02.2019 Office Talk
Look into the big data - Embrace "Her Power"
Ding & Ding Management Consultants Joint Marketing / Ding Liwen
In recent years, women's consumption power has been continuously improving, which not only dominates more than 70% of the consumer market, but also plays a decisive role in the household consumption decision-making process and disposable income. "GO SURVEY Market Research Consultant", a joint marketing arm of Ding & Ding Management Consultants, knows well that "she" of different ages and "she" catering to different needs is a permanent topic for major brands and channels. In particular, an online survey for nearly six months has been launched to identify women who have consumed in the past 12 months and aged between 18 and 60, and further from "life thinking" "Digital Tendency" and "Digital Media Habits" explore the soaring business opportunities for women.
From the analysis of Ding Ding Integrated Marketing Services Big Data, we can see that women's consumption power in all generations has increased by 4% compared with the previous year, of which 30/40 generations are still the main consumers, followed by 50 generations, and the growth power of 20 generations is higher by 13%. It shows that women of different generations have their own needs and potentials in consumption.
Observing women's life thinking and mastering their expenditure
"Pursuing Beauty" is the constant perseverance of different generations of women, whether external or internal. According to the analysis of consumption categories, women of 20-50 generations are in the top three in terms of cosmetic maintenance, fashionable women's clothes and catering, showing their pursuit of beauty, and interacting with relatives and friends through catering and enjoying life.
Among them, 20 generations of women attach importance to timely enjoyment, not only have strong sense of autonomy, but also love self-disclosure in social platforms. Thirty generations of women use the community as a tool, attach importance to evaluation, and like to make life more convenient through high-value scientific and technological commodities. In contrast, 40 generations of women are more concerned about warm-hearted and practical goods and services, and prefer practical technology, especially unmarried women with high independence, as long as they live happily, even if they do not marry. As far as 50 generations of women are concerned, they not only have a steady intellect, but also know how to live. Although family is the core of life, they are willing to spend money to enjoy and take care of themselves.
Understanding Women's Digital Tendency and Potential Purchasing Power
Different generations have different shopping considerations, such as 20 generations of women, who pay more attention to the appearance and information of goods, preferring to try before deciding whether to buy, while 50 generations of "she" not only attach importance to brand, quality, but also value-added services of salesmen.
With the integration of digital technology into every generation's life, women's potential purchasing power can also be understood through their tendency to use digital technology. For the "she" of the 20th and 30th generations, mobile phones and Internet are necessities of life, but besides enjoying the convenience brought by online shopping, the experience of physical stores is also an important process of decision-making, thus forming a consumption mode of "first physical experience, then online purchase". In the 40 and 50 generations, women have more consumption from physical access to virtual access, such as health care and games, relying on online shopping to the same extent as young girls.
Digital not only integrates into everyday life, but also influences the communication and interaction between people. By further understanding women's preferences for the media, we can better understand how to establish a dialogue with them. Generations 20 and 30 used to use social software to connect with their friends and enjoy sharing their lives through punching, PO and live broadcasting. IG was the most popular. In other words, the content of the community website and the recommendation of relatives and friends have a significant impact on the "she" of the 20th and 30th generations. The 40 and 50 generations of women are vulnerable to TV, DM, FB, LINE and other traditional or popular community APP influence shopping decision-making, but the power of traditional media and word-of-mouth communication can not be ignored. Overall, although LINE, FB and other composite APPs have become the media channels most frequently contacted by women, TV still ranks the top three, and the heat of live broadcasting platform is still high, indicating that web celebrity business opportunities are still hot.
GO SURVEY also invited Ding & Ding Management Consultants to jointly market PresidentLiang Jinlin, Ding Lingjuan, founder of Omei Public Relations in the 21st Century, and Cui Weijie, General Mill Marketing Manager of Taiwan, to further explore the brand's management strategies for women of different generations from the perspective of women's values of different generations, and to share with women of different generations. Sex is the psychological analysis of buying high-quality goods or high-CP value goods.
According to the GO SURVEY survey, compared with women in the 1950s and 1960s, most of them did not buy International boutiques until they were 30 years old. Women in the 20s and 30s began to buy International boutiques as early as 20-29 years old. It is obvious that women in the 20s not only have significant purchasing behavior, but also have the highest consumption frequency among all ages. For women of different generations, the best products are a combination of reason and sensibility. They not only require delicacy and detail, but also self-pleasure, self-identity and even self-identity. Among them, 20 generations of women emphasize the pursuit of fashion and the superiority of wearing high-quality products; 30 generations of women give high-quality products more self-awareness, through the purchase or collection of high-quality products, to express self-taste and increase self-confidence; while 40 generations pay more attention to the "social function" brought by high-quality products, in addition to self-reward, they will also enhance their identity and professionalism through high-quality products; Women's demand for life is not much in essence, but also in shopping. They simply enjoy the process of purchasing high-quality goods and the guarantee of quality.
It is worth noting that with the change of Taiwan's living environment, international boutiques are not only luxury goods, but also can make women feel respected, self-affirmation and spiritual satisfaction in the process of purchasing, which is also a reward for self-hard work. Therefore, "consumption" for women is not only shopping, but also representing self-affirmation and spiritual satisfaction.
Women's consumption potential is infinite, but how to contact her, understand her, and further dialogue with her, interaction, and even understand the needs behind their various consumer behavior is the only way to grasp women's consumer business opportunities.
