As we all know, young people are the group with the strongest spending power. Compared with the older generation, they pay more attention to consumer experience and service, and pay less attention to **. However, in recent years, there has been a shift in the consumption concept of young people, who pay more attention to the value of goods and pursue a value-for-money shopping experience. This has led to the rise of a trend known as "reverse consumption", where young people are starting to be more cautious when shopping, focusing on the value and usefulness of goods. Second-hand commodity trading platforms are gradually emerging, and various second-hand commodity transactions have become increasingly popular. This change in consumption concept has had a profound impact on the domestic consumer market and has also provided support for the rise of domestic brands. The reasons behind the "reverse consumption" of young people mainly include changes in the economic situation, mortgage pressure and young people's rational understanding of consumption.
In recent years, the global economic environment has been unfavorable, and China's economic growth has been affected to a certain extent. Foreign trade enterprises are facing the dilemma of reduced orders, and the income of many practitioners engaged in foreign trade has also been affected. At the same time, competition in all walks of life has become more intense, and it has become more difficult to make money. Young people are forced to start with spending and minimize unnecessary expenses in order to cope with the current economic difficulties.
Specifically, this is mainly reflected in the increased sensitivity of young people to commodities. Due to the instability of income and the decline in spending power, young people have begun to pay attention to the cost-effectiveness of products and pursue a value-for-money shopping experience. They pay more attention to the function and quality of the product, rather than blindly pursuing the best product. This change in consumption concept has brought a series of business opportunities, allowing some brands with cost-effective selling points to gradually emerge.
Today, there is a noticeable increase in the cost of living pressure on young people compared to older generations. Especially young people who live and work in big cities, if they want to buy a house and get married at the right age, they must bear the pressure of high housing prices and mortgages. However, young people who do not have a high monthly salary and who have just started working can hardly afford the huge monthly mortgage. They have been forced to cut back on other areas of spending to cope with the pressure of high mortgages.
Therefore, young people have begun to buy goods more rationally and pay attention to cost performance. They understand that buying luxury goods does not improve the quality of life, and sometimes even increases the financial burden in order to buy them. Instead, they prefer to use the money to meet their real needs and improve their quality of life. This rational consumption concept has promoted the improvement of personal financial awareness, and people have paid more attention to saving and rational spending.
In the past, many merchants took advantage of young people's psychology of pursuing trends and impulsive consumption, and deliberately hyped up the goods **, so as to harvest the wallets of young people. However, young people are gradually realizing that buying luxury goods does not prove their identity and social status. Really rich people don't need to show off themselves through luxuries, they pay more attention to personal taste and quality.
As a result, young people are starting to think more rationally about consumption. They begin to realize that many luxury goods are not necessities, and that there is no point in buying these products only to satisfy vanity and comparison. On the contrary, they pay more attention to practicality and quality, and are more inclined to buy products that are cost-effective. This change in concept has also provided strong support for the rise of domestic brands, and young people are more supportive and choose domestic products.
Behind the phenomenon of young people beginning to "reverse consumption", it reflects the changes in the economic environment, the pressure of housing loans and the change of consumption concepts. The global economic malaise and increased competition have made it increasingly difficult for young people to earn money because of their unstable incomes. The high mortgage pressure has forced them to cut back on other expenses and weigh the benefits of choosing more practical and affordable products. In addition, the change of consumption concept has also made young people pay more attention to cost performance and quality, which has promoted the rise of domestic brands. Only by understanding the reasons behind these can we better understand the phenomenon of young people starting to "reverse consumption".