Unclear "new middle class" was conquered by Uniqlo?

Today, more and more brands are pursuing the so-called new middle class, trying to win the favor of this group through word-of-mouth and cross-border marketing methods.

What is the new middle class, do not want to be labeled, value is justice? What is their ideal life?

There is a definition of "new middle class" in the past: They are relatively young, and many of them are distributed in finance, consulting, internet, new media and other industries. Their parents may or may not be middle class students, but they are already accustomed to themselves and have the ability to enjoy consumer culture from the West.

Li called the beast's assumption about this group: If the previous generation of consumers' inner pursuits was concerned about the inability to complete the task, then this generation of young consumers is eager to miss the good life.

This afternoon, the "First Financial Weekly" and Uniqlo jointly issued the "New China Quality Product Life Report" (hereinafter referred to as the "Report"). Through collecting more than 12,000 valid questionnaires in more than 50 cities across the country, it outlines five major changes in China’s urban livelihoods and consumption patterns:

Quality first, ingenuity but also personality

The new middle class is a group of smart enough consumers, because they already have a certain degree of economic strength, they are not so sensitive to prices, regardless of the price level, but also care about the recognition of quality and detail. For the new middle class, it is not necessary to rely on big-name LOGOs to dedicate itself to identity and return to the pursuit of the essence of the goods - to make life better.

• Quality is the most important and attention to detail includes ingenuity: 90% of people buy a brand product because of good product quality; 84% pay more attention to quality than price.

• Life attitudes and values ​​are paramount: 68% of people choose to buy because brands can reflect their attitudes and values.

• Life needs to demonstrate personality and style: More than 60% of people spend more on clothing that embodies their individuality and style.

UNIQLO's classic collection of shirts, trousers, tannins, knitwear and other merchandise, to create a simple, simple, basic product for the city's new daily wardrobe with excellent quality and cost performance, to meet the business, leisure, life and other Scenes and diverse lifestyles have become an indispensable part of many new generations.

ULD Advanced Light Down Series

Enthusiastic cultural and creative, to poetry also want to distance

For the new middle class, culture and art are no longer a distant and cold existence, but can be within easy reach of everyone's life. Every penny they spend on cultural, creative and design experiences is paying for their ideal life.

• The cultural and creative arts experience is universal: 85% of people consumed entertainment such as music, movies, exhibitions, etc. in the past year, and 67% of people’s spending has increased significantly.

• Life must be poetry, but also far away: 72% of people spend significantly on “casual travel”.

• Aspiration for a beautiful art scene: Nearly 50% of people purchased cooperative costumes and put their ideas on.

In order to bring culture, art and creativity into everyone's life, Uniqlo sponsored MoMA (New York Museum of Modern Art) “UNIQLO Free Friday Night” to allow people to date art; and to support the world-famous art master KAWS in Shanghai. China's first exhibition, the introduction of a cooperative UT for the arts at your fingertips. The "World Culture T" series is a collection of thousands of world cultural ideas. It brings together the classic works of Andy Warhol, Keith Haring, Kusama and other art masters, and puts art to the upper body.

Uniqlo sponsors world trend art master KAWS China's first exhibition, Uniqlo sponsors New York Museum of Modern Art (MoMA) launches UNIQLO Friday night free night

Health is supreme, life is a sports field

The new middle class pays attention to both internal and external physical and mental health, work and family balance, and sports have become a part of life.

• Health First: “Health” and “Family” are the two words that contribute the most to the overall well-being of life.
• Pay equal attention to both body and mind, taking care of both inside and outside: 72% of people have experienced a significant increase in spending on physical and mental health, purchasing sportswear/sports equipment/courses/organic foods, etc. in recent years.

• Everywhere in life is a playground: 76% of people are willing to develop a habit of exercising at any time and place. The way to work, office, home and other places are all new choices for their sports.

UNIQLO's Sport series covers a wide range of functions such as quick-drying, breathable, elastic, windproof and rainproof. At the same time, it balances the sense of design and high-tech, and puts forward the concept that “life is a sports field”, allowing offices, parks, homes, classrooms, subways, etc. Each scene can become a healthy stretch of sports grounds, bringing a healthy experience that integrates exercise and life.

Uniqlo will also build a flagship store as a healthy life gas station, “Family Fun” and “Excellent Health”, inviting professional fitness instructors to lead consumers, media, and KOL to participate in sports classes and build shops into a good place for weekend health campaigns. Consumers do not forget to experience healthy life while they are busy working.

Uniqlo launches the new Sport series, advocating that life is everywhere # # of my sports field

No intelligence, no life

The new middle class pursues a more efficient and convenient life rhythm and enjoys the smart changes brought about by life.

• Smart life, a simple "point": 87% of people agree that intelligence makes life easier and more efficient.

• Cash-free society: The first choice for payment by 87% of people is mobile payments; 83% use mobile payments every day, and the use cases include scenes in life.

• Smarter data, more understanding: 80% of people are concerned about the accurate recommendations made by merchants through big data and spending habits; more than 50% of people are quick to feel good about brands because they provide the latest trend information.

Through digital content communication and experience interaction, Uniqlo helps consumers easily become consumer experience experts for new retail. UNIQLO’s diversified and powerful self-media digital platform is continuously providing the most abundant information and seamless online and offline services and experiences. Consumers experience “LifeWear suitability” as a “key” on their mobile phones. Go, let Technology possesses the temperature and is accompanied by a smart life in a new middle school anywhere.

UNIQLO's first store opened, single-click ordering 24 hours store delivery, UNIQLO "smart buyer" smart consumption one click on GO, UNIQLO full shop support cashless payment system

In the new retail era, everyone is an experience expert

Embrace the arts, pay attention to quality, health supreme, smart and efficient, and experience upgrades. The new middle class not only possesses poetry and distant dreams, but also cherishes every point in life. The most important thing is that for them, practicing a beautiful lifestyle is no longer an unreachable goal in life. It is a life style that is happening at every moment.

• Experience is king: 75% of people are willing to spend money in pursuit of better service and interactive experience; 62% of people pay more attention to experience in physical stores.

• Respect style: 70% of people quickly feel good because “the store displays are creative and creative”.

• Focus on service: Nearly 60% of people fall in love with a brand because of efficient after-sales service; more than 50% of people feel good about the brand because the store has “convenient and convenient payment service”.

• Under the experience economy, each city's new middle class has higher and higher requirements for the goods and services presented by the brand. They want to get more value-added services online or offline. Just like this, Uniqlo turns its shops into living experience halls: World Cultural Exhibition, Healthy Gas Station, Summer Cool House, which brings more fun experiences through creativity and design.

Uniqlo UT tide play world cultural exhibition, UNIQLO AIRism shop experience area

Uniqlo and "First Financial Weekly" jointly launched the "New China Quality Product Life Report", which found that "the new middle-class five major consumer spending changes" and the market insight behind it, not only to serve clothes