The impact of time on women at a glance through their consumption.
From the age of 20 only care about their own consumption, desperately planting grass, weeding, consumer preference gradually turned to the family from their own, from the beauty of a care turned to the mother and child, food fresh, a woman's consumer history is their body , Mental, character history.
On the occasion of the 11.11 Festival of Shopping Festival every year, 21 the Jingdong BD Research Institute conducted an inventory of changes in the consumption of Chinese women and the city's 'economic competitiveness' based on the data on female consumption in Jingdong.
The study found:
1.90 after the ladies brand fans, reflecting their own consumption is not limited, but dare to spend money .This departure from the brand positioning of the younger generation of high-end consumer, high-end brand is the best opportunity to train new generation consumers It is also the best evidence that international big names have started their traffic strategy and embraced the new generation of consumers.
2. quality of life payers across multiple ages .25 to 50-year-old middle-class women are the backbone of the quality of consumption, but compared to 90 for their own pay, they are more willing to pay for quality of life, is high-end furniture appliances , Kitchen utensils, food and other major audience.
3. Awakening of women's consciousness, not only reflected in the consumption of self-escalation, they also began to pursue personalized technology spending, cultural and sports tourism spending.
4. Buy a second-tier cities quality, three or four-tier cities to buy affordable, fifty-six cities to buy life.Low city line, the proportion of women in the consumer spending structure just higher proportion of daily necessities; the higher the city line, , Books, computers and other products accounted for a higher proportion of spending, but they are in different stages of consumption upgrade.
5. China's fashion lifestyle spending power of the most for the city of Beijing, Beijing in all age groups of women, 80 women lead the consumer.But Shanghai women willing to spend their money is not soft, skin care products, the first unit price Non-exclusive to her Chengdu is the second largest consumer luxury goods on the width of the deep, so that the city among the women's quasi-first-line.Chongqing sister to the country's first beauty instrument consumer spending ratio for the city However, if from the perspective of the desire for luxury goods consumption, although the spending power in Guangzhou despite the Beijing-Shanghai, Guangzhou women's luxury goods consumption accounted for the highest in the country, and much higher than in Shenzhen. Taiwan's two major cities in the Yangtze River Delta PK, in terms of fashion consumption, Nanjing once again lost its power to Hangzhou.
Female shopping rings
In 11.11 Jingdong women preferred brand, La Prairie, La Mer, only appeared in the list after 90.
90 after the ladies brand fans, reflecting their own consumption is not limited, more courage to spend money.Although not yet growth as the backbone of consumption, but the brand should be early layout of 90 after the market, to assess their preferences and changes in consumer habits Compared to the diverse roles of women in post-80s, post-90 spending patterns tend to be more personal, and they are more likely to pay for personalized products.
There is no suspense is that Estee Lauder, COACH and other light luxury brand preference groups across the 60 to 90, which is the function of these two brands and price positioning more comprehensive.
Compared to 90 for their own consumption, after 80 although the main force of social purchases, but their diverse social roles, the purchase is more diversified, as the proportion of their spending as high as 90 after so high.
Interestingly, the three major laptop brands Lenovo, Asus, Dell appeared in the 90 after the preferred brand, the demand after 80 does not seem strong, while the 80 after the preferred Gree, Siemens, Music TV, also failed to squeeze Into the Top10 list after 90. After 80 to buy large appliances, 90 after buying the obvious characteristics of the laptop.
With the growth of age, businesses and families began to become the 'winners of life' label, and women's consumption preferences gradually shifted from their own families to the family, turning from the protection of beauty to the freshness of food.
In the post-1970 consumption structure, this trend is even more evident. Food freshness is the category with the highest percentage of female consumption structure in this age group. Consumption in office computers and audio-visual books also dropped significantly.
In a woman's life, the fight against the years, the carving of good flesh should be the eternal theme.Lake children two years later or about the age of 35, is the peak of female fitness.Jingdong big data show that after 70, 80 women to buy fitness equipment dumbbell The highest number is in all age groups, while the number of Beijing women purchasing the above fitness equipment is the highest in the country.
Fitness is to eat more, the higher the qualifications of women, tend to pay more attention to eating big data show that, compared to college women who love beauty, postgraduate qualifications women spend more on food fresh, and high school education for women and junior high school Women with the following qualifications are more inclined to buy clothes.
Japanese management scholar Kenichi Nobuyasu said that after globalization, affordable luxury is the mainstream of future consumption. "No-load, quality" light-luxuryism is becoming a hot topic in the world.
Jingdong women are absolute light-weight practitioners, which is reflected in their preference for luxury brands and single items.Now not only the younger generation of well-known luxury brands such as the United States Coach, MK, luxury brands also began to pay attention Nurturing their own luxury product line, the brand will see this as a tool to attract consumer Cenozoic. For domestic brands, this is a market that should be involved.
City 'her economy' strength PK
First and second tier cities are still the leaders of consumer upgrades and the major target areas for niche brands and product upgrades Some of the explosive products sold in first-tier cities surpass the sum of consumption in other 2345 cities in the country, and most of the luxury goods, Explosive middle class network of red products, occupy the first-tier cities the most critical market.
However, the purchasing power of 'town youth' will not be lost to the first or second line.With the development of urbanization, the consumer groups in the low-tier cities have become an important force in the consumer market.In the category of apparel and jewelry, household products, Low-tier cities even more than a second-tier cities.
Data from various dimensions of the Jingdong Big Data Platform show that the city with the strongest spending power in China's fashion lifestyle is Beijing, and among the women of all ages in Beijing, 80 are leading the consumption.
Take the red product SKII immortal water as an example, the data shows that the number of immortal water bought by Beijing women during November 11, 2016 is 10 times that of Hunan province, of which 80 are mainly women's purchases. In many occupations and regions In Beijing, the amount and sales of white-collar women to buy lipstick also ranked first in the country, more than double the number of female white-collar workers in Shanghai; the cost of high-heeled shoes also exceeded the second place in Shenzhen more than doubled.
However, Shanghai women to purchase the highest unit price of skin care products declare the city's beautiful economic strength.
As a prestigious producer of beauty in the world, Cosmetic Beauty Consumption also tops the area with the highest amount of beauty devices consumed, which is also confirmed by the vast majority of girls in the South - Jingdong Big Data shows that the consumption of women skin care products , The top eight beauty products are high in southern provinces and cities.
As a non-first-tier city, Chengdu women ranked third in terms of both total consumption and unit price of consumer skin care products in the country, second only to Beijing and Shanghai, and ahead of Shenzhen, ranking fifth in the country after consuming luxury goods in the north. Called a woman's "first-line" city.
By contrasting the proportion of women's consumption in total consumption, Guangzhou women have the strongest desire to spend on luxury goods. Although the spending power ranks first in Beijing and Shanghai, women's consumption of luxury goods in Guangzhou accounts for the highest proportion in the country and much higher than that in Shenzhen.
Although Chongqing women's luxury spending power can not be compared to the top three, but the luxury consumption also showed a strong enthusiasm, desire index second only to Guangzhou.
In addition, the other two major cities in the Yangtze River Delta, such as Hangzhou, Nanjing, Hangzhou, which are often used in various occasions, have surpassed Nanjing in sales of luxury goods, skin care products and other types of goods. The sales volume and the number of users are also ahead of Nanjing .
According to the statistics of the National Bureau of Statistics, the female consumer groups aged 15-60 in China account for 33% of the total population and about 480 million people. Among them, 25-45 year-olds who advocate young and fashionable and economically viable women account for 16% of the total population and about 2.9 One hundred million people.
According to big data, women love more than usual and buy and buy between 11 and 11. From 2014 to 2016, the number of women subscribing to JD.com increased by more than four times and the spending increased nearly 5% Times
Guotai Junan data show that at present, the mainland women's economic market size of nearly 2.5 trillion yuan, 2019 is expected to reach 4.5 trillion, is the future consumer industry 'outlet.'