Based on consumer behaviour research and insights, last year we shared that Hylink’s own DCD tool (Consumption driver tool) has been applied to the handy category and figured out the in-depth consumption trigger from the Chinese consumers. More info can be found here: https://www.linkedin.com/posts/hylink-de_tracking-kompetenzen-smartphone-activity-6996426836243013633-mPRf?utm_source=share&utm_medium=member_ios
To continue assisting our client’s brand and business growth, our team continued to apply the DCD tool to the athletic shoe industry. Key takeaways here to share with you:
#1 Products with different pricing categories will ensure the local target audiences’ multi-needs. For example, Nike has successfully generated the consumption of lower-price products with the reason of more intrinsic triggers (shoes’ function and brand recognition) and the higher price products with the external stimulus (bandwagon effect )
#2 Top four criteria comprise the consumption trigger: #TECHNOLOGY, #FASHION, #PROFESSIONALISM and #BRAND. Plus, the #PRICE also has an impact.
#3 The unit price above 800rmb (108euro) see an apparent consumption preferences. Consumers pay more attention to #Technology and #Function instead of #Fashion and #Style. It indicates that with the higher pricing, the innovative and high-tech features will be more attractive to the audience with strong buying power.
#4 Different consumption triggers exit also due to the four types of audience groups (beginners, fashion-oriented lovers, regular sports persons and sports enthusiasts). Sports enthusiasts, for instance, amateur basketball players, prefer to be considered through the sports field; therefore, they consider the recognition and group exchanging values as two essential points.
What will be the main consumption triggers in your brand category or industries? With our DCD tool, we are looking forward to working together with more diversified industries, especially the highly competitive categories, to explore and develop a higher effective brand growth solution.
