New consumer insights to grasp the changes in the people and goods market

New consumer label

The change of consumer groups is the core of promoting changes in goods and markets. Today, post-90s and even post-95s have begun to become the core consumer group. In the Internet age, those who win young people win the world, and this principle also applies to the maternal and infant industry-those who win a new generation of young mothers win the world. First of all, we need to think about the difference between the new mothers born in the 90s and 95s and those born in the 80s and 85s. . For people born in the 80s and 85s who have enough food and clothing, the practicability of the product is the most important. The consumption habits of the new generation of mothers can be summarized as follows: Buying products no longer only focus on functionality. It is more important to look good and playful than easy to use, and to please yourself is more important than to please others. Therefore, the "increase volume without price increase" model has been difficult to adapt to the current consumption environment, and diversification and individualization will become the trend of future consumption.

New consumer product label

After talking about "people", let's look at the label of "goods". From the perspective of the Internet, we divide goods into four categories: absolutely durable, relatively durable, relatively fast-moving, and absolutely fast-moving. The first category is absolute durable goods, which are low-frequency products with high customer unit prices. The second category is relatively durable goods that are replaced once a year about half a year. The third category is relatively fast-moving consumer goods, which are not necessarily consumed every day, and can be counted as weekly and monthly active products. The fourth category is absolute fast-moving consumer goods, that is, products that are consumed every day. Undoubtedly, they are just-needed products such as milk powder and diapers. The unit price of daily customers is relatively low, but the frequency of use is very high, which belongs to the high-frequency low-customer unit price category. I personally believe that companies trying to build a market value of 100 billion should first focus on products in the two areas of relatively durable and relatively fast-moving products in new categories. From the perspective of customer unit price and consumption frequency, these two types of products have more opportunities.

New consumer format label

After talking about "people" and "goods", let's talk about "fields" at the end. First of all, we must stand on the consumer's point of view and distinguish whether the product is "e-commerce friendly" or "e-commerce non-friendly". If it is an e-commerce non-friendly product, it means that offline terminals are still important and must have a strong offline experience. The basic judgment of the "field" should actually be considered together with the "goods". For high-frequency and low-customer unit price products, the field must be small enough; for low-frequency and high-customer unit price products, we must bring consumers the ultimate experience, and the venue must be large enough. Maternal and child practitioners should focus on two "improvements", one is the improvement of user experience, and the other is the improvement of corporate efficiency.