亞洲消費趨勢 關鍵性時刻- 凱度消費者指數亞太區執行董事 郭雅芳

%e9%83%ad%e9%9b%85%e8%8a%b3

 文 / 鄧文華

 

訪談郭雅芳(Marcy)過程,最明顯的感受是「簡潔扼要」,說起話來雍容大度、四兩撥千斤,整個亞洲市場消費市場若干年來的潮流變動,在她超過20年的研究專業裡,很快疏理出三大重點:

手機是購物決策首席幕僚

網購沒什麼,手機下單也不稀奇,但深入探究,真正重要的是消費者「決策過程」中,從了解商品、比價到口碑等,均高度仰賴手機,連帶影響了通路該怎麼經營。

全通路才包得住消費者

以往品牌透過宣傳,將消費者「趕」到通路買,或者開個網店就做起e-commerce,如今需要重塑為「Omni Channel」,也就是整合線上線下、涵蓋公關、行銷與業務的「全通路」模式,方便消費者在任何情境、任何時間,都能輕鬆買。

昨天的小眾,今天的大眾

消費者決定購買的原因,隨著時空環境不斷變化,從買功能、買價值、買認同(包含代言人)到買理念,比方商品是否具有社會意義,或者有沒有符合公平交易原則等。網路傳播速度快、影響力大,以前被認為小眾的,現在可能一夕爆量。

手機購物蔚然成形以後,賣方與買方不再是傳統丟球、接球的單向關係,如今雙方誰需要誰,隨時說翻盤就翻盤。Marcy認為,有挑戰才有機會,賣方若懂得利用這股趨勢為自己造勢,反而可以小資源創造大商機。阻力還是助力,其實一念之間。

> 想了解更多Marcy談亞洲消費趨勢變動,點我報名「論壇」

 


郭雅芳

凱度消費者指數Kantar Worldpanel 亞太區執行董事

凱度消費者指數Kantar Worldpanel 亞太區董事會成員

With over 20 years of experience in the market research business, the entrepreneurial-minded CEO is a recognized expert in market analytics related to retail measurement, FMCG focused consumer panel, trade development and consumer trend in the Asia region with unparalleled insights. Marcy began her syndicated research profession in 1992, helped setting-up the first consumer panel in Asia, the coverage quickly expanded and now has offices in eight countries and over 25 different panels across Asia. Kantar Worldpanel is now a leading solution provider in behavior base shopping & consumption trend in every market.

凱度消費者指數 Kantar Worldpanel

Kantar Worldpanel is the global expert in shoppers’ behavior.
Through continuous monitoring, advanced analytics and tailored solutions, Kantar Worldpanel inspires successful decisions by brand owners, retailers, market analysts and government organizations globally.
With over 60 years’ experience, a team of 3,500, and services covering 60 countries directly or through partners, Kantar Worldpanel turns purchase behavior into competitive advantage in markets as diverse as FMCG, impulse products, fashion, baby, telecommunications and entertainment, among many others.
Kantar Worldpanel網站連結:http://www.kantarworldpanel.com/tw

 


演講與座談

10:15-10:55  趨勢演講2 亞洲消費趨勢–關鍵性時刻

11:35-12:05  趨勢座談:從需求缺口掌握商機

>點我了解其他論壇講者

 

發表迴響

你的電子郵件位址並不會被公開。 必要欄位標記為 *