At this stage, although new consumption has become a commonplace, the internal logic of its explosion is still inseparable from the concept of consumption upgrade. Data shows that the development of new consumption in China has grown rapidly since 2018. In 2019, the market share of Chinese brands has reached 72%. In 2020, the penetration rate of Chinese brands is as high as 91.4%, becoming the first year of the explosion of new consumer brands. The reason why it broke out in 2020 is related to factors such as the domestic per capita GDP exceeding 10,000 US dollars at that time, the related infrastructure construction has matured one after another, and the mobile Internet original generation has become the mainstream consumer group in the new generation of the market.
In the "Weimeng Report", new consumption is defined as: new digital marketing technologies, new business models such as multi-channel integration, and user Fax List consumption patterns based on new marketing scenarios such as social networks and new media. Essentially, new consumer brands must provide new product categories, or iteratively upgrade old categories. As defined in the report, the application of new marketing techniques or marketing concepts is a major symptom of new consumption.
In the marketing process, looking at the new consumer brands that have successfully emerged, some have successfully detonated rapidly among new consumer groups with the help of rich public domain channels and content dividends, and embarked on a large-scale route; there are also other ways to penetrate the minds of private domain users. , get a higher brand premium. The two paths are different, but now, the awareness of the private domain of new consumer brands is gradually awakening. According to a survey by the Weimeng Research Institute, 45% of brands’ online marketing is aimed at building private domain traffic, starting with the end in mind, which reflects that private domain operations are becoming a favorite of brands.