Covid-19 has hit the economy hard with the consumer sector bearing the brunt. But at the same time, the expansion of new consumption has played a role in helping enterprises resume work and production. Retail sales fell 7.5 per cent year on year in mainland China in April, 8.3 percentage points less than in March. This indicates that with the continuous economic recovery and resumption of work and production, the main trend of market expansion and structural upgrading in mainland China has not changed. The evaluation of retaliatory consumption is not necessarily accurate, but “retaliatory consumption” is affirmative.
The economy is improving, but the much-anticipated 800 billion yuan fund for “retaliatory consumption" has not yet come, but retaliatory sales updates are all over people’s thoughts. It can be seen that "the lack of money and the urgent need to generate income" is already a phenomenal problem that plagues the main consumer groups in China. The reduction in income caused by the epidemic has allowed consumers to instantly enter a super calm state of "do not buy anything and you will save 100%" from the earlier "buy, buy, buy" mode. But what people did not expect was that under the dual pressure of the current epidemic situation and the economy, even the consumption of "lipstick", which symbolizes the economic downturn, was reduced (because the mask covers the face). The lipstick economy is not prominent, but the potato effect appears.
After a long time of "being housed" during the epidemic, consumers’ demand for games and entertainment has opened up an online mode, and entertainment forms such as online games, mobile games, live streaming, and videos have poured into people's lives like flooding. As offline terminals, entertainment venues have also tried to save themselves online through grabbing dolls and other online entertainment, actively learning and using the hottest and most popular Internet tools, and looking forward to winning players as soon as possible. However, to use the two strategies of introduction of “flow thinking” and "attracting" players, you also need to learn the "mind" method, that is, the new changes and trends in consumer psychology after the epidemic. Customers will not be active and stay for no reason; you must have some value for the users before they are willing to remain. Find the reason behind it, and use it as the focus, users will not easily change their minds, and the subsequent guidance will be logical. Only by understanding users' mind, can we grasp users' attention and "lead" them to the venues, and adjust the product mix of the site to "keep" them.
The baptism of disasters makes people pay more attention to life and family, and to help disadvantaged communities through mutual assistance and mutual love. The concept of public welfare consumption has become more and more prominent. Consumers will be very concerned about the public welfare image of their venues, and they will also show their love for society in their circles through the Internet. In the operation planning of the amusement park, operators should have thoughts on creating their own public welfare image, echoing the inner needs of consumers to pay attention to public welfare, and striving for consumer recognition, in an effort to make them loyal fans. After staying at home for long stretches of time, the post-90s, the main consumer group, are anxious to reactivate the reunion mode. Two-player, multi-player games and booth games and other types of interactive games will regain the popularity they once had. The stress for parents is their children being home also urgently needs to be released. Sports facilities and game machines will be well-received, and the popularity of parent-child interaction products will increase.
Only by understanding the minds of consumers after the epidemic, can we better reactivate the mode of entertainment "gathering"!
※The article is published in the GTI Magazine Issue No. 187 in June 2020 |