In recent years, the post-00s generation has become the dominant consumer group, and they have brought a strong reverse consumption trend. With the previous concept of consumption in pursuit of big namesLuxuryDifferent, the post-00s pay more attention to personalization, creativity and practicality. They no longer only value the brand face of the product, but pay more attention to the cost performance.
The consumption concept of the post-00s generation has undergone a fundamental change. They're starting to focus their purchasing decisions on the value for money of the product, rather than just personal preference. They want to return value by buying items for better self-interest. When faced with options, they will weigh the ** and practicality of different commodities and make more rational consumption decisions.
Reverse consumption does not mean that young people no longer consume, but it means that they pay more attention to the cost-effectiveness of products. They began to pay attention to the balance between quality and value, and no longer blindly pursued high-quality products. For example, they may choose to use a cupStarbucksCoffeeThe price of a boxMilk, as they thinkMilkIt is a necessityCoffeeIt's just optionalLuxury
1.The formation of a new generation of consumption concepts: Unlike previous generations, the post-00s generation grew up in the information age and has a wider range of contact channels and richer information resources. They have a better understanding of various products and a wider range of choices, so they are more rational about consumption.
Economyenvironment withEconomyPressure: CurrentEconomyThe environment is not optimistic, and many young people are facing employment problems andEconomyPressure. InEconomyIn bad cases, they pay more attention to saving and value-for-money consumption to copeEconomyPlight.
3.Recognition of social values: Reverse consumption is not only a consideration of the best, but also the recognition of the values behind the product. Young people are starting to recognize some brandsPremiumThe problem of high cost, impulse to buy leads to waste. They are more willing to choose products with good quality and reasonable quality, which reflects their concern for the rational use of social resources and environmental protection.
1.Downgrade: Many brands are beginning to recognize the sensitivity of young people to ** and have adjusted their product pricing strategies. They launch more cost-effective products and lower the barrier to entry to attract more consumers' attention and purchases.
2.Deliver a more valuable product experience: Brands are also striving to improve the quality and user experience of their products to meet the needs of young consumers for personalization and innovation. They fully consider the needs of consumers and the reverse consumption trend of socialization when designing products to create products that are more in line with the tastes of young people.
3.Co-create with users: Some brands include usersProduct designand in the process of creating, listening to the needs and opinions of consumers. Through interaction with users, brands can better grasp the consumption trends of young people, design products that are more suitable for their needs, and win the recognition and loyalty of young people.
At the 2023 New Consumer Power Conference, major brands expressed their interest in reverse consumption and confidence in the future development. They recognize that reverse consumption is a promising track and are preparing to develop more products that meet the needs and ideas of young people.
For businesses, it is both a challenge and an opportunity to deal with the reverse consumption trend of young people. Only by truly understanding the needs of young people and providing valuable and cost-effective products can we remain invincible in the fierce market competition.
Summary: The rise of reverse consumption represents a change in the consumption outlook of the post-00s, who pay more attention to the cost performance of products, and return to value through rational consumption decisions. Brands should respond to this trend by lowering**, providing more valuable product experiences, and co-creating with users, and focusing on future prospects. Only by keeping pace with the times and meeting the consumption needs of young people can we be invincible in the market.
The above content only represents the author's personal opinions, and does not represent the common views of the majority of post-00 consumers. ）