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Curtilage Marketing

2008/12/24 13:50:00 41946

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"A key hanger, a wallet, a back pocket / black frame glasses has thousands of degrees / come to the beach to wear suit pants / a little helplessness / his appearance is like a newly unearthed relics..."

If not Jay Chou's "sunshine otaku", I am afraid there are still many people can not imagine that today's society has such a group of "hidden in the boudoir people do not know" house "Terran".

The habit of living alone, staying indoors, listening to music for a whole day, playing games and relying on the Internet are actually closely related to this rapidly developing era and a group of special people. For such a group of young people who are accustomed to "quiet" at home and accustomed to not having two doors, the Internet will be defined as "home Terran".

In fact, accompanied by

China's market economy

From the initial development

SOHO family

Now, the "house people" gradually accepted by the society, the division of labor brings about the difference between living habits and working methods, not only chatting, listening to songs and playing games all the time at home, but also quite a few people are using computers to carry out creative design, manuscript writing, planning and other work at home, and even some media analysts believe that dwelling life indicates that some groups will have 5 to 10 years of life style, cultural taste and consumption pattern. Although their demand is obviously different from that of ordinary consumers, their quantity and consumption ability have become a consumer group that can affect the society.

It can be imagined that along with the intensifying "residence era", providing targeted marketing and services for this group will be a niche. When enterprises really grasp this niche, in the increasingly fierce market competition, enterprises may get another "blue ocean".

Curtilage

In strict sense, the name of "curtilage" is an exclusive "imported product".

At first, Japan called some people who are keen on animation, games, software and other culture as "otaku", and the original meaning of "otaku" was "ACG's over zealots". It was a man who was addicted to the anime or game of girls and girls. Later, it was gradually extended to "people who are extremely paranoid and do not contact with people while they are at home."

Therefore, simply from the gender aspect, the house can be divided into two categories: "otaku" and "otaku".

Later, Taiwan began the word "otaku" and classified some people who were not at home, dressed in unscruffy, playing online games and so on.

Otaku

"In fact, this is somewhat different from the original" otaku "of Japan.

With the spread of the Internet and oral communication, the "house people" began to become popular on the Internet. Because the meaning of the word "Zhai" in Chinese is basically equivalent to "home", later, most people agree that "Zhai people" is a group of people who love to stay at home, are accustomed to being alone, and do not like to contact with the outside world.

Curtilage

Where did it come from?

The first thing we must see is the development of the network.

It can be said that the current network has changed the lives of many people. Relying on the Internet, we can first understand the news that has just happened thousands of miles away. We can get the desired information quickly in a very short time. At the same time, let some more young people experience and exchange their fashion, taste, value and pursuit. Of course, what can not be neglected is the flexible and convenient way of communication, which makes many young people accustomed to communicating with people in the virtual world and tired of the real social communication.

Another reason is the growth environment of the otaku.

For most of the house owners after 80 and 90, the only child's background makes them more loving and even spoiled by their elders. On the other hand, they also make them relatively lonely in their growth process, lack of social contact, and less chance to face to face with each other, and the network naturally becomes the main mode of their external communication.

The unique psychological needs are also important factors.

Since childhood, there has been some change in the background of caring for more than experienced, complimented redundant criticism and redundant personality. Many of the family's psychological pursuits have also undergone some changes. The long-term network life has made their special skills not manifest in the real world. They are more focused on pursuing comfort, working and leisure, and creative quality life. They like to enjoy "one's loneliness and beauty". At the same time, when they persist in a certain content, they strongly hope to become the daring person in the field, and get the high recognition and praise of their peers and even more people. The pursuit of higher achievement in the virtual world has become the goal of many two generations of people.

Social group performance is behind the economic interests of many manufacturers, rather than the true social and cultural embodiment. But in China, the otaku phenomenon has changed. Otaku has become a way of life. Therefore, for most ordinary people, it may be difficult for them to understand the unique psychological needs and value orientation of the house. We can only say that under different circumstances and different ways of thinking, different initiatives are completely normal. Moreover, it has been proved that more and more otaku have begun to find the way of "Nuggets" in the process of "dwelling", and this way of life can also bring value to society and bring better life to themselves. It is undeniable that the "otaku phenomenon" in Japan should be generated after a collective business speculation.

宅生活

The community commentary network launched by the otaku family can visit nearly 3 million of the average daily visits. Through online communication, the group buying activities initiated by the residents can relate to coffee beans and chili peppers in central and South America. When a product is recommended by some idols, this product may get an amazing sales volume overnight.

In fact, residence has become a new way of life. In a sense, it is a competitive niche market in the new era.

Like the SOHO family, which was once highly concerned, the biggest dividing line between the house people and the ordinary people is that work, life, play and even communication with people are no longer cut. Office and home are combined into one. Network and telephone are the main sources of their access to the society and information. Even the basic living needs such as food and clothing are all fixed through online mail order or telephone ordering. This way of life is different from that of most people, which doomed them to accept information and understand the difference between information and most people.

In terms of lifestyle, personality and fashion are the basic requirements of the house.

Having their own unique style, way of thinking, and novelty, which can follow each other's imitation, are the unified requirements for individuality and fashion. This is similar to the "non mainstream" in recent years. Of course, unlike the "non mainstream", the fashion and personality of the house people are not only limited to dressing up, but also have their own unique ways of doing things, communicating with people and thinking.

In terms of information, life trajectory media is the most common media of the house dwelling.

If the media contact rate is ranked, network and TV should bear the brunt. Among them, the network can also be divided into forums, communities, chat rooms, games, blogs and other platforms, while TV is mainly entertainment programs, soap operas, variety shows and so on. In the view of the house owners, the mainstream official media are opposed and disliked. Therefore, comprehensive brand communication has certain limitations.

In terms of psychological needs, the desire to be concerned is almost the aspiration of all the house owners.

Do not think that people who do not like social networking do not like the bustle and bustle. In fact, the quiet of the house is only reflected outside the network. In the virtual world of the Internet, the house people will publish their feelings and opinions without fear, even if they do not make a stink of death, so as to achieve the purpose of being noticed and even respected. This is the same as those that are keen to attract other people's attention through online games and constantly update their personal web pages to get more people browsing and clicking rates. The aim is to get the recognition and attention in the virtual world.

It can be said that Zhai people only live in an ordinary group of people living around us. They only have their own way of life, but they do not talk with people who have a common interest in their own circles, but they often show a low profile in front of the "non residence". They feel that they are not good at speaking, live a life that needs no other people to evaluate in real life, and know how to find partners who are compatible with their interests.

In short, the house people may be the quietest group or the most lively group. It may be the most fashionable group or the most backward group. Different environments, personalities, thinking and ways of doing things are the main factors contributing to this "contradiction" in life.

宅營銷

According to Philip Cochin's definition of niche in marketing management, niche is narrower in determining certain groups. This is a small market and its needs are not well served, or "there is a foundation for gaining benefits".

In fact, according to the characteristics of the otaku, we can call this market a "niche market". In the developed market economy, enterprises often use more professional management to obtain maximum benefits after identifying niche market, and use this as a means to find their way out in the strong market gap, while in a huge population,