Home >

Future Consumers Come.

2011/2/28 14:37:00 115

It is foreseeable that in the future, all enterprises will face more and more diverse consumer groups. Only by holding every tiny node of the consumer's change can we retain more target consumers.

fuse

The new era of online and social media marketing.

In the current Chinese consumer market, some major changes in consumer behavior have begun to take shape, and in the next few years, this trend will be presented in a more clear way.

This change has prompted enterprises to relearn their familiar "consumers' backs" and adjust their marketing practices accordingly.

In the face of such a major trend of change, no enterprise can ignore it and stick to the marketing method that has been used in the past.

Bain partners and global vice president Zhu Yonglei said, "what kind of consumers are we facing in the next five years and ten years? What are the trends they are showing? There are 8 key words. For these 8 keywords, every trader should be prepared.

The eight key words are aging, richer, women, urbanization, instant connectivity, network generation, mobility, community strength, and lack of patience.

Return to classics, "sunset" is more red.

For a long time, the middle-aged and elderly people are a consumer group ignored by most enterprises.

However, an inevitable fact is that the aging society is coming, and middle-aged and elderly consumers will occupy an important position in the future consumer market.

Some companies with keen sense of smell have been aware of this potential change and have begun to adjust their strategies.

The Saga Group, which was bought in 2004 for $2 billion 400 million, surprised the industry.

Property and car insurance projects have long been dominated by young people as the main consumer groups.

What SA AChA values is that most of the old owners' finances are very robust, and they pay more attention to safety and car maintenance.

Although they have low personal consumption, they have a more durable consumption cycle than young people.

The old age insurance business accounts for about 80% of the annual turnover of saga.

As a pioneer of fashion, Hermes also put forward the slogan of "returning to classics" for more mature middle-aged and old consumers.

Some of the new products in 2010 no longer pursue big icons and gorgeous colors with strong ostentatious signs, but tend to return to high quality and classic styles.

For this reason, Hermes also refurbished the raincoat and scarves that were once popular in the wartime, in order to arouse consumers' memory of the past.

In the view of Senna, executive vice president of Hermes, the middle-aged and old consumers who were once neglected were once the main consumers of luxury goods, but then they were gradually marginalized.

This stable and rational consumer group's reemergence is just to remind all managers to wake up the memory of the past and refocus on the connotation and value of the brand itself instead of blindly catching up with the trend.

Activating "terminal consumption nerves"

When developed countries and mature markets gradually became saturated and consumption power began to decline, some emerging markets which had not been very much concerned began to show their importance.

According to the forecast of most economists, the global economy will go out of the valley in the next one or two years and become an ascending channel. The accumulation of wealth in the whole society will also steadily increase.

Under such circumstances, the consumption power of the emerging market will be further released, which means that they may become a new growth pole for enterprises.

In order to effectively touch the consumers of the two or three tier cities, Prada has seen a large number of advertisements in the movie "Du Lala promotion" in early 2010 after witnessing the rapid rise of the movie market in the two or three line cities in recent years, which has caused widespread influence in white-collar workers in these cities.

At the same time, the words and products about Prada in drama and books also enter into the life of consumers in the two or three tier cities, to a certain extent, and expand their influence in the minds of consumers.

"You will obviously see that this year's marketing strategy of some luxury enterprises has been gradually approaching the marketing strategy of FMCG, increasing the investment of TV advertising, and trying to use the new media means such as Internet, video, social networking sites for marketing.

Because diversified marketing methods are more conducive to luxury enterprises to dig deep into the two or three line cities.

Zhou Libing, general manager of Beijing silver group cultural development Co., Ltd., believes that the two or three line market will be the battleground of every industry in the future. The first enterprise to occupy the unfamiliar market will take the biggest opportunity in the future consumption competition.

{page_break}

Pluralistic contact with "Z generation"

Armando Branchini, Secretary General of the Italy Luxury Association, said in a speech in China in 2010, "who will be our future consumer? We must focus on the digital baby."

With the gradual growth of these young consumers after 80 and 90, they can not deny that they will become the main force of future consumption.

The "Z generation", which was born in 1995 after the Internet generation, currently occupies the proportion of 15%-20% in China.

More importantly, compared with the previous generation of consumers, their high receptivity to new things is full of temptation for enterprises trying to develop new markets.

The influence of the "Z generation" has made it possible for both self and conservative luxury goods companies to try some more innovative marketing methods.

Recently, the most popular online fashion magazine in Europe has been able to directly click on products and enter LV's own online stores by providing product experience.

More and more luxury goods companies are striving to achieve the growth of physical store sales, and open up a new field of network sales.

Using more abundant and three-dimensional pictures and video means, we can display our products more intuitively and attract young consumers' attention with websites comparable to physical stores.

Arnaud said: "in the past, companies may have to spend a very long time running a luxury brand.

But in the future, the founder of luxury goods will no longer have the ownership of the brand. Learning to communicate with young people in a networked way will be very critical.

Consumers who "move"

Under the influence of the Internet, it is not only young

Consumer

The lifestyle and consumption habits are changing, and more people's lives are changing.

Zhu Yonglei explained that today's consumers are different from consumers in the past. Most of their daily life is spent in offices or homes, and more people are in the "mobile".

Many people spend a lot of time sitting in the car or flying in the sky every day. The world's air passenger flow is increasing steadily, and the number of cars is increasing. This means that people have more time to spend on the road.

Therefore, mobile entertainment has become a very important part of people's lives.

Business mobile data traffic has also been showing an explosive growth trend.

With the popularity and function of mobile terminals such as smart phones and tablet computers, mobile Internet has become a new application platform.

Many businesses use Foursquare's global positioning system to notify consumers anywhere at any time what goods are available at a local store.

As INSEAD Marketing Assistant Professor Andrew Andrew (Andrew Stephen) said, "consumers are not satisfied with receiving information in a specific place in a fixed way, you have to communicate them in a more direct and quicker way."

It is foreseeable that in the future, all enterprises will face more and more diverse consumer groups. Only by grasping every tiny node of the consumer's change can we retain more target consumers. This will be a new era of marketing integrating online and social media.