How Did Post-95 Consumers With No Savings Become Core Vape Buyers?

The post-95s (born between 1995 and 1999), also known as the Z generation, which is now young people aged 20-24, grew up in an era of rapid cultural and economic development. The social changes caused by the Internet are not worth mentioning in the 1995 era, because life should always be connected to WiFi, and it is no exaggeration to call them indigenous people in the digital age.

At present, some young people born in the 1995s are still studying, while some have just entered society and are not people with real financial strength. But compared with the post-80s and post-90s, the post-95s generation is rapidly growing into the mainstay of the Internet consumption era.

Overall, there are many labels on consumer behavior born in the 1995 generation, such as laziness, grass generation, economic appearance, hand-cutting, secondary yuan, cat economy... These diverse labels just show that the post-95s generation is a diverse group.

E-cigarette products have only been more than ten years since their birth, and they are also a very new consumer product category. According to consumption data in the past two years, the consumer group born in 1995 has risen and become one of the main forces.
 
It can be seen from the data that in the two years 2017-18, consumers born in the 1995s accounted for as much as 20% of the total consumers. If you include the post-90s generation, more than half of online consumers were born in the 1990s, that is, 20-30 years old Young people.

So, what are the consumption characteristics of this group of new humans without savings?

Feature 1: Online, e-commerce

In 2018, in iResearch's "Consumption Trend Report of the Generation of Grass Planting Generation Post-95s", about one-quarter of e-commerce users were born in the 1995s, and 63.9% of the respondents born in the 1995s browsed e-commerce platforms every day, and 10% will place orders for consumption, which is highly sticky to use.
 
In addition, in terms of channels for obtaining information, the preferred information media for the post-95s generation are social self-media such as Weixin Official Accounts, Weibo, and WeChat Circle of Friends, followed by various Short Video Internet platforms.

This is very consistent with the promotion method of e-cigarettes. In the online platform sector, it is very common for brands to use dual micro platforms as entrances to cultivate popularity.

Feature 2: Self, innovation

Under the condition that basic material needs are fully met, the post-95s generation seems to lack nothing. Therefore, in the process of consumption, the need for self-satisfaction is highly amplified. Buy what you like, high-quality things, rather than blindly following the trend.

The post-70s generation is loyal to the brand, the post-80s generation is loyal to the product, and the post-95s generation pursues change and is more willing to try Internet celebrity products and popular products to keep up with fashion trends.

Post-95 generation rarely buy big brands just to buy big brands, and are reluctant to use luxury goods as capital to show off, but the threshold for consumption is not low. They are more receptive to installment payments and buying second-hand products. Among them, purchasing second-hand goods does not mean being greedy for cheap, but many out-of-print, niche, novel or unobtainable through formal channels can be purchased through online second-hand trading platforms. This in turn reflects the pursuit of consumers born in 1995. Self-pursuit, loyalty to quality, and humanistic feelings.

Feature 3: Circle, social

China consumers believe in friends 'recommendations, and word of mouth of a product or brand trumps everything else.

All kinds of photos and sharing in the circle of friends stimulate the curiosity and desire to buy among onlookers. Young people and high-income groups, as active groups in online social networking, have also become leaders in social shopping.

Through the Internet, social circles are further subdivided. People born in the 1995s have many hobbies and are more willing to find a community with a sense of belonging online. These interest circles and communities also have a very objective influence on consumers 'purchases, and most consumers are more willing to believe in the products recommended in the circles.

“Planting grass to recommend something to others and make others like it is one of the labels born in the 1995 era. 41.8% of the post-95s generation said they would recommend easy-to-use brands and products to their relatives and friends.# p#pagination title #e#

Now, let's take a specific look at the consumption of e-cigarettes born in 1995. (Data source: CBN Data, First Financial Business Data Center)
 
What is the gender ratio?

There are more male consumers born in 1995, accounting for 2/3.
 

What type do you like after 1995?

Compared with heated non-combustible tobacco, atomized e-cigarettes have obvious overwhelming advantages. In addition, between 2017 and 18, young people's choice of atomized e-cigarettes also showed an upward trend. Heating and non-burning has not yet been opened in China, and there are few brands. Both sales channels and marketing models are much different from steam-type e-cigarettes.

Today, when the homogenization of atomized small cigarettes is serious, color and texture have become the focus of attention of the post-95s generation.

Black? Too disciplined!
 
Black is one of the basic style of various brands, and is also the main color purchased by people born in the 1995s.
 
However, the color choices of e-cigarettes on the market have increased. Black is too common and popular, and its preference is far inferior to niche colors such as silver and gray.

In addition to the simple black business appearance, the colors of e-cigarettes on the market are becoming more and more colorful.

For example, the mirror body of iLAX
 
Snow plus Snowplus pink
 
MOTI's rainbow color
 
Where do consumers come from? The Central Plains region cannot be ignored
 

In the preference ranking of the two categories of atomized cigarettes and heated non-burning, Beijing and Shanghai are not seen, and Guangdong Province, where Shenzhen, a major e-cigarette manufacturer, is located, is not the first.

The emergence of Henan Province is indeed very eye-catching.

The survey results show that the smoking rate among people over the age of 15 in Henan Province is 23.14%. The current daily smoking amount among smokers is 13.93 cigarettes, and 12.04% of smokers use e-cigarettes. This penetration rate is higher than the average of other provinces and cities in the country. It can be seen that the people of Henan have a high acceptance of e-cigarettes, and it is easier for young people to understand how they like to use e-cigarettes.

Geographically, Henan Province is located in the Central Plains of my country. Zhengzhou City, the capital of Henan Province, is a very important hub in the fields of railways, aviation, high-speed, electricity, postal telecommunications and other fields.# p#pagination title #e#

Many e-cigarette brands will also use Henan Province as an important channel to develop the Henan market.

Post-95, behind the new power of consumption

While sales are gradually increasing and young people have become the target group, the strategies used by major brands for the incremental market are very worthy of deliberation.

First, JUUL's youthful marketing method caused lawsuits, and then, iQOS completely withdrew from Social networks after being criticized for using Instagram Internet celebrities to bring goods. The younger generation is an opportunity commercially and a risk ethically.