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Jingdong book

新消费时代1:摸着日本过河

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新消费时代1:摸着日本过河

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本书以时间为轴穿起日本社会发展各历程,展现不同时代和消费者的主要特征,对标中日两国零售业发展,从中指出新消费时代下中国零售业的发展机会。

Content Description

《新消费时代1:摸着日本过河》共分四大部分,主要基于零售业的三个核心维度——人、货、场,以及消费品品牌,以时间发展为主线将所有分析研究进行串联,描绘了一幅生动的、跌宕起伏的日本消费零售演进图景,让中国读者特别是零售业的经营者和从业人员可以以其为参照,在对照日本相关产业发展的同时,厘清自己所处的境况、构想自己将要迎接的未来。

Author Description

房家毅,江苏宿迁人,毕业于日本早稻田大学应用数学系,跨境贸易&品牌管理公司【初心未央】CEO。6年在日留学工作经历,长期关注中日消费零售领域,42章经日本消费专题游学导师,野草新消费,42章经1%商学院新零售专题讲师,曾任职京东投资部,日本J.P. Morgan,野村综合研究所,在日留学期间曾长期兼职于罗森,7-11,高岛屋一线,日本Bridge Asia Foundation财团成员。

Catalogue

(节选)


PART1 人

第1章 “人”,怎么看

为什么要对标日本

时间机器理论

康波周期理论

人口结构是研究“人”的最佳切入维度

第2章 日本消费社会中的“人”之图景

消费社会之始点——他人指向型消费时代

进入大众消费时代黎明期

后大众消费时代

第3章 “人”变化背后的规律和影响要素

人的一生会经历怎样的经济周期?

经济周期和人们消费特征的对应关系图谱

第4章对于中国的参考意义


PART2 场

第5章“场”,怎么看?

第6章日本消费社会“场”之图景

大众消费时代黎明期

大众消费时代初期

大众消费时代成熟期

后大众消费时代

第7章“场”底层的变与不变

“三方よし”(三方互益)原则对“场”的长期发展的重要性

“场”在中短期发展过程中所遵循的规律和核心影响要素

第8章对于中国的参考意义

日本的消费降级业态对中国下沉市场和经济下行情况的适配性讨论

案例一:堂吉诃德——从尾货倒卖到零售界3G资本的蜕变

案例二:大创产业——从尾货倒卖到性价比巨头的变革

中国是否可以出现自己的堂吉诃德 /大创


PART 3 货

第9章“货”,怎么看

第10章日本消费社会“货”之图景——供应链组织形态部分

大众消费时代黎明期和初期

大众消费时代成熟期

后大众消费时代

第11章日本消费社会“货”之图景——研发设计趋势部分(以明治乳业为例)

大众消费时代黎明期和初期

大众消费时代成熟期

后大众消费时代


PART 4 消费品品牌

第12章“人”“货”“场”的规律性重构带来的机会

品牌的机会一直都有

品牌,怎么看

在做品牌还是在做货?

第13章抓住“人”“货”“场”的规律性重构机会成功崛起的品牌案例

品类创新案例——Lucido(货的重构)

抓住渠道流量红利起飞——PocariSweat(场的重构)

切中消费降级需求成功逆袭——三得利Hop ..s(人的重构)

第14章错过“人”“货”“场”的规律性重构机会失败的品牌案例

无印良品败在品牌

附录

采访1:我的研究方法论

采访2:性价比,仿日风,名创优品IPO究竟靠什么?

采访3:从日本消费的过去与未来,读懂中国机会


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Brand Jingdong book
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