2012 Gift Industry Analysis: Consumption Orientation Determines Industry Development

In recent years, subtle changes have taken place in the gift industry's consumer sector, and the gift market has quietly risen and developed rapidly, from elderly health products to e-learning supplies, from traditional handicrafts to modern digital products, from personal gifts to gift business companies, and gift markets. Prosperous. How to recognize the gift market and its consumer purchasing psychology and purchase behavior is already a new topic for academic research. Correct interpretation of the gift market can help gift companies formulate effective strategies for consumer gift purchase psychology.

1. Cultural Genes for Gift Consumption

China has always been hailed as a state of etiquette. In traditional culture, the Chinese people's understanding of home is that the pursuit of a warm, happy family is one of the values ​​of most people. Therefore, we often combine "succession" and "establishment" to become two major events in life. Such a culture is what sociologists call "group culture," and the maintenance of group culture is based on people's "needs of belonging."

Etiquette can be divided into two parts: spirit level and material level. Etiquette and gifts are the carriers of etiquette. The culture has produced the need for etiquette, etiquette has generated the demand for gifts, and the gifts have become a special market. At the same time, because the culture of the masses has penetrated into every Chinese person, its market size is self-evident.

2. Difference between gift consumption and general consumption

The purchase behavior of general consumption is divided into five stages: problem awareness → information collection → selection and evaluation → purchase behavior → post-purchase evaluation In a single purchase behavior, there are generally five types of roles: buyer, user, and influencer. Adviser, decision-maker, but for the gift of the consumer is very different from this, because in the gift of the purchase of buyers and users are separate, the purchaser is to consider the user's acceptance of the purchase of gifts, Can we cater to the recipient's taste? Therefore, for the gift network market, merely subdividing buyers is not enough, and end users should be further subdivided.

3, business gifts market, how much opportunity, there is much market

As competition intensifies, the importance of cooperation will intensify. In a market-oriented China, interpersonal communication and public relations play an irreplaceable role in the development of contacts, expansion of social resources, and market resources. Emotional input into business partners, target customers, customers, and resource controllers is inevitable. A new and huge market? Business gift market. According to predictions from related departments, the current market for business gifts in China has a market space of more than 60 billion yuan, and it is still growing at a speed approaching 20%. Many analysts have attributed the exceptionally popular gifts market in recent years to the sudden emergence of business gifts.