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暑假学生消费迎来高峰 占其全年总消费20%
2017-08-22 14:45:31 中国经济网
每年暑假,学生消费群体都是暑期市场的“香饽饽”。近日,美团点评研究院发布了《学生暑假消费趋势大数据报告》显示,学生在暑假消费交易额占其全年20%,学生暑假订单量占其全年的21%。其中,正值大学生涯的“95后”贡献了暑假学生群体70%的交易额,是学生群体消费主力军,人均花费257元。
“学生人群是新生代消费人群的主力军,而暑假是学生消费的高峰期。”美团点评研究院总监赵大威在接受《经济日报》记者采访时表示,通过对暑假学生消费的大数据探索,我们发现新生代消费特征有了一些明显的变化。
一方面,消费需求由满足日常需求向追求品质转变。除了传统餐饮、电影消费之外,暑假运动健身需求井喷,水上运动订单量占比近4成,追求健康已经成为年轻一代新的消费诉求;另一方面,消费方式由单纯的线下向线上和线下融合发展的转变。更多的年轻消费者已经养成了线上搜索、决策、交易,线下体验服务的快节奏消费模式。此外,异地消费行为本地化也渐成趋势,年轻一代的消费群体在旅途中更爱品尝当地特色美食,玩出本地味。
《报告》显示,学生暑假美食消费占比达到47%,小吃甜点快餐是学生最爱,订单量占比超五成。暑假期间,学生在旅游方面消费最高,人均消费301元。其中,在出发地中,成都、武汉、西安、重庆等中西部学生更爱出游,占比超50%。从报告来看,在收入有限的情况下,学生们依然愿意购买更好的吃喝玩乐服务和体验。
“中国经济转型已进入构筑新增长平台的关键期,经济能否行稳致远很大程度上取决于能否释放消费潜力,扩大内需市场。”国务院发展研究中心宏观部第一研究室主任许伟认为,《学生暑假消费趋势大数据报告》利用互联网大数据的优势,生动描述了“95后”“00后”的暑期消费行为。比如,暑期通过在线下单的美食花费占比近50%,暑期异地旅游、观影、主题娱乐也很活跃。许伟表示,这对于促进生活服务业发展,培育新消费增长点,具有十分重要的意义,“这些年轻的群体是未来的社会主流,不仅他们的偏好和习惯将重塑餐饮和旅游等生活服务业的形态,更重要的是,如何充分挖掘并顺应他们的潜在消费需求,这将决定谁会在新的竞争中胜出。”(经济日报-中国经济网记者 吉蕾蕾)
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