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家具企业得“大妈”者得天下?

来源:网友投稿 时间:2014-10-30 浏览量: 我要投稿>>
发现好货FIND GOODS

2013年,黄金价格下跌20%,催生了一个网络热词——“中国大妈”。《华尔街日报》甚至为中国大妈专创造了“dama”一词。“中国大妈”是一群在40—65岁年龄段的女性,他们历来爱操心、爱包办,永远精力充沛、兴致高昂。在当下,她们身体硬朗,有钱、有闲、有热情是大妈们的代名词。

随着中国经济的发展,中国城市家庭在近几十年开始积累大量财富,而传统中国家庭的角色设置,使得中国大妈们在家庭中具备支配财富的权力。对中国的很多行业而言,“得大妈者得天下”,已绝非戏言。

大妈是群可爱的人

社会给“大妈”不太公正的定义:认为大妈是一群钱多人傻,缺乏投资理性、倾向于在短期市场中追涨杀跌的群体。其实不然,大妈可以分为两类,第一类是盲目出手,在证券交易所焦虑地观望、听风就是雨型;第二类是高学历、高智商、自学能力非常强的家庭主妇,具备相当的金融和经济知识以及投资经验。

她们“懂经济”,抄底黄金、转战比特币、瞄准国外房产市场;她们会娱乐,没事时跳个广场舞、呼朋引友去旅游;她们精力充沛,家庭财权一把抓、日常家务没少干、一家大小安排妥;她们“够精明”,柴米油盐算得精、国家大势“看得清”。

家具行业需要大妈

家具消费有很大一部分是被“大妈”填充的,大妈作为一个家庭中女主人,是家庭消费的决策者。无论老人用品、女性用品、儿童用品、男性用品,以及厨卫等消费,女性掌握70%以上的决策权;而且,大妈在家庭中承担奶奶、母亲、女儿、妻子、主妇等多种角色,她们比年轻女性角色复杂,爱操心、爱包办,永远精力充沛、兴致高昂,主动担负更多的采购任务,且更有钱、有闲、有心消费,所以“大妈”往往决定着全家人购买。

而在家具方面,大妈同样拥有说一不二的权利。她们有的会帮助工作繁忙的儿女挑选家具,布置新房;有的会在自己用的家具上决定是选择什么类型、什么价位的家具。大妈在很大层面上具有很强的群体化,她们平时都是三五成群,如果一个事物某个大妈觉得好,在群体中能够很快的得到传播,所以,家具在大妈中销售一定要做好口碑宣传和服务。

从大妈表现的消费中可以看出:大妈具有典型的5个消费心理:a、精打细算;b、攀比;c、冲动;d、不注重品牌,追求“高性价比”;e、跟风消费。而对症下药,主动迎合大妈的消费心理,家具将赢得这群可爱人士的青睐。

家具行业大妈经济有几许

首先,看大妈经济,据了解,2013年中国在韩投资房产一季度多达40万平方米,其中90%是大妈购买。这一事实说明中国大妈具有很强大的市场消费能力。

其次,中国老年化逐渐加快,未来的几十年中将出现更多的大妈,这就为家具开辟了一个很广阔的市场。

中国大妈如此强大,家具行业大有可为!

转载自家具迷

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