Analysis on the dynamic consumption of the end of 2020

        By the end of 2020, how about the participation of Taiwan consumers in major consumption schedules? When do you start to pay attention to the discount information? Is the main shopping channel online or offline? What media channels do most consumers access to schedule information? What items were purchased? How much is the consumption amount and how much is the increase or decrease? This issue of go survey will take you to understand the consumption trend of consumers at the end of 2020, so that you can provide more solutions to meet the consumption demand in the future marketing activities!

        Major department stores anniversary, double 11, Black Friday, double 12 Shopping Festival In order to seize business opportunities, businesses are offering discounts one after another. Meanwhile, they are increasing their marketing budget, so as to ensure that the sales performance of the festival schedule will be prosperous all the way!

        By observing the participation of consumers in different periods at the end of 2020, 91% of consumers spend at the end of the year, an increase of 4% compared with last year. Among them, the participation rate of double 11 is the highest (73%), followed by double 12 (61%) and department store anniversary (49%). As for black five, only 25% of the public participate. The participation rate of department store anniversary celebration declined slightly (- 2%) compared with last year, while double 11 and black five increased by 5% and 4% compared with last year, and double 12 increased by 24%. It is speculated that in order to continue double 11 buying, various e-commerce platforms strongly launched double 12 shopping, prompting consumers to settle shopping carts in the last wave of promotion at the end of the year.

        In the end of 2020, the participation rate of "married with children under 12 years old" is the highest (58%); the participation rate of double 11 is the highest (80%); the participation rate of male in black five is higher than that of other customers (28%); the participation rate of 30 generations is more active in double 12 (67%).

        According to the re purchase status of people in different periods (participation status in 2019 and 2020), 62% of people have participated in the double 11 period for two consecutive years, and the re purchase rate of department store anniversary ranked the second (43%); double 12 brought in the most new customers (27%) in 2020, mainly bringing in more women (55%) and married customers with children (42%); compared with the previous year, department store anniversary lost nearly 10% (8%).

        It can be seen from the above data that the year-end schedule has become a shopping event that consumers are looking forward to, and the willingness to participate in purchasing has increased year by year. Therefore, it will be an important challenge for brands in the end of 2021 how to successfully drive buying in the competitive shopping season.

                Consumers spend the most in the "department store anniversary" period

        What is the overall activity satisfaction or discount satisfaction of the public in each schedule? How about the consumption power and changes? Taking the anniversary of department stores as an example, consumers spent the highest sum of money in the "anniversary of department stores" ($18K) due to the high customer price of beauty care products, clothing, international boutiques, etc. among them, 57% of the ethnic groups spent more money on the whole file than last year, and nearly 80% of them were satisfied with the activities. 38% of them thought that the discount was better than last year. However, consumers were more satisfied with the anniversary of department stores The gap between discount feeling and actual consumption amount is the largest (- 19%), which shows other service kinetic energy to stimulate consumption It is another opportunity for the brand to create the annual revenue of department stores.

                The anniversary of department stores can be publicized one month ago, and double 11 and double 12 can be exposed 1-2 weeks ago

        When do people usually start to pay attention to the special offers or prepare shopping lists? According to the go survey, regardless of the schedule, consumers will do their homework first. Among them, 34% of the people will study the anniversary of department stores one month ago, while more than 60% of the people will pay attention to the preferential activities of double 11 (64%) and double 12 (65%) one to two weeks ago. The brand needs to ensure that the anniversary of department stores starts one month ago, while the double 11 and double 12 schedules start their publicity activities one to two weeks ago to provide commodity discounts and activity information, so that their own goods and services can be included in the consumer's purchase list.

        It is an indisputable fact that the schedule activities should be pre heated, and the detailed preferential activities and must buy strategy are even more important communication messages. If brands can plan communication in advance, they will have the opportunity to set off a rush to buy.

                The anniversary of department stores is still dominated by physical shopping, while online shopping is dominated by double 11 and double 12

        According to the survey of purchasing channels in different periods, only about 20% of department stores still choose online shopping for their anniversaries. The reason is that apart from the existing physical marketing mode of department stores, most consumers buy high priced goods at department stores' anniversaries, and they are relatively concerned about on-site experience and accessible participation mode, so as to ensure that they can obtain accurate and complete goods Although shuang-12 mainly focuses on online shopping, nearly 30% of its customers participate in the schedule activities launched by the physical channel; while hei-5 is 80% on the Internet and 60% on the physical channel. It can be seen that the competition of purchasing channel is no longer limited to single online or offline channel. Only the experience layout of the whole channel can improve the consumption experience and change orders.

                Consumers prefer to buy popular products on the anniversary of department stores, and daily necessities on double 11 and double 12

        What goods do people usually buy in different periods? The survey results show that consumers especially favor popular commodities during the anniversary of department stores, especially the beauty care products, men's and women's clothing and international boutiques with high customer price. In the double 11 and double 12 periods, daily necessities (such as household necessities, consumer electronics 3C products and personal cleaning products) occupy the top three of the list, and the relative cumulative consumption amount is lower than that of the anniversary of department stores In addition, leisure and health food are also the focus of online sales, and double 11 especially drive the hot sale of meal coupons.

                Looking at the items purchased by different ethnic groups in different periods, "large and small household appliances" and "men's clothing accessories" are more prominent than other periods in department store Zhou Qing, attracting 30 / 40 generations and married customers without children; while in double 11 and double 12 periods, "leisure food" attracts single people, "health food" and "household kitchen cleaning products" attract 50 generations of customers; and "pets" attract more customers In shuang-12 period, products are more attractive to 20 / 40 generations and married customers without children. No matter what period, parent-child products / baby toys are most attractive to parents with children under 12 years old.

        It is suggested that brands should flexibly use new topic products, hot / popular star products and high CP value combination products, and combine with schedule activities to convey concise and powerful activity information and main product discounts, so as to establish an unshakable position on the must buy list of consumers.

                Discount is still the main inducement of schedule consumption

        The results show that discount is still the main incentive for people to choose to spend in the event schedule, especially for the anniversary of department stores; as for the double 11 and double 12 online schedules, they still rely on free shipping to promote consumption; in addition, channel plus discount and credit card matching activities can also effectively promote people's consumption in black five.

                Line, FB and online search are necessary communication channels for major schedules

        Digital media such as line (49%), FB (47%) and online browsing / searching webpage / official website (45%) are the main channels for consumers to obtain the information of the event schedule, followed by traditional media such as TV (37%), DM (37%) and EDM (36%). For the customers participating in the anniversary celebration and black five of department stores, we can also focus on the operation and communication of traditional media (such as DM, EDM, TV, store furnishings, etc.).

        In response to the normal situation of mobile shopping, the communication planning of social media has become a must for schedule marketing. "Shopping by mobile phone", "movie shopping guide" and "community, private message shopping guide" will be important channels for brand marketing in the future.

                Based on the above survey, brands should grasp the consumption trends of each schedule, seize the business opportunities at the end of 2021, and adjust different business priorities according to the different customer demand of each schedule

        ⮚ anniversary of department stores: focus on consumers who are married and have children, prefer physical experience and accessible purchase methods; brand discount activities can start one month earlier, and use beauty care products, clothing, boutiques and shoelaces to promote sales, combined with commodity discount. In addition to line, FB and online search, we can also make good use of DM, EDM, TV, store furnishings and other media to operate communication.

        ⮚ double 11: focus on the 20 generation consumer group, prefer online shopping; brand discount activities can start 1-2 weeks earlier, use daily necessities, leisure health food, meal vouchers to drive sales, combine with free transportation activities, and make good use of line, FB, online search and other media operation and communication.

        ⮚ black five: it focuses on male consumers and can be purchased both physically and online; brand promotion activities can start 1-2 weeks in advance, using life and popular products to promote sales, combined with channel overweight and credit card activities; besides line, FB and online search, it can also make good use of DM, EDM, TV, in store furnishings and other media to operate communication.

        ⮚ double 12: focus on 30 generations of consumers, prefer online shopping; brand preferential activities can start 1-2 weeks earlier, use daily necessities, leisure health food, men's and women's clothing to drive sales, combine with free transportation activities, and make good use of line, FB, online search and other media operation and communication.

        Survey description: This is the online survey conducted by go survey market research consultant on go survey platform from December 25, 2020 to December 31, 2020. A total of 800 samples were collected. The respondents were happy go cardholder aged 18-59.

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