Z世代消費行為觀察
楊惟雯
Z世代，一般被稱為Generation Z、Gen Z，是被定義為出生在1995-2012年之間，年齡在6-23歲，還正在校園或者剛剛步入職場這一年輕群體。
據稱，這群95後已經占了全球總人口1/4的席位，而在中國，95後的群體規模已接近2.5億。
在網路使用頻率上，95後和00後用戶則是最為活躍的一群人，已經超越80後的2.2億，成為中國互聯網的中堅力量。
在中國，這群95後近2.5億人的規模，和其他國家的同齡人相比，他們出手更闊綽。95後每月花費大約1314元，在此基礎上增加數百元，則幾乎與2015年全國人均水準可支配月收入（1830元）相當。如果任何零售企業對此新崛起的消費一代視而不見，那麼未來，主流消費群體將會與其擦身而過。
一、新登場的Z世代族群
隨著千禧一代逐漸老去，新登場的Z世代中，年歲最長的一批正在走出校園，邁入社會，加入勞動力大軍，成為勞動力的主力了。
另外，Z世代也是將來更大的消費群體，在今後二十年內，將成為消費的生力軍。
二、品牌年輕化
那麼，未來品牌商應當如何挖掘Z世代這個金礦？
據估計，“千禧一代” 和 “Z世代”’到2025年將占全球個人奢侈品市場的45%，這些年輕購物者也是購物貢獻最多市場增量的人群。
Z世代正在影響品牌商對行銷策略作出新的調整—-品牌年輕化已成為新命題。
未來哪家企業贏得了Z世代年輕人，就會獲得長期增長。沒有一個品牌希望在爭奪年輕消費者的競爭中被邊緣化，對時尚奢侈品行業而言亦是如此。
三、Z世代消費行為的一些觀察
但這群年輕用戶群——Z世代的行為往往既讓人興奮，也令人費解。
例如，捧紅精緻眼妝的花樣男偶像，有超過39%的人接受男生日常化妝，貢獻著年增長超過百億的男性面霜香水消費市場；在巴黎時裝周掀起大浪的李甯、太平鳥等“國潮”；開業僅10天即生意火爆的北京網紅餐廳“春麗吃飯公司”。
以下，是Z世代消費行為的一些觀察:
1.Z世代對廣告、推銷尤其反感，反而喜歡熟人推薦，信賴社群圈子。報紙、電視等線下傳統媒體管道已難以觸達Z世代，在互聯網環境中，主流廣告形式“展示廣告”也已經失效。“任性”的Z世代並不買帳，他們會採取各種辦法極力避免廣告，69%的Z世代會在自己的手機裡安裝廣告攔截軟體。
Z世代在購物過程中也更傾向于向家人、朋友或信任的網友尋求意見，其他顧客的產品評價和社交媒體上的點贊數量都會對他們的購買決策起到顯著影響。95後還熱衷於回饋和分享他們的想法，72%的受訪者表示他們經常提供產品回饋，遠高於全球40%的平均水準。這也是Z世代喜歡相互推薦的原因。
2.Z世代也是互聯網原住民，多螢幕重度使用患者，嚴重缺乏耐心。他們不僅在電腦、手機、iPad等多屏間切換，44%的Z世代至少1小時檢查一次自己的社交媒體，這些精力充沛的年輕人不僅早已習慣在多屏之間切換，還在多管道之間自由穿梭，所以web和app的流暢程度也成為行銷使用體驗至關重要的因素。超過60%的Z世代會因為web和app使用不夠流暢而棄用。
與平均注意力時長為12秒的千禧一代相比，Z世代只有8秒。千禧一代在同一時間內平均使用3個螢幕，而Z世代在同一時間內可以橫跨5個螢幕。他們嚴重缺乏耐心，如果廣告不在前8秒吸引Z世代，那將沒有打動他們的機會
Z世代是沒有耐心的一群人，想要在他們給予展示廣告短短的注意時間中抓住他們的眼球，資訊易讀、內容娛樂、圖文並茂會是品牌溝通的有效手段。
3.Z世代不盲從，多方面求證獲取資訊。
中國從1994年接入互聯網，Z世代從1995年出生，深受互聯網影響。他們從小接受多元的資訊並能夠高效處理，養成了辯證思維。因而他們與生俱來的另一項能力就是多角度地辯證思考問題，而不是輕易地相信和盲從別人的觀點。
他們有更多的資訊獲取和挖掘的能力，善於拓展資訊獲取管道，挖掘深度資訊，最終找到可信任的產品。
- Z世代較缺少品牌忠誠，注重產品品質，消費習慣回歸理智。
據報告稱，只要有更好的品牌出現，81% 的Z世代都會放棄他們所謂的“最愛”而去選擇產品品質更好的那一品牌。
79%的Z世代認為產品品質是他們消費考慮的最重要的因素，而品牌名氣反而是不必要的。如果產品的品質和價格沒有辦法滿足這群挑剔年輕人的期待，精明又對品牌缺乏忠誠的Z世代無疑會流失。
與Z世代比起來，千禧一代和80後的品牌忠誠更高，在最具有品牌忠誠度的80後消費群體中，有接近一半的人會經常到固定的網站購物，而只有不到10%的95後會長期認准同一品牌的所有業務和全部商品。
而44%的Z世代對產品功能和設計有自己的觀點，行銷人員能夠通過調研、採訪和焦點小組的方式和他們溝通接觸，充分瞭解他們的喜惡，和他們互動，作他們的傾聽者，以此不斷強化產品功能、優化使用者體驗、以留住這群挑剔的年輕人。
- Z世代喜歡參考別人分享的購買經驗，依據品牌口碑作出消費決策。
Z世代消費者非常精明且具有分享意識，他們在認真購物之後，也熱衷於將自己的經驗在網站上分享給他人。據調查，有72%的Z世代表示經常或者頻繁提供分享和回饋。但對比起來，95後並不像80後90後那麼熱衷通過某種特定的社交媒體與家人或朋友分享體驗，而是喜歡在多管道對企業的產品、物流、服務品質等多種方面提出更高的要求。所以注重分享回饋，主動佈局分享管道，才能直抵Z世代的內心，影響消費決策。
Z世代是社交媒體的原住民，社交媒體是他們的溝通方式、新聞內容和娛樂來源，在社交媒體上的KOL，如Baby Ariel等的人氣明顯高於傳統意義上的明星如碧昂斯。正如微信公眾號所言“再小的個體，也有自己的品牌”，Z世代不在意KOL的背景、來歷，只要提供的資訊有用，其建議就會被採納。所以品牌需要正視這些KOL的力量，借助他們在Z世代青睞的管道上進行充分曝光。
善用口碑管理，病毒式行銷。對於善於發現資訊，直覺敏感的Z世代來說，管理品牌的口碑，注重資訊的“自發性”和“病毒性”必不可少。
- 有66%的Z世代稱自己的主要娛樂方式是打遊戲。
但如果你的公司不是一家遊戲公司，或者根本不在Z世代娛樂消費產業內，你可以怎麼做？—— 遊戲化創意，跟Z世代玩起來。你可以把你的產品植入到遊戲，也可以通過創意把產品變得可玩，或者贊助遊戲賽事。
所以，想和Z世代的消費者互動，品牌已經不能再維持高高在上的姿態，等待著他們長大成熟來迎合品牌的特點，而是主動找到引發Z世代共鳴的興趣點，和他們“開心”玩起來。
尤其內容行銷的精髓可以用一句詩來概括——潤物細無聲。Z世代受網路文化的長期浸潤，甄別資訊真偽的能力，搜集資訊的管道能力都遠勝於其它世代，要想在內容方面影響到他們其實並不容易，因為過於主動會被他們識別為行銷資訊，過於被動又會被浸沒在過量的資訊潮裡。所以內容行銷需要把控好“度”，低調地暴露在他們日常接受的資訊當中，潛意識裡影響到Z世代對於品牌認知，從而達到內容行銷的目的。
- Z世代重視產品品質和使用者體驗。
IBM發起的對於Z世代消費者的調研發現，與千禧一代依賴於同一品牌的習慣不同，Z世代以產品品質為唯一且最重要的購物標準，66%的Z世代把產品品質排在第一位。這告訴行銷人，在Z世代中要實現長期增長，產品品質是才是硬核。
- Z世代具有企業社會責任感
Z世代較其他世代有個鮮明的特點——更加具有社會責任感，希望對未來作出積極的改變，當然他們也會對跟自己有相同觀點的具有社會責任感的品牌產生好感。
據最近的一份調查現實，60% 的Z世代希望對未來有積極的影響，而比他們年長一點的千禧一代只有39%的人有同樣的想法，而且已經有25%的Z世代已經參與到志願工作中。作為品牌來講，想要和這群有想法的年輕人引起共鳴，就需要趕緊行動起來，擁抱Z世代關心的社會話題。如：環境保護、資源浪費、跨性別者、同性戀權益、民族問題（黑人權利）……
例如TOMS Shoes曾經發起一個公益活動“One for one”，消費者每購買一雙鞋，TOMS就捐贈一雙給有需要的小孩。這就是一個強有力的例子，告訴了我們誰在關心未來。
總之，Z世代逐漸開始進入職場，成長為非常有消費力的群體，但是至今他們還是未被開發的市場，仍然存在著巨大的機會。未來已來，行銷人員在正式接受新世代挑戰之前，需要充分瞭解他們的行為、思想和消費習慣，運用創意和消費者玩起來，速抓住他們的注意力，並通過內容行銷，讓品牌提供的資訊成為説明他們作出購買決定的依據，並致力於提供高品質的產品和更好的使用者體驗來營造品牌社群文化，提高來分享意願，才能和這群年輕世代共同成長。
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