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style=\"font-weight: bold;\">关于人群特征：\u003C\u002Fspan>\u003Cbr>\u003Cbr>1、下沉用户三个明显的特征：熟人社会、价格敏感、闲暇时间多。\u003Cbr>\u003Cbr>2、大多数（75.67%）下沉用户的月均收入在5000元以下，但一半以上（58.23%）下沉用户都有车，41%有房无贷。\u003Cbr>\u003Cbr>3、下沉用户比都市用户更爱刷短视频，但却没都市用户那么爱用短视频工具。\u003Cbr>\u003Cbr>4、超过6成的25以上小镇青年参加过陌生人相亲，超4成的小镇青年首选和老家人结婚。\u003Cbr>\u003Cbr>5、由于有更多闲暇时间，小镇青年玩游戏、看直播的时间均超过一二线城市用户，为游戏和直播付费意愿也超过都市人群。\u003Cbr>\u003Cbr>6、小镇青年认为最成功的企业家是马云，其次是李嘉诚、马化腾、任正非、董明珠。\u003Cbr>\u003Cbr>7、37%的小镇青年有除工资以外的赚钱渠道。\u003Cbr>\u003Cbr>8、超八成（86.4%）的小镇青年加入了老家朋友微信群\u002FQQ群，超六成（61.4%）的小镇青年不会屏蔽老家群消息，25.2%的人喜欢在群里活跃气氛，只有2%的人在群里从不发言。\u003Cbr>\u003Cbr>9、八成以上的小镇青年内心向往大城市，但近七成的小镇父母希望孩子长大后里自己近一些。\u003Cbr>\u003Cbr>\u003Cspan style=\"font-weight: bold;\">关于行为偏好：\u003C\u002Fspan>\u003Cbr>\u003Cbr>10、半数以上小镇青年只离职过一次，超过八成（84.5%）离职次数不超过两次。\u003Cbr>\u003Cbr>11、小镇青年热衷的创业种类是饮食、演艺、养殖业。\u003Cbr>\u003Cbr>12、小镇男青年生活压力主要来自买房、买车、婚恋，而小镇女青年的生活压力主要来自人际关系、家庭、身体健康。\u003Cbr>\u003Cbr>13、住在小镇的硕士青年在所有人群中用微信“摇一摇”的比例最高（70%）。\u003Cbr>\u003Cbr>14、小镇青年心中理想结婚年龄是23-26岁，都市青年则是27-30岁，近一半（47.8%）的小镇青年在25岁前完成生育。\u003Cbr>\u003Cbr>15、下沉市场手机用户中，18岁以下儿童及46岁以上老人活跃度相对更高，可能是留守儿童和老人需要手机陪伴。\u003Cbr>\u003Cbr>16、四线以下的县城青年，最喜爱的国内旅游地依次是：北京、上海、扬州、广州、香港，最喜爱的国外旅游地是泰国、日本、韩国。\u003Cbr>\u003Cbr>17、六成以上（64.3%）的下沉市场消费者有过海淘经验，海淘在下沉市场的增速已经超过一二线城市。\u003Cbr>\u003Cbr>18、相比都市青年，小镇青年更喜欢购买国货，但原因之一依旧是国货性价比较高。\u003Cbr>\u003Cbr>19、一二线城市可接受的电商物流时间是1-3天，而下沉市场是3-5天，大多数（74%）下沉市场用户认为物流速度需要加强。\u003Cbr>\u003Cbr>20、游戏和小姐姐类短视频最受抖音下沉用户喜爱，而他们最无感的内容是运动健身和手工手绘。\u003Cbr>\u003Cbr>21、在快手上，小镇青年更加热爱学习，所观看的学习型视频占比是都市青年的8倍。\u003Cbr>\u003Cbr>22、作业类APP备受下沉市场喜欢，可能是由于教育资源不均，下沉用户更依赖线上辅助教育。\u003Cbr>\u003Cbr>\u003Cspan style=\"font-weight: bold;\">关于市场状况：\u003C\u002Fspan>\u003Cbr>\u003Cbr>23、靠下沉市场崛起的三大巨头分别是：拼多多、快手、趣头条，此外还有WiFi万能钥匙、水滴筹、今日头条等APP也拥有大量下沉用户。\u003Cbr>\u003Cbr>24、二手交易在下沉市场快速增长，它能够满足下沉用户低价尝鲜的需求，二手华为、二手苹果正在冲击OPPO\u002FVIVO在下沉市场中的领导地位。\u003Cbr>\u003Cbr>25、人均奢侈品网络消费频次排名前十的城市均为偏远城市，其中排名前三的是伊犁哈萨克自治州，五家渠和阿勒泰。\u003Cbr>\u003Cbr>26、根据2019天猫618数据显示,广东三至六线城市用户对苹果产品的消费热情最高,省内的占陇镇、梅塘镇、高堂镇是“果粉”最为集中的乡镇。\u003Cbr>\u003Cbr>27、在家居用品、母婴用品、文体运动、图书音像等品类中，下沉市场的网购指数高于一二线都市。\u003Cbr>\u003Cbr>28、各类型电子游戏在下沉市场的活跃渗透率全面超过一二线都市市场，用户最爱的是沙盒游戏。\u003Cbr>\u003Cbr>\u003Cspan style=\"font-weight: bold;\">关于营销概况：\u003C\u002Fspan>\u003Cbr>\u003Cbr>29、下沉市场出现了两极分化：一方面（小镇青年）在奢侈品等高价商品上，销售增长及产品购买力已经超越一线城市；另一方面（银发群体）依然对价格及其敏感，热衷于砍价助力。\u003Cbr>\u003Cbr>30、下沉市场是基于熟人社会，邻里亲戚间的社交关系比一二线城市紧密得多，也正因如此，更适合采用KOC的营销方式。\u003Cbr>\u003Cbr>31、下沉市场用户喜欢低价尝鲜，比如百元级别的无线蓝牙耳机、入门级的电动牙刷都卖的不错，也就是说新兴品类有市场机会，但也要平衡性价比。\u003Cbr>\u003Cbr>32、相比于一二线城市，下沉市场中30岁以下用户和41岁以上人群购物的人数占比都更高，移动消费行为在年龄上呈现两极分化。\u003Cbr>\u003Cbr>33、近两年来，下沉市场用户通过熟人推荐消费成交的频次正在降低，对社交电商的认同感在降低，通过短视频、直播促进消费的频次在明显升高。\u003Cbr>\u003Cbr>34、在抖音上，七成网红来自一二线城市，但四线及以下城市的网红，粉丝质量和评论数据才是最好的，也就是说，下沉网红更受观众认可。\u003Cbr>\u003Cbr>35、目前来看，简单直接的大字和打折抢购依旧是最能促进下沉用户消费的营销方式。\u003Cbr>\u003Cbr>\u003Cspan style=\"font-weight: bold;\">注：\u003C\u002Fspan>\u003Cbr>\u003Cbr>1、下沉市场通常指三线及以下城市市场，小镇青年指三线及以下城市的90后。\u003Cbr>\u003Cbr>2、以上部分结论来自多份行业数据研究报告，样本差异可能会导致具体数据有一定误差。\u003C\u002Fp>","下沉市场,小镇青年,抖音,快手","5d5fbad208813b0001c35002",[],{"id":179,"createdDate":182,"lastModifiedDate":183,"order":184,"name":185,"description":28,"grade":186,"parentId":187},"2019-08-23T18:07:14.05","2019-09-18T09:15:15.45",2,"行业新闻",1,"5d5fba7308813b0001c35001",[],1793259427720]