Layout and analysis of domestic consumer market.

        As the epidemic heats up and the domestic situation raises the alarm again, what is the people's consumer confidence? What business opportunities must be grasped in the new life of epidemic prevention, home office and stay at home economy? As the epidemic situation fluctuates, in addition to health issues, what business opportunities deserve attention? At a time of public unrest, Tianxia innovation college and go survey jointly analyze the domestic consumer market express for you, extract key insights such as "consumer confidence", "potential market" and "future business opportunities" from the data, and let you take the lead!

        Hot investment and cold consumption? Internal panic continued to heat up and consumer confidence declined: in the second quarter of 2021, Taiwan was in the outbreak of a new wave of epidemic, and the consumer market was tested again. Since the outbreak continued, household expenditure has remained tight. Even if the epidemic stabilized in the second half of 2020, from the figures in the first quarter of 2021, although people are optimistic about stock market and real estate investment, they still can not save the declining consumer confidence.

        Are you a necessity for consumers? People delay enjoyment, and unnecessary expenditure is tightened: People's entertainment consumption habits have changed, money is only spent on the knife edge, leisure, entertainment and foreign food have been greatly reduced, and the main consumption items are household goods, childcare expenses, medical care, investment and financial management.

        The market potential of long-distance and 5g is high, and the layout and attack in advance: a large number of video conferences and remote work push up the demand for long-distance treatment, and even hospitals adopt long-distance treatment, and the information transmission speed determines the satisfaction of experience! Compared with last year, 5g infrastructure and application scenarios have not been fully popularized. At this time, operators should actively expand the layout of 5g infrastructure to make the upgrading of services with low delay and zero time difference more interesting.

        Fresh business opportunities broke out, and supermarkets and supermarkets became the channels for strategists: the rise of health awareness and the increase of the proportion of self cooking at home led to the booming consumption of fresh refrigeration, brewing food and drink, snacks and instant noodles. It is noteworthy that the survey shows that people prefer to spend in convenience stores and supermarkets, and buy more as they are closer to home, which also means that enterprises must find ways to seize the nearest and most secure access to consumers through joint brand goods or seasonal theme exhibitions.

        For 12 consecutive months, the epidemic situation was worried and the economic boom was not as optimistic as expected

        Taiwan's economic growth rate (GDP) in the first quarter of 2021 has just opened a red market, reaching a new high in recent 10 years (8.16%), but people's confidence is not so optimistic. Looking back on 2020, in the first half of the year, the public was optimistic about investment and real estate investment compared with the previous year, and pessimistic about the employment market, economic prosperity and individual family economy. Although the epidemic was properly controlled in the fourth quarter and people's confidence recovered, the epidemic in Taiwan began to be severe in the second quarter of 2021, and the public's confidence in the consumer market was tested again, Future economic changes are bound to be impacted.

                Further observation, the novel coronavirus pneumonia is the most worrying topic for the public (47%), and the impact level is not only about life safety, but also on the development of political and economic development in various countries (worrying about the national economy 26%, worrying about the international economic situation 16%). As far as the consumer market is concerned, a wide range of industries have been affected, and vaccination programs and penetration rates will be the focus of attention.

                Consumption power has not yet recovered, and consumers are more careful with their money

        The survey pointed out that nearly 40% of people's household expenditure decreased. For example, in the fourth quarter of 2020, compared with the same period last year, nearly 10% of household expenditure decreased (vs.y19 second half + 9%), while the number of households with unchanged expenditure also continued to increase (vs.y19 second half + 14%). Through in-depth analysis of the reasons for the decrease in household expenditure, it is mainly due to the sharp decline in the cost of outdoor or indoor leisure and entertainment and external food, and the use of funds has shifted to the necessary expenses such as household goods, childcare, medical care and investment and financial management. It can be seen that delaying pleasure and spending money on the knife edge has gradually become a new consumption habit after the epidemic.

                On the other hand novel coronavirus pneumonia also changes the way of life of the Chinese people, and it also responds to the arrangement of vacations. Both annual long holidays and short holidays have been reduced one after another. On the contrary, the future trend of "domestic light tourism" is promising. How to continuously grasp domestic tourism business opportunities under the change of epidemic situation has become an important topic.

        5g has great market potential and should be the first to insert flags and long-distance business opportunities

        According to the survey, at present, the popularity of 5g in Taiwan is not qualified. Only 5% of the people have applied for 5g, and many people are still in the wait-and-see stage. Analyze the two reasons why consumers are reluctant to upgrade 5g: the information fee is too high (25%), the mobile phone function does not support 5g, and there is no plan to change the mobile phone in the near future (16%).

                When home office becomes the new normal, the demand for "distance economy" continues to soar! Enterprises not only use video conferencing and remote work on a large scale, but many hospital institutions also implement long-distance consultation, and schools and tutorial classes comprehensively start long-distance teaching. Operators should actively take the lead in the layout of three major fields: high-quality video and audio transmission, Internet of things (IOT) and smart appliances, expand 5g infrastructure, and make services with low delay and zero time difference.

        The closer you are, the more convenience stores and supermarkets you buy, and the consumption exceeds that of large stores

        Through in-depth observation of the quarterly consumption profile of physical channels, people's consumption power in supermarkets and supermarkets showed a stable growth, while department stores and shopping centers, heavyweight players in retail channels, declined due to the impact of the epidemic. Taking stock of consumers' favorite channels during the epidemic, high-density convenience stores close to home occupied the first place (84%), followed by supermarkets (74%), department stores (69%) and mass merchandisers (68%).

                In addition to physical shopping from far to near, zero contact consumption is the biggest winner! 70% of the people are willing to use e-commerce for shopping, and they grew against the trend driven by double 11 and double 12 last year. It is worth noting that the consumption power of the catering delivery platform is also rising rapidly. Compared with last year, it is increased by 14% in 2020. It can also be found that its kinetic energy is still growing, and its utilization rate is closer to 40% in the first quarter of 2021.

                Health awareness rose, fresh food and home cleaning sales exploded

        During the epidemic period, the proportion of self cooking at home and health awareness were improved. In terms of consumer goods in mass selling supermarkets, fresh and cold storage, brewing food and drinks, snacks and beverages were the main food items to attract consumers to consume in mass selling supermarkets. Among them, the consumption momentum of milk and eggs, frozen conditioning and instant noodles in food increased by 2% compared with last year; Toilet paper, household cleaning, personal cleaning and women's hygiene are the non food items that mainly attract consumers to consume in mass merchandiser supermarkets. On the other hand, the main consumer goods in the physical channel are toilet paper, family cleaning, personal cleaning and women's health, which must be supplemented immediately. As for non food items, they are transferred to online purchase, and the physical mass selling supermarket industry is facing the transformation challenge.

                In addition, summer drinks and ice products can meet seasonal consumer demand, and tying and wrapping strategies will be highlights to boost performance.

        Looking forward to the third quarter of 2021, the epidemic has severely undermined consumer confidence. It is necessary to draw up consumer opportunities as soon as possible, as well as 5g network infrastructure to quickly respond to changing consumer demand, which will be a major issue for the sustainable growth of various industries.

        * survey description: the "consumer market trend survey" is the go surf Market Research Consultant. Since 2020, it has carried out online survey on the go surf platform every month. 600 ~ 800 samples have been recovered every month. After continuous tracking for 12 months, a total of 9933 samples have been recovered. The respondents are 18 ~ 70 years old. In the past month, they have been in department stores, mass merchandisers Happy go cardholder consumed in supermarkets or online platforms.