The 2020 Target Of Marketing Is "After 90".

When

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.

Xiao Li, a third year college student, was born in 1990. She needs to buy some clothes every summer.

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 post-90s, but not willing to pay too much price. With the popularity of Internet and the improvement of payment security, online shopping has become a 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, Michael K. Jary, senior partner of global retail and consumer goods business analysis, China's retail market strategy is divided into three stages, first of all, the agricultural fair market format, followed by the era of comprehensive shopping places such as supermarkets, followed by online shopping.

For the post-90s, they can skip 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.

According to Michael K. 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 a "flying saucer" shop in the future, or let the robot do the shopping basket for you? These may come true in a few years.

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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 abroad, the purchase of basic necessities can be carried out automatically through shop computers.

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 when the post-90s are growing up, they will also become the authors 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, people's consumption, such as Google phones, online shopping stores, etc., which retailers need to pay attention to and upgrade in the future.

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 said that these consumers will be sensitive to the concept of low price. Once the concept of "10 yuan shop" is launched, they will be very 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 for 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 the outlets, which has been introduced into 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 Milan City ole Business Management Co., Ltd. reveals that they are targeting future customer groups 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 ONLY's coats, and matching a pair of fashionable casual shoes that may be as long as tens of dollars. This "mix and match" trend to retailers reveals that future young consumers will not blindly pursue whole body brand names, they also need personalized consumption, 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 said.

Wang Lei (a pseudonym) has seen this point, he opened a 90 store clothing store in Shanghai Zhongshan Park business district - "strawberry shop", specifically for the post-90s boys subdivision customer service, all the clothes are pink and tender, with lovely fashion accessories, guests can independently buy.

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.

"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 said that in the next 10 years, China's retail market will be the market with 90% of the main consumption power. The shopping mall can not be confined to tradition, blindly selling similar goods. Instead, it should pay attention to market segmentation, construct all kinds of theme stores, do emotional marketing, and give a reason for buying after 90. Such retailers are strong in the future market.