Grasp the segment marketing to win the future competition.

        In 2020, the world has experienced the challenge and baptism of the epidemic. As far as enterprises are concerned, it is necessary to change the traditional popular casting net marketing and actively focus on segment marketing. Only in this way can we achieve "differentiation" and "precision" in commodity setting and advertising, and really make marketing budget well worth, creating a profit base for enterprises to win in the post epidemic era.

        Ding Ding Integrated Marketing Services. Ltd. launched the first cross industry, cross brand, cross channel, and even further developed into the cross-border all-round point membership platform "HAPPY GO" in recent years. So far, the number of active members has exceeded 10 million. One out of every two consumers over 15 years old in Taiwan is a member, which has also created the largest and richest consumer database in Taiwan. Its market research consultant GO SURVEY has insight into the profile of consumers from the member database with the help of qualitative and quantitative surveys. Every year, GO SURVEY publishes the consumer white paper at the end of the year. This year, under the premise of controlling the marketing budget of enterprises in the post epidemic era, how to master the segment marketing is the topic of communication with all walks of life.

        Under the challenge of the epidemic situation, marketing partners have been working hard this year. How to achieve the marketing objectives more accurately and effectively and let customers feel the intimate service, "segment marketing" is a better choice and an inevitable trend. The so-called segment marketing is mainly because technological leaps have expanded the diversity of products and services, as well as the timeliness and diffusion of media. Therefore, we need to pay more attention to the consumer profile. In the past, we used to distinguish the consumer market from the age, but if we observe the consumer behavior carefully, we can find that in addition to the variable of age, if we add the different life stages of consumers, we can cut out different consumer groups, such as single, after marriage, after having children, and even with the growth of children, there will be different shopping motives in each stage, and the focus of attention is also closely related to resource allocation, so the quality, price, purchase methods and channels of commodity selection are also different.

        According to the market survey data of GO SURVEY, the consumption demand of the same female group will change constantly in different life stages. For each industry, each person will become a different target audience (TA) at different life stages. For example, when a woman becomes a mother, her consumption behavior will focus on children; while a men often purchases a car after getting married or having children; and there may be more demand for take-out and online shopping for mothers who have babies at home.

        From the actual consumption data of cardholders and the sales of retail channel of Far Eastern Group, we can also find the characteristics and differences of consumption behavior among customers with different life forms. Young and light mature single people, as well as young couples who pay attention to the quality of life but have not yet had children, are willing to try diversified leisure and entertainment and explore life because of their relatively free life. Their consumption growth is high. The categories most often consumed in department stores are food and beverage, cosmetics and shoes. In addition, parents of new-born and children have strong consumption power. Sub-replacement fertility makes them spend money for their children without hesitation. They often spend money on infant related products and food and beverage in department stores. This group is also a heavy online shopping user who pays attention to saving time, money and convenience. As for retired people, they are relatively rich and free, their biggest consumption orientation is health care and financial management. Although the frequency of shopping in department stores is not as high as that of other groups, the average consumption is high, and they are the consumers who spend the most in the top supermarket. In addition, the movie theater in department stores can effectively attract the single and parents with children in the primary schools/high schools to go to watch the movie.

        When it comes to modern people's attention to health care, in fact, health care is not only healthy food, and consumers with different life experience have great differences in product selection. For example, the people in their thirties have begun to pay attention to health, especially for the newly married couples. In addition, some people work and care for their children at the same time, so they need to take care of the liver, while others have the need to keep fit and slim. As for the retired people, the biggest demand for health care products is "to prevent hyperlipidemia, high blood pressure and hyperglycemia". Through the process of customer segmentation, brands and business owners can better understand the attributes of customers, find out the preferences and weak points of each customer group, and then cater to their pleasure, which can greatly improve the effectiveness of customer relationship management.

        With insight into consumers' shopping motivations in different life stage, we can formulate more detailed customer groups and accurately grasp the changes of consumer behavior and demand. The next goal is to assist partners to formulate digital media operation strategies based on this. This year, affected by the epidemic, consumer behavior has changed, especially the physical stores. Enterprises and brands regard accelerating digital business as their primary goal.

        iCONNECT of Ding Ding Integrated Marketing Services. Ltd. uses data as the last mile of OMO (online merge offline) through the strategy of segmentation first and guiding customers later. According to the different advertising objectives of brand customers, the exclusive TBS data of transaction data, behavioral data and survey data are combined to calculate the outline of segmentation, and then connect the multi-media touch to achieve the goal of accurate customer guidance. Taking "KGC", a long-term cooperative brand, as an example, iCONNECT uses data to draw up the entity guide scheme under the epidemic situation. Based on the membership profile, it sets up three strategies of "selecting people, selecting products and selecting media", creating an excellent result of customer guidance for KGC and achieving the application of gaining customers by data, and creating the value of data circulation. The other case is to use TBS data and segment marketing to guide the layout of Brandt's e-commerce, and with the strategy of multi product development, data can become an endless source of driving force for customer guidance.

        To master the segmentation marketing is to have the courage to get rid of the idea that "the number is the priority" and concentrate on cultivating the niche market. The smaller the customer group is, the more accurate the sales force can be found. On the other hand, the target customers may also be looking for products and services that are suitable for them. When both sides are interested, the more chance to reach a consensus and complete the sale. Through the precise segmentation strategy, brands and business owners can reduce unnecessary advertising expenses. They just need to advertise for the target customers, and each time the marketing expenses are spent on the main sales force. It is easier to improve the overall sales rate by targeting the target groups. Most importantly, there are opportunities for consumers to become brand lovers in the future. Only by mastering the segmentation and capturing the niche market can we open up the blue ocean of competition and win the business turning point in the post epidemic era.

        Ding Ding Integrated Marketing Services. Ltd. set up GO SURVEY and iCONNECT eight years ago was to understand and analyze consumer behavior and trends. From the market survey, we can get insight into the potential demand of consumers, and then use the huge database for data analysis to find out the next purchase opportunity of this group of people. At the same time, we can help marketing partners to plan and implement effective digital media operations through iCONNECT, and implement the marketing strategy. Finally, we will bring in high-quality customers and become the best marketing consultant for brands and business owners and continue to provide the intimate services needed by HAPPY GO cardholders, which has become the core value of the golden triangle of Ding Ding Integrated Marketing Services.