It's All about Retail
Nov. 7-9th,Qingdao, China

Young people’s consumption behavior is changing

Recently, a survey conducted by the China Youth Daily Social Survey Center on a total of 1969 young people aged 18-35 showed that the price/performance ratio (53.7%) and practicality (50.0%) were the main factors considered in the consumption of young people interviewed. 62.3% of the respondents will plan before spending. 63.5% of the young people surveyed suggested that young people should be modest and consume within their means. 62.3% of the respondents will plan before spending

Ye Qing, who graduated last year, is now working in Shenzhen. She spends most of her income every month. Rent, catering and transportation are basic items, plus leisure and entertainment expenses such as parties and movies, leaving less than 1,000 yuan per month.
Yang Bizhen, who has worked in Tianjin for 3 years, is more careful in her daily consumption. In addition to her daily expenses, she will save the money for investment and financial management. I feel that this kind of heart is more practical.
In the survey, 30.1% of the young people surveyed said that they usually spend most of their income, 26.7% of the young people surveyed earned almost exactly the monthly income, and 18.2% of the respondents admitted that they did not have enough income, often ahead of consumption, 17.0 % of the young people surveyed did not spend extra money except for the necessary expenses. 7.7% of the young people interviewed were able to save as much as possible in the principle of saving the province.
The survey shows that the price/performance ratio and the practicality are the main factors considered in the consumption of young people in the interview. Other factors include: beautiful appearance (45.1%), brand (34.5%), novelty (33.0%) and people around (13.4) %)Wait.
In the survey, 62.3% of the respondents will plan before consumption, and 37.7% of the respondents will not.
63.5% of the young people surveyed suggested to live within their means and spend moderately
"The money is also stored, it is better to spend it out to get value. Moreover, in big cities, the cost of living is high, and most of the money earned every month is used for basic living expenses. It is also appropriate to use the little money left to pay for it. Ye Qing believes that the money he earns will not cost more than income.
For the “Moonlight Family”, 49.4% of the young people surveyed pointed out that this was due to the small family burden, which made it possible for more consumption. 43.5% of the respondents believed that this was a behavior that faced high cost of living and timely fun, 43.0% The interviewed youth felt that this consumption behavior was irrational.
Among the respondents, 50.2% were men and 49.8% were women. 31.7% from first-tier cities, 48.0% in second-tier cities, 18.0% in third- and fourth-tier cities, and 2.3% in urban, county, and rural areas.