"New Middle School" has the characteristics of youth, high education level, annual income of more than 100,000 yuan, and pursuit of quality life. After 80 and 90, it will gradually become the main force. The new middle class with these characteristics has developed “quality consumption†into a mainstream consumption concept, affecting all walks of life.
Recently, the Marg Quality Life Research Institute and the chief researcher and professor of the Lifestyle Research Institute of Jinan University, Ye Maolin released the "China's first-tier cities middle-class home lifestyle trends report" shows that the rise of the new middle-class will be from personality, health, brand, channel Waiting for multiple dimensions, set off a new home consumption trend, and forced the home industry to start a new round of transformation and upgrading.
Personalized consumption tailored
With the rise of the new middle class, consumers are more self-aware and more focused on their own ideas. The psychology of consumerism has changed from “contradictory consumption†to “personal consumptionâ€, especially in the post-80s and post-90s consumers. In the consumption process, self-consumption demand and consumption preferences are very clear, and they like to buy products that suit their own, instead of A product that is popular among the general public. With the advancement of intelligence, information technology and consumer income, mass customization has become possible, and the rise of the new middle-class has begun to re-purchase customized products and services. In a customized consumption model, consumers can enjoy services tailored to their homes, family members, and personal preferences.
Pay attention to environmental protection and safety
In Maslow's hierarchy of needs theory, the need for security is the first pursuit of people's physiological needs. Consumers' pursuit of security is the most basic and urgent pursuit. The quality of the home environment directly affects the physical and mental health of consumers. With the rise of the new middle class, consumers are paying more attention to environmental issues when purchasing home products and decorating raw materials.
Pay more attention to the brand than the price
For the new middle class, the brand factor is one of the main considerations for consumers in the new era. The price is also within the consumer considerations, but it is not the main concern.
Pursuit of one-stop convenient consumption
Consumers often need to consider many complicated problems in the process of home decoration, such as furniture, home appliances, sanitary ware, kitchen, flooring, etc. In the past, consumers mainly chose decoration companies to solve the corresponding problems. But with the rise of the new middle class, one-stop consumption will become more mainstream. Because it can provide one-stop service mode of design, product, installation and maintenance, it is more in line with the psychology of the new middle-class pursuit of convenient and efficient consumption.
Relying on Internet consumption
New Media relies heavily on mobile phones and computers to access information and relies on Internet search. In recent years, the development of major Internet sales platforms has also subverted the traditional marketing model. For the new middle class, especially after 80s and 90s, the proportion of online shopping is far greater than that of physical stores, and it is highly dependent on the Internet when it is consumed. However, due to the particularity of the home decoration industry, it is difficult for consumers to rely solely on the Internet for consumption. Therefore, the combination of online drainage and offline experience will become the mainstream consumption model of the home industry in the future.
The consumption trend of the new middle-class consumer groups has led the home industry to develop in the direction of personalized customization, environmental protection, brand building, one-stop consumption, online and offline integration, and formed a new consumption trend, requiring enterprises to actively innovate consumption patterns and ignite Consumer enthusiasm.
Conclusion:
The development of the industry always advances towards a perfect system standard and a reasonable model. In the past, the consumption concept of seeking only low prices and not seeking quality was gradually eliminated in the development of society, and the view of quality, safety and experience was occupied. With the upper hand, companies have to step up their transformation and keep up with the trend of the times.
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