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追求品质 崇尚健康 “暑假经济”迎来消费升级

2017-08-31 06:35:41   中国经济网

每年暑假,学生群体都是消费市场上的“香饽饽”。近日,美团点评研究院发布的《学生暑假消费趋势大数据报告》显示,学生暑假消费交易额占全年的20%,学生暑假订单量占到全年的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。美团点评研究院总监赵大威告诉《经济日报》记者,大数据显示新生代的学生群体消费特征发生了明显变化。

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,暑假运动健身水上运动订单量占比近四成,追求健康已经成为年轻一代新的消费诉求;另一方面,消费方式转向线上和线下融合发展。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。

《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,学生在旅游方面的消费最高,人均消费301元。根据这份报告,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。

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。“年轻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年轻人的潜在消费需求,将决定消费市场的生命力和相关企业的竞争力。”许伟说。(经济日报记者 吉蕾蕾)

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