Tmall 618 Live Consumer Portrait: The 90s Is The TOP 1 Consumer

On June 18, it was reported that Tmall 618 entered the closing stage. The "Tmall 618 Taobao Live Consumer Portrait" released by Taobao Live shows that the post-90s generation has become the main consumer in the live broadcast room, and the post-00s generation also has strong purchasing power.


It was observed that this year's Tmall 618 saw businesses in clothing, beauty makeup, food, household appliances, digital, mother and infant industries take up "live broadcast tools" one after another, and industries such as musical instruments and horticulture also saw new opportunities for development in the live broadcast room. In the live broadcast list of good things in life, some of the top 50 merchants sell pianos through live broadcast.


Judging from the types of goods purchased in the live broadcast room by different age groups, the top three favorites after 90 and 00 are beauty and skin care, women's clothing and make-up perfume respectively. However, the post-60s and post-70s prefer to chop their hands, jewelry, jadeite and so on in the live broadcast room.



From a geographical point of view, Jiangsu, Guangdong, Zhejiang and other coastal provinces are the top three provinces for direct broadcast consumption. Henan, Hubei, Sichuan, Anhui and other inland areas are also chopping hands in the live broadcast room. Consumers in different places like to buy the same products in the live broadcast room. Beauty and skin care, women's clothing, washing and cosmetics are sold well. Among them, some anchor fans also have regional characteristics, for example, Li Jiaqi and Zhang Mofan are more popular with consumers in Beijing and Shanghai. Other anchors are more approachable and popular with small town youth.


In addition, the purchasing power of young people in small towns in live broadcast rooms cannot be underestimated. In addition to consumers in tier 1 and tier 2 cities, cities of tier 3 and below also contributed nearly half of the live transactions during 618. Among them, the proportion of live transactions in the six-tier cities is close to that in the first-tier cities, and the most purchased commodities are facial essence, zongzi gift box and laundry detergent respectively. With the release of consumption capacity in low-line cities, direct broadcast rooms have also become channels for brands to reach consumers in the sinking market.


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