Affordable Alternatives Become Trendy, Creating a Festive Atmosphere With Christmas Decorations | Social Media Consumer Hotspots Express
By Industry Research Team
Key Points of This Issue:
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Compared to high-priced products, affordable skincare products are more recognized by consumers, and young people are increasingly seeking “cost-effectiveness.”
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Young people are keen on decorating with a Christmas atmosphere, driving sales of related products.
Living a budget-friendly life, using affordable makeup, and meticulously decorating their own rooms to create a Christmas atmosphere, what’s happening in the world of young people?
Thrifty Alternatives for a Budget-Friendly Lifestyle
Although today’s young people may not have much in savings, they have their unique ways of living each day in style. Specifically, young people have their own affordable alternatives in terms of skincare, travel, and dining. Instead of going for branded items, one might search for “stainless steel perforated sheet” instead of a high-end brand, “acrylic box” instead of “jewelry box”, and simply “cookie box” for a doll storage box. Some even meticulously compile pages of alternative comparison charts, offering all kinds of budget-friendly product alternatives, crafting a well-rounded, exquisite, and affordable lifestyle for young people.
According to Moojing Social Listening, from September to November 2023, the volume of mentions related to “affordable alternatives” on major media platforms reached 141,000 times.
In the beauty product sector, young people are no longer mindlessly obsessed with big brands. Instead of expensive skincare products costing thousands from luxury brands, domestic brands can cost as little as a few tens of RMB, making even college students feel comfortable using them. They also get a taste of the freedom of skincare without the hefty price tag. Brands like Clio, Imperialis, and Colorkey are frequently mentioned as affordable alternatives to big brands. Among these, Colorkey’s Airy Lip Glaze is hailed as the perfect alternative to Armani’s red-brown lip glaze, with a similar color and texture comparable to that of the high-end brand’s lip product.
BBIA’s compact powder is another brand that makes consumers exclaim “It’s not about not affording big brands, it’s about budget alternatives being more worthwhile.” Compared to the Nars compact powder costing around 400 RMB, the 60 RMB price of BBIA’s compact powder gives young people the confidence of luxury. According to Moojing Analysis+ data, BBIA’s brand sales on mainstream e-commerce platforms from August to November 2023 amounted to about 21.38 million RMB, with a sales increase of 153.8% year-over-year.
Budget-friendly products provide an experience akin to luxury brands at lower prices, allowing consumers to experience “ultimate cost-effectiveness.” As consumer perceptions change and they no longer blindly pursue high-priced goods, brands also need to rethink their product positioning.
Easily Create a Festive Christmas Atmosphere
The scent of winter spreads in every corner of streets and alleys, with various glittering Christmas decorations signaling the coming of Christmas. Giant Christmas trees and various background music enhance the festive mood, and many shops light up during this holiday to further amplify the festive atmosphere. On major media platforms, according to Moojing Social Listening data, from September to November 2023, the volume of interactions related to “Christmas decorations” was about 254,000 times, a month-on-month increase of 1530.09%.
Starting from scratch, DIY-ing your own Christmas tree is a unique romantic gesture of this season. Many people choose to give their homes a special decoration during this season with various spherical ornaments, dolls, glass candy jars, and all kinds of vintage fabric lamps as essential items for Christmas decor. Hanging Christmas hangings and wreaths on entrances, windows, or fireplaces can create a joyous and warm atmosphere, and blankets, cushions, and various dolls in Christmas colors can immerse the entire room in the festive spirit.
The pursuit of atmosphere by young people has further driven the sales of “Christmas” related products. According to Moojing Analysis+, on mainstream e-commerce platforms, creative dolls and creative ornaments related to Christmas are quite popular. Among them, creative dolls from September to November 2023 sold for about 1.436 million RMB, a year-over-year increase of 113.3%. A top-selling creative doll is the loopy Christmas reindeer plushie from Ji Mu Za Wu She, its adorable design fitting current trends.
The enthusiasm of consumers for Christmas decorations also reflects their pursuit of the rituals of life and their longing for a beautiful living, and releasing limited products around holidays is a common product strategy. As consumer needs continue to evolve, merchants and brand owners need to combine social media and e-commerce data to establish insights and capture market trends.
Summary
Consumer preferences are constantly changing, and whether they are seeking cost-effective products or atmosphere has brought new opportunities for businesses. Relevant merchants also need to think outside the box, continually updating their products to capture the hearts of consumers.