{"id":11812,"date":"2020-08-19T18:20:23","date_gmt":"2020-08-19T11:20:23","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11812"},"modified":"2020-10-19T10:45:50","modified_gmt":"2020-10-19T03:45:50","slug":"the-he-millennials-the-he-tieu-dung-tiem-nang","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/the-he-millennials-the-he-tieu-dung-tiem-nang\/","title":{"rendered":"“B\u1eadt m\u00ed” th\u1ebf h\u1ec7 Millennials – Th\u1ebf h\u1ec7 ti\u00eau d\u00f9ng “v\u00e0ng” cho c\u00e1c doanh nghi\u1ec7p"},"content":{"rendered":"

N\u0103m 2015, th\u1ebf h\u1ec7 Millennials (th\u1ebf h\u1ec7 Y<\/a>) \u0111\u00e3 v\u01b0\u1ee3t qua th\u1ebf h\u1ec7 Baby Boomer tr\u1edf th\u00e0nh th\u1ebf h\u1ec7 chi\u1ebfm t\u1ef7 l\u1ec7 l\u1edbn nh\u1ea5t t\u1ea1i M\u1ef9. Kh\u00f4ng ch\u1ec9 t\u1ea1i M\u1ef9, th\u1ebf h\u1ec7 n\u00e0y \u0111ang \u0111\u01b0\u1ee3c c\u00e1c c\u00f4ng ty ti\u00eau d\u00f9ng v\u00e0 c\u00f4ng ty tr\u00ean to\u00e0n th\u1ebf gi\u1edbi \u0111\u1ea7u t\u01b0 h\u01b0\u1edbng t\u1edbi t\u01b0\u01a1ng lai v\u1ec1 ti\u1ec1m n\u0103ng th\u1ecb tr\u01b0\u1eddng th\u1ef1c s\u1ef1 c\u1ee7a th\u1ebf h\u1ec7 millennials v\u00e0 \u1ea3nh h\u01b0\u1edfng t\u00edch c\u1ef1c c\u1ee7a nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a h\u1ecd. V\u00ec th\u1ebf h\u1ec7 millennials r\u1ea5t quan tr\u1ecdng \u0111\u1ed1i v\u1edbi s\u1ef1 t\u0103ng tr\u01b0\u1edfng trong t\u01b0\u01a1ng lai v\u00e0 t\u1ea1o ra gi\u00e1 tr\u1ecb cho c\u00e1c doanh nghi\u1ec7p h\u01b0\u1edbng t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, Mckinsey \u0111\u00e3 \u0111i\u1ec1u tra th\u1ebf h\u1ec7 n\u00e0y \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 ti\u1ec1m n\u0103ng th\u1ecb tr\u01b0\u1eddng, c\u00f4ng ty \u0111\u00e3 kh\u1ea3o s\u00e1t 11.000 ng\u01b0\u1eddi v\u00e0o th\u00e1ng 5 n\u0103m 2016, bao g\u1ed3m 7.000 th\u1ebf h\u1ec7 Millennials, 2.000 ng\u01b0\u1eddi th\u1ebf h\u1ec7 Z<\/a> ( Gen Xers) v\u00e0 2.000 ng\u01b0\u1eddi th\u1ebf h\u1ec7 Baby Boomers v\u1ec1 th\u00e1i \u0111\u1ed9, s\u1edf th\u00edch mua h\u00e0ng v\u00e0 h\u00e0nh vi danh m\u1ee5c c\u1ee7a kh\u00e1ch h\u00e0ng. Nghi\u00ean c\u1ee9u n\u00e0y ch\u1ec9 ra r\u1eb1ng th\u1ebf h\u1ec7 Millennials l\u00e0 m\u1ed9t nh\u00f3m ng\u01b0\u1eddi ph\u1ee9c t\u1ea1p v\u1edbi nh\u1eefng s\u1edf th\u00edch \u0111a d\u1ea1ng. D\u01b0\u1eddng nh\u01b0 c\u00f3\u00a0 m\u1ed9t s\u1ef1 m\u00e2u thu\u1eabn v\u1ec1 nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00e0y ph\u1ea3n \u00e1nh b\u1ea3y ph\u00e2n kh\u00fac kh\u00e1c nhau. C\u00e1c c\u00f4ng ty ti\u00eau d\u00f9ng v\u00e0 c\u00f4ng ty \u0111\u1ea7u t\u01b0 n\u00ean t\u00ednh \u0111\u1ebfn s\u1ef1 ph\u1ee9c t\u1ea1p v\u1ec1 h\u00e0nh vi v\u00e0 s\u1edf th\u00edch n\u00e0y khi h\u1ecd \u0111\u1ecbnh h\u00ecnh chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a m\u00ecnh.<\/p>\n

C\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng th\u1ebf h\u1ec7 Millennials<\/h2>\n

Th\u1ebf h\u1ec7 millennials chia th\u00e0nh b\u1ea3y ph\u00e2n \u0111o\u1ea1n ri\u00eang bi\u1ec7t d\u1ecdc theo m\u1ed9t ph\u1ed5 g\u1ed3m ba c\u1ee5m h\u00e0nh vi: gi\u00e1 tr\u1ecb (Value), ch\u1ea5t l\u01b0\u1ee3ng (Quality) v\u00e0 h\u00ecnh \u1ea3nh (image). Trong m\u1ed7i c\u1ee5m, ch\u00fang t\u00f4i th\u1ea5y hai ho\u1eb7c ba ph\u00e2n \u0111o\u1ea1n ho\u1ea1t \u0111\u1ed9ng kh\u00e1 kh\u00e1c bi\u1ec7t v\u1edbi nhau (H\u00ecnh 1).<\/p>\n

\"\"<\/a><\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng theo \u0111\u1ecbnh h\u01b0\u1edbng gi\u00e1 tr\u1ecb (Value): chi\u1ebfm 40% th\u1ebf h\u1ec7 millennials<\/h3>\n

Nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00e0y thu\u1ed9c hai ph\u00e2n kh\u00fac Economiziers (kinh t\u1ebf) v\u00e0 Risk Advoiders (tr\u00e1nh m\u1ea1o hi\u1ec3m) , c\u1ea3 hai \u0111\u1ec1u th\u1eadn tr\u1ecdng trong c\u00e1c quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng v\u00e0 \u00edt quan t\u00e2m h\u01a1n c\u00e1c ph\u00e2n kh\u00fac kh\u00e1c v\u1ec1 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u. Nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng Economiziers l\u00e0 nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u01b0\u01a1ng \u0111\u1ed1i tho\u1ea3i m\u00e1i, c\u00f3 \u00fd th\u1ee9c v\u1ec1 ng\u00e2n s\u00e1ch, nh\u1eefng ng\u01b0\u1eddi ch\u1ea1y theo c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u1ea3m gi\u00e1 v\u00e0 l\u00e0 nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng bi\u1ebft \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u. Nh\u00f3m ng\u01b0\u1eddi Risk Advoiders ch\u1ee7 y\u1ebfu d\u1ef1a v\u00e0o c\u00e1c khuy\u1ebfn ngh\u1ecb v\u00e0 l\u1eddi khuy\u00ean tr\u01b0\u1edbc khi th\u1eed s\u1ea3n ph\u1ea9m ho\u1eb7c nh\u00e3n hi\u1ec7u m\u1edbi. H\u1ecd mu\u1ed1n bi\u1ebft r\u1eb1ng h\u1ecd \u0111\u00e3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh \u0111\u00fang \u0111\u1eafn v\u00e0 s\u1ebd nh\u1ea5n m\u1ea1nh l\u1eddi khuy\u00ean v\u00e0 khuy\u1ebfn ngh\u1ecb t\u1eeb nh\u1eefng ng\u01b0\u1eddi kh\u00e1c khi h\u1ecd \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh.<\/p>\n

Ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u01b0\u1edbng \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng (Quality): 22% th\u1ebf h\u1ec7 Millennials<\/h3>\n

Nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00e0y c\u00f3 s\u1edf th\u00edch nh\u1ea5t \u0111\u1ecbnh v\u00e0 coi vi\u1ec7c l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u l\u00e0 d\u1ea5u hi\u1ec7u cho th\u1ea5y kh\u1ea3 n\u0103ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh chu \u0111\u00e1o, an to\u00e0n c\u1ee7a h\u1ecd, bao g\u1ed3m 2 nh\u00f3m: Diligent loyalists (nh\u00f3m trung th\u00e0nh th\u01b0\u1eddng xuy\u00ean) v\u00e0\u00a0 Premium enthusiasts (ng\u01b0\u1eddi say m\u00ea cao c\u1ea5p).<\/p>\n

Nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng (NTD) Diligent loyalists\u00a0 cho th\u1ea5y nhu c\u1ea7u ki\u1ec3m so\u00e1t v\u00e0 th\u00f3i quen r\u00f5 r\u00e0ng trong nhi\u1ec1u kh\u00eda c\u1ea1nh c\u1ee7a cu\u1ed9c s\u1ed1ng c\u1ee7a h\u1ecd (v\u00ed d\u1ee5, ch\u1ebf \u0111\u1ed9 \u0103n u\u1ed1ng v\u00e0 t\u00e0i ch\u00ednh). H\u1ecd quan t\u00e2m \u0111\u1ebfn vi\u1ec7c \u0111\u01b0\u1ee3c cung c\u1ea5p th\u00f4ng tin v\u00e0 ph\u1ea7n l\u1edbn h\u00e0i l\u00f2ng v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i.<\/p>\n

Trong khi \u0111\u00f3 nh\u1eefng ng\u01b0\u1eddi Premium enthusiasts l\u00e0 nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 tr\u00ecnh \u0111\u1ed9 h\u1ecdc v\u1ea5n cao, nh\u1eefng ng\u01b0\u1eddi coi s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 ph\u1ea7n m\u1edf r\u1ed9ng c\u1ee7a b\u1ea3n th\u00e2n. H\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c ch\u1ea5t l\u01b0\u1ee3ng m\u00e0 h\u1ecd quan t\u00e2m. C\u1ee5m n\u00e0y c\u00f3 m\u1ed1i quan h\u1ec7 l\u1edbn nh\u1ea5t v\u1edbi c\u00e1c ho\u1ea1t \u0111\u1ed9ng v\u00e0 th\u01b0\u01a1ng hi\u1ec7u v\u1ec1 s\u1ef1 l\u00e0nh m\u1ea1nh v\u00e0 s\u1ee9c kh\u1ecfe.<\/p>\n

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Ng\u01b0\u1eddi ti\u00eau d\u00f9ng h\u01b0\u1edbng \u0111\u1ebfn h\u00ecnh \u1ea3nh (Image): 38% th\u1ebf h\u1ec7 Millennials<\/h3>\n

Ph\u00e2n kh\u00fac ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/a> n\u00e0y bao g\u1ed3m ba ph\u00e2n \u0111o\u1ea1n kh\u00e1c nhau.<\/p>\n

Nh\u00f3m ng\u01b0\u1eddi “you only live once\u201d(\u201cb\u1ea1n ch\u1ec9 s\u1ed1ng m\u1ed9t l\u1ea7n\u201d) s\u1ed1ng d\u1ef1a tr\u00ean tr\u1ea3i nghi\u1ec7m (YOLO-ers) t\u1eadp trung v\u00e0o vi\u1ec7c t\u1eadn h\u01b0\u1edfng cu\u1ed9c s\u1ed1ng trong hi\u1ec7n t\u1ea1i, ngay c\u1ea3 khi \u0111i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 “s\u1ed1ng”, chi ti\u00eau v\u01b0\u1ee3t qu\u00e1 kh\u1ea3 n\u0103ng c\u1ee7a h\u1ecd.<\/p>\n

Nh\u00f3m ng\u01b0\u1eddi Showcasers (th\u1ec3 hi\u1ec7n) c\u00f3 thu nh\u1eadp cao h\u01a1n tu\u00e2n theo c\u00e1c xu h\u01b0\u1edbng m\u1edbi nh\u1ea5t, ngh\u0129 r\u1eb1ng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi h\u01a1n, s\u00e1ng t\u1ea1o h\u01a1n v\u00e0 chia s\u1ebb nh\u1eefng h\u00f3a \u0111\u01a1n mua c\u1ee7a h\u1ecd tr\u00ean ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (social media).<\/p>\n

Cu\u1ed1i c\u00f9ng, nh\u1eefng ng\u01b0\u1eddi Explorers (kh\u00e1m ph\u00e1) s\u1eb5n s\u00e0ng tr\u1ea3 ph\u00ed cao h\u01a1n \u0111\u1ec3 tr\u1edf th\u00e0nh ng\u01b0\u1eddi \u0111\u1ea7u ti\u00ean th\u1eed c\u00e1c s\u1ea3n ph\u1ea9m ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi \u0111\u1ec3 t\u1ea1o s\u1ef1 kh\u00e1c bi\u1ec7t.<\/p>\n

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Hi\u1ec3u c\u00e1c h\u00e0nh vi v\u00e0 s\u1edf th\u00edch c\u1ee7a th\u1ebf h\u1ec7 tr\u1ebb<\/h2>\n

B\u1ea5t ch\u1ea5p thu nh\u1eadp hi\u1ec7n t\u1ea1i th\u1ea5p h\u01a1n v\u00e0 lo ng\u1ea1i v\u1ec1 t\u01b0\u01a1ng lai t\u00e0i ch\u00ednh, to\u00e0n b\u1ed9 th\u1ebf h\u1ec7 tr\u1ebb \u0111\u1ec1u ti\u00eau ti\u1ec1n. Nghi\u00ean c\u1ee9u tr\u00ean c\u00f2n cho th\u1ea5y th\u1ebf h\u1ec7 tr\u1ebb s\u1eb5n s\u00e0ng tr\u1ea3 gi\u00e1 cao cho c\u1ea3 h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5, cho th\u1ea5y r\u1eb1ng xu h\u01b0\u1edbng \u201ccao c\u1ea5p h\u00f3a\u201d s\u1ebd ti\u1ebfp t\u1ee5c.<\/p>\n

Trong cu\u1ed9c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/a> n\u00e0y, ch\u1ec9 h\u01a1n m\u1ed9t n\u1eeda nh\u1eefng ng\u01b0\u1eddi th\u1ebf h\u1ec7 Millennials cho bi\u1ebft r\u1eb1ng h\u1ecd kh\u00f4ng ng\u1ea1i tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng s\u1ebd t\u1ed3n t\u1ea1i trong nhi\u1ec1u n\u0103m. Ngay c\u1ea3 \u0111\u1ed1i v\u1edbi nh\u1eefng ng\u01b0\u1eddi thu\u1ed9c th\u1ebf h\u1ec7 Millennials c\u00f3 \u00fd th\u1ee9c v\u1ec1 gi\u00e1 tr\u1ecb trong ng\u00e2n s\u00e1ch, m\u1ed9t ph\u1ea7n ba th\u1eeba nh\u1eadn r\u1eb1ng h\u1ecd chi ti\u00eau nhi\u1ec1u h\u01a1n m\u1ee9c c\u1ea7n thi\u1ebft, so v\u1edbi 29% cho th\u1ebf h\u1ec7 Xers v\u00e0 14% th\u1ebf h\u1ec7 baby boomers.<\/p>\n

S\u1ef1 s\u1eb5n s\u00e0ng chi tr\u1ea3 (cho ch\u1ea5t l\u01b0\u1ee3ng – quality) n\u00e0y tr\u1ea3i r\u1ed9ng tr\u00ean nhi\u1ec1u danh m\u1ee5c s\u1ea3n ph\u1ea9m, \u0111\u1eb7c bi\u1ec7t l\u00e0 th\u1ef1c ph\u1ea9m v\u00e0 \u0111\u1ed3 u\u1ed1ng t\u1ea1i nh\u00e0, n\u01a1i m\u1ed9t n\u1eeda s\u1ed1 th\u1ebf h\u1ec7 tr\u1ebb trong b\u00e1o c\u00e1o ch\u1ec9 ra r\u1eb1ng h\u1ecd lu\u00f4n ho\u1eb7c th\u01b0\u1eddng tr\u1ea3 gi\u00e1 cao.<\/p>\n

C\u00e1c danh m\u1ee5c kh\u00e1c c\u00f3 m\u1ee9c \u0111\u1ed9 s\u1eb5n s\u00e0ng tr\u1ea3 ti\u1ec1n cao h\u01a1n c\u00e1c nh\u00f3m kh\u00e1c bao g\u1ed3m thi\u1ebft b\u1ecb c\u00f4ng ngh\u1ec7 (44%), qu\u1ea7n \u00e1o (39%), gi\u00e0y d\u00e9p (37%) v\u00e0, \u0111\u00e1ng ng\u1ea1c nhi\u00ean l\u00e0 \u00f4 t\u00f4 (31%). Nh\u01b0ng m\u1ee9c \u0111\u1ed9 s\u1eb5n s\u00e0ng chi tr\u1ea3 l\u1ea1i kh\u00e1c nhau theo t\u1eebng ph\u00e2n kh\u00fac.<\/p>\n

Nh\u00f3m YOLO-ers \u0111\u1eb7c bi\u1ec7t s\u1eb5n s\u00e0ng tr\u1ea3 ti\u1ec1n cho c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 \u0111\u1ed9c quy\u1ec1n.Trong khi \u0111\u00f3, nh\u1eefng Explorers s\u1ebd tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c ch\u00ednh x\u00e1c nh\u1eefng g\u00ec h\u1ecd mu\u1ed1n.<\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3 nh\u1eefng ng\u01b0\u1eddi Premium enthusiasts l\u1ea1i \u01b0u ti\u00ean c\u00e1c s\u1ea3n ph\u1ea9m do c\u00e1c c\u00f4ng ty chia s\u1ebb gi\u00e1 tr\u1ecb m\u00e0 nh\u1eefng ng\u01b0\u1eddi n\u00e0y theo \u0111u\u1ed5i.<\/p>\n

C\u00e1c nh\u00e0 marketer s\u1ebd c\u1ea7n nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c marketing kh\u00e1c nhau \u0111\u1ec3 gi\u00e0nh \u0111\u01b0\u1ee3c s\u1ef1 c\u00e2n nh\u1eafc v\u00e0 l\u00f2ng trung th\u00e0nh c\u1ee7a t\u1eebng ph\u00e2n kh\u00fac.<\/p>\n

>> Xem th\u00eam: Kh\u00fac kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u2013 Th\u1ebf h\u1ec7 Z (Gen Z) tr\u01b0\u1edfng th\u00e0nh?<\/a><\/strong><\/p>\n

Millennials chi ti\u00eau cho v\u1eadt ch\u1ea5t, kh\u00f4ng ch\u1ec9 cho tr\u1ea3i nghi\u1ec7m. H\u1ecd chi ti\u00eau nhi\u1ec1u h\u01a1n c\u00e1c th\u1ebf h\u1ec7 c\u0169 cho tr\u1ea3i nghi\u1ec7m \u2014 v\u00ed d\u1ee5, nh\u1eefng ng\u01b0\u1eddi thu\u1ed9c th\u1ebf h\u1ec7 Millennials chia s\u1ebb chi ti\u00eau trung b\u00ecnh $164\/th\u00e1ng cho ho\u1ea1t \u0111\u1ed9ng gi\u1ea3i tr\u00ed so v\u1edbi $101l\/th\u00e1ng c\u1ee7a th\u1ebf h\u1ec7 Xers v\u00e0 $134\/th\u00e1ng c\u1ee7a th\u1ebf h\u1ec7 Baby Boomers.<\/p>\n

Nh\u00f3m th\u1ebf h\u1ec7 n\u00e0y s\u1eb5n s\u00e0ng gi\u1ea3m t\u1ea3i chi ti\u00eau v\u00e0o c\u00e1c c\u1ee7a c\u1ea3i v\u1eadt ch\u1ea5t kh\u00e1c \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng tr\u1ea3i nghi\u1ec7m \u0111\u00e1ng nh\u1edb. Gi\u1ed1ng nh\u01b0 th\u1ebf h\u1ec7 millennials s\u1eb5n s\u00e0ng tr\u1ea3 gi\u00e1 cao cho ch\u1ea5t l\u01b0\u1ee3ng, nh\u00f3m n\u00e0y \u0111ang v\u01b0\u1ee3t qua c\u00e1c th\u1ebf h\u1ec7 kh\u00e1c tr\u00ean m\u1ed9t s\u1ed1 danh m\u1ee5c s\u1ea3n ph\u1ea9m ch\u00ednh, \u0111\u1eb7c bi\u1ec7t l\u00e0 qu\u1ea7n \u00e1o v\u00e0 gi\u00e0y d\u00e9p. Millennials s\u1eb5n s\u00e0ng chi $524\/n\u0103m cho qu\u1ea7n \u00e1o so v\u1edbi $355 c\u1ee7a th\u1ebf h\u1ec7 Xers v\u00e0 $439 c\u1ee7a th\u1ebf h\u1ec7 Baby boomers. \u0110\u1ed1i v\u1edbi gi\u00e0y d\u00e9p, nh\u1eefng con s\u1ed1 \u0111\u00f3 l\u1ea7n l\u01b0\u1ee3t l\u00e0 $ 264, $ 185 v\u00e0 $ 134 (H\u00ecnh 2).<\/p>\n

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Nh\u00ecn chung, th\u1ebf h\u1ec7 millennials c\u0169ng \u0111ang chi ti\u00eau m\u1ed9t trong hai nh\u00f3m th\u1ebf h\u1ec7 X v\u00e0 baby-boomer cho c\u00e1c danh m\u1ee5c m\u00e0 d\u1ef1 ki\u1ebfn \u200b\u200bs\u1ebd th\u1ea5y m\u1ee9c t\u0103ng tr\u01b0\u1edfng t\u1eeb trung b\u00ecnh \u0111\u1ebfn cao (H\u00ecnh 3). C\u00e1c c\u00f4ng ty h\u01b0\u1edbng t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00ean \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u1ecd c\u00f3 v\u1ecb tr\u00ed t\u1ed1t \u0111\u1ec3 n\u1eafm b\u1eaft s\u1ef1 t\u0103ng tr\u01b0\u1edfng t\u1eeb c\u00e1c danh m\u1ee5c m\u00e0 th\u1ebf h\u1ec7 tr\u1ebb chi ti\u00eau nhi\u1ec1u h\u01a1n nh\u1eefng ng\u01b0\u1eddi kh\u00e1c. H\u1ecd c\u0169ng c\u00f3 th\u1ec3 c\u1ea7n ph\u1ea3i thuy\u1ebft ph\u1ee5c kh\u00e1ch h\u00e0ng h\u00e0ng n\u0103m tu\u1ed5i c\u1ee7a m\u00ecnh chi ti\u00eau v\u00e0o c\u00e1c danh m\u1ee5c kh\u00e1c \u0111\u1ec3 th\u1ef1c hi\u1ec7n nguy\u1ec7n v\u1ecdng ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i c\u1ee7a h\u1ecd.<\/p>\n

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Ph\u00e2n kh\u00fac Millennial c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t r\u00f5 r\u1ec7t v\u1ec1 s\u1edf th\u00edch c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m t\u1ed1t cho s\u1ee9c kh\u1ecfe.\u00a0Kh\u00f4ng ph\u1ea3i m\u1ecdi th\u1ebf k\u1ef7 \u0111\u1ec1u c\u00f3 \u00fd th\u1ee9c s\u00e2u s\u1eafc v\u1ec1 s\u1ee9c kh\u1ecfe.\u00a0M\u1ed9t s\u1ed1 ph\u00e2n kh\u00fac (nh\u1eefng ng\u01b0\u1eddi trung th\u00e0nh si\u00eang n\u0103ng, nh\u1eefng ng\u01b0\u1eddi \u0111am m\u00ea cao c\u1ea5p, YOLO-ers v\u00e0 showcasers) quan t\u00e2m s\u00e2u s\u1eafc \u0111\u1ebfn s\u1ee9c kh\u1ecfe v\u00e0 s\u1ee9c kh\u1ecfe.\u00a0Tr\u00ean th\u1ef1c t\u1ebf, h\u1ecd quan t\u00e2m s\u00e2u s\u1eafc h\u01a1n nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u1edbn tu\u1ed5i trong c\u00f9ng ph\u00e2n kh\u00fac.\u00a0Nh\u1eefng ng\u01b0\u1eddi thu\u1ed9c th\u1ebf h\u1ec7 thi\u00ean ni\u00ean k\u1ef7 n\u00e0y mu\u1ed1n bi\u1ebft ch\u00ednh x\u00e1c nh\u1eefng g\u00ec c\u00f3 trong th\u1ef1c ph\u1ea9m h\u1ecd \u0103n v\u00e0 th\u00edch c\u00e1c th\u00e0nh ph\u1ea7n h\u1eefu c\u01a1, kh\u00f4ng qua ch\u1ebf bi\u1ebfn.\u00a0Nh\u01b0ng c\u00e1c ph\u00e2n kh\u00fac thi\u00ean ni\u00ean k\u1ef7 kh\u00e1c (ng\u01b0\u1eddi ti\u1ebft ki\u1ec7m, tr\u00e1nh r\u1ee7i ro v\u00e0 ng\u01b0\u1eddi kh\u00e1m ph\u00e1) th\u1ea5y th\u1ef1c ph\u1ea9m ch\u1ebf bi\u1ebfn v\u00e0 c\u00e1c th\u00e0nh ph\u1ea7n v\u00f4 c\u01a1 kh\u00e1 \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn.\u00a0Ch\u00fang t\u00f4i d\u1ef1 \u0111o\u00e1n s\u1ebd c\u00f3 nhi\u1ec1u s\u1ef1 ph\u00e1t tri\u1ec3n \u1edf c\u00e1c nh\u00f3m t\u1ed1t h\u01a1n cho b\u1ea1n v\u00e0 l\u00e0nh m\u1ea1nh, nh\u01b0ng s\u1ef1 t\u0103ng tr\u01b0\u1edfng n\u00e0y \u0111\u1ebfn t\u1eeb m\u1ed9t b\u1ed9 ph\u1eadn th\u1ebf h\u1ec7 tr\u1ebb v\u00e0 \u1ea3nh h\u01b0\u1edfng c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi cha m\u1eb9 v\u00e0 con c\u00e1i c\u1ee7a h\u1ecd.<\/p>\n

>> Xem th\u00eam: [B\u00c1O C\u00c1O] Kh\u00e1m ph\u00e1 \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 l\u1ed1i s\u1ed1ng th\u1ebf h\u1ec7 Alpha \u2013 Download PDF<\/a><\/strong><\/p>\n

\u1ea2nh h\u01b0\u1edfng \u0111\u1ebfn th\u1ebf h\u1ec7 millennials<\/h2>\n

Millennials l\u00e0 nh\u1eefng ng\u01b0\u1eddi mua chu \u0111\u00e1o.\u00a0H\u1ecd xem x\u00e9t (v\u00e0 c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y) r\u1ea5t nhi\u1ec1u th\u00f4ng tin tr\u01b0\u1edbc khi \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng.\u00a0H\u01a1n m\u1ed9t n\u1eeda th\u1ebf h\u1ec7 millennials n\u00f3i r\u1eb1ng h\u1ecd \u201ch\u1ea7u nh\u01b0 lu\u00f4n nghi\u00ean c\u1ee9u tr\u01b0\u1edbc khi mua\u201d, con s\u1ed1 n\u00e0y cao h\u01a1n h\u1eb3n so v\u1edbi c\u00e1c nh\u00f3m thu\u1ea7n t\u1eadp kh\u00e1c.\u00a0Tuy nhi\u00ean, th\u1ebf h\u1ec7 millennials \u00edt b\u1ecb thuy\u1ebft ph\u1ee5c h\u01a1n c\u00e1c th\u1ebf h\u1ec7 c\u0169 b\u1eb1ng c\u00e1ch marketing theo h\u01b0\u1edbng th\u01b0\u01a1ng hi\u1ec7u.\u00a0H\u1ecd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng d\u1ef1a v\u00e0o c\u00e1c \u0111\u1ec1 xu\u1ea5t v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m thu \u0111\u01b0\u1ee3c qua truy\u1ec1n mi\u1ec7ng, \u0111\u00e1nh gi\u00e1 tr\u1ef1c tuy\u1ebfn v\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i.\u00a0G\u1ea7n m\u1ed9t n\u1eeda nh\u1eadn \u0111\u01b0\u1ee3c ph\u1ea7n l\u1edbn ngu\u1ed3n c\u1ea3m h\u1ee9ng may m\u1eb7c c\u1ee7a h\u1ecd t\u1eeb m\u1ea1ng x\u00e3 h\u1ed9i (so v\u1edbi 28% \u1edf Gen Xers v\u00e0 7% \u0111\u1ed1i v\u1edbi nh\u1eefng \u0111\u1ee9a tr\u1ebb b\u00f9ng n\u1ed5).\u00a0Millennials c\u0169ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng chia s\u1ebb \u00fd ki\u1ebfn \u200b\u200bc\u1ee7a h\u1ecd v\u1ec1 c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u, c\u1ea3 tr\u1ef1c tuy\u1ebfn v\u00e0 ngo\u1ea1i tuy\u1ebfn.\u00a0M\u1ed9t khi th\u1ebf h\u1ec7 millennials c\u00f3 con, h\u1ecd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng \u1ee7ng h\u1ed9 c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u tr\u1ef1c tuy\u1ebfn h\u01a1n.<\/p>\n

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C\u00e1c c\u00f4ng ty h\u01b0\u1edbng t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u1ea3i th\u00edch nghi v\u1edbi vi\u1ec7c \u00edt ki\u1ec3m so\u00e1t tr\u1ef1c ti\u1ebfp h\u01a1n th\u00f4ng tin m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn \u0111\u01b0\u1ee3c v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd.\u00a0T\u1eadn d\u1ee5ng c\u00e1c ch\u1ebf \u0111\u1ed9 kh\u00e1c nhau trong h\u00e0nh tr\u00ecnh quy\u1ebft \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 khai th\u00e1c c\u00e1c bi\u1ec7n ph\u00e1p \u1ee7ng h\u1ed9 kh\u00e1ch h\u00e0ng l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft.\u00a0V\u00ed d\u1ee5, th\u1ebf h\u1ec7 millennials g\u1ed1c T\u00e2y Ban Nha x\u00e1c \u0111\u1ecbnh nhi\u1ec1u h\u01a1n v\u1ec1 th\u1ebf h\u1ec7 h\u01a1n l\u00e0 s\u1eafc t\u1ed9c.\u00a0\u0110\u1ec3 hi\u1ec3u t\u1ea7m quan tr\u1ecdng t\u01b0\u01a1ng \u0111\u1ed1i c\u1ee7a th\u1ebf h\u1ec7 v\u00e0 d\u00e2n t\u1ed9c trong th\u00e1i \u0111\u1ed9 v\u00e0 h\u00e0nh vi c\u1ee7a th\u1ebf h\u1ec7 tr\u1ebb g\u1ed1c T\u00e2y Ban Nha, ch\u00fang t\u00f4i \u0111\u00e3 so s\u00e1nh c\u00e2u tr\u1ea3 l\u1eddi kh\u1ea3o s\u00e1t c\u1ee7a h\u1ecd v\u1edbi c\u00e2u tr\u1ea3 l\u1eddi kh\u1ea3o s\u00e1t c\u1ee7a nh\u1eefng ng\u01b0\u1eddi thu\u1ed9c th\u1ebf h\u1ec7 thi\u00ean ni\u00ean k\u1ef7 kh\u00f4ng ph\u1ea3i g\u1ed1c T\u00e2y Ban Nha v\u00e0 ng\u01b0\u1eddi g\u1ed1c T\u00e2y Ban Nha Gen X v\u00e0 nh\u1eefng \u0111\u1ee9a tr\u1ebb b\u00f9ng n\u1ed5 trong c\u00f9ng ph\u00e2n kh\u00fac.\u00a0Nh\u1eefng g\u00ec ch\u00fang t\u00f4i nh\u1eadn th\u1ea5y l\u00e0 c\u00f3 m\u1ed1i t\u01b0\u01a1ng quan m\u1ea1nh m\u1ebd h\u01a1n v\u1ec1 th\u1ebf h\u1ec7 so v\u1edbi s\u1eafc t\u1ed9c gi\u1eefa nh\u1eefng ng\u01b0\u1eddi thu\u1ed9c th\u1ebf h\u1ec7 tr\u1ebb g\u1ed1c T\u00e2y Ban Nha \u1edf t\u1ea5t c\u1ea3 b\u1ea3y ph\u00e2n \u0111o\u1ea1n (H\u00ecnh 4).\u00a0C\u00f3 m\u1ed9t s\u1ef1 kh\u00e1c bi\u1ec7t r\u00f5 r\u1ec7t gi\u1eefa nam v\u00e0 n\u1eef th\u1ebf k\u1ef7 g\u1ed1c T\u00e2y Ban Nha,\u00a0\u0111\u1eb7c bi\u1ec7t l\u00e0 xung quanh \u0111\u1ecba \u0111i\u1ec3m v\u00e0 c\u00e1ch h\u1ecd th\u00edch tung t\u00f3e.\u00a0\u0110i\u1ec1u n\u00e0y cho th\u1ea5y r\u1eb1ng c\u00f3 nhi\u1ec1u l\u1ee3i \u00edch h\u01a1n trong vi\u1ec7c nh\u1eafm m\u1ee5c ti\u00eau nh\u1eefng ng\u01b0\u1eddi g\u1ed1c T\u00e2y Ban Nha c\u0169 v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ed9c \u0111\u00e1o h\u01a1n v\u00e0 xem x\u00e9t ph\u00e2n kh\u00fac th\u1ebf h\u1ec7 tr\u1ebb h\u01a1n l\u00e0 t\u1eadp trung v\u00e0o ph\u00e2n kh\u00fac d\u1ef1a tr\u00ean nh\u00e2n kh\u1ea9u h\u1ecdc h\u1eb9p h\u01a1n.<\/p>\n

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\u00dd ngh\u0129a \u0111\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ty ti\u00eau d\u00f9ng v\u00e0 c\u00f4ng ty \u0111\u1ea7u t\u01b0<\/h2>\n

Khi c\u00e1c c\u00f4ng ty ti\u00eau d\u00f9ng v\u00e0 c\u00f4ng ty \u0111\u1ea7u t\u01b0 xem x\u00e9t c\u00e1c c\u01a1 h\u1ed9i t\u0103ng tr\u01b0\u1edfng n\u00ean quan t\u00e2m \u0111\u1ebfn nh\u00f3m kh\u00e1ch h\u00e0ng th\u1ebf h\u1ec7 Millennials n\u00e0y nhi\u1ec1u h\u01a1n n\u1eefa. \u0110\u00e2y s\u1ebd tr\u1edf th\u00e0nh nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng th\u1ef1c s\u1ef1, s\u1ebd t\u0103ng \u0111\u00e1ng k\u1ec3 trong khi th\u1eddi gian \u0111\u1ea7u t\u01b0 t\u01b0\u01a1ng \u0111\u1ed1i ng\u1eafn. \u0110\u1ec3 \u0111\u1ea1t c\u00f3 \u0111\u01b0\u1ee3c s\u1ef1 tin d\u00f9ng c\u1ee7a nh\u00f3m th\u1ebf h\u1ec7 Millennials \u0111\u00f2i h\u1ecfi c\u00e1c doanh nghi\u1ec7p ph\u1ea3i c\u00f3 nh\u1eefng kh\u1ea3 n\u0103ng kh\u00e1c nhau. C\u00e1c nh\u00e0 marketer, nh\u00e0 khai th\u00e1c v\u00e0 doanh nghi\u1ec7p c\u1ea7n th\u1ef1c hi\u1ec7n c\u00e1c b\u01b0\u1edbc sau: (1) th\u00e2m nh\u1eadp v\u00e0o \u0111\u00fang ph\u00e2n kh\u00fac; (2) t\u00ecm hi\u1ec3u nh\u1eefng h\u00e0nh vi, y\u1ebfu t\u1ed1 th\u00fac \u0111\u1ea9y ho chi ti\u00eau (khai th\u00e1c c\u00e1c kh\u00eda c\u1ea1nh v\u1ec1 pain points<\/a> and insight kh\u00e1ch h\u00e0ng<\/a>,…); (3) l\u00ean k\u1ebf ho\u1ea1ch marketing<\/a> v\u00e0 h\u00e0nh \u0111\u1ed9ng theo c\u00e1c chi\u1ebfn l\u01b0\u1ee3c x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh th\u00f4ng qua s\u1ef1 tham gia li\u00ean t\u1ee5c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u00f3m tu\u1ed5i n\u00e0y<\/p>\n

Theo Bo Finneman<\/p>","protected":false},"excerpt":{"rendered":"

N\u0103m 2015, th\u1ebf h\u1ec7 Millennials (th\u1ebf h\u1ec7 Y) \u0111\u00e3 v\u01b0\u1ee3t qua th\u1ebf h\u1ec7 Baby Boomer tr\u1edf th\u00e0nh th\u1ebf h\u1ec7 chi\u1ebfm t\u1ef7 l\u1ec7 l\u1edbn nh\u1ea5t t\u1ea1i M\u1ef9. Kh\u00f4ng ch\u1ec9 t\u1ea1i M\u1ef9, th\u1ebf h\u1ec7 n\u00e0y \u0111ang \u0111\u01b0\u1ee3c c\u00e1c c\u00f4ng ty ti\u00eau d\u00f9ng v\u00e0 c\u00f4ng ty tr\u00ean to\u00e0n th\u1ebf gi\u1edbi \u0111\u1ea7u t\u01b0 h\u01b0\u1edbng t\u1edbi t\u01b0\u01a1ng lai v\u1ec1 ti\u1ec1m […]<\/p>","protected":false},"author":4,"featured_media":11819,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[663,128,74,125],"tags":[656,651],"class_list":["post-11812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bao-cao-thi-truong","category-chia-se-kien-thuc","category-blog","category-viet-nam-insights","tag-insights-khach-hang","tag-nghien-cuu-thi-truong-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11812","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=11812"}],"version-history":[{"count":7,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11812\/revisions"}],"predecessor-version":[{"id":11931,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11812\/revisions\/11931"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/11819"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=11812"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=11812"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=11812"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}