Corralling the New Rich
“When I buy
audiovisual equipment, I want to check it by touching, looking, and hearing.
But having said that, I don’t want to go to a stodgy old specialty
store.” So say the new rich, people mainly in their thirties and
forties who are attracting attention as the target users of high-price
The characteristics of these people are that they manage information themselves
and they make purchasing decisions by themselves. For example, the advice
of stores and evaluations of critics are just one source of information
for them. In the end, they piece together all the information available
and make the decision themselves. And as the place where they can find
the right information, they are choosing Phile-web. It is no exaggeration
to say that more than 1.3 million audiovisual fans, including the new
rich, are gathering on Phile-web.
These audiovisual fans have chosen Phile-web as their meeting place on
the Internet. But among the various sites available, why have they selected
Phile-web? It is because Phile-web is completely different from the others
in terms of, for example, its news content. Whether it is liquid-crystal
televisions or speakers or any equipment, we write about products with
a complete knowledge of them, and our visitors fully recognize this characteristic.
The fact that the above-mentioned new rich do not care for specialty stores
is a problem. If anything, they are a generation that places importance
on lifestyle, and their family bonds are extremely strong. They like audio,
but they are not fanatical buffs. Rather, they see music and films as
essential elements of an enjoyable life. Because they do not go to specialty
stores, specialty store management is facing severe conditions and a doubtful
future. The main reason is that specialty stores are old-fashioned. The
owners are growing older as well, and they do not mesh with the style
of the new rich. In order to revitalize their management, specialty stores
should refurbish their interiors and improve their sales methods and customer
talk with the new rich in mind as well.
The new rich, the potential customers, were hiding under the surface for
a long time. When they emerged, they did not choose specialty stores,
and they did not go to large discount stores either. They were brought
to the surface by Phile-web.
Events that make use of the Phile-web Direct Marketing System (PWDMS),
which I introduced in the last issue, are guaranteed to attract a full
house. Only people who are interested in the event’s theme gather,
and they are sure to make purchases. The new rich take part as well. This
is a consumer revolution and a distribution revolution. In other words,
you assemble interested people, including the new rich who have come to
the surface, and directly and carefully introduce products to them. If
this can be realized, unprecedented results can be achieved. Regarding
the PWDMS, it is currently being examined with a view to achieving even
greater precision. We also hope to have steady discussions with informed
people in the industry.
While the plant-like business method is still mainstream, I believe that
the PWDMS marks the arrival of a real animal-like business method. That
is to say, there is a shift from the method of opening shop and waiting
for customers to come, to one of assembling customers and then plying
your trade. That is the way to definitely corral the new rich. We have
entered an age in which the Internet must be used resourcefully.