The ＂2022 Young People’s Domestic Consumption Trend Report＂ was released, and the post-95 s are more inclined to ＂pay for love＂

Recently, according to the "2022 Young People’s Domestic Consumption Trend Report", young consumers have bought more domestic goods than before this year. Among brands that have formed a certain sales scale, the proportion of domestic users after 1995 increased by 11% year-on-year, and the overall ratio of users who bought domestic goods to imported goods was 1.7, which was 1.3 in the same period of 2021. The top three domestic goods that young consumers love to buy are kitchen utensils, fresh food and household appliances, while the top three imported goods that they love to buy are personal care, beauty and skin care, toys and musical instruments.

Why do young people become more patriotic

China brand is constantly improving product quality through innovative research and development, and embracing the younger generation of consumers.
According to the report, China brand has launched more fashionable products that are in line with young people’s aesthetics. In the era of paying attention to the ratio of beauty to price, practicality can no longer meet the needs of young consumers, who are more inclined to choose products that can improve their happiness.

For example, in the category of kitchenware and small kitchen appliances with a high preference for domestic products, young consumers will choose to exchange their cooking experience in their own kitchens through videos or words, which also makes various high-value trends of online celebrity kitchen products become popular, such as the octagonal non-stick pan made in online celebrity, the air fryer with "one pot can do everything", the stewing beaker with heat preservation and fresh keeping, and the kitchen storage utensils with lovely patterns, all of which bear the innovative marks of China brand products.

China brand also pays more attention to young people’s application scenarios and experience. The report shows that the consumption of domestic products formed by traditional festivals and cultures is becoming increasingly popular, which is mainly reflected in the consumption of food. In addition to the traditional classic tastes, major food companies are constantly developing new products and new combinations in terms of packaging and taste, attracting the attention of more young consumers. At the same time, in the use experience, young consumers show a change in their expectations of domestic products through commodity evaluation keywords. They no longer only pay attention to "affordable" and "big brand replacement", but pay more attention to "product quality" and "whether family/friends like it".
In the surge of "national tide", time-honored products are constantly innovating and attracting young consumers. The survey shows that 75% of young people are interested in the innovation of time-honored brands, and the consumption trend also proves this point. After 1995 in 2021, the amount of time-honored goods purchased increased by 315% year-on-year. During the "618" promotion period in JD.COM, the sales of white rabbit toffee only accounted for 20% after 1995, but in the sales of white rabbit perfume and shower gel, the sales of white rabbit after 1995 accounted for 46% and 41% respectively. Among the Ejiao sold by Tongrentang, the purchase amount after 95 accounts for only 4%, but the mask of Tongrentang accounts for 23% after 95. It is not difficult to see that relying on the cognitive advantages of time-honored brands in culture and brand, coupled with products, functions, designs and marketing methods that resonate with young consumers, the probability of success in breaking the circle will be very high.

The new generation advocates "paying for love"

CCTV’s consumption survey shows that the younger generation of China born in the Millennium has gradually become the dominant force in China’s economy, culture and consumption. They have strong social needs and extremely high aesthetic requirements; They are keen on consumption, but they are not consumption-oriented; They advocate ideas, and quality content is more culturally confident.
From the point of view of shopping demand, contemporary young people return to rationality in the consumption of brands and products, no longer blindly follow the big names, and no longer follow the crowd to buy explosions, but choose products according to their own preferences, and they have also become a group of "paying for love". Under this trend, a large number of new brands or products have emerged, such as foods and beverages with reduced fat and sugar, household appliances with high-tech applications, and beauty and skin care products that highlight ingredient effects. To some extent, young people are reshaping business brands and business culture.

From the perspective of typical categories, since January this year, the post-1995 generation prefer domestic products in the selection of kitchen utensils, fresh food, household appliances and other categories, and even the proportion of domestic products in coffee sets, audio-visual entertainment equipment and other categories has gradually increased.

According to the report, water utensils, wine utensils, kitchen accessories and tableware are the top three sub-categories in the category of kitchen utensils, and the number of domestic users in these categories accounts for more than 60%, 80% and 90% respectively. The sub-categories with faster growth of domestic users are coffee utensils, cooking pots and tableware, with year-on-year growth rates of 181%, 140% and 84% respectively.

Among the fresh food categories, fruits, pastry baking and dairy cold drinks are the top three sub-categories in terms of the number of shopping users after 1995, and domestic products account for more than 90%, 80% and 70% respectively. Instant cooked food, pastry baking and vegetables are the sub-categories with rapid growth in the number of domestic products, with year-on-year increases of 257%, 72% and 50% respectively.

In addition, among sports goods, puffed food, beverages, convenience food, sports nutrition, women’s clothing, drinking water, paper wipes, vegetarian preserved meat and other categories, consumers after 1995 are also very concerned about domestic products.

"Small Town Youth" should pay attention to the consumption of domestic products.

There is more sense of identity with domestic products, and young consumers are also pursuing high-quality and cost-effective consumption in the face of China brands, which also inspires enterprises to constantly establish their own sense of quality when developing and promoting products, and continuously improve their word of mouth in order to win the favor of more young consumers. On the whole, among the young consumers in the sinking market, both big brands and small and medium-sized brands will usher in more development opportunities.
According to the report, Shanxi, Gansu, Hebei, Guangxi and Guizhou are the top five provinces in terms of the ratio of the number of users who buy domestic goods to imported goods, with the ratios ranging from 1.8 to 1.9. At the same time, the top five cities in terms of the growth rate of users purchasing domestic products are Lishui, Zhejiang, Jixi, Heilongjiang, Xuzhou, Jiangsu, Luohe, Henan and Quanzhou, Fujian.

According to the report, under the epidemic situation, China brand plays an important role in ensuring supply and cultivates the domestic consumption habits of young people. With the open market and the recovery of international supply chain, consumers’ shopping choices are still diverse. From the data point of view, in the categories of beauty and skin care, personal care, toys and musical instruments, young people have a higher preference for imported brand goods, while in the categories of kitchen utensils, fresh food and household appliances, young people have a higher preference for China brand goods. Geographically, compared with imported brands, young people who love domestic products are more concentrated in "non-first-tier cities", especially those in the sinking market have a higher preference for domestic products. When developing and promoting new products, major China brand enterprises can focus on the shopping needs of "young people in small towns".