What is experience economy?

upgrading primary product competition to customer experience difference is the sustainable driving force for future value growth.

Since the success of Apple, "experience" has attracted more and more attention from all walks of life. Experience stores, scene marketing and so on of various types and industries, consumer (user) experience, experience marketing and experience economy have become the research hotspots of various industries.

Experience is the primary motive force for the development of human civilization and the source of innovation and creation. The development of the history of human civilization, from Shennong tasting herbs, cave dwelling, tribes, knotting notes, planning to penicillin, high-rise buildings, countries, literature, cloud computing, rockets to quantum computers, is the result of summing up human survival experience.

? The term "experience economy" originated in 197s, and was put forward by alvin toffler, a famous American futurist. It is regarded as another development form of economy after agricultural economy, industrial economy and service economy. In his book The Impact of the Future, he described it as follows: "Experience industry may become one of the pillars of super-industrialization, and even become the economic foundation after the service industry; The pressure from consumers and the pressure from people to hope that the economy will continue to rise will push the technological society to develop in the direction of experience production in the future; The service industry will eventually surpass the manufacturing industry, and experience production will surpass the service industry; Experience manufacturers will become the basic pillar of the economy. "

"Experience Economy" is taken as the research object, which started with the book "Experience Economy" co-authored by Joseph Pine and James gilmour in 1999, which constructed the theoretical system and practical framework of "Experience Economy" and got rid of the unconscious exploration stage. The core view is that experience economy, as an economic output, is the inevitable development of economic model after agricultural economy, industrial economy and service economy.

Agricultural economy is also called product economy. At this stage, people's basic living needs can't be met because of the low labor level and production efficiency. Industrial economy is also called commodity economy. At this stage, productivity is improved, mass social products are produced, and people's material needs are met. Service economy is separated from commodity economy. At this stage, science and technology are developing rapidly, and intelligence, Internet and related maintenance technologies are developing rapidly. Emphasis is placed on the relationship between commodity sales and customers, with emphasis on providing additional benefits. The experience economy is separated from the service economy. At this stage, the sensory, personalized and scene-based demand of the consumer promotes the reform and upgrading of the service economy, and the demand shifts from the outside to the inside, paying more attention to the individual feelings in the consumption process.

Although the concept of "experience economy" was put forward earlier, there is no definition universally recognized by all industries. At present, the widely used definition is: experience economy is to shape sensory experience and thinking identity from life and situation, so as to seize customers' attention, change consumption behavior and find new survival value and space for goods; Experience economy is a stage of social evolution in which service is the stage and goods are the props to integrate customers.

Experience economy is different from service economy. Service emphasizes how much time is saved for consumers, and experience emphasizes how much time consumers are willing to spend in experiencing products.

Experience economy pays attention to consumers' participation, sensory feelings and emotional sounds. It takes agricultural economy, industrial economy and service economy as the basis for product creation, and takes memories and feelings derived from the production process to meet consumers' needs as commodities, which is an economic model to promote the circulation of commodities and money. It is a highly personalized feeling in essence.

In the experience economy, consumers are both suppliers of raw materials and producers of commodities; Experience operators or enterprises are only suppliers of some raw materials in the experience economy. The ultimate goal of experience economy is to provide consumers with rich, highly unified, highly personalized, exciting and innovative experience products.

? The "three journeys" are the same. The process of commodity production, circulation and trading, that is, the "three processes" are the same process, which is the most remarkable feature of experience economy. Analogously to the industrial economy, the experience operator/enterprise is the rental room of the production workshop; Consumers/users/tourists are lessees of production workshops and commodity producers. The main producers and key labor providers of output goods are consumers themselves, and output goods include experience process/production process, memory, feeling, knowledge and physical goods.

the production and trading cycle is short. Compared with agricultural economy, industrial economy and service economy, the production and trading cycle of experience economy is shorter. In the period of agricultural economy, the productivity is low, and the production cycle and transaction cycle are counted by years; During the period of industrial economy, standardized and streamlined production, production and trading cycles are counted on a monthly basis; The service economy relies on commodities to extend services, and the production and trading cycle is counted by days; The experience economy directly faces the current needs of consumers/users, and the production and trading cycles are on time/minutes.

the terminal nature of consumption. The experience economy is different from the traditional economy and directly faces the end consumers. On the one hand, different from the customers in the upstream and downstream industrial chains of traditional economic consumers, such as legal persons, units, institutions and individuals, the experience economy directly faces the end consumers or end users; On the one hand, different from the competition in traditional economic industrial chain and value chain, the direction of experience economy competition is to compete for the final consumer and focus on the feelings of the final consumer.

interactive production. Consumers are often directly involved in the production process. The experience economy is centered on the "end consumer", and consumers participate in the whole process of "experience product" from production to consumption, including design, production, procurement, sales, consumption and service. The operation mode of experience economy is similar to cafeteria, and it is a typical self-service consumption mode. The production cycle of an experience product is marked by the end of the consumer experience.

the sensuality of consumption. Experience consumption is mainly to meet the needs of the final consumers, that is, people, and the most important thing is to meet people's needs for a better life. Experience economy takes human hearing, touch, smell, taste, vision and mind as the main research objects, and aims to mobilize the positive feelings of consumers' "six senses". Its central sense includes emotion, feeling and so on.

uniqueness of the product. Individualization is the soul of experience economy. The core subject of the experience economy is the final consumer, that is, "people", which pays attention to people's feelings. Everyone's experience, emotion and knowledge are different, so the experience products are also different because of the individual differences of consumers, which leads to the irreplaceable and unrepeatable production and consumption of experience economy.

the development process of experience economy is not only the experience process of products. According to the signs of experience economy, the design of experience products should pay attention to four aspects, including design theme, customer market, experience "field" and experience process.

define the design theme. The key of theme design lies in what elements are embodied and what elements are discarded in the process of experiencing product design. At the beginning of product design, we should fully tap our own conditions, lock in the core resources and advantages of product development, and make a fuss about them, which will run through all aspects of product planning, design and landing.

identify key customer groups. Guided by pre-research products, pay close attention to the changes of current market consumer groups. For example, the tourism industry should pay special attention to the new old (post-7s), Z-era (post-9s and post-s), new middle-class (post-8s and post-9s) and other annual customers, grasp the age characteristics, behavior habits and consumption habits of the three groups, and make targeted adjustments to the landing of pre-research products.

innovation creates an experience "field". Experience the place where products are produced and consumed, focusing on three aspects: people, scenes and interactive connections. "People" focus on the characteristics and consumption habits of consumer groups, do a good job of portrait or demand profile, and internalize potential needs into the scene design. "Scenes" emphasize the creation of atmosphere. Natural materials such as mountains, water, stones and wood, cultural resources such as history, folk customs and cultural symbols, and scientific and technological resources such as sound, light, electricity, water, fog, fire, VR and holographic images can be used to creatively build places where consumers can devote themselves wholeheartedly. "Interactive connection" should consider the interaction between man and himself, man and man, man and things, man and nature, and pay attention to the design of emotion, knowledge and perception.

the experience process of melodic design. Design is the scope of art, so we should pay attention to the sense of melody of works of art. According to Daniil Kahneman's law of peak and end, "peak" and "end" are "critical moments" of experience. Through the peak design to create ups and downs experience, it can arouse consumers' emotion. For example, in the color agent of tourist products in scenic spots, the overall design should be carried out according to the main tour line of the scenic spots, and the high "peak" experience should be divided into nodes from the entrance to the exit, and the intensity of excitement and the corresponding matching tourist projects should be determined according to the time, and more people's photography spots and unique cultural and creative products in the scenic spots should be provided to improve the experience process.

well-designed user experience is the soul of all great products.