{"id":13555,"date":"2021-04-22T14:07:22","date_gmt":"2021-04-22T07:07:22","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=13555"},"modified":"2022-11-17T09:55:10","modified_gmt":"2022-11-17T02:55:10","slug":"xu-huong-va-insight-khach-hang-tieu-dung-san-pham-cao-cap-2021","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/xu-huong-va-insight-khach-hang-tieu-dung-san-pham-cao-cap-2021\/","title":{"rendered":"Xu h\u01b0\u1edbng v\u00e0 insight kh\u00e1ch h\u00e0ng ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m cao c\u1ea5p 2021"},"content":{"rendered":"

M\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u bi\u1ebft Italia l\u00e0 qu\u00ea h\u01b0\u01a1ng c\u1ee7a s\u1ed1 l\u01b0\u1ee3ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng cao c\u1ea5p l\u1edbn nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi (1). Trong khi Trung Qu\u1ed1c l\u00e0 n\u01b0\u1edbc ti\u00eau th\u1ee5 l\u1edbn nh\u1ea5t trong ng\u00e0nh – chi\u1ebfm 1\/3 chi ti\u00eau to\u00e0n c\u1ea7u (2) cho h\u00e0ng cao c\u1ea5p trong n\u0103m 2018. C\u1ea3 Italia v\u00e0 Trung Qu\u1ed1c \u0111\u1ec1u l\u00e0 hai qu\u1ed1c gia \u0111\u1ea7u ti\u00ean tri\u1ec3n khai nh\u1eefng ho\u1ea1t \u0111\u1ed9ng c\u1ea5m v\u1eadn, gi\u00e3n c\u00e1ch x\u00e3 h\u1ed9i do \u1ea3nh h\u01b0\u1edfng c\u1ee7a COVID-19. K\u1ebft qu\u1ea3 l\u00e0, ng\u00e0nh c\u00f4ng nghi\u1ec7p c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p b\u1eaft \u0111\u1ea7u b\u1ecb \u1ea3nh h\u01b0\u1edfng s\u00e2u s\u1eafc t\u1eeb \u0111\u1ea1i d\u1ecbch.<\/p>\n

Trong khi h\u00e0ng cao c\u1ea5p v\u00e0 th\u01b0\u01a1ng m\u1ea1i n\u00f3i chung \u0111ang ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c ch\u01b0a t\u1eebng c\u00f3, COVID-19 \u0111\u00e3 t\u00ecnh c\u1edd th\u00fac \u0111\u1ea9y c\u00e1c xu h\u01b0\u1edbng ti\u00eau d\u00f9ng hi\u1ec7n c\u00f3 ph\u00e1t tri\u1ec3n v\u1edbi t\u1ed1c \u0111\u1ed9 nhanh h\u01a1n.<\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng xu h\u01b0\u1edbng \u0111\u01b0\u1ee3c thu th\u1eadp v\u00e0 t\u1ed5ng h\u1ee3p c\u00f9ng v\u1edbi nh\u1eefng l\u1eddi khuy\u00ean, t\u01b0 v\u1ea5n t\u1eeb chuy\u00ean gia cho marketer v\u00e0 doanh nghi\u1ec7p kinh doanh t\u1ea1i Vi\u1ec7t Nam.<\/p>\n

Ch\u00e2u \u00c1 l\u00e0 th\u1ecb tr\u01b0\u1eddng m\u1edbi n\u1ed5i quan tr\u1ecdng h\u01a1n bao gi\u1edd h\u1ebft<\/strong><\/h2>\n

C\u00f3 \u0111\u1ebfn 1\/4 ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean to\u00e0n c\u1ea7u \u0111\u00e3 v\u00e0 \u0111ang tr\u00ec ho\u00e3n vi\u1ec7c mua c\u00e1c m\u1eb7t h\u00e0ng xa x\u1ec9 do \u1ea3nh h\u01b0\u1edfng c\u1ee7a COVID-19.<\/p>\n

Th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau cho ng\u00e0nh h\u00e0ng cao c\u1ea5p c\u00f3 th\u1ec3 s\u1ebd h\u01a1n cu\u1ed9c kh\u1ee7ng ho\u1ea3ng n\u0103m 2008 v\u00ec c\u00f3 th\u1ec3 chuy\u1ec3n m\u1ee5c ti\u00eau sang m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1edbi kh\u00e1c: th\u1ecb tr\u01b0\u1eddng Ch\u00e2u \u00c1 v\u00e0 \u0111\u1eb7c bi\u1ec7t l\u00e0 Trung Qu\u1ed1c.<\/p>\n

Trong v\u00f2ng 15 n\u0103m qua, th\u1ecb tr\u01b0\u1eddng Trung Qu\u1ed1c \u0111\u00e3 ph\u00e1t tri\u1ec3n th\u00e0nh th\u1ecb tr\u01b0\u1eddng ti\u00eau th\u1ee5 h\u00e0ng h\u00f3a v\u00e0 d\u1ecbch v\u1ee5 xa x\u1ec9 h\u00e0ng \u0111\u1ea7u. Tuy nhi\u00ean, c\u00e1c c\u1eeda h\u00e0ng xa x\u1ec9 ph\u1ea9m b\u1eaft \u0111\u1ea7u \u0111\u00f3ng c\u1eeda \u1edf V\u0169 H\u00e1n v\u00e0o cu\u1ed1i th\u00e1ng 1 n\u0103m 2020 v\u00e0 \u0111\u1ebfn th\u00e1ng 3 th\u00ec \u0111\u00e3 \u0111\u00f3ng c\u1eeda tr\u00ean kh\u1eafp Trung Qu\u1ed1c.<\/p>\n

Hi\u1ec7u \u1ee9ng domino n\u00e0y ti\u1ebfp t\u1ee5c di\u1ec5n ra tr\u00ean h\u1ea7u h\u1ebft c\u00e1c khu v\u1ef1c Ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng v\u00e0 sau \u0111\u00f3 tr\u00ean to\u00e0n th\u1ebf gi\u1edbi. Hi\u1ec7n gi\u1edd c\u00e1c doanh nghi\u1ec7p kh\u00f4ng c\u00f3 m\u1ed9t th\u1ecb tr\u01b0\u1eddng n\u00e0o kh\u00e1c \u0111\u1ec3 chuy\u1ec3n h\u01b0\u1edbng nh\u1eafm m\u1ee5c ti\u00eau n\u1eefa.<\/p>\n

Trong qu\u00e1 tr\u00ecnh di\u1ec5n ra COVID-19, kh\u00f4ng qu\u00e1 ng\u1ea1c nhi\u00ean khi c\u00f3 \u0111\u1ebfn 31% ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ea1i Trung Qu\u1ed1c e ng\u1ea1i vi\u1ec7c chi ti\u00eau cho c\u00e1c s\u1ea3n ph\u1ea9m xa x\u1ec9. C\u00f9ng trong khu v\u1ef1c ch\u00e2u \u00c1, \u0111\u1ea5t n\u01b0\u1edbc c\u00f3 m\u1ee9c t\u0103ng tr\u01b0\u1edfng chi ti\u00eau cho xa x\u1ec9 ph\u1ea9m cao – \u1ea4n \u0110\u1ed9 c\u0169ng l\u00e0 qu\u1ed1c gia c\u00f3 m\u1ee9c gi\u1ea3m chi ti\u00eau cho c\u00e1c m\u1eb7t h\u00e0ng cao c\u1ea5p l\u00ean \u0111\u1ebfn 37% (3).<\/strong><\/span><\/p><\/blockquote>\n

\"xu<\/p>\n

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Nhu c\u1ea7u \u0111\u1ed1i v\u1edbi h\u00e0ng xa x\u1ec9 \u1edf c\u00e1c qu\u1ed1c gia n\u00e0y cao h\u01a1n so v\u1edbi c\u00e1c n\u01b0\u1edbc ph\u01b0\u01a1ng T\u00e2y tr\u01b0\u1edbc cu\u1ed9c kh\u1ee7ng ho\u1ea3ng, v\u00ec v\u1eady kh\u00f4ng c\u00f3 g\u00ec ng\u1ea1c nhi\u00ean khi th\u1ea5y h\u1ecd c\u00f3 t\u1ef7 l\u1ec7 ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec7n \u0111ang tr\u00ec ho\u00e3n vi\u1ec7c mua h\u00e0ng xa x\u1ec9 cao h\u01a1n.<\/p>\n

M\u1eb7c d\u00f9 nhu c\u1ea7u ti\u00eau d\u00f9ng c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p gi\u1ea3m nhi\u1ec1u nh\u1ea5t nh\u01b0ng r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ea1i \u0111\u00e2y c\u00f3 nhu c\u1ea7u mua cao nh\u1ea5t.<\/p>\n

C\u00f3 \u0111\u1ebfn 10% ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1ea1i \u1ea4n \u0110\u1ed9 v\u00e0 7% t\u1ea1i Trung qu\u1ed1c \u01b0u ti\u00ean mua c\u00e1c m\u1eb7t h\u00e0ng cao c\u1ea5p trong qu\u00e1 tr\u00ecnh COVID-19 b\u00f9ng n\u1ed5. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y \u0111\u00e2y c\u0169ng s\u1ebd l\u00e0 th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng cho c\u00e1c doanh nghi\u1ec7p kinh doanh c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p h\u01b0\u1edbng \u0111\u1ebfn khi c\u1ea7n ph\u1ee5c h\u1ed3i sau kh\u1ee7ng ho\u1ea3ng<\/strong>.<\/span><\/p><\/blockquote>\n

\u0110i\u1ec1u th\u00fa v\u1ecb l\u00e0 nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf Nam Phi c\u0169ng \u0111ang tr\u00ec ho\u00e3n vi\u1ec7c mua h\u00e0ng xa x\u1ec9 v\u00e0 6% ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd \u01b0u ti\u00ean mua n\u00f3 sau khi \u0111\u1ea1i d\u1ecbch k\u1ebft th\u00fac – \u0111\u00e2y l\u00e0 m\u1ed9t con s\u1ed1 t\u01b0\u01a1ng \u0111\u1ed1i\u00a0 v\u1edbi trung b\u00ecnh th\u1ebf gi\u1edbi.<\/p>\n

Tuy nhi\u00ean, do d\u00e2n s\u1ed1 Nam Phi nh\u1ecf so v\u1edbi Trung Qu\u1ed1c v\u00e0 \u1ea4n \u0110\u1ed9, th\u1ecb tr\u01b0\u1eddng xa x\u1ec9 ch\u1ee7 y\u1ebfu s\u1ebd h\u01b0\u1edbng \u0111\u1ebfn c\u00e1c qu\u1ed1c gia th\u1ee9 hai \u0111\u1ec3 ph\u1ee5c h\u1ed3i.<\/p>\n

Nh\u00ecn chung, t\u1ea1i c\u1ea3 3 qu\u1ed1c gia n\u00e0y,\u00a0 c\u00f3 m\u1ed9t s\u1ef1 s\u1ee5t gi\u1ea3m m\u1ea1nh v\u1ec1 c\u1ea3 vi\u1ec7c tr\u00ec ho\u00e3n v\u00e0 \u01b0u ti\u00ean h\u00e0ng xa x\u1ec9 sau khi COVID-19 k\u1ebft th\u00fac.<\/p>\n

S\u1ef1 r\u1ea1n n\u1ee9t gi\u1eefa nhu c\u1ea7u \u0111\u1ed1i v\u1edbi h\u00e0ng xa x\u1ec9 \u1edf Trung Qu\u1ed1c v\u00e0 ph\u1ea7n c\u00f2n l\u1ea1i c\u1ee7a th\u1ebf gi\u1edbi \u0111\u00e3 \u0111\u01b0\u1ee3c gia t\u0103ng \u0111\u00e1ng k\u1ec3 do \u0111\u1ea1i d\u1ecbch COVID-19.<\/p>\n

C\u00e1c qu\u1ed1c gia ph\u01b0\u01a1ng T\u00e2y t\u1ee5t h\u1eadu \u0111\u00e1ng k\u1ec3 trong vi\u1ec7c \u01b0u ti\u00ean h\u00e0ng cao c\u1ea5p sau khi d\u1ecbch b\u00f9ng ph\u00e1t, Nh\u1eadt B\u1ea3n c\u0169ng v\u1eady. V\u00e0 do t\u00e1c d\u1ee5ng c\u1ee7a COVID-19 \u0111\u1ed1i v\u1edbi du l\u1ecbch, ng\u01b0\u1eddi ti\u00eau d\u00f9ng Trung Qu\u1ed1c s\u1ebd kh\u00f4ng c\u00f2n mua s\u1eafm xa x\u1ec9 \u1edf n\u01b0\u1edbc ngo\u00e0i n\u1eefa. Do doanh s\u1ed1 b\u00e1n h\u00e0ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi du kh\u00e1ch t\u1eeb n\u01b0\u1edbc ngo\u00e0i, \u0111\u00e2y l\u00e0 n\u01a1i c\u00e1c th\u1ecb tr\u01b0\u1eddng xa x\u1ec9 tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng l\u1edbn nh\u1ea5t.<\/p>\n

Marketer, doanh nghi\u1ec7p kinh doanh c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p n\u00ean l\u00e0m g\u00ec?<\/h3>\n

N\u1ebfu s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty b\u1ea1n \u0111ang kinh doanh to\u00e0n c\u1ea7u, hi\u1ec3n nhi\u00ean r\u1eb1ng 2 th\u1ecb tr\u01b0\u1eddng \u1ea4n \u0110\u1ed9 v\u00e0 Trung Qu\u1ed1c hay Nam Phi c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u00e1ng xem x\u00e9t.\u00a0 C\u00f2n \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p Vi\u1ec7t Nam, c\u00f3 l\u1ebd khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00f3 ti\u1ebfp c\u1eadn \u0111\u1ebfn c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p t\u1eeb n\u01b0\u1edbc ngo\u00e0i th\u00ec \u0111\u00e2y l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p n\u1ed9i \u0111\u1ecba v\u1edbi m\u1ee9c gi\u00e1 c\u1ea3 h\u1ee3p l\u00fd b\u00f9ng l\u00ean \u0111\u1ec3 c\u1ea1nh tranh.<\/p>\n

B\u00e0i vi\u1ebft xem th\u00eam: Chi\u1ebfn l\u01b0\u1ee3c t\u0103ng tr\u01b0\u1edfng x\u00e2y d\u1ef1ng l\u1ee3i th\u1ebf c\u1ea1nh tranh cho doanh nghi\u1ec7p<\/a><\/strong><\/p>\n

S\u1ef1 t\u0103ng tr\u01b0\u1edfng c\u1ee7a s\u1ea3n ph\u1ea9m cao c\u1ea5p ph\u1ee5 thu\u1ed9c v\u00e0o c\u00e1c t\u1ea7ng l\u1edbp v\u00e0 th\u1ebf h\u1ec7 tr\u1ebb m\u1edbi n\u1ed5i<\/strong><\/h2>\n

Trung Qu\u1ed1c l\u00e0 th\u1ecb tr\u01b0\u1eddng xa x\u1ec9 l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi v\u00e0 cho \u0111\u1ebfn n\u0103m 2020, th\u1ecb tr\u01b0\u1eddng n\u00e0y \u0111ang ph\u00e1t tri\u1ec3n.\u00a0V\u00ed d\u1ee5, v\u00e0o n\u0103m 2019, c\u00f4ng d\u00e2n Trung Qu\u1ed1c\u00a0chi\u1ebfm 90% m\u1ee9c t\u0103ng tr\u01b0\u1edfng th\u1ecb tr\u01b0\u1eddng c\u1ee7a l\u0129nh v\u1ef1c cao c\u1ea5p (4).<\/p>\n

M\u1eb7c d\u00f9 COVID-19 s\u1ebd t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn \u0111i\u1ec1u n\u00e0y, nh\u01b0ng kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 c\u00e1c xu h\u01b0\u1edbng th\u00fac \u0111\u1ea9y s\u1ef1 t\u0103ng tr\u01b0\u1edfng n\u00e0y s\u1ebd d\u1eebng l\u1ea1i.<\/p>\n

Nhu c\u1ea7u v\u1ec1 \u0111\u1ed3 xa x\u1ec9 s\u1ebd ti\u1ebfp t\u1ee5c ph\u00e1t tri\u1ec3n \u1edf c\u00e1c th\u00e0nh ph\u1ed1 c\u1ea5p th\u1ea5p h\u01a1n c\u1ee7a Trung Qu\u1ed1c, v\u00e0 c\u00e1c th\u1ebf h\u1ec7 tr\u1ebb v\u1eabn \u0111ang n\u1ed5i l\u00ean nh\u01b0 nh\u1eefng ng\u01b0\u1eddi chi ti\u00eau nh\u1ea1y b\u00e9n.<\/strong><\/span><\/p><\/blockquote>\n

Nh\u01b0 ch\u00fang t\u00f4i \u0111\u00e3 \u0111\u1ec1 c\u1eadp tr\u01b0\u1edbc \u0111\u00e2y,\u00a0c\u00e1c th\u00e0nh ph\u1ed1 m\u1edbi n\u1ed5i c\u1ee7a Trung Qu\u1ed1c \u1edf c\u1ea5p 2 v\u00e0 3 ng\u00e0y c\u00e0ng tr\u1edf n\u00ean gi\u1ed1ng v\u1edbi c\u1ea5p 1 v\u1ec1 m\u1ed9t s\u1ed1 th\u00e1i \u0111\u1ed9 v\u00e0 l\u1ee3i \u00edch (5). \u0110i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn vi\u1ec7c ng\u01b0\u1eddi ti\u00eau d\u00f9ng Trung Qu\u1ed1c tr\u01b0\u1edbc \u0111\u00e2y b\u1ecb c\u00f4 l\u1eadp v\u00e0 kh\u00f4ng \u0111\u01b0\u1ee3c quan t\u00e2m s\u1ebd \u0111\u01b0\u1ee3c ng\u00e0nh c\u00f4ng nghi\u1ec7p xa x\u1ec9 \u0111\u00f3n nh\u1eadn nh\u01b0 nh\u1eefng kh\u00e1ch h\u00e0ng m\u1edbi ti\u1ec1m n\u0103ng.<\/p>\n

Trong khi \u0111\u00f3, th\u1ebf h\u1ec7 Z<\/a> v\u00e0 th\u1ebf h\u1ec7 Y (millennials)<\/a> chi\u1ebfm 500 tri\u1ec7u trong t\u1ed5ng s\u1ed1 1,4 t\u1ef7 d\u00e2n c\u1ee7a Trung Qu\u1ed1c, v\u00e0 v\u00e0o n\u0103m 2018, nh\u00f3m n\u00e0y – c\u00f3 thu nh\u1eadp kh\u1ea3 d\u1ee5ng v\u00e0 l\u1ea1c quan v\u1ec1 t\u01b0\u01a1ng lai c\u1ee7a h\u1ecd – ch\u1ecbu tr\u00e1ch nhi\u1ec7m v\u1ec1 kho\u1ea3ng 60% t\u0103ng tr\u01b0\u1edfng\u00a0t\u1ed5ng chi ti\u00eau \u1edf Trung Qu\u1ed1c.<\/p>\n

D\u1eef li\u1ec7u g\u1ea7n \u0111\u00e2y c\u1ee7a ch\u00fang t\u00f4i cho th\u1ea5y nh\u1eefng xu h\u01b0\u1edbng n\u00e0y c\u00f3 m\u1ecdi c\u01a1 h\u1ed9i \u0111\u1ec3 ti\u1ebfp t\u1ee5c sau COVID-19.<\/p>\n

Th\u1ebf h\u1ec7 Z v\u00e0 th\u1ebf h\u1ec7 millennials \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng c\u00f3 ti\u1ec1m n\u0103ng chi ti\u00eau nhi\u1ec1u h\u01a1n th\u1ebf h\u1ec7 tr\u01b0\u1edbc \u0111\u00f3 khi h\u1ebft d\u1ecbch. G\u1ea7n 60% th\u1ebf h\u1ec7 tr\u1ebb thu\u1ed9c th\u1ebf h\u1ec7 Z v\u00e0 th\u1ebf h\u1ec7 tr\u1ebb \u0111\u00e3 tr\u00ec ho\u00e3n vi\u1ec7c mua h\u00e0ng v\u00e0 l\u00ean k\u1ebf ho\u1ea1ch th\u1ef1c hi\u1ec7n nh\u1eefng \u0111i\u1ec1u n\u00e0y sau khi d\u1ecbch b\u1ec7nh \u1ebft th\u00fac, so v\u1edbi ch\u1ec9 47% thu\u1ed9c th\u1ebf h\u1ec7 X v\u00e0 th\u1ebf h\u1ec7 Baby Boomers c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng \u0111\u1ee3i cho \u0111\u1ebfn khi n\u00f3 k\u1ebft th\u00fac tr\u00ean to\u00e0n c\u1ea7u.<\/strong><\/p><\/blockquote>\n

C\u0169ng t\u1ea1i Trung Qu\u1ed1c, 40% th\u1ebf h\u1ec7 Z v\u00e0 th\u1ebf h\u1ec7 Y cho bi\u1ebft h\u1ecd s\u1ebd quay l\u1ea1i c\u1eeda h\u00e0ng ngay l\u1eadp t\u1ee9c ho\u1eb7c nhanh ch\u00f3ng sau khi m\u1edf c\u1eeda tr\u1edf l\u1ea1i – so v\u1edbi 35% \u1edf th\u1ebf h\u1ec7 X v\u00e0 th\u1ebf h\u1ec7 Baby Boomers.<\/p>\n

Tuy nhi\u00ean, c\u1ea7n l\u01b0u \u00fd r\u1eb1ng c\u00e1c th\u1ebf h\u1ec7 tr\u1ebb c\u1ee7a Trung Qu\u1ed1c c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng n\u00f3i r\u1eb1ng \u0111\u1ea1i d\u1ecbch \u0111\u00e3 \u1ea3nh h\u01b0\u1edfng ti\u00eau c\u1ef1c \u0111\u1ebfn c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd v\u00e0 t\u1ef7 l\u1ec7 cao h\u01a1n tin r\u1eb1ng n\u00f3 s\u1ebd c\u00f3 t\u00e1c \u0111\u1ed9ng l\u1edbn ho\u1eb7c \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn t\u00e0i ch\u00ednh c\u00e1 nh\u00e2n c\u1ee7a h\u1ecd.<\/p>\n

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

M\u1ee9c \u0111\u1ed9 \u1ea3nh h\u01b0\u1edfng c\u1ee7a COVID-19 \u0111\u1ed1i v\u1edbi n\u1ec1n kinh t\u1ebf Trung Qu\u1ed1c v\u1eabn ch\u01b0a ho\u00e0n to\u00e0n r\u00f5 r\u00e0ng.\u00a0Ng\u00e0nh c\u00f4ng nghi\u1ec7p xa x\u1ec9 n\u00ean nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c th\u00e1i \u0111\u1ed9 t\u01b0\u01a1ng \u0111\u1ed1i l\u1ea1c quan c\u1ee7a th\u1ebf h\u1ec7 tr\u1ebb \u0111\u1ed1i v\u1edbi chi ti\u00eau ngay b\u00e2y gi\u1edd, nh\u01b0ng h\u00e3y nh\u1edb r\u1eb1ng nh\u1eefng t\u00e1c \u0111\u1ed9ng t\u00e0i ch\u00ednh xu\u1ed1ng d\u00f2ng c\u00f3 th\u1ec3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn \u0111i\u1ec1u n\u00e0y.<\/p>\n

\u0110\u1ed1i v\u1edbi c\u00e1c th\u00e0nh ph\u1ed1 h\u1ea1ng sang m\u1edbi n\u1ed5i c\u1ee7a Trung Qu\u1ed1c, nhu c\u1ea7u v\u1ec1 \u0111\u1ed3 xa x\u1ec9 ti\u1ebfp t\u1ee5c t\u0103ng v\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean coi nh\u1eefng th\u1ecb tr\u01b0\u1eddng n\u00e0y l\u00e0 c\u01a1 h\u1ed9i thu l\u1ea1i l\u1ee3i nhu\u1eadn sau khi d\u1ecbch b\u1ec7nh b\u00f9ng ph\u00e1t.<\/p>\n

Trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf t\u1ea7ng 2 v\u00e0 3, nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 tr\u00ec ho\u00e3n vi\u1ec7c mua c\u00e1c m\u1eb7t h\u00e0ng xa x\u1ec9 v\u00ec \u0111\u1ea1i d\u1ecbch, 21% s\u1ebd \u01b0u ti\u00ean mua nh\u1eefng th\u1ee9 n\u00e0y sau khi d\u1ecbch b\u00f9ng ph\u00e1t k\u1ebft th\u00fac.<\/p>\n

Khi c\u00e1c c\u1eeda h\u00e0ng b\u1eaft \u0111\u1ea7u m\u1edf c\u1eeda tr\u1edf l\u1ea1i tr\u00ean to\u00e0n qu\u1ed1c, c\u00e1c nh\u00e0 b\u00e1n l\u1ebb n\u00ean nh\u1edb r\u1eb1ng gi\u1edbi tr\u1ebb \u0111ang ph\u00e1t tri\u1ec3n v\u00e0 t\u1ea7ng l\u1edbp trung l\u01b0u ng\u00e0y c\u00e0ng m\u1edf r\u1ed9ng \u0111\u00e3 \u0111\u00f3ng g\u00f3p nh\u01b0 th\u1ebf n\u00e0o v\u00e0o s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a ng\u00e0nh h\u00e0ng xa x\u1ec9 \u1edf Trung Qu\u1ed1c tr\u01b0\u1edbc \u0111\u1ea1i d\u1ecbch.<\/p>\n

V\u00e0 m\u1eb7c d\u00f9 nh\u1eefng nh\u00f3m n\u00e0y c\u00f3 th\u1ec3 \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng v\u1ec1 m\u1eb7t t\u00e0i ch\u00ednh trong n\u0103m nay, nh\u01b0ng \u0111i\u1ec1u \u0111\u00f3 kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 h\u1ecd s\u1ebd t\u1eeb b\u1ecf ho\u00e0n to\u00e0n \u0111\u1ed3 xa x\u1ec9 trong nh\u1eefng th\u00e1ng t\u1edbi.<\/p>\n

Marketer, doanh nghi\u1ec7p kinh doanh c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p n\u00ean l\u00e0m g\u00ec?<\/h3>\n

N\u1ebfu th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng th\u1ebf h\u1ec7 X hay Baby Boomer th\u00ec \u0111\u00e3 \u0111\u1ebfn l\u00fac b\u1ea1n c\u1ea7n \u0111\u1ec3 m\u1eaft \u0111\u1ebfn kh\u00fac kh\u00e1ch h\u00e0ng tr\u1ebb h\u01a1n – Th\u1ebf h\u1ec7 Z v\u00e0 Y. Th\u1ebf h\u1ec7 Z tr\u01b0\u1edfng th\u00e0nh<\/a>, s\u1ebd l\u1eadp gia \u0111\u00ecnh v\u00e0 tr\u1edf th\u00e0nh kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n trong m\u1ed9t v\u00e0i n\u0103m t\u1edbi th\u00f4i. Tuy nhi\u00ean, \u0111i\u1ec1u c\u1ea7n ch\u00fa \u00fd l\u00e0 h\u00e0nh vi, nh\u1eefng quan \u0111i\u1ec3m v\u1ec1 ti\u00eau d\u00f9ng, th\u00e1i \u0111\u1ed9, m\u1ed1i quan t\u00e2m c\u1ee7a th\u1ebf h\u1ec7 tr\u1ebb n\u00e0y s\u1ebd r\u1ea5t kh\u00e1c v\u1edbi th\u1ebf h\u1ec7 anh\/ch\u1ecb, cha\/m\u1eb9, \u00f4ng\/b\u00e0 ch\u00fang. N\u1ebfu b\u1ea1n c\u00f3 \u00fd \u0111\u1ecbnh nh\u1eafm \u0111\u1ebfn nh\u00f3m kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng n\u00e0y, vi\u1ec7c t\u00ecm hi\u1ec3u th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0ng \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng tr\u1ebb n\u00e0y l\u00e0 \u0111i\u1ec1u c\u1ea7n thi\u1ebft.<\/p>\n

N\u1ebfu doanh nghi\u1ec7p b\u1ea1n ch\u01b0a bi\u1ebft c\u00e1ch hi\u1ec3u hay l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 hi\u1ec3u \u0111\u01b0\u1ee3c nhu c\u1ea7u c\u1ee7a h\u1ecd, h\u00e3y CONTACT<\/a><\/strong> ngay v\u1edbi DTM Consulting \u0111\u1ec3 nh\u1eadn \u01b0u \u0111\u00e3i T\u01af V\u1ea4N MI\u1ec4N PH\u00cd<\/strong> c\u1ee7a ch\u00fang t\u00f4i:<\/p>\n

LI\u00caN H\u1ec6 T\u01af V\u1ea4N NGHI\u00caN C\u1ee8U TH\u1eca TR\u01af\u1edcNG, INSIGHT KH\u00c1CH H\u00c0NG<\/a><\/strong><\/span><\/p>\n

Ng\u00e0nh h\u00e0ng cao c\u1ea5p \u0111ang m\u1edf r\u1ed9ng s\u1ef1 hi\u1ec7n di\u1ec7n tr\u00ean internet<\/strong><\/h2>\n

COVID-19 l\u00e0 \u0111\u1ed9ng l\u1ef1c th\u00fac \u0111\u1ea9y s\u1ef1 chuy\u1ec3n d\u1ecbch c\u1ee7a th\u1ecb tr\u01b0\u1eddng xa x\u1ec9 truy\u1ec1n th\u1ed1ng sang th\u1eddi \u0111\u1ea1i k\u1ef9 thu\u1eadt s\u1ed1.<\/p>\n

Theo truy\u1ec1n th\u1ed1ng, h\u00e0ng xa x\u1ec9 \u0111\u01b0\u1ee3c b\u00e1n<\/span> trong c\u00e1c c\u1eeda h\u00e0ng truy\u1ec1n th\u1ed1ng.\u00a0\u0110i\u1ec1u n\u00e0y ch\u1ee7 y\u1ebfu l\u00e0 do ch\u00fang thu\u1ed9c lo\u1ea1i s\u1ea3n ph\u1ea9m \u201cc\u00f3 t\u00ednh li\u00ean l\u1ea1c cao\u201d \u0111\u00f2i h\u1ecfi m\u1ed1i quan h\u1ec7 r\u1ea5t ch\u1eb7t ch\u1ebd gi\u1eefa nh\u00e0 b\u00e1n l\u1ebb v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

77% ng\u01b0\u1eddi mua h\u00e0ng cao c\u1ea5p tr\u00ean to\u00e0n th\u1ebf gi\u1edbi \u0111\u1ed3ng \u00fd r\u1eb1ng h\u1ecd s\u1ebd mua m\u1ed9t s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 \u0111\u1ec3 c\u00f3 tr\u1ea3i nghi\u1ec7m tr\u1edf th\u00e0nh m\u1ed9t ph\u1ea7n c\u1ee7a c\u1ed9ng \u0111\u1ed3ng \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng xung quanh s\u1ea3n ph\u1ea9m \u0111\u00f3.<\/strong><\/span><\/p><\/blockquote>\n

Kh\u1ea3 n\u0103ng chia s\u1ebb l\u00fd do n\u00e0y cao h\u01a1n g\u1ea5p \u0111\u00f4i so v\u1edbi m\u1ee9c trung b\u00ecnh. Tuy nhi\u00ean, gi\u1edd \u0111\u00e2y, vi\u1ec7c \u0111\u00f3ng c\u1eeda c\u00e1c c\u1eeda h\u00e0ng th\u1ef1c \u0111\u00e3 bu\u1ed9c c\u00e1c nh\u00e0 b\u00e1n l\u1ebb sang tr\u1ecdng ph\u1ea3i thi\u1ebft l\u1eadp l\u1ea1i tr\u1ea3i nghi\u1ec7m v\u00e0 m\u1ed1i quan h\u1ec7 \u0111\u1ed9c \u0111\u00e1o n\u00e0y tr\u00ean m\u1ea1ng.<\/p>\n

M\u1eb7c d\u00f9 \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 l\u00e0 th\u00e1ch th\u1ee9c, nh\u01b0ng k\u1ebft qu\u1ea3 l\u00e0 c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 c\u1ee7a ng\u00e0nh cu\u1ed1i c\u00f9ng s\u1ebd \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n v\u00e0 c\u1ea3i thi\u1ec7n.<\/p>\n

Th\u00e0nh c\u00f4ng s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o vi\u1ec7c c\u00e1c nh\u00e0 b\u00e1n l\u1ebb c\u00e1c m\u1eb7t h\u00e0ng cao c\u1ea5p c\u00f3 s\u00e1ng t\u1ea1o nh\u01b0 th\u1ebf n\u00e0o trong vi\u1ec7c khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd mua m\u1ed9t ph\u1ea7n l\u1edbn h\u00e0ng h\u00f3a tr\u1ef1c tuy\u1ebfn. C\u00e1c ph\u01b0\u01a1ng ph\u00e1p c\u00f3 th\u1ec3 bao g\u1ed3m t\u1eeb c\u00e1c phi\u00ean mua s\u1eafm tr\u1ef1c tuy\u1ebfn, \u0111\u1ebfn giao ti\u1ebfp \u0111\u01b0\u1ee3c c\u00e1 nh\u00e2n h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/a> gi\u1eefa ng\u01b0\u1eddi qu\u1ea3n l\u00fd v\u00e0 kh\u00e1ch h\u00e0ng th\u01b0\u1eddng xuy\u00ean. T\u00f9y thu\u1ed9c v\u00e0o c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 tr\u1ef1c tuy\u1ebfn c\u1ee7a h\u1ecd ngang b\u1eb1ng ho\u1eb7c s\u00e1nh ngang v\u1edbi tr\u1ea3i nghi\u1ec7m t\u1ea1i c\u1eeda h\u00e0ng.<\/p>\n

\"Cu\u1ed3ng<\/p>\n

\u1ea2nh h\u01b0\u1edfng c\u1ee7a COVID-19 \u0111\u1ed1i v\u1edbi du l\u1ecbch \u0111ang c\u00f3 nh\u1eefng \u1ea3nh h\u01b0\u1edfng nghi\u00eam tr\u1ecdng \u0111\u1ed1i v\u1edbi ng\u00e0nh h\u00e0ng s\u1ea3n ph\u1ea9m cao c\u1ea5p v\u00e0 c\u00e1c k\u00eanh k\u1ef9 thu\u1eadt s\u1ed1 l\u00e0 y\u1ebfu t\u1ed1 then ch\u1ed1t \u0111\u1ed1i v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111ang t\u00ecm c\u00e1ch v\u1ef1c d\u1eady l\u0129nh v\u1ef1c kinh doanh \u0111\u00e3 m\u1ea5t n\u00e0y.<\/p>\n

C\u1eeda h\u00e0ng sang tr\u1ecdng truy\u1ec1n th\u1ed1ng hi\u1ec7n nay \u0111\u00e3 tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn \u1edf c\u00e1c s\u00e2n bay.\u00a0N\u0103m ngo\u00e1i,\u00a0Olivier Bottrie\u00a0, Gi\u00e1m \u0111\u1ed1c kinh doanh b\u00e1n l\u1ebb du l\u1ecbch to\u00e0n c\u1ea7u c\u1ee7a Est\u00e9e Lauder Co.<\/a> cho bi\u1ebft \u201ckhi m\u1ed9t c\u1eeda h\u00e0ng b\u00e1ch h\u00f3a bi\u1ebfn m\u1ea5t, \u0111\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t th\u1ea3m h\u1ecda l\u1edbn.\u00a0Nh\u01b0ng n\u1ebfu m\u1ed9t s\u00e2n bay l\u1edbn bi\u1ebfn m\u1ea5t, \u0111\u00f3 s\u1ebd l\u00e0 m\u1ed9t th\u1ea3m h\u1ecda l\u1edbn \u201d.<\/p>\n

Do \u0111\u00f3, xu h\u01b0\u1edbng hi\u1ec7n di\u1ec7n tr\u00ean internet l\u00e0 t\u1ea5t y\u1ebfu v\u00e0 s\u1ebd ti\u1ebfp t\u1ee5c k\u00e9o d\u00e0i sau khi \u0111\u1ea1i d\u1ecbch k\u1ebft th\u00fac. \u0110i\u1ec1u n\u00e0y kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 s\u1ef1 k\u1ebft th\u00fac c\u1ee7a c\u1eeda h\u00e0ng truy\u1ec1n th\u1ed1ng, m\u00e0 l\u00e0 s\u1ef1 bao tr\u00f9m c\u1ee7a m\u1ed9t t\u01b0\u01a1ng lai \u0111a k\u00eanh.<\/p>\n

Tr\u00ean to\u00e0n c\u1ea7u, trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 tr\u00ec ho\u00e3n vi\u1ec7c mua c\u00e1c m\u1eb7t h\u00e0ng cao c\u1ea5p v\u00ec d\u1ecbch b\u1ec7nh b\u00f9ng ph\u00e1t, h\u01a1n m\u1ed9t n\u1eeda s\u1ebd mua nhi\u1ec1u m\u1eb7t h\u00e0ng tr\u1ef1c tuy\u1ebfn h\u01a1n \u0111\u1ec3 \u0111\u01b0\u1ee3c giao h\u00e0ng t\u1eadn nh\u00e0 khi n\u00f3 k\u1ebft th\u00fac.<\/p>\n

\u0110i\u1ec1u n\u00e0y c\u0169ng s\u1ebd gi\u00fap c\u00e1c nh\u00e0 b\u00e1n l\u1ebb ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng Trung Qu\u1ed1c m\u1edbi n\u1ed5i c\u1ee7a h\u1ecd hi\u1ec7u qu\u1ea3 h\u01a1n;\u00a0\u0111\u00e1ng ch\u00fa \u00fd nh\u1ea5t l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u1edf c\u00e1c t\u1ea7ng th\u1ea5p h\u01a1n c\u00f3 th\u1ec3 kh\u00f4ng c\u00f3 c\u1eeda h\u00e0ng g\u1ea7n \u0111\u00f3 v\u00e0 nh\u1eefng ng\u01b0\u1eddi thu\u1ed9c th\u1ebf h\u1ec7 millennials v\u1ed1n \u0111\u00e3 r\u1ea5t tho\u1ea3i m\u00e1i v\u00e0 \u0111\u00e1nh gi\u00e1 cao s\u1ef1 ti\u1ec7n l\u1ee3i c\u1ee7a vi\u1ec7c mua h\u00e0ng tr\u1ef1c tuy\u1ebfn.<\/p>\n

Marketer, doanh nghi\u1ec7p kinh doanh s\u1ea3n ph\u1ea9m cao c\u1ea5p n\u00ean l\u00e0m g\u00ec?<\/h3>\n

\u0110i\u1ec1u quan tr\u1ecdng c\u1ea7n l\u01b0u \u00fd \u1edf \u0111\u00e2y l\u00e0 b\u00e2y gi\u1edd l\u00e0 th\u1eddi gian \u0111\u1ec3\u00a0x\u00e2y d\u1ef1ng, ph\u00e1t tri\u1ec3n th\u01b0\u01a1ng hi\u1ec7u<\/a> v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, \u0111\u1eb7c bi\u1ec7t l\u00e0 \u0111\u1ed1i v\u1edbi ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng cao c\u1ea5p.<\/p>\n

R\u00f5 r\u00e0ng r\u1eb1ng nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 tr\u00ec ho\u00e3n vi\u1ec7c mua c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p c\u00f3 kh\u1ea3 n\u0103ng cao h\u01a1n \u0111\u1ebfn 60% so v\u1edbi m\u1ee9c trung b\u00ecnh \u0111\u1ec3 n\u00f3i r\u1eb1ng h\u1ecd s\u1ebd “th\u01b0\u1edfng” cho c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 gi\u1eef li\u00ean l\u1ea1c v\u1edbi h\u1ecd trong th\u1eddi gian kh\u1ee7ng ho\u1ea3ng b\u1eb1ng kho\u1ea3n chi ti\u00eau c\u1ee7a h\u1ecd khi d\u1ecbch b\u1ec7nh k\u1ebft th\u00fac (28%).<\/p>\n

Do \u0111\u00f3, vi\u1ec7c thi\u1ebft l\u1eadp m\u1ed1i quan h\u1ec7 tr\u1ef1c tuy\u1ebfn m\u1ea1nh m\u1ebd v\u1edbi c\u00e1c kh\u00e1ch h\u00e0ng sang tr\u1ecdng kh\u00f4ng ch\u1ec9 l\u00e0 \u0111i\u1ec1u ki\u1ec7n c\u1ea7n cho tr\u1ea3i nghi\u1ec7m mua h\u00e0ng sau b\u00f9ng ph\u00e1t m\u00e0 c\u00f2n l\u00e0 \u0111i\u1ec1u ki\u1ec7n ti\u00ean quy\u1ebft cho s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1edfi m\u1ed9t th\u1ef1c t\u1ebf \u0111\u00f3 l\u00e0 trong qu\u00e1 tr\u00ecnh di\u1ec5n ra d\u1ecbch b\u1ec7nh, h\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay \u0111\u1ed5i r\u1ea5t nhi\u1ec1u, c\u00e1c \u01b0u ti\u00ean v\u00e0 l\u1ef1a ch\u1ecdn c\u0169ng b\u1ecb thay th\u1ebf b\u1edfi c\u00e1c s\u1ea3n ph\u1ea9m, th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c ph\u00f9 h\u1ee3p h\u01a1n v\u00e0 nh\u1eefng thay \u0111\u1ed5i \u0111\u00f3 s\u1ebd ti\u1ebfp t\u1ee5c duy tr\u00ec ngay khi h\u1ebft d\u1ecbch. N\u1ebfu kh\u00f4ng gi\u1eef g\u00ecn v\u00e0 gi\u00e0nh l\u1ea5y kh\u00e1ch h\u00e0ng, b\u1ea1n s\u1ebd m\u1ea5t h\u1ecd!<\/p>\n

Xem th\u00eam: B\u00e1o c\u00e1o v\u00e0 insight kh\u00e1ch h\u00e0ng ti\u00eau d\u00f9ng cao c\u1ea5p<\/a> m\u1edbi nh\u1ea5t<\/strong><\/p>\n

C\u00e2n \u0111\u1ed1i gi\u1eefa “kh\u1ea3 n\u0103ng chi tr\u1ea3” v\u00e0 “s\u1ef1 sang tr\u1ecdng”<\/strong><\/h2>\n

N\u0103m ngo\u00e1i, Global web index \u0111\u00e3 \u0111\u01b0a ra b\u00e1o c\u00e1o r\u1eb1ng c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p c\u00f3 gi\u00e1 c\u1ea3 v\u1eeba ph\u1ea3i \u0111\u00e3 v\u00e0 \u0111ang c\u00f3 t\u00e1c \u0111\u1ed9ng nghi\u00eam tr\u1ecdng \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp c\u1eadn th\u1ecb tr\u01b0\u1eddng c\u1ee7a nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u cao c\u1ea5p (7). Xu h\u01b0\u1edbng n\u00e0y \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111\u1ea9y nhanh b\u1edfi c\u00e1c t\u00e1c \u0111\u1ed9ng kinh t\u1ebfc\u1ee7a COVID-19.<\/p>\n

C\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p c\u00f3 gi\u00e1 ph\u1ea3i ch\u0103ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u0111\u1eb7c tr\u01b0ng b\u1edfi ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u00ecm ki\u1ebfm \u0111\u1ecba v\u1ecb g\u1eafn li\u1ec1n v\u1edbi s\u1ef1 sang tr\u1ecdng, m\u00e0 kh\u00f4ng mu\u1ed1n chi ti\u00eau cho nh\u1eefng th\u1ee9 qu\u00e1 \u0111\u1eaft ti\u1ec1n.<\/p>\n

Trong s\u1ed1 nh\u1eefng ng\u01b0\u1eddi mua h\u00e0ng xa x\u1ec9, 89% n\u00f3i r\u1eb1ng \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i c\u1ea3m th\u1ea5y \u0111\u01b0\u1ee3c \u0111\u1ed3ng nghi\u1ec7p t\u00f4n tr\u1ecdng – h\u1ecd c\u00f3 kh\u1ea3 n\u0103ng n\u00f3i \u0111i\u1ec1u n\u00e0y cao g\u1ea5p 1,28 l\u1ea7n m\u1ee9c trung b\u00ecnh.<\/p>\n

Khi nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u00ecm ki\u1ebfm \u0111\u1ecba v\u1ecb c\u1ea3m th\u1ea5y nh\u1eefng t\u00e1c \u0111\u1ed9ng t\u00e0i ch\u00ednh c\u1ee7a d\u1ecbch b\u1ec7nh, ch\u00fang ta c\u00f3 th\u1ec3 th\u1ea5y h\u1ecd b\u1eaft \u0111\u1ea7u chuy\u1ec3n sang c\u00e1c ph\u01b0\u01a1ng \u00e1n thanh to\u00e1n v\u00e0 l\u1ef1a ch\u1ecdn thay th\u1ebf sang c\u00e1c s\u1ea3n ph\u1ea9m cao c\u1ea5p c\u00f3 gi\u00e1 c\u1ea3 ph\u1ea3i ch\u0103ng h\u01a1n.<\/p>\n

\"xu<\/p>\n

Tr\u00ean to\u00e0n c\u1ea7u, c\u1ee9 10 ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00ec c\u00f3 3 ng\u01b0\u1eddi \u0111\u00e3 tr\u00ec ho\u00e3n vi\u1ec7c mua c\u00e1c m\u1eb7t h\u00e0ng cao c\u1ea5p\u00ec COVID-19. 54% h\u1ecd n\u00f3i r\u1eb1ng h\u1ecd s\u1ebd t\u00ecm ki\u1ebfm c\u00e1c t\u00f9y ch\u1ecdn thanh to\u00e1n linh ho\u1ea1t trong qu\u00e1 tr\u00ecnh d\u1ecbch b\u1ec7nh v\u1eabn ti\u1ebfp t\u1ee5c.<\/p>\n

Ngo\u00e0i ra, ch\u1ec9 15% n\u00f3i r\u1eb1ng h\u1ecd s\u1ebd mua nh\u1eefng m\u00f3n h\u00e0ng m\u00e0 h\u1ecd mu\u1ed1n ban \u0111\u1ea7u v\u1edbi gi\u00e1 \u0111\u1ea7y \u0111\u1ee7, trong khi 40% s\u1ebd \u0111\u1ee3i khuy\u1ebfn m\u00e3i v\u00e0 23% s\u1ebd t\u00ecm ki\u1ebfm c\u00e1c l\u1ef1a ch\u1ecdn r\u1ebb h\u01a1n t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c.<\/strong><\/p>\n

\u0110\u1ed1i v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi, m\u1ed9t m\u00f3n h\u00e0ng xa x\u1ec9 l\u00e0 m\u1ed9t \u0111\u1ea1i di\u1ec7n thi\u1ebft y\u1ebfu c\u1ee7a \u0111\u1ecba v\u1ecb. Tuy nhi\u00ean, COVID-19 \u0111ang bu\u1ed9c nhi\u1ec1u ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u1ea3i th\u1ef1c d\u1ee5ng h\u01a1n khi th\u1ef1c hi\u1ec7n c\u00e1c giao d\u1ecbch n\u00e0y.<\/strong><\/span><\/p><\/blockquote>\n

Marketer, doanh nghi\u1ec7p kinh doanh s\u1ea3n ph\u1ea9m cao c\u1ea5p n\u00ean l\u00e0m g\u00ec?<\/h3>\n

R\u00f5 r\u00e0ng r\u1eb1ng, s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n s\u1ebd b\u1ecb ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay th\u1ebf b\u1ea5t c\u1ee9 l\u00fac n\u00e0o, s\u1ef1 thay \u0111\u1ed5i trong h\u00e0nh vi n\u00e0y kh\u00f4ng lo\u1ea1i tr\u1eeb \u0111\u1ed1i v\u1edbi c\u1ea3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u cao c\u1ea5p \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u0103n \u0111\u00f3n.\u00a0Do \u0111\u00f3, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ea7n ph\u1ea3i xem x\u00e9t c\u00e1ch h\u1ecd mang l\u1ea1i s\u1ef1 sang tr\u1ecdng h\u1ee3p t\u00fai ti\u1ec1n h\u01a1n cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng, trong khi v\u1eabn \u0111\u00fang v\u1edbi gi\u00e1 tr\u1ecb v\u00e0 m\u1ee5c \u0111\u00edch c\u1ee7a h\u1ecd.<\/strong><\/p>\n

V\u1edbi mong mu\u1ed1n \u0111\u1ed3ng h\u00e0nh v\u00e0 h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi d\u1ecbch b\u1ec7nh, DTM Consulting c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n th\u00f4ng qua tri\u1ec3n khai\u00a0 Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 insight kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n v\u1edbi chi ph\u00ed t\u1eeb 20 tri\u1ec7u \u0111\u1ed3ng<\/a><\/strong><\/p>\n

S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a ng\u00e0nh ti\u00eau d\u00f9ng cao c\u1ea5p<\/strong><\/h2>\n

Kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn COVID-19 \u0111\u00e3 c\u00f3 t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn ng\u00e0nh c\u00f4ng nghi\u1ec7p xa x\u1ec9.\u00a0Tuy nhi\u00ean, n\u00f3 c\u0169ng khuy\u1ebfn kh\u00edch c\u00e1c xu h\u01b0\u1edbng m\u1edbi n\u1ed5i ph\u00e1t tri\u1ec3n nhanh h\u01a1n.<\/p>\n

Nh\u1edd nh\u1eefng xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng gia t\u0103ng n\u00e0y, h\u1ea1ng sang \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb s\u1ebd ph\u1ee5c h\u1ed3i tr\u1edf l\u1ea1i – \u0111\u1eb7c bi\u1ec7t l\u00e0 \u1edf c\u00e1c khu v\u1ef1c tr\u1ecdng \u0111i\u1ec3m nh\u01b0\u00a0 khu v\u1ef1c ch\u00e2u \u00c1 Th\u00e1i B\u00ecnh D\u01b0\u01a1ng, n\u01a1i c\u00f3 nhu c\u1ea7u cao nh\u1ea5t.<\/p>\n

Ngo\u00e0i vi\u1ec7c ch\u00fa \u00fd tr\u01b0\u1edbc th\u1eddi k\u1ef3 b\u00f9ng ph\u00e1t, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u00ean xem x\u00e9t c\u00e1c c\u00e1ch ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u1edbi, thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c, m\u00f4 h\u00ecnh v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau n\u1ebfu c\u1ea7n. Ngo\u00e0i ra, b\u1ea1n c\u0169ng n\u00ean c\u00e2n nh\u1eafc vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c k\u00eanh tr\u1ef1c tuy\u1ebfn, \u0111\u1ed3ng th\u1eddi \u0111\u00e1nh gi\u00e1 nh\u1eefng c\u00e1ch t\u1ed1t nh\u1ea5t \u0111\u1ec3 mang \u0111\u1ebfn cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eefng s\u1ea3n ph\u1ea9m cao c\u1ea5p gi\u00e1 c\u1ea3 ph\u1ea3i ch\u0103ng h\u01a1n.<\/p>\n

Tham kh\u1ea3o:\u00a0Isaac Hopkins<\/p>\n

(1) https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/ar\/Documents\/Consumer_and_Industrial_Products\/Global-Powers-of-Luxury-Goods-abril-2019.pdf<\/p>\n

(2) https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/featured%20insights\/china\/how%20young%20chinese%20consumers%20are%20reshaping%20global%20luxury\/mckinsey-china-luxury-report-2019-how-young-chinese-consumers-are-reshaping-global-luxury.ashx<\/p>\n

(3) https:\/\/brandequity.economictimes.indiatimes.com\/news\/business-of-brands\/luxury-product-market-in-india-to-grow-10-15-in-next-three-years\/67957572<\/p>\n

(4) https:\/\/www.bain.com\/insights\/luxury-after-coronavirus\/<\/p>\n

(5) https:\/\/blog.globalwebindex.com\/chart-of-the-week\/china-tiers-2020\/<\/a><\/p>\n

(6) https:\/\/www.scmp.com\/business\/article\/3044549\/chinas-big-spending-millennials-and-gen-z-help-chanel-lvmh-and-other<\/a><\/p>\n

(7) https:\/\/blog.globalwebindex.com\/chart-of-the-week\/luxury-market-2019\/<\/a><\/p>","protected":false},"excerpt":{"rendered":"

M\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u bi\u1ebft Italia l\u00e0 qu\u00ea h\u01b0\u01a1ng c\u1ee7a s\u1ed1 l\u01b0\u1ee3ng th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng cao c\u1ea5p l\u1edbn nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi (1). Trong khi Trung Qu\u1ed1c l\u00e0 n\u01b0\u1edbc ti\u00eau th\u1ee5 l\u1edbn nh\u1ea5t trong ng\u00e0nh – chi\u1ebfm 1\/3 chi ti\u00eau to\u00e0n c\u1ea7u (2) cho h\u00e0ng cao c\u1ea5p trong n\u0103m 2018. C\u1ea3 […]<\/p>","protected":false},"author":20,"featured_media":13564,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74,125],"tags":[647,644,656,651,652,672,674],"class_list":["post-13555","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","category-viet-nam-insights","tag-branding","tag-chien-luoc-marketing","tag-insights-khach-hang","tag-nghien-cuu-thi-truong-tag","tag-phan-tich-du-lieu-tag","tag-san-pham","tag-thuong-hieu",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/13555","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\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=13555"}],"version-history":[{"count":15,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/13555\/revisions"}],"predecessor-version":[{"id":15513,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/13555\/revisions\/15513"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/13564"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=13555"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=13555"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=13555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}