According to the statistics of IT Juzi, in the first half of 2020, there were 120 investment and financing events in China's new economy consumption field, with an investment and financing scale of about 19 billion yuan, making it one of the largest investment and financing tracks in the same period. According to the incomplete statistics of "Business Data School", there were 67 investment and financing events in the new consumption field in June this year alone, with a scale of more than 6.043 billion yuan, reaching one-third of the financing scale in the first half of last year in one month. In the first half of 2021, a total of 280 financing events occurred in the new consumption field, and the total financing amount exceeded 39 billion yuan. So what is new consumption?
According to Baidu Encyclopedia, "new consumption" refers to new consumption behaviors driven by new technologies such as digital technology, new business models such as online and offline integration, and new consumption relationships based on social job title email list networks and new media. If the above definition is a bit obscure, we can substitute it into the scenario to understand that new consumption is a consumer product that is caused by changes in market consumption entities, brand updates, and model innovations, which better meet people’s material and emotional consumption needs in the new era. From three dimensions, we can understand that new consumption ≈ new crowd, new consumption ≈ new brand, and new consumption ≈ new model.
China's consumer market has moved towards an era of refinement, diversification and personalization, and the mature post-90s, post-95s and post-00s have gradually become the main force of consumption. It is increasingly difficult for traditional brands to please consumers. In recent years, new brands have emerged in the consumer market. With the help of Internet thinking, they continue to innovate in terms of products, brands, marketing, services, and business models to satisfy consumers in the new consumption era. new demand. From a business perspective, food, beverages and beauty are still the mainstream. This is followed by food and beverage, mother and baby, apparel and home appliances.