1. Introduction

In 2020, the outbreak and spread of the new coronary pneumonia epidemic on a global scale has brought unprecedented crises and challenges to human life and health and socio-economic. In order to prevent and control the epidemic, governments have taken measures such as blockades, quarantines and restrictions on travel, resulting in a sharp contraction in global economic activity and a severe impact on the consumer market. According to the World Bank, the global economy shrank by 4.3 percent in 2020, the worst global recession since World War II. The global consumer confidence index also fell from 97.1 in 2019 to 88 in 2020, a record low.

The outbreak has not only affected consumers' income and spending, but also changed their needs and behavior. Under the influence of the epidemic, consumers are re-examining their values and lifestyles, making more rational and prudent choices of goods and services, paying more attention to quality and safety, more eager for experience and innovation, more concerned about green and sustainability, and more dependent on technology and digitalization. These consumption characteristics and trends will continue or accelerate in the new post-epidemic normal, presenting new challenges and opportunities for the operation and development of consumer goods and retail companies.

Consumer research is an important means for consumer goods and retail enterprises to understand the market and customers, and it is also the basis for making strategies and decisions. The purpose of consumer research is to provide valuable insights and suggestions for enterprises by collecting, analyzing and interpreting consumer information, helping enterprises meet the needs of consumers, improving consumer satisfaction and loyalty, and enhancing the competitiveness and growth of enterprises. In the new normal after the epidemic, consumer research also needs to be adjusted and innovated in time to adapt to consumer changes, seize market opportunities and meet market challenges.

The purpose of this paper is to provide consumer goods and retail enterprises with guidance and reference for consumer research, to help them grasp the characteristics and trends of consumers in the post-epidemic market, to deal with the challenges and strategies of consumer research, and to enhance the effectiveness and value of consumer research. The structure of this paper is as follows: the second part analyzes the five characteristics and trends of consumers after the epidemic, namely, rational consumption, experience consumption, innovative consumption, green consumption and technology consumption;Conclusionand outlook.

Five characteristics and trends of consumers after the 2. epidemic

1. Rational consumption

The epidemic has had a significant negative impact on consumer incomes and spending, with consumer confidence and willingness to spend declining and consumer attitudes and behavior becoming more pragmatic and rational. According to Nielsen, China's consumer confidence index fell from 115 in 2019 to 10 in 2020, the lowest level in nearly a decade. According to Deloitte, Chinese consumers' willingness to spend in 2020 fell from 7.9 points in 2019 to 6.8 points in 2020, with 63% of consumers saying they would reduce their consumption of non-essential items and 54% saying they would be more economical.

The performance of rational consumption mainly has the following aspects:

Reduce impulse consumption, stress product quality, the pursuit of cost-effective. When purchasing goods and services, consumers pay more attention to the function, quality, safety and effect of products, rather than the reputation, image and reputation of brands. Consumers are more inclined to choose cost-effective products, that is, products that can meet their needs and save money. Consumers also evaluate their spending power more rationally, avoid exceeding their budget and reduce unnecessary consumption.

In the purchase behavior to make good use of all kinds of promotional activities, willing to "shop around". When purchasing goods and services, consumers pay more attention to price and preferential information, and use various channels and platforms to find the best time and way to buy. Consumers are also more willing to compare different goods and services and choose the one that suits them best. Consumers will conduct sufficient information search and evaluation before buying, and will not be easily affected by advertisements and recommend, and refuse to blindly follow suit.

Domestic brands have won the favor of consumers with their advantages of high cost performance and better understanding of the usage habits of Chinese consumers, and have become a pragmatic choice. During the outbreak, the domestic supply chain and logistics system was relatively stable, and domestic brands were able to meet consumer needs more quickly, providing more choice and convenience. At the same time, domestic brands have also significantly improved in product quality, innovation ability, brand image, etc., and the gap with international brands has narrowed, and even surpassed in some areas. Consumers have increased their recognition and trust in domestic brands, and are more willing to choose domestic brands, especially in the fields of daily chemical, home appliances, digital, and automobiles.

The significance of rational consumption to consumer goods and retail enterprises is that enterprises need to pay more attention to the nature and value of products, improve the quality and performance of products, provide more competitive prices and concessions, enhance product differentiation and characteristics, and meet the diversified and personalized needs of consumers. At the same time, enterprises also need to strengthen the analysis of the competitiveness and potential of domestic brands, grasp the advantages and disadvantages of domestic brands, look for opportunities for cooperation and innovation, and enhance their brand image and influence.

2. Experience consumption

During the epidemic, consumer lifestyles have changed dramatically, and consumer demand and behavior have shifted accordingly. Under the influence of the epidemic, consumers pay more attention to their physical and mental health and well-being, pursue the quality and experience of consumption, and are more willing to pay more money and time for goods and services that can improve their living standards and quality of life. This kind of consumption concept and consumption behavior is called experience consumption, that is, consumers not only pay attention to the goods and services themselves, but also pay attention to the feelings and enjoyment that goods and services can bring, as well as the self-worth and self-realization that goods and services can embody.

The performance of experience consumption mainly has the following aspects:

In the category of consumer goods, consumers are more inclined to choose goods and services that can meet their emotional, social, aesthetic and individual needs, such as tourism, entertainment, education, beauty, fitness, health and so on. These goods and services can provide consumers with a richer and deeper consumption experience, make consumers feel positive emotions such as happiness, satisfaction, pride and achievement, and enhance consumers' taste and attitude towards life.

In terms of consumption patterns, consumers are more inclined to choose consumption scenarios and consumption patterns that can provide more interaction and participation, such as online and offline integration, social e-commerce, live delivery, sharing economy, customized services, etc. These consumption patterns can provide consumers with more choices and convenience, let consumers feel more fun and stimulation, and improve consumer participation and consumption efficiency.

In terms of consumption motivation, consumers are more inclined to choose goods and services that can conform to their own values and life philosophy, such as environmental protection, public welfare, culture, art, creativity, etc. These goods and services can provide consumers with more meaning and value, let consumers feel more responsibility and mission, and enhance consumers' sense of consumer identity and sense of belonging.

The significance of experiential consumption to consumer goods and retail enterprises is that enterprises need to pay more attention to consumers' psychology and emotion, improve consumers' consumption experience, provide more consumption scenarios and consumption patterns, enhance consumers' consumption participation and consumption interaction, and meet consumers' high-level and personalized needs. At the same time, enterprises also need to strengthen the understanding of consumers' values and life philosophy, provide more consumption significance and consumption value, enhance consumers' consumption identity and consumption ownership, and shape their own brand culture and brand spirit.

3. Innovative consumption

During the epidemic, the consumer environment and conditions of consumption have changed dramatically, and consumer demand and behavior have adapted and innovated accordingly. Under the influence of the epidemic, consumers pay more attention to their own safety and health, pursue the convenience and efficiency of consumption, and are more willing to try new goods and services, as well as new consumption patterns and consumption patterns. This kind of consumption concept and behavior is called innovative consumption, that is, consumers not only pay attention to the function and quality of goods and services, but also pay attention to the innovation and difference of goods and services, as well as the freshness and surprise that goods and services can bring.

The performance of innovative consumption mainly has the following aspects:

In the consumer goods category, consumers are more inclined to choose goods and services that can meet their new needs and new scenarios, such as epidemic prevention, home, remote, smart, contactless, etc. These goods and services can provide consumers with more safety and security, make consumers feel more comfortable and convenient, and improve the quality of life and efficiency of consumers.

In terms of consumption patterns, consumers are more inclined to choose consumption scenarios and consumption patterns that can provide more innovation and changes, such as new retail, community group buying, unmanned stores, unmanned distribution, virtual reality and so on. These consumption methods can provide consumers with more experience and fun, let consumers feel more freshness and surprise, and enhance consumers' consumption interest and passion.

In terms of consumption motivation, consumers are more inclined to choose goods and services that can meet their own personality and preferences, such as customization, personalization, diversification, diversification, etc. These goods and services can provide consumers with more expression and display, so that consumers feel more self-confidence and pride, and enhance consumer satisfaction and consumer loyalty.

The significance of innovative consumption to consumer goods and retail enterprises is that enterprises need to pay more attention to the new needs and new scenes of consumers, improve the innovation and difference of goods and services, provide more choices and changes of goods and services, enhance the freshness and surprise of goods and services, and meet the fresh and innovative needs of consumers. At the same time, enterprises also need to strengthen the understanding of consumers' personality and preferences, provide more customization and personalization of goods and services, enhance the expression and display of goods and services, and meet the personalized and diversified needs of consumers.

4. Green consumption

During the epidemic, consumers' environmental awareness and social responsibility have been enhanced, and consumer demand and behavior have changed accordingly. Under the influence of the epidemic, consumers pay more attention to their own health and ecology, are more environmentally friendly and sustainable consumption, and are more willing to choose goods and services that are in line with environmental protection and social welfare, as well as consumption patterns and consumption patterns that can save resources and reduce pollution. This kind of consumption concept and consumption behavior is called green consumption, that is, consumers not only pay attention to the function and quality of goods and services, but also pay attention to the ecological and social nature of goods and services, as well as the environmental benefits and social benefits that goods and services can bring.

The performance of green consumption mainly has the following aspects:

In the consumer goods category, consumers are more inclined to choose environmentally friendly and socially responsible goods and services, such as organic, natural, low-carbon, circular, fair trade and so on. These goods and services can provide consumers with more health and safety, let consumers feel more conscience and dignity, and improve consumers' quality of life and meaning of life.

In terms of consumption patterns, consumers are more inclined to choose consumption scenarios and consumption patterns that can save resources and reduce pollution, such as sharing, leasing, second-hand, exchange, donation and so on. These consumption methods can provide consumers with more convenience and concessions, let consumers feel more reasonable and economical, and improve consumers' consumption efficiency and consumption effect.

In terms of consumption motivation, consumers are more inclined to choose goods and services that can reflect their environmental awareness and social responsibility, such as supporting environmental protection organizations, participating in social activities, and donating to poor areas. These goods and services can provide consumers with more recognition and belonging, let consumers feel more participation and contribution, and enhance consumers' sense of consumption satisfaction and loyalty.

The significance of green consumption to consumer goods and retail enterprises is that enterprises need to pay more attention to consumers' environmental awareness and social responsibility, improve the ecological and social nature of goods and services, provide more environmental protection and public welfare of goods and services, enhance the environmental and social benefits of goods and services, and meet the needs of consumers for environmental protection and public welfare. At the same time, enterprises also need to strengthen their own environmental impact and social impact assessment and improvement, provide more resource conservation and pollution reduction measures and programs, enhance their own environmental responsibility and social responsibility, shape their own green image and green culture.

5. Science and technology consumption

During the epidemic, consumers' dependence on and acceptance of technology increased, and consumer demand and behavior shifted accordingly. Under the influence of the epidemic, consumers are paying more attention to their convenience and efficiency, pursuing the intelligence and digitalization of consumption, and being more willing to use new technology products and services, as well as new technology methods and models. This kind of consumption concept and consumption behavior is called science and technology consumption, that is, consumers not only pay attention to the function and quality of goods and services, but also pay attention to the technology and digitization of goods and services, as well as the convenience and efficiency that goods and services can bring.

The performance of science and technology consumption mainly has the following aspects:

In the consumer goods category, consumers are more inclined to choose goods and services that can meet their own intelligent and digital needs, such as artificial intelligence, Internet of Things, cloud computing, big data, blockchain, etc. These goods and services can provide consumers with more functions and performance, let consumers feel more wisdom and innovation, and improve consumers' living standards and efficiency.

In terms of consumption patterns, consumers are more inclined to choose consumption scenarios and consumption patterns that can provide more technology and digitalization, such as mobile payment, e-commerce, online education, online medical care, online entertainment, etc. These consumption methods can provide consumers with more convenience and concessions, let consumers feel more fast and efficient, and improve consumers' consumption experience and consumption effect.

In terms of consumption motivation, consumers are more inclined to choose goods and services that can reflect their technological awareness and technological capabilities, such as mastering new technologies, learning new knowledge, and trying new things. These goods and services can provide consumers with more challenges and opportunities, let consumers feel more growth and progress, and enhance consumers' consumer confidence and consumer achievements.

The significance of science and technology consumption to consumer goods and retail enterprises is that enterprises need to pay more attention to the scientific and technological needs and preferences of consumers, improve the scientific and technological nature and digital nature of goods and services, provide more scientific and technological products and services, enhance the functionality and performance of goods and services, and meet the intelligent and digital needs of consumers. At the same time, enterprises also need to strengthen their own scientific and technological capabilities and scientific and technological innovation investment and promotion, provide more scientific and digital consumption scenarios and consumption patterns, enhance their own scientific and technological competitiveness and scientific and technological influence, and shape their own scientific and technological image and scientific and technological culture.

3. Consumer Research Four Challenges and Strategies in the Post-Epidemic

1. Data quality

Data is the foundation and core of consumer research, and the quality of data directly affects the effect and value of consumer research. In the new post-epidemic normal, consumer research faces data quality challenges in the following areas:

Timeliness of data. The post-epidemic consumer market is changing rapidly and consumer needs and behaviors are changing, and consumer research needs to collect and update data in a timely manner to reflect the latest developments and trends among consumers. However, traditional data collection methods, such as questionnaires, interviews, observations, etc., are often time-consuming and difficult to keep up with the changing speed of consumers, resulting in reduced timeliness of data and loss of data value and significance.

accuracy of the data. Post-epidemic consumers are more complex and diverse, and consumer needs and behaviors are more difficult to capture and predict, and consumer research needs to accurately capture and describe consumer characteristics and trends. However, traditional data collection methods, such as questionnaires, interviews, observations, etc., often have certain deviations and errors, which are difficult to reflect the real situation and deep needs of consumers, resulting in reduced data accuracy and affecting the credibility of the data. Effectiveness.

comprehensiveness of the data. Post-epidemic consumers are more multidimensional and comprehensive, and consumer needs and behaviors are more complex and diverse, and consumer research needs to comprehensively collect and integrate consumer information to reflect the overall picture and relationship of consumers. However, traditional data collection methods, such as questionnaires, interviews, observations, etc., often have certain limitations and one-sided, difficult to cover all aspects and levels of consumers, resulting in a reduction in the comprehensiveness of the data, affecting the integrity and representativeness of the data.

In response to the challenge of data quality, consumer research has the following strategies:

Use new technologies and new channels, such as artificial intelligence, Internet of Things, social media, etc., to achieve real-time data collection and update, and improve the timeliness of data. Through the use of smart devices, sensors, cameras, etc., consumer behavior and feedback can be monitored and recorded in real time. Through the use of social media, online platforms, mobile applications, etc., consumer opinions and evaluations can be obtained and analyzed in real time, thereby reflecting consumers in a timely manner The latest developments and trends.

Using new methods and techniques, such as in-depth interviews, scenario simulation, neuroscience, etc., to achieve in-depth data collection and interpretation, improve the accuracy of the data. Through the use of in-depth interviews, scenario simulations, etc., we can deeply understand and describe the psychology and emotions of consumers, and through the use of neuroscience, eye tracking, etc., we can deeply explore and explain consumers' cognition and decision-making, so as to accurately grasp and describe the real situation and deep needs of consumers.

Use new perspectives and new frameworks, such as interdisciplinary, cross-domain, cross-cultural, etc., to achieve multi-dimensional data collection and integration, and improve the comprehensiveness of data. Through the use of interdisciplinary, cross-field, etc., consumer information can be collected and integrated from different angles and levels, and through the use of cross-cultural, cross-regional, etc., consumer information can be collected and integrated from different backgrounds and environments, so as to comprehensively collect and integrate consumer information and reflect the overall picture and relationship of consumers.

2. Research methods

Research methods are the means and tools of consumer research, and the choice and use of research methods directly affect the process and efficiency of consumer research. In the new post-epidemic normal, consumer research faces methodological challenges in the following areas:

Adaptability of research methods. Consumer research needs to adapt to different market environments and consumer characteristics, and to select and use appropriate research methods. However, traditional research methods, such as questionnaires, interviews, observations, etc., often have certain fixed and rigid, difficult to adapt to different market environments and consumer characteristics, resulting in reduced adaptability of research methods, affecting the effectiveness and flexibility of research methods.

Innovative research methods. The post-epidemic consumer market is full of opportunities and challenges, consumer demand and behavior is full of potential and difficulty, consumer research requires innovation and breakthroughs, the selection and use of novel research methods. However, traditional research methods, such as questionnaires, interviews, observations, etc., often have certain limitations and defects, which are difficult to innovate and break through, resulting in a decrease in the innovation of research methods and affecting the forward-looking and leading nature of research methods.

Complementarity of research methods. The post-epidemic consumer market is complex and diverse, as are consumer needs and behaviors, and consumer research requires integration and coordination, selection and use of a variety of research methods. However, traditional research methods, such as questionnaires, interviews, observations, etc., often have certain isolation and conflicts, which are difficult to synthesize and coordinate, resulting in a decrease in the complementarity of research methods and affecting the integrity and synergy of research methods.

In response to the challenges of research methods, consumer research strategies are mainly in the following areas:

According to different market environment and consumer characteristics, flexible selection and use of appropriate research methods to improve the adaptability of research methods. By analyzing the changes in the market and the needs of consumers, we can determine the purpose and object of the research, so as to select and use the most suitable research methods, such as qualitative or quantitative, active or passive, direct or indirect, etc., to adapt to different market environments and consumer characteristics.

According to different market opportunities and consumer potential, innovative selection and use of novel research methods to improve the innovation of research methods. By exploring market opportunities and consumer potential, we can determine the direction and scope of research, so as to select and use the most innovative research methods, such as social media, big data, artificial intelligence, etc., to innovate and break through traditional research methods.

According to different market complexity and consumer diversity, a variety of research methods are selected and used comprehensively to improve the complementarity of research methods. By combining the complexity of the market and the diversity of consumers, the content and level of research can be determined, so as to select and use a variety of research methods, such as questionnaires, interviews, observations, etc., to synthesize and coordinate different research methods, to achieve data cross-validation and analysis of multiple perspectives.

3. Analytical model

The analytical model is the framework and logic of consumer research, and the construction and application of the analytical model directly affects the results and value of consumer research. In the new post-epidemic normal, consumer research faces challenges in analytical models, mainly in the following areas:

The scientific nature of the analytical model. The post-epidemic consumer market is complex and changeable, as are consumer needs and behaviors, and consumer research needs to scientifically construct and apply analytical models to reflect consumer patterns and characteristics. However, traditional analytical models, such as SWOT, PEST, 4P, etc., often have certain simplifications and assumptions, which are difficult to reflect the complexity and variability of consumers, resulting in a decrease in the scientific nature of the analytical model, affecting the reliability and applicability of the analytical model.

Innovativeness of analytical models. The post-epidemic consumer market is full of opportunities and challenges, as well as consumer needs and behaviors, and consumer research requires innovative construction and application of analytical models to identify consumer opportunities and challenges. However, the traditional analytical models, such as SWOT, PEST, 4P, etc., often have certain limitations and defects, it is difficult to find the opportunities and challenges of consumers, resulting in the innovation of the analysis model is reduced, affecting the forward-looking and leading nature of the analysis model.

The interaction of the analytical model. The post-epidemic consumer market is complex and diverse, as are consumer needs and behaviors, and consumer research requires the interactive construction and application of analytical models to communicate and collaborate on consumer needs and behaviors. However, traditional analysis models, such as SWOT, PEST, 4P, etc., often have a certain one-way and closed, it is difficult to communicate and collaborate with consumer needs and behavior, resulting in a reduction in the interaction of the analysis model, affecting the participation and synergy of the analysis model.

In response to the challenges of the analytical model, consumer research has the following strategies:

According to the laws and characteristics of consumers, scientifically construct and apply analytical models to improve the scientific nature of analytical models. Through theory and empirical evidence, we can determine the laws and characteristics of consumers, so as to construct and apply the most scientific analytical models, such as consumer behavior model, consumer demand model, consumer satisfaction model, etc., to reflect the complexity and variability of consumers.

Innovatively build and apply analytical models to improve the innovation of analytical models based on consumer opportunities and challenges. Through exploration and experimentation, consumer opportunities and challenges can be identified to build and apply the most innovative analytical models, such as consumer value models, consumer trend models, consumer innovation models, etc., to identify consumer opportunities and challenges.

According to the needs and behaviors of consumers, the analysis model is constructed and applied interactively to improve the interactivity of the analysis model. Through communication and collaboration, consumer needs and behaviors can be identified to build and apply the most interactive analytical models, such as consumer portrait models, consumer journey models, consumer experience models, etc., to communicate and collaborate on consumer needs and behaviors.

4. Action Programme

The action plan is the output and goal of consumer research, and the formulation and implementation of the action plan directly affects the value and effect of consumer research. In the new normal after the epidemic, consumer research faces the challenge of action plans, mainly in the following areas:

Feasibility of the action plan. There is uncertainty and risk in the post-epidemic consumer market, as well as instability and variability in consumer demand and behavior, and consumer research needs to develop and implement viable action plans to respond to consumer demand and behavior. However, traditional action plans, such as marketing, product development, service improvement, etc., often have certain difficulties and obstacles, and it is difficult to respond to consumer needs and behaviors, resulting in reduced feasibility of action plans and affecting the implementation of action plans. And effectiveness.

Innovation of the action plan. The post-epidemic consumer market is full of opportunities and challenges, and consumer needs and behaviors are full of potential and difficulty, and consumer research needs to develop and implement innovative action plans to capture consumer needs and behaviors. However, traditional action plans, such as marketing, product development, service improvement, etc., often have certain limitations and defects, which make it difficult to grasp the needs and behaviors of consumers, which leads to a decrease in the innovation of the action plan and affects the foresight and leadership of the action plan.

Interaction of action plans. The post-epidemic consumer market is complex and diverse, as are consumer needs and behaviors, and consumer research requires the development and implementation of interactive action plans to meet consumer needs and behaviors. However, traditional action plans, such as marketing, product development, service improvement, etc., often have a certain one-way and closed, which is difficult to meet the needs and behaviors of consumers, resulting in reduced interaction of action plans and affecting the participation of action plans Sex and synergy.

In response to the challenges of the action plan, the coping strategies of consumer research mainly include the following aspects:

According to the needs and behavior of consumers, formulate and implement feasible action plans to improve the feasibility of action plans. Through analysis and evaluation, consumer needs and behaviors can be determined, so as to formulate and implement the most feasible action plan, such as market segmentation, product positioning, service design, etc., to respond to consumer needs and behaviors.

According to the needs and behavior of consumers, formulate and implement innovative action plans to improve the innovation of action plans. Through exploration and experimentation, consumer needs and behaviors can be identified so that the most innovative action plans, such as market innovation, product innovation, and service innovation, can be developed and implemented to capture consumer needs and behaviors.

According to the needs and behavior of consumers, develop and implement interactive action plans to improve the interaction of action plans. Through communication and collaboration, consumer needs and behaviors can be determined, so that the most interactive action plans can be formulated and implemented, such as market interaction, product interaction, service interaction, etc., to meet consumer needs and behaviors.

4. Conclusions and Prospects

This paper analyzes the five characteristics and trends of consumers after the epidemic, namely, rational consumption, experience consumption, innovative consumption, green consumption and technology consumption, and discusses the four major challenges and coping strategies of consumer research after the epidemic, namely data quality, research methods, analysis models and action plans, combined with the practical cases of Shangpu Consulting. The purpose of this paper is to provide consumer goods and retail enterprises with guidance and reference for consumer research, to help them grasp the characteristics and trends of consumers in the post-epidemic market, to deal with the challenges and strategies of consumer research, and to enhance the effectiveness and value of consumer research.

The post-epidemic consumer market is a market full of changes and challenges, as well as opportunities and potential. Consumer research is an important means for consumer goods and retail enterprises to understand the market and customers, and it is also the basis for making strategies and decisions. Consumer research needs to be adjusted and innovated in a timely manner to adapt to the new normal after the epidemic, grasp the characteristics and trends of consumers, respond to the challenges and strategies of consumer research, and enhance the effectiveness and value of consumer research.

The research of this paper is only a preliminary exploration and analysis, but there are still some shortcomings and limitations, such as the source and scope of data, the selection and use of methods, the construction and application of models, the formulation and implementation of programs, etc., which need further improvement and optimization. This paper hopes to provide some useful reference and enlightenment for consumer goods and retail enterprises, and also looks forward to more exchanges and cooperation with experts and scholars in the industry to jointly promote the development and progress of consumer research.