Report on consumption trend of new middle-class people (full version)
When "middle class" becomes a label and everything is called "middle class standard", what does the middle class really want? How can the business model better match the real needs of the middle class? In this paper, five types of typical middle-class people are deeply analyzed in four dimensions, and 10 future consumption trends are predicted. Let’s take a look at the inner world of the middle class.
Part1
The slowly unfolding middle-class spiritual world
Listen to the thoughts and concerns of the contemporary middle class
Only by accurately perceiving the subjective world of the contemporary middle class can we explore the clues left by them in the process of pursuing a better life. In the first part of the report, Joy City Holdings focused on the new four views and new anxiety of the middle class.
New four views of middle class
01. Values
You can have your cake and eat it, both your career and your life. The middle class struggles for career and enjoys life.
02. Concept of development
Always enthusiastic and willing to accept challenges is a self-growth creed that I firmly believe in. On the road to growth, the middle class is used to constantly challenging themselves.
03. Family view
A good man is ambitious in all directions, but only when he has a home can he have poetry and distance. The traditional gender division of labor has been broken, and men have become more family-oriented.
04. Cognitive view
Life is a marathon. Only by constantly finding the right position in comparison can we recognize the gap. The middle class pays attention to hierarchy and is used to determining identity through comparison.
New anxiety of middle class
01. The ambition is hard to pay, and the past is gradually fading.
Young and childless middle class are anxious about self-realization value, but their anxiety gradually decreases with age.
It is very important to fly high, and don’t forget whether you are tired or not.
Middle-class people are increasingly anxious about their health, and the higher their income, the more anxious they are.
03. The front wave is not far from the beach. When will the back wave rush forward?
The development of children has become the primary anxiety of the educated middle class.
Part2
The demand of the flourishing middle class
Discover the circle life characteristics of contemporary middle class
When there is no suspense in the daily life of food and clothing, colorful world and poetic dwelling have become the answers for contemporary middle class to solve the world.
According to the characteristics of consumption distance, structure and crowd, Joy City Holdings broke through the division of middle-class life circle into "the first life circle" and "the second life circle", and found the important conclusion that middle-class people had a very high consumption share in the first life circle but low satisfaction, which inspired the industry with huge market potential hidden in the first life circle.
Complementary happiness-typical characteristics of circle life
The first life circle: mainly refers to returning to the origin of daily life and closely fitting the diverse and high-frequency life demands;
The second life circle: mainly refers to the integration into a wider wonderful world, the pursuit of fashion, and the display of personality.
Circle distance: the first life circle of the middle class is mostly near the residence, with high consumption frequency, while the second life circle is relatively far away, with low consumption frequency.
In terms of consumption quota, the offline wallet consumption share of middle class in the first life circle is as high as 76%, which shows the characteristics of high frequency and low unit price.
Consumption structure: in the first life circle, people spend more on daily necessities such as purchasing, and in the second life circle, they spend more on entertainment.
In terms of circle people, the first life circle mainly serves the small circle where middle-class people are alone, couples get along and family accompany, and the second life circle mainly serves the social circle where middle-class people get together with friends.
Yearning for life-the core appeal of circle life
01. The gap remains, when will the ideal shine into reality?
The middle class expects more and better commercial supply in the first life circle. At present, their satisfaction with the first life circle and willingness to recommend it are lower than those in the second life circle.
02. Life with fireworks is more interesting.
The middle class generally expects the first life circle to be more full of fireworks, providing richer catering formats, children’s formats and higher quality self-improvement formats.
03. When the lights are on, don’t let the charm go nowhere.
Women’s emotional demands are more inclined to social needs, and they hope that the first living area will be in a more prosperous commercial street.
04. Holding your hand, quiet years is the most beautiful romance.
The main consumption demands of married middle class in the first life circle are necessary consumption such as eating and purchasing daily necessities, while unmarried middle class spends more on leisure and pleasure.
05. Time does not "disturb" people, and each has his own happiness.
Young middle-class people spend more on socializing and self-improvement in the first life circle, while mature middle-class people pay more attention to traditional shopping and purchasing.
Part3
Portraits of middle-class people with different styles.
Five typical middle-class descriptions
Our six core indexes innovatively divide the broad masses of middle-class people into five types, and deeply interpret them one by one, providing inspiration for the refined operation of the industry’s customer base:
① Wealth index: the income and assets owned by the middle class.
② Consumption power index: the average monthly consumption amount of middle-class people.
③ Consumer Willingness Index: the proportion of monthly consumption of middle-class people in the monthly income.
④ Social index: Based on the voice frequency of self-media platform and the number of WeChat friends.
⑤ Happiness index: the satisfaction of middle-class people with their work and life.
⑥ Spring Breeze Index: The preference of middle-class people for quality, experience, family and exquisite life.
Hard core quality family
This is a group of middle-class customers with high income and high consumption. They are willing to spend their time on meaningful things, have clear goals and directions for their careers, invest more time in their work, and attach importance to their children’s education investment.
They belong to a new type of "three highs" crowd in society, with both income and consumption reaching the top, and serve as the "bearers" of the company.
They are full of interest in new things and value the service experience when they consume.
They have a strong sense of self-improvement and believe that continuous learning can become advanced players.
Carpe diem
This is a group of middle-class customers whose income is not high, but their quality of life is not degraded. They yearn for a rich life with a house and a car, pay attention to improving their market competitiveness, and shoulder heavy life pressure at the same time.
They advocate "if you drink today, you will get drunk today", but their income is low, but they are never soft on consumption.
They value wealth and power, and at the same time care about their social status.
It is rare for them to have a half-day leisure, and they tend to get pressure release and a moment’s relaxation when spending.
Life zhimeijia
This is a group of middle-class customers who put family first and pursue quality life. They have certain expectations for the realization of wealth and freedom, are positive, pay attention to self-improvement, and attach importance to the cultivation of families and children.
They care about their small families, put "God beast" first, and invest a lot of money for their children.
They are willing to pay for a good mood and look forward to a life full of rituals.
They will not blindly pursue luxury, and brand attitudes and values are the key to consumption decisions.
New social forces
These are a group of social "severe patients", who pursue freedom of wealth and time, have high enthusiasm for work, have clear goals for their future career, and do not set too high requirements for the next generation, but pay more attention to personal life.
They are a Party Queen who combines beauty and talent, mainly young women in love.
They are full of fighting spirit for their careers, and believe that their greatest enemy in life is themselves.
They have a strong desire to share, and the self-media created by "unintentional" may have been well run.
They advocate the supremacy of experience and are willing to pay for the exquisite service and the release of pressure.
Small fortunate doctrine
They are a group of middle-class customers who value small life and pursue stability and happiness. They are content and enjoy leisure. Although there is no clear goal for future career planning, it can evenly distribute the energy and time of family life and personal life.
They are highly satisfied with their personal life and work, and are content and comfortable with life.
Their living conditions are carefree, and they pursue the continuous stability of their lives, which is unique in the society where anxiety is rampant.
They often take "whether they can take beautiful photos" as the key judgment of consumption decision, and of course, they will also calculate the public response after sharing photos in advance.
They are willing to refer to outside opinions when making consumption choices, and they are also keen to try fashionable things.
Part4
The rising trend of middle-class consumption
As the backbone of the demand side with the most transformative kinetic energy, every subtle change in consumption habits of the middle class will deeply influence the trend of consumption upgrading. Joy City Holdings summed up the key consumption trends of the middle class and the main consumption characteristics under the influence of the epidemic, and predicted the direction of the tide in advance.
Middle-class key consumption trend
01. Reason is king, and strength is excellent to impress your heart.
Practical rationality has become the mainstream consumption concept of the middle class, and cost performance is as important as quality.
02. Exquisite simplicity can also live a sense of high class.
The middle class yearns for a refined and simple life.
03. Full of feelings, sometimes afraid of hitting the shirt.
Personality design and classic design are also loved by the middle class.
04. Protect the face value and always give the best side of life.
The consumption price of skin care products of the middle class has a strong consistency, but there are great differences in products such as clothes.
You have to be in good health to ride the wind and waves.
Physical examination and health care products consumption have become the most common self-investment consumption varieties of middle class.
06. Impulse is not hasty, and young people have no regrets.
After 90′ s, the middle class has less advanced consumption behavior, but nearly half of them have impulsive consumption behavior.
Consumption characteristics under the influence of epidemic situation
01. Only by making a far-reaching plan can we keep up with the crisis.
After the epidemic, the concept of middle-class consumption tends to be more open-source and thrifty, and save for a rainy day.
02. Reduce the burden on your wallet and increase your life.
After the epidemic, consumers will reduce the consumption of some non-necessities for a long time.
03. Carefully roll the iron, and all poisons will not invade.
Fitness consumption has become a craze, and physical fitness begins immediately.
04. Full of confidence, the light of domestic products will live up to expectations.
The middle class’s goodwill towards domestic products has increased rapidly.
Source: Joy City Holdings Author: Joy City Holdings
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Original title: "Report on the Consumption Trend of the New Middle Class (Full Edition)"
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