Digitalization yakashandura maitiro edu ekutenga, asi shanduko iyi yave ichinyanya kuonekwa pakati peGeneration Z. Vaya vakazvarwa pakati pemakore ekuma90 nekutanga kwe2010 vakakura vakakomberedzwa ne teknolojia, vachiva vagari vechokwadi vedijiti uye kuchinja mitemo yemutambo muzvitoro zvepanyama uye zvepaIndaneti. Makambani, mhando, uye e-commerce mabhizinesi vanomanikidzwa kudzoreredza zvavanopa kuti vabatane, vatendese, uye vachengete iri rinoda uye rinogara richichinja boka.
Nyatsonzwisisa Sei Generation Z inotenga muzvitoro zvepamhepo Zvinopfuura zvakanyanya kuongorora manhamba ekutengesa: zvinosanganisira kuongorora zvavanokurudzira, zvinovanetsa, zvavanotya, zvavanokoshesa, zviteshi zvavanofarira, uye mabatiro avanoita nemhando. Omnichannel, pesvedzero yesocial media, kukurumidza, uye kufunga kwehunhu zvinongori zvimwe zvezvinhu zvakakosha zvinopesvedzera sarudzo dzavo dzekutenga. Kana chinangwa chako chiri chokutora pfungwa dzevechiduku ava, kuvachengeta, uye kuita kuti vadzoke, zvinokosha kuti unyatsonzwisisa zvavanenge vachitsvaka uye zvavari kuramba.
Ndivanaani vatengi veGeneration Z?
Chizvarwa Z chinoumbwa nevakomana nevasikana vanozvarwa vangangoita pakati 1997 uye 2012. Ndivo chizvarwa chekutanga chisina kungokura neinternet uye mafoni, asi chakajairisa kushandiswa kwavo kubva paudiki. Digital chikamu cheDNA yavo. 77% yevechidiki vari pakati pemakore gumi nematanhatu kusvika makumi maviri nemana muSpain vanotenga online., nhamba iri kuramba ichikwira gore negore, maererano neongororo dzichangoburwa dzemunyika nemunyika yose.
Chinhu chinonakidza ndechekuti kunyangwe vanhu vazhinji vachifarira kutenga online, ivo havarambe chiitiko chemuviri. Kupfuurisa 67% vanogara vachishanyira zvitoro zvenyama, mufananidzo wakafanana nouyo wezvimwe zvizvarwa. Iyo nuance ndeyekuti vechidiki ava vanoshandisa nzira dzese nenzira inowirirana uye yetsika. KuZ, rwendo rwekutenga ndirwo omnichannel: Vanodzidza, kunzvera, uye kuenzanisa online, asi vanonakidzwa nekubata, kuyedza, kana kutora chigadzirwa muchitoro chetsika kana zvichibvira.
Pamhepo uye zvisiri pamhepo zvekutenga maitiro: omnichannel uye phygital ruzivo
Iyo inonzi "phygital" chiitiko ndiyo yakakura maitiro muGeneration Z kutenga. Iri izwi, iro rinosanganisa iyo yenyama uye yedhijitari, inoratidza maitiro akasanganiswa eboka iri: kune zvigadzirwa zvemhando, iyo 52% vanosarudza chitoro chepamutemo, vachitsvaga kurapwa kwemunhu uye kwakananga, ukuwo kuwana akawanda-brand kana second-hand zvigadzirwa zvavanonyanya kusarudza misika yedhijitari seAmazon, Wallapop kana Vinted.
Vanoitei vasati vatenga? Zs usaende kunotenga zvekufungidzira. Vanoongorora, kuongorora uye kutsvaga ruzivo pamawebhusaiti, mapurogiramu uye kunyanya pasocial network. Ivo vanokoshesa maonero evadiki-vapesvedzera, mukurumbira wemhando, wongororo kubva kune vamwe vashandisi, uye pachena mukudzoka, kutumira, uye kubhadhara marongero. Dzidza kutenga kubva kuChatGPT Inogona kunge iri zano rinokubatsira kuti unzwisise zviri nani maitiro ako ekuita sarudzo. Micro-influencers vanoita basa rinokosha, sezvo pwere dzinovimba zvikuru avo vane nzanga duku, dzechokwadi zvikuru.
Chimwe chiitiko chinozivikanwa ndeye webrooming: tsika yekutsvaga zvigadzirwa pamhepo uye wozozvitenga muchitoro chenyama. Anenge imwe 34% yeGeneration Z inoita iyi mhando yemusanganiswa maererano nezvidzidzo zvakawanda. Maitiro aya anomanikidza makambani kuti ape isina musono uye inowirirana chiitiko mumatanho ese.
Social media: injini yekukurudzira uye kuwanikwa
Mapuratifomu ezvemagariro haasi kungoratidzira chete, asi simba rechokwadi rekufambisa kuseri kwekuwanikwa nekutenga sarudzo pakati pevechidiki. Maererano ne data yazvino, 70% yeGeneration Z inoita sarudzo dzekutenga zvichikonzerwa nezvavanoona pasocial media. se Instagram, TikTok kana Pinterest. Pano hausi kungowana zvigadzirwa, asiwo Ivo vanodyidzana zvakananga nemhando, kutora chikamu mukurarama kutenga, gamuchira chaiyo-nguva rutsigiro uye ona wongororo kana kurudziro kubva kune vezera ravo.
ari social shopping kana kutengeserana kwevanhu vari kukura pamwero we31% pagore, uye kupfuura 83% yeGeneration Z yakatenga kamwechete kuburikidza nesocial media. Kwavari, kutaurirana kwakananga, mameseji emunhu, uye nekukasira kusiyanisa zvinhu zvichienzaniswa nemaitiro echinyakare. Izvo zvakakoshawo kuratidza kusahadzika kwavo: nepo vachivimba nevanofurira, ivo vanokoshesawo huchokwadi uye vane hanya nezvekuchengetedzwa kwedata ravo.
Ndeapi marudzi ezvigadzirwa nemasevhisi anodiwa neGeneration Z?
Ichi chizvarwa chinoisa mari zvakanyanya mukati zvemagetsi, tekinoroji, fashoni, shangu uye kugara zvakanaka. Iyo yazvino data inoratidza kuti:
- 52% yeZs inotungamira kutengwa kwemagetsi nehunyanzvi (nharembozha, gadget, mitambo yemavhidhiyo)
- 37% vanoda hutano uye kugara zvakanaka (zvizoro, kuzvitarisira, mitambo)
- 50% kutenga zvipfeko uye shangu pamhepo pane zvimwe zvigadzirwa
- La kutenga zvigadzirwa zvakamboshandiswa (magetsi, zvipfeko, motokari) iri kuwedzera, ichikurudzirwa nezvose zviri zviviri kuchengetedza uye tsika uye kuziva kwezvakatipoteredza.
Mukuwedzera, the subscription model Iri kuwedzera pasi pakati pevechidiki, vanokoshesa zvakanakira kubhadhara mubhadharo wekuwana zvigadzirwa kana masevhisi (kutenderera, kutumira, kudzoserwa mari, nezvimwewo) uye kuwana mabhenefiti akasarudzika, senge zvideredzwa kana zvigadzirwa zvishoma.
Kubhadhara modhi uye zvinotarisirwa: kumhanya, kuchinjika, uye chengetedzo
Imwe yeanonyanya kukoshesa maitiro neGeneration Z ndeye chiriporipocho uye kuchinjika mukubhadhara. Nzira Tenga Ikozvino, Bhadhara Gare gare (BNPL) kana kuti "Tenga ikozvino, bhadhara gare gare" ine kushandiswa kwakabatanidzwa (kusvika ku62% vakatoishandisa) uye 44% vanosarudza iyi hurongwa nokuda kwekutenga kwavo nguva dzose. Izvo zvaunofarira zve digital wallets (zvakadai seBizum, Apple Pay kana Google Pay) zvakajeka: 82% vanozvishandisa uye kunyange 65% vaizosiya kutenga kana vakatadza kuwana nzira yekubhadhara yavanofarira..
Ethics, kuenderera mberi uye mutoro wemagariro muchisarudzo chekutenga
Generation Z ndechimwe chezvakawanda yakazvipira kutsika, zvakatipoteredza uye kururamisira tsika. Ivo havangode pachena chete kubva kumhando, asi 33% yaizomira kutenga kubva kukambani kana isingaenderane nehunhu hwavo, kunyanya panyaya dzakadai sekuchengetedza, kurapwa kwevashandi, rusaruraganda, uye kuenzana.
Kunetseka uku kunoturikira kuita tsika dzevatengi: vanotenga zvigadzirwa zvine mutoro (zvizora zvisina hutsinye, zvipfeko zvakadzokororwa, chikafu chevegan, nezvimwewo) uye vanosarudza wechipiri ruoko kuderedza tsoka yavo yezvakatipoteredza uye kuchengetedza mari. Mabhureki anotaurirana akatendeseka uye anoratidza kuzvipira kwavo anowana mapoinzi pakati peboka iri, iro rinotsvaga chokwadi uye kuenderana pakati pezvinotaurwa nezvaiitwa.
Kuvimbika, kuvimba, uye ruzivo rwemunhu: dambudziko idzva remhando
Kusiyana nezvizvarwa zvakapfuura, Young Z haina kunyanya kuvimbika kune mhando kunze kwetsika. Kuvimbika kwavo kunobva pakuvimba, ruzivo uye basa revatengi. Chirevo chePYMNTS Intelligence chinosimbisa izvozvo 43% yeZs inosarudza kutenga zvakananga kubva kumhando, kukoshesa kujeka uye kuvimba pamusoro pemutengo, kusiyana nemireniyumu kana vana boomers, vanokoshesa hupfumi.
Kuti uchengetedze vatengi ava, mabhureki anofanirwa kupfuura kuderedzwa uye kukwidziridzwa kamwe chete. Kutariswa kwakasarudzika, a agile uye akawanda chiteshi basa revatengi (kusanganisira live chat uye social media mhinduro) uye kugona kugadzirisa zvigadzirwa kana mameseji ndizvo zvakakosha pakuwana iyo inodiwa yekubatana kwemanzwiro. Wana mazano ekutenga zvisina njodzi uye kupa zviitiko zvakasiyana pawebhu mazano anounza vatengi vadiki pedyo.
Innovation: Mafomati matsva uye maitiro mukutenga online Z
Innovation chimwe chinhu chakakosha mukutenga equation yeZs. Mamwe emafomula akabudirira zvikuru ndeaya:
- Live Shopping: Rarama kutenga kuburikidza nesocial media uko vanofurira kana vatengesi pachavo vanoratidza uye kuyedza zvigadzirwa, vachipindura mibvunzo munguva chaiyo.
- Kutenga nenzwi: kushandiswa kwevabatsiri vakaita seAlexa, Siri kana Google Mubatsiri kutsvaga, kuenzanisa uye kutenga zvigadzirwa. Iye 68% vanofarira kugamuchira AI kurudziro kana vabatsiri vechokwadi, nepo vanopfuura hafu vatotenga nezwi.
- P2P (peer-to-peer) zvitoro: mhando dzisina vamiriri apo vatengi pachavo vanogona kutengesa nekutenga zvakananga, vachichinjana zviitiko, zvigadzirwa kana masevhisi, vachisimudzira nharaunda inodyidzana uye yakaganhurwa.
- Nzvimbo dzekutengesa dzepanyama: Nzvimbo dzinobatanidza iyo yemuviri uye chaiyo, inopa kuzorora, varaidzo, uye tekinoroji zviitiko, uko maZ anoenda kunotenga, kushamwaridzana, uye kugadzira zvedhijitari.
