With the arrival of a new group of college students on campus, college living expenses have become a concern for many families. For brand merchants, college students, as a typical young consumer group, are an indispensable target. Recently, several market institutions have released research reports on the consumption behavior of college students. Ai Media Consulting estimates that the annual consumption scale of Chinese college students in 2024 can reach 850 billion yuan. What are the new characteristics of consumption among almost all college students born in the 2000s? Campus supermarkets and online shopping are frequent choices for new students to enroll, and many parents are concerned about how much monthly living expenses are appropriate? According to a report by iMedia Consulting, 41.1% of college students have an average monthly income between 1500 and 2000 yuan, and 34.3% of college students have an average monthly income between 1000 and 1500 yuan, which includes various sources of income such as living expenses, scholarships, and part-time jobs provided by parents. Looking at expenses, data shows that over 70% of the surveyed college students have an average monthly expenditure level concentrated between 1000-2000 yuan. However, there are also differences between regions. According to a Tmall campus survey, in first tier and new first tier cities where universities gather, over half of college students spend an average of over 2000 yuan per month. Data shows that by 2023, the total number of students enrolled in various forms of higher education in China will exceed 47.63 million. Considering the large group size, the total consumption of college students is quite considerable. Where has disposable income been spent? From the perspective of consumption fields, on campus supermarket shopping and online shopping are relatively frequent choices. On the one hand, on campus supermarkets are indispensable, with obvious characteristics of "strolling" in case of emergencies and "purchasing" in case of emergencies. For example, "happened to pass by", "lost something urgently", "wanted to buy some fresh fruits, yogurt, and snacks", etc. On the other hand, online shopping has become the main shopping method for college students. What do you need? My first reaction is to search online, "said Li Yishan, who is studying at a university in Inner Mongolia. She has already found tips on different platforms, such as some platforms with a wide variety of clothes, shoes, and skincare products; Some platforms are suitable for purchasing high-quality and affordable daily necessities; Some platforms offer peace of mind when buying electronic devices. Why do college students love to pay for food and daily necessities, which account for half of their consumption? Food and socializing are the two key words. According to data from iMedia Consulting, food and daily necessities consumption are essential necessities for college students' daily lives. Considering the average monthly living expenses of college students, the proportion of food and daily necessities consumption in their overall living expenses is generally around 50%. Watching movies and having meals are the most common forms of social entertainment among college students. Analysts from iMedia Consulting believe that social entertainment accounts for a relatively large proportion of non essential consumption among college students, and the market size in segmented fields is considerable. At the same time, the consumption of post-2000 college students is also showing a new trend. Speaking of cuisine, "Chinese health" snacks are highly favored by college students. They not only indulge in the pursuit of delicious food, but also pursue health and eat healthily. According to data from Tmall Campus, the popularity of healthy food and drink among college students on social media has significantly increased, with posts such as "Recommended Natural Health Snacks for Medical Students" and "Sharing Low calorie Health Brewing Drinks for College Students" being highly sought after. Wang Qianmiao, a college student from Zhejiang, deliberately purchases low sugar, grain, and whole wheat foods. I am very concerned about the ingredients of food, and I feel that healthy and good products will bring more happiness, "she said. More and more college students are willing to consume for their health, from food to sports equipment and fitness. Taste out new ideas, beauty is king, and play with the right way The Tmall Campus Report summarizes the consumption characteristics of today's college students in this way. Easy to 'plant grass', what factors will affect college students' consumption with increasing rationality? The Tmall Campus Report shows that the promotional activities of merchants, the influence of surrounding classmates and friends, and various bloggers' "planting grass" have the most prominent impact on college students' consumption. From new Chinese style makeup and popular food check-in to body management and outdoor exploration, college students often stand at the forefront of consumption and are also a group that brands are more likely to influence. However, as the economy is not yet fully independent, college students, although potential consumers, are often cautious spenders. Faced with budget constraints, college students have their own rational "consumption strategy". Some people compare and strategize extensively. According to Tmall campus data, 52.8% of college students will do a shopping guide before shopping. Before buying large items, I will first search online for the purchasing guide for this category, clarify my needs and product features, and then refer to user reviews, "said Tan Dongyou, a college student from Qingdao. Some people make good use of samples and focus on practicality. "Before you buy perfume, you must buy a sample, and if you like it, you will wear formal clothes." "Shampoo should first use a sample to test the effect, and then you can buy it after the use experience reaches the expectation." "Actively strive for a big brand style, and consider the product after a good trial"... In the interview, many college students said that what they really value is the practicality of the product. Some people actively participate in various promotions and discounts. Fang Yaya, who is studying in Wuhan, claims to be a "heavy wool shearing enthusiast" and often pays attention to brand discount information and second-hand platform discounts. I am willing to spend more time and energy to obtain products that are more cost-effective, "she said. (New Society)