260 Million The "Consumer Storm" Of The Z Generation, Do You Understand The TA?

Domestic Z generation has reached 260 million people, but do you know TA? TA shoes, blind boxes, krypton gold, the pursuit of two yuan, love to play, love tide. Today, we are going to talk about the 3 consumption storms behind the Z generation: the national wind, the IP wind and the entertainment wind.

　　 260 million Z generation

What is Z generation? We call it the 1995-2009 generation of the generation Z generation.

How many generations are there in Z generation? According to the relevant statistics, the total number of Z generation is about 260 million, which accounts for 19% of the total population in 2018. About 95 of them were about 99 million 450 thousand, about 83 million 120 thousand after 00, and 79 million 950 thousand after 05.

With relevant forecasts, by 2020, it will account for 40% of the total consumption power.

Related media have observed that the impact of Z generation on commercial consumption has entered the "front end".

We also found something interesting, for example, now the spokesperson for Tmall is easy to tie up thousands of seals, and the lucky deer's tea is Xiao Zhan's endorsement. They are releasing an obvious signal to seize the spending power of the Z generation.

At present, the Z generation has directly brought the three main draught: the first is the national tide wind, the second is the IP wind, and the third is the online entertainment wind.

　　 The "tide of the nation" in Z generation

In recent years, the "national tide" has been touted. From 2009 to 2019, the attention of Chinese brands increased from 38% to 70%. And the main force behind this is the Z generation.

We learned from Tmall platform data that in January 2019 -7, the search volume of the "chao chao" keyword increased by nearly 400% compared with the same period last year. Most of these search users were after 90 and 00 after consumers.

Let's take Lining as an example. Lining is a typical example of the rising tide. Let's feel it first. In June of this year, Lining released the 2020 spring summer series in Paris fashion week.

Now Lining has been very popular.

Chinese culture + sports perspective + trend vision. After insisting on many years of trial, Lining finally emerged in many sports "tide cards" and insisted on the Chinese style.

This group of designers in the design of the "hot tide" in the meantime, but also for the industry's other brands, designers have brought some thoughts.

Let's look at the next performance.

In the third quarter of 2019, the same store sales of the whole platform increased by 10%-20% over the same period last year. At the same time, e-commerce channels maintained a high growth rate, an increase of 50%-60% compared with the same period last year.

Earlier, according to the semi annual report released by Lining, the company achieved good profit in the first half of the year, achieving a net profit of 795 million yuan, up 196% over the same period last year.

Market value has also seen explosive growth. The market value is HK $58 billion 100 million. The key to the double harvest of revenues and profits is the recognition of the tide of Lining.

Of course, in addition to the clothing industry, cosmetics are also the main driving force of Z generation.

Let's take a look at this year's double 11 national makeup data.

According to the data released by Tmall, during the double eleven period this year, the sales volume of China's cosmetics brand CHCEDO Tmall flagship store exceeded 498 million, reaching 747 million across the board, of which 70th Anniversary Limited lipstick sold out in one second and sold 138 thousand outlets. And the perfect diary of the new domestic products has become the 11 Tmall's top 100 Chinese cosmetics brands in the past two years, and finally topped the top of Tmall cosmetics category.

Brands like CHCEDO, the hundred antelope, perfect diary and Winona entered the top ten list. At the same time, the beauty of Chinese products is also recognized by capital.

　　 IP wind: driving blind box, animation sales

Z generation has a crazy love for IP. We can see from the recent heat of blind box.

We understand that the reason why the blind box has such a large influence, first of all, is based on the IP's love, and the TA can even spend their savings on behalf of the animated characters. Another point is to open the blind box of surprise and desire to collect.

We take the domestic blind box supplier bubble Matt as an example. Only its Molly products sold 4 million in one year in 2018 and 140 times in two years.

This year's double 11, POP MART bubble Tmall Mart flagship store transaction volume of up to 82 million 120 thousand yuan, after the Tmall double eleven game category first hit in 2018, this year is more than Lego, Wan Dai, Line Friends and other famous toy brands, with 295% growth rate to become Tmall's "double eleven" the entire toy category first!

You know, before 2017, the bubble was still losing money for years. In the first half of 2018, the performance of bubble matrice experienced explosive growth. Behind this, we want to thank Z for its contributions.

Of course, there is a big area is the animation and other hot.

Here is the B station.

B station has a huge Z generation user. At present, ACG (animation, comics, games) has become an important part of the "Z generation" trend culture. This is also the field of deep ploughing at B station.

The B station with Z generation as its core was successfully listed on NASDAQ last March. We have just looked at the current market capitalization of US $5 billion 300 million.

11 in the middle of the month, the data of beep Li Li reported that the total revenue of B station reached 1 billion 860 million yuan in the third quarter, an increase of 72% over the same period, exceeding the market expectation.

According to the report, the number of active users of B stations reached 128 million in the quarter, up 38% over the same period last year, and the number of active users in mobile terminals was 100 million, an increase of 43% over the previous year. On this basis, the innovation of Sunday users increased to 37 million 600 thousand, up 40% over the same period last year.

That is to say, almost half of the Z generation group is at B station.

　　 Entertainment wind: spring of electric competition

More than 60% of competition fans are Z generation, of which Z generation female players are rising. In 2019, the Z generation female players who bought the competitive equipment grew by 2 times as fast as that of male users.

You know, users of Z generation spend much more time on mobile entertainment than offline entertainment. 71.7% mobile phone time is 3.54 hours, while 61.3% line entertainment is 1.61 hours.

Platform members and game currencies are the most frequently consumed network virtual content of Z generation. We can see the game preferences of the Z generation from the "King glory", "Jedi survival: exciting battlefields" and other strong social games.

Of course, the business change brought by the Z generation is far more than the three big storms. Most of the TA are still college students. When they came out to work, there was a bigger change.

The media think that to win the hearts of the Z generation, we feel that there are 3 key skills:

Social grass: we need to understand their circles. Z generation is more willing to pay for products recommended in the interest circle.

Continuous IP freshness: IP is a way to continuously capture Z generation, so that TA can maintain brand freshness.

Entertainment tunes: they prefer the "fun" way, such as "bait" to meet TA.

What do you think of the Z generation?