The polarized characteristics of the consumer market are becoming more and more obvious: the proportion of "boutique-style" consumption that pursues high quality and high price and the proportion of "volume-selling" consumption that Fax List pursues victory by quantity is increasing, and consumers' consumption behavior shows that they buy more and buy more. The trend of more expensive and more complete purchases. Compared with the past, on the one hand, consumers break the price cognition of categories and products, and good innovative products can bring about an increase in product premiums that were not expected in the past.
On the other hand, consumers are no longer obsessed with buying more or less products, and value enhancement is the point that consumers pay more attention to. These changes in consumption habits and perceptions are actually caused by the Fax List gradual changes in space, time and relationship between consumer goods and retail in China today. The content of this article is excerpted from the report jointly produced by Roland Berger: "New Propositions on Consumption Trends in the Retail Industry in 2022" (full report can be added: zhuangshuai access). In terms of space: Online penetration has deepened, living space has been reduced, and the physical and temporal barriers caused by the epidemic have prompted changes in consumers' psychological needs of "from the inside to the outside" and "from the real to the virtual".
China has entered a stage of development in which the fertility rate is declining and is facing an aging trend. Catalyzed by the epidemic, the penetration of the Internet has deepened rapidly: In June 2020, silver-haired netizens Fax List surpassed the young people under the age of 20 for the first time, and the middle-aged and elderly silver-haired people over 50 accounted for 28% of the total netizens, reaching a scale of 280 million.