Social and cultural environment analysis in cross-border e-commerce market research
1. Demographic changes
Demographic changes include population growth, age mix, geographic migration, education levels, family types, race and beliefs, etc. Taking my country as an example, the achievements made since the reform and opening up are not only due to a series of policy dividends, but the demographic dividend also plays an important role. However, our country is currently facing the problem of accelerating aging, which indicates great potential for the future elderly care and medical industry market. The process of urbanization has promoted the geographical migration of the population, and the siphon effect in developed regions and key cities has made market competition more intense. In addition, as family size shrinks and the number of DINKs and unmarried people increases, businesses begin to pay attention to the era of individual consumption economy, such as the rise of “one-person dining” restaurants. For cross-border e-commerce companies, population change trends are an important factor that cannot be ignored. For example, South Korea’s total fertility rate in 2020 was once again the lowest in the world, which is an obvious reminder for cross-border B2B companies.
2. The importance of core values
People living in a specific society hold relatively stable core beliefs and values. For example, in countries that believe in Islam, cross-border e-commerce companies need to be careful to avoid touching sensitive topics. For example, when promoting the children’s clothing brand “Little Pig**” in Islamic countries, they need to remove products with the Little Pig LOGO. Similarly, exports of pork products to these regions are subject to relevant regulations.
3. Subculture phenomenon
There are subculture groups within every society that are formed due to specific life experiences and environments. They share common values, hobbies, and behavioral patterns.
4. Social and cultural environment research methods
1. Target market language and text analysis
Clear the language types and dialect characteristics used by different regions and groups in the target market, and ensure that product brand naming, manual translation, advertising information transmission and other links are correct.
2. Examination of values and attitudes
Research on people’s views on material wealth, gender roles, family relationships, work achievements, change and innovation, time management and risk management in the target market, and adjust marketing strategies accordingly.
3. Educational level considerations
Design corresponding product packaging, functions and services based on the needs of consumers with different educational backgrounds; also consider the impact of education popularity on research methods and sales channel selection.
4. Research on religious beliefs
Understand the main religious beliefs of the target market and analyze how they shape the life attitudes, values, customs and consumption behaviors of local residents.
5. Customs and habits survey
Deeply explore the daily habits, religious beliefs, festivals and other cultural characteristics of consumers in the target market to better cater to local market needs.
6. Aesthetic Standard Assessment
Analyze the target market consumers’ perception and appreciation preferences of beauty, especially in the fields of art, music and other fields, to guide product design and promotion activities.