Articles by IDG VIEW

While Everyone Talks About Consumption Upgrading, We Want to Discuss 'Consumption Downgrading'

This article is based on the speech by Lou Jun, a director at IDG Capital, at the '2017 IDG VIEW' conference, as well as a roundtable discussion on new e-commerce. In 2016, we identified three origins of 'new e-commerce': mobile e-commerce under new models, consumption upgrading targeting the middle class and pseudo-middle class, and new lifestyles of the younger generation. These categories have spawned many hot startups, including sharing economy, content payment, and tea beverage brands. Consumption upgrading is also a hot concept, but we found that everyone's understanding of it is inconsistent. What exactly is consumption upgrading? Is buying more expensive and fashionable items consumption upgrading?