华航盛 Greatarmo News

Current situation of consumer groups in American market

High family housing area supports scene consumption, and Z era is the core group of online consumption.

As one of the major countries in economically developed markets, American families have high family housing area and relatively high-frequency housing change scenarios. "Household cleaning category" in small household appliances marketHas a strong supporting role. Judging from the age group characteristics of online shopping, Z era, as the core consumer group, is diversified in the marketing realization of social media.In the context of consumer demand, such subdivided items as ovens/grills corresponding to outdoor social activities and electric toothbrushes corresponding to smart consumption all have higher product acceptance.

Current situation of American market channels:

The growth rate of online channels is obviously concentrated in market share, and offline channels are an important direction of long-term localization.

During the epidemic period, the online retail market share in the United States increased obviously, but from the perspective of the actual retail channels in the domestic market in the United States, Wal-Mart, Costco, Home.The traditional retail channel represented by Debao is still an important brand distribution subject. At the same time, considering that the small household appliances industry has also started to advance from "Made in China" to "China Brand",Therefore, under the omni-channel operation trend around product long-term service and brand localization marketing, traditional retail channels are also the core direction that cannot be ignored.

Current situation of American marketing:

Generation Z has the highest proportion of social media advertising marketing, and the head platform has both scale effect and consumption potential.

Combined with the above analysis of the characteristics of American consumer groups, the future potential of small household appliances consumption is mainly concentrated in the Z era group. At the same time, combining different social media platforms, their different income groupsThe distribution of the body (mainly divided into high, medium and low groups) and the influence of its related user base can be found that the head platform has stronger flexibility and space for marketing realization.