What are the flow and features of the consumption trends, and the featured movement?

With the changing times, consumers' needs and values are changing.Although it is summarized as "consumption trend", it is the fact that both consumption style coexist.It is important to grasp the needs and values of consumers, consider the compatibility with their products and styles, and set a strategy.

本記事では、「コト消費」「トキ消費」「イミ消費」「エシカル消費」などの消費スタイルの紹介や背景、ビジネスでのポイントをご紹介します。ビジネスチャンス逃さないためにも、日本の消費ムーブメントの変化に触れておきましょう。

* In the "Founding Handbook" that writes this article, more fulfilling information is also explained in the thick "Founding Handbook / Printing Version".Please order it because you can get it for free.

Contents of this article

History of changes in consumption movement

This chapter introduces the history of changes in consumption movement.

What is goods consumption?

モノ消費は、新しい商品が生み出されては消費されていった、1970年代から80年代の高度経済成長期の消費ムーブメントです。

During the period of high economic growth, many people buy products such as home appliances and cars, and have found value in owning products.

Eventually, consumption increased by purchasing more convenient products and replacing products with excellent design.

The trend leads to purchases for high -end products and branded products that satisfy status and luxury.

そして、大量に作られたモノが溢れた時、消費者はモノではなく体験を求めるように消費スタイルが変化していきました。

As it consumes the hardware of the product, the shape of the shape remains at hand.

What is consumption?

1990年から2000年はコト消費がメインでした。

What is consumption?、モノ消費の流れを受けステータスや高級志向を満足させるための精神的な消費のことを指します。

ハードではなくソフトとして「体験」を消費することに関心が移っていったのです。

Instead of simply purchasing home appliances or luxury goods, experiences such as travel, gourmet, and lessons, and share them on Facebook, Instagram, and Twitter, etc.rice field.

In Koto Consumption, I was satisfied with empathy, praise, and envy, but I was able to simulate the experience of others on the Internet, and I felt the need to have the same experience again.More people who do not.

In addition, consumption was slowly reviewed, such as "SNS fatigue" who was tired of pursuing praise on SNS, and consideration for those who dislike appeal.

コト消費では定量化が不可能な形のない「想い出」や「人間関係」、そして「体験」などが購入されたのです。

モノ消費からコト消費へのシフトの具体例

The government emphasizes inbound and is focusing on expanding experienced tourist content.

Share the latest initiatives, such as providing new visual experiences while making full use of technologies such as VR and AR, and sharing the latest initiatives to local governments and tourism businesses, such as content to solve mysteries in Japan's unique facilities.I recommend.

These initiatives are often found not only in the country but also in local governments, and have a variety of support systems and a variety of support.

What is Toki Consumption?

博報堂生活総合研究所が2017年から提唱しはじめたのが「トキ消費」です。

トキ消費は、2010年から見られる消費トレンドで、人と一緒に生み出す「トキ」に参加したいという事象です。

In response to the experience of things, we will seek live, festivals, and crowdfunding that can only be enjoyed at that time or on the spot.

博報堂生活総合研究所では、トキ消費の3大要件を次のように定めています。その1：非現実性　時間や場所が限定されており同じ体験を2度とすることができないその2：参加性　不特定多数の人と感動や体験を分かち合うことができるその3：貢献性　盛りあがりに貢献していることを実感できる

What is Immi Consumption?

イミ消費は、ホットペッパーグルメ外食総研エヴァンジェリストである竹田クニさんが命名しました。

Immulant consumption is the same era as Toki consumption, and refers to consumption trends that have been seen since 2010, but the definition is slightly different from Toki consumption.

With the evolution of consumer values, we emphasize empathy and contributions to products and producers.

The consumption of "what you want (should you be?)" Is fundamentally, buys vegetables made with natural and gentle methods, and buy products that inherit history and culture.

つまり、「自らの消費行動が人のために役立つアクション」であることを求めているのです。

Incorporating the implication consumption does not mean that it is directly related to sales.

However, the consumption is for a company or store, and it can increase the number of fans who sympathize with the management philosophy.

In many cases, these fans supported companies and stores through crowdfunding due to corona.

Creating a point of contact with fans is one of the most important initiatives for smooth management.

What is Ethical Consumption?

SDGｓが注目を集める中で「エシカル消費」という言葉が広がってきました。

SDGS is an abbreviation of Sustainable Development Goals adopted by the United Nations Summit in September 2015.

It is composed of 17 goals and 169 targets with "no one left behind."

Ethical consumption refers to consumer behavior that considers people, society, environment, and regions.

Consumer behavior, which prioritized the conventional economy, had a variety of problems such as climate change and the loss of the diversity of living things.

Based on that reflection, it is a consumption behavior that does not only do not only yourself but also the people around you and the environment.

エシカル消費は、「人・社会」「環境」「地域」の3分野に分かれています。

People and society is to support people who need help, without working at low wages or child labor, etc., who are socially weak.

The environment is to improve the natural environment, without using water -quality pollution, natural resources too much or impairing the natural environment.

The region is to support local communities and local economies by conducting local production for local consumption and support consumption.

Global ethical consumption movement

Uyghur's forced labor issues attracted global attention, and Japanese companies were also involved.

The Uyghur is an Islamic ethnic minority, but has been deprived of the freedom of movement and religion in a factory in China and has been forced to work.

The announcement pointed out that 80,000 Uyghur was sent from the re -education camps in the Xinjiang Uyghur Autonomous Region in the two years of 2017 to 2019.

In response to this problem, the company that had been involved in the company had a worldwide commission, and was asked not only in the country but also on the human rights of the company.

Reference: Sustainable Brands JAPAN "Responding to the business and human rights of Japanese companies that require Uyghur's forced labor issues"

In order to make use of the consumption movement in the business with Corona evil as a spring

As the epidemic of the 5th and 6th and 6th waves and the new colon virus continues, it is important to know the changes caused by the corona in order to make use of the consumption movements in the business by using the corona as a spring.

The need for online toki consumption has dramatically increased due to the catastrophe.

コロナ禍により、オンラインライブやオンラインイベント・セミナーなど、オンライン型のトキ消費が注目を集め飛躍的にニーズが高まりました。

With the spread of online options as well as face -to -face, many people can participate regardless of where they live or time.

Online Toki consumption will continue to attract attention and increase needs.

注目したいモノ・コト・トキの循環

モノ・コト・トキは密接な関係性があります。

For example, assuming a live venue -The release of live venue -only goods will allow you to satisfy the special "Toki" of "things", "Koto", "Koto," and the venue limited.。

By making things and things into excites, and changing the ibis into things and things, you can create new ibis and value.

Changes caused by the impact of the corona consumption

Delivery, take -out and order, which attracted attention as dinner, eating out and shopping were restricted due to the emergency situation of the corona.

In the past, things that could only be purchased by visiting the store have made it easier to purchase because the number of stores that work on delivery and order has increased.

You can now buy products, items and services from companies that can sympathize with the management philosophy without having to go to a distant store.

In addition, many people may have reconsidered themselves during the self -restraint period of Corona, and reconsidered their consumption behavior.

こうした流れの中で、イミ消費がより身近になり、消費行動にも変化が生まれました。

EC site x Online customer service "Live Commerce"

コロナ禍で飛躍的に伸びたコンテンツのひとつに「ライブコマース」があります。

Live Commerce is a sales form in which users and distributors exchange videos online online, and users and distributors exchange in chat and comments.

By communicating with the distributors in real time, you can eliminate consumers' anxiety about products and services and guide them to EC sites.

Live Commerce's advanced countries are in China, introducing and selling products by influencers called KOL (KEY OPINION LEADER).

In China, imitation products were originally sold, and there were many users who were distrustful of the product.KOL, a reliable KOL in a live -commerce, has been able to dispel users' anxiety and increase sales.

日本ではInstagramが活用されており、「特定の人物（アカウント）が紹介するリンクから購入する」というルートを活用し売上をあげているケースが多くあります。また、SNSだけではなくネットショップなどでも取り入れられています。

Millennials that you want to pay attention to

The millennial generation, which was born after 2000, has been a digital native generation with Internet and digital devices since birth.

This generation is familiar with communication that values sympathy with other companies on SNS, etc., and emphasizes experience and experience rather than things and emphasizes empathy.

Currently, the Millennials are in their twenties and are in a thriving time, and can be said to be an important key to exploring future consumption movements.

summary

ご紹介したように消費ムーブメントは、時代や価値観の変化とともに変わっていきます。

In modern times, it is one of the important initiatives to share stories such as philosophy and thoughts, rather than simply making things like the period of high economic growth.

Facing your products and services and continuing your activities while valuing your philosophy will help fans who understand and sympathize even if the consumption movement changes.

For this reason, it is necessary not only to differentiate from competitors, but also to provide aggressive information dissemination.In many cases, not only initiatives on the Internet, but also thank -you lirers and seasonal greetings at the time of purchase are effective.

Take appropriate measures according to the target, create an appropriate contact, and build a relationship with customers.

消費ムーブメントの潮流を掴むだけではなく、ターゲットに応じて起業や店舗にあった施策を行うことが大切なポイントです。

(Edit: Founding Handbook Editorial Department)