2020, Understand These 5 Trends: Single Economic Growth And Economic Potential.

In the past year, we have done a correlation analysis of single economy, grass farming economy, lazy economy, night economy and other economy. We believe that these 5 trends may have a lasting and profound impact on the market in 2020.

Next, let's look at the changes in these 5 trends.

　　 1, single economy

Retail business reviews have examined some consumer habits and trends about single groups and found some interesting data.

China has a single group of over 200 million people, and mobile phones are "partners". Most of the monthly income of single group is mainly between 6K-10K. Nearly half of the singles are concentrated at the age of 20-29. Single people have a high marginal propensity to consume. The scale of the consumer market is expected to reach more than 13 trillion yuan.

White collar marriage is highly unmarried and single, and the proportion of single women is 38.59%. This group of people directly led to the rise of "one person consumption".

The big cake of one person's consumption market may focus on several aspects. They are games, pets, tours, one person food, mini household appliances (microwave ovens, rice cookers, washing machines), entertainment consumption (restaurants and mini cinema, mini KTV). Of course, membership fitness, book bar and so on have become popular.

Games: not only pass the time, but also socialize. Most single groups have more "personal time". Most of the time that TA passes away is games, and games are an important way to resolve loneliness.

Pet market accounted for more than half of single people. We found that single people like to keep pets in emotional sustenance. In the pet economy, more than half of singles accounted for 51.6%.

Single travel female Lone Ranger is more and more. Another area is the lone ranger. Especially female lone ranger. A person's travels are multiplying now.

One person eat + one person, a person's life also need to have a sense of ritual. The number of single tenants in rental groups is over 70%. Hundreds of millions of single armies and large single tenants have also made "single household appliances" a "blue ocean". Mini electric rice cooker, a kettle with only one cup of water at a time, a small washing machine with a capacity of only 2.5 kilograms, refrigerators, ovens, microwave ovens, and even hot pot and snacks.

Entertainment consumption, mini cinema, KTV, light bar rise. On the choice of entertainment places, single groups tend to be somewhat relieved. The cinema ranked first in a certain advantage, followed by the coffee shop and KTV.

At present, China has entered the third consumption era. Single consumption and the current networked chain effect form a huge "one person economy", bringing new business opportunities. For businesses, it may be the opportunity to overtake corners.

　　 2, grass planting economy

Talk about planting grass economy. The scale of this 100 billion scale market has just started to break out.

Retail business reviews have seen a data that more than 70% of China's 95 consumers prefer to buy goods directly through social media. You know, in the world, the average level is only 44%. It can be seen that the economic potential of grass planting in China is huge.

The post 95 fashion consumption report shows that, no matter in terms of consumer preferences, regional purchasing power or consumption concept, 95 of them show a different side, especially the demand for social value, so that after 95, it has grown into a "grass planting leader".

The "95 after" is also known as the "grass generation."

The typical feature of TA is that they like to read a lot of content and posts on the social platform such as jitter, fast hand, little red book, B station, micro-blog, know and so on. These have become their social currencies. It can be said to be an indispensable part of life.

So, what is directly brought about is that all kinds of experience of sun drying and sharing of good things become the love of TA. TA also has a name called Z generation.

We have several key points in mind.

1, strength grass, advocate individuality, refuse to follow suit.

2, my circle, I am KOL.

3, consumer behavior is "social currency".

4, buy resonance, attract the same.

Net red is definitely the most important part of the whole chain of consumers - products - net red. Why do I say this? Because most consumers rush to pay for net red. Changing people is almost useless.

Micro-blog has statistics, 76.6% of the "95/00" will "grass" net red recommended products, of which 18.8% of the trusted bloggers recommend, will choose to buy directly; 73.7% of the "after 90" will "grass" net red recommended products, including 18.9% of the trusted bloggers will recommend direct purchase.

The word "grass" may be accompanied by the next 5 years of commercial development in -10. Especially with the rise of consumption after 95 and 00, the market scale of grass planting economy will be bigger and bigger. For both the dry entity and the electricity supplier, this force can not be ignored. In particular, similar to diary, short video, many unknown individuals can get millions or even tens of millions of exposure. So there is still much room for imagination.

　　 3, lazy economy

If we say that we are getting lazy now, it is better to say that the times make us lazier and lazier. Today, the lazy economy is beginning to break out.

How big is the cake of lazy spending? We should know a couple of data.

The number of take out customers has exceeded 400 million. The catering service is increasing rapidly. A self heating chafing dish, the market size has exceeded 6 billion. China has eaten nearly 4 of the world's instant noodles. Each person eats 27 packets of instant noodles a year. Half of China's Internet users use instant distribution, with 355 million users.

The "lazy economy" user MAU is 135 million, and the "home economics" user MAU is 834 million. In 2018, China spent 16 billion yuan on laziness. The demand for slacker artifact is skyrocketing. Housekeeping 020 service user scale has exceeded 10 million.

Most of the contributions from this group are "lazy people". According to our comprehensive data, the majority of people aged 18-30 years old accounted for nearly 70%, with a similar proportion of men and women. TA has occupied most of the consumer market.

So where did these people spend their laziness? Playing games, watching anime / fiction, live broadcast, short video and so on have become the love of TA.

What are the main aspects of consumption?

The core of future lazy economy is mainly in 2 aspects: one is home service, the other is lazy product.

We summed up home services such as takeaway, fresh, snacks, home appliances, household appliances, maintenance, moving, cleaning and so on. There are many other services such as purchasing, delivering medicine, taking express mail, beauty service, hairdressing, massage and so on. Apart from these great formats, there are lazy products.

If we are more careful, we will mainly talk about the four categories that we are optimistic about at the moment: takeaway, vegetable market, housekeeping, lazy man artifact.

According to the current development trend, not only the younger generation of Z generation, more than 30 of the lazy group is also expanding rapidly. We can make a bold prediction that the current commercial convenience will lead to the development of over 800 million people toward lazy people.

Lazy people's big economic incremental market comes from instant consumption. This is very much related to category. For example, instant consumption of takeaway, vegetable market, salt and vinegar, leisure retail. Behind this, we think the last 3 kilometers of competition.

Today's laziness is no longer a derogatory term, but a label of the new era. The market environment is driving the transformation of the overall business model. In fact, it is not that we become lazy, but that the times make us lazy.

　　 4, night economy

At home, there are such a group of young people, TA enjoying the pleasure of night consumption. Night snack, entertainment, mobile shopping... TA led the rise of the whole "night economy".

The night economy mainly refers to the modern urban consumption economy, which takes leisure, tourism, shopping, fitness, culture and catering as the main form between 6 points in the evening and 6 o'clock in the morning. Now many first tier cities have put forward the concept of "24 hours and whole economy".

Let's look at some data first.

The daily activity of shaking is over 320 million, and the peak period is between 8 and 11 in the evening.

The Alibaba's "night economics" report shows that Taobao's online shopping accounts for over 36% of the total consumption of the day.

The night economy of a second tier city rises in an all-round way. In the first half of 2019, the US group accounted for 35.7% of the total consumption during the night.

60% of the city's consumption occurs at night, and the sales volume of large shopping malls from 18 to 22 a day is 50% higher than that of whole day sales.

At the age of 20-29 is the core consumer of night consumption.

Generally speaking, the fundamental of night economy is still related to rest time. Young people are naturally the main consumers. In many formats, it is still a big business to shop and shop at the traditional line.

But we notice that there are several formats and have very strong potential. They are takeout snack, electricity shopping, online entertainment, games, and 24 hours of convenient service.

For the night economy, if we look at the consumption scenario, it is still the main force to arrive at the store.

In addition to the judgement of the general direction, this is also an opportunity point for the personalized consumer goods at night. For example, the crayfish market, crayfish, and the snack food necessary.

Anyway, spending more and more nights has become the mainstream.

　　 5, his economy

As you may not know, Chinese men began to "change" quietly. "His economy" directly led to two core Keywords: 1 love beauty and 1 love tides.

In 2019, China's male makeup market grew at a speed of two times the global average (13.5% versus 5.8%).

In 2018, the growth rate of men's special brands reached 56% year-on-year, and cosmetics companies specifically developed men's special facial skincare for male consumers.

In the little red book, we saw that boys began to make up and have a lot of skin care. Now, men's skin care notes have been as high as 200 thousand.

Besides love beauty, men are more in love. Shoes that are very hot before that.

Taobao data show that in 2018, the search volume of "tide card" as the key word exceeded three hundred million, and the hip-hop wind with Freestyle continued to fire at full speed and became a tide overlord at a speed of over 4 times.

Men love Chao just broke out in China. And this force is not just a consumer trend, but also a higher consumer price. This trillions of markets have greater potential.

"His economy" directly led to two core Keywords: 1 love beauty and 1 love tides. And the industry chain behind it is very long. But to win the purchase of "he", we should also consider the current environment of new consumption. For example, social consumption, grass consumption, retailers and brands must grasp the consumption characteristics of 85 and 90, so as to win the market.

The above 5 trends may have a lasting and profound impact on the market in 2020. What's your opinion?