Peter Cade | Pob zeb | Cov duab Getty
Cov neeg yuav khoom kim heev tau txais kev nplua nuj thiab hluas dua, nrog kev yuav khoom los ntawm qee cov neeg siv khoom tshiab xav tias yuav loj hlob peb zaug sai dua cov neeg laus dua kaum xyoo tom ntej, raws li tsab ntawv tshaj tawm tshiab.
Generation Y, tseem hu ua millennials, thiab Generation Z suav nrog tag nrho cov khoom kim heev kev lag luam kev loj hlob xyoo tas los, raws li tsab ntawv ceeb toom los ntawm Bain & Co. Kev siv nyiaj los ntawm Gen Z thiab cov tseem yau tiam Alpha, lossis cov hnub nyoog qis dua 13 xyoos, xav tias yuav ua li ib feem peb ntawm kev ua lag luam khoom kim heev txog xyoo 2030, qhia txog "kev coj cwj pwm ua ntej rau cov khoom kim heev" ntawm cov tub ntxhais hluas tshaj li cov neeg laus, daim ntawv tshaj tawm hais tias.
Cov neeg siv khoom ntawm Gen Z tab tom pib yuav cov khoom kim heev - txhua yam ntawm cov hnab tes thiab khau, mus rau watches, hniav nyiaj hniav kub, khaub ncaws thiab khoom zoo nkauj - thaum muaj hnub nyoog 15, peb mus rau tsib xyoos ua ntej ntau txhiab xyoo ua, tsab ntawv ceeb toom hais tias.
"Los ntawm 2030, cov tub ntxhais hluas (Ib tiam Y, Z, thiab Alpha) yuav dhau los ua cov neeg yuav khoom loj tshaj plaws ntawm cov khoom kim heev los txog tam sim no, sawv cev 80% ntawm kev yuav khoom thoob ntiaj teb," nws hais.
Kev muag khoom kim heev tau los txog tam sim no ua rau muaj kev tiv thaiv ntau rau cov paj laum, kev lag luam qeeb thiab kev nce nqi siab. Bain kwv yees tias thoob ntiaj teb kev muag khoom ntawm tus kheej cov khoom kim heev kev muag khoom tau nce 22% hauv 2022, rau 353 billion euros, lossis kwv yees li $ 381 billion.
Xyoo no, kev muag khoom kim heev xav tias yuav loj hlob ntawm 3% thiab 8%, nyob ntawm Tuam Tshoj txoj kev rov qab los thiab kev lag luam hauv Asmeskas thiab Europe.
Tebchaws Asmeskas tau rov qab tau qhov chaw zoo tshaj plaws rau kev muag khoom kim heev hauv 2022, tshaj Tuam Tshoj, nrog 25% kev muag khoom loj hlob thiab tag nrho cov muag khoom ntawm 113 billion euros, lossis txog $ 121 billion. Tuam Tshoj txoj kev muag khoom kim heev tau poob 1% vim yog Covid lockdowns. Tebchaws Europe kuj pom muaj kev loj hlob zoo, ntawm 27%, tau pab ntau los ntawm Asmeskas cov neeg tuaj ncig tebchaws uasi siv cov khoom kim heev hauv Tebchaws Europe thaum lub caij ntuj sov.
Accessories, coj los ntawm cov hnab tes, coj txoj kev loj hlob hauv 2022 thiab xav tias yuav txuas ntxiv tsav cov khoom kim heev muag hauv xyoo tom ntej.
Kev muag khoom ntawm cov tawv nqaij tau nce 23% mus rau 25% xyoo tas los, thiab tau nce ntau dua 40% los ntawm cov kab mob ua ntej. Thaum cov qauv tshiab thiab "hero khoom" suav rau qee qhov kev loj hlob ntawd, tus tsav tsheb loj tshaj plaws ntawm kev loj hlob tuaj ntawm tus nqi nce - xws li Chanel me Classic Flap hnab, uas tam sim no raug nqi ntau dua 60% siab dua ua ntej muaj kev sib kis. Bain kwv yees tias 70% ntawm kev muag khoom loj hlob hauv cov khoom tawv hauv xyoo 2022 los ntawm kev nce nqi.
Cov kws tshuaj ntsuam xyuas thiab cov thawj coj khoom kim heev hais tias qhov kev thov ntawm cov khoom kim heev rau cov neeg siv khoom lag luam niaj hnub yog khi rau kev nce nyiaj hauv kev tsim nyiaj txiag ntau xyoo dhau los, nrog rau kev tshaj xov xwm.
Jan Rogers Kniffen, CEO ntawm khw muag khoom sablaj tuam txhab J Rogers Kniffen WWE tau hais tias "Dab tsi tau hloov pauv yog qib kev muaj txiaj ntsig ntawm Asmeskas cov neeg siv khoom, thiab kev nthuav dav ntawm kev tshaj xov xwm uas qhia rau cov neeg siv khoom yog qhov txias," "Cov tiam ua ntej Z's thawb lub hnub nyoog ntawm thawj khoom kim heev muas rau 18 txog 20. Tsis yog 15 txog 17 lub laj thawj tom ntej? Puas yog hauv qab? Tej zaum tsis yog. "
Kev yuav khau khoom kim heev thiab hnab tes hauv online tau nkag mus tau ntau dua nyob rau xyoo tas los no vim cov tuam txhab khoom kim heev tau txais kev muag online thiab cov tswv cuab ntawm cov vev xaib khoom kim heev tau tshwm sim.
Bain tau hais tias Web 3.0, suav nrog cov metaverse thiab NFTs - ib hom khoom muaj nqis digital hu ua nonfungible tokens - yuav pab muag khoom kim heev rau yav tom ntej cov neeg siv khoom tsawg dua.
Tau qhov twg los: https://www.cnbc.com/2023/01/17/gen-z-is-driving-luxury-sales-as-wealthy-shoppers-get-younger.html