The post -90s have only 11%of the marriage rate!"Rebellious", they said to the traditional wedding

Author:Those things on the Internet Time:2022.08.01

Between the wedding and the banquet, no longer "break the silk".

The camping field wrapped in the night, a bride with a white skirt dancing with her groom with her groom, sitting around them around them, holding a glass of red wine in their hands to listen to music and talk to each other. Not far away is several tents embellished by flowers. The emotional motivation brought by folk songs is destined to be here tonight.

This is the scene of two post -95s camping wedding scenes. Except for the closest family and friends, they did not invite others. After completing the oath on the lawn during the day, they put them on the place where they went to stay. "Too traditional weddings are not what we want. Thank you very much for my wedding planning company to provide me. "Bride Lin said with a smile.

During the period of marriage after the 90s, the sense of ritual seemed to be stronger, but there were fewer hard facilities and less expenses. There were even fewer people who invited them. In the event of a wedding, they stepped out of an unusual way.

01. How can we count on love?

According to statistics, the post -90s marriage ratio is only 11%, which means that only 10 million in the country's post -171 million post -171 million post -marrying.

As a half Internet aboriginal, in the case of economic rich conditions, the low marriage rate means that the high requirements for the other half, and finally the real marriage must be in line with the soul, and this group of "rebellious generations" overthrow the tradition Wedding, reducing the wedding budget, watching traditional people.

According to Ai Media Data, in 2021, 42.8%of consumers said that the wedding was expected to cost 50,000 to 100,000 yuan, and 22.4%of consumers said that the wedding spent 100,000 to 200,000 yuan. The total price is 45712 yuan, accounting for 75%of the wedding -related funds, accounting for 40%of the entire marriage.

"Marriage is the beginning of two people's lives. Why should they splurge at the beginning?" Unwilling to do the biggest wish of the post -90s, professionals who engaged in wedding planning said that the number of weddings in recent years is small. The scale is small, and more than 50 weddings can be received each year before 2021, and only more than 20 games were received last year.

There are two reasons for the number of weddings: one is that the wedding population is decreasing, and the number of late marriage people increases; the other is that the emergence of the epidemic is destroyed people's confidence in the wedding. The most important thing is that they are unwilling to do it. The wedding of small and fine "and" fine and beautiful "is more popular.

A star -rated hotel administrative manager in Guangzhou has the same sense of this. In the largest hall of their hotel, it can be placed on more than 40 tables, but in the past two years, it has not been held for a wedding banquet of more than 30 tables. According to his calculations, the hotel is 10 -15 tables of wedding banquets accounted for more than 80 %, and less than 4.50 weddings below 10 tables, but the atmosphere was not worse than 40 large wedding banquets.

The prospective bride who was in Xiaohongshu came to this conclusion: The lightweight wedding was more popular, not only alleviating the fatigue, saving expenses, but also eliminating the situation of comparison, fundamentally "reduced the burden on love."

In May of this year, Cuijia Village, Tangwang Street, Licheng District held an online wedding. Due to the news of the region management and control a few days ago, they could only pick up relatives through live broadcasts. There are a lot of changes in tea and mini -game links. The wedding cars are in the countryside, and the atmosphere is full. The friends in the live broadcast room have sent blessings and gifts.

They said: Although they don't look very formal, they are too happy. The wedding is just a ritual. It is important to be the heart rather than a ritual, and such a novel way is even more memorable by the two.

According to the data of "2021 China Wedding Consumption New Normal User Care Insight Report", the online wedding service platform is facing a huge consumer market of 3 trillion yuan. The form of online marriage is becoming more and more normal. At the same time The post -90s pay more attention to the wedding experience.

Wedding is one of the five gifts in life. Each country has its own traditional ritual. It is the inheritance of folk culture and the ritual of national culture education. The huge profits of the wedding industry are well known. How high is the specific profit?

02. Industrial chain spawned by wedding

Although the epidemic has been repeated in the past two years, many weddings have been postponed and canceled, and the number of newcomers is also decreasing. The market size of the Guangyi wedding industry in 2022 will exceed 24 trillion yuan. This group of people has unique demand and greater imagination for weddings.

According to the materials provided by some wedding companies, there are four main expenses of the wedding company: material cost, venue cost, labor cost, and equipment cost.

Among them, the most outspoken part of the wedding company is the material. The wedding art center like Century Fate has more than 10 theme private rooms. At one time, it has a lifelong profit. In addition, the venue and equipment costs are the same. The "most beautiful moment" on books and Douyin, which has also become a gap in the "chaotic offer" of the wedding company.

For example, the "flying veil" of Douyin's fire in the past two years not only flew over the country, but also flew out of the country. Foreigners speculated that it was high -tech or drone, but in fact it was a transparent fish line. It plays a big role. Just place the two hosts at the front of the bride's position. Set the flight route in advance. The operator can press the button at the right time.

A wedding company's offer to flying yarn is as high as 3888 yuan, although there are no less than 10 cases of Flying yarn failure, and there are not a few claims. These ideas were collected online by new people. Professionals who have been doing wedding planning for more than 10 years said: "The previous people wanted their weddings to be different from others, but they could not mention their ideas. Now people will hold it directly. Video and pictures are taken for us. "

In the "Women's Treasures" such as Xiaohongshu, Wedding, Douyin, etc., not only the full set of strategies for weddings, but also one -click to provide wedding quotes and contact merchants quickly. Advertising in the big data era is always so accurate.

But what they do n’t know is that those explosive weddings and links they have brushed are created by professionals. They are called “wedding designers”. The business has been expanded to the major mainstream from simple design drawings to design plans. The platform is promoted. As long as the wedding is unified by the newcomer, it is very easy to "produce" publicity. This is also the latest important part of the wedding industry chain. It is also necessary to seize the Internet channels.

Take the wedding ring, in addition to the touched marketing behind it, there is also the cargo effect from KOL and KOC, and some simply pack them into a KOL.

Once an amateur blogger inadvertently shared his plain ring ring, which made the ring brand burst by 100 orders on the same day. 30%. Today, the brand has accounted for 50%of the overall channel through online channels.

Why is wedding marketing important? Wedding, wedding rings, wedding dresses, etc. have a lifetime or less low -frequency consumption characteristics. Therefore, it is difficult to maintain a customer's enthusiasm for secondary consumption. Only by constantly closing new customers can there be opportunities for development.

According to the latest data in 2022, nearly 910,000 wedding -related companies across the country. In terms of regions, Shaanxi, Shandong and Jiangsu ranked among the top three with 183,900, 105,600 and 66,000. In terms of urban distribution, the number of wedding celebrations in Xi'an reached 170,700, accounting for 93%of the total Shaanxi province.

At the same time, the number of new registered companies is still increasing, and vicious competition is inevitable. Wedding photos, wedding dresses, and rituals are hidden mysterious machines, and the bride's wallets are madly harvested. In 2018, Chongqing data shows that a total of 138,000 newcomers register for marriage and receive them. 1500 wedding complaints, the most complaint options are "wedding companies charges."

The miscellaneous card is full of the market and the wedding props are also facing depreciation issues. Young people generally pursue the highest cost performance. Lightweight is not only to reduce the burden of love, but also people's consumption concepts to "flowers on the blade". It is also the time when the traditional wedding was hit by Hou Lang on the shore.