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关于“消费”的报告

本报告研究涉及企业/品牌/案例:盒马鲜生,杭州华集,碧桂园千玺机器人餐厅;其他提及企业/品牌:滴露,舒肤佳,威露士,蓝月亮,花王,隆力奇,狮王,妈妈壹选,圣瑞奇,健之素

iiMedia Research(艾媒咨询)数据显示,新冠疫情对中国网民消费产生了较大的负面影响。仅在春节期间,中国零售与餐饮就预计将损失超10000亿元,旅游收入损失将超5000亿元,电影票房损失将超70亿元。iiMedia Research(艾媒咨询)数据显示,67.4%的受访者认为疫情对个人消费行为、观念、偏好等有所影响。适度消费、理性消费是疫情期间主流消费观念,七成网民增强对医疗卫生用品消费偏好。由于海外疫情影响,五成以上中国网民消费者表示出对国货品牌的消费偏好,疫情为国货品牌抢占市场提供了契机。

As the data of iiMedia Research showed, the novel coronavirus epidemic has a greater negative impact on the consumption of Chinese netizens.During the Spring Festival, China ’s retail and catering are predicted to lose more than RMB 1 trillion, tourism losses will exceed RMB 500 billion, and movie industry losses will exceed RMB 7 billion. As the data of iiMedia Research showed, 67.4% of Chinese netizens believe that the epidemic has an impact on their personal consumption behaviors, perceptions, and preferences. Moderate and rational consumption became the mainstream consumption concepts during the epidemic, 70% of netizens have increased their preference for medical and health products. Due to the impact of the overseas epidemic, more than 50% of Chinese netizens have expressed their preference for domestic product brands. The epidemic provides an opportunity for domestic product brands to seize the market.

本报告研究涉及企业/品牌/案例:日食记,艾格吃饱了,阿玛尼,王者荣耀,抖音,小红书,微博,完美日记,三顿半咖啡

预计2020中国春节黄金周消费规模将超11000亿元,春节成中国最大消费场景。新春消费群体开始更替,商家须加强品牌创新迎合新消费群体的变化。在消费升级的背景下,商品质量以及产品健康是消费者最关注的因素,2020新春消费将迎来品质消费。
iiMedia Research(艾媒咨询)数据显示,预计2020中国春节黄金周消费规模将继续保持稳定增长,达到11034亿元 ,新春成为中国最大的消费场景。随着新春消费的中坚力量转移至90后群体,各品牌商家须重视产品和销售模式的创新,及时迎合消费人群更替的变化。iiMedia Research(艾媒咨询)数据显示,55.7%的受访网民表示在新春消费时注重商品质量,食品类年货选择注重健康的受访网民达到60.7%。在消费升级的背景下,价格不再是消费者关注的首要因素,而是回归到商品的质量。同时,随着养生意识的提升,消费者对健康型的食品需求提高,2020年将迎来品质新春。

As the data of iiMedia Research showed, the consumption scale of Chinese Spring Festival golden week is expected to grow steadily, reaching 1103.4 billion yuan in 2020 and the Spring Festival will become China's largest consumer scene. As the backbone of the Chinese New Year's consumption shifts to the 90s group, brands should pay attention to product and sales model innovations in order to timely cater to changes in consumer groups. As the data of iiMedia Research showed, 55.7% of the Internet respondents pay attention to the quality of goods when they consume in the Spring Festival, while 60.7% of them pay attention to the health of food products. In the context of consumption upgrades, price is no longer the primary factor that consumers pay attention to, but returns to the quality factor. Meanwhile, with the improvement of health consciousness, consumers' demand for healthy foods will increase. Thus, a quality new year will be ushered in 2020.
(以下为节选页,完整版共33 页)

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