Text/Pan Chunhua
On the first day of normal resumption of work, the author, like most groups who have returned to work offline, faced the thought and discussion of redeploying work this year in the face of the impact of the epidemic.
Needless to say the scene, several core executives (the number cannot be large, only 5 people, must wear masks and keep a safe distance from each other) met and expressed their opinions on the current situation.
When analyzing the situation and making judgments, the boss of the author's group mentioned: With such a long period of home isolation, various offline shops cannot operate normally. Although it is for a period of time, however, if we think more deeply,it may be It will lead to an essential change - the consumption habits of mass consumption will directly become habits that are different from traditional ones.
It is indeed the boss, and as soon as he said this, he hit the nail on the head!
Public consumption habits have changed, which is scary to think about.
The author has repeatedly thought about the possible impact of the epidemic on the industry before starting work. There have also been manuscripts published before: the impact of the epidemic on macroeconomic development and the impact on the industrial chain. The impact on terminal stores and dealers will be far-reaching. But when it comes to the real essence, the possibility of changing public consumption habits is the essence!
Anyone with a little knowledge of psychology should know that there has been professional research in psychology. Generally speaking, the shortest period for an ordinary person to develop a habit is one month. Developing a habit in 30 days is in line with most human behavior.
After the outbreak of the epidemic, the time for everyone to be quarantined at home collectively, if calculated from the time when large-scale residents were required to be quarantined at home in various parts of the country, it should have started around January 22, which is around New Year's Eve. It is exactly one month from January 22nd to today, February 21st, when the author wrote this article.
Moreover, so far, although some regional governments have gradually relaxed restrictions on companies resuming work, they have not clearly relaxed controls on home isolation for the public. The control of communities, streets, villages and towns remains motionless.
At the same time, for some industries that are not necessities for people's livelihood, many regional governments still adopt a conservative strategy of reopening work. As for industries such as catering, entertainment and tourism, according to the current analysis and speculation of many experts from all walks of life, , and will not let go too early. Also based on security and liability considerations, many companies (such as terminal stores) are afraid to open it soon.
On the other hand, from the general publicFrom a general psychological level, even if we are currently relaxed, after this round of national epidemic prevention war, it may still take a while to go to offline gatherings for consumption (stores, large shopping malls, etc.) without psychological burden. ——Although another theory is that there may be a rebound of "retaliatory consumption", it is believed that this time will continue to be delayed. Some experts once said that this rebound may occur in the middle of the year, that is, after June.
Based on the analysis of the above reasons, this "stay-at-home" living situation is very likely to continue for at least half a month or even a month or more. From this point of view, the public’s “stay-at-home” state, from a time perspective, fully satisfies the development cycle of a new behavioral habit.
So, what consumption habits may people develop during their "stay-at-home" life?
The most direct, daily consumption is done online - including the purchase of vegetables, daily necessities, etc.
Since more people are living “at home” and some shopping consumption necessary for life has been “forced” to move from offline to online, they have finally adapted to and developed this kind of online consumption. HabitsIn fact, there is no need to say more. Merchants should be able to understand the possibility of future changes in the series caused by this.
Moreover,This time of “forced stay-at-home life” has not only further consolidated the online consumption habits of young people, but also brought a large number of people born in the 1970s and even those born in the 1970s who still follow traditional offline consumption habits. The conservative post-60s group has collectively moved from offline consumption to online consumption, and they have successfully experienced the convenience, discounts and other advantages of online consumption.
Readers can observe whether their relatives around them are like this. Let’s not talk about it from afar, just say that around me, my mother-in-law knows how to shop and sell online.
The author believes that if this consumption habit is finally formed, it is inevitable that the trend of e-commerce or online sales will further flourish.
Looking at the ceramic industry, particularly worth mentioning are:E-commerce has been called e-commerce for more than ten years by industry people, and new retail has been called for four or five years. Perhaps after this epidemic, continuous exploration and attempts in 2018 and 2019 were forced by various terminal situations. After that, finally in 2020, thanks to the impact of the epidemic (on the one hand, it cultivates and consolidates the public’s online consumption habits, on the other hand, terminal stores have long been empty), it is expected that it will finally usher in its true significance.
Faced with this possibility, who will be the first pig to fly into the sky? We might as well wait and see!
