People's Daily Online, Beijing, February 2 -- The release and seminar of the "2023 Annual Consumption Hot Spot Observation Report" was held in the No. 1 studio of People's Daily Online this afternoon. Liu Zhihua, Vice President of the People's Daily Online Research Institute, released the "2023 Consumption Hot Spot Observation Report" (hereinafter referred to as the "Report") at the meeting, and representatives from the Chinese Academy of Social Sciences, the China Macroeconomic Research Institute, the Heilongjiang Provincial Department of Culture and Tourism and other relevant units and Internet consumption platform enterprises jointly held two roundtable discussions on the current consumption trends and trends.
Liu Zhihua, vice president of the People's Daily Online Research Institute, released the "2023 Annual Consumption Hot Spot Observation Report" (photo by Yu Kai of People's Daily Online).
According to reports, since 2023, there have been many new changes in the consumer field, which are reflected in mass communication while constantly creating consumption hotspots. From the perspective of consumption hotspots that the public is concerned about, the report reflects the hot consumption trend of the whole year and the future development trend.
The report extracts the top ten new consumption trends in 2023 and analyzes the relevant hot words:
First, "original ecological scene consumption" returns to simplicity and authenticity, and the representative hot words include village BA, village super, village row, dragon boat drift, etc. In 2023, the rural events represented by the village BA and the village super will shine, attracting spectators from all over the country to watch the games. The popularity of rural events has also stimulated the upsurge of rural cultural and sports activities in many places across the country, and explorations such as "village dance" and "village song" competitions have continued to innovate. Consumers are not satisfied with watching from a distance, but want to experience and deeply integrate into the rural events, highlighting the charm of the "local life scene".
Second, "new concept of leisure consumption" leads the differentiated choice, and the representative hot words include special forces tourism, blind box tourism, city walking, micro-vacation, etc. In 2023, new concepts of tourism consumption will emerge frequently, or itineraries will be highly condensed to challenge the limits of physical fitness, or casual strolls in pursuit of relaxation, or unlock unpopular niche destinations, and the choice of travel itineraries will be further diversified, and the emergence of various new concepts, new ways to play, and new routes will show different consumption attitudes.
The third is "emotional value consumption" to pay for happiness and decompression, and the representative hot words include pan hand strings, Chinese New Year's Eve school, dopamine and so on. In 2023, young people will either recharge their souls through the cost-effective courses of the Chinese New Year's Eve School, or pursue simple and direct pleasure with the help of colorful "dopamine dressing", and their consumption behavior is no longer limited to the satisfaction of basic life needs, but at the same time more pursuit of spiritual satisfaction, eliminating the pressure of study and employment, and paying for happiness The trend is more significant, and more new products and services, consumption scenarios and consumption formats have been born.
Fourth, "immersive and experiential consumption" helps improve the quality of cultural consumption, and the representative hot words include cross-city performances, museum fever, research tours, etc. In 2023, the performance economy will develop exponentially, with a rich selection of cultural consumer goods such as movies and research, and some popular museum tickets will be sold out as soon as they are available, and various cultural products that provide on-site immersive and in-depth experiences will be widely popular. China's cultural consumption continues to heat up, showing an obvious trend of expansion, increment and quality improvement.
Fifth, "national tide and national style IP consumption" highlights the national cultural identity, and the representative hot words include Hanfu style, tea brewing around the hearth, sauce latte, bee flower business war, far ahead, etc. Consumers enthusiastically embrace domestic products, national trends and national customs, reflecting the growing self-confidence and sense of identity in Chinese culture. The national tide and national style consumption that integrate traditional culture and ethnic elements continue to emerge, from clothing, food, daily cultural creativity to accommodation, tourism and other aspects. Many products that incorporate elements such as the Forbidden City, Dunhuang, Sanxingdui, the Classic of Mountains and Seas, and the Zodiac are highly sought after by young people, and leisure options such as wearing Hanfu and cooking tea around the stove have also become popular Chinese romances among young people. Some old domestic products have become popular, and the choice of domestic products has become a return to pragmatic consumption methods and a tribute to quality.
Sixth, "life and sports consumption" interprets a new way of life, and the representative hot words include exquisite camping, cycling, marathon, etc. People's emphasis on physical and mental health has increased, and consumer goods around a healthy lifestyle have become popular. Following the popularity of frisbee and camping in 2022, the popularity of the outdoor sports market will continue in 2023, with hiking, mountaineering, marathons, etc. becoming new consumption hotspots.
Seventh, "door-to-door service-oriented consumption" solves the pain points of home scenes, and the representative hot words include door-to-door cooking, door-to-door feeding of cats, door-to-door storage, etc. Door-to-door cooking, haircuts, pet care and other services have targeted solutions to the difficulties and pain points in the home scene. With the development of platforms such as the Internet, the changes in the consumption environment and the further refinement of the social division of labor, the implicit consumer demand represented by the above door is gradually stimulated by the effective supply, and then a new type of consumption behavior is formed, which continues to stimulate the consumption potential.
Eighth, "social companion consumption" responds to long-tail social needs, and the representative hot words include meal pairing, fitness companionship, escort and so on. "Hitchhiker" has the characteristics of efficient companionship, rich and convenient, a sense of boundary, and no maintenance, and opens a door to a new world for young people who need friendship and are afraid of socializing with a light companionship consumer relationship. Compared with the reciprocity of "hitchhiking", companion consumption such as escort and escort photography explores more market-oriented and professional services to meet demand.
The ninth is the pursuit of cost-effective choice of "intergenerational integrated consumption", and the representative hot words include cost-effective consumption, community canteens, and universities for the elderly. On the one hand, young people's consumption mentality is more rational, refusing to blindly compare, hoping to have both high quality and reasonable, and keen to get a sense of achievement from excavating and discovering "cost-effective" products. In the past, community cafeterias and universities for the elderly, which mainly served the elderly, are attracting attention from young people. On the other hand, the consumption of the silver-haired group also breaks the stereotype, crosses the application threshold, actively embraces digital life, and is active in multiple consumption fields such as tourism, entertainment, and health care. The change, interaction and integration of intergenerational consumption have brought new enlightenment and new ideas to the development and innovation of consumer products, as well as new ideas for social and cultural exchanges under consumer behavior.
Tenth, "green and intelligent consumption" promotes the convenience of housework, and the representative hot words include robots, first-class energy efficiency, etc. In 2023, smart home products such as dishwashers and sweeping robots will be very popular, and the sales of green and healthy products such as fresh air conditioners and energy-saving water heaters will increase significantly, satisfying customers' "quality laziness" in a smarter and greener way.
The report also sorted out the six local consumption hot IPs in 2023, including Shandong Zibo barbecue circle fans, major events in Hangzhou and Chengdu to drive consumption, and Harbin fancy pet customers; Eight hot consumption policy measures in 2023 were sorted out, including real-name ticket purchase for large-scale performance activities, the cancellation of reservation and visit mechanisms for some museums, and the opening of canteens and parking lots to tourists during the Yangzhou long holiday. In addition, the report summarizes consumers' suggestions and expectations in cultural tourism, transportation and other consumption fields based on the message data on consumption in the leadership message board of People's Daily Online.
In the subsequent roundtable discussion on "Interpreting Consumption Mentality and Grasping Consumption Trends", Zhu Di, deputy director and researcher of the Consumption and Cultural Sociology Research Office of the Institute of Sociology of the Chinese Academy of Social Sciences, Liu Qi, head of Jingdong Consumption and Industry Development Research Institute, Deng Sidi, industry research expert of Alibaba Group, Li Zhengjie, director of the Public Affairs Department of Trip.com Group, Liu Pengfei, senior researcher of the Online Mass Work Department of People's Daily Online, and other guests, jointly understand the current consumption trend from the aspects of consumer demand and cultural psychology.
Interpret the consumption mentality and grasp the consumption trend" roundtable discussion site (photo by Yu Kai of People's Daily Online).
In the roundtable discussion on "Improving the Consumption Environment and Stimulating Consumption Potential", Zhang Chunyan, second-level inspector of the Heilongjiang Provincial Department of Culture and Tourism, Hong Qunlian, director and researcher of the Institute of Industrial Economics and Technical Economics of the China Academy of Macroeconomics, Zhao Weihua, professor of the Department of Sociology of Beijing University of Technology and director of the Beijing Survey and Data Center, Tang Chengcai, professor of the School of Tourism Science of Beijing Second Foreign Language and Chinese University, Gao Lei, deputy director of the Economic and People's Livelihood Editorial Department of People's Daily Network, Jiang Zhao of the International Economic Cooperation Research Institute of the Ministry of Commerce and other guests. Jointly discuss how to further optimize the consumption environment and promote consumption upgrading.
Improve the consumption environment and stimulate the consumption potential" roundtable discussion site (photo by Yu Kai of People's Daily Online).
Tang Weihong, Chairman of the Board of Supervisors of People's Daily Online and President of People's Network Research Institute, attended the event. She said that in 2023, the People's Daily Online Research Institute will launch a series of observation reports around consumption, summarize experience, and provide reference for decision-making. 2024 is the year of consumption promotion, and the People's Daily Online Research Institute will strengthen cooperation with all parties, continue to pay attention to the innovative practices of consumption in various regions and industries from multiple dimensions such as new consumption, traditional consumption upgrading, service consumption, and consumption environment, and successively launch observation reports.
The meeting was presided over by Sun Tingting, vice president of the People's Network Research Institute. (Dong Jinzhi).
Related Links: 2023 Consumer Hotspot Observation Report eBook
Editors: Wang Yuanyuan, Liu Zhihua).