Good gifts need to fit the customer's lifestyle

16/04/2024

In today's era of unlimited business opportunities, gift companies should focus their research direction on exploring "customers' lifestyles." For gift purchasers, their demand for gifts should also fully consider the lifestyles of the gift users, rather than only the spiritual and cultural needs of the purchasing enterprises. Nowadays, customers have become increasingly discerning and harder to understand, so we need to try to identify customers' lifestyles. For gift companies, the birth of each product should consider the true demands of customers' humanity and lifestyles; this is a critical issue that the current gift industry needs to contemplate.

Good gifts need to fit the customer's lifestyle

It is certain that good gifts must be built on the foundation of "lifestyle." The emergence of the consumption chain in the gift industry is bound to disrupt traditional marketing rules. In today's era, obsolete commercial principles have been overturned by lifestyles, and the 4P marketing model has been replaced by the 4C model. We can see that customer demand, cost considerations, purchasing convenience, and interaction and communication between brands and consumers have become key factors influencing enterprises. The product development and marketing models of companies have entered an era dominated by customers.

For the gift industry, lifestyle has become an important factor in customers' decision-making choices. Previously, from the perspective of enterprises, products were independent of each other. However, now, from the perspective of customers' lifestyles, subtle changes have occurred in the market consumption chain, forming interdependent relationships between products and between industries, constructing a fascinating consumption chain. Previously, products determined customers, but now customers' lifestyles determine the gift consumption chain.

This consumption chain, hidden beneath lifestyles, connects previously unrelated products, forming a new gift consumption chain. For example, when a customer purchases an SUV, it represents the emergence of a series of potential consumption demands. Firstly, it signifies a demand for outdoor products, such as camping and leisure supplies, while also giving rise to automotive-related gifts, like emergency tools and car accessories. Secondly, it also indicates the emergence of supporting services at gas stations, where the act of refueling stimulates potential demand for gift redemptions through gas card points.

Moreover, when a customer buys a mobile phone and uses a credit card for payment, the bank's credit card department has already counted this consumption towards the accumulation of points for gift redemption. At the same time, this also generates demand related to promotional gifts for the mobile phone. Additionally, the customer becomes a client of the telecommunications operator, enjoying gifts redeemed through call charges points. In other words, the purchase of an SUV and a mobile phone triggers a series of gift consumption behaviors, connecting originally unrelated products or industries, forming the consumption chain of the gift industry.

There is no doubt that the reason this gift consumption chain can form permutations and combinations is that it is composed of a lifestyle. Only by viewing from the perspective of customers' lifestyles can we discover the existence of these consumption relationships. Therefore, any gift that is detached from lifestyle cannot be called a good gift. More seriously, when a product does not align with customers' current lifestyles, those products, defined as good by enterprises, are actually viewed as surplus products in the eyes of customers.

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