Treasure Hunt: Inside the Mind of the New Consumer(寻宝：好省族的消费观念)

Book Description
Come and join the hunt - secrets for success in a world of bargain seekers. This is an examination of the economic countertrend whereby middle income consumers have made the art of bargain hunting into a major business opportunity. Some people choose to pay premium prices for goods and services they care passionately about, from cars and spas to swanky coffee and faux-industrial kitchens. And some people - most people, in fact - have been choosing, since the advent of the Internet and the global marketplace, to shop lower and lower for the indispensable things in life, leaving more cash free to splurge on the luxury items they really care for. Silverstein characterises these two practices (often to be found in the same person) as "trading up" and "trading down". Some companies thrive by playing up to the high-end consumers, others by chopping down to the low - but what about the companies stuck in the middle, neither bargain-basement nor super-luxury? Without a push in the right direction there is only one outcome for these stick-in-the-middle outfits, as their market is eroded by the counterweights of the uptraders and the downtraders - change or die. Deftly documenting the personal experiences of real consumers, especially those who belong to the middle classes of income brackets, "Treasure Hunt" offers an insightful and empathic prescription for the salvation of the mid-market company staring down the barrel of an empty shopping aisle.

Book Dimension
length: (cm)23.1 　　　 　　　　　 　　　　　 width:(cm)16

Book Description
Come and join the hunt - secrets for success in a world of bargain seekers. This is an examination of the economic countertrend whereby middle income consumers have made the art of bargain hunting into a major business opportunity. Some people choose to pay premium prices for goods and services they care passionately about, from cars and spas to swanky coffee and faux-industrial kitchens. And some people - most people, in fact - have been choosing, since the advent of the Internet and the global marketplace, to shop lower and lower for the indispensable things in life, leaving more cash free to splurge on the luxury items they really care for. Silverstein characterises these two practices (often to be found in the same person) as "trading up" and "trading down". Some companies thrive by playing up to the high-end consumers, others by chopping down to the low - but what about the companies stuck in the middle, neither bargain-basement nor super-luxury? Without a push in the right direction there is only one outcome for these stick-in-the-middle outfits, as their market is eroded by the counterweights of the uptraders and the downtraders - change or die. Deftly documenting the personal experiences of real consumers, especially those who belong to the middle classes of income brackets, "Treasure Hunt" offers an insightful and empathic prescription for the salvation of the mid-market company staring down the barrel of an empty shopping aisle.

Book Dimension
length: (cm)23.1 　　　 　　　　　 　　　　　 width:(cm)16