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In the previous article, I gave a few solutions to the retail channel side of China based on Japanese retail companies. But to study consumption, in addition to focusing on channels, there are factors such as market, content flow and supply chain side. The brief classification can be divided into “people”, “goods” and “fields”.

Where, “people” represents the terminal market, that is, consumers; “goods” represents the product supply chain; “field” according to consumer behaviors – know, investigate, purchase, pick up Can be divided into content traffic end and retail channel end.

Consumer goods brands will basically run through the various industrial chains of “people”, “goods” and “fields”. Therefore, in the current Chinese “people”, “goods”, “field” are in the context of major restructuring, compared to retail channels, the evolution of Japanese consumer goods brands that have experienced several major refactorings is particularly Have a reference. Therefore, this article will contain the following parts:

1. Based on the macro analysis of “The History of Japanese Consumer Society: A glimpse of China in the Next 20 Years”, the reorganization rules of “people”, “goods” and “fields” are obtained

2. In the context of refactoring, take the Japanese brands such as Lucido, Pocari Sweat, Suntory Hop’s, etc. as an example to interpret their success secrets from 0 to 1

3. Mapping to China, giving advice to entrepreneurs and transitioners in the consumer goods industry

1 Japanese consumer “people’s yard” refactoring – “people”

Either from the era of the post-war era to the era of high consumption, the era of Japanese society is not folded, and the character of “Chrysanthemum” and “Knife” rooted in the people’s bones (two extremes of collection and release) allows people to clearly see the evolution of consumer characteristics and market demand.

So in the previous article, I organized the changes in market demand in Japan into three consumer eras:

1. The homogenization consumption period of 1950~1974, a wave of baby boom after the war caught up with a wave of industrialization and developed the “100 million total mid-stream” era in Japan;

2. The large consumption upgrade from 1974 to 1990, the era of differentiated consumption, although the experience of two oil crises in the middle brought about a few years of consumption downgrade, the emergence of Don Quixote and Da Chuang The company that made the family, but the overall trend is still in the consumption upgrade;

3. From 1990 to the current stratified consumption era, this includes not only the large consumption decline caused by the economic recession, the rationalization of consumption, but also the high maturity of the industry. The solidification of the class flow has led to the emergence of a real sinking market in Japan. At the same time, there have been many other social problems, such as the aging of young children and the singleness.

From a macro perspective, although Japan’s overall ushered in the “third episode of the boom” in the economic cycle, the aging of the younger son has made the country take more time in the face of the current industrial transformation. More uncertainty has come.

The big law of human-side refactoring: no matter which stage of the consumer starts the consumption cycle, it will eventually return to rationality:

A few days ago, I have been exploring the consumer characteristics of consumers, and whether their mapped spending power and preferred consumer goods attributes have cyclical changes with Kangbo. China is difficult to study because it has not yet experienced a complete long-wave cycle. Therefore, I still choose Japan.

A case of a Japanese baby born after the war, (Japan calls this generation “the mass of the masses”), Looking at the “Block Age” crowd, after undergoing a complete long-wave cycle of about 60 years, what changes have taken place in his consumption characteristics.

The following is the life track of the representative “Small class Jiro” (alias) in the “Block Age”:

Ohno’s life has experienced both the era of nothing and the most prosperous and depressed years of the Japanese economy. Therefore, his consumption characteristics have evolved with the homogenization of consumption-differential personalization-spiritual consumption-rationalization, and have been maintained.

So I have a question: Is this evolution without looping occurring in consumers born in all ages? Will people’s consumption concepts be attributed to rationality after they have experienced the drunkenness?

So I found the data of the 10,000-person survey conducted by Nomura Research Institute every three years from 2000 to 2018:

It can be seen from the data that if the age group is not divided into ages, the current consumption characteristics of the Japanese market are basically neither that they are cheaper after the economic crisis, nor that they only know the state of buying big cards before the economic crisis. The rational consumption characteristics such as convenience and quality consumption represent the mainstream of the current market.

If analyzed by age group, the following picture shows the NHK of Japan in 2018. “For goods, are you more willing to rent/borrow or own” (similar Are you willing to break the questionnaire, the data in the figure is “more willing to break away” the proportion of the population.

So we found that either

1. Old people in the “Block Age” (similar to China after 60);

2. It was also the Japanese “new humans” who had ridiculed the “cluster era” and “thief soil” in the past. (similar to China’s post-80s);

3. If you graduated from the economic crisis and can’t find a job, you can’t find a job. (There are many 90s in China in the past few years. Graduation can’t find a job)

In the end, you will choose to be more willing to break away than to “own”. However, we have also found that brands like UNIQLO, which were previously unsuccessful, have recently become young and trendy in Japan. Because the post-90s grandchildren of the “Block Age” began to redefine consumption.

So I tried to: In a complete economic cycle, no matter which stage people start their own consumption cycle, they will eventually experience the return to rationality rather than continuing a cycle. This also corresponds to the hierarchical evolution logic of Maslow’s theory of demand (see table below).