Key drivers of consumption in the changing generation

        In 2025, due to factors such as tariff issues, exchange rate fluctuations, and inflation, the world is facing drastic changes. GO SURVEY, a market research consultant brand under HAPPY GO, has released its latest consumer white paper titled "Reshaping New Consumer Decisions in a Changing Era", analyzing consumers' new values in the face of changes, leading brands and enterprises to identify opportunities in changes, deploy ahead to create differentiation advantages, and stand out in changes.

                The international situation is changing rapidly, and HAPPY GO Ding Ding Integrated Marketing Services President Li Mingcheng stated that the world will continue to face severe challenges in the second half of the year. According to a GO SURVEY survey, over 80% of consumers believe that the changes in the past two months have shaken consumer confidence; More than 36% of respondents estimate that the economic changes will continue to have an impact for six months to a year; Under economic insecurity, nearly 40% of respondents will tighten their daily non essential expenses. In other words, in the wave of global change, customers are not choosing not to consume, but are more cautious in choosing items worth consuming.

        Mastering the changes in value points across generations to create business opportunities

        The latest consumer white paper report from GO SURVEY points out that "health" remains the primary value consensus for all generations. However, as environmental instability intensifies and the importance of "wealth" increases, "psychological balance and controllability" are also highly valued. GO SURVEY Director Lv Wanzhen stated that in an unstable atmosphere of life pressure, consumers pursue two emotional values: "life control" and "self resilience". Consumer decisions rely more on deep psychological feelings, so products or marketing appeals must have elements of "dominance, self time, and peace of mind", and even "customization, switch, and special meaning", in order to meet consumers' pursuit of "stress relief, incentive rewards" and "improving quality of life", and further achieve consumption conversion.

        GO SURVEY also observed that the life priorities pursued by different generations are not the same. The 20th generation believes that work is to achieve the life they want and has feelings for "audio-visual performances, sports events"; The 30th generation must balance family and personal consumption, preferring "outdoor activities and international boutique products"; The demand for self-care among the 40th generation has increased, and they enjoy "beauty maintenance, travel and outdoor activities"; Generation 50 and above believe that happiness is the source of life and are willing to consume for "experiential courses and streaming audio and video". Overall, consumers of all generations place greater emphasis on "physical and mental health and life balance", and brands should grasp the value points pursued by each generation, accurately position and effectively communicate in the changing market.

        Combining point driven data with CRM+AI platform to create a precise marketing model

        In the era where data is king, accurately grasping customer insights is the key to dominating the ever-changing consumer market. Director Liu Aiwei of iCONNECT's Intelligent Data Marketing and Smart Media Department has been using data for a long time to deeply cultivate brand layout. He is skilled in using multi-dimensional data as the basis and combining AI technology to construct a digital precision marketing service CRM+AI platform. He uses four steps: "customer segmentation", "analyzing consumer preferences", "customer insight differentiation" and "Persona appearance" to assist brands in improving marketing efficiency and conversion effectiveness.

        For example, iCONNECT analyzed the appearance of customers in the north and south for a well-known boutique luggage brand, further conducted personalized marketing, and effectively increased conversion rates during the anniversary celebration; In addition, how to consolidate old customers and expand new customers is a common issue for every brand. iCONNECT uses the CRM+AI platform to design product combinations for the existing customer base of beauty and health food e-commerce brands, and combines them with digital media advertising to create product value and expand new customers. By continuously understanding the appearance of new buyers and extending customer acquisition momentum, it not only increases the number of old customer repurchase orders, but also creates excellent growth in new customer numbers.

        In addition to gaining customer insights through the CRM+AI platform, Director Jiang Yingmei of HAPPY GO's Marketing Business Department further shared the importance of point driven consumption. HAPPY GO has been using points for a long time to manage customer and brand loyalty, deepen customer relationships, and make points not only a reward incentive, but also take care of customers' psychological feelings, satisfying their sense of achievement, participation, and belonging, connecting consumers' "heart" values. In the rapidly changing market, HAPPY GO continues to integrate points and data insights into a dual track strategy, effectively managing high-value members, flexibly using diversified marketing strategies, creating exclusive customized activities, advanced layout, and seizing new business opportunities.

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