Th\u1ebf h\u1ec7 Z<\/h2>\n
Th\u1ebf h\u1ec7 Z (sinh n\u0103m 1996\u20132012)\u00a0\u0111ang trong qu\u00e1 tr\u00ecnh tr\u01b0\u1edfng th\u00e0nh.\u00a0\u0110\u1ebfn n\u0103m 2025, nh\u00f3m kh\u00e1ch h\u00e0ng ti\u00eau d\u00f9ng tr\u1ebb n\u00e0y s\u1ebd chi\u1ebfm \u0111\u1ebfn \u00bc d\u00e2n s\u1ed1 c\u1ee7a khu v\u1ef1c Ch\u00e2u \u00c1 – Th\u00e1i B\u00ecnh D\u01b0\u01a1ng (APAC) \u2014 t\u01b0\u01a1ng \u0111\u01b0\u01a1ng v\u1edbi s\u1ed1 l\u01b0\u1ee3ng d\u00e2n s\u1ed1 th\u1ebf h\u1ec7 millennials (Th\u1ebf h\u1ec7 Y – sinh n\u0103m 1980\u20131995).\u00a0V\u00e0 khi Th\u1ebf h\u1ec7 Z tr\u01b0\u1edfng th\u00e0nh, h\u1ecd s\u1ebd ki\u1ebfm v\u00e0 ti\u00eau nhi\u1ec1u ti\u1ec1n h\u01a1n.\u00a0M\u1eb7c d\u00f9 Th\u1ebf h\u1ec7 Z c\u00f3 nhi\u1ec1u ph\u1ea9m ch\u1ea5t v\u1edbi th\u1ebf h\u1ec7 millennials, nh\u01b0ng b\u1ea1n \u0111\u1eebng \u201cng\u00e2y th\u01a1\u201d cho r\u1eb1ng \u0111\u00e2y ch\u1ec9 l\u00e0 th\u1ebf h\u1ec7 tr\u1ebb h\u01a1n th\u1ebf h\u1ec7 Millennials.<\/p>\n
M\u1ed7i th\u1ebf h\u1ec7 l\u1ea1i c\u00f3 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m ri\u00eang bi\u1ec7t!<\/p>\n
C\u00f3 m\u1ed9t \u0111i\u1ec1u, kh\u00f4ng gi\u1ed1ng nh\u01b0 th\u1ebf h\u1ec7 millennials, Th\u1ebf h\u1ec7 Z \u0111ang b\u01b0\u1edbc v\u00e0o tu\u1ed5i tr\u01b0\u1edfng th\u00e0nh trong khi tr\u1ea3i qua COVID – m\u1ed9t \u0111\u1ea1i d\u1ecbch to\u00e0n c\u1ea7u.\u00a0Tuy nhi\u00ean, nh\u00e2n kh\u1ea9u h\u1ecdc v\u1eabn r\u00f5 r\u00e0ng: \u0111\u1ebfn n\u0103m 2025, hai nh\u00f3m ti\u00eau d\u00f9ng n\u00e0y s\u1ebd t\u1ea1o th\u00e0nh m\u1ed9t n\u1eeda d\u00e2n s\u1ed1 ti\u00eau d\u00f9ng APAC.<\/p>\n
Trong n\u1ed7 l\u1ef1c t\u00ecm hi\u1ec3u nh\u1eefng c\u00e1ch th\u1ee9c \u0111\u1eb7c bi\u1ec7t m\u00e0 Th\u1ebf h\u1ec7 Z nghi\u00ean c\u1ee9u, c\u00e2n nh\u1eafc, mua v\u00e0 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, trong n\u1eeda cu\u1ed1i n\u0103m 2019, McKinsey \u0111\u00e3 kh\u1ea3o s\u00e1t h\u01a1n 16.000 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf s\u00e1u qu\u1ed1c gia \u2014 \u00dac, Trung Qu\u1ed1c, Indonesia, Nh\u1eadt B\u1ea3n, H\u00e0n Qu\u1ed1c v\u00e0 Th\u00e1i Lan .1<\/sup>\u00a0Sau \u0111\u00f3, so s\u00e1nh k\u1ebft qu\u1ea3 gi\u1eefa ba th\u1ebf h\u1ec7 \u2014 Th\u1ebf h\u1ec7 Zers, Millennials v\u00e0 Gen Xers (sinh 1965\u20131979).<\/p>\n Cu\u1ed9c kh\u1ea3o s\u00e1t h\u1ecfi nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi v\u1ec1 th\u00e1i \u0111\u1ed9 chung c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, mua s\u1eafm, k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng, c\u0169ng nh\u01b0 c\u00e1ch nh\u00ecn c\u1ee7a h\u1ecd v\u1ec1 th\u1ebf gi\u1edbi. N\u00f3 c\u0169ng \u0111\u01b0a ra nh\u1eefng c\u00e2u h\u1ecfi c\u1ee5 th\u1ec3 v\u1ec1 th\u00f3i quen mua s\u1eafm v\u00e0 nh\u00e3n hi\u1ec7u cho c\u00e1c danh m\u1ee5c \u0111\u00e3 ch\u1ecdn (h\u00ecnh d\u01b0\u1edbi).<\/p>\n <\/p>\n Trong b\u00e0i vi\u1ebft n\u00e0y, ch\u00fang t\u00f4i m\u00f4 t\u1ea3 c\u00e1c xu h\u01b0\u1edbng ti\u00eau d\u00f9ng \u0111ang \u0111\u1ecbnh h\u00ecnh h\u00e0nh vi c\u1ee7a Th\u1ebf h\u1ec7 Zers, s\u00e1u ph\u00e2n kh\u00fac r\u1ed9ng m\u00f4 t\u1ea3 h\u1ecd v\u00e0 c\u00e1ch c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn h\u1ecd.<\/p>\n R\u00f5 r\u00e0ng, c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t l\u1edbn gi\u1eefa s\u00e1u qu\u1ed1c gia \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t v\u1ec1 \u0111\u1eb7c \u0111i\u1ec3m d\u00e2n s\u1ed1 (d\u00e2n s\u1ed1 Nh\u1eadt B\u1ea3n gi\u00e0 \u0111i so v\u1edbi d\u00e2n s\u1ed1 tr\u1ebb trung c\u1ee7a Indonesia), kinh t\u1ebf (GDP b\u00ecnh qu\u00e2n \u0111\u1ea7u ng\u01b0\u1eddi c\u1ee7a Australia g\u1ea5p v\u00e0i l\u1ea7n Th\u00e1i Lan), l\u1ecbch s\u1eed v\u00e0 v\u0103n h\u00f3a,\u2026. Trong c\u00e1c l\u0129nh v\u1ef1c c\u1ee5 th\u1ec3, Trung Qu\u1ed1c cho th\u1ea5y nh\u1eefng xu h\u01b0\u1edbng khi\u1ebfn n\u00f3 tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t. Tuy nhi\u00ean, ch\u00fang ta v\u1eabn c\u00f3 th\u1ec3 \u0111i \u0111\u1ebfn n\u0103m k\u1ebft lu\u1eadn chung v\u1ec1 Th\u1ebf h\u1ec7 Z c\u1ee7a APAC:<\/p>\n >> Xem th\u00eam: \u0110i\u1ec1u h\u01b0\u1edbng h\u00e0nh vi kh\u00e1ch h\u00e0ng mua s\u1eafm cu\u1ed1i n\u0103m 2020<\/a><\/strong><\/p>\n Ng\u00e0y nay, c\u1ea3 3 Th\u1ebf h\u1ec7 X, Th\u1ebf h\u1ec7 Y v\u00e0 Th\u1ebf h\u1ec7 Z \u0111\u1ec1u c\u1ea3m th\u1ea5y tho\u1ea3i m\u00e1i v\u1edbi th\u1ebf gi\u1edbi k\u1ef9 thu\u1eadt s\u1ed1 v\u00e0 quen thu\u1ed9c v\u1edbi vi\u1ec7c s\u1eed d\u1ee5ng n\u00f3 \u0111\u1ec3 h\u1ecdc t\u1eadp, mua s\u1eafm v\u00e0 gi\u1ea3i tr\u00ed. Ngay c\u1ea3 trong b\u1ed1i c\u1ea3nh n\u00e0y, Th\u1ebf h\u1ec7 Z v\u1eabn n\u1ed5i b\u1eadt, \u0111i\u1ec1u \u0111\u00f3 c\u00f3 \u00fd ngh\u0129a: h\u1ecd ch\u01b0a bao gi\u1edd bi\u1ebft \u0111\u1ebfn m\u1ed9t th\u1ebf gi\u1edbi kh\u00f4ng c\u00f3 internet v\u00e0 \u0111\u00e3 l\u1edbn l\u00ean v\u1edbi m\u1ea1ng x\u00e3 h\u1ed9i. Tr\u00ean to\u00e0n khu v\u1ef1c Ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng, g\u1ea7n m\u1ed9t ph\u1ea7n ba Th\u1ebf h\u1ec7 Z d\u00e0nh s\u00e1u gi\u1edd ho\u1eb7c l\u00e2u h\u01a1n m\u1ed9t ng\u00e0y tr\u00ean \u0111i\u1ec7n tho\u1ea1i c\u1ee7a h\u1ecd, m\u1ed9t t\u1ef7 l\u1ec7 cao h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi th\u1ebf h\u1ec7 millennials (22%) v\u00e0 Th\u1ebf h\u1ec7 X (10%).<\/p>\n \u0110\u1eb7c bi\u00eat, t\u1ea1i Indonesia, th\u1ebf h\u1ec7 Z trung b\u00ecnh d\u00e0nh 8,5 gi\u1edd m\u1ed7i ng\u00e0y cho \u0111i\u1ec7n tho\u1ea1i. \u1ede h\u1ea7u h\u1ebft c\u00e1c qu\u1ed1c gia kh\u00e1c, Th\u1ebf h\u1ec7 Z d\u00e0nh nhi\u1ec1u h\u01a1n kho\u1ea3ng hai gi\u1edd m\u1ed7i ng\u00e0y so v\u1edbi Th\u1ebf h\u1ec7 X v\u00e0 nhi\u1ec1u h\u01a1n m\u1ed9t gi\u1edd tr\u00ean \u0111i\u1ec7n tho\u1ea1i so v\u1edbi th\u1ebf h\u1ec7 Y.\u00a0 H\u1ecd c\u0169ng d\u00e0nh nhi\u1ec1u th\u1eddi gian h\u01a1n tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i. \u0110i\u1ec1u \u0111\u00f3 gi\u00fap gi\u1ea3i th\u00edch t\u1ea1i sao 50 \u0111\u1ebfn 60% \u1ea3nh h\u01b0\u1edfng ch\u00ednh trong c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i v\u1edbi Th\u1ebf h\u1ec7 Z \u0111\u1ebfn t\u1eeb c\u00e1c trang m\u1ea1ng x\u00e3 h\u1ed9i v\u00e0 tr\u1ef1c tuy\u1ebfn.<\/p>\n Tuy nhi\u00ean, Th\u1ebf h\u1ec7 Z nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c m\u1eb7t tr\u00e1i c\u1ee7a vi\u1ec7c k\u1ebft n\u1ed1i li\u00ean t\u1ee5c. T\u1ea1i b\u1ed1n trong s\u1ed1 s\u00e1u qu\u1ed1c gia \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t, Th\u1ebf h\u1ec7 Z c\u0169ng l\u00e0 nh\u00f3m chi\u1ebfm t\u1ef7 l\u1ec7 cao nh\u1ea5t cho r\u1eb1ng m\u1ecdi ng\u01b0\u1eddi d\u00e0nh qu\u00e1 nhi\u1ec1u th\u1eddi gian cho \u0111i\u1ec7n tho\u1ea1i v\u00e0 tin r\u1eb1ng c\u00f4ng ngh\u1ec7 c\u1ea3n tr\u1edf c\u00e1c m\u1ed1i quan h\u1ec7 x\u00e3 h\u1ed9i (H\u00ecnh 2). V\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y, th\u1eadt th\u00fa v\u1ecb khi Th\u1ebf h\u1ec7 Z tin t\u01b0\u1edfng gia \u0111\u00ecnh v\u00e0 b\u1ea1n b\u00e8 h\u01a1n b\u1ea5t k\u1ef3 ngu\u1ed3n n\u00e0o kh\u00e1c \u2014 v\u00e0 nhi\u1ec1u h\u01a1n th\u1ebf h\u1ec7 millennials ho\u1eb7c Gen Xers. H\u01a1n m\u1ed9t n\u1eeda Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t – bao g\u1ed3m 75% ng\u01b0\u1eddi Nh\u1eadt B\u1ea3n \u0111\u01b0\u1ee3c h\u1ecfi – n\u00f3i r\u1eb1ng h\u1ecd ngh\u0129 r\u1eb1ng m\u1ecdi ng\u01b0\u1eddi \u0111ang chia s\u1ebb qu\u00e1 m\u1ee9c v\u00e0 49% lo ng\u1ea1i v\u1ec1 vi\u1ec7c s\u1eed d\u1ee5ng d\u1eef li\u1ec7u c\u00e1 nh\u00e2n c\u1ee7a h\u1ecd.<\/p>\n <\/p>\n Tr\u01b0\u1edbc nh\u1eefng lo l\u1eafng \u0111\u00f3 v\u00e0 tr\u00ecnh \u0111\u1ed9 k\u1ef9 thu\u1eadt s\u1ed1 cao c\u1ee7a Th\u1ebf h\u1ec7 Z, kh\u00f4ng c\u00f3 g\u00ec ng\u1ea1c nhi\u00ean khi nhi\u1ec1u Th\u1ebf h\u1ec7 Z ch\u1ee7 \u0111\u1ed9ng qu\u1ea3n l\u00fd danh t\u00ednh tr\u1ef1c tuy\u1ebfn (online identities) c\u1ee7a h\u1ecd. Trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi thu\u1ed9c Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t, 36% cho bi\u1ebft 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% c\u1ee7a th\u1ebf h\u1ec7 millennials (Th\u1ebf h\u1ec7 Y) v\u00e0 24% c\u1ee7a Gen Xers.<\/p>\n >> Xem th\u00eam: Qu\u00e1 tr\u00ecnh v\u00e0 h\u00e0nh vi ra quy\u1ebft \u0111\u1ecbnh mua \u2013 Customer decision process<\/a><\/strong><\/p>\n Th\u1ebf h\u1ec7 Z th\u00edch nghi\u00ean c\u1ee9u th\u00f4ng tin tr\u01b0\u1edbc khi mua s\u1eafm. H\u1ecd \u0111\u1eb7c bi\u1ec7t quan t\u00e2m \u0111\u1ebfn vi\u1ec7c t\u00ecm ki\u1ebfm c\u00e1c giao d\u1ecbch. Th\u1ebf h\u1ec7 Z c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi th\u1ebf h\u1ec7 millennials ho\u1eb7c Gen Xers khi n\u00f3i r\u1eb1ng h\u1ecd lu\u00f4n, ho\u1eb7c h\u1ea7u nh\u01b0 lu\u00f4n lu\u00f4n t\u00ecm ki\u1ebfm c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u1ea3m gi\u00e1. \u1ede \u00dac, 66% nh\u00f3m ng\u01b0\u1eddi th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t n\u00f3i r\u1eb1ng h\u1ecd lu\u00f4n t\u00ecm ki\u1ebfm c\u00e1c kho\u1ea3n gi\u1ea3m gi\u00e1 tr\u01b0\u1edbc khi mua, v\u00e0 \u1edf Trung Qu\u1ed1c, t\u1ef7 l\u1ec7 n\u00e0y l\u00e0 50%; cao h\u01a1n m\u01b0\u1eddi \u0111i\u1ec3m ph\u1ea7n tr\u0103m so v\u1edbi th\u1ebf h\u1ec7 Y. Th\u1ebf h\u1ec7 Z c\u0169ng mu\u1ed1n nh\u1eefng l\u1ee3i \u00edch c\u1ee7a vi\u1ec7c c\u00e1 nh\u00e2n h\u00f3a. Tuy nhi\u00ean, ngo\u1ea1i tr\u1eeb \u1edf Nh\u1eadt B\u1ea3n v\u00e0 H\u00e0n Qu\u1ed1c, h\u1ecd th\u01b0\u1eddng \u00edt s\u1eb5n s\u00e0ng cung c\u1ea5p th\u00f4ng tin c\u00e1 nh\u00e2n cho c\u00e1c nh\u00e0 b\u00e1n l\u1ebb v\u00e0 nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5 h\u01a1n th\u1ebf h\u1ec7 tr\u1ebb.<\/p>\n B\u1edfi v\u00ec Th\u1ebf h\u1ec7 Z c\u00f2n tr\u1ebb v\u00e0 \u00edt c\u00f3 kh\u1ea3 n\u0103ng l\u00e0m vi\u1ec7c to\u00e0n th\u1eddi gian, h\u1ecd th\u01b0\u1eddng c\u00f3 \u00edt ti\u1ec1n \u0111\u1ec3 chi ti\u00eau h\u01a1n so v\u1edbi nh\u1eefng nh\u00f3m tr\u01b0\u1edfng th\u00e0nh h\u01a1n; \u0111i\u1ec1u \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u1eb1ng sau m\u1ed9t s\u1ed1 h\u00e0nh vi s\u0103n l\u00f9ng giao d\u1ecbch c\u1ee7a h\u1ecd. Nh\u01b0ng h\u1ecd kh\u00f4ng s\u1eb5n s\u00e0ng hy sinh ti\u00eau chu\u1ea9n ch\u1ea5t l\u01b0\u1ee3ng cho gi\u00e1 c\u1ea3. T\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m n\u00f3i r\u1eb1ng h\u1ecd \u201cth\u00edch mua c\u00e1c s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n s\u1ebd t\u1ed3n t\u1ea1i su\u1ed1t \u0111\u1eddi\u201d kh\u00e1c bi\u1ec7t r\u1ea5t \u00edt gi\u1eefa Th\u1ebf h\u1ec7 Z v\u00e0 c\u00e1c nh\u00f3m kh\u00e1c \u1edf h\u1ea7u h\u1ebft c\u00e1c qu\u1ed1c gia; 73% c\u1ea3 Th\u1ebf h\u1ec7 Z v\u00e0 th\u1ebf h\u1ec7 millennials \u1edf Trung Qu\u1ed1c \u0111\u1ed3ng \u00fd v\u1edbi \u00fd ki\u1ebfn n\u00e0y.<\/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 Th\u1ebf h\u1ec7 Z c\u0169ng mong \u0111\u1ee3i m\u1ed9t lo\u1ea1t c\u00e1c d\u1ecbch v\u1ee5 v\u00e0 t\u00ednh n\u0103ng, ch\u1eb3ng h\u1ea1n nh\u01b0 c\u00e1 nh\u00e2n h\u00f3a, t\u00f9y ch\u1ec9nh, c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1ed9c quy\u1ec1n ho\u1eb7c gi\u1edbi h\u1ea1n v\u00e0 h\u1ee3p t\u00e1c th\u01b0\u01a1ng hi\u1ec7u<\/strong>. V\u00ed d\u1ee5, \u1edf \u00dac, 61% \u0111\u00e1p vi\u00ean Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t coi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u h\u1ee3p t\u00e1c v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u1eddi th\u01b0\u1ee3ng kh\u00e1c th\u00fa v\u1ecb h\u01a1n; ch\u1ec9 51% th\u1ebf h\u1ec7 millennials l\u00e0m \u0111\u01b0\u1ee3c. T\u00f3m l\u1ea1i, Th\u1ebf h\u1ec7 Z mu\u1ed1n nhi\u1ec1u h\u01a1n v\u1edbi \u00edt h\u01a1n \u2014 khi\u1ebfn h\u1ecd, theo ngh\u0129a \u0111en, tr\u1edf th\u00e0nh nh\u1eefng kh\u00e1ch h\u00e0ng kh\u00f3 t\u00ednh.<\/strong><\/p>\n H\u1ecd th\u00edch nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u th\u1ec3 hi\u1ec7n c\u00e1 t\u00ednh v\u00e0 s\u1ef1 \u0111\u1ed9c \u0111\u00e1o c\u1ee7a h\u1ecd nh\u01b0ng c\u0169ng \u0111\u1ee7 n\u1ed5i ti\u1ebfng \u0111\u1ec3 \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn<\/strong><\/p>\n Trong c\u00e1c th\u01b0\u01a1ng hi\u1ec7u, Th\u1ebf h\u1ec7 Z c\u0169ng mu\u1ed1n c\u00f3 t\u1ea5t c\u1ea3. H\u1ecd c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng h\u01a1n Gen Xer khi n\u00f3i r\u1eb1ng h\u1ecd th\u00edch nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn. Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t t\u00ecm ki\u1ebfm nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn, so v\u1edbi 34% \u1edf Gen Xers. T\u1ea1i Nh\u1eadt B\u1ea3n, 51% Th\u1ebf h\u1ec7 Z (so v\u1edbi 31% Gen Xers) n\u00f3i r\u1eb1ng h\u1ecd th\u00edch nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u ph\u1ed5 bi\u1ebfn h\u01a1n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u00f4ng th\u01b0\u1eddng.<\/p>\n Nh\u01b0ng Th\u1ebf h\u1ec7 Zer c\u0169ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng n\u00f3i r\u1eb1ng h\u1ecd mu\u1ed1n \u201cnh\u1eefng th\u01b0\u01a1ng hi\u1ec7u khi\u1ebfn h\u1ecd tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t\u201d – th\u01b0\u1eddng xuy\u00ean h\u01a1n g\u1ea5p \u0111\u00f4i so v\u1edbi Gen Xers v\u00e0 1,3 \u0111\u1ebfn 1,5 l\u1ea7n so v\u1edbi th\u1ebf h\u1ec7 millennials tr\u00ean kh\u1eafp APAC.\u00a0V\u00ec v\u1eady, \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c Th\u1ebf h\u1ec7 Z s\u1ebd kh\u00f4ng d\u1ec5 d\u00e0ng.\u00a0C\u00e1c th\u01b0\u01a1ng hi\u1ec7u s\u1ebd c\u1ea7n c\u00e2n b\u1eb1ng gi\u1eefa vi\u1ec7c \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 ph\u1ed5 bi\u1ebfn th\u00f4ng qua quy m\u00f4 \u0111\u1ec3 ch\u00fang \u0111\u01b0\u1ee3c c\u00f4ng nh\u1eadn r\u1ed9ng r\u00e3i \u0111\u1ed3ng th\u1eddi duy tr\u00ec c\u1ea3m gi\u00e1c li\u00ean quan v\u00e0 kh\u00e1c bi\u1ec7t k\u1ebft n\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ebb tu\u1ed5i.<\/p>\n Th\u1ebf h\u1ec7 Z xem nhi\u1ec1u ph\u01b0\u01a1ng ti\u1ec7n video h\u01a1n \u0111\u00e1ng k\u1ec3 tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng nh\u01b0 YouTube ho\u1eb7c TikTok so v\u1edbi c\u00e1c nh\u00f3m th\u1ebf h\u1ec7 kh\u00e1c. \u0110i\u1ec1u n\u00e0y \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch h\u1ecd l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m. \u0110a s\u1ed1 Th\u1ebf h\u1ec7 Z \u1edf t\u1ea5t c\u1ea3 s\u00e1u qu\u1ed1c gia \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t v\u00e0 70% n\u00f3i chung, n\u00f3i r\u1eb1ng h\u1ecd \u0111\u00e3 t\u00ecm hi\u1ec3u v\u1ec1 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi th\u00f4ng qua ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (social media) d\u1ef1a tr\u00ean video \u00edt nh\u1ea5t m\u1ed9t l\u1ea7n m\u1ed7i th\u00e1ng. Trong khi \u0111\u00f3. con s\u1ed1 n\u00e0y c\u1ee7a th\u1ebf h\u1ec7 millennials\u00a0 l\u00e0 58% v\u00e0 th\u1ebf h\u1ec7 X l\u00e0 46%, nh\u1eefng ng\u01b0\u1eddi n\u00f3i r\u1eb1ng con s\u1ed1 \u0111\u00f3 th\u1ea5p h\u01a1n nhi\u1ec1u. Video \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn Th\u1ebf h\u1ec7 Z kh\u00f4ng ch\u1ec9 trong nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u m\u00e0 c\u00f2n \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng: \u1edf t\u1ea5t c\u1ea3 s\u00e1u qu\u1ed1c gia, Th\u1ebf h\u1ec7 Z c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng h\u01a1n c\u00e1c nh\u00f3m kh\u00e1c coi video l\u00e0 ba y\u1ebfu t\u1ed1 c\u00f3 \u1ea3nh h\u01b0\u1edfng h\u00e0ng \u0111\u1ea7u (H\u00ecnh 3).<\/p>\n <\/p>\n T\u1ea1i khu v\u1ef1c Ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng, Th\u1ebf h\u1ec7 Z cho bi\u1ebft h\u1ecd quan t\u00e2m \u0111\u1ebfn ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng. C\u0169ng gi\u1ed1ng nh\u01b0 th\u1ebf h\u1ec7 Y, Th\u1ebf h\u1ec7 Z n\u00f3i r\u1eb1ng h\u1ecd th\u00edch c\u00e1c s\u1ea3n ph\u1ea9m th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng, th\u1ef1c ph\u1ea9m h\u1eefu c\u01a1 v\u00e0 th\u1eddi trang c\u00f3 \u0111\u1ea1o \u0111\u1ee9c. V\u00ed d\u1ee5, \u1edf Trung Qu\u1ed1c, 60% Th\u1ebf h\u1ec7 Z v\u00e0 th\u1ebf h\u1ec7 Y \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t n\u00f3i r\u1eb1ng h\u1ecd \u0111ang c\u1ed1 g\u1eafng gi\u1ea3m thi\u1ec3u nh\u1eefng t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c m\u00e0 th\u00f3i quen \u0103n u\u1ed1ng c\u1ee7a h\u1ecd g\u00e2y ra \u0111\u1ed1i v\u1edbi m\u00f4i tr\u01b0\u1eddng; m\u1ed9t n\u1eeda trong s\u1ed1 c\u1ea3 hai nh\u00f3m n\u00f3i r\u1eb1ng h\u1ecd lu\u00f4n t\u00ecm ki\u1ebfm c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 ngu\u1ed3n g\u1ed1c \u0111\u1ecba ph\u01b0\u01a1ng. \u1ede Nh\u1eadt B\u1ea3n, nh\u1eefng th\u00e1i \u0111\u1ed9 \u0111\u00f3 \u0111\u1eb7c bi\u1ec7t r\u00f5 r\u1ec7t; 54% ng\u01b0\u1eddi ti\u00eau d\u00f9ng Th\u1ebf h\u1ec7 Z n\u00f3i r\u1eb1ng h\u1ecd lu\u00f4n t\u00ecm ki\u1ebfm qu\u1ea7n \u00e1o \u0111\u01b0\u1ee3c s\u1ea3n xu\u1ea5t b\u1ec1n v\u1eefng v\u00e0 46% th\u00edch m\u1eb7c qu\u1ea7n \u00e1o \u0111\u00e3 qua s\u1eed d\u1ee5ng \u2014 con s\u1ed1 n\u00e0y cao h\u01a1n nhi\u1ec1u so v\u1edbi th\u1ebf h\u1ec7 Y\u00a0 v\u00e0 X.<\/p>\n M\u1edf r\u1ed9ng ra ngo\u00e0i \u00fd th\u1ee9c v\u1ec1 m\u00f4i tr\u01b0\u1eddng, 60% \u0111\u1ebfn 80% Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t ngh\u0129 r\u1eb1ng c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean \u0111\u01b0\u1ee3c xem x\u00e9t cho c\u00e1c h\u00e0nh \u0111\u1ed9ng c\u1ee7a h\u1ecd. Nh\u01b0ng ch\u1ec9 \u1edf \u00dac, Th\u1ebf h\u1ec7 Z c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng h\u01a1n nh\u1eefng ng\u01b0\u1eddi l\u1edbn tu\u1ed5i c\u1ee7a h\u1ecd khi n\u00f3i r\u1eb1ng h\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 tr\u00e1ch nhi\u1ec7m v\u1edbi m\u00f4i tr\u01b0\u1eddng \u2014 39% \u0111\u1ed1i v\u1edbi Th\u1ebf h\u1ec7 Zer so v\u1edbi 28% \u0111\u1ed1i v\u1edbi th\u1ebf h\u1ec7 millennials v\u00e0 16% \u0111\u1ed1i v\u1edbi Gen Xers (H\u00ecnh 4).<\/p>\n Khi \u0111i s\u00e2u v\u00e0o c\u00e1c \u0111\u1ed9ng c\u01a1 c\u01a1 b\u1ea3n cho nh\u1eefng th\u00e1i \u0111\u1ed9 nh\u01b0 v\u1eady, c\u00f3 m\u1ed9t m\u1ed1i t\u01b0\u01a1ng quan ch\u1eb7t ch\u1ebd gi\u1eefa kh\u00e1t v\u1ecdng ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng v\u00e0 mong mu\u1ed1n \u201ctheo xu h\u01b0\u1edbng\u201d (on trend). Ngo\u00e0i ra, nh\u1eefng ng\u01b0\u1eddi s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho c\u00e1c s\u1ea3n ph\u1ea9m xanh c\u0169ng c\u00f3 xu h\u01b0\u1edbng \u00fd th\u1ee9c h\u01a1n v\u1ec1 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00f3i chung. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y r\u1eb1ng vi\u1ec7c mua v\u00e0 s\u1eed d\u1ee5ng c\u00e1c s\u1ea3n ph\u1ea9m th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 c\u00f3 t\u01b0 duy xanh g\u1eafn li\u1ec1n v\u1edbi \u0111\u1ecba v\u1ecb x\u00e3 h\u1ed9i trong suy ngh\u0129 c\u1ee7a Th\u1ebf h\u1ec7 Z.<\/p>\n Xem th\u00eam: \u0110i\u1ec1u h\u01b0\u1edbng h\u00e0nh vi kh\u00e1ch h\u00e0ng mua s\u1eafm cu\u1ed1i n\u0103m 2020<\/a><\/strong><\/p>\n Gi\u1ea3 thi\u1ebft cho r\u1eb1ng t\u1ea5t c\u1ea3 c\u00e1c Th\u1ebf h\u1ec7 Z l\u00e0 m\u1ed9t nh\u00f3m thu\u1ea7n nh\u1ea5t s\u1ebd l\u00e0 sai. Th\u00f4ng qua ph\u00e2n t\u00edch k\u1ebft qu\u1ea3 kh\u1ea3o s\u00e1t, Mckinsey \u0111\u00e3 x\u00e1c \u0111\u1ecbnh s\u00e1u ph\u00e2n kh\u00fac m\u00f4 t\u1ea3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng Th\u1ebf h\u1ec7 Z \u1edf Ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng (H\u00ecnh 5). C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n hi\u1ec3u r\u00f5 nh\u1eefng ph\u00e2n kh\u00fac n\u00e0y \u0111\u1ec3 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a Th\u1ebf h\u1ec7 Z.<\/p>\n >> Xem chi ti\u1ebft c\u00e1c kh\u00fac kh\u00e1ch h\u00e0ng t\u1ea1i: 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 Brand-conscious followers hay “Nh\u1eefng ng\u01b0\u1eddi theo d\u00f5i c\u00f3 \u00fd th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u” chi\u1ebfm ph\u00e2n kh\u00fac l\u1edbn nh\u1ea5t (24%) trong s\u1ed1 Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t, kho\u1ea3ng m\u1ed9t ph\u1ea7n ba trong s\u1ed1 \u0111\u00f3 \u1edf Trung Qu\u1ed1c v\u00e0 Th\u00e1i Lan v\u00e0 m\u1ed9t ph\u1ea7n t\u01b0 trong s\u1ed1 h\u1ecd \u1edf \u00dac, Indonesia v\u00e0 Nh\u1eadt B\u1ea3n (H\u00e0n Qu\u1ed1c l\u00e0 ngo\u1ea1i l\u1ec7, t\u1ea1i ch\u1ec9 14 ph\u1ea7n tr\u0103m). Nh\u1eefng ng\u01b0\u1eddi theo \u0111u\u1ed5i h\u00e0ng hi\u1ec7u y\u00eau th\u00edch t\u1ea5t c\u1ea3 c\u00e1c lo\u1ea1i nh\u00e3n hi\u1ec7u v\u00e0 h\u1ecd theo s\u00e1t c\u00e1c xu h\u01b0\u1edbng, nh\u01b0ng h\u1ecd kh\u00f4ng nh\u1ea5t thi\u1ebft ph\u1ea3i th\u00edch mua s\u1eafm.<\/p>\n \u1ede Nh\u1eadt B\u1ea3n, m\u1ed9t n\u1eeda trong s\u1ed1 \u0111\u00f3 n\u00f3i r\u1eb1ng h\u1ecd gh\u00e9t mua s\u1eafm qu\u1ea7n \u00e1o, nh\u01b0ng 57% c\u0169ng n\u00f3i r\u1eb1ng \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 h\u1ecd ph\u1ea3i theo xu h\u01b0\u1edbng (on trend). Th\u1ebf h\u1ec7 Z \u1edf Ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng c\u00f3 xu h\u01b0\u1edbng th\u00edch mua h\u00e0ng tr\u1ef1c tuy\u1ebfn h\u01a1n v\u00ec n\u00f3 hi\u1ec7u qu\u1ea3 h\u01a1n. H\u1ecd bi\u1ebft m\u00ecnh mu\u1ed1n g\u00ec v\u00e0 kh\u00f4ng \u0111\u1ea7u t\u01b0 th\u00eam c\u00f4ng s\u1ee9c v\u00e0o vi\u1ec7c t\u00ecm ki\u1ebfm c\u00e1c giao d\u1ecbch t\u1ed1t nh\u1ea5t, v\u1edbi 62% Th\u1ebf h\u1ec7 Z t\u1ea1i Trung Qu\u1ed1c trong ph\u00e2n kh\u00fac n\u00e0y t\u00ecm ki\u1ebfm tr\u1ef1c tuy\u1ebfn l\u00e0 c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 mua s\u1eafm v\u00e0 45% th\u00edch mua s\u1eafm tr\u00ean Taobao ho\u1eb7c Xianyu .<\/p>\n \u0110\u1ed1i v\u1edbi doanh nghi\u1ec7p, Brand-conscious followers \u0111\u00f3ng vai tr\u00f2 r\u1ea5t quan tr\u1ecdng. Kh\u00f4ng ch\u1ec9 c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi trong s\u1ed1 h\u1ecd, m\u00e0 h\u1ecd c\u00f3 xu h\u01b0\u1edbng l\u00e0 nh\u1eefng ng\u01b0\u1eddi d\u1ec5 d\u00e0ng ch\u1ea5p nh\u1eadn c\u00e1c s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 v\u00e0 tr\u1ea3i nghi\u1ec7m m\u1edbi.<\/strong><\/p>\n T\u1ea1i \u00dac, m\u1ed9t ph\u1ea7n ba s\u1ed1 ng\u01b0\u1eddi theo d\u00f5i quan t\u00e2m \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t th\u00edch d\u00f9ng th\u1eed c\u00e1c s\u1ea3n ph\u1ea9m do nh\u1eefng ng\u01b0\u1eddi c\u00f3 \u1ea3nh h\u01b0\u1edfng gi\u1edbi thi\u1ec7u v\u00e0 36% lu\u00f4n theo d\u00f5i c\u00e1c th\u01b0\u01a1ng hi\u1ec7u h\u1ecd y\u00eau th\u00edch tr\u00ean social media. Nh\u01b0ng nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y c\u0169ng l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00f3 gi\u1eef ch\u00e2n nh\u1ea5t. M\u1eb7c d\u00f9 th\u00edch th\u01b0\u01a1ng hi\u1ec7u nh\u01b0ng h\u1ecd kh\u00f4ng \u0111\u1eb7c bi\u1ec7t trung th\u00e0nh v\u1edbi m\u1ed9t v\u00e0i th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t \u0111\u1ecbnh: \u1edf \u00dac v\u00e0 Trung Qu\u1ed1c, brand-conscious followers\u00a0l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u00edt trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u nh\u1ea5t trong c\u1ea3 s\u00e1u ph\u00e2n kh\u00fac ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n >> Xem th\u00eam: \u0110\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u l\u00e0 g\u00ec? C\u00e1c c\u00e1ch x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u hi\u1ec7u qu\u1ea3 nh\u1ea5t<\/a><\/strong><\/p>\n Premium shopaholics\u00a0 – nh\u1eefng ng\u01b0\u1eddi nghi\u1ec7n mua s\u1eafm cao c\u1ea5p (chi\u1ebfm 22% Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t) th\u00edch mua s\u1eafm. H\u1ecd d\u00e0nh th\u1eddi gian \u0111\u1ec3 nghi\u00ean c\u1ee9u v\u00e0 so s\u00e1nh, ch\u1ee7 y\u1ebfu l\u00e0 tr\u1ef1c tuy\u1ebfn, v\u00ec v\u1eady h\u1ecd c\u0169ng c\u00f3 th\u1ec3 mua m\u1ed9t c\u00e1ch t\u1ef1 ph\u00e1t. V\u00ed d\u1ee5, \u1edf H\u00e0n Qu\u1ed1c, m\u1ed9t n\u1eeda ph\u00e2n kh\u00fac nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng tr\u01b0\u1edbc khi mua s\u1eafm; \u0111\u1ed3ng th\u1eddi, 20% \u2014 nhi\u1ec1u h\u01a1n b\u1ea5t k\u1ef3 ph\u00e2n kh\u00fac n\u00e0o kh\u00e1c \u2014 th\u01b0\u1eddng mua h\u00e0ng t\u1ef1 ph\u00e1t. T\u1ea1i Trung Qu\u1ed1c, 53% nh\u1eefng ng\u01b0\u1eddi nghi\u1ec7n mua s\u1eafm cao c\u1ea5p \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua g\u00ec m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean d\u1ef1a tr\u00ean c\u00e1c khuy\u1ebfn ngh\u1ecb m\u00e0 h\u1ecd nh\u1eadn \u0111\u01b0\u1ee3c nh\u01b0 m\u1ed9t ph\u1ea7n c\u1ee7a h\u00e0nh tr\u00ecnh mua s\u1eafm. V\u00ed d\u1ee5, \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c ch\u00ednh x\u00e1c nh\u1eefng g\u00ec h\u1ecd mu\u1ed1n, h\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3 m\u1ed9t kho\u1ea3n ph\u00ed: 2\/3 ng\u01b0\u1eddi Nh\u1eadt B\u1ea3n v\u00e0 75% ng\u01b0\u1eddi nghi\u1ec7n mua s\u1eafm cao c\u1ea5p Trung Qu\u1ed1c mu\u1ed1n \u0111\u1ed5i khi h\u1ecd c\u00f3 \u0111\u1ee7 kh\u1ea3 n\u0103ng.<\/p>\n Ngo\u00e0i ra, nh\u00f3m kh\u00e1ch h\u00e0ng premium shopaholics c\u00f3 \u00fd th\u1ee9c v\u1ec1 c\u00e1ch ti\u00eau d\u00f9ng c\u1ee7a h\u1ecd \u0111\u00f3ng vai tr\u00f2 x\u00e3 h\u1ed9i: h\u1ecd mu\u1ed1n h\u00f2a nh\u1eadp, nh\u01b0ng h\u1ecd c\u0169ng t\u00ecm ki\u1ebfm c\u00e1c th\u01b0\u01a1ng hi\u1ec7u gi\u00fap h\u1ecd n\u1ed5i b\u1eadt trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi xung quanh h\u1ecd. T\u1ea1i Trung Qu\u1ed1c v\u00e0 Nh\u1eadt B\u1ea3n, 61% ph\u00e2n kh\u00fac mu\u1ed1n n\u1ed5i b\u1eadt v\u00e0 65% mu\u1ed1n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi y\u00eau th\u00edch. \u1ede \u00dac, ph\u00e2n kh\u00fac \u00edt c\u00f3 kh\u1ea3 n\u0103ng th\u00edch c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u1ecf h\u01a1n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u1ebfng.<\/p>\n V\u00e0 hi\u1ec3n nhi\u00ean, nh\u00f3m premium shopaholics \u0111ang l\u00e0 nh\u00f3m c\u00f3 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng t\u00edch c\u1ef1c tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i. Mong mu\u1ed1n nh\u1eadn \u0111\u01b0\u1ee3c “l\u01b0\u1ee3t th\u00edch” (Like) tr\u00ean c\u00e1c k\u00eanh social media cao g\u1ea5p \u0111\u1ed1i v\u1edbi v\u1edbi c\u00e1c nh\u00f3m kh\u00e1c. V\u00ed d\u1ee5: \u1edf Trung Qu\u1ed1c, 49% ph\u00e2n kh\u00fac n\u00f3i r\u1eb1ng vi\u1ec7c ki\u1ebfm \u0111\u01b0\u1ee3c l\u01b0\u1ee3t th\u00edch tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i l\u00e0 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi h\u1ecd \u2014 so v\u1edbi m\u1ee9c trung b\u00ecnh 26% \u1edf c\u00e1c ph\u00e2n kh\u00fac kh\u00e1c.<\/p>\n \u0110\u1ed1i v\u1edbi marketer v\u00e0 c\u00e1c nh\u00e0 kinh doanh c\u00e1c th\u01b0\u01a1ng hi\u1ec7u cao c\u1ea5p, \u0111\u00e2y s\u1ebd l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau r\u00f5 r\u00e0ng nh\u1ea5t b\u1edfi v\u00ec premium shopaholics c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng s\u1eb5n s\u00e0ng tr\u1ea3 th\u00eam ti\u1ec1n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec h\u1ecd mu\u1ed1n. \u0110\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a h\u1ecd, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n cung c\u1ea5p m\u1ed9t c\u00e2u chuy\u1ec7n thuy\u1ebft ph\u1ee5c v\u1ec1 l\u00fd do t\u1ea1i sao m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u00e1ng ph\u1ea3i tr\u1ea3 gi\u00e1 cao h\u01a1n. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u1ecf v\u1edbi nh\u1eadn th\u1ee9c h\u1ea1n ch\u1ebf c\u00f3 th\u1ec3 g\u1eb7p kh\u00f3 kh\u0103n v\u1edbi ph\u00e2n kh\u00fac n\u00e0y v\u00ec h\u1ecd kh\u00f4ng mang l\u1ea1i s\u1ef1 c\u00f4ng nh\u1eadn x\u00e3 h\u1ed9i m\u00e0 nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0y mong mu\u1ed1n.<\/p>\n Nh\u01b0 t\u00ean g\u1ecdi c\u1ee7a ph\u00e2n kh\u00fac n\u00e0y cho th\u1ea5y, nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y (20% Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t) th\u00edch nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 tr\u00e1ch nhi\u1ec7m v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 \u0111\u1ea1o \u0111\u1ee9c x\u00e3 h\u1ed9i. T\u1ea1i Indonesia, 62% ng\u01b0\u1eddi thu\u1ed9c ph\u00e2n kh\u00fac n\u00e0y th\u00edch c\u00e1c s\u1ea3n ph\u1ea9m t\u1ef1 nhi\u00ean v\u00e0 h\u1eefu c\u01a1, v\u00e0 76% th\u00edch mua c\u00e1c th\u01b0\u01a1ng hi\u1ec7u th\u00e2n thi\u1ec7n v\u1edbi m\u00f4i tr\u01b0\u1eddng \u2014 cao h\u01a1n 20 % so v\u1edbi c\u00e1c ph\u00e2n kh\u00fac kh\u00e1c.<\/strong> \u1ede t\u1ea5t c\u1ea3 c\u00e1c qu\u1ed1c gia t\u1ea1i Ch\u00e2u \u00c1 – Th\u00e1i B\u00ecnh D\u01b0\u01a1ng \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t, ph\u00e2n kh\u00fac Ethical \u2018confidents\u2019 c\u1ee7a Th\u1ebf h\u1ec7 Z chi\u1ebfm t\u1ef7 l\u1ec7 ph\u1ea7n tr\u0103m cao h\u01a1n so v\u1edbi Th\u1ebf h\u1ec7 X ho\u1eb7c Y.<\/p>\n M\u1ed1i quan h\u1ec7 c\u1ee7a nh\u1eefng ng\u01b0\u1eddi xung \u0111\u1ed9t v\u1ec1 \u0111\u1ea1o \u0111\u1ee9c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u r\u1ea5t linh ho\u1ea1t: h\u1ecd s\u1eb5n s\u00e0ng th\u1eed c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi h\u01a1n v\u00e0 nh\u1ecf h\u01a1n, \u0111\u1ed3ng th\u1eddi h\u1ecdquan t\u00e2m \u0111\u1ebfn t\u00f9y ch\u1ec9nh v\u00e0 c\u00e1 nh\u00e2n h\u00f3a. So v\u1edbi Brand-conscious followers v\u00e0\u00a0Premium shopaholics, h\u1ecd d\u00e0nh \u00edt th\u1eddi gian tr\u1ef1c tuy\u1ebfn h\u01a1n v\u00e0 mua s\u1eafm nhi\u1ec1u h\u01a1n t\u1ea1i c\u00e1c c\u1eeda h\u00e0ng truy\u1ec1n th\u1ed1ng. H\u1ecd t\u1ef1 tin v\u00e0o s\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a m\u00ecnh v\u00e0 kh\u00f4ng d\u1ef1a d\u1eabm v\u00e0o ng\u01b0\u1eddi kh\u00e1c.<\/p>\n Th\u00f4ng qua vi\u1ec7c trao \u0111\u1ed5i, th\u1ea3o lu\u1eadn xung quanh vi\u1ec7c ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng t\u1eeb ng\u01b0\u1eddi ti\u00eau d\u00f9ng (c\u0169ng nh\u01b0 t\u1eeb c\u00e1c c\u01a1 quan qu\u1ea3n l\u00fd v\u00e0 c\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p), ph\u00e2n kh\u00fac n\u00e0y c\u00f3 th\u1ec3 s\u1ebd ph\u00e1t tri\u1ec3n. Nh\u01b0ng c\u00e1c marketer,\u00a0 doanh nghi\u1ec7p n\u00ean bi\u1ebft r\u1eb1ng m\u1eb7c d\u00f9 nh\u00f3m th\u1ebf h\u1ec7 Z n\u00e0y \u1ee7ng h\u1ed9 ti\u00eau d\u00f9ng b\u1ec1n v\u1eefng nh\u01b0ng kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 h\u1ecd s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n cho n\u00f3<\/strong>. T\u1ea1i H\u00e0n Qu\u1ed1c, ch\u1ec9 32% trong ph\u00e2n kh\u00fac n\u00f3i r\u1eb1ng h\u1ecd s\u1ebd l\u00e0m \u0111i\u1ec1u n\u00e0y\/<\/strong><\/p>\n M\u1eb7c d\u00f9 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t trong nh\u1eefng ph\u00e2n kh\u00fac l\u1edbn nh\u1ea5t (15% Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t), nh\u01b0ng nh\u00f3m ph\u00e2n kh\u00fac n\u00e0y v\u1eabn \u0111\u00e1ng \u0111\u01b0\u1ee3c quan t\u00e2m v\u00ec h\u1ecd c\u00f3 m\u1ee9c \u0111\u1ed9 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u cao.<\/strong> V\u00ed d\u1ee5, 80% Value researchers Nh\u1eadt B\u1ea3n lu\u00f4n ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd bi\u1ebft thay v\u00ec m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi. Tuy nhi\u00ean, \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 l\u00f2ng trung th\u00e0nh m\u00f9 qu\u00e1ng v\u00ec ch\u1ec9 m\u1ed9t n\u1eeda g\u1eafn b\u00f3 v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. H\u1ecc lu\u00f4n t\u00ecm ki\u1ebfm \u01b0u \u0111\u00e3i t\u1ed1t nh\u1ea5t, h\u1ecd th\u00edch nghi\u00ean c\u1ee9u v\u00e0 mua h\u00e0ng tr\u1ef1c tuy\u1ebfn, v\u1edbi 90% Th\u1ebf h\u1ec7 Z Nh\u1eadt B\u1ea3n v\u00e0 81% Th\u1ebf h\u1ec7 Z Indonesia lu\u00f4n nghi\u00ean c\u1ee9u th\u00f4ng tin tr\u01b0\u1edbc khi mua.<\/p>\n Value researchers s\u1ebd kh\u00f4ng tr\u1ea3 nhi\u1ec1u h\u01a1n ch\u1ec9 \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u c\u00f3 v\u1ecb th\u1ebf cao h\u01a1n. B\u1edfi v\u00ec h\u1ecd th\u1eadn tr\u1ecdng, h\u1ecd th\u01b0\u1eddng g\u1eafn b\u00f3 v\u1edbi nh\u1eefng g\u00ec h\u1ecd bi\u1ebft. N\u1eafm b\u1eaft \u0111\u01b0\u1ee3c ph\u00e2n kh\u00fac ch\u00ednh l\u00e0 c\u00f3 \u0111\u01b0\u1ee3c c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i v\u00e0 n\u1ed7 l\u1ef1c qu\u1ea3n l\u00fd m\u1ed1i quan h\u1ec7 kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch \u0111\u00fang \u0111\u1eafn. \u0110\u1ed1i v\u1edbi c\u00e1c nh\u00e0 b\u00e1n l\u1ebb, ph\u00e2n kh\u00fac n\u00e0y l\u00e0 m\u1ed9t m\u1ee5c ti\u00eau di \u0111\u1ed9ng kh\u00f3 x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 trung th\u00e0nh v\u1edbi h\u1ecd: Value researchers s\u1ebd mua s\u1eafm \u1edf nhi\u1ec1u c\u1eeda h\u00e0ng \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c \u01b0u \u0111\u00e3i t\u1ed1t nh\u1ea5t cho s\u1ea3n ph\u1ea9m h\u1ecd mu\u1ed1n.<\/p>\n Nh\u1eefng ng\u01b0\u1eddi theo ch\u1ee7 ngh\u0129a tu\u00e2n th\u1ee7 kh\u00f4ng v\u01b0\u1edbng b\u1eadn (8% Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t) kh\u00e1 th\u1ee5 \u0111\u1ed9ng: h\u1ecd kh\u00f4ng quan t\u00e2m nhi\u1ec1u \u0111\u1ebfn vi\u1ec7c ti\u00eau d\u00f9ng hay mua s\u1eafm.\u00a0 H\u1ecd mu\u1ed1n d\u00e0nh c\u00e0ng \u00edt th\u1eddi gian \u0111\u1ec3 mua s\u1eafm c\u00e0ng t\u1ed1t v\u00e0 trong khi h\u00e0i l\u00f2ng khi s\u1eed d\u1ee5ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh gi\u1ea3m gi\u00e1, h\u1ecd s\u1ebd kh\u00f4ng c\u1ed1 g\u1eafng t\u00ecm ki\u1ebfm. Tuy nhi\u00ean, m\u1ed9t khi h\u1ecd t\u00ecm th\u1ea5y th\u1ee9 h\u1ecd th\u00edch, h\u1ecd s\u1ebd c\u00f3 xu h\u01b0\u1edbng g\u1eafn b\u00f3 v\u1edbi n\u00f3.<\/p>\n \u1ede Indonesia, 41% nh\u00f3m Disengaged conformists tin r\u1eb1ng t\u1ea5t c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1u kh\u00e1 gi\u1ed1ng nhau, 53% lu\u00f4n ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u m\u00e0 h\u1ecd bi\u1ebft v\u00e0 47% ch\u1ee7 y\u1ebfu mua s\u1eafm m\u1ed9t c\u00e1ch t\u1ef1 ph\u00e1t – cao nh\u1ea5t trong t\u1ea5t c\u1ea3 c\u00e1c ph\u00e2n kh\u00fac l\u00e0m nh\u01b0 v\u1eady. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 th\u1ec3 mang l\u1ea1i l\u1ee3i th\u1ebf cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn, v\u00ec s\u1ef1 quen thu\u1ed9c c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u s\u1ebd \u0111i xa v\u1edbi ph\u00e2n kh\u00fac. V\u00ec nh\u1eefng ng\u01b0\u1eddi trong nh\u00f3m n\u00e0y kh\u00f4ng t\u00ecm ki\u1ebfm c\u00e1c giao d\u1ecbch ho\u1eb7c s\u1ea3n ph\u1ea9m m\u1edbi, h\u1ecd c\u1ea7n \u0111\u01b0\u1ee3c ti\u1ebfp c\u1eadn v\u1edbi c\u00e1c \u01b0u \u0111\u00e3i v\u00e0 t\u00ednh n\u0103ng s\u1ea3n ph\u1ea9m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a h\u1ecd theo c\u00e1ch c\u00f3 m\u1ee5c ti\u00eau. \u0110\u00e2y c\u0169ng l\u00e0 nh\u00f3m chi\u1ebfm ph\u00e2n kh\u00fac l\u1edbn nh\u1ea5t \u1edf Nh\u1eadt B\u1ea3n (15%) v\u00e0 sau \u0111\u00f3 l\u00e0 \u1edf Trung Qu\u1ed1c, Indonesia v\u00e0 Th\u00e1i Lan.<\/p>\n >> Xem th\u00eam: Tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng l\u00e0 g\u00ec? H\u00e0nh tr\u00ecnh tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/a><\/strong><\/p>\n Nh\u1eefng Th\u1ebf h\u1ec7 Z n\u00e0y (11% Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t) t\u00ecm ki\u1ebfm ch\u1ea5t l\u01b0\u1ee3ng, \u0111\u00f3 l\u00e0 \u0111i\u1ec1u m\u00e0 h\u1ecd t\u1ef1 \u0111\u00e1nh gi\u00e1 \u2014 v\u00e0 s\u1eb5n s\u00e0ng tr\u1ea3 ti\u1ec1n. H\u1ecd kh\u00f4ng cho r\u1eb1ng t\u00ean th\u01b0\u01a1ng hi\u1ec7u l\u00e0 s\u1ef1 \u0111\u1ea3m b\u1ea3o cho c\u00e1c ti\u00eau chu\u1ea9n ch\u1ea5t l\u01b0\u1ee3ng cao. H\u1ecd th\u00edch c\u00e1c nh\u00e3n hi\u1ec7u c\u00f3 tr\u00e1ch nhi\u1ec7m v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 t\u1ef1 nhi\u00ean ho\u1eb7c h\u1eefu c\u01a1 \u2014 nh\u01b0ng nhi\u1ec1u h\u01a1n v\u00ec h\u1ecd coi nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m \u0111\u00f3 l\u00e0 d\u1ea5u hi\u1ec7u nh\u1eadn bi\u1ebft ch\u1ea5t l\u01b0\u1ee3ng cao h\u01a1n l\u00e0 v\u00ec t\u00ednh h\u1ee3p th\u1eddi ho\u1eb7c \u00fd th\u1ee9c v\u1ec1 m\u00f4i tr\u01b0\u1eddng v\u00e0 x\u00e3 h\u1ed9i<\/strong>. \u1ede H\u00e0n Qu\u1ed1c, ch\u1ec9 26% ph\u00e2n kh\u00fac lu\u00f4n ch\u1ecdn m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u thay v\u00ec m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi – con s\u1ed1 th\u1ea5p th\u1ee9 hai trong s\u1ed1 s\u00e1u ph\u00e2n kh\u00fac.<\/p>\n Th\u00f4ng qua cu\u1ed9c nghi\u00ean c\u1ee9u n\u00e0y, Mckinsey \u0111\u00e3 r\u00fat ra \u0111\u01b0\u1ee3c 5 nguy\u00ean t\u1eafc m\u00e0 marketer hay c\u00e1c doanh nghi\u1ec7p n\u00ean ghi nh\u1edb khi h\u1ecd ti\u1ebfp c\u1eadn Th\u1ebf h\u1ec7 Z.<\/p>\n M\u1ed9t ph\u1ea7n \u0111\u00e1ng k\u1ec3 c\u1ee7a Th\u1ebf h\u1ec7 Z \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t coi m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u1edbn l\u00e0 ngu\u1ed3n s\u1ee9c m\u1ea1nh; h\u1ecd c\u00f3 th\u1ec3 li\u00ean k\u1ebft th\u01b0\u01a1ng hi\u1ec7u v\u1edbi ch\u1ea5t l\u01b0\u1ee3ng (\u0111\u1ed1i v\u1edbi ph\u00e2n kh\u00fac premium shopaholics) ho\u1eb7c ch\u1ec9 \u0111\u01a1n gi\u1ea3n coi \u0111\u00f3 l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn d\u1ec5 d\u00e0ng (\u0111\u1ed1i v\u1edbi ph\u00e2n kh\u00fac disengaged conformists). Tr\u00ean to\u00e0n khu v\u1ef1c, Th\u1ebf h\u1ec7 Z c\u00f3 kh\u1ea3 n\u0103ng th\u1eed c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m m\u1edbi cao h\u01a1n 20% so v\u1edbi th\u1ebf h\u1ec7 millennials v\u00e0 h\u1ecd s\u1ebd kh\u00f4ng trung th\u00e0nh v\u1edbi nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ph\u00e2n ph\u1ed1i.<\/p>\n Th\u1ebf h\u1ec7 Z mu\u1ed1n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a, \u0111\u01b0\u1ee3c t\u00f9y ch\u1ec9nh v\u00e0 gi\u00fap h\u1ecd tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t. V\u00ec v\u1eady, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng th\u1ec3 “ng\u1ee7 qu\u00ean tr\u00ean chi\u1ebfn th\u1eafng” m\u00e0 thay v\u00e0o \u0111\u00f3 l\u00e0 h\u00e0nh \u0111\u1ed9ng c\u1ea1nh tranh chi\u1ebfm l\u1ea5y nh\u00f3m kh\u00e1ch h\u00e0ng th\u1ebf h\u1ec7 Z. \u0110\u1ec3 duy tr\u00ec s\u1ef1 ph\u00f9 h\u1ee3p tr\u00ean th\u1ecb tr\u01b0\u1eddng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n t\u1eadn d\u1ee5ng t\u00e0i s\u1ea3n c\u1ee7a m\u00ecnh trong khi \u0111\u1ea7u t\u01b0 v\u00e0o \u0111\u1ed5i m\u1edbi nhanh ch\u00f3ng v\u00e0 li\u00ean t\u1ee5c \u2014 c\u00f3 th\u1ec3 th\u00f4ng qua quan h\u1ec7 \u0111\u1ed1i t\u00e1c v\u00e0 h\u1ee3p t\u00e1c \u2014 “ch\u1ea1y” v\u1edbi t\u1ed1c \u0111\u1ed9 t\u01b0\u01a1ng t\u1ef1 nh\u01b0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u nh\u1ecf h\u01a1n v\u00e0 m\u1edbi h\u01a1n.<\/p>\n Tr\u00ecnh \u0111\u1ed9 k\u1ef9 thu\u1eadt s\u1ed1 cao v\u00e0 kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn th\u00f4ng tin d\u1ec5 d\u00e0ng c\u1ee7a Th\u1ebf h\u1ec7 Z cho ph\u00e9p c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng n\u00e0y ti\u1ebfp c\u1eadn v\u00e0 l\u1ef1a ch\u1ecdn \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u1ecd \u0111ang chi ti\u1ec1n m\u1ed9t c\u00e1ch h\u1ee3p l\u00fd cho nh\u1eefng g\u00ec h\u1ecd th\u1ef1c s\u1ef1 mu\u1ed1n. Trong m\u1ed9t th\u1ebf gi\u1edbi m\u00e0 h\u1ea7u h\u1ebft ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec1u nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng tr\u01b0\u1edbc khi mua, c\u1ea1nh tranh v\u1ec1 c\u1ea3 ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 gi\u00e1 c\u1ea3 l\u00e0 \u0111i\u1ec1u ki\u1ec7n ti\u00ean quy\u1ebft \u0111\u1ec3 gi\u00e0nh \u0111\u01b0\u1ee3c l\u00f2ng trung th\u00e0nh c\u1ee7a Th\u1ebf h\u1ec7 Z.<\/p>\n C\u00e1c c\u00f4ng ty ti\u00eau d\u00f9ng c\u1ea7n hi\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong><\/a> s\u1eb5n s\u00e0ng tr\u1ea3 ti\u1ec1n cho nh\u1eefng t\u00ednh n\u0103ng n\u00e0o.\u00a0C\u00e1c \u0111i\u1ec3m \u0111\u00e1nh d\u1ea5u ch\u1ea5t l\u01b0\u1ee3ng s\u1ebd kh\u00e1c nhau trong m\u1ed7i ph\u00e2n kh\u00fac v\u00ec gi\u00e1 tr\u1ecb c\u1ee7a c\u00e1c th\u00e0nh vi\u00ean ph\u00e2n kh\u00fac kh\u00e1c nhau.\u00a0V\u00ed d\u1ee5, nh\u1eefng ng\u01b0\u1eddi nghi\u1ec7n mua s\u1eafm cao c\u1ea5p s\u1eb5n s\u00e0ng tr\u1ea3 nhi\u1ec1u ti\u1ec1n h\u01a1n \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c nhi\u1ec1u h\u01a1n;\u00a0ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u1ea3nh th\u01a1i th\u00ec kh\u00f4ng.\u00a0\u0110\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi k\u1ef3 v\u1ecdng v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng trong khi v\u1eabn gi\u1eef gi\u00e1 c\u1ea3 c\u1ea1nh tranh, c\u00e1c c\u00f4ng ty s\u1ebd ph\u1ea3i nghi\u00eam ng\u1eb7t h\u01a1n bao gi\u1edd h\u1ebft trong vi\u1ec7c quy\u1ebft \u0111\u1ecbnh t\u00ednh n\u0103ng n\u00e0o c\u1ea7n gi\u1eef v\u00e0 t\u00ednh n\u0103ng n\u00e0o c\u1ea7n nh\u1ea5n m\u1ea1nh.<\/p>\n Kh\u00f4ng th\u1ec3 \u0111\u00e1nh gi\u00e1 th\u1ea5p vai tr\u00f2 c\u1ee7a video: Th\u1ebf h\u1ec7 Z xem nhi\u1ec1u ph\u01b0\u01a1ng ti\u1ec7n video tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng nh\u01b0 YouTube ho\u1eb7c TikTok nhi\u1ec1u h\u01a1n nhi\u1ec1u so v\u1edbi c\u00e1c nh\u00f3m th\u1ebf h\u1ec7 kh\u00e1c. \u0110i\u1ec1u \u0111\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn c\u00e1ch h\u1ecd l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u v\u00e0 s\u1ea3n ph\u1ea9m. Do \u0111\u00f3, nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u c\u00f3 ti\u1ebfng n\u00f3i v\u1edbi Th\u1ebf h\u1ec7 Z th\u00f4ng qua c\u00e1c video gi\u00e0u th\u00f4ng tin, vui nh\u1ed9n v\u00e0 truy\u1ec1n c\u1ea3m h\u1ee9ng s\u1ebd c\u00f3 c\u01a1 h\u1ed9i \u0111\u01b0\u1ee3c chia s\u1ebb nhi\u1ec1u h\u01a1n. Nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c \u00fd t\u01b0\u1edfng \u0111\u00f3, nh\u01b0ng c\u00f3 nhi\u1ec1u l\u1ea7n b\u1ecf l\u1ee1 h\u01a1n l\u00e0 c\u00e1c b\u1ea3n hit. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i x\u00e2y d\u1ef1ng kh\u1ea3 n\u0103ng marketing truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i c\u1ee7a h\u1ecd, d\u00f9 l\u00e0 th\u1eddi gian th\u1ef1c hay \u0111\u01b0\u1ee3c s\u1eafp x\u1ebfp, \u0111\u1ec3 thu h\u00fat ng\u01b0\u1eddi ti\u00eau d\u00f9ng theo m\u1ed9t c\u00e1ch kh\u00e1c.<\/p>\n C\u00e1c th\u01b0\u01a1ng hi\u1ec7u chi\u1ebfn th\u1eafng th\u01b0\u1eddng s\u00e1ng t\u1ea1o h\u01a1n, ch\u00e2n th\u1ef1c h\u01a1n v\u00e0 marketing nhanh h\u01a1n v\u1edbi n\u1ed9i dung c\u1ee7a h\u1ecd.\u00a0S\u1ea3n xu\u1ea5t video ph\u00f9 h\u1ee3p \u0111\u00f2i h\u1ecfi c\u00e1c k\u1ef9 n\u0103ng kh\u00e1c v\u1edbi \u0111\u0103ng \u0111\u00fang \u1ea3nh ho\u1eb7c \u0111\u00fang tweet.\u00a0C\u00e1c nh\u00f3m marketing c\u1ea7n c\u00f3 quy\u1ec1n truy c\u1eadp ngay v\u00e0o c\u00e1c nh\u00f3m s\u1ea3n xu\u1ea5t c\u00f3 th\u1ec3 t\u1ea1o ra m\u1ed9t c\u00e2u chuy\u1ec7n v\u00e0 c\u00f3 th\u1ec3 quay nh\u1eefng b\u1ed9 phim khi\u1ebfn m\u1ecdi ng\u01b0\u1eddi x\u00fac \u0111\u1ed9ng v\u00e0 bu\u1ed9c h\u1ecd ph\u1ea3i xem to\u00e0n b\u1ed9 thay v\u00ec nh\u1ea5p v\u00e0o n\u00fat b\u1ecf qua.<\/p>\n \u0110\u1ec3 chi\u1ebfm \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n l\u1edbn h\u01a1n trong v\u00ed c\u1ee7a Th\u1ebf h\u1ec7 Z, c\u00e1c s\u1ea3n ph\u1ea9m b\u1ec1n v\u1eefng c\u1ea7n n\u00f3i l\u00ean ch\u1ea5t l\u01b0\u1ee3ng c\u0169ng nh\u01b0 c\u00e1c gi\u00e1 tr\u1ecb m\u00f4i tr\u01b0\u1eddng \u2014 v\u00e0 truy\u1ec1n \u0111\u1ea1t c\u00e1c thu\u1ed9c t\u00ednh n\u00e0y th\u00f4ng qua m\u1ed9t c\u00e2u chuy\u1ec7n h\u1ea5p d\u1eabn v\u1ec1 m\u1eb7t h\u00ecnh \u1ea3nh (visually compelling story).<\/p>\n Nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u nh\u1ecf v\u00e0 th\u00e0nh c\u00f4ng v\u1ec1 \u0111\u1ea1o \u0111\u1ee9c n\u1ed5i b\u1eadt b\u1eb1ng c\u00e1ch nh\u1ea5n m\u1ea1nh ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 c\u00e2u chuy\u1ec7n c\u1ee7a h\u1ecd th\u00f4ng qua thi\u1ebft k\u1ebf bao b\u00ec v\u00e0 b\u1eb1ng c\u00e1ch \u0111\u0103ng video v\u00e0 b\u00e0i b\u00e1o v\u1ec1 c\u00e1ch h\u1ecd ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh.\u00a0C\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn h\u01a1n mu\u1ed1n m\u1edf r\u1ed9ng danh m\u1ee5c \u0111\u1ea7u t\u01b0 b\u1ec1n v\u1eefng c\u1ee7a h\u1ecd c\u0169ng n\u00ean l\u00e0m nh\u01b0 v\u1eady trong khi \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u1ecd c\u00f3 th\u1ec3 sao l\u01b0u nh\u1eefng kh\u1eb3ng \u0111\u1ecbnh \u0111\u00f3.\u00a0R\u1eeda xanh s\u1ebd kh\u00f4ng l\u00e0m.<\/p>\n M\u1eb7c d\u00f9 c\u00f3 nh\u1eefng \u0111i\u1ec3m t\u01b0\u01a1ng \u0111\u1ed3ng \u0111\u00e1ng k\u1ec3 gi\u1eefa c\u00e1c th\u1ecb tr\u01b0\u1eddng d\u00e2n s\u1ed1 \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t, s\u00e2n ch\u01a1i d\u00e0nh cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean mang t\u00ednh \u0111\u1ecba ph\u01b0\u01a1ng h\u01a1n. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong khu v\u1ef1c b\u1ecb \u1ea3nh h\u01b0\u1edfng m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean b\u1edfi c\u00e1c thu\u1ed9c t\u00ednh v\u0103n h\u00f3a, l\u1ed1i s\u1ed1ng, t\u00f4n gi\u00e1o v\u00e0 th\u00f3i quen \u0103n u\u1ed1ng ri\u00eang bi\u1ec7t c\u1ee7a h\u1ecd. \u1ede Nh\u1eadt B\u1ea3n, Th\u1ebf h\u1ec7 Z c\u00f3 xu h\u01b0\u1edbng mu\u1ed1n h\u00f2a nh\u1eadp h\u01a1n l\u00e0 \u0111\u1ed9c l\u1eadp; \u1edf Trung Qu\u1ed1c, ph\u1ea7n l\u1edbn h\u1ecd d\u1ef1a v\u00e0o th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh h\u1ecd l\u00e0 ai; \u1edf \u00dac, h\u1ecd nghi\u00eang m\u1ea1nh v\u1ec1 tr\u00e1ch nhi\u1ec7m m\u00f4i tr\u01b0\u1eddng v\u00e0 t\u00ednh b\u1ec1n v\u1eefng h\u01a1n so v\u1edbi c\u00e1c nh\u00f3m c\u0169. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n \u0111\u1ea3m b\u1ea3o r\u1eb1ng \u0111\u1ec1 xu\u1ea5t gi\u00e1 tr\u1ecb v\u00e0 th\u00f4ng \u0111i\u1ec7p c\u1ee7a h\u1ecd \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh cho ph\u00f9 h\u1ee3p v\u1edbi b\u1ed1i c\u1ea3nh \u0111\u1ecba ph\u01b0\u01a1ng \u2014 v\u00e0 s\u1ef1 ph\u00e2n b\u1ed5 \u0111\u1ecba ph\u01b0\u01a1ng c\u1ee7a c\u00e1c ph\u00e2n kh\u00fac ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n \u0110\u1ec3 ti\u1ebfp c\u1eadn Th\u1ebf h\u1ec7 Z t\u1ea1i khu v\u1ef1c Ch\u00e2u \u00c1 – Th\u00e1i B\u00ecnh D\u01b0\u01a1ng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i n\u1eafm v\u1eefng nh\u1eefng ph\u1ea9m ch\u1ea5t ri\u00eang bi\u1ec7t v\u00e0 \u0111\u00f4i khi c\u00f3 th\u1ec3 tr\u00f9ng l\u1eb7p. H\u1ecd c\u0169ng s\u1ebd c\u1ea7n ph\u1ea3n \u1ee9ng v\u1edbi t\u00e1c \u0111\u1ed9ng c\u1ee7a cu\u1ed9c kh\u1ee7ng ho\u1ea3ng COVID-19 \u0111ang thay \u0111\u1ed5i th\u00e1i \u0111\u1ed9 v\u00e0 h\u00e0nh vi c\u1ee7a Th\u1ebf h\u1ec7 Z. C\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i nhanh nh\u1eb9n v\u00e0 \u1ed5n \u0111\u1ecbnh, c\u00f3 nh\u1eadn th\u1ee9c v\u1ec1 khu v\u1ef1c v\u00e0 t\u1eadp trung v\u00e0o \u0111\u1ecba ph\u01b0\u01a1ng, ph\u00f9 h\u1ee3p v\u1edbi m\u00f4i tr\u01b0\u1eddng v\u00e0 c\u00f3 \u00fd th\u1ee9c v\u1ec1 gi\u00e1 c\u1ea3, x\u00e3 h\u1ed9i- hi\u1ec3u bi\u1ebft v\u1ec1 ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng v\u00e0 t\u00f4n tr\u1ecdng quy\u1ec1n ri\u00eang t\u01b0, ch\u00e2n th\u1ef1c v\u00e0 c\u00f3 th\u1ec3 k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n h\u1ea5p d\u1eabn. V\u00cc v\u1eady, th\u1eadt r\u00f5 r\u00e0ng l\u00e0 c\u00e1c doanh nghi\u1ec7p ph\u1ea3i h\u1ecdc c\u00e1ch n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c insight kh\u00e1ch h\u00e0ng<\/a> v\u00e0 \u00e1p d\u1ee5ng v\u00e0o c\u00e1c quy\u1ebft \u0111\u1ecbnh kinh doanh m\u1ed9t c\u00e1ch nhanh ch\u00f3ng v\u00e0 s\u00e1ng t\u1ea1o.<\/p>\n Aimee Kim\u00a0<\/a><\/p>\n DTM Consulting ch\u00fang t\u00f4i \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp v\u1edbi mong mu\u1ed1n h\u1ed7 tr\u1ee3, \u0111\u1ed3ng h\u00e0nh c\u00e1c doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf c\u00f3 th\u00eam c\u01a1 h\u1ed9i \u0111\u1ec3 ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng v\u00e0 kh\u00e1ch h\u00e0ng v\u1edbi ng\u00e2n s\u00e1ch h\u1ea1n ch\u1ebf. DTM h\u1ed7 tr\u1ee3 th\u00f4ng qua vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed\u00a0nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng<\/a><\/strong>\u00a0theo t\u1eebng tr\u01b0\u1eddng h\u1ee3p c\u1ee5 th\u1ec3, b\u1eb1ng c\u00e1ch k\u1ebft h\u1ee3p d\u1ecbch v\u1ee5 \u0111\u01b0\u1ee3c cung c\u1ea5p b\u1edfi \u0111\u1ed9i ng\u0169 t\u01b0 v\u1ea5n chuy\u00ean m\u00f4n (consultant) c\u1ee7a DTM v\u1edbi ngu\u1ed3n l\u1ef1c c\u00f3 s\u1eb5n c\u1ee7a doanh nghi\u1ec7p thay v\u00ec thu\u00ea ngo\u00e0i ho\u00e0n to\u00e0n.<\/p>\n Trong t\u1ea5t c\u1ea3 c\u00e1c g\u00f3i d\u1ecbch v\u1ee5 cung c\u1ea5p cho kh\u00e1ch h\u00e0ng, ch\u00fang t\u00f4i lu\u00f4n \u01b0u ti\u00ean\u00a0k\u1ebft h\u1ee3p ngu\u1ed3n l\u1ef1c, l\u1ee3i th\u1ebf chuy\u00ean m\u00f4n (v\u1edbi c\u00e1c nh\u00e0 t\u01b0 v\u1ea5n chuy\u00ean m\u00f4n cao, nhi\u1ec1u n\u0103m kinh nghi\u1ec7m) c\u1ee7a DTM v\u00e0 ngu\u1ed3n l\u1ef1c c\u00f3 s\u1eb5n c\u1ee7a doanh nghi\u1ec7p<\/strong>.S\u1ef1 k\u1ebft h\u1ee3p n\u00e0y gi\u00fap \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5, \u0111\u1ed3ng th\u1eddi gi\u1ea3m t\u1ea3i chi ph\u00ed cho doanh nghi\u1ec7p tr\u00ean c\u01a1 s\u1edf t\u1eadn d\u1ee5ng \u0111\u01b0\u1ee3c ngu\u1ed3n l\u1ef1c c\u00f3 s\u1eb5n nh\u01b0 d\u1ecbch v\u1ee5, nh\u00e2n s\u1ef1,\u2026 thay v\u00ec ph\u1ea3i thu\u00ea ngo\u00e0i ho\u00e0n to\u00e0n.<\/p>\n \u0110\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p c\u00f3 \u0111\u1ee7 ngu\u1ed3n l\u1ef1c \u0111\u1ec3 c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n c\u00e1c kh\u00e2u kh\u1ea3o s\u00e1t, DTM Consulting s\u1eb5n s\u00e0ng cung c\u1ea5p d\u1ecbch v\u1ee5 b\u00e1n ph\u1ea7n nh\u01b0 t\u01b0 v\u1ea5n th\u1ef1c hi\u1ec7n, thi\u1ebft k\u1ebf kh\u1ea3o s\u00e1t, \u0111\u00e0o t\u1ea1o nh\u00e2n vi\u00ean kh\u1ea3o s\u00e1t, gi\u00e1m s\u00e1t tri\u1ec3n khai, ph\u00e2n t\u00edch d\u1eef li\u1ec7u\u2026.<\/p>\n N\u1ebfu b\u1ea1n c\u00f3 nhu c\u1ea7u ho\u1eb7c c\u00f3 b\u0103n kho\u0103n v\u1ec1 ho\u1ea1t \u0111\u1ed9ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng, xin vui l\u00f2ng li\u00ean h\u1ec7 v\u1edbi ch\u00fang t\u00f4i\u00a0<\/strong>T\u1ea0I \u0110\u00c2Y<\/strong><\/a>\u00a0\u0111\u1ec3 nh\u1eadn<\/strong><\/p>\n L\u00e0 m\u1ed9t marketer ch\u1eafc h\u1eb3n b\u1ea1n hi\u1ec3u r\u1eb1ng s\u1ebd lu\u00f4n c\u00f3 nh\u1eefng s\u1ef1 ph\u00e2n h\u00f3a, kh\u00e1c bi\u1ec7t v\u1ec1 \u0111\u1eb7c \u0111i\u1ec3m v\u1ec1 h\u00e0nh vi c\u0169ng nh\u01b0 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng c\u1ee7a c\u00e1c nh\u00f3m kh\u00e1ch h\u00e0ng trong c\u00f9ng m\u1ed9t ph\u00e2n kh\u00fac tr\u00ean c\u00e1c \u0111\u1ecba \u0111i\u1ec3m kh\u00e1c nhau. R\u00f5 r\u00e0ng r\u1eb1ng th\u1ebf h\u1ec7 Z \u1edf khu v\u1ef1c Ch\u00e2u […]<\/p>","protected":false},"author":4,"featured_media":11954,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[663,128,74,640,125],"tags":[656,651,652],"class_list":["post-11934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bao-cao-thi-truong","category-chia-se-kien-thuc","category-blog","category-marketing-reports","category-viet-nam-insights","tag-insights-khach-hang","tag-nghien-cuu-thi-truong-tag","tag-phan-tich-du-lieu-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11934","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=11934"}],"version-history":[{"count":13,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11934\/revisions"}],"predecessor-version":[{"id":12226,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/11934\/revisions\/12226"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/11954"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=11934"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=11934"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=11934"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Th\u1ebf-h\u1ec7-Z-t\u1ea1i-Ch\u00e2u-\u00c1.png\")
<\/a><\/p>\nTh\u1ebf h\u1ec7 Z \u1edf Ch\u00e2u \u00c1 (APAC): N\u0103m xu h\u01b0\u1edbng ti\u00eau d\u00f9ng n\u1ed5i tr\u1ed9i<\/h2>\n
\n
H\u1ecd d\u1ef1a v\u00e0o m\u1ea1ng x\u00e3 h\u1ed9i nh\u01b0ng v\u1eabn suy ngh\u0129 v\u1ec1 c\u00e1ch h\u1ecd t\u01b0\u01a1ng t\u00e1c v\u1edbi n\u00f3<\/h3>\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Th\u1ebf-h\u1ec7-Z-t\u1ea1i-Ch\u00e2u-\u00c1-2.png\")
<\/a><\/p>\nH\u1ecd mu\u1ed1n t\u1ea5t c\u1ea3 \u2014 v\u00e0 quen v\u1edbi vi\u1ec7c c\u00f3 \u0111\u01b0\u1ee3c m\u1ecdi th\u1ee9.<\/h3>\n
![\"marketing](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Wevio-Market-Research-Analysis-4.jpg\")
<\/a><\/p>\n\u1ea2nh h\u01b0\u1edfng r\u1ea5t nhi\u1ec1u trong vi\u1ec7c l\u1ef1a ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u b\u1edfi n\u1ed9i dung video<\/h3>\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Th\u1ebf-h\u1ec7-Z-t\u1ea1i-ch\u00e2u-\u00c1-3-dtmconsulting.png\")
<\/a><\/p>\nMu\u1ed1n \u0111\u01b0\u1ee3c cho l\u00e0 c\u00f3 \u00fd th\u1ee9c v\u1ec1 m\u00f4i tr\u01b0\u1eddng, nh\u01b0ng h\u1ecd th\u01b0\u1eddng kh\u00f4ng mu\u1ed1n chi tr\u1ea3<\/h3>\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/th\u1ebf-h\u1ec7-z-t\u1ea1i-ch\u00e2u-\u00e1-4-dtmconsulting.png\")
<\/a><\/p>\nS\u00e1u kh\u00fac ng\u01b0\u1eddi ti\u00eau d\u00f9ng Th\u1ebf h\u1ec7 Z<\/h2>\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/10\/Th\u1ebf-h\u1ec7-Z-t\u1ea1i-Ch\u00e2u-\u00c1-5-dtmconsulting-1.png\")
<\/a><\/p>\nBrand-conscious followers – Ng\u01b0\u1eddi theo \u0111u\u1ed5i th\u01b0\u01a1ng hi\u1ec7u<\/h3>\n
Premium shopaholics – Ng\u01b0\u1eddi theo \u0111u\u1ed5i mua s\u1eafm cao c\u1ea5p<\/h3>\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/08\/b\u1eadt-m\u00ed-th\u1ebf-h\u1ec7-millennials-6.jpg\")
<\/a><\/p>\nEthical \u2018confidents\u2019 – ng\u01b0\u1eddi theo \u0111u\u1ed5i tr\u00e1ch nhi\u1ec7m v\u00e0 \u0111\u1ea1o \u0111\u1ee9c x\u00e3 h\u1ed9i<\/h3>\n
Value researchers – Ng\u01b0\u1eddi theo \u0111u\u1ed5i gi\u00e1 tr\u1ecb<\/h3>\n
Disengaged conformists – Ng\u01b0\u1eddi theo ch\u1ee7 ngh\u0129a tu\u00e2n th\u1ee7 t\u1ef1 do<\/h3>\n
Quality-conscious \u2018independents\u2019 – Nh\u1eadn th\u1ee9c v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng \u0111\u1ed9c l\u1eadp<\/h3>\n
Chinh ph\u1ee5c th\u1ebf h\u1ec7 Z<\/h2>\n
M\u1ee9c \u0111\u1ed9 li\u00ean quan v\u00e0 t\u1ed1c \u0111\u1ed9 quan tr\u1ecdng h\u01a1n bao gi\u1edd h\u1ebft<\/h3>\n
Ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 gi\u00e1 c\u1ea3 ph\u1ea3i v\u1eeba ph\u1ea3i<\/h3>\n
Social Media c\u1ea7n ch\u00fa \u00fd nhi\u1ec1u h\u01a1n \u0111\u1ebfn video<\/h3>\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/11\/video-mar.jpg\")
<\/a><\/p>\n“Green” th\u00f4i l\u00e0 ch\u01b0a \u0111\u1ee7: Gi\u00e1 c\u1ea3 v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng c\u0169ng quan tr\u1ecdng<\/h3>\n
Th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n c\u00f3 y\u1ebfu t\u1ed1 li\u00ean quan \u0111\u1ebfn \u0111\u1ecba ph\u01b0\u01a1ng<\/h3>\n
\nD\u1ecbch v\u1ee5 t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng d\u00e0nh cho doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf c\u1ee7a DTM<\/span><\/h2>\n
![\"\"](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/06\/nghi\u00ean-c\u1ee9u-th\u1ecb-tr\u01b0\u1eddng-v\u00e0-t\u01b0-v\u1ea5n-chi\u1ebfn-l\u01b0\u1ee3c-t\u01b0-v\u1ea5n-marketing-cho-doanh-nghi\u1ec7p-v\u1eeba-v\u00e0-nh\u1ecf-SMEs-starups-ng\u00e2n-s\u00e1ch-th\u1ea5p.png\")
<\/a><\/p>\nSau \u0111\u00e2y l\u00e0 nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m n\u1ed5i b\u1eadt c\u1ee7a d\u1ecbch v\u1ee5 cung c\u1ea5p b\u1edfi DTM Consulting<\/span><\/h2>\n
\n
T\u01af V\u1ea4N MI\u1ec4N PH\u00cd<\/a><\/strong><\/span><\/h2>","protected":false},"excerpt":{"rendered":"