8090dog
-8090 purchase, opening a new trend of online shopping life.
Who are the consumers of online shopping?
At present, the trend of online Taobao is becoming more and more obvious, and Taobao life is everywhere! Especially those of 65,438+09-29 are mostly post-80s and post-90s students and white-collar workers. They hate conformism and like a changeable, exciting and novel lifestyle. Compared with previous generations, their lives have a new way of "online life". They can write diaries (blogs), chat and make friends, play games and shop online ... everything they can do in life can be done on the internet, and they can't do without it. They have the same label-personality and rebellion. They advocate breaking everything and promoting egoism. They don't care what others think, but only express themselves. They long for a vibrant and entertaining life. They are the entertainment-oriented generation. 8090dog was born under this background, creating an entertaining shopping environment for modern people and making shopping no longer "simple"!
Second, the characteristics of 8090 shopping behavior
1.？ Understand the needs
Jessie is a girl who just joined the work after graduating from college. Every morning when she goes to work, she will see a brand advertisement in the elevator of the office building that "several beautiful women use fashionable and compact laptops to surf the Internet while drinking coffee at Starbucks, which is particularly comfortable and petty bourgeoisie". Jesse can't help but sigh, "I like this life." When the salary is paid at the end of the month, Jesse's first thought is to buy a fashionable notebook.
Maslow's hierarchy of needs divides people's needs from low to high into physiological needs, security needs, social needs, respect needs and self-realization needs, which are also applicable to post-80 s and post-90 s, but their requirements for each need are higher or different. For example, for physiological needs, 60 college students bring a kettle to quench their thirst, 70 bring mineral water to pursue health and convenience, and 80 and 90 are the "cool" feeling that Coke pursues excitement. For the post-80s and post-90s consumer groups, the internal demand should not only meet the basic needs, but also be "cool! Cool! Dynamic! Personality! Entertainment! Happy! " In a word, "I want to buy it as long as I like it". I don't buy Coca-Cola because it tastes good. I don't go to McDonald's because hamburgers are delicious. I buy Nike not because its manufacturing technology and product quality are much better than other brands, but because the characteristics embodied in the brand meet my characteristics. I like it. In the final analysis, the intrinsic demand of shoppers is basic demand+characteristic demand.
After 80' s and 90' s, the consumption desire mostly exceeds their consumption strength, and the concept of rational consumption has not yet been formed. They don't live within their means, but live within their means and have a high impulse to buy. If we want post-80s and post-90s shoppers to vote at the terminal, and if we can tap their needs and stimulate their needs, then the first step will be realized. Mcdonald's use of external stimuli to arouse consumer demand can be said to be the pinnacle. There are "I like" advertisements floating in the air, and the transparent floor-to-ceiling windows of the terminal building. Seeing the delicious scenes inside from the outside can not help but arouse your appetite. Uncle McDonald's smiling wave and cheerful music make you want to step into this happy atmosphere at once. What are the basic and characteristic needs of shoppers for your products? List the top five. If you can make shoppers realize that your products can meet their needs, shoppers will be tempted, just like standing outside McDonald's.
2.？ gather information
Jessie wrote, "I want to buy a notebook, the price is below 7000, and the appearance should be fashionable." Which product is good? " . Every time I surf the Internet, many students majoring in computer science or friends who just bought computers will give her various suggestions.
Sometimes she wants to buy some trinkets and skin care products. She will ask her classmates and colleagues to recommend some reputable Taobao merchants, and then go to the merchant's shop to browse the product information.
Jessie is a typical consumer in the 1980s and 1990s. The circle they often contact is classmates, colleagues and netizens. The media they often contact are the Internet (80% people say that there are more moderate and severe netizens who surf the Internet frequently and spend more than 10 hours per week than those in the 1960s and 1970s), entertainment and fashion magazines, and their frequent shopping places are nearby shops and shopping malls. They are self-centered and personality-oriented, pursuing "fashion", but because of their young age and limited consumption experience, they hope to get more consumption and shopping information from their side. Therefore, in order to include products in their shopping list, it is necessary for them to easily understand product information and cover every key point of their life, study and work trajectory. Since its introduction, M-Zone has been deeply loved by the post-80s and post-90s campus families, with a brand recognition rate of nearly 80%. In addition to rich brand connotation and accurate customer orientation, it is the killer weapon to seize the recognition of campus family brand in a dynamic zone to carry out various fashion activities centered on the activity track of target customers. Around what campus groups do and like, from schools, classes, extracurricular activities to special festivals, M-Zone has carefully organized various activities and programs that students like, such as welcome party, speech contest, Christmas friend interaction, Jay concert, star campus trip, basketball league, street dance contest, orienteering, campus treasure hunting, rock climbing competition and so on.
Evaluation scheme
Jessie bought a computer, and her classmates recommended several computers to her. He collected a lot of information on the Internet, from price, appearance, configuration to performance. Finally, she found a favorite notebook through several word-of-mouth comparisons! Jessie (Jessie) goes to the mall to buy clothes. First, she chooses a few favorite brand stores, and then she considers whether the styles are popular at present. Classmates and colleagues will give praise after seeing it. She took a fancy to a personalized dress, the price is half of the salary, and sometimes she gritted her teeth to buy it, but more often she would choose clothes and go home to Taobao, so that she could choose what she liked and be cheap, and her life consumption concept was more rational. Every shopper will consider several preferred indicators when buying products. Different products have different specific indicators, but generally speaking, after 80s and 90s, when buying products, they tend to prefer their favorite brands, and pursue visual enjoyment (appearance, style and color) and auditory enjoyment (others' comments on personality and coolness) more than the previous generation. For example, in the sixties and seventies, when shopping for computers, the requirements for performance were definitely higher than those for appearance. After buying a computer in the 1980s and 1990s to determine the brand and its acceptable price range, the first choice is the appearance of the computer, and more often, I will choose to Taobao directly without leaving home. When introducing to consumers, only by starting with their preferred indicators can we hit the target. For consumer Xiaoyu, if the clothing store owner blindly emphasizes good quality and cheap price, it is naturally impossible to impress her.
post purchase behavior
After Jessie bought a computer, many colleagues praised her for her computer fashion. She thinks the picture quality and sound quality are very good. Watching movies and playing games are almost the same as on the desktop. She immediately communicated her experience with colleagues and friends, and posted computer pictures and some feelings on blogs and product forums. Although it is only a few short sentences, she hopes others can understand her feelings and opinions.
Third, 8090 purchase, open a new trend of online shopping life.
Post-purchase behavior is more active than previous generations born in 1980s and 1990s, because on the one hand, they advocate themselves and like to express their views through actions, and my site listens to me. On the other hand, their communication with the outside world is more open and convenient. They can say what they want, sing what they want, and have room and platform for venting. Post-purchase behavior occurs after the purchase, but before the next purchase. At present, most marketing theories emphasize post-purchase service and attach importance to consumers' pleasant experience after purchase. For the post-80s and post-90s shoppers, it may be more important to stimulate them to spread their purchase and use experiences to others, because the materials experienced after purchase are likely to become the reference materials for the next shopper's shopping decision. If we need to pay attention to post-purchase behavior before, we should pay more attention to this link today. The younger generation after 80s and 90s are more assertive and have lower brand loyalty. They like to choose from various brands and experience different feelings. An important strategy to increase sales in the future market may not be to increase the number of repeated purchases by consumers, but to increase the number of trial consumers. Consumers' absorption of shopping information, acquisition of product trust and final choice of products after 1980s and 1990s are quite different from other generations, which urges enterprises to innovate their brands and endow them with more connotations and personalities. Improve the information dissemination channels of products-cover their life tracks and strengthen information communication with some opinion leaders; Improve the in-store elements of the terminal-more dynamic, fashionable and entertaining; ? Improve the shopper experience process-increase entertainment and convenience. ? 8090dog is a fashionable Taobao website specially designed for post-80s and post-90s. It has a high-quality life, high-quality service, scouring your love and being trustworthy!
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