By Marisa Chou Kam Ha
Macao has developed into an international business center in recent years. Computer proficiency and commercial knowledge are considered the most important factors in helping the post-80s in starting their own businesses.
“The Internet provides an easy channel for us to set up our own business,” said Candy Ho, a Year 4 Business English student of Shanghai University of Finance and Economics. Ho is the owner of an online stationery shop “Candy’s Stationery”, which mainly sells products of various Korean brands. She said that nowadays most people prefer to import goods from other countries via the Internet, because it is more convenient and it can provide more choices for them. Ho said, “Starting an online shop only takes you very little time.” She said that she simply opened an account on the related official website and ordered the required goods. Then, she posted photos and description on her online shop, Facebook and forums. Customers can order her products via MSN or email; the transactions take place in a checker depot or through actual contact.
According to Ho, in order to be competitive in this online market, psychological study of customers and appropriate marketing strategies are necessary. As a post-80s “shop owner”, Ho observes that teenagers prefer to buy goods that are unique and fashionable. They like to create their own trends. She said, “Clothes, accessories and make-up products are major items that sell in online shops.” Therefore, in order to be competitive, she chooses to sell Korean brand stationery, such as Jetoy, Iconic, Sakox and Doma, which has never entered the Macao market. “Online customers like to compare prices between various online shops. They prefer to buy goods which have a lower price and good credibility.” She thinks that giving discounts is an effective method to attract more customers in this competitive market.
Jennifer Lao, a Year 4 student majoring in International Business, said, “The success of a product’s sale depends mainly on the marketing strategies.” Lao said that promotion is considered the most important part in a marketing plan. She agreed that nowadays the most effective way to promote is through the Internet, because it can be accessed in many places within a short period of time and the influence is extensive.
According to Ho, her customers are mainly teenagers who got used to the Internet. She observes that Facebook is the most popular website among teenagers. It is like a communication channel for them. It seems that most of the teenagers also have an account on it and go there every day. Therefore, Ho thinks that Facebook is the best channel for her to promote her products. Through posting colorful photos and some attractive descriptions, she thinks that it helps attract the attention of the teenage groups. Besides, Ho also uses email and MSN to promote her products. She sends emails to her customers, so that they can have the most detailed and timely information about her new products.
Lao agreed that knowing the needs and preferences of customers help build a strong customer relationship. Therefore, customers’ needs can be satisfied more effectively. Ho said, “Nowadays online customers prefer to buy goods which are made in Japan, because they think that the quality is higher and it is more exquisite.” However, it is too expensive and not everyone can afford it. She thinks that Korean products have potential, because the price is reasonable and the quality can be comparable to Japanese products. Hence, she will focus on selling Korean products in the near future.
The term “post-80s” has been popular in media and society recently. It is important to explore the characteristics of this group of young adults aged between 20 and 30. While some consider this young generation as problematic and rebellious, others believe that the negative labels of the post-80s are just a false generalization established by the mass media.......
