This times, is customer produced in people what to want after all?

The consumption that consumer produces to fall in different setting in is for him please mostly, they do not mind do not amount to certain purpose, but fear certainly oneself live not happily.

If somebody asks you -- " what are present consumer and the change with photograph the biggest before comparing? Come out in the answer inside 1 minute please. Come out in the answer inside 1 minute please..

The word that thinks of in mind of a lot of people is not " gregarious " , namely " the net is red " , after all the iformation flow frequency that these two concepts appear in us is really too much. From Baidu the index also can see, it is before 2015 of dominant is " gregarious " , from 2015 to now advocate hit hot statement was become " the net is red " .

But should understand present consumer why to want to do some consumption decision-making, be not worth to here merely enough, because we still cannot explain the following phenomenon, for instance:

We can discover those who secure to the person that sends friend circle and small gain often is held out actually, that is to say actually the of 80% contact in our mobile phone likes " look to be not sent only " , this part person can be consumed likewise upgrade, what is their consumptive motive?

Although a lot of people are brushed now,shake sound, little red book, follow KOL to plant careless, but this can not represent holder; Still a lot of youths do not brush net red APP, be savoured according to oneself however and demand undertakes shopping, but this also does not affect them to buy better. What is their consumptive motive?

In the article before " be upgrade or demoted to do dizziness by consumption? This frame can help you " in, I had been carried " effectiveness folds a layer " this concept, those who tell is how a concept is magnified ceaselessly by social media, as if became only solution.

Although the netizen amount of our country had exceeded 800 million, but in mobile perhaps Internet appears and cannot explaining completely, Internet produces customer people change.

Cast a few popular Internet notions, the look us returns real market and economy, the polarization appearance that a lot of contradict approximately is occurrent:

Logistic backside is consumed in what so much differs, the consumer that having a few rock-bottom demand is now is valued, but in the past not apparent?

Throw verdict first, I feel the change with the biggest customer depends on:

If we think back to, when we should buy certain thing in daily life, should be gotten on all one's life only or the person of before last all one's life knew, total conference appears as follows to speak:

"Pa, am I in naughty was a gift that wash a face bought on treasure " -- " does that plaything have what to use? Am I in naughty was a gift that wash a face bought on treasure " -- " does that plaything have what to use??

"Mom, buy sweep the floor robot " -- " myself is swept be no good, my what can it help? Forbid to waste money "

"Pa, I bought a package of 6000 money, do you often submit an expense account? " " dry is have to used so expensive? " " you know, I at ordinary times inquire for client, others of ostentation and extravagance just respects you " " good "

From inside these dialogs, we can see an applicable to both or all is nodded, the person spending that is before is to reach a certain goal. Do the communication of sale with them so, the function is oriented more convincing. For instance once one of the most successful case, clean of treasure of nothing is more... than undertakes brand fractionize to a certain category through functional sex.

This kind knew to be able to help them reach what purpose advertisement in the past soon, for instance " reduce scurf " " make a hair not fat sticky even " " long protect hair anticreep to send " etc, obtained on the favour of generation consumer.

Contrary, those have very hard on the function need other and high-grade product apparently, the acceptance of public marketplace degree is done not have so tall now. For instance a 3000 multivariate Dai Sen blower, be not worth the distinction of blower of 200 yuan flying benefit riverside with, depend on wind-force bigger evener, do not hurt a hair.

But these two can satisfy blower actually in masses consumer the heart locates mediumly -- " blow the hair dry " . Since can achieve same goal, why should I buy a price to differ the product of more than 10 times?

This also is why to be after the first electric toothbrush came out 1954, electric toothbrush market reachs the whole world all the time rapid growth just begins after millennium.

Conversely, sales volume is bad when a few products are rolled out at the beginning, because their function is OK by cost smaller kind is replaced. For instance Beats earphone, if come in order to hear music purely judge, its sexual price is compared not tall; But its sale strategy highlights product function to adornment later, sales volume begins to explode add.

The consumption that this goes namely is logistic -- buy purpose sex strong, and psychological account is decision-making to consumption sale is very big.

Their aspirations is " for XX, I won't be beautiful exceed XX yuan " .

So how to understand present consumer to leave him suit in different setting?

I meet what accept very hard in the past according to a few below, but what is very general now consumption view will help everybody understand present consumer demand.

If time is returned 20 years ago, want the customer at that time every month draws out a small money, advertisement can be discharged when watching TV, can not have the market too. Because " see an ad just, it doesn't matter is alarming " , after all this Qian Ke can provide meal of a day.

Be like what what say above us, the consumptive outlook at that time is to pay cost to reach a goal to obtain a tool to perhaps serve, is not leave out trouble (for instance to leaving eating house, they can say is for hold together relation, build feeling, is not the trouble that leave out cooks) .

for pair present consumer, recreational recreational time is divine and inviolable, wasteful itself is a kind of injustice. As Thoms (Tom Koulopoulas) place says, to present consumer, time was gifted more meaning.

How to understand this word? In the final analysis is with what information transmits now efficiency is concerned.

Travelling there is a research in learning, those who tell is the information content that we receive one day now, approximate the 174 newspaper in the past, approximate the information that an Everyman lifetime receives time of government of the Song Dynasty.

It is to save the 90 seconds that advertising sees in next programs likewise so, likely in the past the sense is not great, watch TV after all basic be exclusive recreation means, seeing ad also is the one part that watchs TV ah but. But now, inside 90 seconds we can achieve a return small letter, brush a friend circle, see small gain hot search, watch a few small video, leave the public house that goes travelling next week even an order etc.

Should not say present program returns advertisement of meeting thrust deep into the enemy forces in the middle more, between the broken a short while that these advertisement add up, comparative actually considerable. Pay cost to go after advertisement not only alleviated the anxiety sense that we are interrupted when reading content, reinforce cheerful feeling, there still can be more time to have other activity after seeing a program, let recreational time pass more contentedly.

Accordingly, to a business was become when consumer is saved.

Actually, although be in hypostatic recreational industry, also existing this kind of opportunity. Be in for instance large amusement park, queueing up to agree is the experience that the tourist won't enjoy. And fast pass (Quick Pass) makes tourist paying fee OK avoid the trouble that queue up, make You Le experience more contented.

As above, we can see a lot of means that use a fragment to spend time, in the job and domesticity, we can see this kind of growth that consumes a trend euqally.

For instance:

(1) outside sell for our leave out the trouble that arrives at cafeteria, we pay deserve to send cost to buy bout XX namely actually minute fractional time;

(2) buy snacks leave out to downstair convenience inn the trouble that goes to farther big supermarket on foot, although convenience inn is more expensive, the price difference that we give bought XX minute fractional time;

(3) the blower that I buy a Dai Sen, although more expensive, but wind-force is more driving, paid price difference was bought every time the XX after shampoo minute fractional time.

To here we can see, consumption upgrades one of connotation are buying fractional time at inviting customer, can break these the conformity between a short while becomes a time after leave out is troublesome paragraph, live richer life (for instance I am saved everyday come down half hours, enough went exercising) .

Do not know from when to rise, our friend had these a lot of content inside the circle:

Chat with the friends that share these content, just was informed them to join a few companies group. These companies group meeting and they have to betting an agreement, make brushstroke admission, if insist to be hit everyday,get stuck and friend circle, after spending period of time, can have return now. Of course if be in during interrupted, cannot enjoy return showed.

This is put aside going up also is very fathomless for the consumer of generation.

If you follow your Mom to say: "Mom, I just made hundreds of admission, let oneself insist to carry a word on the back " ; The answer that believes you get may be greatly very: "You give me those hundreds of, I will supervise you, do not expend this money " .

So after all this kind business is consumer " him please " offerred what value, let ground of their be most willing to pay fee?

Want to understand this value, we above all in a way sums up what normally what behavior needs to pay fee this kind to supervise -- fitness, motion, language study, read, control of educational child, food, rise early, smoke of give up of candy of Buddhist monastic discipline is waited a moment.

These activities attribute the kind with contented defer, it is we abandon be being satisfied immediately for more long-term interest, abandon to weight is reduced after half an year for instance today snack.

"Defer is contented " behavior has these characteristics:

Be told however from physiology, defer satisfies dispute normal behavior. Because the person's gene decided we became hungry,be about to eat, do not get up tiredly, this is the demand of physiology. This also is why these activities hold to so hard and easy and protracted reason.

Our business helps consumer overcome namely protracted, hold to long-term to behavior, achieve defer to satisfy. Specific and OK how be done?

Above we had said, if say to overcome the first protracted measure, should be the time place that makes clear to begin the operation. We are for instance resolved today, will begin to read book of a hour everyday tomorrow.

Because will be mixed tomorrow,will begin the day after tomorrow however about the same, will begin tomorrow so will come forever tomorrow.

A lot of moment we are truly resolved when holding to a good convention, can need a few chance, special hour, for instance a new year, class of birthday, the first sky is waited a moment. Still have special event, for instance check-up, made opposite sex friend, cable renown exam is waited a moment.

What we can do is through signing up, the friend encircles the means such as transmit to make consumer can have a clear beginning.

When we know a lot of consumer handle the action with contented defer, occasionally resolved began, but often work for instance because of certain excuse however busy, the body is uncomfortable etc quit.

We have a kind of action logic that carries around consistency inherently. Specific for, namely " said on the mouth, brain is honest " . Contrast is for instance the following two kinds of scenes:

You consider not feigned employment and go out to play, sneak away secretly went out. You think not feigned course of study goes out to play, say with your mom you go to the library, go out to play next.

Can which kind of case let you have the feeling that suffer a pain more?

It is the 2nd kind apparently, because your behavior and the acceptance in front are abhorrent. And in the first kind of circumstance, although you also were to violate regulation, but as a result of in front do not have affirmatory everything, so negative blame feeling decreases greatly.

This also is why to be on American court, each witness is in appear in court when attest, want a hand to make a pledge by Bible what oneself say is true. The president assumes office when making a pledge, also want a hand to press Bible. Because these were equal to an acceptance, supervise and urge party maintains around to agree.

So to consumer, what we can do is the front that the behavior that for them defer satisfies offers to the ceremony feels; Want to pay brushstroke penny for instance, special content is sent in gregarious network, make a few special conduct even (the video that sends refuse lighter for instance) .

Our thereinbefore said, the behavior with contented defer among them a characteristic is very ugly to short-term effect, and the excuse that this often makes us abandon. Want me to control food to reduce weight for instance, if held to a week, still cannot see any effects, so I can tell myself probably " perhaps not be a best method so, I look again other more efficient way " , abandon next.

This is why a lot of moment to same earnings, we aux would rather believe to have short-term feedback, but the likelihood does not have so effective method, is not the method that can last more. It is for the damp inside dispel body likewise for instance, pass prandial will improve is long-term, the method that can last. And more person can choose to unplug coal tub, because unplug coal tub is over every time,see the violet Brown share above him skin, it is a kind of short-term feedback, let us feel damp has been sucked.

Not be accrual only, to long-term loss, we are likewise right short-term feedback is more sensitive. Resemble eating areca for instance, we know long-term edible is met health of antrum of speak or sing alternately is caused damage. But the meeting after emphasizing eating areca more than 10 years continuously ceaselessly causes oral cavity cancer, do not meet effective, because long-term feedback changes short-term behaviour very hard. If have a few scene,tell the public instead, after eating areca for some time the tooth has much malformation, be cold-shouldered by the spouse immediately, such short-term feedback will be more effective.

So we can offer customer, it is the short-term feedback of pair of long-term behavior. Perhaps be the front for instance integral; Negative perhaps, for instance loss money, caustic is encircled in the friend face, broke serial day number to wait.

Above paragraphs has said, present consumer always is considering him suit. No matter be in what scene, we always have a kind of demand, satisfied this demand to be able to acquire massive achievement move and self-identity move, that is -- undertake ego is conveyed and obtain to feedback.

Our ancestor is a person simian, and wherefrom moment begins us is a social animal. This means our all the time to live in the group, this needs us to be conveyed through undertaking ego, get feedback to come next him recognize is in the position in the group, adjust oneself behavior through feedback.

The information explosion that the network causes now lets us inputting information everyday, the demand that ego conveys was controlled on such certain also level.

Happy ego expression is comprised by 3 elements, the form that is expression of appropriate setting, ego respectively and get to feedback. These 3 elements can make commercial opportunity, also have can offer severally now the value of the middle class, the graph below can see a few case.

As IT greater progress, we can be encountered there can be more good luck expressions to come out in these 3 elements. Be in for instance setting respect, if the technology of AR is enough mature, can share fictitious setting. And the information that expressive form may add respect of smell, taste, tactility.

But regard commerce as mode, passing consumer to collecting fees to getting to the longing of feedback is a significant step.

Do not know everybody has thought, a lot of people draw out a few yuan of RMBs now, watch a movie that makes a few 100 million U.S. dollors, even various privilege. And watching the cost that make low much net red direct seeding when, dozen admire a few of about a hundred do not take those who blink an eye.

It is for content likewise pay fee, be what brought up this both consume behavior disparately?

From go up at all tell, because be in,be now an information more and more the times that develop, it is very difficult to want to transform communal event with our volition. Change character, control is about to get very hard releasing.

For instance a white-collar of 996, moment of every sky class needs to work according to the boss' train of thought; Returning the home also is the housework of all sorts of cannot help doing sth, rest inaccessibly came down to had slept to time. Have on the weekend must dinner party, look after children on interest class.

Be being controlled however is about to be us as a child bring into contact with of time first time the switch of the lamp, use a kind of when when little hand tries ceaseless switch, realize basic requirement next.

Be distinguished so even if -- enter see a movie, even if we gave brushstroke purse whole show office, the movie that broadcast also won't because such and even if,have the change of an actor's lines. And watch instead dozen admire advocate sow, we should be spent only a few about a hundred, can make a network that is being watched by on 10 thousand people red say before everybody's face " the gift that thank XX sends " .

Tell from another respect, you used a few block control a net is red a few seconds.

Help consumer releases control desire, showing control strength is same business all the time, for instance:

In the past, this is right for the individual, need compares high cost.

Now as the diversification that accepts news channel, this kind is changed through the fragment reveal a space / the accessibility that time will come offer low, direct seeding is hit admire a net red namely among them a kind of means, but not be exclusive. Be in probably future, search shake phonic network red appear in nearsightedness frequency one second, also can make a kind of very popular trade.

Liverpudlian football club is about to achieve additional earnings with respect to the control that once used consumer well. They what build the floor tile outside newly-built stand " coronal name counterpoises " sell fan, concede points is confused people the one part that this field makes forever if wanting to say.

We often can hear a few commerce to comment on, say this period " attention " it is rare lack resource. Is that specific this rare be short of is in us daily life reflected where be?

"Kind careless " of culture arisen it is a very good example. This is one therein the story that the consumptive action that produces customer changes substantially.

It is before 10 the coming year, that moment still does not have electric business, clean out treasure to just just also begin somebody to use.

The consumer behavior that that moment has class of a cornerstone is academic, call consumer decision-making model:

This is a linear process, mean once upon a time, we have demand just can go collect information, evaluate an option next, buy finally.

Present consumer and the biggest before part, it is from linear behavior became 2 paragraphs of form, namely " ramble " and " buy " departed, commonner ground is told, became namely " kind careless " and " unplug careless " two phase.

Be in " kind careless " level, also becoming is not linear relation. For instance we see a shoe, perhaps we do not need it (there had been a lot of shoes in shoe ark) , but in see gain advocate the evaluation after using, join small with respect to the decision, here jumped over the measure that evaluate and gathers information. Perhaps change a kind of view, "Kind careless " below these 4 movements are OK coinstantaneous.

This kind turns linear technological process into collateral change, it is for efficiency substantially. Change the course of tire with respect to racing bicycle resembling F1:

Consumer pays attention to efficiency now, because they want to save attention,the reason is.

For instance our pa Mom should buy a home appliance once upon a time, the likelihood needs to ramble a few shops, ask the friend's opinion, consider for some time to just do it again. Such consumption is decision-making the process is cost not only, more the meeting is great drain attention.

And we can use these attention in the place that can win bigger cheerful move and achievement move originally, hit one bureau hand to swim for instance, see one market put together art, gym time etc.

Help so present in produce consumer to save attention, be equal to offerred invisible, but very fundamental value. This also is why to be a lot of traditional industries, have the new company that shows itself economic attention as a the most fundamental value.

For instance two handcart, secondhand room, abroad hires product of car, number to evaluate, hire WIFI even, it is to emphasize save labour, save worry no matter, still be save trouble, was to save attention substantially, the decision-making simplification of heavy and complicated.

Anyhow, attention had been become customer is produced in now besides the most significant cost beyond money, money is compared even below the condition that has improved considerably in corporeal condition even rarer be short of.

What this article wants to be discussed with everybody is to present in why is the daily life that produces customer serving invisibly buy sheet. Compare at going up the very strong consumptive goal sex of generation consumer (wait a moment for the business, education, multiply, socialization for instance) , of this generation in the action that produces customer is behaved more along with the gender, this also is I have fun at the secret account that goes digging these behavior backside.

And my observation is now is medium producing consumer to be consumed below different setting is for him please, because they do not mind,do not amount to certain purpose (buy room, unripe child for instance) , but fear certainly oneself live not happily.

It is to buy a mobile phone likewise for instance, the consumer in the past can feel the utility of this mobile phone is connection and recreation, those who buy is the tool that achieves this goal. And what consumer enjoys now is to ramble forum, read evaluation, the process that oneself have option (the process that enjoys manufacturer of each old mobile phone to changing to spend type him please, next oneself send a divine one bill again, buy sheet namely) .

Because the corporeal condition of consumer had than once upon a time really,this kind of change is on one hand very big rise, the sensitivity that so everybody can achieve a certain goal quite after offset cost is abate (after all if discover the air conditioning in the home is not quite cool, it is OK that then I buy fan of a Dai Sen again) .

On the other hand, it is us the choice that daily life faces becomes much, the opportunity cost that makes a choice so also becomes high; So besides money, we more consideration ego is experienced, can persuade oneself better so.

Finally, structure of human relations in society produced tremendous change. The consumer previously often signs him one of parts that are a paragraph of human relations in society, for instance children, spouse, parents, and such human relations in society normally extraordinary stability, just change ten years. Now social divorce, lone, not marriage, Ding Ke waits an idea a moment to become general, let us have independent consciousness more, so consumption can undertake measuring from the feeling of ego (of course the effect that this also gets western culture) .

So present in produce consumer to be able to pass consumption from him please of the following respect:

Between redemptive broken a short while, make the life more complete confrontation is protracted, the achievement move that acquires individual promotion optimizes ego to express an experience, longing is getting control feeling to feedback, release pressure to save attention, let finite attention gain better experience

Topic figure comes from Unsplash, be based on CC0 agreement