In the first half of the year, the urban fast-food market estimated a loss of 44 billion yuan China's consumer market into the post-epidemic era.

CCTV Market Research (CTR) recently released the first half of this year China's media market, advertising market and consumer market trends report. Among them, the "2020 China Consumer Market Report" (hereinafter referred to as the "Report") disclosed by Yu Jian, general manager of Kaito Consumer Index greater China, shows that the total retail sales of consumer goods in China reached 2.2 trillion yuan in the first half of this year due to the impact of the epidemic, and the losses in the single market of urban express consumer goods alone are estimated to be as high as 44 billion yuan. Whether it is consumer goods, consumer channels or consumer values preferences, there have been huge shocks, of which some structural changes will inevitably continue to the impact of the post-epidemic era. The future direction of China's consumer market is of great significance to consumer brands and operators.
Consumer Polarization Mid-range brands increasingly micro
In the catalysis of the epidemic, consumers' awareness of health protection has increased significantly, which makes hand sanitizers, disinfectants, wet paper towels and other categories achieved a year-on-year growth of more than 10%. In addition, people are no longer wary of high-calorie foods such as carbonated beverages, cheeses and ice cream because of their prolonged isolation at home. At the same time, plenty of cooking time at home has significantly boosted sales of condiments such as ketchup, soy sauce and fennel.
31 per cent of the 121 fast-food categories grew by more than 10 per cent, while another 21 per cent were hit hard by the outbreak, according to the report. The sudden stagnation of offline partying and leisure scenes has had a negative impact on fruit juices, functional drinks, red wine and other categories, and the lifestyle of staying at home has led to a sharp decline in sales of lipstick and bottom makeup.
impact of the current outbreak on consumer behavior is long-term and far-reaching, not only reflected in the movement of the consumer sector, but also in the polarization of the price range is reflected in the most vivid.
in the beverage store, the rapid development of the two brands are aimed at high-consumption potential customers of the magpie tea and channels of the rapid sinking of the honey snow ice city, their new stores in the first half of the year have seen a large increase. CTR's research believes that from the deep factors, it is the classification of the consumer class that has facilitated the emergence of this phenomenon, and the line between high experience and cost-effectiveness has become clear. Similar trends are not limited to beverage stores, with coffee, packed water, ham sausages and adult milk powder showing similar trends. "The charm of the Chinese market is that the pursuit of high-experienced tea and the pursuit of cost-effective honey snow ice city, can prosper together." Yu Jian concluded.
the intersection between the "five-ring inner crowd" and the "five-ring outside the crowd" is becoming less and less, so that the trend of polarization irreversibly accelerates, while the "mid-range brand is increasingly micro". A few years ago, the fading of luxury brands between luxury and fast fashion attracted widespread attention, and the current turmoil in the consumer market echoes that trend.
rapid rise of new end-user scenarios
the impact of the epidemic on the channel side is even more severe than changes in consumer goods. Affected by the outbreak, consumers began to buy channels to small, refined, new directions, those more dispersed convenience stores and new retailing has become the first choice for people to buy and supplement goods.
addition, online channels have become the main channel in the outbreak against the surge, such as the blocking of community units forced consumers to become new fans of online fresh platforms. Prior to this, online fresh platform has always been in the consumer education this link of the effect is not good, Chinese through the physical market to buy fresh agricultural products habits can not be reversed. However, under the impact of the outbreak, JD.com fresh distribution to home business compared to the Spring Festival before the growth of up to 370% month-on-month, daily excellent fresh and other platforms have also seen a similar increase.
CTR data also supports this trend, with channel scenarios such as overseas shopping, gifts and big stores falling from 7% to 56% in the outbreak, caused by negative factors such as outbound travel, social activity stopping and staffing transitions, and correspondingly, growth in new retail, online and small supermarkets ranging from 12% to 161%.
the migration of consumer channel preferences that corresponds to this, CTR concludes in its Report as "digital" and "near-field".
's not absolute. Costco, the largest U.S. chain of member warehouse vendors, for example, does not appear to have been affected by the outbreak, opening its fourth store in Chinese mainland in Hangzhou on August 3. This means that the impact of emergencies on the channel, although far-reaching, does not mean that the membership of the warehouse stores have no opportunity. As Yu Jian said: "The sense of value and experience, is still the development of the industry to grasp the core."
even if there is an outbreak, there has been no fundamental change in the advantages of home and store consumption. People want to be safe and fast on the channel, while retaining a yearning for the scene experience, which means that channel providers can still find advantages and opportunities that they can rely on.
changes in consumer values drive the rise of emerging categories
any public event that has influence throughout society will ultimately shake people's inherent values and trigger some interesting changes. Just as SARS in 2003 was widely regarded as the starting point for the development of e-commerce, it was this crisis that made people realize the unique value of online shopping.
similar cognitive changes have also re-emerged in this year's new coronary pneumonia outbreak, and this time the changes have focused more on values. For example, people are beginning to re-examine the value of the family in a crisis, because the family is the smallest unit that people can avoid in the face of disaster. That's why up to 78% of consumers are beginning to identify with the concept of "protecting the family, family first", a change in values that has expanded sales opportunities for many brands. For example, as a representative of the health wine brand, when the traditional scenes such as offline business dinners come to a standstill, the operators of the brand begin to try to tap into the value hidden in household consumption.
In addition, there are many more value changes that are quietly taking place, as noted in the report, 74 percent of consumers are looking for pleasure and pleasure in their lives, 76 percent are starting to value exercise, the percentage of environmental supporters is up 13 percentage points from last year, and 63 percent of consumers are seriously considering cutting unnecessary expenses.
changes at the value level often tear apart visible market opportunities. In the first half of this year, sales of organic warm milk rose 8 per cent year-on-year due to a preference for natural organics, with 41 per cent of consumers buying plant protein drinks, according to the report. In addition, the growing awareness of environmental protection has made 81% of consumers willing to pay more for environmentally friendly products.
it is worth noting that changes at the value level have long-lasting characteristics, and that the impact of the outbreak on consumer values will continue even into the post-epidemic era, which is a clue that all consumer brands must follow closely." How to adapt to Chinese changes in consumer goods, channels, values and behavior preferences that occur after the outbreak, or will directly determine the trend of enterprises in the new stage of increasingly fierce market competition.
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