“可分享的體驗” 零售 Z世代消費觀

Original Post: http://mp.weixin.qq.com/s?__biz=MjM5NjAxMzU4MQ==&mid=2649346693&idx=3&sn=d57aa5a0440808f5c2e046b22455a5e5&scene=1&srcid=0510aTEa6f3IMf0ayCOrRTNN&from=groupmessage&isappinstalled=0#wechat_redirect

Generation Z Characteristics:

  1. Digital Living Style
    – 92% American Teenagers surf the net every day
    – 24% never “offline”

Insight: Gen-Z already got used to online shopping

  1. Electronic products expenditure > Clothing expenditure

– From 2005 to 2015, Clothing expenditure 45% -> 38%
– Electronic gadgets 4% -> 8%
– Wanted gifts: iPhone, iPad rather than clothes

  1. Conservative spending

– From 1997 to 2014, teenagers spending decreased 31%.

Insight: Price sensitive, care about free shipping of online shopping

  1. Self-actualization rather than popular brands

– More selfless, entrepreneurship
– Care less about fashion: 65% -> 47%
– Care about values behind the brand, only buy brands that share the same values

  1. Care about Sharable experience

– “Can post cool photos for Instagram/Facebook” is one of the purchasing reasons (e.g. Starbucks is “ig-friendly”)
– Case: Primark free wifi, encourage hashtag #Primania

  1. Social platform as life inspiration

– Use Instagram, Pinterest, Snapchat to share their fashion sense to gain attractiveness

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