short of catties exploded on the whole network, and the local citizens were full of happiness in their lives, which made a group of netizens have the idea of settling down. Zibo relies on the low-hanging fruit fireworks, happiness, high service standards, and first-class cooperation to accurately grasp consumers, as for whether the barbecue tastes good or not, it is not so important.
Behind the hot barbecue is in the era of consumer sovereign awakening, transparent and visible consumption, trust relationship construction, and consumer happiness have become the significance of brand choice pursued by consumers, and it also determines whether the brand can achieve a leading position in similar products. (Click the link to view the article from the Internet celebrity director to Zibo barbecue: the traffic "big test" trend of cultural tourism out of the circle).
10.Soothing and healing, lifestyle brands move people's hearts
From basic food, clothing, shelter and transportation to daily sharing, today's young people are more willing to pay for their ideal lifestyle, from camping and climbing to cycling and fragrance, they hope to get spiritual comfort from it.
At a time when everyone is pursuing the emotional value of consumption, lifestyle brands rely on multi-touch attributes to build in-depth communication and interaction with consumers. Whether it's restoring the state of home storage to the offline TAGI "mini Tapi house", Juhuasuan writing discounts on bed sheets and hanging them in residential buildings, or moving photography exhibitions to Xiaomi, which is moving photography exhibitions to ordinary people's balconies, brands are now more and more able to live, telling stories with fireworks and holding activities to reach ordinary people, which has become the path for lifestyle brands to move people's hearts. 2023 is coming to an end, and by reviewing the consumption hotspots in 2023, the memories of the past year are slowly emerging, will there be any major events in the last days of 2023?How 2024 will begin, let's stay tuned. People draw lines.