11月26日,在2022世界农场动物福利与食物健康大会上,当当网创始人、早晚读书董事长、响珰珰董事长李国庆进行了题为《中国消费升级中的消费者偏好》的主题报告,对消费群体的四大消费偏好做了详细分析,以及动物福利产品的市场发展空间,并表示未来将不遗余力推动动物福利事业发展。
On November 26, at the 2022 World Conference on Farm Animal Welfare, Li Guoqing, Founder of Dangdang.com, gave a keynote report entitled "Consumer Preferences in Consumer Upgrading in China", giving a detailed analysis of the four major consumer preferences of consumer groups, as well as the market development space for animal welfare products. He said he would spare no effort to promote animal welfare in the future.
01报告摘要
01 Report Summary
李国庆表示,如今我国中产群体正在逐步增加,消费升级是大势所趋,消费升级中的消费者偏好,他提出新国潮、健康、动物福利、社会责任方面这四点。
Li said that as China's middle class is gradually increasing, consumption upgrading is the trend of The Times, and consumers prefer to upgrade their consumption. He put forward the four aspects of the new tide, health, animal welfare and social responsibility.
一是新国潮。近年来,国潮已成为新时尚。随着国内民众的民族自信心与日俱增,增加了对于国产产品的认同感。另外,一些风险投资机构对于国内的新国潮新品牌也给予了很大的支持,这两方面都助推了新国潮品牌的崛起。
First, the new national tide. In recent years, the national tide has become the new fashion. With the increasing national confidence of the domestic people, the sense of identity of domestic products has increased. In addition, some venture capital institutions also give great support to the domestic new Guochao brand, both of which promote the rise of the new Guochao brand.
二是健康。人们正在逐渐从吃得饱转为吃的好、吃的健康这个方向,尤其是当代年轻人,对动物源性食品中涉及添加剂、激素、抗生素比较敏感的,食材的选择也由低价逐渐转向了健康。随着自媒体时代的到来,大量食品安全问题逐渐被人们所熟知,通过降低生产成本从而野蛮生长的时代已经过去。
The second is health. People are gradually shifting from being full to eating well and eating healthily. Especially the contemporary young people, who are sensitive to additives, hormones and antibiotics in animal-derived food, are gradually turning to healthy food ingredients from low prices. With the advent of the era of "We media", a large number of food safety problems are gradually known to people. The era of wild growth through reducing production costs has passed.
三是动物福利。结合当下年轻人的素食主义文化。究其原因,大部分人并不是因为信仰,而是出于对动物的同理心,大家对于动物的宰杀方式、皮毛获取方式关注度较高。尤其是这十年来,动物福利的关注程度发生了很大的变化,虐待动物的视频在网上被曝光后,产生了青年人对动物福利的共鸣。虽然现在我国因资源短缺问题大力推动动物福利还面临一些阻碍,但他认为随着成本和消费能力升级以后,这个问题也会迎刃而解。
Third, animal welfare. Combine with the vegetarian culture of today's youth. The reason is that most people are not out of faith, but out of empathy for animals. People pay more attention to how animals are killed and how they get their fur. Especially in the past ten years, the degree of concern about animal welfare has changed a lot. After the video of animal abuse was exposed on the Internet, the resonance of animal welfare among young people has been generated. Although there are still some obstacles to the country's efforts to promote animal welfare due to resource shortage, he believes that this problem will be solved as costs and consumption power upgrade.
四是对社会责任企业,公益性企业。公众对于企业是否以盈利为目的并不关心,更为关心的是否对社会做出贡献和价值,能否通过企业文化引领消费者积极向善,尤其体现在新生代消费群体身上,他们更注重自己的消费体验感。
Fourth, social responsibility enterprises, public welfare enterprises. The public is not concerned about whether the enterprise is for the purpose of making profits, but more concerned about whether it makes contributions and values to the society, and whether it can lead consumers to be positive through the corporate culture. This is especially reflected in the new generation of consumer groups, who pay more attention to their own consumption experience.
最后,他表示消费升级中消费偏好不止以上四点,着重强调了90后、00后这一代人,他们的消费偏好还处在懵懂阶段,接下来他们将改变我们的品类,商品和品牌,只有把握住了年轻消费者的偏好,才能更坦然的迎接消费升级。并且他希望未来可以一同推动动物福利事业发展。
Finally, he said that consumption preference in consumption upgrading is more than the above four points, emphasizing the post-90s and post-00s generation, whose consumption preference is still in the ignorant stage. Next, they will change our categories, products and brands. Only by grasping the preferences of young consumers, can we embrace consumption upgrading more calmly. And he hopes to work together to promote animal welfare in the future.