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ARTICLE

Q&A: Megatrend Analysis and its Impact on Innovation

Our recent webinar “Megatrend Analysis and its Impact on Innovation” explored Euromonitor’s megatrend framework, examining our eight focus megatrends in some detail, before outlining the strategies business should employ to harness megatrend analysis to succeed in the marketplace of today and tomorrow. A thought-provoking Q&A session concluded the live broadcast, highlights of which follow below. […]
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消费者:日益增长的体验式消费需求

当下消费者不仅重视产品或服务的功能利益,更关注在购买与使用产品或服务过程中所获得的幸福感和心理需求。到2030年,旅游、休闲和食品服务等方面的支出预计将达到8.0万亿美元。体验式消费的趋势正影响着各个行业,从餐饮服务的就餐体验的价值,零售行业的购物体验的重要性,到消费者假日体验时的优先考虑点。奋战在一线上的零售商与餐饮业企业正在努力应对这一趋势,将更多的重心放在消费者的体验层面,通过与消费者建立更亲密的互动,提供无缝性的购物环境,以及尝试线上线下产品个性化来提高销量和利润率。 一个品牌如果只能能唤起消费者相对中立的反应,单纯而被动地被消费,会使它失去自身特点并弱化与同类品牌的差异化,从而沦落为竞争对手的牺牲品,最终导致品牌不相关性的风险。因此,今天,即使是像美容、个人护理和洗衣护理这样的日常用品,也进行了全面的体验式改造,而这要归功于产品的包装、原料和营销/社交媒体,即使是最常用的产品,也能唤起消费者的感觉。 像Radox这样的大众市场品牌正面临巨大的价格压力。在2016年,Radox在全球份额中损失了0.1%的份额,这就需要对其消费者进行全面的体验式升级,唤醒感官并提供一些无形的利益,比如创造积极的情绪。联合利华旗下的Persil品牌的“Dirt is Good”活动也融入体验式趋势。这项活动并没有把重点放在洗衣粉的技术属性和污渍的属性上,而是鼓励孩子们更加自由地体验和探索周围的世界,无论污泥是否会弄脏衣服。 为了跟上体验式消费需求的发展节奏,面向消费者的企业应关注以下几个方面: 社区意识 体验可以是排外的,也可以是包容的,例如对忠实会员提供独家体验的社区模式。万事达卡的无价之宝是这种商业模式的典型案例,它通过排他性体验增加自身对客户带来的价值,但进入门槛相对较低。 真实性 消费者越来越想要真实的、自然的和本土化的体验,拥抱不完美。在社交媒体时代,共情和同理心日趋重要,如果这一方面做的失败,无异于白送给竞争对手一个优势。就这一点而言,传统品牌表现得很好。 科学技术 科技将越来越多地在消费者与品牌的互动中发挥作用,无论是在购买过程中,还是在体验过程中,还是在与朋友和家人分享他们的故事/照片的过程中。这意味着体验甚至不需要真实的场景供消费者去享受和参与。 定制化 在一个比价为主的时代,提供更深入的参与,更高的投资回报和忠诚度是非常稀缺的。品牌与消费者间1对1独特关系应成为商家的圣经。Travelsify是一个在线酒店预订平台,它会根据34个不同维度对每个酒店进行排名,然后允许用户根据他们的心情或情绪状态选择酒店,而不是简单地从一个待选列表中进行选择。 品牌喜爱度 许多品牌正变得越来越有创意,在购买之前、期间和之后,通过提供增值的参与和体验来促进消费者品牌的爱。创建社会空间和提供课程的Sephora是一个著名的体验式零售商,这样做产生了很棒的效果。另一个例子则是Hurom,它是一个受消费者欢迎的韩国慢榨汁设备制造商。该公司开设了自己的果汁酒吧,让消费者在购买设备之前就可以提前品尝到果汁,使消费者克服对高价格的恐惧。Hurom在短短3年内在本国的销售额增长了58%。这个运营概念已经非常成功,目前公司业务已经扩展到泰国、印度尼西亚和越南市场。 体验品牌的过程能让消费者真正看到并感受到它所带来的好处。同时它还促使消费者相信品牌真正理解他们是谁,诉求是什么。企业如果成功地利用这一趋势,可以让品牌更有效地建立消费者忠诚度,在一个充满了新鲜选择的消费时代,这绝非易事。然而,体验式消费的风险也是很高的,失误可能会疏远那些非常惜时的消费者。
WEBINAR

Megatrend Analysis and its Impact on Innovation

2nd November at 9 a.m. CDT In a global environment that is changing faster than ever, megatrend analysis is critical for all companies to drive sustainable growth. As competition increases and new ideas continue to disrupt entire industries, harnessing megatrend analysis allows businesses to remain relevant and succeed in the market place of the future. […]
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Six Tips for Working with Emerging Market Data

With emerging and developing markets expected to account for almost 70% of global gross domestic product (GDP) in 2030 (in purchasing power parity terms), and accounting for almost two-thirds of global growth in consumer expenditure, opportunities for consumer goods companies remain strong. Yet quantifying the opportunity and building a strong strategy, founded on hard facts, […]
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An Introduction to the 8 Key Global Megatrends

Successfully identifying, analysing and acting on megatrends is essential for success in consumer markets. The world is changing faster than ever, and it is becoming increasingly difficult to keep up with competitors as technology spurs both the rate of and access to innovation. Amidst this change, it can be difficult for companies to understand why […]
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Engage, Return and Repeat: The Subscription Economy

Euromonitor’s new strategy briefing: Engage, Return and Repeat: The Subscription Economy explores all aspects of the subscription model. The subscription economy is one of several alternative business models gaining traction across sectors. On the whole, a successful subscription service is just one aspect of a multi-channel offer. For business, the model signifies a new revenue […]
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Most Read on Passport Economies in 2016

2016 has been a challenging year for the global economy, with two major political shocks in advanced economies – the UK’s decision to leave the EU, and the election of Donald Trump to the US presidency. In economic terms, the year has been defined by uncertainty, and consumers have reacted to this by reducing expenditure […]
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Most Read on Passport Consumers in 2016

In economic terms, the year has been defined by uncertainty, and consumers have reacted to this by reducing expenditure – with growth in global consumer expenditure slowing to 2.4% in real terms – the lowest rate of growth since the financial crisis. We’re seeing consumers reassess their priorities and increasingly asking themselves what they truly […]
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What Drives Demand for Natural Resources?

Demand for natural resources has in the past been correlated with economic growth, but there are more factors at play than simple economics. Population change alone does also not lead to more demands for natural resources – although both play a part. Factors such as income growth, environmental change, advances in technology and price pressures […]
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How to Perfect Your Market Entry Strategy

There are many reasons businesses look to international expansion: greater profits, lower costs, the acquisition of new skills and technologies and the diversification of cost and profit bases amongst them. Before undertaking an expansion strategy, gaining an understanding of the company’s readiness to expand is crucial. What are the motivations? Are the processes to cope […]
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The New Age of Sustainability

We have entered into a new normal of competing demands for natural resources. This new normal has brought with it greater recognition for the need to safeguard supplies of raw materials at both the governmental and company level. Coupled with consumer demands for sustainability, this makes resource management a priority for all companies. The silver-lining […]
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Q&A: How to Reach Emerging Market Consumers

With uncertainty in advanced economies one of the biggest risks to the global economy, and growth in emerging economies beginning to accelerate, consumers in these markets still hold great potential for multinationals. Where do you see the biggest potential for FMCG companies when targeting low-income consumers? The biggest potential can be found by building consumer […]
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The Best of Q3 2016 on Passport Consumers

September saw the launch of our Global Consumer Trends Survey 2016, with data on 11 additional countries bringing the total number covered to 20. As a one-stop shop for consumer contexts, preferences and trends this Lifestyles content was hugely popular with our clients.  We also continued to provide updates on our Top 10 Consumer Trends […]
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The Best of Q3 2016 on Passport Economies

Q3 2016 has continued to be dominated by the UK’s decision to leave the EU and once again this is reflected in the most popular articles on Passport Economies. Our economic forecasts for 2016-2017 have been revised slightly downwards due to increased uncertainty and other challenges such as the problems in the European banking sector […]
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Q&A: Why Should the Consumer Goods Industry Care About Natural Resources?

Natural resources have an impact on all businesses, organisations and governments. All rely on secure supplies of resources to function. For the consumer goods industry an understanding of natural resource risks is particularly pertinent because of the importance of reputation to brand value. Natural resources are not all about risks though, fantastic opportunities are there […]
VIDEO

Introducing: Passport Natural Resources

Our recent webinar “Megatrend Analysis and its Impact on Innovation” explored Euromonitor’s megatrend framework, examining our eight focus megatrends in some detail, before outlining the strategies business should employ to harness megatrend analysis to succeed in the marketplace of today and tomorrow. A thought-provoking Q&A session concluded the live broadcast, highlights of which follow below. […]
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