what will be the impact of the three major trends: aging, fewer children, and the increasingly clear networking in recent years?
a: it will deepen the "home economy". You don't need to go out. Every commodity can arrive home in home delivery. Your own room is all your space, and there is no social life.
In order to improve this shortcoming, Japanese builders began to sell products that changed with the design of houses.
Now a 31-year-old youth has found an apartment, and some new designs are very creative. They are shared by five or six people, and the living room and kitchen are shared, but the individual rooms are separated. They can live together in the living room, but when they return to the room, they are alone and have complete privacy rights.
In comparison, the traditional Japanese apartment was not built like this, but was designed by one person and one household, so there was a lot of spare space in the past. Now, the design of "living space * * * enjoyment" combined with "bedroom privacy preservation" has eliminated these shortcomings. In fact, this form of * * * sharing apartments is also in line with the increasing trend of single women in Japan. A few years ago, there was a best-selling book called Barking from a distance by the Defeated Dogs in Japan, because Japanese society used to call single women over 35 years old who couldn't get married "defeated dogs". In the past, women of this ethnic group were called "defeated dogs" because they couldn't find a husband and could not enjoy a lot of fun in the traditional definition of life. After in-depth analysis, this best-selling book is the opposite.
Because "defeated dogs" have many pleasures that other ethnic groups don't have. Your boss may find that you are single, unburdened and attractive, so he wants to invite you to dinner, so you say, "boss, I know a good restaurant and I really want to try it." So the boss will treat you to a high-end meal.
This group of single and mature women is just in contrast with another newly emerging "Dirty Old Man" class, which has become a new trend and new business opportunity in Japanese society. My book calls this "bad old man" ethnic group "DOM" for short. Men of this ethnic group are in urgent need of daily meals, clothes and clothing services. It happens that mature "defeated dog" women are willing to be "parasites" and live in the rich "DOM ethnic group. They go to high-end restaurants and watch performances together, so" defeated dogs "can freely control and spend their money.
New marketing should be more single-minded. Q: So, the Japanese business circles have already understood the impact of this megatrend, have they responded?
a: companies are beginning to know, but the response is still too slow. So far, they can't figure out: Why have the catering industry positioned as a family restaurant been going downhill? I don't know why the supermarket format is getting worse. The meat packaged in supermarkets is packed in 811 grams, and the whole Chinese cabbage is sold. How can singles eat it all? For new customers, we must pack small and change. For singles, we must change the concept of marketing packaging.
Q: What advice do you have for Taiwan Province, which is also following the rapid aging in Japan? Especially for corporate Taiwan Province?
A: Taiwan Province's service industry, especially the retail industry, should be well prepared, because the future is coming too fast, and the R&D department of the business community must constantly check the demographic changes, otherwise it will be too slow to respond when you find that the format of family restaurants and supermarkets has declined. The business community often looks at so many statistics, and especially pays attention to the changes in household population.
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