Fastdata pole | insight report on e-commerce consumption of young Chinese users 2021

The e-commerce market continues to grow ： China is the world's largest e-commerce market , Still growing ,2021 year 1-11 In June, the trading volume of China's e-commerce market reached 11.9 Trillion yuan , Year-on-year growth 15.4%. Compared with Taobao 、 Traditional e-commerce channels represented by jd.com and pinduoduo , The live broadcast e-commerce represented by Tiktok e-commerce is growing more rapidly , Rise rapidly in a short time , It has taken over the traditional e-commerce , Become the real growth engine of e-commerce market , China's e-commerce industry is at the key node of lane changing growth .

Z Generation after generation has become the most important growth driver of e-commerce ： globally Z The population of this generation has reached 24.7 Billion , Of the global population 32.1%, transcend Y generation , Become the most populous generation in the world .Z Generations are consuming globally 、 Entertainment and popular culture have a profound and decisive influence . China has 2.61 Billion Z Generation population ,Z The generation has begun to grow up on a large scale , Have the ability to consume continuously , because X Generations and Y Generation e-commerce penetration rate is close to the saturation point ,Z For generations, it has become the main growth driver of China's e-commerce , In the next ten years, we can win Z E-commerce mode favored by generations of young users , It is bound to become a new e-commerce giant .

The most diverse generation ： comparison Y generation ,Z The values of generations are more diversified , Have more life states , Show more diverse cultural concepts , In freedom and love 、 The cultural collision between the mainstream and the self shows a state of vigorous growth . Beardless Z Generations long to interact with cool brands , More willing to pay for the national tide and environmental protection .Z Generations believe that consumption is not just a way to show themselves 、 It is also a kind of value identification and self-worth symbol label .Z Generations are more willing to share their real life 、 emotional 、 Value and shopping experience , Create online content, accumulate digital assets and social currency .

Live broadcast e-commerce is favored by young users ： The live e-commerce platform has the ability to produce massive high-quality content , It can satisfy the feelings of users with different values 、 value 、 Interest and shopping consumption demand , Young users have a greater sense of belonging on the live e-commerce platform 、 More sticky and dependent , The live broadcast e-commerce platform has become Z Generations show themselves 、 New online gathering places for entertainment and consumption , The live e-commerce platform is reconstructing online social networking 、 Entertainment and consumption ecology , It is creating an all inclusive online new consumer business complex for young users .

The era of e-commerce new content flow ecology has come ： The era of user bonus is over , E-commerce new content traffic ecology is taking shape , Live e-commerce marketing + Sales integration continues to strengthen , The supply chain ecological boundary of traditional e-commerce is being expanded . Whether for new or mature brands , The marketing cost of traditional e-commerce channels and offline channels is high 、 Growth is slowing 、 Brand marketing investment ROI The lower , It is difficult for the brand side to take off , The brand is rising rapidly . For new brands , Actively embrace the new e-commerce ecology brought by live e-commerce , With the help of the fast-growing live e-commerce platform , Help to achieve a quick break of the brand 、 Growth and rise . For mature brands , The active young users of the live e-commerce platform are an important source of the future increment of the brand . Walking into the gathering place of young consumers can improve the popularity of the brand among young users , Help the brand grasp the future market and refresh the brand image . Seize the new content flow bonus of live e-commerce , Establish with consumers “ New relationship ”, All brands are worth doing again .