Aiming At The Future Business Opportunities And Picking Up The Bags After 90 Years In A New Way

After 80, one after another, "90%" will be upgraded to the main consumer in the next 10 years.

Business development needs to be forward-looking. When a large number of shopping malls and brands are still doing the business of white-collar backbone consumers, a group of businessmen aiming at the future market have launched the retail research in 2020, expecting to put the future main consumer group into the bag in a variety of new ways.

The power of Technology

Xiao Li, a third year college student, was born in 1990 and arrived in summer. She needed to buy some clothes.

Unlike parents who like shopping in the mall, Xiao Li likes shopping online.

"Going to the mall is just going to look at the style and go to the shop to buy the same style."

This is a typical way to buy after 90's - fashion, but not willing to pay too high price. With the popularity of the Internet and the improvement of payment security, online shopping has become the trend.

"Since the 1980s, China has entered the stage of the only child family. These children are all looked after by princesses and princesses. They have a high level of education, but lack of experience in dealing with people, so online shopping is just a way to cater to their mindset."

OC&C strategic consulting global management partner, senior partner of global retail and consumer goods business Michael

Jary analysis shows that China's retail market strategy can be divided into three stages: first, the agricultural market, and then the era of comprehensive shopping places such as supermarkets, followed by online shopping. After 90, they can skip the second times and go directly to the online shopping stage.

It is reported that the scale of China's online shopping market will reach 464 billion yuan in 2010, when online sales will account for more than 3% of the total retail sales of social commodities.

In Michael K.

According to Jary, the share of online shopping will account for 25% of China's retail market in 2020.

The rise of online shopping illustrates the great change of high-tech consumption in the future.

Have you ever thought that you could sit in the future with the "flying saucer" to shop or let the robot (300024) help you with the shopping basket? These may become a reality in a few years.

Google has launched a new type of mobile phone. If consumers see the same goods, they can take pictures of their barcode and search the Internet simultaneously to find the lowest price and place an order.

In some developed countries, the purchase of basic goods can be carried out automatically through the store computer.

When customers have no time to shop, there are "personal stores" on the store website that he frequented regularly. The computer calculates the required items according to the customers' regular consumption behavior, automatically purchases and delivers them to the door.

In fact, these technologies are very popular with young people in the 1990s, and these technologies will be upgraded in the future.

Even after 90's growth, they will become the carriers of high-tech retailers.

For example, Shanghai Nanjing Road Pedestrian Street using radio frequency technology shopping, unified sweep bar code, reduce labor services in the future store technology personnel are all Post-80 college students.

"Retailers need to pay more attention to technology in the next 10 years. This is not only a simple way to open up online stores, but also to use more technology to pform people's consumption, such as Google phones, online shopping shops, etc., which is the retailers need to pay attention to and upgrade in the future, and consumers will accept and use it as quickly as possible."

Michael K. Jary said.

High cost performance positioning

"After 90 consumers have two sides, while they are very willing to spend money, and the other side pays great attention to low price. The key is to see the price performance ratio. If they think the cost performance is reasonable, they will be very quick to pay the cost."

Liu Xiaokui, senior vice president of Greater China in Ipsos.

Liu Ying set up a 10 yuan girls' shop in the underground level of a shopping mall. The customers who visited her were basically 85 and 90.

"I only take one point, that is, low price."

Liu Ying analysis, these consumers will be very sensitive to the concept of low price, once the concept of 10 yuan shop, they will be willing to visit and purchase.

In fact, the average consumption per capita is more than 10 yuan.

Interestingly, girls usually buy tens of dollars in total price, because they feel that the price is very high, even if sometimes the quality of trinkets is normal, these consumers will automatically ignore this factor.

There are many other chain stores similar to Liu Ying's low price concept to attract young consumers, who believe that in the future market, they still have the opportunity to expand more channels for future consumers.

In fact, overseas, $0.99 in large stores is popular.

These stores are usually sold in low cost suburbs, selling cheap products with special purchase channels and selling them at an average price of $0.99, which has already made great competition with giants such as WAL-MART.

If this kind of low-priced concept store can enter the Chinese market in large scale, it will attract more consumers in the future, and it will also be a disruptive change to the retail format.

Another noteworthy format is orlet, which has been introduced in China in recent years and is famous for its low price.

"Young consumers will pursue brands, but they are sensitive to prices, so we will start with a large number of discount brands."

CEO Luo Xin, Shanghai Millan City ole Business Management Co., Ltd., disclosed that as the first city in the country, they aim at future customers with strong spending power, especially after the 1990s.

High emotional consumption needs

Walking on the street, you can see more 90's carrying LV bags, wearing a ONLY coat, and matching a pair of fashionable casual shoes that may be as long as tens of dollars. This "mix and match" trend reveals to retailers that future young consumers will not blindly pursue whole body brand names, they need personalized consumption more, which needs emotional marketing support.

"In the 80s of last century, it was possible to go shopping because of basic needs, but in 90s it was to get better quality products.

That is to say, retailers should learn to tell stories to them and have connotations. They are willing to spend even if they use the same value.

Liu Xiaokui pointed out.

Wang Lei (a pseudonym) has seen this point. He opened a 90's clothing "strawberry store" in the Zhongshan Park business circle, that is, specially for the post-90s boys, this sub group customer service. All the clothes are made of pink and tender colors, with lovely fashion accessories, and guests can purchase with their own collocation.

The price of a single product ranges from tens to hundreds of dollars.

There are many styles such as cartoon series, tattoo series and so on, all of which cater to the need of emotional purchase after 90's.

In the "afternoon tea" restaurant in Xintiandi business circle, besides the traditional tea products, there is a special shopping cupboard at the counter. The glass cupboard is full of tea sets. Because of the combination of the "afternoon tea" brand story design and some lovely concepts, it can reach more than 100 yuan and a teacup, attracting many buyers after 85 and 90.

"The future consumer shopping is not only to meet the basic needs of life, they need is a reason, if your story is well said, market segmentation precise positioning, let them have the impulse of emotional consumption, there is a market."

Liu Xiaokui pointed out that China's retail market in the next 10 years will be the market with 90% consumption as the main consumption force. Shopping malls should not be confined to tradition, blindly selling similar goods. Instead, they should pay attention to market segmentation, construct various theme stores, do emotional marketing, and give a reason for buying after 90. Such retailers are strong in the future market.