Comparative analysis of consumption characteristics between network era and traditional era

We have entered the network age. Great changes have taken place in consumers in this era, the consumption cycle has been shortened, the product categories have spread rapidly, and there have been group differences in consumption. Consumer goods should also keep up with the rapid consumption speed of consumers and the pace of people's life.

If we look back at the life segments of consumers in China 20 years ago, we will find that at that time, Rising Sun iced tea, Jianlibao drinks and bubble gum were all very popular fast-moving brands, but after 20 years, it was no longer fashionable for consumers to blow bubble gum, and all kinds of chewing gum were replaced; Rising Sun iced tea is no longer "Rising Sun", but later brand iced black tea and iced black tea; There are fewer Jianlibao around consumers, but Coca-Cola and Pepsi occupy consumers' consumption space ... More and more products and brand categories have replaced the single product category in the past, forming a new, richer and more detailed consumption culture. If people were in an era of relatively closed information channels and single material shortage 20 years ago, then today, 20 years later, consumers have entered an era of rapid information expansion and rapid network development. Therefore, product innovation and marketing around the path of information change and lifestyle change is the foundation for the survival of fast-moving consumer goods and daily chemical industry in this era. In-depth analysis of the changes in the field of fast-moving consumer goods and daily chemical products in recent years also basically reflects such characteristics.

The pace of consumer life has accelerated and consumption has been redefined. Judging from the consumption changes of consumers in China in the past five years, consumption in the Internet age is being redefined. The Internet age has made consumers more and more busy, but at the same time they have become more and more "lazy". More and more consumers will no longer go directly to the terminal to complete the purchase, but first search for the products they need through the Internet, understand the information related to the products, and obtain relevant product evaluation and purchase opinions from Internet users, thus reducing the time and cycle of decision-making. This pursuit of speed is also mapped to the demand for fast food products. New categories define new consumerism, which has become a prominent feature of China FMCG market. In this new consumption change, cola, biscuits, chewing gum, instant coffee, functional drinks and other categories. It has gained a stable market position, and gradually changed from emerging consumption to habitual consumption. At the same time, it has sought opportunities for product innovation from the "fast-paced" life of consumers, and has become a new marketing opportunities for fast-moving consumer goods and daily chemical products.

The demand of consumers and the function of products are more and more subdivided. On the one hand, consumers put forward more "harsh" and meticulous requirements for products while increasing their demand; On the other hand, product categories with different functions are becoming more and more abundant, which constantly "provokes" the needs of consumers. The interaction between them has promoted the consumption change of FMCG and daily chemical industry. For example, in the field of cosmetics, consumers' needs and cosmetic categories are functionally subdivided, such as those that need whitening, moisturizing and freckle removal. Consumers need unreasonable products to meet their beautiful needs, so cosmetics catering to these different functions are flooding the counters. The survey shows that there are many categories in both women's skin care market and men's skin care market, and the market penetration rate of these categories is constantly improving. Another example is the consumption behavior of drinking milk. In the past, consumers knew to drink pure milk. Now, consumers' needs are becoming more and more refined. Drinking milk in the morning is in pursuit of nutrition, and drinking milk at night is expected to help them fall asleep quickly and improve their sleep quality. These new demand scenarios have created breakfast milk and similar "good night" milk market segments. Black tea, iced black tea, iced green tea, Lulu and other products are also meeting the different needs of consumers from different angles.

Answer supplement

Nowadays, the competition of fast-moving consumer goods in China is not only the competition in the same field, but also the competition between different industries and the integration of consumer demand.

To sum up, in the Internet age, consumers' consumption tendency and consumption culture have been inextricably linked with the Internet. When they move the mouse, they start the consumption behavior in the Internet era, and continue to develop with the development of the Internet era. Therefore, it can be said that the Internet era has forced enterprises to enter a new era of enhancing the awareness of "mouse marketing" and innovating the strategy of "mouse marketing". Then, for the fast-moving consumer goods industry, how to use the Internet and how to adopt a faster marketing strategy is very worthy of consideration.