The legendary "consumption downgrade" did not appear.

1. The rise of the purchasing power of the new generation of consumers—after the 95s.

In 2009, the main consumers who participated in Tmall Double 11 were 80, accounting for more than 60%, but since then, the proportion of consumers has increased year by year. After 2015, after the 90s, the proportion of consumers exceeded 80, becoming the most important online consumer group. It is worth noting that the proportion of consumers participating in Tmall Double 11 in 2017 has been close to 20%. From the perspective of the year-on-year growth rate of passengers in different age groups, the growth rate of all consumer groups is the fastest after 95s. 

the proportion of different generation of consumers in Tmall Double 11:

born before 1970; born after 1970; born after 1975; born after 1980; born after 1985; after 1990; after 1995.

In addition to changes in the age structure of consumers, the geographical coverage of “consumers” has quietly changed over the past decade.

2. The rise of the purchasing power of the third and fourth tier cities.

From the consumption situation of Tmall double 11 in 2017, digital, beauty, health care products and other categories that represent quality and individual consumption began to occupy a higher proportion of consumption in third- and fourth-tier cities.

3. Quality life has won the attention of many people. Home products become popular.

In terms of transaction value, the fastest growing TOP 5 industries in the past five years were medical health, home improvement, beauty care, book audio and video and 3C digital. This shows that mass consumption is entering a new stage of quality, and consumers are turning more attention to areas where health, home decoration, cultural consumption and other aspects of life are closely related.

In the home field, GMV of Chjna furniture brands like KUKA, Holike, Linshimuye also quickly broke 100 million.

(Source: JJgle.com)