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China is a formal state, advocating "courtesy on one side only lasts not" since ancient times, a population of 1.3 billion gift market has a huge market capacity and the growth space. According to relevant data show that China's present consumption of more than 60 billion yuan a year, and with China's wto accession and shen ao4 success and people living standard rise, present market will be in a long period of stable growth. In such a background, the planning of product gift concept has become each big manufacturers are following marketing trend. To some extent, the product of gift concept need to be able to guide the consumer trend, cater to consumer demand. Holiday gift market consumer psychology is a very worthy of study area, in the process of research must be combined with the background of the consumer, dialysis, buried in the consumption of the motivations behind consumer behavior and consumer psychology, mining present consumption market opportunity, strategic thinking and policy support to enterprises' market. Gift industry background and the present situation analysis One, the late start, development soon The development of China's gift arose in the reform and opening up, compared with the world started late, but development speed, is driven on the domestic and foreign markets. According to incomplete statistics, China gift more than the industry average annual growth of 12%, higher than three percent. 2006 annual output value of about 180 billion - 180 billion yuan or so. More than 80% gift production enterprises concentrated in guangdong, zhejiang, fujian, Beijing, Shanghai, jiangsu and other coastal economically developed regions, yiwu, cangnan some tangible market has become a gift trading center (including crystal gifts, etc.). At present, the total number of national production enterprise for more than 1 m, mostly private enterprises, and has a strong economic vitality. Enterprise scale expanding, appeared a batch of large crystal handicraft production enterprises, some enterprises annual production has more than $5. Chinese exports gift bigger and bigger, foreign gifts main consumer of gifts has 70-80% from China. The mainstream of Chinese products has become a gift market. In gift products, many varieties of products made in China share has become the first place, such as fashion jewelry, crystal gifts, picture frames, holiday lights, Christmas products, plush products, leisure products and so on. Second, the big market now or never Both at home and abroad market potential demand is very significant, global gift needs about $200 billion, including: the United States (40%), Europe (24.8%), Japan (8.7%), China only accounted for 5.8%; Present a large number of global market at the same time, China also faces potential challenges, mainly gift industry with the bottom of the threshold, labor-intensive, crystal handicrafts is relatively simple, nearly a year or two, some developing countries are also involved in production of gifts, has a potential influence on Chinese products. Third, seek development on boot Should be clear to see that China's gift industry in rapid development at the same time, also faces many problems and difficulties, mainly reflects in, uneven development between the eastern, most areas of the scale of production and means of production in a "weak, small and scattered" situation; Strength is weak, product development design, being short of personalization and rich cultural connotation, such as everybody saw in the in the present, the year of the tiger tiger gifts, lack of the charm of the market life cycle is very short; Weak consciousness of intellectual property rights, restricting the development of the domestic market, as a result, many entrepreneurs are worried. Clearly design a good product, but did not dare to put in the domestic market; Eager to strengthen industry management and guidance, establish self-discipline mechanism of industry management. |
