- community consumption accounts for nearly 40% of total household expenditure
In recent days, new city property has released the white paper on community consumption of long triangle commodity house owners at its community o2o strategy launch, which is the first open community consumption study by a domestic housing firm. For the first time, the white paper conducted an in-depth study of the morphological characteristics of long-triangular owners and community consumption habits, detailing and defining the characteristics and consumption needs of the community's o2o target user group。
The five intelligent women in the community control 90% of household consumption
Depending on the participation of the owner in the household, the community has five main groups of owners: a smart female owner, a midstream column, an empty nest, a struggling bird and a greenhouse flower. Qualified female heads of household generally refer to middle-aged women between the ages of 35 and 55, most of whom hold the financial power of the household, consume relatively large amounts of household goods in five groups, purchase 90 per cent of the household goods from them, and account for a significant amount of community consumption, which is the main source of community consumption。
In general, mid-strength refers to jobs that are in rapid growth, with young and middle-aged men between 35 and 55 years of age focusing on their careers and paying relatively low attention to family life. In contrast, young people between the ages of 25 and 35, with a general income level, who are in the early stages of their careers, are divided into small groups of struggling birds, with a similar ratio of men and women, who are working early and late, preferring internet purchases, and consumption around the community is mainly the purchase of essentials such as oil, salt and sauce. The greenhouse flower is about 26 years old, with an equal ratio of men and women, and 77 per cent of the population who are unmarried and live with their parents. Soon after they start working, their personal income is unstable, and the expenses of living around the district are mainly paid for by the parents, but they love internet purchases. An old couple over 55 years of age in an empty nest does not live with their children, household disposable income is relatively low and overall consumption is low in the neighbourhood, mainly for the purchase of essentials such as vegetables, fruits and food oil。
The results of the survey showed that, in terms of the amount of community consumption, the group of smart female heads was ranked first, followed by the group of struggling birds. The middle-string population is the second largest, with the lowest levels of community consumption。
Community consumption accounted for 31 per cent of total population expenditure, mainly “eat”
Data show that total consumption in the long triangle in 2013 was 3,793. 3 billion, of which total community consumption was 1,175. 9 billion, or 31 per cent. The size of consumption and per capita disposable income of the new urban communities are above the urban average, which is a good basis for the development of community o2o。
In the household-based daily consumption, the total amount of meals, tobacco, alcohol, food is 67 per cent, and the total size of meals is 253. 1 billion — “eating” is the highest consumption in the community
For most owners, breakfast is mainly near the district, chinese meals are near the company, dinner is near the district or shopping mall, and tea places are mainly in the shopping mall. 43. 7 per cent of owners do not choose to eat outside, mainly because of the small number of shops and the few options available. The most unsatisfied type of outside meals is breakfast, with distance, small numbers and unsure hygiene being the three most important reasons. Of the three meals, the average single-time consumption was 206, although the frequency of out-of-house meals was low。
In addition, community consumption is in high demand for raw fruit, vegetables, etc. The data show that 41. 7 per cent of the owners choose to buy fruit once a week and consume more than $50 a week, with smart female owners and struggling birds being their main purchasers, with the highest single consumption of perfunctory pillars. For vegetable shopping, 70. 2 per cent of the owners choose to buy four to five times a week, with single consumption of about $31. 49, and 84. 5 per cent choose the market for vegetables for the choice of purchase route. In the late years of the nest and the wise female owner are the main purchasers. Nearly 90 per cent of owners, whether they buy fruit or vegetables, expect more from fresh, timely and caring services. However, depending on their geographical location, consumers in shanghai are more focused on the added value of packaging, import origin, anti-aging oxidation, etc., while consumers in secondary and tertiary cities prefer products of domestic origin, natural, healthy and vitamin c-rich。
Nearly 50 percent of the owners of the consumer channels have internet purchases experience
According to the report, as at the end of june 2014, there were 480 million internet users with smartphones. The proportion of smart machines was 35 per cent based on a total population of 1. 36 billion by the end of 2013. In the long triangle, nearly 70 per cent of the owners of commercial houses have smartphones, which account for 35 per cent of the country's total, and the number of years spent is concentrated in 1-2 years, with the operating system slightly higher than ios. Data also show that 44 per cent of the owners of the new city have internet acquisition experience, 22. 1 per cent of which are clothing footwear caps, and over $300 for single consumption。
For mobile phones, the main source of access to the app is the mobile phone belt and friends ' recommendation, with the number of individuals owning the app within six. App is primarily a qqq/web chat, with mobile shopping accounting for 14. 3 per cent。
The long triangle has a good user base in terms of the level of owner income, the size of consumption, the purchasing power of smart terminals and the level of application of the app, and the prospects for community o2o market development are considerable。
It is known that the new towns group has been focusing on the development of property in the long triangle for more than two decades and has accumulated a large amount of community data, so that the white paper on the living consumption of long triangle commodity house owners represents an in-depth excavation and specialized processing of community data. The property o2o analyst wong said that “developers have three main elements and detailed data on community people, properties and cars, and that the application of large community data is their only advantage in doing well for the community o2o”. This data report on new city property is an important building block of the o2o strategic layout of its community and provides an effective data reference for a wide range of businesses interested in the field of community services。
Responsible editor: zhang dei
