In this regard, we find out the consumption data of Children's Day in the past few years. After comparison, we find that although the unit price of children's products will rise every holiday, the momentum of parents spending money on their children has not weakened, but has increased year by year.
From simply buying educational toys, books, branded clothes, to buying electronic products such as early education machines and iPad, to the recently popular artificial intelligence voice robots, parents are spending more and more on their children, and the trend of consumption upgrading is unstoppable. There is even a new word-"baby economy" to refer to the child-driven consumer market.
There has always been a saying that "women and children make the best money." Although it looks like a joke, it does make sense through the analysis of current consumption data.
So why do women and children become the backbone of the consumer market? What kind of business logic is hidden behind this? Today's hearing will be interpreted by you.
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With the development of society and the increasing richness of educational resources, parents will only spend more and more on their children.
Before discussing female consumption and "baby economy", let's start with the general factors that push people to "buy while buying". In fact, what worries you in real life is the consumption psychology in economics. Specifically, this consumer psychology can be divided into two categories:
The first one can be popularly called "discount psychology". Merchants create a sense of satisfaction through discounted sales, which is what we usually call the feeling of taking advantage. When we are filled with this feeling, it is difficult to judge the value of goods rationally and objectively.
Just a discount is not enough. At present, the second way is more common in the market, which we call guiding "cost-effective consumption". Merchants guide consumers to feel that this is cost-effective by taking the initiative to compare prices, reducing shopping, buying gifts and other forms. For example, common activities in children's books market, such as 100 minus 50, children's toys buy one get one free and so on, are all very effective means to stimulate consumption.
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Women in China are the backbone of family consumption, and many of them are bought for children, husbands and parents. Of course, they are not soft on spending money for themselves.
Returning to the problem that women are more likely to "buy in buy buy", it is generally believed that it is actually determined by three factors and the above two major consumer psychology.
The first factor: Compared with men, women are usually a more emotional group, and their consumption desire is very easily influenced by the outside world. If you are in a bad mood, buy from buy buy, and if you are in a good mood, buy from buy buy. Children's Day is the concentrated outbreak of "baby economy".
The second factor: whether it is traditional shopping centers, offline shopping malls or online shopping platforms such as Taobao, women's cosmetics, maternal and child products and children's products account for far more floors and categories than male consumer goods.
The data shows that JD.COM, which used to be dominated by male consumers in the eyes of the public, has been quietly captured by feminine beauty cosmetics and maternity products, accounting for half of the 6 18 transaction volume. It is this layout and trend that invisibly gives women greater consumption opportunities, and it is easier to stimulate women groups to "buy and buy".
The third factor: in life, women's consumption is not limited to satisfying themselves. In a family, female family members often play the role of shopping.
Ma Yun once said in public that he would like to thank the women in China, who are the backbone of family consumption, and many of them are bought for children, husbands and parents. Of course, they are not soft on spending money for themselves.
On the other hand, "baby economy" and "children's money is best earned" are actually the intuitive embodiment of the new generation of Ma Bao and Bao Da's parenting concept, and they are also the most significant areas of consumption upgrading.
Of course, consumption upgrading does not mean "high" consumption. Now Ma Bao and Baoda will pay more attention to cost performance.
At the same time, with more and more international brands entering the China market, parents have gradually formed the consumption habit of "fixing brands and stocking in advance", which provides a guarantee for the sustained release of consumption potential.
Besides material wealth, today's young parents pay more attention to the cultivation of their children's ability and personality development, not just the quality of their academic performance. On the one hand, they want their children to grow up happily, on the other hand, as parents, they can't let their children lose at the starting line.
Therefore, they not only strive to provide children with the best material conditions, but also attach great importance to the investment of high-quality educational resources, so that children can truly achieve all-round development. With the development of society and the increasing richness of educational resources, parents will only spend more and more on their children.
After listening to today's hearing, I believe you must have a more rational understanding of female consumption and "baby economy". When "buy buy buys" in the future, it will definitely make a wiser choice.