How do people inject new life under the epidemic?

Di Danqi can’t remember how many bottles of Dettol he bought last year. She opened an English training school called Xinqiyasi in her hometown of Chengdu. In May of last year, after the offline classes resumed, they always paid attention to the killing work in the teaching space. “Sometimes we all feel that the school smells like a hospital.”

For the education industry that has experienced many ups and downs in 2020, paying attention to health protection is only one of the most intuitive changes brought about by the epidemic.

For this small educational institution, how to maintain the emotional connection with the students during the period when classes were suspended at the beginning of the year is also a big problem. In order to let everyone remember how they feel about preparing for studying abroad even when they can’t meet each other, Di Danqi and his colleagues thought of making some school surroundings, such as mobile phone cases with teacher’s avatars, and shopping with English anti-epidemic propaganda. bag. Many students have chosen one or two cultural and creative products for themselves, and took photos of these surrounding areas to return to the pictures. However, although the children are cheering, they sometimes jokingly say to Di Danqi that if you want to make good cultural and creative products, you still have to learn a lot from brands such as Uniqlo.

Young people wearing Uniqlo’s UT World Cultural and Creative Pioneer Series connect and resonate with their lives and artworks through UT.

Although offline teaching resumed in May, Di Danqi saw that many cultural exchange activities in the past could not be resumed for the time being, so he tried to find a way to co-organize a movie night with Chengdu Sanhe Classic Car Museum to celebrate the resumption of work in the cinema; when he was unable to go abroad, he even went out. In the case of uneasy dining, many countries-themed food and clothing sharing activities were held. Everyone brought home-made food, learned the language of various countries to express food, and experienced the atmosphere of cross-cultural communication.

The positive feedback from students and parents made her feel that cultural and creative experiences can indeed open a window for everyone in the limited living space.

From January 15 to January 31, 2021, China Business News magazine and Uniqlo and the Decision and Behavioral Science Research Center of the School of Management of Fudan University jointly launched the 2021 “New Machine Consumption Survey”, and asked 9372 people of all ages from all over the country. Interviewees in Duan asked about the changes in their lives after the outbreak of the new crown epidemic, and found six major changes through the survey: the epidemic made the pursuit of health a long-term and stable goal for people; promoted the reshaping of the boundary of people’s work and life; People are eager to create a “space for physical and mental accommodation”; sustainable development is no longer dispensable; people begin to adopt a consumer attitude that takes into account both quality and benefits; exploring the “new radius” of life has become a new trend.

Wearing Uniqlo Life Sports Series, whether indoors or outdoors, can make sports more relaxed.

One of the consumption drivers brought about by many changes is that people are more eager to get spiritual comfort from culture and art, and this has given birth to new consumer demands. In the survey, 15.46% of the respondents paid more attention to art, design and cultural experience after the outbreak, and set aside a “fixed” family budget for cultural life. Among them, 84.13% planned to do so after the outbreak ended. Still maintain the consumption habits of cultural and artistic experience.

As the planner of the questionnaire survey, Jin Liyin, a professor in the Department of Marketing of the School of Management of Fudan University, himself found a lot of resonance in the findings of the report, such as people’s investment in light exercise.

Four or five years ago, Jin Liyin also specially applied for a fitness card, but he had to take time to go to the gym with equipment. He failed to stick to the model of lifting iron with purpose under the supervision of the coach.

At the beginning of last year when the whole people lived at home, he fixed the treadmill at home with the mentality that he still had to move, and began to try to exercise for 10 to 15 minutes each morning and afternoon. Unexpectedly, he persisted like this for a year. Not only did he develop this light exercise habit himself, and then they bought an elliptical instrument in their family, and his wife started doing light exercises with him every day.

For light exercises, it will be more troublesome to switch to sportswear specifically for this purpose. Therefore, in the past year, Gionee Printing prefers to wear multi-scene, multi-functional clothing, such as the high-stretch jeans of Uniqlo’s comfortable denim series. “You can wear it when you go out, and then you can wear it when you exercise. Changed deliberately.”

For clothing to meet cross-scenarios, this small demand is growing rapidly after the outbreak. In the survey, 53.21% of the interviewees believed that products with strong applicability in multiple scenarios can free them from the shackles of life in the epidemic.

Another distress caused by the epidemic is travel restrictions. Like many parents in Shanghai, before each long vacation last year and this year, Jin Liyin will receive an instruction from the school asking their children not to leave Shanghai as much as possible. As a result, their family also interrupted the habit of arranging a long trip each winter and summer vacations.

Not being able to travel far, in turn made them begin to explore new pleasures in the radius of their lives. For example, since last year, Jin Liyin has developed a new habit, as long as the weather is good, it will take the children to a green area near home to ride bicycles and float. Although it is just a simple activity, they have specially organized a monthly package of shared bicycles.

In addition to paying more attention to the beauty around them, people also have some common changes in the concept of sustainable development of the surrounding environment. Under the epidemic situation, more and more people realize that the destiny of mankind and the surrounding environment influence each other. Therefore, after the outbreak of the epidemic, 92.6% of the respondents plan to implement the concept of sustainability in their daily consumption. The change of concept is likely to become a new driving force for consumption. Di Danqi said that last year he received a water cup made from bagasse from New Zealand. At first, she was a little bit resistant to recycled materials, but then she carefully studied it and found that there were no complex chemical elements in it, and she knew every component. There was almost no printing on the cup body, and the cup body was buried in the ground for 40 to 50 days Will degrade. So, she replaced all the jars of shampoo, shower gel, hand soap in her house with this brand.

From the survey, all of the above have been solidified from the stress response when the epidemic first appeared into people’s new lifestyle habits in the past year. In addition to these changes in life and consumption concepts that people have already felt, the epidemic has to some extent further promoted people’s redistribution of time. After the outbreak, 88.04% of the respondents became accustomed to online shopping and online and offline shopping after experiencing the epidemic. Online education and online office, which emerged as emergency solutions during home quarantine, have now become the norm. “In the past, we asked a professor to plan a three-day itinerary for lectures, but now it may only take half a day to be online.” Jin Liyin said, “These changes have virtually made people’s efficiency faster. “Obviously, all kinds of efficient online services have and will continue to change the way people allocate time, and give other time-consuming new things development opportunities in the future.

Although the general environment has various restrictions, whether it is observing our surroundings or looking at it through reports, people have not stopped their pursuit of a better life. On the contrary, under the constraints of objective conditions, they have also flexibly found new living habits, sprouted new consumer demands, constantly searched for a more comfortable and healthy lifestyle, and portrayed a new life under the epidemic. Machine picture scroll.

2021 new machine consumption survey report
After 2020, the new crown epidemic will continue to change consumers’ consumption concepts, consumption behaviors and lifestyles in all aspects.

Following the launch of the “Healthy Viability 2020” survey report at the beginning of the outbreak in 2020, in order to gain insight into the long-term impact of the new crown epidemic on consumption, CBN magazine teamed up with Uniqlo and the Decision and Behavioral Science Research Center of the School of Management of Fudan University. Co-sponsored the “2021 New Growth Machine Consumption” survey.

This survey aims to gain a deeper understanding of how people adapt, adjust and respond to life under the new normal of the epidemic, so as to help consumers rejuvenate their lives, and to help the business world restart growth under the “new normal” by listening to consumer needs.

The survey was conducted from January 15 to January 30, and 9372 valid questionnaires were returned. Through subjective extraction of in-depth interview content and quantitative analysis of questionnaire survey data, combined with theoretical research literature in the field of consumer behavior, we have established a 3R (Recover, Reform, Restart) logical framework to summarize research findings.

People’s careful recovery and return to daily life (Recover) is the background of this survey. In the process of normalization of epidemic prevention, people’s short-term stress changes at the beginning of the epidemic gradually solidified into a new “value orientation” and “life mode” (Reform), which in turn gave birth to new “consumer needs” and shopping “Behavior Mode”. These new shifts (Shifts) in lifestyle, value orientation, consumer demand, and behavior patterns, etc., inject new vitality (Restart) into the restart of life under the new normal after the epidemic.

Stay healthy, life is the first priority
The pursuit of health has become a long-term and stable goal, which is internalized into a fixed life pattern.

Q1. Regarding health, are the following changes to adapt to the epidemic, or have they become the new normal in your current life?


I pay more attention to my health than before and set aside a fixed family budget for healthy living.

Q2. In the past year, what aspects of your health have you increased investment?

ANSWER 1. The increase in spending on health-related products (protective equipment, sportswear) is 32.24%.

ANSWER 2. 44.00% are willing to pay a premium for health protection products.

Q3. Is clothing with the following protective features important to you?


After the outbreak, people are willing to spend an average of 32.94% more on purchasing health-related products, such as light sports clothing with protective functions such as wind, rain, sun protection, and UV protection, and refreshing air permeability.

Comparison of attitudes of different groups of people on healthy consumption new opportunities

People of different ages pay more attention to physical health than before, and set aside a fixed family budget for a healthy life has become the new normal of life.

For people of different incomes, taking the initiative to do some “light” exercises that are not restricted by the scene has become the new normal in life.

SHIFTS (Conversion) Under the envelope of the epidemic, 90.25% of respondents have increased their investment in maintaining health in their lives, including time and money. “Double high” people, that is, high-income groups and senior citizens, are more enthusiastic about participating in “light exercises” and setting aside family health budgets. The elderly population’s investment in health should not be underestimated. The proportion of families over the age of 50 who set a fixed health budget is 20.2% more than that of those under the age of 30.

The concept of health protection has taken on a broader outlook. 39. 82% of the interviewees believe that preparing for themselves, such as Uniqlo BLOCKTECH series and UV CUT series, is also an important part of health protection. .

RESTART (Restart) The transformation of health concepts and the consolidation of health habits will have a profound impact on consumer demand in the Chinese market for a long time to come. Take clothing as an important external barrier for the human body as an example. Consumers desire clothing to become the “armor”, “battle” and “weapon” in their future life, so that they can be physically and mentally strong.

Scene switching, new life appeal comes
The epidemic has reshaped the boundaries of scenes, and “scene switching” has become the new normal in work and life.

Q1. In order to pursue a comfortable life, how important is it to you to have clothes that are rich in applicable scenarios?


Consumers in cities of different levels attach great importance to whether clothing is versatile.


Consumers in cities of different levels attach great importance to whether clothing has the characteristics of quick-drying and non-ironing.

35.6% of respondents from first-tier cities believe that the attributes of quick-drying and non-ironing clothes are very important to them when shopping for clothes.

Q2. Why is wildness important to you?


SHIFTS (transition) Since the epidemic, home office, online learning, contactless services, etc., the popularization of new work, life, study, and consumption methods have broken the boundaries of traditional life scenes. This new life state that needs to quickly realize identity conversion in different scenarios makes people more efficient, flexible, time-saving and labor-saving than in the past.

In the pursuit of product convenience, people in first- and third-tier cities will also pay attention to the characteristics of quick-drying and non-ironing when choosing clothing. In the pursuit of product flexibility, consumers in third-tier cities are willing to pay a higher premium for “wild-match”. The survey found that 39.3% of consumers in third-tier cities believe that versatile clothing can make them feel ritual and at the same time give them life.

In the statistics, we also found that when buying clothing, the backbone of the workplace between the ages of 26 and 30 value the richness of applicable scenarios. They are willing to pay an average 58.61% premium for “clothing that can be worn at home, sports, travel or work” such as UNIQLO’s SUW lifestyle sports series and AIRism.

RESTART (Restart) The epidemic will eventually slow down. In this process, people’s new lifestyles that frequently switch scenes will gradually solidify. Each brand needs to think carefully about how to adapt its products to the new needs of consumers in this new normal of life.

Comparison of attitudes of different groups of people to break the new consumption of scenes

The proportion of people in different cities who are willing to pay a premium for clothing with strong applicability in multiple scenarios (such as versatile).

Comfortable home, rediscover the foundation of life
Rethinking the “meaning of home” and eager to create a “space for the body and mind”

Q1. At the beginning of 2020, since the outbreak of the epidemic, what has been the biggest change in your life?


“Reduced social activities, increased time at home, and paid more attention to the comfort of the home environment than before” accounted for 50.77%.

Q2. In the past year, what investment have you increased in family comfort?


Expenditures for products that improve the comfort of life (home, sports, travel, etc.) have increased by 29.21%.


The average premium overpaid for clothing that can be worn comfortably at home, sports, travel or work is 54.25%.

SHIFTS (Conversion) After the outbreak, reducing the amount of going out has also made people start to improve the comfort experience of the home environment. From the slice of consumption, we can find that people spend more time and money to buy products that improve the comfort of home life.

In addition to improving space comfort, people also focus on personal comfort. 80.02% of respondents are willing to pay more premium for comfort, among which the premium for apparel products can be as high as 54.25%. Female consumer groups from high-income families over the age of 40 value the comfort of the living environment most.

RESTART (restart) 76.4% of the respondents told us: “The more difficult life is, the more you should relax yourself to relieve the pressure of life.” Under such new demands, many brands have begun to deploy home scenes. For example, last year UNIQLO first released the “Home Life” series, including comfortable living suits, versatile relaxed pants, AIRism comfortable underwear and four-piece bedding sets, home goods, and all-round coverage of comfortable daily life.

Comparison of attitudes of different groups of people at home consumption new opportunities

Different income groups regard comfort and decentness as the primary consideration for purchasing clothing.

People of different genders regard comfort and decentness as the primary consideration when purchasing clothing.

Sustainable development has become a common consumer awareness
Sustainable development is no longer dispensable, and is evolving into an essential social need.

Regarding sustainable development, are the following changes to adapt to the epidemic temporarily, or have they become the new normal in your life now?


Buy more environmentally friendly products and green, low-carbon and sustainable brands.

Comparison of attitudes of different groups of people on sustainable consumption new opportunities

The proportion of people of different ages who buy clothing made of environmentally friendly materials.

People in different cities are willing to pay a premium for products that use environmentally friendly materials when buying clothing.

SHIFTS (transition) After an extremely difficult 2020, in the survey, 67.3% of the interviewees more agree with the concept of a community of shared destiny that “responsible to others is responsible to oneself”. Affected by this, 92.6% of respondents plan to put sustainable concepts into practice in daily consumption. Respondents in second- and third-tier cities are more supportive of environmentally friendly products than first-tier cities, and they are willing to pay a 53.88% premium for this.

In the survey, the respondents also put forward higher requirements for the sustainable development of the brand. 46.1% of the interviewees believe that only by purchasing products that are “green and environmentally friendly in the production, transportation and sales process” can they ensure that their lives are healthy, sustainable and vigorous.

RESTART (restart) 2020 is a year of rapid changes in the external environment. In addition to the promotion of the epidemic, policies such as plastic bans and garbage classification have also made people pay more attention to the environment. As a result, people have moved from a slogan to action on sustainable consumption. Under this trend, in the future, only those brands that are leading in sustainable development can satisfy consumers and gain their recognition in spirit and values.

Constraint and indulge, current choices are polarized
“Don’t do it” and “Don’t take risks”, weighing the present and the future, taking into account quality and benefits.

Q. After experiencing the epidemic, which one do you agree with?


They agree that they should save more money after experiencing the epidemic, and restrict consumption as much as possible to 51.00%.

42.20% agree that after experiencing the epidemic, you should spend what you want, and pursue quality of life and comfort. 42.20% don’t have to feel wronged.

Comparison of attitudes of different groups of people on quality consumption new opportunities

Different income groups pay more attention to the ratio of cost performance when shopping than before.

The proportion of people with different incomes who are more willing to buy clothing with outstanding fabric quality and craftsmanship than before.

SHIFTS (transition) During the restart and recovery under the epidemic situation in the past year, people have shown diverse attitudes in choosing between retaliatory consumption and restrictive consumption. For example, the coexistence of increasing the resistance to pressure and relaxation and relieving the pressure; the consumption attitude of spending more than you want and the attitude of saving more money and not taking risks.

This situation may come from different people’s different trade-offs between the present and the future. Taking clothing consumption at different income levels as an example, high-income groups pay more attention to high-quality craftsmanship and details in clothing when purchasing clothing products, while low-income families pay more attention to “cost-effectiveness and benefits”.

RESTART (Restart) The external environment is still chaotic, and consumers need to weigh the current quality of life and planning for the future. When quality and benefits cannot be balanced, the market will be further divided under the promotion of the epidemic. In general, in the face of an uncertain future, those low-income groups who are not optimistic enough tend not to take risks, constrain current consumption to reserve for the future, and pursue cost-effectiveness and benefits; relatively optimistic older high-income groups tend to stay away. High quality and comfortable life. In such an environment, brands also need to re-layout their products.

A good life, rediscovered by your side
Be grateful for the “beauty around you”, explore the “new radius” of life; experience more culture and art, and comfort the soul in difficult times.

Q1. After experiencing the epidemic, how has the frequency or time of your following activities changed compared with the past?


Explore a living circle with a radius of 1 to 2 kilometers near the community (such as walking in a small park on the street) +18.57%.

Actively explore good places in the surrounding and domestic (such as short-distance tours and domestic tours)-1.57%.

Q2. After experiencing the epidemic, compared with the past, how often or when people of different genders participate in online or offline cultural life (such as exhibitions and performances)?

Contrast of attitudes of different groups of people on good life and new consumption opportunities

The proportion of people in different cities for cultural, artistic and design clothing needs.

When buying clothes, people of different ages are willing to pay a premium for culturally, artistic, and design-conscious clothing.

SHIF TS (conversion) The epidemic has restricted travel, but it also made 71.8% of the respondents cherish the “good things around and nearby” more than before. Picnics, walks, etc. explored the life circle around the community with a radius of 1 to 2 kilometers. The boom is rising. At a time when they are eager to go out and cautiously, respondents generally expressed their willingness to pay an average of 44.01% premium for clothing that has functions such as weatherproof, sunscreen, and UV protection when going out.

On the other hand, during the epidemic, people are keen to use art, cultural and creative products to keep their bodies untouched. What’s interesting is that in the survey, “cultural and creative products” are showing a trend of expanding from young women to young male consumer groups, and from first-tier cities to second- and third-tier cities. Consumers are keen to collect such as the Louvre Museum joint UT and “Demon Slayer” joint UT to express themselves and let life be inspired.

RESTART (Restart) In the epidemic, people still yearn for beauty. People are re-exploring the living radius and resuming domestic short-distance tours and outings. The emergence of security protection needs in this scenario provides a segmentation opportunity for the outdoor light equipment market. On the other hand, people export cultural and creative products as spiritual exports. In the future, the young male consumer group sinking into the market is likely to become a new market growth opportunity for cultural and creative products.

New life under the new normal, differentiation and promotion of a diverse and beautiful life
How would you rate your satisfaction with your current life state?

How satisfied are you with your current state of life?

Are you optimistic (5 points) or pessimistic (0 points) towards your life attitude in 2021?

After experiencing the epidemic, although people are not satisfied with the current life (67/100), they still have relatively optimistic expectations for the future (3.9/5).

Under the “new normal” that will accompany the epidemic for a long time, people’s life and consumption concepts have undergone significant changes and solidification. Most people regard the pursuit of health as a long-term stable goal, upgrade sustainable development to their essential needs, actively adapt to the new normal of frequent scene switching, and create a space for themselves and their families to live in. While grateful for the beauty around you, carefully weigh the present and the future.

When we invited interviewees to express their expectations under the “new normal” of the epidemic, health, making money, happiness, happiness, and comfort became the five most frequently mentioned keywords. Faced with clothing and other consumer choices that accompany and express themselves every day, they hope to realize the ideal life state of “comfort, relaxation, freedom, self-confidence, and health” through products, and inject new life into their lives.