{"id":5154,"date":"2024-12-05T11:36:16","date_gmt":"2024-12-05T11:36:16","guid":{"rendered":"https:\/\/hamilton.global\/?p=5154"},"modified":"2025-10-16T11:18:21","modified_gmt":"2025-10-16T11:18:21","slug":"ponencia-jordi-aymerich-craft2b-ccam","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/ponencia-jordi-aymerich-craft2b-ccam\/","title":{"rendered":"Pon\u00e8ncia de Jordi Aymerich a Craft2B Connections"},"content":{"rendered":"<h1>Jordi Aymerich realitza una pon\u00e8ncia al programa Craft2B Connections organitzat pel CCAM<\/h1>\n<p>Jordi Aymerich, partner principal de <a href=\"https:\/\/hamilton.global\/ca\/\" target=\"_blank\" rel=\"noopener\">Hamilton<\/a>, va ser convidat a participar a la <strong>\u00ab2a Trobada de Foment de la Cocreaci\u00f3 entre l&#039;Empresa Innovadora i l&#039;Alta Artesania\u00bb,<\/strong> un esdeveniment incl\u00f2s en el marc del <strong>programa Craft2B Connections,<\/strong> organitzat pel <a href=\"https:\/\/ccam.gencat.cat\/ca\/consorci\/qui_som\/\" target=\"_blank\" rel=\"noopener\">Consorci de Comer\u00e7, Artesania i Moda (CCAM)<\/a> amb l&#039;objectiu d&#039;establir connexions i sin\u00e8rgies entre el sector artesanal i empreses innovadores susceptibles d&#039;incorporar l&#039;artesania a la proposta de valor.<\/p>\n<p>Al seu<strong> pon\u00e8ncia titulada \u00abEconomia i artesania, artesania i economia, binomi de futur\u00bb<\/strong>Aymerich va oferir una profunda reflexi\u00f3 sobre la interrelaci\u00f3 entre l&#039;economia i l&#039;artesania, destacant com ambd\u00f3s sectors poden convergir per generar noves oportunitats de futur per als artesans i el mercat en general. Durant la seva intervenci\u00f3, Aymerich va recordar una c\u00e8lebre cita de David Ogilvy, el reconegut publicista: &quot;El consumidor no actua com diu, no diu el que pensa i no pensa el que sent&quot;. Aquesta afirmaci\u00f3 subratlla la complexitat del comportament del consumidor i la necessitat de comprendre&#039;l mitjan\u00e7ant un enfocament m\u00e9s detallat i matisat. Amb aquest context, Aymerich va presentar una clara segmentaci\u00f3 del p\u00fablic objectiu del sector de l&#039;artesania, basada en estudis previs realitzats en col\u00b7laboraci\u00f3 amb el CCAM.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-5166 aligncenter\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2024\/12\/ponencia-jordi-craft2b-ccma.jpg\" alt=\"ponencia-jordi-craft2b-ccma\" width=\"900\" height=\"600\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2024\/12\/ponencia-jordi-craft2b-ccma.jpg 900w, https:\/\/hamilton.global\/wp-content\/uploads\/2024\/12\/ponencia-jordi-craft2b-ccma-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 900px, 100vw\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>La import\u00e0ncia de la segmentaci\u00f3 del consumidor al sector artesanal<\/h2>\n<p>La segmentaci\u00f3 que Aymerich va compartir es basa en dades i an\u00e0lisis que defineixen amb precisi\u00f3 els diferents <strong>perfils de consumidors dins del mercat de l&#039;artesania<\/strong>. Aquesta segmentaci\u00f3 va permetre identificar els h\u00e0bits de compra i la freq\u00fc\u00e8ncia amb qu\u00e8 els consumidors adquireixen productes artesans, un factor crucial per als artesans a l&#039;hora d&#039;ajustar les estrat\u00e8gies comercials. Segons els estudis presentats, s&#039;observa una penetraci\u00f3 elevada de mercat en el sector de l&#039;artesania, amb una freq\u00fc\u00e8ncia de compra relativament baixa. Nom\u00e9s <strong>el 28,6% dels compradors s\u00f3n considerats \u00abhabituals\u00bb<\/strong>, \u00e9s a dir, aquells que adquireixen productes m\u00e9s de dues vegades a l&#039;any.<\/p>\n<p>Tot i aquesta freq\u00fc\u00e8ncia de compra baixa, Aymerich va assenyalar que no es tracta necess\u00e0riament d&#039;un desavantatge per al sector. Va citar una frase d&#039;Herbert Bayard Swope que ressalta una valuosa lli\u00e7\u00f3:<strong> \u00abNo et puc donar la f\u00f3rmula de l&#039;\u00e8xit, per\u00f2 te&#039;n puc donar una per al frac\u00e0s: intentar sempre agradar a tothom\u00bb<\/strong>. Aquesta perspectiva refor\u00e7a la idea que l&#039;artesania ha de centrar-se a comprendre profundament els diferents tipus de compradors i adaptar-se a les necessitats i desitjos espec\u00edfics.<\/p>\n<p>&nbsp;<\/p>\n<h2>Els quatre segments del consumidor artesanal<\/h2>\n<p>Dins aquesta segmentaci\u00f3, Aymerich va distingir quatre grups clau de consumidors, cadascun amb caracter\u00edstiques i prioritats pr\u00f2pies:<\/p>\n<ol>\n<li><strong>El segment Singular:<\/strong> Aquest grup valora especialment l&#039;originalitat de les peces artesanes. Els consumidors d&#039;aquest perfil busquen productes \u00fanics i aprecien la distinci\u00f3 i el car\u00e0cter de les obres.<\/li>\n<li><strong>El segment Comprom\u00e8s:<\/strong> Els consumidors d\u201faquest grup consten d\u201fun alt comprom\u00eds amb el sector i valoren sobretot aspectes relacionats amb l\u201feconomia local, la diversitat i la sostenibilitat. Se senten atrets per productes que no nom\u00e9s s\u00f3n artesanals, sin\u00f3 que tamb\u00e9 donen suport a causes socials i mediambientals, afavorint el comer\u00e7 responsable i \u00e8tic.<\/li>\n<li><strong>El segment Exclusiu:<\/strong> Aqu\u00ed, el consumidor busca exclusivitat i distinci\u00f3. Aquest grup valora les peces limitades o personalitzades, i est\u00e0 disposat a pagar un preu m\u00e9s alt per productes que no es troben f\u00e0cilment al mercat, buscant sempre el que \u00e9s rar i diferent.<\/li>\n<li><strong>El segment Qualitat:<\/strong> Per a aquest grup, la qualitat de la pe\u00e7a \u00e9s la principal prioritat. Busquen productes que ofereixin una durabilitat i acabats excel\u00b7lents, destacant l&#039;habilitat i el mestratge de l&#039;artes\u00e0.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h2>Oportunitats per als artesans<\/h2>\n<p>La presentaci\u00f3 d&#039;Aymerich va subratllar <strong>com els artesans poden aprofitar aquests <\/strong><em><strong>insights<\/strong>.<\/em> En comprendre en profunditat els seus clients i els factors que influeixen en les seves decisions de compra, els artesans poden connectar de manera m\u00e9s efectiva amb els p\u00fablics adequats, enfortir la seva pres\u00e8ncia al mercat i, en \u00faltima inst\u00e0ncia, millorar-ne la competitivitat.<br \/>\nLa clau, \u00e9s <strong>adaptar les ofertes a les demandes espec\u00edfiques de cadascun d&#039;aquests segments<\/strong>, utilitzant dades precises i segmentaci\u00f3 avan\u00e7ada per maximitzar l&#039;impacte i la rendibilitat del negoci artesanal. D&#039;aquesta manera, el binomi d&#039;economia i artesania es converteix en una f\u00f3rmula poderosa per crear un futur pr\u00f2sper i sostenible, tant per als artesans com per al mercat en conjunt.<\/p>\n<p>Aqu\u00ed teniu informaci\u00f3 detallada sobre la 2a trobada del Programa craft2b connections: <a href=\"https:\/\/ccam.gencat.cat\/ca\/arees_actuacio\/artesania\/serveis-artesania\/2a-trobada-crafts2b\" target=\"_blank\" rel=\"noopener\">https:\/\/ccam.gencat.cat\/ca\/arees_actuacio\/artesania\/serveis-artesania\/2a-trobada-crafts2b<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-5168 aligncenter\" src=\"https:\/\/hamilton.global\/wp-content\/uploads\/2024\/12\/carft2b-ponencia-jordi-ccma.jpg\" alt=\"carft2b-ponencia-jordi-ccma\" width=\"900\" height=\"600\" srcset=\"https:\/\/hamilton.global\/wp-content\/uploads\/2024\/12\/carft2b-ponencia-jordi-ccma.jpg 900w, https:\/\/hamilton.global\/wp-content\/uploads\/2024\/12\/carft2b-ponencia-jordi-ccma-480x320.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 900px, 100vw\" \/><\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Jordi Aymerich realitza una pon\u00e8ncia al programa Craft2B Connections organitzat pel CCAM Jordi Aymerich, partner principal de Hamilton, va ser convidat a participar a la \u00ab2a Trobada de Foment de la Cocreaci\u00f3 entre l&#039;Empresa Innovadora i l&#039;Alta Artesania\u00bb, un esdeveniment incl\u00f2s en el marc del programa Craft2B Connections, organitzat<\/p>","protected":false},"author":4,"featured_media":5188,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[217,1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO 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