“Although the name ‘lazy economy’ doesn’t sound good, it does give consumers great convenience,” Mr. Lin, who has just entered the workplace, told reporters. “From the scheduled door-to-door house cleaning before the new year, to the new year’s Eve dinner, and various errand services, these are really very convenient.”
During the Spring Festival, the reporter found that the new trend of “lazy” economy has developed rapidly and become a new outlet in the consumption of the Spring Festival.
“lazy people” become a new outlet for Spring Festival consumption
On the second day of the lunar new year, the reporter found that the “take out” service had started.
Hungry, order takeout online; Reunion banquet, online booking package; Clean up the house and make an appointment for housekeeping door-to-door service; Choose new year clothes and visit online shopping malls… From “Online +” to running errands and doing labor on behalf of others, “lazy economy” came into being.
During the Spring Festival holiday, the reporter found that the “lazy economy” was very popular, and the fields involved extended from takeout services to housekeeping, express delivery, e-commerce and other fields.
“Preparing new year’s goods, cleaning up, visiting relatives… It’s impossible to be busy during the Spring Festival.” Mr. Lin told reporters, “Now there are all kinds of errands and door-to-door services, which really saves me a lot of energy. The most tiring thing every year is the cleaning before the Spring Festival. With my parents getting old, it’s really hard for me to deal with it alone, so I booked a door-to-door ‘deep cleaning’ in advance this year. Two housekeeping aunts cleaned up the house in one afternoon. This money is really worth it 。”
Behind the booming economy of “lazy people” is that the young generation of post-90s and post-00s has gradually become the main force of consumption. This new consumption mode is catering to the young generation’s yearning for convenient, efficient, quality and intelligent life, and also conforms to the general trend of the development of digital economy. On the other hand, with the changes of people’s living needs and consumption habits, it also promotes the development of “lazy” economy.
door to door banquet service: Western buffet
On the second day of the lunar new year, Mr. Li, the chef, returned to the restaurant early. At noon on that day, they had an order for “wine”.
In the fourth and fifth tier cities where the reporter is located, the door-to-door banquet service is very popular because of its “low price and high quality”. Compared with the traditional flow banquet, Mr. Li tried to “non mainstream” this time.
“The customer who placed the order this time was a young man, who put the full moon wine for the children in advance. Because they prefer an open atmosphere, they also chose a western buffet to replace our past running banquet.”
“Indeed, over the years, our restaurants have been trying to provide more choices to young consumers to meet their requirements.” Mr. Li introduced to reporters.
businesses actively prepare for war and embrace “Youth” and “digitization”
“Lazy man” economy provides more convenience and more choices for young consumers; In contrast, the favor and more demand of young consumers have also promoted the development of “lazy” economy.
In fact, e-commerce services with a wider audience have already actively marched towards youth and digitization.
“Send new year’s gifts online and buy new year’s flavor online” has become a New Year custom. This Spring Festival, in order to better play with young consumers and create a fresh “year flavor” experience, more and more brands are also adding new ways of digital play.
The reporter learned that since January this year, meituan flash purchase, optimization and other businesses have jointly launched the “Spring Festival does not close” activity to provide consumers with the fastest 30 minute delivery service, covering drinks and snacks, agricultural and sideline products, digital 3C and other categories.
In addition, in order to meet the needs of consumers for online shopping of new year goods, rookies invested 150000 people during the Spring Festival, relying on the self built self logistics system outside China to ensure that Taobao tmall consumers in about 300 cities across the country receive goods as usual.
On tmall platform, the sales volume of prefabricated vegetables increased by more than 100% year-on-year. Semi finished dishes with regional characteristics, such as chicken with pepper, Buddha jumping over the wall and chicken wrapped in pork tripe, are especially popular with Post-70s and post-80s consumers.
Jingdong data show that before the Spring Festival, the sales volume of online shopping for new year’s Eve dinner increased by more than 170% year-on-year. The new year’s Eve dinner with the highest turnover during the Spring Festival in 2022 is the Buddha jumping wall family dress, seafood gift box, large gift bag, time-honored cooked food and cured meat gift box, roast chicken and pig’s feet ham gift box, etc.
In addition to e-commerce, the home appliance industry is also actively catering to the “lazy” economy for innovation.
Huaan Securities Co.Ltd(600909) the light industry manufacturing team said that driven by “lazy” household appliances, there are still opportunities for product innovation and business quality to promote each other in the household appliance industry, especially in the context of marketing and channel integration jointly promoted by social e-commerce and live e-commerce, enterprises that can quickly seize the opportunity of channel change, build the integration of private and public traffic and open up a new marketing model, It is expected to create a new situation of performance growth.
The reporter visited a number of home appliance sales outlets and found that home appliance products represented by floor washing machines, non washing wall breaking machines and electric toothbrushes are favored by consumers.
In the era of lazy economy, consumers have higher demand for quality of life. Behind this, emancipating hands is an essential need, but there are still pain points to be solved for some products or services.
“In China’s family life, housework accounts for a large proportion of the time. The data show that the average time of housework in China is 86 minutes, accounting for 53% of the time of family life. Under the ‘lazy economy’, there is a demand for dishwashers and other categories.” Huachuang securities home appliance team explained with dishwasher distance, “In terms of Engineering channels, in recent years, the matching rate of dishwashers in the refined decoration room has increased year by year, further increasing the demand for dishwashers. However, the current products are still in the introduction period, and there is still room for optimization of functions and technologies. According to the analysis of microblog hot comments, users have a high overall evaluation of dishwashers, but complain about the long setting time. According to the analysis of JD’s evaluation, the installation problem is online Main issues of concern to customers. In view of these pain points, Chinese manufacturers need to make more improvement measures. “
