{"id":11899,"date":"2020-09-13T12:26:51","date_gmt":"2020-09-13T05:26:51","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=11899"},"modified":"2020-10-26T10:20:52","modified_gmt":"2020-10-26T03:20:52","slug":"the-he-z-gen-z-tiem-nang","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/the-he-z-gen-z-tiem-nang\/","title":{"rendered":"Kh\u00fac kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng – Th\u1ebf h\u1ec7 Z (Gen Z) tr\u01b0\u1edfng th\u00e0nh?"},"content":{"rendered":"

Doanh nghi\u1ec7p b\u1ea1n \u0111\u00e3 s\u1eb5n s\u00e0ng th\u1ecfa m\u00e3n v\u00e0 l\u00e0m h\u00e0i l\u00f2ng nh\u00f3m kh\u00e1ch h\u00e0ng “kh\u00f3 t\u00ednh” m\u1edbi – Th\u1ebf h\u1ec7 Z<\/a> n\u00e0y ch\u01b0a?<\/p>\n

Nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y gi\u1edd \u0111\u00e2y \u0111\u00e3 tr\u01b0\u1edfng th\u00e0nh h\u1ecd c\u00f3 nh\u1eefng thu nh\u1eadp nh\u1ea5t \u0111\u1ecbnh v\u00e0 \u0111\u1ed9c l\u1eadp trong vi\u1ec7c chi ti\u00eau v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c. M\u1ed9t \u0111i\u1ec1u quan tr\u1ecdng \u0111\u00f3 l\u00e0 h\u1ecd \u0111ang c\u00f3 s\u1ef1 gia t\u0103ng v\u00e0 ph\u00e1t tri\u1ec3n v\u1ec1 m\u1eb7t nh\u00e2n kh\u1ea9u h\u1ecdc n\u1ed5i b\u1eadt h\u01a1n: v\u00e0o n\u0103m 2025, th\u1ebf h\u1ec7 Z s\u1ebd chi\u1ebfm c\u00f9ng m\u1ed9t t\u1ef7 l\u1ec7 d\u00e2n s\u1ed1 ch\u00e2u \u00c1 (25%) nh\u01b0 th\u1ebf h\u1ec7 Millennials <\/a>(sinh n\u0103m 1980 \u0111\u1ebfn 1995).<\/p>\n

T\u1ed5ng quan v\u1ec1 th\u1ebf h\u1ec7 Z<\/h2>\n

\u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 Th\u1ebf h\u1ec7 Z, Mckinsey \u0111\u00e3 ti\u1ebfn h\u00e0nh m\u1ed9t cuocj kh\u1ea3o s\u00e1t h\u01a1n 16.000 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean s\u00e1u qu\u1ed1c gia \u2014 \u00dac, Trung Qu\u1ed1c, Indonesia, Nh\u1eadt B\u1ea3n, H\u00e0n Qu\u1ed1c v\u00e0 Th\u00e1i Lan. Trong kh\u1ea3o s\u00e1t n\u00e0y, h\u1ecd \u0111\u00e3 kh\u1ea3o s\u00e1t c\u1ea3 ba th\u1ebf h\u1ec7: Th\u1ebf h\u1ec7 Z, th\u1ebf h\u1ec7 millennials v\u00e0 Th\u1ebf h\u1ec7 X (sinh t\u1eeb 1965 \u0111\u1ebfn 1979). Tr\u00ean c\u01a1 s\u1edf nghi\u00ean c\u1ee9u n\u00e0y, h\u1ecd nh\u1eadn th\u1ea5y r\u1eb1ng Gen Zers v\u00e0 th\u1ebf h\u1ec7 millennials c\u00f3 nhi\u1ec1u \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng trong c\u00e1ch h\u1ecd suy ngh\u0129 v\u00e0 mua s\u1eafm. V\u00ed d\u1ee5, trong c\u1ea3 hai nh\u00f3m, y\u1ebfu t\u1ed1 c\u00e1 nh\u00e2n h\u00f3a (customization) \u0111ang tr\u1edf th\u00e0nh m\u1ed9t k\u1ef3 v\u1ecdng, kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn s\u1eb5n c\u00f3.<\/p>\n

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Nh\u01b0ng c\u0169ng c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c nh\u00f3m, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong c\u00e1c h\u00e0nh vi k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a h\u1ecd. Th\u1ebf h\u1ec7 Z l\u00e0 nh\u1eefng con ng\u01b0\u1eddi sinh ra v\u00e0 l\u1edbn l\u00ean trong th\u1eddi k\u1ef3 k\u1ef9 thu\u1eadt s\u1ed1; h\u1ecd \u0111\u00e3 l\u1edbn l\u00ean v\u1edbi kh\u1ea3 n\u0103ng truy c\u1eadp t\u1ee9c th\u00ec v\u00e0o t\u1ea5t c\u1ea3 c\u00e1c lo\u1ea1i th\u00f4ng tin. V\u00e0 h\u1ecd lu\u00f4n k\u1ebft n\u1ed1i: m\u1ed9t ph\u1ea7n ba nh\u00f3m th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t d\u00e0nh \u0111\u1ebfn 6 gi\u1edd ho\u1eb7c h\u01a1n m\u1ed7i ng\u00e0y \u0111\u1ec3 s\u1eed d\u1ee5ng \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh,\u00a0 trong khi \u0111\u00f3 ch\u1ec9 c\u00f3 22% \u0111\u1ed1i v\u1edbi th\u1ebf h\u1ec7 millennials. Th\u1ebf h\u1ec7 Z c\u0169ng d\u00e0nh nhi\u1ec1u th\u1eddi gian tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i (social media)\u00a0 h\u01a1n b\u1ea5t k\u1ef3 nh\u00f3m tu\u1ed5i n\u00e0o kh\u00e1c \u1edf ch\u00e2u \u00c1 v\u00e0 h\u1ecd c\u1ea9n th\u1eadn h\u01a1n v\u1ec1 c\u00e1ch h\u1ecd s\u1eed d\u1ee5ng: 36% ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi thu\u1ed9c Th\u1ebf h\u1ec7 Z n\u00f3i r\u1eb1ng h\u1ecd \u201cs\u1eafp x\u1ebfp c\u1ea9n th\u1eadn\u201d s\u1ef1 hi\u1ec7n di\u1ec7n tr\u1ef1c tuy\u1ebfn c\u1ee7a m\u00ecnh, so v\u1edbi 31% th\u1ebf h\u1ec7 millennials. Th\u1ebf h\u1ec7 Z c\u0169ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng theo d\u00f5i c\u00e1c th\u01b0\u01a1ng hi\u1ec7u y\u00eau th\u00edch c\u1ee7a h\u1ecd v\u00e0 s\u1eed d\u1ee5ng c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 video khi \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 th\u1eddi trang.<\/p>\n

>> Xem th\u00eam:\u00a0Insight kh\u00e1ch h\u00e0ng ng\u00e0nh l\u00e0m \u0111\u1eb9p, th\u1ea9m m\u1ef9 v\u00e0 spa<\/a><\/p>\n

C\u00f3 l\u1ebd v\u00ec th\u1ebf h\u1ec7 Z v\u1eabn c\u00f2n r\u1ea5t tr\u1ebb n\u00ean \u1edf nh\u00f3m tu\u1ed5i n\u00e0y di\u1ec5n ra nhi\u1ec1u s\u1ef1 m\u00e2u thu\u1eabn. V\u00ed d\u1ee5, h\u1ecd th\u00edch c\u00e1 nh\u00e2n h\u00f3a, nh\u01b0ng ch\u1ec9 kho\u1ea3ng m\u1ed9t ph\u1ea7n ba s\u1eb5n s\u00e0ng cung c\u1ea5p lo\u1ea1i d\u1eef li\u1ec7u c\u1ea7n thi\u1ebft \u0111\u1ec3 cung c\u1ea5p. H\u1ecd n\u00f3i r\u1eb1ng h\u1ecd th\u00edch c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ea1o \u0111\u1ee9c h\u01a1n, nh\u01b0ng ch\u1ec9 m\u1ed9t thi\u1ec3u s\u1ed1 s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho ch\u00fang.<\/p>\n

T\u1ea5t nhi\u00ean, \u0111\u00e2y l\u00e0 nh\u1eefng kh\u00e1i qu\u00e1t r\u1ea5t r\u1ed9ng v\u00e0 c\u00f3 nh\u1eefng kh\u00e1i qu\u00e1t chi ti\u1ebft h\u01a1n cho t\u1eebng kh\u00fac kh\u00e1ch h\u00e0ng trong th\u1ebf h\u1ec7 Z. C\u1ee5 th\u1ec3 c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh s\u00e1u ph\u00e2n kh\u00fac Th\u1ebf h\u1ec7 Z chung cho t\u1ea5t c\u1ea3 s\u00e1u qu\u1ed1c gia \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t nh\u01b0 h\u00ecnh d\u01b0\u1edbi:<\/p>\n

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L\u01b0u \u00fd d\u00e0nh cho marketer v\u1edbi th\u1ebf h\u1ec7 Z<\/strong><\/h2>\n