2020 TWENTY TRENDS TODAY THAT ARE TRANSFORMING THE FUTURE CONSUMER
Experts say that marketing has evolved more in the last ten years than in the past fifty years. A lot of trends are beginning to shape not just technology but also societal and cultural norms. Internet and the digitalization of all facets of life have launched evolution into breakneck speed. However, technology alone is not the real driver of change. At Hakuhodo Group Vietnam, we believe that it’s the people who embrace the emerging trends in tech, society and culture who are the real catalysts for change. And so, it is critical to look not just at the trends, but more importantly, how these shape the people of today.
This publication aims to help marketers identify the trends that affect their brands and inspire them to ask the right questions relevant to their business – not only to help them prepare, but more so, emerge stronger in 2020 and beyond.
NEW PERSPECTIVES OF GENDER EQUALITY AT HOME: WHO RULES THE HOUSE?
2018 marks the third year of ASEAN SEI-KATSU-SHA forum in Vietnam. This year, our theme of study is “New perspectives of GENDER EQUALITY AT HOME: Who rules the house?”. Gender equality has long been a topic of high importance that always receives worldwide attention.
United Nations measures Gender equality by various indexes such as opportunity in education, work and politics. However, as we focus on sei-kat-su-sha holistic viewpoint, we examined Gender equality in smaller, more intimate scale which is Gender equality in their households.
ASEAN MILLENNIAL : ONE SIZE FITS ALL?
In 2017, the ASEAN SEI-KATSU-SHA FORUM in Vietnam, HILL ASEAN examined topic “Millennials – One size fits all？ A GAP IN ASEAN GENERATION”.
“Millennials” are a demographic cohort, generally used worldwide to describe the generation born between 1980s – 1990s. Here in Vietnam where its economic growth is one of the fastest in the world, our study aims to find out if we can, or should, view the people born in the 80s and 90s as one category.
This forum revealed fresh perspectives on lifestyles and aspiration of each generation in Vietnam, what drives them and how to cater to their needs through suitable marketing approaches.
VIETNAMESE NEWLY-WED COUPLES
Issue 003 is a glance on Newly-Wed couples’ lives in general and their home appliances in particular.
Compared to older generations, young couples are more romantic and more equal thanks to the development of economy, westernization and digitalization.
The household chores are for both. The purchase power is shared. Every day, they express more love, more care.
They are not sheer sweet lovers nor fanatic equality seeker. They are the consolidated teams.
There are 3 stages in their lives: Single stage, Newly-Wed stage, and Stable stage. One of the biggest differences of each stage is Home Appliances. As their life stage changes, their perceptions on Home Appliances change dramatically. We also studied about their purchasing journey & the way they categorize Home Appliances.
CAR DRAWING SURVEY
Issue 002 features a Car Drawing Survey to predict future trends in automobiles.
It is based on the hypothesis that future prediction could be made from the pictures drawn by children. In the survey, a parent and a child drew a picture of what comes to mind when you hear the word “car” and car you want to drive in the future.
The findings of this experiment showed that some models of cars will lose popularity despite their strong presence in the market. As in the previous issue, HAKUHODO staff will lend insight into the finding with their comments.
“UNEXPECTED” SEEKER TASK CLEANERS
Issue 001 captures the picture of shopping behavior of Hanoian and Saigonese. It shows how Vietnamese Sei-katsu-sha (people) are different in the two key cities representative for two regions, North and South.
People in HCMC seek unexpected things and purchase things more independently. Meanwhile, people living in Hanoi try to clear their task in shopping and ask more opinions from others.
We also found out that MT channel is like special entertainment place for family and friends. While TT channel is the place for individual to complete their daily duty.
ROMANTIC HCMC VS REALISTIC HN
The Pre-issue 000 extracts the content from HILL ASEAN VIETNAM forum 2016 to show how Vietnamese Sei-katsu-sha are different in Hanoi and Hochiminh City.
In Hochiminh City, people approach their desired lifestyle by imaging their goal such as happy moments with family. On the other hand, in Hanoi, people approach to their desired life by fulfilling the means such as job and income.
According to the survey done by HAKUHODO, HCMC people are more individualistic, emotion-oriented, and focus on the present. In contrast, Hanoi people are more affected by social norms, function-oriented, and focus more on long-term.
HOME APPLIANCES SHOPPING BEHAVIORS AT STORES OF COUPLES
It is common for most high-involvement products to involve quite equally participations of both wife and husband in the whole purchase journey, especially at option finalizing and purchase steps. And Home Appliances are not exceptional.
With supports of the Internet nowadays, couples almost decide the specific models they want to purchase before visiting the shop. Hence, it is not over exaggeration to say that once you failed in pre-shop communication, you may fail to sell your product at shops.
Our study also showed that chances are available, though being small.
Out of 3 couples shopping at retailers, 1 will purchase the brand that was not under their pre-shop shortlisted brand list. And 40% among those changed their mind thanks to the conversation they did with the SALESMAN.
But what can salesman talk to couples that may change their minds?
A Brand- blind test on 12 contents was hold to couples to figure out the best script direction to create conversation with purchaser and convince them to switch brand.
If your consumer is a husband, they need 1 – stop solutions for all problems and best effects for the kids. So remember sharing with them benefits that the product many bring to their kids and how many problems that the product may solve for them in life.
At the other sides, wife is more concerned about the benefits that product can bring to her and how much she can be released from daily burden thanks to it. To her, she needs a superior solution than a 1-stop solution at the product.
And commonly, both concern about saving. But interestingly, ways they care are different. Husband is already happy enough with certain level of saving from the product, either on electricity or water. But wife needs more. She need an extreme saving solution. To her it is not attractive enough unless the product can help her save more than 50%, on whatever field.
Contact us for more details on the study or in case you need our helps in exploring more chances for your brand to win at stores.