See The New Consumption Trend In 2024 From The Last Quarter Of Tmall In March

This spring, the brand and business The romantic moves are still dizzying. Spring restriction, spring ceremony, outing travel... Any key word can hit consumers' hearts.

Whether it's just a few peach blossoms outside the bamboo, or the random flowers are becoming more attractive, they are all announcing the arrival of spring. Spring not only exists in the beautiful natural scenery, but also exists in the spring launch marketing of major brands and businesses. Everyone has made every effort to have a good spring!

Tmall platform Brand goods It also ushers in a new round of last season. How to create a spring marketing with brand characteristics, create a sense of spring ceremony and let users harvest good mood in spring has become the top priority.

Based on user and brand research, Tmall, together with Harvard Business Review (Chinese version), released the trend of the last quarter in March, launched the 2024 annual Tmall consumption trend report, and shared insights with brand merchants on the new consumption trend of this year. Let's see what the highlights are!

　　 Focus on 8 major trends and advocate 41 consumption scenarios

　　 Tmall consumption trend report Centering on the eight trend propositions of the new tone of the show, double mirror life, home first, endless fields, technology symbiosis, love what I love, local exploration, slow healing, etc., 41 trend scenarios were analyzed in detail, and the core supply and core population were deeply disassembled to help brands and businesses find the "key" to cut into consumers' hearts, Easy to catch the early spring marketing bus.

　　 Trend 1: New tunes of the show - find the show named "My Show" in the changing trend

Spring is a good time to go out and have fun. For consumers, the style of clothing naturally matches the life scene. Consumer psychology is changing, and new trends have emerged in the demand for clothing.

For example, consumers will integrate more emotional sustenance into their clothes. Whether they are chasing the retro trend, wearing bell bottoms back to the 1980s and 1990s, or integrating the national style into daily life, behind these clothes are people's recognition and yearning for classic culture.

For another example, in the ever-changing fashion trend, consumers will also stay awake and pay attention to their own needs. Fashion trend is very important, but comfort and casual wear are more important. Quality is the bottom line.

Moreover, with the increasing richness of life scenes, people's requirements for the richness of clothing styles have also been upgraded. Whether going to exhibitions, outdoor sports, or outdoor CityWalk, different life scenes have different clothing needs and style expressions. Hazzys city lightweight POLO shirt is a good way for young people to wear when they are walking in the city, which shows their individuality. Where to go and what to wear are very important.

(Picture source: Evolution: Tmall Consumption Trend Report in 2024)

　　 Trend 2: life in double mirror - magnifying every detail of life

It can be found in the trend report that the life of consumers is becoming more and more refined, with exquisite makeup, effective skin care, age based rearing, targeted fine washing, fine care, and male grooming. In each application scenario, consumers pay attention to the details of life. At present, consumers are more and more concerned about life, and their requirements for commodities are more refined and refined. In addition to the satisfaction of basic functions, they are more eager to get targeted and effective solutions in every detail of life.

For example, when going out everyday, consumers pay more attention to the use effect of sunscreen. Anresa has long been a favorite of consumers because of its high sunscreen power, hard core and light resistance.

(Picture source: Evolution: Tmall Consumption Trend Report in 2024)

　　 Trend 3: Home First - Small homes can accommodate big lives

For the daily high-pressure urbanites, only when they return home can they really relax, so consumers are becoming more and more fond of "making way" for their own homes. In addition, the external home is also the embodiment of people's personality. More and more people like to expose their home in social media. The application scenarios of mobile home, big item invisibility, beautiful tone home, slow wave sleeping and intelligent lazy home highlight the strength of people who are more willing to devote great efforts to the change of home environment!

Take Lin's home as an example, through the newly released series of sofas, create an "indoor paradise" atmosphere, so that consumers can feel beautiful and comfortable in the new ecological and fashionable home life.

Good growth has been achieved in bed products that can bring more comfortable sleep experience, such as down mattresses, milk down warm quilts, cloud quilts, etc. What deserves special attention is that people's persistence in pillows has been highlighted, and the GMV of deep sleep pillows has increased by 1300% year-on-year. After all, there is nothing to worry about that can't be solved by a good sleep. If you have trouble sleeping on your pillow, you can get a good sleep!

(Picture source: Evolution: Tmall Consumption Trend Report in 2024)

　　 Trend 4: Endless field - complete self dialogue and remodeling in sweat

There are 100 ways for young people to feel life and release pressure in the mountains. Sports not only become one of the ways to pursue a healthy life, but also carry people's social needs and expression of lifestyle.

Interestingly, we found that the scale of outdoor extreme sports such as skiing, surfing, bungee jumping, rock climbing, diving and so on is expanding, and the sales of related products are on the rise. Taking surfing as an example, the GMV of related products increased by more than 600% year on year, and the GMV of rock climbing products also increased by 180% year on year. However, the GMV of skiing has still increased by nearly 60% year on year after years of public vision.

In such extreme sports, consumers, while getting stimulating experience, are also in the process of challenging themselves again and again, chasing the desire for personal growth. They go to heaven and go to sea regardless of age, and it is common to challenge themselves!

It is important to choose a pair of good shoes with both beauty and practicality when going out! Feile, inheriting the century old fashion sports gene, easily captures the hearts of outdoor athletes!

(Picture source: Evolution: Tmall Consumption Trend Report in 2024)

　　 Trend 5: symbiosis of science and technology - take equipment and go to the future world

Consumers who are eager to experience the future choose "technology symbiosis". Whether it is AI new species, e-fashion clothing, Cyber new health care, high-energy new e-sports, virtual explorers, or a mirror into everything, young people are willing to spend money on technology products, pay more attention to professionalism in technology product consumption, and are willing to pay for excellent products, At the same time, we also pay more attention to the intelligent experience brought by technological innovation!]

Samsung mobile phones became the leader among the new technology brands launched in March, and the trend theme of smart living and office led to an upsurge of consumer purchase.

In addition, contemporary young people are quite serious about playing games. The data shows that "specialty" is the element they pay attention to when placing an order for game related goods. The GMV of goods with related keywords increased by nearly 500% year on year. It is worth paying attention to the female player group, which accounts for more than half of the consumers in the game equipment category! The products launched in response to their demands also showed good growth performance. For example, the GMV of e-sports equipment with female keywords increased by more than 40%, and the products highlighting the "cute" element increased by 150% year-on-year!

(Picture source: Evolution: Tmall Consumption Trend Report in 2024)

　　 Trend 6: Love what I love - Pay for emotional value

Paying for hobbies has become a mainstream trend in the contemporary consumer society. For the young generation, they pay more attention to their feelings and emotions. They no longer only value the practical value, but also pay more attention to whether it can meet their emotional needs and aesthetic preferences, and through continuous investment, they can obtain inner nourishment.

For example, an interesting phenomenon is that gold has become the favorite of young people, and young consumers have rediscovered the fashionable value of gold as part of their daily wear, which also promotes the sales of many gold jewelry. Among many gold consumer goods, gold rings are still hard currency, and GMV grew by more than 1500% year on year. Earrings, necklaces, bracelets and bracelets are also popular with consumers, and the growth rate of GMV is more than 500%.

Young people are more willing to pay for their favorite pets. The popular cat food, quality and gifts from the Royal Spring Festival Travel Notes are precisely insight into the psychological needs of young people to obtain emotional value from pets. These hobbies are not useless hobbies of burning money, but healing places where young people can breathe and recharge their souls when they are tired.

　　 Trend 7: Local exploration - close to nature and local culture

Today, consumers are exploring in a diversified way, integrating into the rich regional culture, authentic food and local scenery. Jump out of the fast-paced urban life, taste the delicious food, explore the cultural landscape, and discover a more diversified lifestyle.

For example, consumers are keen to buy local specialty food products, and feel the flavor and culture of different regions through travel on the tip of the tongue. Data shows that in the past year, the number of searches and orders for specialty foods in all regions has increased, with an overall increase of more than 160%, and the number of searches has increased by more than 150% year on year.

They will upgrade the car space carefully, explore the world without worry, and also set out wantonly. They will ride against the wind when they get on the motorcycle, enjoy the mountains, and focus on freedom and wanton! And riding a small electric donkey, young people prefer the No.9 electric motor, and easily start the journey of four motorcycle.

　　 Trend 8: Slow down healing - slow down and rebuild the order of body and mind

In the high-speed work and life, slowing down has become a common desire, and people are also looking for a new way of life that balances physical and mental order. Whether it's regular exercise, or careful attention to daily diet and marketing supplement, the main purpose of building a sense of life atmosphere is to get yourself in a good mood.

At the same time, consumers are increasingly in the state of "physical and mental support" in their healthy consumption, and more emotional value satisfaction is integrated into their care for physical health. For example, meditation, yoga and other exercise methods are also pursuing psychological peace. Massage is not only to dredge the meridians, but also to relieve pressure. When purchasing health care products, we hope not only nutrition is in place, but also experience optimization, simplify the rehabilitation links, and stop adding burden to the busy daily life.

Oriental art fragrance brand Guanxia to Summer focuses on olfactory therapy, which just meets the psychological needs of consumers to ease their mood and improve their quality of life.

From the above consumption trends, we can see that the consumption trend is changing with the consumption demand, but the underlying logic remains unchanged. How to grasp the consumption psychology, insight into consumption demand, care about the nature of consumption, skillfully transform the conventional seasonal innovation into a new way of interaction, and closely connect the product characteristics with a fun living state is the top priority.

Of course, it will be launched in March Marketing It's just a beginning, and spring has just begun. Let's look forward to more wonderful answers from major brands and businesses!