It’s too hard to make money for middle-aged people

  Two days ago, a friend who started a business showed me her business plan. In the plan, middle-aged people were regarded as the target consumer group. But I told her: Based on my observation and understanding, if age is used as the basis for grouping, middle-aged people’s money is the hardest to earn.
  Of course, I am not saying that this entrepreneur must not be able to make it. There is nothing absolute. I just want to talk about this issue from the perspective of common sense. Moreover, as a middle-aged person, I am quite qualified to talk about it.
People don’t have time and mood to spend when they are in middle age.

  I think few people will target middle-aged people, because everyone seems to find that middle-aged people are really hard to make money!
  Ask yourself, how long have we not been to KTV or bars? How long have you not bought yourself a set of clothes? How long have you not been out for a good time?
  Middle-aged people are no better than young people, their energy is not as vigorous as they used to be.
  Bars and KTVs are basically young people nowadays. It’s not that middle-aged people don’t come to such places, but that there are fewer people. To tell you the truth, when I was young, I heard the best DJ music and couldn’t help but want to get a twist. But now, I feel that these music can shock my heart and liver, I just want to escape home quickly and drink a sip of wolfberry tea to suppress my shock.
  Now that middle-aged people come to such places, most of them are for business entertainment. The so-called socializing is a last resort. In comparison, young people are spontaneous.
  When I was young, I drank with my friends, from laughter, to rants, to nonsense, to talking to myself, and finally to silence. In the bureau of middle-aged people, everyone will not say so many lines. Before they drink much, some people have to leave, some have to go home to take care of their children, some have to pick up their wives, and some have to continue to work overtime.
  Those who stayed directly reached the silent state in a short while, lying on the table, saving a lot of money and alcohol.
  The food is also very economical. The friendship bureau of middle-aged people does not need to order too hard dishes. Everyone is either high in uric acid or high in cholesterol. Don’t ask the rest. If you ask, it is diabetes. Anyway, things that are too greasy can’t be eaten, but they can be lighter.
  Therefore, what supports people to consume is not only money, but also physical strength, and a heart that wants to “make chaos”. Obviously, for middle-aged people, these things have been confiscated by time.
It’s hard for middle-aged people to pay for things that are empty heads and brains

  After people reach middle age, their consumption concepts often change a lot, and they basically become pragmatists. It’s hard for them to pay the bill for those empty-headed things.
  Some time ago, I was having tea with a few middle-aged friends. I didn’t know how to talk about the listing of Bubble Mart. A few of my friends didn’t know what it was. Let me talk about it.
  I told them about blind boxes and dolls. So they were even more confused, saying that they couldn’t figure out why young people had to gather 12 series of dolls before they stopped.
  I said, it’s probably the “user task” theory in marketing. In fact, people are not buying dolls, but are completing a task of reuniting the dolls, and the number “12” is also satisfactory in our subconscious mind. Symbolic.
  I thought this statement was enough to shock these middle-aged uncles. Who knows that these few still have a surprised expression. One of them took a sip of tea and sent out a soul torture:
  ”I understand the truth, but they are not reunited.” It’s my shit?”
  Of course, I also believe that the target group of things like Bubble Mart must not be the middle-aged uncle. I just want to show that middle-aged people have a very rational consumption outlook.
  They have no idea why young people have to line up so long to buy a cup of milk tea. As for things like grabbing cat claw cups and AJ shoes, middle-aged people often chuckle, “Is there anything else?”
  In fact, even top marketers are desperate for middle-aged consumers.
  Once talked about this with a well-known marketing expert, he said:
  “Nowadays, marketing is basically like this, using scenes or stories to trigger consumers’ impulse, and then implant social currency to make them have a circle of friends. Desires, so that a marketing cycle can be formed.”

  ”But middle-aged people are not very impulsive. No matter what product you are, they are the ultimate three questions: Is this gadget really useful? Is this gadget worth so much money? Is this gadget the cheapest compared to other products? These three ultimate questions are enough to smash all marketing rules…”
  Upon hearing this, I added: “Well, middle-aged people don’t even
  like to post in Moments .” The marketing expert looked at me as if he had found a soulmate. , Sighed for a long time: “Oh…”
  But to be fair, middle-aged people are not naturally like this. We used to like imaginary things, but after many years of dealing with life, we have gradually been changed. .
  Last Valentine’s Day, I remembered that I hadn’t sent flowers to my wife for many years, so I sent WeChat to her and asked if I would like to send a great flower to her company? The result was scolded by her: “I still have to ask about sending flowers. It’s so insincere. Why don’t you order it early? Isn’t it expensive to order on the same day? A big bouquet can’t be eight or nine hundred?”
  Then she said, “I’m old and old. Wife, forget it, don’t need to be so formal.”
  Just when I was sublimated from self-blame to moved, she sent another WeChat message:
  “Just send an equivalent red envelope.”
  Well, middle-aged people’s consumption outlook is just like that. It’s so unpretentious and boring.
In a circle where wealth is not scarce, what money can buy is worthless

  Middle-aged people don’t like to buy imaginary things, which is more reflected in the fact that they don’t like to buy luxury goods.
  BCG, a well-known consulting company, did an analysis report on the Chinese luxury goods industry and found that the average age of Chinese luxury goods consumers is only 28 years old. About 58% are young people between the ages of 18 and 30. Young people can definitely be regarded as the main force of luxury goods.
  And another BCG report on Chinese high-net-worth individuals mentioned that the high-net-worth individuals are mainly middle-aged people aged 35-55. It is interesting to compare the two sets of data.
  Middle-aged people are richer, but they are more stingy than young people when it comes to consuming luxury goods. For the specific reason, the report did not say, but I guess it is probably because middle-aged people don’t need to show their sense of identity anymore.
  Young people have just entered society and need to expand their influence in the social circle, so those external things are very valuable. A bag and a watch all reflect a social code saying: “This person is okay to mix… …”

  For middle-aged people, they may have consumed luxury goods when they were young, and gradually feel that there is no need to buy new ones. Because after the middle age, the social circle is relatively solidified. Everyone has known each other for many years. Everyone knows who mixes with each other. Even if you make new friends, they are also introduced. They are all in a circle. It really doesn’t need anything. Objects to prove yourself.
  This has nothing to do with wealth. Even middle-aged people in the wealthy circle will find luxury goods unnecessary. Because everyone’s consensus on value has changed. A famous watch does not reflect your value at all, but if you can think about a lot of new viewpoints, or evaluate and analyze the global economic situation, then you will shine.
  This is a kind of cultural capital, which is more scarce in the circle of the rich. You must know that wealth can be obtained quickly through winning prizes, insider trading, inheriting inheritance, etc. However, cultural capital can only be obtained by the accumulation of time and energy, and therefore it is more valuable.
  ”Things are scarce as expensive” is very reasonable. In a circle where wealth is not scarce, the things that money can buy are worthless. On the contrary, things like “talking about assets” and “lifestyle” without a price tag are more valuable. .
  Everyone who plays golf knows that a set of 200,000 yuan Honma five-star clubs may not be more valuable than a TP forged knifeback club of more than 9,000 yuan. Because the former can be obtained as long as you spend money, the latter can only be mastered after a long period of practice, and therefore you can practice high-level skills, that is not a problem that can be solved with money.
Middle-aged people are reluctant to spend money but their children are willing

  For merchants, middle-aged people are a tough bone, and it is difficult for you to earn enough premiums. In comparison, young people are the best breakthrough.
  If you pay attention to all kinds of advertisements in subway stations and mobile phones, you will find that all businesses are pleasing young people. In the past two years, KFC grandfather turned into a silver-haired muscular brother, which triggered a general discussion among the public. Although he tried too hard and attracted ridicule, KFC’s marketers had the right idea: today’s consumer products must target young people.
  The reason is simple. I wrote about the consumption view of middle-aged people. In turn, it is the consumption characteristics of young people: young people have more energy and body to consume, have more desire to consume, and are more willing to pay for stories and feelings. There is an urge to consume, the pituitary gland secretes, the finger is pulled by God, and he clicks the payment button.
  These characteristics are the “good food” of marketers. Nowadays, many products are deliberately born for young people, such as blind boxes, e-cigarettes, Internet celebrity restaurants, Internet celebrity shoes, Jiang Xiaobai, Xiaoxiong home appliances… these The birth and development of the brand conforms to the characteristics of young people. It also creates motivation for young people to share their circle of friends and brings more business opportunities to businesses. In this regard, young people are much cuter than middle-aged people.
  Middle-aged people are too practical and bad things, they will think: “This thing is not good, why do you want to share it with others?” Good things, they will think: “Such a good thing, I can use it myself Come on, why do you want to share it with others? “Thinking too much and spending too little, this virtuous businessmen don’t like it.
  But having said that, middle-aged people are reluctant to spend money, but you have to believe that their children will help complete this “KPI”.
  In the world, the knife of consumerism has never been able to hide. Whenever they think of this, anxious marketers can get a good night’s sleep.
Write at the end

  It’s worth noting that you’d better separate consumption and spending.
  Middle-aged people may spend a lot of money, but most of them are related to investment, and the proportion of pure consumption may really not be high.
  I have made a statistics of the consumption situation in the past two years. Except for investment expenses, the education of the children and the insurance of the whole family are considered to be the bulk. But this is not actually a consumption, it should be regarded as an investment from an economic point of view.
  For middle-aged people, the family’s burdens are all on their shoulders. Their spending focus has shifted more from themselves to their parents and children. For example, investing in a child’s education, when he grows up in the future, at the very least he can support himself, without gnawing on his old age, it can be regarded as a defensive investment.
  Yes, middle-aged people are very anxious and insecure, so they will make financial optimization through continuous investment.
  If you extend from this direction, you can probably guess that this group of middle-aged people should have a strong purchasing power when they reach old age.
  In the eyes of BCG Consulting, this wave of high-net-worth individuals is slowly aging. In absolute numbers, they are the largest group of people in China, and they are also a group of people with huge wealth. In a few years, the market for the elderly will be incredible.
  So, businessmen, rest assured, what middle-aged people owe you, they will pay it back when they get old.