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".

At the time of the rise of Jack Ma once believed that's self-operated business model was difficult to develop sustainably. After the two e-commerce giants Alibaba and have a relatively stable pattern, the capital market generally believes that the competition of e-commerce has settled. With the birth of Pinduoduo, no one can judge the future of e-commerce with great certainty. With the acceleration of resource mobilization and dividend digestion, in the second half of e-commerce, "cats and dogs" gradually moved towards a three-point pattern. According to the market share of e-commerce retail platforms disclosed by relevant agencies in 2021, Taobao market accounts for 53%, accounts for 20%, and Pinduoduo holds 15% of the market share. The remaining Douyin, Kuaishou, and Suning are still struggling to grab more cakes. It is said that one third of the Internet industry is the whole process. The three giants are gradually taking shape and taking a firm position. Does this mean that the e-commerce industry has come to an end? 1. The more e-commerce giants are, the harder it is to do business? The development of the e-commerce industry seems to have become a sad topic on the Internet in recent years. In the Q3 results of the 2022 fiscal year just announced by Ali on February 24, the net profit was 20.429 billion yuan, a year-on-year decrease of 75%.'s operating profit in the third quarter of last year was 2.6 billion yuan, down 40.9% from 4.4 billion yuan in the same period last year. Pinduoduo’s Q3 revenue last year increased by 51.4% compared with the same period last year, and the growth rate has Phone Number List fallen sharply (89% in the last quarter), and the growth of the number of monthly active users has almost stagnated. Even Ali’s growth rate on Double Eleven last year was only 8.45%, a record low, and major platforms no longer promote GMV in a high-profile manner. Some netizens ridiculed last year's e-commerce festival. The most ruthless discounts may not be the products you buy online, but the stock prices of e-commerce giants. Judging from the performance of the platform, it seems that the e-commerce industry has entered the stock stage, and increments are hard to find. Since the 2021 fiscal quarter, Alibaba has mentioned in almost every quarterly earnings report that it will sacrifice some of its profits in exchange for longer-term development. Under the competition, the gross profit margin of the three major platforms declined collectively. Although the e-commerce industry is in a bleak situation and its growth is becoming more and more difficult, ironically, new entrants such as Douyin and Kuaishou still want to enter, raising the banners of interest in e-commerce and trust in e-commerce respectively, and there is not much left to snatch.