Interpretation of ＂Top Ten Consumption Trends in 2021＂ ② ｜ How to hit consumers’ hearts in the era of ＂heart-to-price ratio＂
Why do young people buy it in buy buy? Is it easy to use, beautiful or fun? The recently released "China Consumption Trend Report 2021" points out that China’s consumption is going through a transition from "cost performance" to "face price ratio" and then to "heart price ratio". How much you are willing to pay for a product depends on the experience it can bring to your heart and the value it has to yourself. How do products that meet consumers’ emotional needs have emotional connection with consumers, and how do they impress consumers?
Looking for "fulcrum" to incite consumers’ hearts
Philip kotler, the father of modern marketing, divided the growth of consumer behavior into three stages: quantitative consumption, qualitative consumption and perceptual consumption. The "price-to-heart ratio" belongs to the perceptual consumption stage. With the satisfaction of functional consumption demand, deeper emotional demand is waiting for merchants to tap, and this requires first finding the "fulcrum" that can incite consumers’ emotions.
"When my son on my shoulder watched the performance with relish and shouted’ Come on, come on’, I seemed to see me sitting in front of the TV in that sultry summer 24 or 25 years ago. After school, I went to rent dishes with my classmates to watch Altman." In mid-May, Nanjing citizen Xu Hao took his son to Huacai Tiandi, jianye district, to watch the performance of Altman’s war with various monsters. The audience was full, and the photo ticket with Altman was once fired to 500 yuan by the scalper. After the performance, many consumers will go to the backstage shopping area to buy Altman toys, toothbrushes and even notebooks. The staff at the scene told the reporter that the "equipment" of Altman’s monster-fighting with various sound effects and glowing is the favorite toy for children. At the hottest time, a whole wall of toys was sold out in the morning, and the price of toys ranged from 100 to 300 yuan.
Since 1966, the new Altman series has been continuously introduced, and this IP has reawakened consumers’ childhood dream of "protecting the earth". Relevant research results show that it is very important to enhance consumers’ experience and cultural value in brand "heart-to-price ratio" consumption, and IP is an important fulcrum to incite consumers’ emotions. At present, which IPS still have strong summoning power? According to the data of "2021 Tmall Apparel IP White Paper", the sales of Tmall Apparel IP authorized products will increase by 60% in 2020. Mickey, Baokemeng, Doraemon, Marvel Comics and other classic IP of the United States and Japan have a strong momentum; Among the domestic IP, the Wenchuang IP of the Palace Museum, Dunhuang Research Institute and other museums accounts for half of the country. Similarly, these data outline the cultural and aesthetic life of contemporary young people from the side.
Through IP mining, we can study the deeper emotional needs of consumers. For different brands and different products, it is more important to choose a highly relevant and appropriate IP joint name. For example, in the past two years, Jin Yucheng’s Blossoms Shanghai and Haruki Murakami, co-signed by the dark horse Yongpu Coffee in the coffee market, are all "must-read" books for young artists. Among them, "cats, music and food" are the elements mentioned many times in Haruki Murakami’s books, and he himself once opened a jazz coffee shop, and consumers show their recognized values and attitudes through purchasing behavior.
Carefully "design" to produce emotional transmission
From generation X (born in 1965-1980) to millennial generation (born in 1981-1995), and now to generation Z (born in 1996-2010), what changes have taken place in consumer behavior? According to the 2021 China Consumer Report released by McKinsey, the casual purchase rate of Generation Z in China is 5 percentage points higher than that of Millennials and 10 percentage points higher than that of Generation X in China.
With the rising income of millennials, Generation Z has emerged in the field of consumption, which has spawned new outlets in more fields, including blind box and "script killing" games.
Cultural relics that once slept in the glass frame of the museum are entering the daily life of consumers. Not long ago, Lin Meng, who works in Nanjing, set an alarm clock at 7: 58 pm. As long as the archaeological blind box in the official flagship store of Henan Museum is open for purchase, she will immediately place an order. This time, she bought four archaeological blind boxes and Fang Ding glasses, the treasure of the town, which cost nearly 600 yuan. "On the weekend, I kept digging with a Luoyang shovel in the box, just like I was at the archaeological site for nearly 2 hours. The soil fell layer by layer and the shovel was bent. When I saw the complete presentation of Maitreya Buddha in the blind box, it was still very fulfilling."
The survey shows that the two most important points for consumers to consider the "price-to-heart ratio" are the new experience and the unique design. According to industry insiders, the "out-of-the-box" of Wenchuang products in Henan Museum stems from the addition of blind boxes and Luoyang shovels in the process of purchase and use. Compared with ordinary blind boxes, they have an extra layer of "digging" fun. In the process of exploration, consumers constantly have emotional connections with products and have more and richer experiences.
Liu Feifei, born in the 1990s, likes to play a game of "script killing" with friends in his spare time. "We have a board game group, which has grown from the initial 8 to 46 people. Every Wednesday, Saturday and Sunday, we organize" script killing "activities, and each person spends almost 4-5 hours playing." In her view, "script killing" is a medium for emotional communication between friends. Not only can you chat with friends offline, but you can also be familiar with one story after another and bring them into the role to experience the joys and sorrows of the characters. "On one occasion, a couple also drew a couple in the script. When the plot trend in the script was the breakdown of their feelings, they cried and were particularly impressed." It is not difficult to find that, compared with the traditional "werewolf killing" game, the design of "script killing" pays more attention to the introduction of emotion, and the process of consumers’ interpretation of the script is a "micro-creation".
Subdivide the "scene" to meet the hidden needs
The core of bringing consumers the experience of "heart-to-price ratio" lies in discovering hidden needs, thus realizing emotional satisfaction.
Observing the pre-sale data of "June 18th" this year, we can see which products consumers voted for. According to the data of JD.COM, on the first day of pre-sale activities, POP MART limited the hand-made goods to be sold out within five minutes after the opening of the door, and the turnover of the blind box brand 52TOYS increased by over 15 times year-on-year. The low-calorie and low-fat categories continued to grow, and the growth rate of dark chocolate categories exceeded 15 times compared with last year. In the field of smart home, new products such as smart refrigerator, fresh air air conditioner, and sweeping robot are favored by consumers.
"In China’s home appliance market, high-end home appliances, health home appliances, embedded home appliances and smart home appliances are still the main development trends this year." Dr. Tang Shanda, President of Bosi Household Appliances Group in Greater China, said that at present, the market demand for dishwashers is growing rapidly, even in short supply. Consumers in China use more bowls, chopsticks and glasses, so it is necessary to adjust the design of bowls and baskets according to different types of tableware to innovate products. According to reports, in order to meet the needs of female consumers to store high-end skin care products, a refrigerator with a constant temperature storage space of 10℃-12℃ is specially designed to ensure that skin care products are kept in good condition.
The brand "Grain Planet" born in Nanjing launched corresponding products according to consumers’ life scenes. "By thinking about a young man’s day from morning till night, subdividing breakfast, dinner, afternoon tea and other life scenes, many office workers and white-collar workers report that they can’t eat breakfast because they sleep late and get up late, and it will be uncomfortable to drink milk on an empty stomach. According to this demand, the morning’ light meal replacement’ low-fat oat milk was introduced, with zero lactose and no sucrose added. " Kaiser, the founder of the brand, said that users also participated in product development and iteration, among which two new flavors of oat milk, avocado and cactus mango, were the results of user voting. "In the future, more products will be launched according to the social scenes of young people."
Xinhua Daily Meeting Point reporter Ding Qianqian
Produced by Xinhua Daily’s all-media economic news department
Source: Xinhua Daily
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