What are the business trend forecasts for 2015?

2015 Business Trend 1: Refactoring boundaries

Carving ye not only did the beef brisket, but also made a kebab, afternoon tea, pancakes, but also into the United States nail, Millet made a mobile phone, do a TV, do agriculture, but also to do cars, smart home. In this new economic era, industry boundaries are being constantly broken, although these cases have not yet proved 100% of success, but the Cross-border tide has been unstoppable, thinking about the nature of the industry, a broader vision, and to jump out of the industry's perspective.

In the past, enterprises to use the industry to make competitive barriers, but the internet and the depth of the traditional industry infiltration, the construction of the enterprise boundaries, software and hardware integration, entertainment and fashion elements of the integration, mobile Internet applications, etc., are in the new division of the industry's sphere of influence.

The core of all these changes is the human needs, the population after the subdivision of the aggregation, in the information economy based on time and space, based on interest, content-based aggregation, is changing the past a single age level, income division, professional status of the hierarchical model. Therefore, the core of reconstructing the commercial boundary is based on the people's aggregation as the angle of view, instead of the product and industry perspective, in the 2015, the change in business innovation in every industry stems from the discovery of pain points for homogeneous consumer groups and the combination of product and service elements built on that basis.

2015 "Refactoring boundaries" trend taxing:

1. How does your industry graft the internet and mobile Internet to provide products and services in a different perspective?

2. What are the pain points at different entrances, consumers with different lifestyles and values? Can the center combine products and service elements?

2015 Business Trends 2: Sharing the economy

Our physical space is becoming more and more limited, housing is getting lower and fewer parking spaces. Many products, you do not necessarily need to 100% of the ownership, you only need to consider how to better use, if it can be used conveniently, "ownership" actually no longer important.

Car rental through the mobile phone, through the short rental network will be temporary rental to the traveller [China Media Library China Media Library], in the internet to share their songs or novels, the children do not need toys on the internet to exchange with people ... More and more economic activities are completed in the sharing, the system of direct exchange between individuals can be realized at any time to connect thousands of people around the world, consumers through the Internet to consume or exchange, enjoy more convenient, comfortable, fast and affordable goods and services. Easy to use cars, tick-tock car, pp car rental ... First in the car rental industry set off a wave of innovation, what is the next industry? The essence of a shared economy is that consumers want to consume in a way that is different from the past and more affordable--that the convenience demand is at the core, that the ownership of the goods is gradually being dispelled, and that the more convenient use of and the availability of it is the object of consumer concern.

2015 "sharing economy" trend taxing:

1. Is there anything that consumers can share in your industry?

2. How do you build a convenient portal and platform for consumers to share what people want to share with new technologies and large data platforms?

2015 Business Trends 3: Micro-innovation in small cities

November 19, 2014-21st, "The First World Internet Conference" held in Wu Town, Zhejiang, China, nearly 1000 people from Governments, international organizations, enterprises, science and technology communities and civil society in 100 countries and regions attended the Internet Conference. This Congress lets the ancient town and the Internet unify unifies, lets the Wu Town have the new definition. "Whatever your identity, where you come from, you can find the right place in Wu Town." ”

In the past, Chinese cities were chasing all-inclusive, the movement to make big cities tends to homogenization, now, small differences and uniqueness will let many small and medium-sized cities exudes charm, small innovation and positioning, often let the city more stories and charm, the city image to look for small and beautiful story. Tourism resources are no longer the core reason for people to aspire to the city-experience, emotion, story is the core.

2015 "Small city Micro-innovation" trend taxing:

1. Is your city still greedy for all-inclusive's image positioning and dissemination? If so, please change.

2. What are some of the more interesting stories in your city? How do these stories form a point that moves people or makes all the tourists yearn?

2015 Business Trends 4: Sub-culture x micro-community

Mass market, so that the competition for business innovation is fierce. The diversification of the preference of the mass groups makes the classification of demography and sociology no longer accurate, but the subculture and small communities that exist under the large ethnic groups, are the foothold of the future innovation business.

The mobile internet allows for smaller space, simpler revealing, more segmented interest, more timely sharing, and the rapid emergence of more efficient links, content and behavior patterns that allow consumer culture to decompose more subculture with content, interest, and social center.

The value of subculture group will become the core of supporting the long tail market, and the expression and demand of individual identity of different subculture groups become the basis of micro-community business. Focus on the small needs of subculture and micro-demand in life, the formation of a community based on vertical, strong relationship, with specialized products and services for cutting, will shape the consumption of the big market.

For example, capturing the two-dimensional "beep-mile" video-sharing website of the meta culture became popular in the and the new media, which is based entirely on the spirit of the internet era of black, spit, Black, and parody, attracts a large number of groups.

2015 "Sub-culture X-Community" trend taxing:

1. Have you ever thought about the classification of the other?

2. Are you able to name more than 3 Internet communities or apps that you often stay in?

3. How do you think about observing the life forms of young people in different time spaces?

2015 Business Trend 5: Quality consumption

Consumers do not want more, but more simple, consumers want not to see symbols, but to touch the exquisite.

With the diversification of consumers ' information, consumers begin to rethink and rethink the symbol consumption, while they are pursuing the product price, paying more attention to the practicality, safety and product quality of the product, while consuming "brand", we begin to pay attention to the diversified pursuit of consumption experience, brand culture and connotation.

Selling branded symbols will no longer impress consumers, the consumer's ego world and the brand link is more and more important, but the life style's fine carved the demand unceasingly emerges, the exquisite subdivision living group is rising, for instance the Gourmet, the beautiful expert, the literature personage, the health expert, the traveling lover and so on. In the future consumption behavior people will also be more advocating the economy, for example, in the choice of clothing consumers will be more inclined to the same or its recommended style, "buy hands" will become a hot word.

2015 "Quality consumption" trend taxing:

1. Do you know what is the quality requirement of your product service consumption area?

2. Does your company have a blasting product?

3. Have you thought about how to launch more people to recommend your product?

2015 Business Trend 6: The intellectual interconnection of personal life

New technology allows lifestyle mobility, visualization, intelligence, in the wearable market is booming development, the next stage is to consider the interconnection of all things and the interconnection of personal life.

Everything is interconnected. For example, Apple enters wearable equipment, and Tesla uses the car to connect to new energy vehicles, internet TV for the promotion of the value of traditional television, each of the hardware in life is no longer isolated, but thinking "the link between things and things," which will make the hardware has Internet life, the interaction between consumers and devices will become simpler.

Personal life is intelligent and interconnected. Every consumer is looking for a personal intelligent ecosystem, mobile wearable equipment and technology will be integrated into more consumer lifestyles and products, large to home appliances, household products, small to nail polish, food packaging, can be analyzed psychological state of wearable equipment, mobile health management, and analysis of data to provide personalized service companies, etc. , it is an area of concern for enterprises to develop products that match these unique life needs and ecosystems.

2015 "The wisdom of personal life interconnected" trend taxing:

1. Do you think it's a fashion to wear a market? Do you know how to use it?

2. Have you thought about the business opportunities in emerging areas such as mobile health and mobile smart home?

2015 Business Trend 7: Point economy

Consumers are always looking for reasons to spend, the former reason for consumption is given by traditional life culture, today, the Internet can create more consumer culture. Even 365 days, consumers want to be on Sundays every day, a festival that everyone agrees on, becoming an important reason for Chinese consumers to relax themselves.

Consumer nodes are being replaced by the consumption point, a brand to form the consumption of the group spread, it is necessary to combine consumer demand, create a consumption "point", triggering action. For example, Alibaba to double 11 dozen create "network shopping festival", originally Life "717" became "Go home to Eat festival", "South du Entertainment Weekly" with million and water heater to 2014 double 12 became "home accompany Day" ... Busy society, consumers need reasons to relax, but also need to reason consumption, 365 days, can trigger the collective behavior of consumers, like "The Earth lights off an hour," If a brand hopes to occupy the heights of the industry, to create a "de facto economy" has great commercial value.

2015 "de facto economy" trend taxing:

1. Have you ever thought about letting your customers do the same thing on the same day?

2. Do you know how to plan a consumer culture theme day?

2015 Business Trend 8: New Experience Field

The reason why people choose the place of consumption is no longer a purposeful consumption, but a new field and cultural space. E-commerce reduces the frequency of people going to many retail venues, while traditional consumer sites respond to the impact of the Internet, experience and entertainment as the core. All channels need to break the concept of just pure trading and consumption channels, but to create a new lifestyle experience field, even a restaurant, or a snack bar, enterprises need to think about how from the trading economy to experience the all-round transformation of the economy.

The introduction of new multi-media technology, as well as the formation of cultural themes and so on, consumer places and consumer space to change the imagination of traditional consumption patterns, entertainment and enjoyment of the demand for the creation of a new experience of the core, the new experience field also allows a lot of space can have a chance to become a symbol of life

For example, Shanghai K11 Shopping center positioning itself as "art, humanities and nature", often held a variety of thematic art exhibitions and other activities of the art space, the shopping mall into a cultural and artistic trend of the gathering, 2014, the successful introduction of Monet's first China special exhibition "Impressionist Master Manette exhibition", The number of visitors reached 400,000, the turnover increased by 20%, so that the shopping place became an experience field.

2015 "New experience field" trend taxing:

1. How to turn the channel into a place of lifestyle instead of a simple trading place?

2. How does the channel flow from the economy to experience economy and entertainment economy?

2015 Business Trends 9: Mobile Brands

Today's brand to be popular, need is information flow. The mobile brand is not just a unilateral increase in its brand's sound volume, but to let the brand information can be more people take the initiative to pass, therefore, bearing meaningful and interesting brand content become the important work of brand building, so that brand content in different media platforms and consumer groups can be mobile and spread, Become all brands to think about.

A mobile brand is like water and air, and the creation of all good content is to let the brand flow of the core, "sense of existence" and "liquidity" two dimensions have become the important dimension of brand building, "existence" is to establish brand awareness, "liquidity" is to make the brand more dynamic.

For example, the 141-year-old jeans brand Levi "s, has been a sexy charm to attract many consumers, but the continuous change of young people, suddenly this brand is not in the majority of young people's shopping list, more than 50 years old consumers have become their biggest buyers, the consumer population of Aging, The brand is a dangerous signal, as a result, Levi "s" Liveinlevi "s" in the Global Network Marketing campaign, so that all people use video and other ways to bask in the state of their jeans, designed to encourage consumers to tell their own online Levi ' s story: "Put it on, Challenge it, torture it, share it, and tell the consumer, put on the Levi "s, you can do anything, just don't do nothing." This is not only a sense of existence spread, but also explain how the brand should flow in consumer life.

2015 "mobile brand" trend taxing:

1. How does your brand communication achieve online integration and synergy?

2. Does your brand have its own content platform? Do you know how content marketing is done?

2015 Business Trend 10: Pan Entertainment Marketing

All industries will be entertainment, serious cold no longer be liked by young consumers, therefore, the enterprise's products and services to give consumers psychological pleasure and satisfaction.

And with 80, has become the main consumer of China, their sense of participation in the demand for intensified business to integrate the elements of entertainment in order to impress young people, marketing is also "show field."

Film and television, music, literature, games and other cultural resources and platforms, can become a combination of entertainment interactive marketing resources, for the development of recreational resources, the star resources and entertainment resources content and integration, will be a short-term entertainment events amplification, deepen, lengthen, can let the entertainment effect amplification and far-reaching impact.

In the internet age, the brand is no longer that cold, high above, just take the image of entertainment media platform, but there is affinity, content, there are more consumers to pay attention to the personification of the carrier. For example, Lanxiang Technical School's popularity is precisely because: "excavator technology which strong?" China Shandong to find Lanxiang "This sentence in the network of viral transmission, and careful analysis will find that their marketing practices diverse, from television to micro-blog, from the film to the jokes, about the lanxiang of some black, parody, but also humorous, in short, full of entertainment, Let Internet users voluntarily provide communication channels.

2015 "Pan Entertainment Marketing" trend taxing:

1. How does your brand play with consumers?

2. Do you still stay in the celebrity endorsement, simple title of the entertainment marketing stage?

2015, the life of science and technology, human culture, the refinement of consumption, the fine differentiation of life form will be further intensified, on the Internet and traditional industries, the integration and synergy of efficiency will continue to improve, business model changes will pay more attention to the small opportunities for innovation, refined, simple, deep will be innovative action points.