What do middle-class consumers in this era want?

If someone asks your current consumer what the biggest change is compared to before, answer it in 1 minute, I believe that the first word that many people have come up with is either “social” or “net red”. After all, these two concepts appear to be too many times in our information flow every day. It can also be seen from the Baidu Index that before 2015, it was “social”, and the hot word from 2015 to now became “net red”.

But to understand why consumers are making a certain consumer decision, it is not enough here. Because we can’t explain a lot of phenomena, for example: we will find that people who frequently send friends and microblogs are actually fixed, which means that 80% of the contacts in our mobile phone like to “just don’t send”, this part People will also consume and upgrade, so what are their motivations for consumption? Although many people now brush the sound, Xiaohongshu, with KOL grass, but this does not mean everyone. There are still a lot of young people who don’t brush the Internet App, but shop according to their own tastes and needs, but this does not affect them to buy better. What is their motivation for consumption?

Although the number of Internet users in our country has exceeded 800 million, the Internet or mobile Internet does not seem to fully explain the changes of middle-class consumers.

Putting aside some popular Internet concepts and turning our eyes back to the real market and economy, there are many near-contradictory polarizations happening: our people consume the most luxury goods in the world, and they are fighting for the most. The bargains; the North-Guangzhou-Shenzhen network red store team is uninterrupted, but Starbucks’ performance in the third- and fourth-tier cities is far less than expected; a young man with a monthly salary of two or three thousand, eating three months in order to buy an Apple mobile phone.

Behind so many different consumer logics, are there some underlying requirements that are valued by today’s consumers, but not obvious in the past? To conclude, I think the biggest change for consumers is to please themselves from consumption in order to achieve the goal and to consume in different situations.

If we think about it, when we want to buy something in our daily life, as long as we are known by the people of the previous life, there will always be the following dialogue:

“Dad, I bought a face wash on Taobao.” “What is the use of that stuff?”

“Mom, buy a sweeping robot.” “Can I sweep it myself? What can it help me? Don’t waste money.”

“Dad, I bought a bag of 6,000 yuan. Are you reimbursed?” “Why do you have to use such a expensive one?” “You know, I usually want to see customers, and I have to respect others when I have to show up.”

From these conversations, we can see a common point, that is, the previous people’s consumption is to achieve a certain purpose, so to communicate with them to do marketing, the function orientation is more convincing. Conversely, high-end products that are difficult to differentiate significantly in function, the mass market acceptance is not as high as it is now. For example, the difference between a Dyson hair dryer of more than 3,000 yuan and a Philips hair dryer of less than 200 yuan is that the wind is bigger and more uniform, and does not hurt the hair. But these two models can all meet the function of hair dryer, and the purpose of positioning in the hearts of mass consumers is to “dry the hair.” Since I can achieve the same goal, why should I buy a product with a price difference of more than ten times?

This is the past consumption logic, the purpose of purchase is strong, and the psychological account has a great influence on the consumption decision. Their heart is “For XX, I will not spend more than XX yuan.”

So how do you understand that today’s consumers please themselves in different scenarios? Below I will be difficult to accept based on a few past consumption views, but now it is a very common phenomenon to help you understand what the current consumer demand is.

Paid “redemption” fragment time
If time goes back 20 years ago, if the consumers at that time have to pay a small sum of money every month, they can avoid advertising when watching TV, and they will not have too much market–“Look at an advertisement, no big deal.” “After all, this money can manage a day’s meal.”

Therefore, it is also saving 90 seconds of watching advertisements in the program. In the past, it may not be meaningful. After all, watching TV is basically the only way to entertain. Watching advertisements is also part of watching TV. But now, in 90 seconds, we can complete the reply to WeChat, brush the circle of friends, watch Weibo hot search, watch a few small videos, and even place the next order for the hotel to travel next week.

Therefore, saving time for consumers becomes a business. In fact, even in the physical entertainment industry, there are such opportunities. For example, in a large amusement park, queuing is an experience that every visitor will not enjoy, and the fast pass allows paying visitors to avoid the hassle of queuing and make the play experience more fulfilling. We can see that as people have more ways to take advantage of fragmentation time, this growth in consumption trends can be seen in both work and family life.

Paid against delay
I don’t know when we have a lot of these things in our circle of friends: we have to keep words every day, we have insisted on XX days; we have been learning English with our children, we have insisted on XX days; we are running XX kilometers today, XX days are uninterrupted .

I chatted with friends who shared the content and learned that they participated in some communities. These communities will have a gambling agreement with them and pay a membership fee. If you insist on punching and sharing your friends’ circles every day, you will have cash back after a while. Of course, if you interrupt it, you can’t enjoy cashback.

So what value does this kind of business provide for consumers to “please themselves” and let them pay for it willingly?

To understand this value, let us first briefly summarize the usual behaviors that require such paid supervision—fitness, exercise, language learning, reading, educating children, diet control, getting up early, quitting sugar, quitting smoking, etc. These activities are all types of delayed satisfaction, that is, we give up instant gratification for the longer-term benefit, such as giving up today’s snacks for weight loss after half a year.

The behavior of “delayed satisfaction” has these characteristics: there will be no short-term effects and long-term persistence; it seems that there is not much difference between today or tomorrow; it will bring long-term happiness. However, physiologically speaking, delayed satisfaction is an abnormal behavior. Because human genes determine that we are hungry to eat, sleepy can not afford bed, this is a physiological need. This is why these activities are difficult to maintain and easy to delay. Our business is to help consumers overcome delays, adhere to long-term positive behavior, and achieve delayed satisfaction. What can I do specifically?

1. Provide a start opportunity

The first step in overcoming procrastination is to identify a point in time when the action begins. Many times when we really make up our minds to stick to a good habit, we need some opportunities: special moments, such as a new year, birthday, work on the first day, etc.; special events, such as making friends with the opposite sex, applying for the exam, etc. What we can do is to enable consumers to have a clear start by signing up, forwarding through friends.

2. Provide a sense of ritual and strengthen commitment

We are born with a logic of action that maintains consistency. Specifically, it is “the mouth is said, the brain is honest.” For example, these two scenarios: you want to go out to play without doing homework, sneak out; you want to go out to play without doing homework, tell your mother to go to the library, and then go out to play.

Which situation will make you feel more guilty? Obviously the second, because your behavior is inconsistent with the previous commitment. In the first case, although you also violated the rules, but because there is no promise in front of it, the sense of guilt is greatly reduced.

So for consumers, what we can do is provide a ceremonial beginning for their delayed behavior, such as paying a small sum of money, sending special content on social networks, or even doing some special behaviors (such as quitting a cigarette) Throw away the video of the lighter, etc.).

3. Provide immediate feedback

One of the characteristics of delayed satisfaction is that it is difficult to see short-term effects, and this often becomes an excuse for us to give up. For example, if I want to control my diet and lose weight, if I persist for a week and still can’t see any effect, then I will probably tell myself that “this may not be the best way. I will see if there are other more effective ones.” Then give up.

This is why many times we would rather believe in short-term feedback for the same benefits. For example, in order to get rid of the moisture in the body, improving through the diet is a long-term and sustainable method. And more people will choose cupping, because every time the cupping is finished, let us feel that the moisture has been sucked out. This is a kind of short-term feedback.

Not only is revenue, but for long-term losses, we are also more sensitive to short-term feedback. For example, like eating betel nuts, we all know that long-term consumption can cause damage to oral health. However, it is not effective to emphasize that it will cause oral cancer after eating betel nut for more than ten years, because long-term feedback is difficult to change short-term behavior. On the contrary, if there are some shots telling the public that the teeth are ugly after eating betel nut for a period of time, they will be rejected by the partner, so short-term feedback will be more effective.

So what we can provide to consumers is short-term feedback on long-term behavior, perhaps positive, such as points, or negative, such as losing money, losing face in a circle of friends, and breaking consecutive days.

Paid control
I don’t know if you have thought about it. Nowadays, many people are tens of thousands of yuan. Watching a movie that costs hundreds of millions of dollars will require various discounts. When watching the live broadcast of the network red with much lower production cost, I am willing to reward dozens of yuan and hundreds of yuan.

The same is for content payment, what makes the two different consumer behavior? Fundamentally, in this era of increasingly developed information, it is very difficult to change public events with our will. In other words, it is very difficult for us to release our control now.

So the difference is – enter the movie, even if we gave a wallet to the entire auditorium, the movie will not be changed because of this. On the other hand, if we spend a few tens of dollars or hundreds of dollars, we can let a net red, which is being watched by tens of thousands of people, say “thank you for the gift of XX” in front of everyone. On the other hand, you used dozens of blocks to control a net red for a few seconds.

Helping consumers release their desire to control and show that control is always the same business. The exterior walls of many buildings can be packaged for love at night; many radio programs can also allow consumers to pay for songs; hot airships over the city can also be paid for customized information.

Pay attention to pay attention
We often hear some commercial comments that the “attention” of this era is a scarce resource. Where is this specific scarcity reflected in our daily lives?

The rise of the “grass” culture is a good example. This is a story of a large change in consumer behavior of middle-class consumers. Before ten years ago, there was no e-commerce at that time, and Taobao was just beginning to be used. At that time, there was a cornerstone-level consumer behavior theory called consumer decision-making model: arousing demand—collecting information—assessment—trial-purchase—repetitive purchase—recommendation. This is a linear process, meaning that in the past, we had the need to collect information, then evaluate the choice, and finally buy.

The biggest difference between the current consumer and the previous one is that it has changed from linear behavior to two-stage, that is, “shopping” and “buying” are separated. More generally, it is turned into “grassing” and “drawing grass.” “Two stages.

In the “grassing” stage, it is no longer a linear relationship. For example, if we see a shoe, maybe we don’t need it, but after seeing the post-evaluation of the blogger, we decided to include it in the purchase list. Here we skip the steps of evaluating and collecting information.

This change in linear processes into parallel is essentially for efficiency. Consumers are now focusing on efficiency because they want to save attention. So helping current middle-class consumers save attention is equivalent to providing an invisible but important value. This is why in many traditional industries, there are new companies that stand out as a most important value. Such as used cars, second-hand housing, foreign car rental, digital product evaluation. Whether it is to emphasize labor, worry, or save trouble, it essentially saves attention and simplifies complex decisions.

In short, attention has become the most important cost for middle-class consumers now, except for money, which is even scarcer than money when material conditions have improved significantly. Compared with the strong consumer purpose of the previous generation of consumers, this generation of middle-class consumers behave more casually. They consume in different scenarios to please themselves because they don’t mind not achieving certain goals, but they must I am afraid that I will not be happy.