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2024趋势洞察|欧赛斯商业研究

点击:时间:2020-12-10 11:25:59


预见2024  欧赛斯商业观察


Whywe look into future?

“To be able to make better decisions today.”

为什么我们要预测未来?

只为今天做出更好的决定。


HOW THE FUTURE LOOKS LIKE?

未来会怎样?

Futureis a satire of acceptance and the image we want to portrait and project toothers.

(未来是对接受和我们想要描绘和投射给别人的形象的讽刺。)

Social Media Rating system” is the new standard of whatis good and decent.

Thissystem works as digital police, because it punishes each behavior that is notaccepted from the crowd.We compare on social media; Stock exchange areinfluenced by public opinion; We can buy a house or a car without deposit if wehave a high rating.

(“社交媒体评分系统” 是关于良好和体面的新标准。该系统可作为数字化警察使用,因为它惩罚不接受的所有行为。我们在社交媒体中进行比较;证券交易受舆论影响;如果我们的评级较高,可以在不用存款的情况下购买房子或车子。)

Andyou can see even Ali baba already implemented this system (Example: If you area father and you buy diapers online on Alibaba, they classify you as aresponsible parent and reward you with bonuses, benefits and discounts on yournext purchase). You can let your kid learn in a better school if you havehigher score. So, it`s not just a prediction, it`s already happening.

(在阿里巴巴已经实施了这一系统,举个例子,如果您作为父亲在他们的网站上购买尿布,在下次购买时会获得奖金,福利和折扣,由于您是负责任的父母。如果您的分数更高,可以让您的孩子在更好的学校学习。因此,这不仅是预测,而且已发生。)

People live their lives trying to please everyone, lost in this world where they think their value is equivalent to their social media points. We are trying to please everyone, because the consequences are unpleasant. Everyone are a little bit

heighten and false, because everyone are terrified of being marked down. It`s basically the world we live in. 

(人们尽力取悦每个人而生活,在这个他们认为自身价值等同于社交媒体观点的世界里迷失了。我们试图取悦所有人,尽管结果是不愉快的。每个人都有些虚伪,因为每个人都害怕被扣分。这也基本是我们所生活的世界。)


Attention is the new currency

注意力是新货币


SOCIAL RATING SYSTEM

社交评分系统


Social Rating Influence the quality of life we have and companies will use personal

data to influence buying decision. Exhausted of political instability, resistant bacteria (Candida) and crazy weather, people find their shelter in their home. They will spend more time with others with same interests (PLUs -  People like us). Running become badge for the rich people. Gym clubs becoming the new single bars. Nutrition is the main topic in conversations (we prefer food that is “Sugar Free” and “Additive Free”).Cannabis is becoming increasingly popular. Getting tired of the virtual world, people escape in off-line . In recent years, focus will be on handmade, natural or real

material.

(社会评价如何影响我们的生活质量,公司会用个人数据来影响购物决策。厌倦了政治动荡、耐药细菌(念珠菌)和恶劣的天气,人们在自己的家里找到了栖身之所。他们会花费更多的时间和志同道合的人聚在一起(PLUs-像我们这样的人)。跑步成为富人的徽章。健身俱乐部成为新的单身酒吧。营养成为谈话中的重要话题,我们更喜欢无糖和无添加剂的食物。大麻越来越受欢迎。人们厌倦了虚拟世界,在线下逃离。近几年来,重点将集中在手工制作、天然、或真实材料上。)


Image: General trend of “Slow Utopia” (running from compressed life into relaxed and slow living)


SLOW UTOPIA

慢乌托邦

The new middle class is in anxiety and hopes to run away from compressed life.  

(新中产阶级正处于焦虑之中,并希望摆脱压缩的生活。)

Demotivationand Buddhism become opium for spiritual relief.

(新中产阶级正处于焦虑之中,并希望摆脱压缩的生活。)

Home is a living testament of your life. In future, we will expose souvenirs from ourgrandpas, frame our children artwork and keep the stains of painting on thefloor and stains from meaningful parties. Memories have deep emotional value.

(家是您生活的有力证明。在未来,我们保留祖父的纪念品、构筑孩子们的艺术品,保留他们在地板上画的污渍,记忆具有最深的情感价值。)

Products should look like it`s  “Not out of Catalogue”. Time and space travel mix textures, styles, trends and colours. “Unmaking” semi-finished design is the new normal - reverse process of making, like getting back in stone age. Symmetrical is out, and new product designs are breaking the logic. Micro Homes become mostpopular trend of the future, because of the high price of the apartments andoversaturated concentration in big cities.

(产品应看起来像“不在目录中”。时空旅行混合了纹理、样式、趋势和颜色。“拆除/未制成”半成品设计是新常态-反向制造。就像回到石器时代。对称不再流行,新产品设计打破了逻辑,微型住宅由于公寓价格高及大城市人口过多成为未来最受欢迎的趋势。)

Image: Seamless blending of differences.   Like mixing fur with silk material, or cooking “Healthy Fast Food”  

 (图片:差异的无缝混合。  就像用丝绸材料混合毛皮,或者烹饪"健康快餐")


People get tired of constant struggle with hectic life and find their escape in “giving up “when things get tough. We started to appreciate free time more than possessing expensive products. People will be less materialShared economy will invade with generic same looking products, and we will see “Floating products” lot more often. Country side lifestyle is a “new dream”of urban people.

(人们厌倦了在忙碌的生活中不断挣扎,当事情变得艰难时,他们在“放弃”中找到了逃脱之路。我们开始珍视空闲时间,而不是拥有昂贵的产品。人们的物质化需求越来越少。共享经济将入侵具有相同外观的通用产品,并且我们将更多地看到“漂浮产品(如漂浮馆)”。乡村生活是城市人的“新梦想”。)


BIOPHILIA

绿色设计

Biophilia is popular as architecture of life. This design concept follows the shape of nature. solves complex urbanproblems with new design solutions. Example: Bad quality of air in offices, wesolve with interior of oxygen purifying plants. You can see everything is moreoval, not that edgy, in amorph shape. We avoid sharp geometrical shapes.

(绿色设计建筑流行。这种设计理念遵循自然的形状,以新的设计解决方式解决复杂的城市难题。例如:办公室里空气质量差,我们用氧气净化装置内部的方式解决。你会看到一切都呈椭圆形,呈平摊状,而不是那种棱角分明的。我们避免尖锐的几何形状。)


Image: Humanity is getting back to natural way of living. Essential indoor materials will be wood, stone, plants, fire, water.   (图片:人类正在恢复自然的生活方式。 室内必不可少的材料将是木头,石头,植物,火,水。)

You can see this public toilet placed as in a middle of a jungle, it`s actually a gas station in the center for the city. We strive for breathable, healthy cities. People have inverse process of evolution, we are getting back to our natural place of living.  

(你可以看到这个公共厕所放置在在丛林中,实际上它是一个位于城市中心的加油站。我们努力打造可呼吸的、健康的城市。人的进化过程是逆向的,我们正在回到自然的生活环境。)

Peopleget back to habitat.

(人们回到栖息地。)


HAPTIC COMMUNICATION

触觉交流

Last developments in “touch” and “haptic” tech, channel new comforting products who simulate a hug (or a sound of heartbeat). Technology is moving away from screens intro the products. “TOUCH ME”surfaces who evokes you to touch them, are becoming increasingly popular.In short, we trigger feelings (blend Oxytocin & Dopamine and you get asocial brain cocktail for making decisions without thinking).

“触摸”和“触觉”技术的最新发展为模拟拥抱(或心跳声)的新型舒适产品提供了渠道。科技正逐渐从屏幕转向产品介绍。唤起您触摸的“ TOUCH ME”表面越来越受欢迎。简而言之,我们会触发感觉(将催产素和多巴胺混合,您会得到社交大脑的帮助,而无需思考就可以做出决定)。

Social Engineering is a newfound skill that treats the Human element and involves understandinghow human make decisions, what motivates them, and how to provoke making fastbuying decisions without thinking.

(社会工程学是一种新发现的技能,它处理人的因素,包括理解人类如何做出决策,如何激励他们以及如何激发人们做出快速购买的决策而无需思考。)

Aldowe are so connected, we have never been more disconnected between each other.

(我们紧密地联系在一起,我们之间从未像现在这样相互断开。)

Becausepeople are spending more time on their devices and they are not making friends.

Companies should utilize the trend of social isolation, to offer offline product and help people disconnect.

(因为人们在设备上花费了更多时间,却没有结交朋友。公司应利用社交隔离的趋势,提供离线产品并帮助人们断开连接。)


Image: Hugging sofa “Never alone again” 图片:拥抱沙发“再也不会孤独”      

We are getting into Lifestyle Brand Era. Brands prosper if they build massive

sub-culture that tech people ”How to behave”. Perfect example is “MUJI species concept” which teach young people how to dress. Biometric identification (fingerprint, voice, face and iris recognition) is a hit. In the same time Historical figures are used as KOL, example: Chinese emperorwho sells lipsticks gain annual sales of 1 bilion RMB.

(我们正在进入生活方式品牌化时代。如果能建立起大量的让人们学会“如何行事”的亚文化,品牌就会繁荣。有一个完美的例子是“无印良品物种概念”,它教会年轻人如何着装。生物特征识别(指纹、语音、面部和虹膜识别)非常受欢迎。同时,历史人物也被用作KOL,比如为口红代言的古代皇帝(乾隆)年销售额达到10亿RMB。  「此处指:故宫文创 」

Marketing in future is equivalent to “Sales in real time”. There is a new direction in marketing industry called “Micro moments”, and means to reach the costumer in the moment he needs the product. Example: (1) How to fix this; (2) Time for New one; (3) New Beginnings…

Areyou there?

(未来的营销等同于“实时营销”。市场营销行业有一个新的方向,叫做“微时刻”,意味着在客户需要产品时就可以联系到客户。示例:(1)如何解决此问题;(2)新的时间;(3)新起点…

你在那里吗?)


NEW CHINESE

新中式风格

Chinese costumers changed. The massive consumption market in the past,today China is a brand market with 1 billion high-end costumers who prefer personalised service. Trends setters are generally Z and Millennial generation: Educated, tech savvy, having rich parents, open minded, buy international brands, prefer loyalty programs, trust

KOLs, expect high quality and healthy products, easy to use.  

(中国人的服装变了。过去庞大的消费市场,如今的中国是一个拥有10亿高端消费者的品牌市场,他们更喜欢个性化服务。引领潮流的人通常是Z世代和千禧一代:受过教育、精通技术、父母富裕、思想开放、购买国际品牌、更喜欢忠诚度计划、信任KOL、期望高质量和健康的产品、易于使用。)


We have 2 types typical costumers of the future:

(未来我们有两种典型客户:)

(1) Virtual Landscape persona

Prefer high-end lifestyle


The modern high end costumersare: oldboys and girls with inverse grown mentality. Work in blockchains and NEW retail and Have active lifestyle since their kids went abroad, Going on caravan trips with their friends and post their photos on WeChat to interact with their children

Hobby: reading, investment

Buying habits: Prefer customized products

(1)虚拟景观角色

喜欢高端生活方式

现代高端的客户是:老男孩和女孩逆生长的心态。在区块链新零售领域工作,自从他们的孩子出国以来就拥有积极的生活方式。与他们的朋友开着大篷车旅行,将他们的照片发在微信上与孩子与孩子互动。

爱好:读书、投资

购买习惯:偏好定制化产品

(2) Slow Utopia persona

Struggling in life  


Young people struggling in first-tier cities,

In rental house less then 20m2,Work overtime

Eat takeaway food

Buying habits: Buy in convenience stores

Hobby: TV series, keeping cats,skincare

(2)慢乌托邦角色

努力拼搏奋斗类型

一线城市奋斗的年轻人

租住的房子小于20平米,工作加班

外卖食品

购买习惯:在便利店购买

爱好:看剧、养猫、护肤

Digital influencers are invading all over the social media. Every second young person wants to become a celebrity and he is seriously working on it. Most popular words are They and Toxic (after many scandals, peopleare seriously concerned with safety of the products and they are obsessed withothers because they compare with the ideal lives of social media celebrities.

(数字影响力者正在遍及整个社交媒体。第二类年轻人都想成为名人在认真努力。最受欢迎的词是他们和有毒的(在经历了许多丑闻之后,人们对产品的安全性有了更多考量,他们沉迷于其他人的生活,因为他们将自己的生活与网红的理想生活进行比较。)

Tik tok is becoming the new national sport. People get in a black holeof time, loosing 3-5 hours watching videos that doesn`t add any value to their life.  

(抖音正在成为一种新的民族体育,人们仿佛陷入了时间黑洞,花费3-5个小时去观看无法给生活增加任何价值的视频。)

We are entering in Genderless era. In future we will often be confused: Who is the man and who is the woman. Wemen have great careers, earn more, buy apartments and the concept of “Masculinity” is slowly fading.

(我们正在进入无性别时代。将来我们经常会感到困惑:谁是男人,谁是女人。女人事业出色、获取更多、购买公寓、“阳刚之气/男子气概”的概念正在逐渐消失。)

Fashion models are more androgynous and have a baby face.  

(时尚模特更雌雄同体、娃娃脸。) 


EASY LIFE

轻松生活

Easy to use products are the future. We crave foreasy life.

(易于使用的产品是未来。我们渴望轻松的生活。)

New costumer like cloths that don`t need ironing, easy to wash and dry fast. You

may notice Scandinavian bedding don’t use ironed covers. 360° product concepts has promoted practical work/rest/sleep products for everyday consumption. And products for “On the go” because we are constantly moving, often change living place, we travel a lot, going to business trips…

(新客户就像不需要熨烫的布,易于清洗和快速干燥。 您可能会注意到斯堪的纳维亚的床上用品不使用熨烫的床罩。360°产品概念促进了日常工作的实用工作/休息/睡眠产品。以及“随时随地”可以取用的产品,因为我们不断移动,经常改变居住地、旅行,出差……)

Everythingneeds to be small, portable, dissembling and transferable.    

(一切都必须小巧、轻便、可拆卸和可转移。)

New era of “Care Free lifestyle”arrived.

“无忧生活方式”的新时代到来了。


Tablets are becoming the new nanny,and kids can watch hours in the screen without losing focus. Rebellion iseverywhere, because we enjoy the freedom to express our own opinion and fightagainst public injustice.

(平板电脑正在成为新的保姆,孩子们可以目不转睛的观看好几个小时。反抗无处不在,因为我们享有表达自己的观点并与公共不公正作斗争的自由。)

Lifehas become less about "me" and more about "we."

(生活不再是关于“我”,而更多地是关于“我们”。)

Living a good life surrounded by inspiration, great people and experiences, empathy

and thoughtfulness seems to have more value these days than fame, a gold-leaf baby carriage, a private jet or a real fur bedspread. People are standing out today with social reputation instead of property, so we appreciate “How valuable you are”by:

• The quality of connectionsyou have

• How popular you are

• Education

• Job title

• How often you travel

• Are you charismatic or

• Do you have a sense of humor?

(如今,过着被灵感,伟大的人和经验,同理心和体贴所环绕的美好生活似乎比成名,镀金婴儿车,私人飞机或真正的皮毛床罩更有价值。今天,人们以社会声誉代替财产而脱颖而出,因此,我们通过以下方式评价“您的价值”:

•您的人际关系质量

•您的受欢迎程度

•教育

•职称

•您旅行的频率

•您是有魅力还是

•你有幽默感吗?

SUMMARY: 

(小结)

Future of humanity is not robotic, we use robots to help us

(1) Get close to Nature and (2) Live easier life.

未来的人类不是机器化,我们会使用机器人

(1)亲近自然 (2)生活更轻松

“Constant sensationalism makes people sceptical about everything”. We tend to trust things we have a history with. With tech moving as fast as it is, old things are quickly getting replaced by shinier, newer, often more complex things. It`s not that easy to position on the market if you don`t have the right strategy.  

(“不断的耸人听闻使人们对一切持怀疑态度”。我们倾向于相信我们拥有悠久历史的事物。随着科技的飞速发展,旧事物正迅速被更新,被更复杂的事物所取代。如果您没有正确的策略,那么在市场上定位并不容易。)

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