Understanding the main force of the current world consumption trend, grasping the future market

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China has entered the third consumption peak in history, and the consumption structure has undergone a historic change with the increase of 80 and 90 consumption capacity. From the quantitative point of view, 80, 90 age group of consumers reach 400 million, its consumption potential is huge; from the quality point of view, this is in the age of 19-29 consumers, covering the campus from the young people, their consumption capacity exuberant. 80, 90 is to promote the current world consumption trend of the main force, their purchasing power, purchasing awareness, the right to buy is affecting the marketing strategy of many enterprises. Lose this consumer group, the enterprise must lose the future market. A deep understanding of their purchasing characteristics, targeted implementation of marketing strategies, for any one enterprise to seize the future market is of great significance.

One, 80, 90 who are shoppers?

80, 90 consumers, 15-29 years old, students, white-collar majority. They hate to stick to the rut and like changing, stimulating and novel lifestyles. Compared with previous generations, they have a way of life "online life", they write blogs on the internet, chat friends, play games, shopping ... The things that can be done on the web can be done on the Internet, and they cannot live without a network in their lives. They have the same label-personality, treason, they advocate breaking everything, advocating the ego, do not care what others see, express themselves good, yearning for dynamic, entertainment life, they are the first generation of entertainment.

80, 90 only from the birth of the two people were divided, in fact, two of the people's hobby, personality has more overlapping and overlap, especially in the early 90 and generation, they are similar in age, living habits, the concept of consumption is very similar. And now enter the independent consumption stage of the first 90, so this article is biased to 80, 90 consumers as the same consumer group for analysis.

Two, 80, 90 shopping behavior characteristics

Marketing Master Philips Kuttler The shopping process, its essence includes five stages: "Knowledge of demand, information collection, assessment program, purchase decision, after purchase behavior", although consumers may also cross or reverse some of these stages, but these five steps is a complete process. Many marketing experts have conducted a thorough study of shopper behavior in the 60 and 70, but today, 80 and 90 shoppers have shown what is different from the uniqueness of previous generations of shoppers? How should our marketing strategy conform to the historical trend? This article takes you through the 5 stages of shopping behavior to see 80, 90 Shoppers:

1. Understanding demand

Maslow's hierarchy of needs divides people's needs from low-level to advanced into physical needs, security needs, social needs, respect for demand, self-realization, for 80 and 90, but they have higher or different requirements for each demand. For example, the physiological needs, 60 college students to participate in the games, with the kettle thirst, 70 with mineral water pursuit of health, convenience, 80, 90 is the pursuit of cola to stimulate the "cool" feeling. For 80, 90 consumer groups, internal requirements in addition to the need to meet basic needs, but also required "cool!"! personality, fun, fun! In a word, "as long as you like, I want to buy, Coca-Cola, not because of good drink, go to McDonald's is not because of delicious hamburger, buy Nike is not because of its manufacturing process, product quality can be better than other brands, but the characteristics of the brand embodies my characteristics, I like. The inner demand of the shopper is ultimately the basic requirement + characteristic requirement.

Most of the 80, 90 desire to consume more than the consumption strength, there is no sense of rational consumption, they do not live within their means, but to measure, with high purchase impulse. To get 80 or 90 shoppers to vote at the end, success is the first step if they can tap their needs and stimulate their needs. McDonald's use of external incentives to cause consumer demand can be said to be the highest degree. In the air, "I Like it" ads, the terminal transparent floor-to-ceiling windows, from the outside to see the delicious scene inside eating things, can not help but arouse your appetite. McDonald's uncle smiles waving, joyful music, lets you want to enter this joyful atmosphere immediately. What are the basic needs and characteristics of the shopper for your product, list the top 5, and if you can make shoppers realize that your product meets their needs, shoppers will be tempted to stop at McDonald's.

2. Information collection

80, 90 consumers they often contact the circle is classmate, colleagues, netizens, they often contact the media is the network (80% means that regular internet access, and the Internet more than 10 hours a week in the medium and heavy Internet users far more than 60 or 70 generations), entertainment and fashion magazines, they often shopping venues are nearby stores, shopping malls. Their ego, personality, pursuit of "the tide", but because of the younger age, the limited consumption experience, which makes them want to get more from the surrounding consumption, shopping information. So to put the product on their shopping list, you have to make it easy for them to know the product information and to cover the product information to every key point in their life, study and work trajectory. Dynamic zone launched by 80, 90 of the family's pro-Lai, brand awareness of nearly 80%, in addition to the rich brand connotation, accurate customer positioning, to target customer activity trajectory as the core of the fashion activities is a dynamic zone captured by the campus a group of brand awareness of the killer. Around the campus community to do what, like what, from the beginning of school, classes, extra-curricular to special festivals, dynamic zone are carefully organized a variety of students like life, learning, entertainment activities and programs, such as Orientation Party, speech contest, Christmas friends interaction, Jay Concert, star campus, basketball League, hip-hop competition, orienteering, Campus Treasure hunt, rock climbing competitions, etc.

3. Evaluation programme

Each shopper chooses a product with several preferred metrics to consider, different product specific indicators are different, but overall, 80, 90 purchase products, they prefer their favorite brands, visual enjoyment (appearance, style, color), auditory enjoyment (Others evaluation personality, cool) pursuit of more than the previous generation of shoppers, If 60, 70 shoppers to buy a computer to the performance requirements absolutely more than the appearance, and 80, 90 to buy a computer to determine a good brand and their acceptable price range, the preferred indicator is the appearance of the computer. When it comes to consumers, they can only do so from their preferred indicators. For light rain This kind of consumer, if the clothing store boss insists the quality is good, the price is cheap nature is cannot impress her heart.

4. Purchase decision

Because of the light age, consumer experience is limited, 80, 90 on the basis of safeguarding the right of self consumption discourse, often easily subject to opinion leaders or influenced by public opinion environment, students, colleagues, netizens Word-of-mouth, blogs, MSN, Google search the formation of informal information exchange, almost become between them on a product, A brand's most authoritative consumer guide. Nokia October 2008 Global launch of the first touch Music mobile phone 5800,2009 year February 21, China's top selling meeting scene frenzy, 22nd morning, the country's 52 Nokia stores the first batch of products have been sold out, its marketing success in China, An important factor is the accurate marketing of a new generation of opinion leaders. The first round to promote the airborne webcast, sharing product strategy, introduction and demonstration products, the first time to accept user questions and answers; the second round of communication is to select a free trial users and published a trial feel, around the website competing with. The first two rounds of basic "captured" the network opinion leader. Third round of communication invited Tao, Karen Mok, flying son band, Super Girl, fast men, such as many 80, 90 worship Idol to participate in the Nokia New products conference, in Hunan Satellite TV, Sina Network and the Voice of China National Radio, three top-level media stereo broadcast gathered the eyes of hundreds of millions of viewers, Let a lot of fans to Nokia 5800. To pay 80 or 90, do your marketing tools affect their decision making factors?

5. Post-purchase behavior

80, 90 after the purchase behavior than previous generations more positive and active, because on the one hand they advocate self and like to use action to express their ideas, my territory listen to me. On the other hand, they communicate with the outside world more open and convenient, want to say that want to sing to sing, there is vent space and platform. After the purchase of the behavior, but occurs in the next purchase, most of the current marketing theory emphasizes after the purchase of services, pay attention to consumers after the pleasure of shopping experience. What's more important in the face of 80 or 90 shoppers is how to motivate them to spread the purchase and use experience to others, as the material behind the purchase experience is likely to be a reference for the next shopper's shopping decision. If the previous need to pay attention to the purchase behavior, then today "more" to pay attention to this link. 80, the younger a group of the more assertive, brand loyalty is lower, they like to choose among various brands, experience different feelings. An important strategy for future market sales may not be to increase the number of consumers who repeat purchases, but to increase the number of trial consumers.

Consumer 80, 90 shoppers to the shopping information absorption, for the acquisition of product Trust, the final choice for the product and other age of the shopper has a great difference, which prompted the enterprise must have targeted innovative brand-to give the brand more 80, 90 connotation and personality, improve product information dissemination channels- To cover their lives, strengthen communication with certain opinion leaders, and improve the terminal's store elements-more dynamic, stylish and entertaining; Improve the shopper experience process-increase entertainment, convenience.

This article on 80, 90 shopper behavior analysis, not the most comprehensive and not the most systematic, aimed at through some simple examples and analysis, to fight in the marketing front-line colleagues some inspiration. In a marketing dilemma, slow down and look at the new group we're dealing with. What do they like? What are their life, study, and work trajectories? Rethink how our marketing strategy adapts to them.

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