how marketers can engage post-90s at the supermarket

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China social study

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how marketers can engage post-90s at the supermarket

  1. 1. How marketers can engage post-90s at the supermarket
  2. 2. Post-90s are interesting and, at times, enigmatic for marketers to understand. It is attempt to exploring what post-90s had to say and how they were expressing themselves on the topics related to packaged goods at supermarket.
  3. 3. Go through 500 weibo posts of post-90s
  4. 4. More than 85% posted pictures more than 85% of post-90s share supermarket- shopping experience with both words and pictures. This is a clear indication that post-90s prefer to share their shopping experiences in images, not just pure words.
  5. 5. 42% posts are what they bought, or let’s say “buy a lot” more than 42% posts are whey they bought in supermarket. And they are happy to share when they bought all SKUs of product or many many items in boxes. The show off habit also works supermarket consumption not only luxury product.
  6. 6. “Adult-buying” behavior stimulate “show-off” culture The main products post-90s buy in supermarket are snacks, especially to those who are still students. 42% of samples did the behavior of “adult-buying”, they either bought all flavor of one brand or many packs of one flavor, sometime both. It become the timing of show off.
  7. 7. They are happy to share supermarket experience! 13% 4% 15% 38% 30% Positive Neutral Negative Do something stupid Others
  8. 8. positive – showing off a picture of shopping cart, discovering interesting products, enjoying a good time with families/friends, finding a childhood product, etc. Negative - tend to be about disappointing in newly bought snack, complaining about the excessive price, angry about the poor service in supermarket etc.
  9. 9. ✓ Show off culture exists in supermarket purchase ✓ Adult-buying is moment of show off ✓ Mobile with picture, yes wechat may effective channel to observe

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