This paper analyzes the consumer market and puts forward the first trend: independent conclusion: the independent consumption mode of the elite requires products to provide more choices to better meet personal preferences. They want to shop in an independent and comfortable shopping environment, as well as an increasingly diversified consumption orientation. All these will bring a lot of new atmosphere to the consumer market in 2 1 century. For western readers, independent consumption behavior is a matter of course and nothing. However, China has been dominated by the planned economy for 40 years, and society does not encourage "ego" or talk about personal satisfaction. In the 1980s and 1990s, with the transformation from planned economy to market economy, great changes have taken place in society, and people began to come into contact with the new concepts of "consumer" and "self", but their understanding of these new concepts is still immature. For ordinary people, whether faced with rapid social changes or a wide variety of commodity choices, although it feels fresh and attractive, on the other hand, it has all kinds of inadaptability and uncertainty. The word "herd mentality" just describes the mentality of consumers in this era. In the 1990s, it was common for consumers to rush to buy brands or newly listed products. They feel that owning these products or brands is a symbol of "progress". But individual consumers lack independent consumption personality; When buying products, they don't know what they need and what suits them, but they catch up with the standards set by the market, and the market and the public tell him what they need and what suits him. By 2 1 century, this situation began to change among the elite. After years of baptism of consumer civilization, the elite's "self" consciousness is gradually strengthened. They took the lead in breaking the negative consumption pattern of "the market sets consumption standards for me" and replacing it with a self-consumption pattern that pays attention to individuality. I began to know what I needed and what products were suitable for me, and I had the consumption consciousness of "I am different from others". I began to think that they should set their own consumption requirements, and the brands and products on the market should cater to them, not catch up with the fashionable things on the market. Individualization is the necessity of independent development. In recent years, supermarkets have mushroomed, replacing the counter service of traditional shopping malls. For many people, the biggest advantage of supermarkets is that they have many choices, so they can choose for themselves. Although individuation and diversification are the consumption trends, China people traditionally do not advocate individual style, but pay more attention to social harmony and unity, and emphasize individual's responsibility and position in society. Therefore, it is believed that the personalized consumption development in China will be different from that in the West to some extent. In fact, although the market economy emphasizes personal performance and remuneration, most people are subjectively willing to conform to the mainstream and do not want to be different in thought or behavior. Therefore, elites work hard and hope to achieve something in their careers or lives, but what they pursue is to get ahead, do better than others, be more successful than others, and get respect and attention, rather than hoping to stay out of the mainstream or do something that is not recognized by mainstream values. They want to be better than others, not different from others. So they will wear fashionable and high-quality clothes to achieve superior effect, but they will not wear unique clothes. Hard-core consumers tend to be independent and personalized, which is followed by another important trend: diversification of consumption behavior and market segmentation caused by different lifestyles. In other words, even consumers with the same age and living standard will show different consumption value orientations because of different lifestyles or different mentality and values. For example, some pursue status, some pursue simple life, some pursue novel high-tech gadgets and so on. In addition, some consumers will have different consumption orientations when buying different products (for example, they will pursue simplicity when buying general consumer goods, but they are willing to pay high prices for high-tech new gadgets). Therefore, market segmentation has become more complicated than before. Trend 2: Concept of Personal Finance Conclusion: The concept of personal finance of elite consumers is becoming more and more mature, and with China's entry into WTO, the banking and insurance industries are gradually opening up, and various products related to personal finance will develop greatly in China. In the 1960s, the life of China people was still quite hard, and most people were pursuing basic food and clothing. In the mid-1980s, some people began to get rich and tasted spending money for the first time, which brought them all kinds of comforts and conveniences in life, even the stimulation and enjoyment of material desires. For people who are used to working hard, the beauty of consumer civilization is a great discovery, and there has been a consumption trend in society. At that time, China people lacked any concept of modern financial management, and had no plans for the future, because everything was arranged by the state. For these newly rich families, it really doesn't matter to compare savings and wealth management with consumption enjoyment. This mentality began to change in the late 1990s. Especially the elite, the reasons are as follows: First, the social security is reduced. Although living standards are constantly improving, in recent years, economic reform and state-owned enterprise reform have fundamentally changed people's thinking: in the past, the state provided comprehensive lifelong welfare protection, including the most important housing and medical care. Now I gradually understand that I have to rely on myself, and the future protection must also be well planned by myself. So I started the idea of making plans for the future as soon as possible. Second, after more than ten years of life improvement, the elite have accumulated a certain amount of personal savings and formed the concept of "personal wealth". Apart from consumption, they are more interested in how to create new wealth, actively learn various financial management methods, and are willing to take risks.

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