社会性与故事性消费 本文网址：http://www.seinsights.asia/story/249/130/424 中文译稿：金靖恩／英文原稿：迫俊亮 「为了支持日本东北的经济，有许多原本不喝清酒的人现在也开始尝试清酒，并逐渐感受 到清酒的美好滋味。」Giichiro Yaegashi递给我一杯溢满香气的龙泉八重樱时，缓缓说 道。－日本时代杂志（The Japan Times） 距离日本东北发生的大地震已经一年了，当时有许多人担忧着地震、海啸、和福岛核灾将 重创当地的经济，然而，在过去一年日本东北的清酒销售量却微幅提升，有许多人为了支 持当地经济而去购买清酒。我自己也认识许多这样的人（包括我父亲在内），都是为了援 助东北而购买清酒，而让我难忘的是，我的父亲似乎比以前更享受清酒的滋味了。这就是 「社会性与故事性消费（social & story consumption）」其中一个明显的实例。当产品 与社会价值（social value）或有意义的故事连结在一起时，消费者往往能从中感受到更 高的附加价值。就像我的父亲得以更享受东北的清酒，除了清酒本身的滋味以外，也是因 为他购买清酒的背後有着支持东北经济的社会价值。 我们现在正经历一个重要的消费转变。为了解释这种消费的转变，我想介绍着名的马斯洛 「需求层级」理论。底下这个金字塔图表显示了人类需求的不同层级，这表示了人们倾向 在满足基本需求後，才往上追寻更高的需求层级。 这个理论可以完全解释上文提到的消费转变。让我们假设你想要买一个手提包： Case 1：生理基本需求 若只是为了满足最基本的生活需求，你可能会直接在菜市场选择一个最便宜、没有特殊设 计、但却非常实用的包包。 Case 2：爱与归属感需求 为了满足「爱与归属感」的需求，你可能会购买一个在你想归属的社群中非常受欢迎的包 款。例如：若你想融入爱好户外运动的社群团体，你可能会购买那些人会喜欢的 Patagonia户外休闲包款。（编按：Patagonia为着名的户外运动服饰品牌） Case 3：自尊需求 「自尊需求」是许多奢华品牌试图实现的需求层级。你可能会为了展现自己经济上的富裕 程度而购买一个LV或GUCCI名牌包。 Case 4：自我实现需求 终於，你来到了马斯洛需求金字塔中的最顶层—自我实现。这个层级就是前面提到那些为 了支持东北经济而购买清酒的消费者想满足的需求。藉由购买商品来帮助日本东北的居民 ，便是一种自我实现的方式。 由於「自我实现」的需求层级位於金字塔的最顶端，追求此需求层级的人在各国都不多， 且这类消费者的数量多寡端视当地消费文化的成熟度而定。在日本，如同东北清酒的例子 所显示，已经有愈来愈多的消费者开始尝试追求自我实现，寻找那些能让他们实践自我价 值的商品。而Motherhouse品牌也尝试透过在产品中附加社会价值以及有意义的故事，来 满足消费者对於自我实践的需求。 Motherhouse相信时尚消费可以成为改变社会、使社会更美好的一种工具，而时尚产品也 能成为帮助开发中国家的一种媒介。由於Motherhouse的产品全部在孟加拉的自营工厂制 造，并使用当地素材，消费者在购买这些商品的同时，也等於为孟加拉的劳动者提供了工 作机会。此外，Motherhouse也致力於和消费者分享产品的生产环节，甚至定期邀请顾客 到工厂参观、直接与生产者沟通，让他们不只认识商品，也能参与每个产品背後的设计者 与生产者故事。 这种在产品中附加社会与故事性价值的作法受到日本市场的肯定和欢迎，而Motherhouse 现在也正尝试在台湾分享这样的消费哲学。其实，这种消费型态的转变已经在台湾发生了 ，这也是为什麽Motherhouse能在台北市最重要的百货公司之一—忠孝SOGO开设分店。我 相信将来会有愈来愈多的台湾消费者接受这种新的消费理念，因为这是人们心中的一种本 能。 最後，我想引用一段文字来为本篇文章作结，而这段文字的作者－亚当．史密斯－经常被 人们误解为「冷血」的市场经济信徒，事实上，他最有名的着作《国富论》，是这段引言 出处的延伸读物。（编按：《道德情操论》於1759年出版，《国富论》於1776年出版。） 同理心，并不完全是从热情（passion）产生的，而是从当下的情境（situation）产生。 有时候我们面对别人的难处时，会感受到强烈的无力感，那是因为我们正站在他的情境和 立场设想，此时一股在这种设想中所产生的热忱便会从我们心中油然而生，然而一旦抽离 此情境、回到现实中，这股热忱可能就不复在了。－《道德情操论》 因此，我们公司试着让消费者了解产品的生产脉络或情境，进而引发他们心中的共鸣感与 同理心。透过推动故事性消费，我们希望可以透过更永续的方式，将人们的购买力与自我 价值观和同理心紧密地结合。 ------------------------------------------------------------------------------ Social & Story Consumption "Even people who were not sake drinkers before want to drink sake to support Tohoku, and they are gradually realizing how good the sake is," Giichiro Yaegashi tells me, as he hands me a fragrant cup of Ryusen Yaezakura Junmai Daiginjo to sample.” (The Japan Times) It has passed one year since the catastrophic earthquake suffered Tohoku region in Japan. While many people had feared that the combined effects of the earthquake, tsunami and the nuclear turmoil in Fukushima would bring disastrous consequences to the industries in Tohoku region. However, the sales for the sake industry in Tohoku increased slightly in the past one year. Many people bought sake from Tohoku to support the producers. I personally know a lot of people, including my dad, who purchased Tohoku sake after the earthquake. The memorable thing about it for me is that when my dad drank the Tohoku sake, he seemed to enjoy it much more than usual. This is one clear example of “social & story consumption” I write about in this entry. Consumers can obtain more values when social value or meaningful story is attached to product. My dad could enjoy the Tohoku sake that much because he enjoyed the social value to support Tohoku, in addition to the taste. We are now experiencing a significant consumption shift. To explain this consumption shift, I would like to introduce a famous chart below called “ the Hierarchy of Needs” made by Abraham Maslow. This pyramid chart shows the level of human needs, suggesting that people are motivated to fulfill basic needs before moving on to higher needs. This theory can be perfectly applied to explain the consumption shift. Let’s assume that you want to buy a hand-bag. Case 1: To fulfill Physiological and Safety need You would acquire the cheapest bag which has no design but very practical in order to fulfill your minimum need to survive. You would purchase this kind of handbag at a local market. Case 2: Love / belonging need To fulfill this need, you would purchase a hand-bag which is popular in a community that you want to belong to. For example, if you want to be a part of outdoor lover community, you would buy a bag of Patagonia. Case 3: Esteem need This is the need which luxury brands try to fulfill. You would buy a bag of LOUISVUITTON or GUCCI to show your economic affluence. Case 4: Self-actualization need Finally, you reach the need which locates at the top of the pyramid, self-actualization. This is the need what those who bought Tohoku sake try to fulfill. Helping Tohoku people through buying their products can be a way of self-actualization. Since the need for self-actualization locates at the top of pyramid, those who acquire this need are not many in most countries. The size and percentage of this segment depends on the maturity of its consumption culture. In Japan, as the example of Tohoku sake shows, more and more people start acquiring the need of self-actualization. Many consumers are now looking for a product which can provide them a way to achieve their self-actualization need. And Motherhouse tries to fulfill the need through attaching social value and story to its products. Motherhouse believes that fashion consumption can be a way to change the society for the better, considering its products as a mean to do good for developing countries. Motherhouse produces all the products at its own factory in Bangladesh and uses local materials, so buying its products results in providing employments to local workers in Bangladesh. Also, Motherhouse shares all the processes of production with its customers, so customers can enjoy not only enjoy a product itself but also stories of producers and designer behind the product. Motherhouse even regularly invites customers to its factory to directly communicate with producers. This approach to provide social value and story attached to product works well in Japan market so far, and Motherhouse is now challenging to do the same in Taiwan market. This spend shift already began in Taiwan. This is why Motherhouse can open its own shop at Zhongxiao SOGO, one of the top department stores in Taipei. I am very confident that Taiwanese consumers would accept this new consumption style because this is an instinctive need of human beings. I conclude this entry with a quote from a person who is usually misunderstood as a cold-blood market fundamentalist. Actually, his most famous book, the Wealth of Nations, is merely a side reader of the book I quote below. “Sympathy... does not arise so much from the view of the passion, as from that of the situation.... We sometimes feel for another, a passion of which he himself seems to be altogether incapable; because, when we put ourselves in his case, that passion arises in our breast from the imagination, though it does not in his from the reality.” — Adam Smith, The Theory of Moral Sentiments So our company tries to induce people's sympathy by having them understand the background situation / context where our products are made. Through advancing story consumption, we hope to align people's purchasing power with their own personal values, including sympathy, in a more sustainable way. ---------------------------------------------------------------------------- 作者介绍： 迫俊亮（Shunsuke Sako） 现任Motherhouse的国际行销经理。Motherhouse是来自日本的时尚品牌， 产品以手提包 为主，所有产品都由开发中国家的合作夥伴手工制造，目前在日本已开设七间分店、在台 湾设有一间旗舰店，并分别在孟加拉和尼泊尔经营「笑颜工厂」，在日本已是相当知名的 社会企业。Mr. Sako将在这里分享自己成为Motherhouse创始团队成员的经历，并透过自 身经验分享迈向「社会企业家」之路的成功心法以及具体实践法则。 --

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