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Characteristics of post-80s and post-90s consumer groups
Summary: To do marketing research, we must study the consumption characteristics of post-80s and post-90s, because post-80s and post-90s will become the main consumers in the future 10. We marketers should know how to please this group, or do you still want to mix in the marketing group?

The post-80s and post-90s will be the main consumers in China in the future 10, which is almost the knowledge of all businesses. Many brands, including world-famous brands, are identifying the post-80s and post-90s as their biggest target customers. It is not difficult to find that the consumption concept, consumption ability and consumption desire of the post-80s and post-90s are completely different from their predecessors, and our consumption environment is undergoing profound changes because of them.

However, the post-80s and post-90s groups have their own labels, which are obviously different. After 90, I kept saying that after 80, I was an antique, and after 80, I was still a kid. China, two emerging major fashion consumers, are secretly competing with each other. What has influenced their consumption enthusiasm and what is their monthly consumption structure?

After 80, it became the main force of fashion consumption.

Different from the social definition of the post-80s generation, we mainly point out that the post-80s generation was born in the early 1980s. Most of them have entered their jobs and have independent economic capacity, and they are becoming the main body of fashion consumption in China. At present, they are the most popular and valued new customer groups, and some world-renowned brands are willing to let go of a wider customer base and wave to them instead. Some people jokingly call them "ATM generation", that is, lack of accumulation? Shorten), willing to spend (stinging? Open? Consumption), not making plans (making? No? Plan).

Consumption view? : the standard of paying the bill is like it.

What kind of things can best make the post-80 s "handy" pay the bill? According to a survey, although "what you really need" occupies the first place (2 1.5%), "like" comes next, with 19.5%. The post-80s consumption standard does not necessarily have a clear purpose and practical significance, but is based on subjective preferences.

Advocate that money is hopeless.

Most post-80s people have a strong sense of active consumption and desire for consumption. They can't agree with their parents' attitude of saving their wages in the bank. They firmly believe that "money is not saved, but earned" and advocate that "money is earned for spending". ? In order to save money to spend Christmas in Thailand, they can take on difficult projects without hesitation and stay in the company for a whole month. Consumption is the driving force for it to make money, which is also my consumption view.

Consumption is unplanned.

Unplanned is another major feature of post-80s consumption. I thought about bookkeeping and finally gave up; Always feel short of money; It seems that nothing has been done and the account is empty; These are the normal lives of the post-80s generation.

Consumer behavior likes to shop.

Consumers who tend to be individualistic after 1980s. They are afraid to use the same things and wear the same clothes as the people around them. Everyone should have their own unique clothing orientation. In their wardrobes, there are often not only brand-name bags that they have saved for several months, but also many cheap treasures that they have found in small shops. Everyone has their favorite clothing store, and the owner of the clothing store will send short messages regularly to inform them that there are new goods. In short, famous brands are not the first choice, and cheap ones will not be tempted.

Drink a brand of drinks for a long time.

Pepsi-Cola, Biyou yogurt, afternoon tea, anything. Choose one and drink it until I think of you when I see this drink. This is the post-80s generation. They either like everything very much or hate everything. There is no centrist. It is the generation with the highest brand loyalty.

Use this month's money to pay off last month's debts.

After 80, I like to swipe my card, and often there are more cards in my wallet than money. More than 80% people have applied for credit cards, and they often overdraw. Often, I just got paid, and I have to spend half of my money to pay it back last month.

Keen on online shopping

For the post-80s generation, everything from underwear, socks and clothes to computers and furniture can be bought online. In addition, they go to 24-hour convenience stores more often than supermarkets. They are willing to accept convenient, fast, anytime and anywhere service.

Often scold IKEA, often go to IKEA.

IKEA has many reasons to make us unhappy, but the colorful and grotesque things there always win the hearts of the post-80s generation.

Be keen on studying constellations

After 80, I am keen on studying constellations. As long as I have a birthday, I can tell my personality and fortune, and I am convinced of this. Everything can be associated with your horoscope, including what color car to buy and the color that suits your clothes.

Accustomed to "rubbing" parents

Parents sponsor when there is no money; At the end of the month, when my pockets were empty, I went to my parents' house for dinner. Looking at the house and the car, parents will be willing to spend years of savings to support the down payment. At present, the "four plus two" family model has made the post-80s generation develop the consumption habit of rubbing their parents, and family support has also boosted their consumption confidence.

Buy beautiful packaging

The outer packaging of goods is likely to be an important factor in deciding whether to buy after 80. For example, cosmetics and perfumes must be beautiful, modern and fashionable in packaging to attract them.

After 90, it became a new force of consumption.

After 90? A generation growing up under famous brands.

"Post-80s" has not yet gained a firm foothold, and "Post-90s" is eager to emerge with the help of the power of commercial chemistry. Xie Youshun, a literary critic, commented that although these children born in the 1990s have not really stepped onto the social stage, they are still in the stage of being cared for and educated, but this generation of children are generally precocious because of the influence of the whole changing society, and they are willing to become the darling of the consumer society and the era of science and technology from the beginning.

Consumption view? I have a sense of famous brand since I was a child.

Although they still wear school uniforms for most of the post-90s generation, the reporter found that, except for some families with poor economic ability, they are more or less accompanied by famous brands. For example, Nike, Adidas, Puma and Reebok are all well-known brands. They are a generation with brand awareness since childhood.

Aichi foreign fast food

McDonald's, KFC, Pizza Hut and other foreign fast food are their favorites, and the drinks are either Coke or Sprite. They are a generation deeply influenced by foreign culture, whether it is eating habits or other aspects.

Flaunt yourself? Keep up with fashion trends

The post-90s generation cares more about their feelings, the degree of self-realization and the degree of attention than any other generation. They often talk wildly in front of people and like to wear different kinds of clothes to make public. The purpose is to tell people: this is me and I am here! So their generation "knows" too much and can't keep up with the trend of the times. Clothes should be Adidas, MP4 should be IPOD, mobile phones should be fully functional and fashionable, and computers should be updated from time to time. Fashion is capital.

Consumption forecast? Will become the main force of IT consumption in China.

IDC, a market research organization, recently released the survey results of home PCs in 2007: the age structure of PC consumers in China is mainly between 18 and 35 years old, among which 18 to 23 years old students account for the largest proportion. They predict that the post-90s generation will bring about 400,000 PC sales every year, and they will also be important consumers of other IT consumer products such as MP3 and mobile phones.

The New Favorite of Cosmetics Market

With the "post-90 s" generation spending on makeup, beauty and dressing up increasing year by year, the post-90 s spending on "face" will continue to rise. Therefore, in order to cater to the market, cosmetics manufacturers are studying hard. Generally speaking, in terms of consumption habits, the post-90s want to be able to buy all products in one stop. The appearance of products should be pleasing to the eye and lovely, and the brand appeal should be maintained by continuous freshness.

PK station

Post-80s: "They are still children"

In the eyes of many "post-80s", "post-90s" are still teenagers, so some people disdain: "I don't care about comparing with post-90s. I wonder if they will surpass us. But I'm sure they will die later than us. " Some people will remember their youth: "I envy their youth." Looking at them, I will also think of myself who was young and immature. "More people don't care:" Two generations, there is no comparability. "

Post-90s: "Post-80s are already old"

In the eyes of "post-90s", "post-80s" are their closest brothers and sisters, and they themselves are the waves behind the Yangtze River: "After 80s, they get married and have children, and they are already old"; "The post-80s generation is a rebellious past tense, and we are rebellious now. Who is not rebellious when he is young? But it depends on who rebelled with more personality and opinions. "

Entrepreneurial Tutor of Maker Alliance: Chen Zhenyu. Entrepreneurial project recommendation:/h-col-110.html.