Blue Standard Consulting teams up with eBag Wash to release Shanghai laundry consumption market insight report
Release Time:
2019-10-23 19:26
Source:
Washing Vision
With the original intention of helping laundry enterprises understand consumers' real needs and promoting industry development, Blue Standard Consulting, focusing on the construction of an international standardized operation system for the laundry industry, jointly with eBagWash, officially launched a consumer-end market research activity for the Shanghai laundry market in July this year. This survey lasted three months and mainly explored and analyzed the consumption situation, consumer behavior insights, and service demands of wage earners with a monthly income ranging from 5,000 yuan to over 20,000 yuan when consuming laundry services.
Basic Situation of Consumers' Laundry Consumption
1. The consumer group choosing laundry services is still mainly female, with a male-to-female consumption ratio of about 3:7.
Income Situation: Unit (Yuan)
The proportion of male and female consumers is as follows:
Male-to-Female Consumption Ratio
2. Salary level has become the deciding factor for whether consumers are willing to accept laundry services.
As shown in the figure below: when the salary is below 5,000 yuan, only 38.89% of consumers are willing to choose laundry services; when the salary exceeds 5,000 yuan and approaches 10,000 yuan, about 85.71% of consumers are willing to choose laundry services; and when the salary exceeds 10,000 yuan, 99% of consumers are willing to choose laundry services. In short, as consumers' income increases, the likelihood of choosing laundry services also increases proportionally, and laundry services naturally become a common lifestyle service choice for high-income groups.
3. Basic laundry consumption within 100 yuan is the public's first choice.
The survey found that consumer groups with different incomes invest different proportions in laundry consumption. Although there is some demand for high-end consumption, the basic consumption type is still mass consumption within 500 yuan. Consumers with monthly laundry consumption over 500 yuan are almost all concentrated in the income group above 10,000 yuan.
Insights into Laundry Consumers' Consumption Behavior
1. Public relations promotion has become the primary way for consumers to choose services.
Consumer ways of understanding and choosing services
It is well known that advertising promotions, personal selling, business promotions, and public relations publicity are common promotional methods. The survey found that when consumers choose laundry services, public relations promotion through friend recommendations ranks first among all channels with a 70.97% share, followed by Dianping with 38.71%. Although there is a slight difference in data between the two, both are based on word-of-mouth as the foundation for recognition and recommendation. This shows that evaluations and feedback from customers who have used the service are the most persuasive promotion methods and bases for choice.
2. High value retention and high-quality laundry requirements have become the main reasons for the public to choose laundry services.
Main Reasons Consumers Choose Laundry Services
In the survey on why consumers use laundry services, 70.83% said they choose it because of difficult-to-remove stains on clothes, 66.67% said because the clothes are valuable, 60.42% said because the items are too large to wash by themselves, 8.33% chose it because they have no time to wash, 2.08% habitually use laundry services, and 4.17% cited other reasons.
It can be seen that the washing of high-end clothes and the high requirements for stain treatment are becoming reasons for more and more consumers to choose laundry services. They believe laundry shops can provide relatively professional washing services, using professional detergents, technology, equipment, and processes to ensure the washing effect reaches an ideal state. Additionally, for large items such as curtains and sofa covers, most people think they should be entrusted to laundry shops for disassembly and washing, which ensures cleaning quality and saves the trouble of self-disassembly and assembly.
3. Poor washing quality and safety issues have become the main concerns for consumers refusing to choose laundry services.
When surveyed about reasons that make consumers unwilling to accept laundry services, most consumers listed the following reasons (multiple choices allowed):
4. Pick-up and delivery within one week is generally acceptable to most consumers.
Consumers' Acceptable Pick-up and Delivery Time
For the fast-paced modern life, time is undoubtedly money. So, what pick-up and delivery time is most acceptable and satisfactory for consumers sending clothes to laundry shops? As shown in the figure above, about 43.55% of consumers hope to complete it within 1-2 days, about 45.16% hope to complete it within 3-5 days, and 11.29% said it does not matter. Therefore, controlling pick-up and delivery time within one week is relatively acceptable to consumers.
5. Consumers' ways of handling laundry disputes tend to be rational.
Laundry disputes caused by various reasons during the washing process are often inevitable. The survey found that consumers' ways of handling laundry disputes are gradually becoming rational, with most disputes resolved peacefully.
Consumers' Chosen Handling Methods
About 59.68% of consumers choose "compensate the clothing amount at their discretion" when laundry disputes occur, 19.35% choose "compensate the clothing amount at the original price," 14.52% choose "compensation after professional department appraisal," 4.84% express understanding, and 1.61% are willing to accept laundry shop vouchers as compensation. Long-term laundry services and knowledge promotion by laundry shops have led more consumers to have a deeper understanding and recognition of clothing washing. They tend to handle laundry disputes rationally and mostly reach settlements and appropriate compensation through negotiation with laundry shops.
Exploration of Consumers' Demands for Laundry Consumption
1. The vast majority of consumers hope to get cost-effective and high-value consumption and experience.
Basis for Choosing Services
About 85.71% of consumers hope laundry shops can provide cost-effective washing prices, while 71.43% and 64.29% of consumers respectively hope to experience good service attitudes and good word-of-mouth from previous customers during the washing service process.
2. Direct price discounts have become the most favored promotion method by consumers.
Promotional Methods Preferred by Consumers
Direct discounts on laundry fees account for 74.19%, making it the most favored promotional method among consumers. Special price trial washes for large items with free small items follow with 58.06% and 41.94% respectively, becoming the main promotional methods consumers are willing to try. This also indicates that price is the most critical competitive focus for consumers, with other promotional methods serving as supplementary references.
3. Recharging to become a laundry store member is a common practice among most consumers seeking quality service.
Research shows that over 50% of consumers are willing to choose membership recharge to enjoy more premium services. They hope to receive higher value-added laundry care services with the help of professional technicians at the laundry store.
Additional Services Consumers Wish to Enjoy
Among these high value-added services, 75.81% of consumers hope their laundry receives high-quality professional care; 67.74% hope the laundry store will perform delicate mending and repairs on worn clothes; 40.32% wish to enjoy free pick-up and delivery services provided by the laundry store; 24.19% hope to have their clothes altered, and 19.35% want fragrance added to their garments. Paid services seem to better meet consumers' psychological expectations for quality service compared to free services.
Summary
With the continuous improvement of living standards, people's requirements for laundry quality are also rising. Laundry price remains the main concern for consumers, but laundry quality and safety are increasingly gaining high attention from more consumers. Therefore, how to effectively improve laundry care quality, ensure washing and environmental safety and hygiene, and achieve a win-win situation for customer recognition and business profitability remains a significant challenge for many laundry stores.
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