Young people only go to B1B2 when shopping in shopping malls - new changes in consumption trends

Recently, "reverse consumption" has become popular on social platforms. This article starts with netizens' reactions to the topic, analyzes the characteristics of young people's consumption, the reasons for the change in consumption tendencies, and what new requirements offline brand stores need to meet under the new consumption trend brought by young people. This article is suitable for those who operate offline shopping malls and want to understand the consumption psychology of young people.

What do young people like to buy? This may be a common topic for brands to discuss. In addition to the digital consumption reports and browsing habits of platforms and brands that can reflect the consumption tendencies of most young people, the hot search list on social platforms may also reveal the common choices of young people.
For example, not long ago, the phenomenon of reverse consumption caused by young people's "revengeful saving" behavior has caused widespread heated discussion and accumulated 380 million readings. This reflects that young people do not consider a single piece of information when choosing products, but decide their consumption behavior based on multiple information such as quality and cost performance.

Yesterday, the Weibo topic #年轻商城只有去B1B2# once again sparked widespread discussion, generating over 180 million reads and accumulating over 110,000 interactions.

The topic under discussion was an interesting phenomenon that has emerged in shopping malls, namely that young people like to shop at B1B2 and are unwilling to go to stores on high floors. This has forced brands to change their business strategies and move down from the upper floors of shopping malls, choosing to occupy stores on the lower floors.

1. Young people’s consumption preferences have changed

Whether it is the emergence of reverse consumption or young people's preference for B1B2 shopping, it reflects that young people's consumption has changed, which is specifically manifested in four aspects:

1. Pursue high cost performance

Advocate high cost performance. As netizens jokingly said: What limits you to which floor is the price of the goods on that floor. Most of the cheap and good-looking treasure products are in B1B2, which affects the floors chosen by young people. Whether it is the reverse consumption phenomenon or young people only visit B1B2, it proves that low-priced high-cost products have a strong appeal to young people.

At the same time, young people have a strong interest in brands with high cost-effectiveness and quality assurance. Choosing a mall actually reflects from another perspective that young people today not only consider the price when choosing products. On the one hand, young people are willing to spend money, but they don’t want to waste it; on the other hand, they have higher requirements for product quality and experience. Therefore, young people have a strong interest in brands with quality assurance and relatively low customer unit prices, such as MINISO, UNIQLO, and Haidilao.

2. Willing to choose trendy fashion

From the perspective of young people, market trends represent the common choice of young people and also represent greater fashion.

That is, the choices of young people influence young people, and the mass consumption trend is a fashion trend . The items chosen by the public are also part of their expression of their own characteristics. When they don’t know what products they want to buy, most young people choose to follow the crowd, go where there are many people, and choose whichever brand is popular, so there is a phenomenon of young people "collectively" going to B1B2.

Young people's multiple considerations also come from the product itself. Fashionable products themselves have a strong magnetic field, attracting young people to stay and pay.

On the one hand, young people hope to show their personality and taste through fashion and trends. On the other hand, because fashion trends represent the latest consumption trends and design concepts, they can meet the young people's pursuit of novel, unique and high-quality consumption needs.

At the same time, fashion trends also represent healthier and more environmentally friendly product design concepts, which are more in line with young people's consumption values ​​and lifestyles.

3. Personalized consumption

If price-performance ratio means young people are more concerned about price, and fashion means young people's focus on consumption direction and product characteristics, then personalized consumption means young people have higher requirements for the quality of life. The personalized consumption they choose is not just a way to spend money, but also a way to show their taste and personality.

The rent of B1B2 is relatively low and there are many shops, so some small brands or emerging brands will consider their own operating costs. Here are gathered shops selling food, milk tea, coffee, trendy toys, etc., which are trendy items that young people like to consume, which provides young people with more shopping options.

4. Higher requirements for shopping experience

Mass consumption is a trend, a fashion, and a higher-level spiritual experience, and what captures the hearts of users is a more convenient shopping experience. It can be said that a convenient and fast shopping experience is one of the important factors that attract young people to shop.

Shopping malls generally have convenient geographical locations, stylish interior decoration, and a wide variety of brands. In addition, the mall's service staff can provide convenient and considerate services, where young people can engage in one-stop shopping for food, drink, entertainment, and travel, thus ensuring the shopping experience of young people.

Second, shopping in shopping malls and only going to B1B2 is the consumption characteristic of contemporary young people

In today's society, young people pay more attention to self-expression and personalization, and pay more attention to their own quality of life and experience. Therefore, when consuming, they emphasize quality, personalization and experience, and their demand for products is more diversified and differentiated, and their consumption characteristics are extremely obvious.

Diversified consumption characteristics: Due to the influence of young people's living habits, consumption concepts, and professional income, young people's consumption habits and concepts have changed, making them pay more attention to the combination of experience and interest, and are willing to spend more time and money to try new products and services, especially those that can provide unique experiences and meet their interests. B1B2 brings together a variety of commercial complexes such as catering, entertainment, and travel, which can meet the diversified consumption needs of young people.

Socialized consumption: Another important reason is that young people's consumption choices now show social characteristics. The mall environment is good, and it brings together many commercial formats such as coffee, milk tea, ice cream, etc. that young people like, as well as some niche brands with personalized customized services. The mall can provide young people with a creative and interactive space with good experience. Young people choose to consume in the mall. In addition to the pleasant shopping experience, the cheap B1B2 can also meet the needs of young people to take photos and post them on WeChat Moments, thereby satisfying their needs to show their quality of life.

Consumption tends to be rational: In addition to paying more attention to product quality and function, young people also expect to buy more suitable products at a more reasonable price. Therefore, brands can meet the needs and expectations of young people by providing high-quality, high-value products and services.

The trend change of the consumer market has a profound impact on the consumption choices of young people. If brands want to capture their target audience, they need to keep up with the trend of the consumer market and continuously optimize their business layout and consumer experience to attract more young people. At the same time, they also need to actively respond to the changes in young people's lifestyles to meet their consumption needs in the social media era.

3. Requirements for brand marketing posed by changes in young people’s consumption trends

The choices of young people represent part of the consumption trend, which also affects the choices of many young people. In addition, the current consumer market has obvious characteristics, which also puts higher demands on brand marketing.

Entertainment. By using entertainment means and content, consumers’ attention can be attracted and their emotional resonance can be stimulated, thereby increasing brand awareness and reputation. This requires brands to achieve entertainment marketing by creating interesting advertisements and content, as well as holding interesting marketing activities, so as to capture the hearts of more young audiences.

Socialization. The socialization of brand marketing requires brands to use social media platforms to interact and communicate with consumers and build brand influence and trust. Brands use the convenience of social media platforms to widely publish interesting content, interact with consumers, and respond to consumer comments to achieve social marketing. At the same time, interesting content is also the material for young people to take photos and post on WeChat Moments. The socialization of brand marketing also helps brand marketing achieve fission.

Internet celebrity. Internet celebrity brands and stores are often the gathering places for young people. To make brand marketing Internet celebrity requires brands to carry out all-round packaging of the brand from aspects such as marketing methods, traffic acquisition methods, sales strategies, and content creation in order to increase brand exposure and attract more attention and purchases.

At the same time, brands need to keep up with market trends and continuously optimize their marketing strategies and methods to attract more young consumers and gradually increase the brand's influence.

Final Thoughts

With the development of economy and the progress of society, as well as the obvious changes in the consumer market, more possibilities for young people's consumption choices have been provided, and new marketing ideas and strategies have been provided for brands. The trend change of the consumer market has also had a profound impact on young people's consumption choices.

If brands want to capture their target audiences, they need to keep up with the trends in the consumer market and continuously optimize their business layout and consumer experience to attract more young people. At the same time, they also need to actively respond to changes in young people's lifestyles, consumer preferences, and other aspects to meet their consumption needs in the social media era.

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War" (ID: lanhaiyingxiao)