In business, all services and products are oriented to a certain segment of customer group. Targeting and positioning is very pivotal in determining all attributes of things the company provides. For that reason, the trend of customer characteristics such as shopping habits, interests, factors influencing their purchase and so on. Not only marketing but R&D also is eager to keep up with the current stream in the market and society.
The statistic department of government reported the consumer trend in Korea for 2008. The results are from the national statistics on society, population and consumptions, so those turned into the Korean consumer trend in 2008 consisting of seven outstanding consumer groups. Thus, the report just released offers a fairly accurate trend of consumer for any people who are sensitive to it based on the national statistics. Besides, it should be very useful to develop the new R&D by targeting correctly.
* The term “Bluesumer” should be clarified for those who are so unfamiliar with this word. Bluesumer is a combined term of Blue Ocean and consumer. In other words, it can be explained as a consumer who is highly adaptable to a new product and leading the trend of consumption.
Note the table and list of Bluesumer 7 below. I would like to take you through all groups briefly rather than looking at each of them deeply.
- Statistics: First kids were born at 53.5% of total born babies. The increasing cost of raising kids burden working parents, thereby many parents are more likely to have only one child. Instead, they pour out their affection to the only child through exclusive services and goods for their children. Popularity of Norwegian perambulator costing 1000 dollars and the top hotel for the baby’s first birthday shows its trend clearly.
- Expected successful business: Fund designed for kids / Health machines / Hair dress shop/ Emotional play school
2. Almost Rich 2030
- Statistics: 66.7% of people at the age of 25~30 own cars, 49% of the same age group people own the luxury goods. As a result, this consumption pattern results in popularized luxury goods called masstige (Mass+Prestige).
- Expected successful business: reasonably priced imported cars, masstige products.
3. Passionate Senior
- The senior population over 50 years old spends the largest amount of money in entertaining services than any other age group.
- They also have traveled abroad with the largest number of people.
- Expected successful business: Plastic surgery, brain game, the special trip for the seniors, Opera
4. Married Romance
- The percentage of Married couple among the total population has been increased from 14.6% last year to currently 20.7%.
- 60% of senior married couple is not keen to live together with their children in their declining year.
- These group people value the time with their loved one and the memories made together: “Couple-centered generation”
- Expected successful business: Remind wedding, funds for a couple
5. At home dad
- The increasing number of dad is staying at home to take care of their children and take over domestic works from wives.
- The concept of responsibility for domestic work as women’s has shifted to the concept of it without prejudice.
- Expected successful business: Home-made weaning food machines, diaper bag for nursing dads.
6. Family-like Care
- Silver industries have spread over the reality. Caring jobs for the seniors requires more number of people working in this industry.
- On the other hand, as working parents are very common in Korean society, there are demands for looking after their children while they are at work.
- Expected successful business: Children tutor after school work, pet robots, a senior assistant for walking, a senior conversational partner
7. Scared Children
- The rate of children sex assault is ungracefully increasing.
- The growing number of missing children
- Expected successful business: Mobile tracking service, alarm, children security related insurance and guard service
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