The so-called M-type society refers to the trend of globalization, the rich in the digital world, making a lot of money in the world, and their wealth is rising rapidly; On the other hand, with the redistribution of resources, the middle class has lost its competitiveness and has fallen to the lower middle class, and the distribution of wealth in the whole society, in the middle of this piece, suddenly has a big gap, like the shape of the "M".
The whole world was divided into three pieces, and the poor on the left became more numerous, and the rich on the right became more numerous, but the middle one suddenly fell and disappeared.
M-type society is a phrase spoken by Japanese trend expert Omae Ken - Stop thinking that if you grit your teeth and endure, the good days will come back, you may have been reduced to the middle class, reduced to "low society| without knowing it...
According to Ōzen's statistics, 80% of Japan's population last year fell into the middle and low income class. In this new form of society, if enterprises and individuals do not carry out self-help, and the government continues to govern in the wrong way, under the vicious circle, the unemployment rate and prices of the society will rise year by year, the income will never keep up with the price, and the whole society will lose enthusiasm for the future.
In the M-type society, the collapse of the middle class has been caused, making the forces at both ends increasingly powerful.
A small number of the rich are at one end of society, and they need emotional products to satisfy their social status and represent their symbols of honor, while the public at the other end of the spectrum wants to buy high-quality and low-priced products that can be paid for without loss of taste.
At the same time, we can see that the maturity of technologies such as the Internet, wireless and digital has made consumer choices and changes faster and faster, and they have put forward more requirements for the speed of products. In such a transformed society, marketing is naturally labeled with a new label.
The core of what e-commerce has changed is the change in users' consumption concepts.
The emergence of the so-called M-type society has also spawned many new opportunities
1. The rational choice of consumers and the development of information make the integrity brand stand out. Consumers are no longer superstitious about companies that have a huge logo or are big names because they ask a celebrity endorsement, but pay more attention to the product itself.
2, low-cost brands, no longer synonymous with inferior quality. The flattening of channels can change the cost structure. Achieve the continuous growth of cost-effective brands. A large number of factory brands with supply chain foundations have also become popular in the past two years, and the goods are good and cheap. The natural integrity attribute brought about by the efficient dissemination of the Internet makes the brand that touches the fish in muddy waters have nowhere to hide. The current live e-commerce is enough to illustrate this point.
3. High-end brands with inflated prices return to cost performance. Although high prices are a necessary condition for high-end brands. However, due to the increasing reciprocity of information and the abandonment of glitz, the brands that really have high cost performance, the design and quality have become the mainstream, and the fake big brands disguised as foreign brands are increasingly declining.
4. Word-of-mouth communication has become extremely efficient with the help of the Internet. The good wine of the Internet age is never afraid of the deep alley, not to mention that there is only one domain name distance between the customer and the alley. Therefore, more and more brands no longer rely on advertising to obtain users with the help of word of mouth, the most typical of which is Xiaomi mobile phones.
5, long-tail brand becomes possible, market segments are unprecedented attention. Military products, plus-size clothing, hipster brands, sex toys, etc., with the help of e-commerce from the hidden market to the explicit market.
6, do not want to be a brand of the factory is not a good cook, the factory brand ushered in the golden age. Especially in the field of low-end brands, factories can take advantage of netizens' requirements for low prices and rapid response, and use the direct sales model to promote the long production capacity and avoid the shortness of marketing planning, and have become the main force in various market segments on Taobao.
Under the M-type social pattern, the distribution of brands is also M-type, which is the general trend and irreversible.