In the segmentation of the population in the two largest concepts than: white-collar, after 80, such a specious segmentation. White-collar, post-80s such physical indicators, in today's market competition is not considered a segmentation.
In the era of mobile Internet, the real segmentation is to portrait the crowd with different values, lifestyles, and interests, and each consumer is labeled with different attributes.
For example: Post-90s, love Korean dramas, work in office buildings, 1-3 years of work experience, monthly income of less than 5,000, foreign immigrants, transportation is mainly public **** transportation, monthly taxi costs do not exceed 200 yuan, use domestic cell phones, watch at least one movie a month. Taobao is the main shopping channel. This is what is called segmentation of the population.
It is important to realize that white-collar and white-collar are also different, and the post-90s are also very different. Only when we detail the crowd description accurately, labeled appropriately, we are considered to know who we want to serve?
Second, focus on the crowd
When we finish subdividing the crowd, the most important thing is not more important than the trade-offs, that is, focus on who? We often say you want to serve who? Who can you serve? This is that we can not please everyone, we can only serve a class of people.
For example: Huang Taiji is to focus on China's first-tier cities in the core CBD work in the fast food consumption of high-frequency consumption needs of users; and Monet's Garden is to serve Wuhan area, after 85 high-value, love of selfies, love shopping, the aesthetic has a preference for girls.
The same kebabs, all have different customer groups. Wooden house barbecue: young people with high requirements for cost-effective; a long time ago: post-85 night wanderers who love lively, hormonal secretion; string court: love lively, like petty mood, rich night life, social activities frequent goddesses; Fengmao Sheng: 80 or so well-off families, do not love the lively uncle.
The above is just through observation, simply label the users of several brands, really need to give the crowd portrait, which is a professional.
Just focus on what kind of crowd, there will be different strategic tactics, there will be different business choices.
And for catering, we look at different users actually have different consumption habits, consumption scenes, consumption psychology.
Today's food and beverage consumption in fact has long been more than just three meals a day, but also more than just to satiate the appetite, if we still only superficially that consumers are to eat, eat full, cost-effective, then we know too little about the user of all. Then on what basis to obtain her heart?
Only through the depth of the drop of insight, we can find the dissatisfaction of the current target users, uneasiness, inconvenience, in order to have a target for their pain point, itch point, cool point to make product innovation, service innovation, experience innovation.
All innovations come from consumer insights, and the great Steve Jobs could be said to be a top expert in consumer insights. He said he never did market research, questionnaires, that is because he has a keen insight into the eyes.