Post-95 shopping habits report with a group size close to 250 million

Recently, the consulting firm Accenture China released a "Global Post-95 Consumer Survey China Insight", which believes that this global phenomenon-level consumer group has its own uniqueness in China. For example, Chinese consumers prefer online shopping and prefer to use social media to shop, which is far above the global average.

From last year's double 11, China's two major e-commerce platform Tmall and Jingdong released data, the proportion of mobile orders exceeds the PC side. Compared with after 80s and 90s, 95s relies more on online shopping, and they use more than a mobile phone, but a computer.

Multi-channel consumption after 95, the proportion of paths

After 95% of consumers, 24% rely on mobile phone shopping, they are heavy social network users, often shopping directly on social media. In addition to the mainstream WeChat, Weibo, QQ space, they will also be consumed in live broadcast and video platforms; the enthusiasm for trying new shopping methods is also high, such as voice ordering, regular purchase, selective ordering, and electrical rental. To this end, Taobao is now rapidly becoming a content platform, including product recommendation articles, online red live broadcasts, beauty video, etc., Jingdong has launched its own intelligent voice audio.

After 95, the taste of consumption is still not good. 34% of 95 will browse at least 4 online or offline outlets when purchasing clothing, and when buying health and beauty products, this percentage will increase to 48%. They will also cancel online shopping orders because the delivery time is ambiguous. Many 95 will calculate the delivery time and hope to receive the product on the day of purchase or even within half a day, and willing to pay extra for this.

Fortunately, it is not unseen to find out which brands they trust. Compared with the millennial generation, after 95, I prefer to go to the brand website and the e-commerce website to leave a comment on the purchased products. Those who like social shopping will also leave a message under the friend Weibo and friends circle. Of course, they also have their own trusted bloggers.

Although the economic strength of consumers after the 95s is not as good as after 80s and 90s, they are easy to impulse shopping. Among the global respondents, the number of people who decided to buy after they wanted to buy something or accidentally saw a favorite product was nearly 60% more than the millennial generation. Although the number after China's 95s is less than 60%, the proportion of buy-and-buy is higher than that of the post-80s and post-90s. With the financial freedom of the post-95s, this may become an important feature of this group. Also refer to their behavior of buying other goods (such as airline tickets, restaurants or hotels), and if they like, they tend to buy them immediately.

Impulse shopping will also bring frequent returns. If the merchant's return policy can't satisfy the post-95s consumers, the consequences may be catastrophic. After nearly 2/3 of 95, it may be lost.

In addition, according to Accenture's research, the proportion of people who prefer to visit physical stores after 95 is also high, accounting for 31%, which is only 10% less than online shopping. In physical stores, they prefer those stores that have been digitally transformed, such as self-service orders and mobile payments. In the past two years, in order to attract young people, the old fast food brands KFC and McDonald's have upgraded their own stores. As a result, Accenture also reminds retailers that the store experience will be an extension of the brand, but retailers need to reinvent the store to create a digital, connected, highly personalized store shopping experience. In addition, retailers should consider improving the ability of sales assistants to further enhance the shopping experience. Faced with the post-95s group, the challenge for retailers is to transform themselves from product sales to creating experiences and telling brand stories in innovative ways.

To put it bluntly, when online product brand information is too much to spend a lot of time to identify, it is better to go to the line to experience it. Under this change in consumption patterns, Internet companies are looking for change because the business model that relies on online traffic has encountered a ceiling in revenue growth. The so-called "new retail" is a fusion of online and offline shopping experience, and also with this consumption habit after 95. For example, a shopping experience that prefers an update can link online and offline; a more personalized logistics distribution system, and so on.

China's post-95 population size is close to 250 million. According to the Witop survey data report of the consulting company, the average monthly expenditure after China's 95th reached 1,314 yuan, close to the per capita monthly disposable income of 2015 (1830 yuan). Retailers targeting new retailers are also trying to capture the young consumer power. After all, by 2020, the generation now known as Generation Z (born between 1995 and 1998) will account for 40% of all consumers.