1. The mainstream consumer groups in China have begun to have an unprecedented one-child generation. How will this affect the consumer market in China?
A: According to the materials, the only child in China will quickly replace the leading consumer group aged 65,438+08 ~ 25 and become the new main consumer in China. Their impact on China's consumer market will be mainly analyzed from the following aspects:
First, the characteristics show that such people have a wide range of information sources and channels and are interested in new things.
The ability to accept is also strong, so new things are easy to gain a foothold in the market, especially more competitive products. In addition, their consumption channels have also increased accordingly, which may lead to the emergence of new consumption patterns, thus creating new markets. For example, the emergence of online shopping has promoted the development of e-commerce and express delivery business.
Second, characteristics two and five show that the only generation pays attention to individuality and emphasizes self, so they
Advocating brand and pursuing fashion. Their independent personality will definitely make their consumption concepts and consumption patterns different from the past. Their unconventional personality will inevitably produce new consumer demand, and then produce a new consumer market. And their personality of advocating brands and being brave in trying will also urge commodity suppliers to pay attention to brand building and promote the upgrading of commodities.
Third, characteristics three and four show that the only generation pays attention to consumption in advance, "spends money", and does not
Paying attention to saving can stimulate the market and promote economic development when the economy goes down. Fourth, feature six shows that the only generation is not satisfied with the current product structure in the market, that is,
In other words, they may create a new consumer market, and then inject new blood into China's consumer market, so that the product structure of the whole market will develop towards multipolarization. To sum up, the only generation in China is bound to become the mainstream force in China's consumer market, and now it has become the largest purchasing group in China's consumer market. How to compete for this specific group will be the primary problem that a new generation of marketers need to consider. Only by attracting the attention of this group to their own brands can we win the market and achieve the marketing purpose.
2. Looking at the consumption behavior of the only generation, how should marketers win over this generation? A: In view of the six characteristics of the only child, marketers should start from their characteristics and break them one by one to achieve the best marketing effect, so I think marketing decisions should be made from the following aspects:
First, in view of the first feature, because of its wide sources of information, many channels, and accepting new things.
With strong ability, marketers can penetrate into the major websites, film and television works and entertainment programs they often visit, which invisibly affects their consumption concepts and thus their consumption behaviors.
Second, for the second and fifth characteristics, because of their independent personality, self-centeredness and worship.
Brand-oriented, fashion-oriented, and self-consumption-oriented, we can find out their interest points through market research, design and make novel and eye-catching product appearances to attract their attention, improve their attention to products, and then cause purchase behavior.
Third, in view of characteristics three and four, because it belongs to hedonism, it advocates "spending money".
They don't pay attention to saving, they are willing to spend a lot of money to meet their immediate wishes, and they are destined to linger on the purchase of high-end brand products in pursuit of brand personality. Therefore, marketers should attach importance to brand core values, establish brand awareness, strive to establish brand personality, attract consumers with the same self-concept and make them become a member of the brand, thus stabilizing the consumer groups of this product and improving sales performance.
Fourth, in view of the six characteristics, because they pursue new feelings and new experiences, that is,
They are not satisfied with the status quo and dare to pursue new things. They are a potential group of new things. Therefore, enterprises can make use of this great feature of the only child to actively innovate and transmit this information through various information channels, which will surely attract their attention and achieve marketing purposes.
To sum up, in order to successfully attract the only child and make it a member group of products, we must understand and master their characteristics and interests, and formulate corresponding marketing plans according to these characteristics and interests, so as to firmly grasp this consumer group, occupy the market and win the final victory in marketing.
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