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0 comments 0 commentsWhat is important when planning and selling products for young women? As you can see from the tapioca boom that came and left like a storm, it is very difficult to make products for the market for Gen Z. "Kawaii" looks more relaxed than "Kawaii Economy" (Nikkei BP), where a hit maker who has been planning popular products by grasping the trends of high school girls and college girls explained "Kawaii World" for business people. I will tell you how to sell it. ◇◇◇◇
Photo: NIKKEI STYLE
We sometimes receive consultations from various companies, such as "I want to expand my products to young women" and "I want to put products in the girls' market". To be honest, there are many cases where I am in trouble when I hear the contents. This is because there are products and services that make you want to ask, "Do you really want a girl?" The most common is to extend existing products to women. For example, let's say you have a magazine that is conscious of middle-aged and older people. I think it's difficult for young women to read this. Of course, unless there is content that is firmly conscious of young women in it. Unfortunately, it's difficult if the target wasn't originally intended for use. In this way, I want to somehow sell services and products that are an extension of my company's strengths. This is a disease that many Japanese companies, especially large ones, have been suffering from for many years. It is a symptom that prioritizes the creator's reasoning rather than the customer's voice. However, these are the ideas of "making what the creator thinks is good". In marketing terms, it is a "product out" that creates what a company wants to make. Product out has the advantage of being able to create high-performance products from a professional perspective, but we believe that this perspective alone is dangerous. It is very important to know that it is difficult to sell something that the girl's feelings are not considered at all. Suggestions from technology are also common. This also follows the idea of the postwar period of high economic miracle. There used to be an era when "If you make something with good performance, you can sell it." It is a model that works because economic growth is rising and the population continues to grow. In the first place, in modern times, many values are born due to the spread of the Internet and sluggish income growth, and it is becoming less than "good things = things with high technological capabilities". Above all, girls don't necessarily want cutting-edge technology. Even for smartphone cameras, we are not looking for high-performance cameras, but for cameras that look cute. Girls are always looking for change, but not necessarily evolution.
The next page is: ■ Seeking "change" instead of evolution1/2 page
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