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Sarah has 15 years’ experience in economic and consumer research. In her role as Global Lead of Economies and Consumers, she focuses on translating economic and consumer trends information into useful insight. Sarah leads the development of our macroeconomic and consumer trend content, with a special interest in emerging markets.
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Amanda Bourlier

Articles
April 26, 2018
Los consumidores buscan cada vez más flexibilidad en sus estilos de vida y están preparados para afrontar riesgos. Los millennials, en especial, tienen una naturaleza emprendedora y se han desplazado de la “tradicional” rutina de 9 a 5 hacia una que les permita mayor libertad. La Encuesta de Tendencias Globales de Consumo de 2017 de […]
December 27, 2017
As 2017 comes to an end we look back at some of our key insights over the year. 2017 saw the global economy strengthen and Brazil emerge from its deep recession. Consumers in emerging markets continued to drive spending growth, with the average emerging market consumer now spending US$2,569 over the year. China continued to […]
December 14, 2017
We have published the next in our series of megatrend reports, exploring each of our eight focus megatrends in more depth. Megatrend analysis allows companies to build a long-term strategy that is proactive, rather than reactive, making sense of where they stand today, but also ensuring they have a plan to remain relevant moving forward. […]
November 21, 2017
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. […]
October 30, 2017
There is a fundamental shift in consumer values towards experiences over things that bring happiness and well-being, with spending on experiences like travel, leisure and food service to rise to US$8.0 trillion by 2030. The experience trend is impacting across sectors, from the value placed on the dine-in experience in consumer food service, and the […]
October 28, 2017
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。
October 12, 2017
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, […]
September 6, 2017
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 […]
White Papers
February 6, 2018
How can educational institutions attract students in an evolving global market shaped by demand for higher education degrees, rising tuition fees and ageing populations? Read the free report to learn more.
September 20, 2016
As consumers become more interested in purchasing green products, a highly developed corporate social responsibility policy is a necessity for businesses. Sustainability must be embedded into every aspect of the supply chain, starting with suppliers all the way to transport and disposal. Although businesses are expected to play a lead role in promoting sustainability goals, […]
November 18, 2014
  When making the decision to enter an emerging market, every business should include the following four pillars in its market entry strategy: Market incorporates macroeconomic stability, consumer market size, growth and openness. Population focuses on demographics: this assists in understanding how a business product or service will fit into a competitive landscape. Access, or […]
May 6, 2014
Of the 171 million households in Latin America in 2013, 36.4 million had an annual disposable income below US $5,000 and 64.1 million had an annual disposable income below US $10,000, according to Euromonitor data. Although the individual spending power of these households is small, the lowest-earning 10% of households in 13 Latin American countries […]
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May 4, 2015
Listen as MP3 Distribution in emerging markets is no easy task. A multitude of factors complicate the process and the approach taken to distribution will vary depending on the product and market. From infrastructure deficits, to direct distribution and village entrepreneurs, there is a lot to take on board. Multinationals such as Cussons, Nestlé, Coca-Cola, […]
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September 1, 2014
Growth figures for the second quarter in the eurozone are disappointing but countries that have enacted reforms are performing better. Spain for instance enacted financial and employment reforms and growth turned positive in the third quarter of 2013. Ireland enacted reforms as well and is now one of the top performers in the eurozone with […]
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March 24, 2014
Although the eurozone contracted by 0.4 percent in 2013, the largest economies in the region showed positive growth that will continue into 2014. Germany will achieve a small economic boost in 2014 dependent on exports, meaning any external shocks could weaken the economy. France will also see positive but weak growth alongside high unemployment rates […]
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March 10, 2014
The periphery economies of the Eurozone, Portugal, Ireland, Greece and Spain, saw the largest falls in their respective GDPs during the economic crisis and all received bailouts. Although the four countries are performing better as of late, all have a long way to go in their economic recovery. Portugal narrowly avoided a second bailout in […]
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