After 95, consumers prefer to buy laundry products online.
Recently, the First Financial Business Data Center released the "2017 online laundry related consumer series research" (hereinafter referred to as "research"). Based on Ali Data, the five categories of laundry detergent, laundry soap, washing powder, laundry tablets and fabric softener in laundry products are the research objects. According to the research, Chinese consumers have increasingly demanded laundry products in recent years, 2015~ Sales in 2017 continued to rise, with a growth rate of more than 50% for two consecutive years. Among them, the laundry liquid was the public choice, contributing more than 70% of the total online sales in 2017. In addition, it is worth mentioning that online laundry tablets appeared in 2016, as well as fabric softeners with sales growth of over 90% in 2017, which upgraded the consumer’s laundry experience in terms of functionality and convenience. To cater to the increasingly consumer view of quality consumption.
.jpg)
From the point of view of the purchasers, whether in terms of consumption or contribution, 2017 female consumers are still the mainstay of online laundry supplies. However, from the customer price in recent years, the number of men purchasing laundry supplies is increasing, and from the distribution of sales of laundry products for men and women in 2017, female consumers spend almost the same on male fabrics. 4 times, it can be seen that women look more comfortable than clothes.
From the age point of view, from 2015 to 2017, the number of consumers who purchased laundry products online after the 95th generation increased year by year, and the proportion in 2017 has reached 16.2%, while the proportion of consumers after the 90s is 24%. Become a major consumer group of online laundry products. However, compared with the proportion of sales of online laundry products in 2017, it was found that the cost of laundry products after the 95% accounted for 9.6%, and the proportion after the 90% accounted for 21.6%, while the proportion after 85% was 26.6%. It can be seen that after 90% 95 After the purchase of laundry supplies is not as good as 85.
Suppleness, color enhancement, decontamination... The laundry liquid that enriches product selection, which function is the best seller? "Research" found that the sales distribution of online laundry liquid in 2017 by function, the laundry liquid with "protective color / color enhancement" function became popular with 56% overwhelming high proportion. Due to the existence of the category of “clothing softener”, the purchasing power of the softening functional laundry liquid is not high, but from the consumer’s preference for different functional online laundry liquids, the female consumers after the 80s increase Soft function favors, compared to 95 after the preference for laundry detergent function contrasts with it, after 95, the enthusiasm for softening function consumption is not high, with the "color protection / brightening" function of the laundry liquid is their The first choice.
According to the study, as a mainstream product in the laundry market, the continuous development of new functions of laundry detergent is one of the strategies for brand retention and consumer development. In addition to the two-year market education, the sputum-type laundry liquid finally achieved significant sales growth in 2017, which mainly won the recognition of female consumers, especially after 75 women responded positively to the need for mites. Next, after the 95s, the younger family did not have the desire to purchase the sputum-type laundry detergent. How to impress the future consumption of the main 95-generation group or the laundry suppliers need to focus on thinking.
In addition, in the face of the emergence of shared clothing platforms, the advent of new fabrics, and the intrusion of cross-category products, the laundry market has to meet the increasingly demanding consumers, and it should be an outdated problem. The +Social + Idol bonus opens a fast-track for reaching consumers, but if you want to stay in the market for a long time, it is indispensable to constantly refresh your business thinking.
recommend