2024 Brand Success in Creating "Consumer Perception"

        Consumers lead businesses to change. Before the epidemic, a good consumer experience was a means to attract consumers, and physical stores and creative flash mob stores continued to expand; During the epidemic, consumers are no longer going out, and physical industries are shifting to online markets; After the epidemic, consumers have returned to the real world, but they also pay more attention to whether the enterprise conforms to their own values. Who can penetrate into the hearts of consumers and become the key for enterprises to stand out.

        At the end of November 2023, the survey results of GO SURVEY on consumers were released and integrated into the "2023 Consumer Behavior White Paper". It analyzes how brands coexist with consumers of all ages in the current generation from three aspects: personal values, consumer orientation insights, and future business opportunities. Through GO SURVEY's survey report, the editorial department combined market insights to consolidate this article, hoping to lead enterprises to adjust brand spirit, marketing strategies, product design, etc., and seize the hearts and wallets of consumers in one fell swoop.

        1. Personal values: enter the consumer's stratosphere and understand their thoughts

        What consumers are thinking, liking, and any factors that can influence them are all things that corporate brands urgently want to understand. Consumer behavior has no fixed pattern and may change with politics, economy, and trends. Due to global inflation and slowing economic growth, consumers are driven by price. In 2022, fast fashion brand SHEIN became the world's most downloaded shopping app with 229 million installations; In 2023, Temu (Pinduoduo Overseas Edition) defeated Amazon and became the favorite shopping app among Americans, relying on its ultra-low price strategy, just like Temu's brainwashed slogan "Shop like a billionaire" at the Super Bowl in the United States.

        But at the same time, with the rise of environmental awareness on Earth, "responsible consumption" has become an undeniable consumer group. Whether the products and brand values purchased are in line with environmental sustainability has become one of the shopping considerations for consumers. The overall environment affects consumer choices, and at the same time, brands need to have insight into their "inner thoughts and needs" in order to attract consumers with targeted solutions. According to a survey, consumers are more inclined to pursue physical health (97%) and spiritual happiness (94%) when their values change after the epidemic.

                Deconstructing the values of different generations from individuals to families and green sustainability

        Consumers from different generations also present different appearances. The 20th generation, who are new to society, are self-centered and pursue freedom and independence; The 30th generation is in the stage of family and career, and family has become an important influencing factor; The 40th generation is facing the challenge of balancing their own and family needs as their children gradually grow up; For the 50th generation, gaining value recognition and contributing to the planet has become their priority.

        Only by understanding the pursuit of consumers can brands design the products they need.

                2. Insight into Consumer Orientation: Consumer Perspective on Shopping Perspectives and Behavioral Preferences

        Consumers of different age groups have different values and form different shopping patterns. The 20th generation of consumers place more emphasis on creating atmosphere, storytelling, and pursuing a sense of ceremony. The delicacy of the appearance packaging will affect their purchase intention. For example, the blind box Pop Mart, which is popular recently, is full of healing, design, and artistic elements. The younger generation can always find the one that represents themselves among the many dolls.

        The 40th generation of consumers prioritize their families when shopping, not pursuing complex and luxurious products, but instead focusing on practicality. For example, housewives in charge of household procurement prioritize the purchase of food, clothing, housing, and transportation. They often join community group buying networks to purchase high CP value ingredients through group efforts, and the taste becomes the standard for whether the brand will be repurchased.

                3. Future business opportunities: What can add points to the brand and stimulate consumption

        Under the trend of environmental sustainability, brands are undergoing a new round of reshuffle. Big brands may not always be the choice of consumers, but the key is who can combine with the sustainability of the earth. Even the fast fashion industry Zara is promoting the recycling of old clothes and the use of sustainable materials; The catering industry also starts with using local ingredients, reducing packaging, and decomposable takeaway tableware. How to leverage the sustainable wave, reshape brand image, and advance product design towards the goal of benefiting all stakeholders, becoming the direction and business opportunity for brand future management.

                As generative AI sweeps across various industries, how brands integrate AI into services and products is also testing the adaptability of enterprises. Consumers expect customized AI assistants to make the consumer experience faster and better, such as AI shopping assistants who can remind household items that they will be used up and even automatically help place orders; An AI health coach who can develop daily dining and exercise plans based on physical fitness, health, and time.

                In the new era of consumption, it is no longer about discount promotions and overwhelming marketing advertisements as the optimal solution for enterprises. Instead, it is about "understanding your consumers", starting from consumer needs, designing and adjusting business processes, product services, brand value, and creating consumer empathy, in order to move and retain the hearts of consumers.

                (This article is reprinted from the 816 issue of Ability Magazine, sourced from GO SURVEY, a market research consultant brand under HAPPY GO)

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