05.2020 Office Talk
Analysis on the trend of consumption style
Supply / group comprehensive efficiency and retail planning headquarters
Changing the consumption of display and redefining the CP value
Breaking the recognition that "consumers are pursuing price CP value" in recent years, CEO Cai Hongxian of Dongfang online pointed out that in the past, nearly 51.6% of the people pursued CP value, and now only 40% are left. Other people turned to pursue brand, special experience and rich lifestyle (such as value identity), but it does not mean that consumers are no longer sensitive to price, but redefining CP value. 85% of consumers agree that the value of the goods is not only the goods themselves, but also the whole shopping process. The free and convenient life experience it brings is the new value, including easy to obtain, easy to give up, convenient to exchange and convenient to upgrade. In the shopping decision-making of consumers, brands should immediately provide services for all scenarios before, during and after their use.
Beretti, Professor of Enterprise Research Institute of Political University, further analyzes the survey data of Dongfang online, and points out that four major consumption formulas are rising:
1. Hunting consumption waiting for the opportunity
After years of training in the channel price war, consumers have gradually become familiar with the formula, and then develop a consumption mode starting at the best time. In terms of the double eleven schedule, more than half of the consumers (52%) will be like hunters, waiting for the price to be fixed at a fixed time, so that 80% of the "rational hunters" whose average consumption amount is almost the same as the plan.
2. Fast and effective leather consumption
Consumers' attention to health and their pursuit of appearance have reached a new peak, with 96% of the consumers spending on maintenance. Among them, men are the main force of growth. The proportion of men who don't pay attention to external appearance has reached the lowest point in recent years (30.3%), and the gym has expanded rapidly, with an increase of 138 over the same period last year, which shows that consumers are willing to pay more attention to health and appearance.
3. Trust the brand and save money
Consumers are embracing "brand value" again. No matter household appliances, daily necessities and beauty products, they are significantly warming up. The influence of famous brands in some product lines has even reached a new high!
4. Taste the flash consumption
Different from the early bird or late bird consumers, the number of consumers following the trend is increasing year by year, especially in the food and beverage category. The relevant brands greatly accelerate the development of new products, attract consumers by means of CO branding, new packaging, sub brands, etc., which makes the proportion of general consumers increase from 26% to 36.4%. The trend of following the trend is significant, and also improves the honeymoon period of commodities Risk.
The path choice of the mixture of virtual and real
Su Xiangting, director of Dongfang online, found that the overlap rate between virtual and physical buyers increased year by year, from only 25% of consumers in 2016 to 39% in 2019. From the perspective of sales channels, convenience stores and supermarkets account for more than 90% of the sales of food and beverage, while online shopping accounts for less than 0.5%; however, online shopping for home appliances accounts for 12.7%, while convenience stores and supermarkets account for less than 0.5%, which shows that consumers have obvious differences in their choice of different channels.
It is expected that the physical channel is the entertainment place for selling experience
Professor beretti also pointed out that the proportion of consumers who go to the department stores less has increased from 34.7% to 36%. Although it seems pessimistic, the proportion of consumers who go to the Department Stores for the sake of cinemas and amusement parks has increased. On the contrary, the main consumers in the past, such as maintenance products and cosmetics, have not changed much, which shows that the significance of physical channels is changing, and department stores are no longer just selling goods It's a place to sell "fun and exciting experiences.".
Li Jingfang, executive director of the comprehensive efficiency and retail planning headquarters of Far Eastern Group, pointed out that the world-famous cognant technology solutions Corp. divides experience retail into four types: immersive, convenient, collective, curated and Fe retail group We are committed to providing consumers with the best experience retail, for example, the fan Eastern Department Store in Banqiao aims to immerse the experience and recreate the Venice scene; the self built retail app is also designed to meet the convenience experience needs of consumers; in addition, the city 'super creates a kitchen classroom to meet the needs of consumers with group body experience; the fan Eastern big city shopping malls Regular holding of various entity activities is a classic case of scheming experience. Even in the experience of Far Eastern big city shopping malls, whether large-scale activities such as vocal Asia Festival or Christmas lighting can effectively improve performance, with an average contribution of 6-9%, which shows that catering to consumers' needs for experience is a good way to improve sales performance.
* desire for one-stop purchase of virtual access
Consumers are more and more looking forward to completing one-stop shopping in e-commerce, and because of the openness and transparency of the Internet, they have also raised a group of consumers who are highly sensitive to the price. Professor beretti added that consumers have rapidly broken the concept of multi screen and multi screen, which was developed a few years ago. 62% of consumers use mobile phones alone for shopping, and there is a trend of growth over the years. Mobile phones have become consumers To control the main equipment of life, the optimization of relevant interface and content is even more important.
Director Su Xiangting said that if further analysis is made on the past data of PChome and Momo, it is found that there is a clear separation between the two audiences: PChome has a significant number of male customers, and nearly 83.1% of the consumer targets are information 3C products, so the customer unit price is nearly 1000 yuan higher than Momo; Momo is a multi-faceted sales category, and it is better than the former in stored value cards, meal vouchers and other items, showing that Even e-commerce channels are separated.
Dongfang online also launched an online survey on the epidemic. It was found that 87.9% of the people had shopped through the e-commerce platform in February 2020, which is quite similar to the annual events of e-commerce - Double 11 and double 12 schedules. It shows that the epidemic has made consumers who were not familiar with online shopping willing to try to browse, order and trade online, and also strengthened the diversity and frequency of online shopping products.
* the tactics of virtual and real integration
The novel coronavirus is imperative for the integration of online and offline products. As the new coronavirus attacks, the physical access is facing a more severe test. It also accelerates the process of the entity access in the business of electronic business and delivery. Under the trend of one finger controlled single screen, CEO Li Jingfang pointed out that the decisive point of virtual and real integration will be the customer stickiness cultivated by the retail app! In addition to the consumers' habit of gradually moving closer to mobile phones, the key to its realization lies in the cultivation of extremely loyal fans, which should be the core of virtual reality integration through the mobile phones that consumers contact the most every day. Taking far eastern group as an example, APP members have a higher degree of adhesion than general customers, and the consumer list has greatly exceeded that of general members. They pay more attention to rights and interests and promotions. As long as they can promote the opening rate of app and form a positive cycle through meaningful preferential diversion, exclusive message push and broadcast, and active coupon distribution by groups, etc. The annual consumption power of happy go card friends who use app is more than 1 times of the whole, and the consumption power of members who use happy go pay action payment transaction is also 5.2 times of that of ordinary card friends; in addition, app also brings more young customers to happy go.
Consumers will be more sensitive to the epidemic
The outbreak of novel coronavirus novel coronavirus has been rampaging around the world, which has seriously affected consumer spending, financial markets and major industries. According to the market survey of the new coronavirus on the Orient, there are four major phenomena in Taiwan consumers facing major issues:
* urgent information, but insufficient verification: consumers are afraid of the urgent demand for information (more dependent on timely updated TV and news media), but it also highlights the lack of information verification.
* wolf smoke style quick response: the same as the consumption trend in Taiwan in recent years, the situation of "one swarm, wolf smoke style response" is more obvious in the face of the epidemic. More and more consumers face the information they hear with faster behavior, especially when they see people around take similar actions, it is more likely to cause the situation of rush to buy, stock up goods, and reduce the access.
* for smart consumption, evidence shall be attached to the product efficacy: consumers are becoming more and more smart in product selection, and brands shall show evidence to prove the efficacy, such as standard label, material, place of origin, etc.; in addition, they pay more attention to the price than before.
* 85% of consumers take corresponding actions, 60% of consumers have inventory evaluation Psychology: brand or channel providers should grasp the corresponding market breach, and provide consumers with evaluation methods for product use mode and inventory level.
On the whole, although affected by the epidemic situation, consumers have wolf smoke consumption mode in the short term, but in the long term, consumers no longer only pursue the CP value of commodities, but free, convenient and unique shopping process and experience, and gradually get used to the overlapping choice of channels between the virtual and the real. The novel coronavirus epidemic situation has also accelerated the integration of online services. Executive director Li Jingfang reminded that not only the above value, experience and OO integration are the key, but also the "payment" as the last link of the consumer journey can not be ignored. In particular, the action payment that can connect data across platforms has crossed the age limit and gradually become popular. In the future, only through the cross industry platform connection of members, points, payment and data can the maximum value be exerted. At the same time, executive director Li Jingfang also called on brands and businesses to take the opportunity to examine the needs of the target consumers and their own competitive value and rapid response ability to establish the cornerstone of sustainable operation while avoiding the impact of the epidemic and offering short-term response measures.
