Starbucks' self-proclaimed "third space" concept is in jeopardy amid the public opinion of "driving away the police" and the "price increase turmoil". The first milk tea, Nai Xue’s tea, which has extended this concept to the field of tea, recently released a performance forecast saying that the revenue in 2021 is expected to reach 4.28 billion yuan to 4.32 billion yuan, and the adjusted loss will be 135 million yuan to 165 million yuan. Yuan. A few months ago, Helens was listed on the Hong Kong stock market and became the first tavern in mainland China. Helens also constantly claimed to be the [social space] of the Z generation. Since the new consumption track exploded in 2020, many offline brands have been vying with Starbucks for the synonym of [third space], including but not limited to milk tea shops, coffee shops, taverns, and bookstores. And they all target Gen Z in unison. Regarding the consumption habits of Generation Z, it is interesting to compare the two sets of data. On the one hand, after all kinds of data have emphasized the stronger willingness to consume of concepts such as "face value", "interest", "health" and "brand added value" of the Z generation, the relevant new consumer brands use this to explain the "generation Z's first brand".
Three Spaces] Relevant concepts are extremely valuable to expand the imagination of chain brand stores for continuous expansion; On the other hand, from the perspective of consumer goods, the consumption of food and beverages such as ready-to-eat, home, and one-person food and beverages of Generation Z has shown a continuous upward trend. From the perspective of consumption channels, the proportion of online consumption of Generation Z is also of all ages. the highest in the tier. Behind these data Phone Number List is the fact that the population growth rate of mainland China continues to shrink significantly, and it is gradually and rapidly entering the population reality of an aging and low birthrate society.
As an offline consumer business concept, it is not only the "commercial value" advocated by the brand, but also played a relevant role in public social life in the past. However, as Gen Z, who are labelled as "Internet natives", do they still need or believe in the value represented by physical spaces such as [Third Space]? 01 The unique consumption characteristics of Gen Z As a way of dividing the population, Gen Z is not a Chinese concept. The generational division method that has formed a public consensus in China is to classify each century as a time, and divide a generation every 10 years, such as the post-80s, post-90s, and post-00s. The use of English letters to name generations is a concept in American society, which is roughly divided into 15 years. In the United States, "Generation X" is the generation born in 1965-1980, "Generation Y" is the generation born in 1980-1994, and the next generation born in 1995-2009 is called "Generation Z".