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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。
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India’s New One Country One Tax One Market Tactic

The government aims to create “One Country One Tax One Market” through the implementation of the goods and services tax (GST) by removing economic barriers between states. GST will eliminate the complex multi-layered indirect taxation system in India, making it possible for manufacturers to produce in one state and supply seamlessly across states without barriers. […]
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PODCAST

Developments in Traditional Toys and Games in India

Traditional toys and games is an ever-changing category in today’s technology driven world. Gender roles are broadening and licensing is becoming a critical aspect, and the Goods and Services tax is impacting sales for both retailers and manufacturers. However, growth drivers and demographics remain strong which will contribute to a better performance of traditional toys […]
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Economy, Finance and Trade Egypt: Key Economic Reforms will Boost Egypt’s Economic Potential

Euromonitor International’s Egypt Economy, Finance and Trade Country Briefing focuses on the fifth largest and fastest growing economy in the Middle East and North Africa (in US$ terms), which is currently carrying out major economic reforms to help restore its macroeconomic stability. The economy has been able to partially recover from the shock of the Arab Uprising […]
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Dog Food in Taiwan to See Growth

One of the key influences of dog food sales in 2017 is expected to be the implementation of the ban on shelters performing euthanasia on unclaimed animals. This is anticipated to boost the number of animals in shelters resulting in a likely increase in demand for economy dog food. The slowdown in the growth of […]
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New Trends in Education Will Shape How People Are Learning

Technology is becoming one of the most important tools for education. Education institutions are investing more in software solutions than in technology hardware. M-learning, Bring Your Own Device, gamification and virtual reality are gaining popularity and enabling teaching to be student-centered, while lectures are becoming project- and inquiry-based. M-learning and Bring Your Own Device (BYOD) […]
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Income and Expenditure Indonesia: The Country’s Middle Class Will Continue to Expand Robustly

Euromonitor International’s Indonesia Income and Expenditure Country Briefing focuses on one of the key emerging markets with the best middle class potential. In 2016, the country recorded the world’s fourth largest middle class with 19.6 million households, which is expected to rise to 23.9 million in 2030, making this group a prominent consumer force in […]
WHITE PAPER
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VIDEO

Healthy Living Across Food and Drinks in Japan

Healthy products in Japan have long emphasized low calorie content. However, Japanese consumers are increasingly basing their view of healthy eating as more than just controlling their daily calorie intake. This rising nutrition awareness is boosting the sales of products with low carbohydrates, added sugar and artificial ingredients. Watch on YouTube
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Fast Food in Asia Pacific is on the Rise

Asia Pacific was the fourth fastest growing region in the world for the fast food industry. In terms of value growth rates, this industry in Asia Pacific witnessed a series of ups and downs over the last decade. Although a constant positive trend, which was primarily driven by rising disposable incomes and the overall health […]
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How Home Improvement Retailers Can Thrive in Asia

Asia Pacific is the fastest growing region in the world for sales of home improvement products, driven by the strong housing market and the launch of innovative products with higher profit margins. Amid the shifting demographic landscape, retailers will need to devise new ways to appeal to specific population segments, including the elderly, female consumers […]
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China Economic Outlook: Q3 2017

China Forecast Updates, Q3 2017 Source: Euromonitor International Macro Model General Outlook: GDP Growth Remains on Track, but Financial System Risks Are Still Growing Chinese GDP increased by 6.9% year-on-year during the first half of 2017, but is expected to slow down in the second half, leading to 6.6% growth for the whole year. Annual […]
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Renewable Resources in South Korea to Increase

Although South Korea has a major dependence on fossil fuels, such as coal, the government encourages innovations to save resources and reduce emissions in the years coming by investing in research and development activities. According to a SWOT analysis, South Korea’s biggest obstacles they face is insufficient resources and being the seventh largest polluter in […]
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Baked Goods in India: Trends and Prospects

Baked Goods in India: Trends and Prospects from Euromonitor International Consumers in India are passionate about their food and taste is of primary importance. More often taste even supersedes the health aspects of the food we eat. The baked goods catgeory is no exception to this consumer choice. Baked good continues to grow in India, […]
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Beauty Products in Japan are Seeing a Boom

While the ageing population in Japan was seen as a constraint within the Beauty and Personal Care industry in Japan, it has been proving to be an advantage to some companies who developed age-specific brands and products to address age-related concerns. Along with age-specific products, tourism demand has also supported growth thanks to large numbers […]
WHITE PAPER

Global Economic Forecasts Q3 2017

The global economy started 2017 strong with real GDP growth gaining momentum and rising to 3.6% in Q1 2017 and our latest macroeconomic outlook shows the previous uncertainty surrounding the global growth forecast receding since May 2017. In our latest report extract, we provide you with an update on our latest macroeconomic forecasts for key […]
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Natural Resources India: Boosting Solar Energy Key in Realising India’s Renewable Energy Target

Euromonitor International’s India Natural Resources Country Briefing focuses on a nation that is one of the fastest-growing economies in the world. Economic growth, clubbed with rising per capita energy consumption, has increased the demand for energy in the country. In view of the above, the country’s draft National Energy Policy (NEP) aims at providing access to energy at affordable prices, improving energy security and independence, and promoting greater sustainability and […]
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