Chinese consumers continue to mature, which is already a fairly common phenomenon. Five years ago, many wealthy people seemed to be as unreasonable as nouveau riche. Millions of people bought a set of fake "high-end" furniture instead of Know yourself.
With the improvement of consumer culture, the broadening of vision and the expansion of knowledge, lifestyles and consumption patterns are changing. Simple brands and symbols are not enough to completely impress consumers, a factor of quality, craftsmanship, materials and services. The new era of consumption is coming, and people in the industry call it "quality consumption."
Below we mainly start from the furniture field, choose the brand, material, technology, service four points to analyze the psychological motivation and behavior characteristics of such a new consumer group, portray and depict the life picture and attitude of the quality consumer group, they are, Create and lead a new era of quality consumption.
Brand
According to a survey, the new consumer groups believe that the brand's connotation, culture and grade are as important as brand awareness and word of mouth. According to the survey, over 70% of the quality consumer groups pay great attention to the brand's grade, connotation and culture. For the brand's consumption and understanding, they pay more attention to quality, rather than blindly trusting the brand's symbol.
In the understanding of the quality consumer group, the brand must obey the quality requirements, and the brand influence exerted by the advertisement or event and the distribution network does not meet the preferences of the elite consumer groups. The reputation of European and American markets, the cooperation experience of five-star hotels, the use of traditional handicrafts such as hand-painting and engraving, and the spread and promotion of European and American cultures often give consumers more points, far more than some furniture brands with popular popularity. Be favored.
Material
In the quality of consumption, the most influential factors are absolutely inseparable from the "material", which is the raw material or material of the product. As far as furniture is concerned, if it is solid wood furniture, the tree species largely determines the grade of the product. Take European and American style furniture as an example. Although wood is used in the past, few people will study and verify it.
“The situation is changing. More and more wealthy consumers will consider arranging professionals to identify the materials of furniture when they choose. The smarter and more literate people are less willing to be deceived. Going far." A senior reporter wrote in the article.
In the current consumption of British furniture, more affluent people know that only mahogany, poplar, Chinese fir, safflower, sunny, rosewood, chestnut, rubber and other materials meet the high-end requirements, and According to the "English Furniture China Report" published by Huoyun Consulting, there are no more than five brands that can produce British furniture in the market.
Process
According to the observation of Huoyun Consulting, the Finch incident has been erupted. The domestic high-end furniture market is almost monopolized by foreign brands. The Chinese buy high-end furniture. Apart from mahogany furniture, almost all of them will choose the “foreign†brand, while some very good furniture in China. However, it has been successful in the European and American markets, and has entered the well-known international five-star hotels such as Shangri-La, Sheraton, Venetian Hotel, Las Vegas Paragon Resort Hotel.
At that time, people pay attention to crafts. There are very few professional things. Most of them are chasing the wind. Once a brand adopts the name of a foreign celebrity or a famous area, there are several well-known people who buy it, which may attract a large number of people. Follow the wind. However, the current situation has changed significantly. Hand-painted, hand-carved, American-style painting, Eastern and Western cultural and artistic elements, hand-stitching, etc. are all factors that must be considered for quality consumption.
service
For the high-end, or luxury brands, the consumer-oriented service must have its own unique and exquisite, so that people can experience the exclusive and exclusive. But before the quality consumption, many consumers in China did not pay attention to this.
However, the brand service situation in the past two years has also undergone significant changes. After-sales satisfaction, personalized customization and referral services are highly valued. This is the change brought about by quality consumption.
It is worth noting that some foreign high-end brands ignore Chinese consumers. On the one hand, they make a lot of money from the wealthy group in China. On the other hand, they do not provide corresponding services and implement dual service standards. This phenomenon has also changed with the advent of the era of quality consumption.
According to seniors who are engaged in the transmission of furniture brands, some foreign furniture brands are difficult to make Chinese consumers feel very satisfied with their services, while high-end national brands can provide exclusive, customized and all-round services. One of the core competitiveness of the market.
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