Marketing And Marketing Trends Before Marketing

Why can "H&M" and "ZARA" achieve great success in the Chinese market?

One important reason is the control of fashion and consumption trends.

Any enterprise wants to know its consumers: what are the consumers planning today and what will they like tomorrow?

However, the minds of consumers are often only "smart" enterprises can guess, and dull enterprises have been "copying", lack of insight.

What needs to be interpreted behind this is the hidden mystery, that is, the trend of popularity and consumption.

This seems to be a mysterious proposition.

Enterprises that fail to understand this tend to attribute the success of other enterprises to the extraordinary observation and decision making power of entrepreneurs.

This observation is often deified into an extraordinary "intuition".

Therefore, entrepreneurs are deified, and "intuition" can not be duplicated, and such success can not be duplicated.

In fact, "trend" is not a myth. As long as we are concerned, "trend" is a business that can be cracked.

Why should we predict the trend?

A famous Japanese electric appliance brand has planned to take the price war course when it hits the Chinese market.

"We have developed a microwave oven which is cheaper than China."

But its marketing consultant has negated this plan. "The Chinese market is upgrading its consumption. You should take the high-end line.

Hurry up and bring your best and most expensive things. "

After listening to advice, the enterprise quickly adjusted the market strategy and put its own high-end fitness equipment into the Chinese market. These tens of thousands of fitness machines were quickly favored by Chinese consumers and made huge profits for the enterprises.

Facts have proved that only by understanding the trend can we make a more accurate marketing strategy.

Consumer trends research expert, Style-Vision creative director Angnes Kubiak pointed out that the trend will provide a framework for product design, which can be used to find the needs of consumers.

Fu Jiong, an expert on consumer trends and design trends at the school of media and design, Shanghai Jiao Tong University, pointed out that each product has different R & D cycles. For example, the R & D cycle of mobile phones is 6 months, the R & D cycle of cars is five years, and consumers' grade change is obviously much faster than that of long development cycles.

So how do we predict the trend?

First of all, enterprises must learn to define their products and services in the life of consumers, and define the size of consumption problems.

If the product is relatively simple, such as toothbrushes, razors, etc., it mainly studies the changes in consumer behavior; if the products are more complex and more systematic, such as family cars, family bathroom systems, etc., we should also pay attention to the changes brought by the trend of social development to life forms.

The more complex and R & D products are, the more research will be done on the consumption trend of enterprises. This will allow enough time for R & D.

Obviously, the study of consumer trends is much more complicated than the market test of the product.

First of all, enterprises need to be good at observing consumer behavior, and are good at finding changes in the lifestyle of consumers, so as to catch consumers' needs that are not met.

In addition, smart enterprises find new opportunities and new risks that need to be circumvent in the adjustment of national minor policies.

The birth of trend

Since it is a prediction, it is impossible to achieve one hundred percent accuracy.

In fact, there is an open secret behind the trend of fashion: that is to create momentum.

"There are various industry meetings in the world to predict the next trend. When the trend is discussed, all we have to do is to use advertising and marketing to enhance the prediction results.

This requires the industry to work together and lead by the industry leader. "

Fu Jiong pointed out that "first of all, we feel that the trend of international fashion is often a fashionable fashion brand, and then penetrate into the low-end clothing.

At the same time, this trend will also spread to other related industries such as IT, watches, upholstery and so on.

This is accompanied by the media's popularity and advertising enhancement.

It's hard to say whether people are pushing the trend or the trend is pushing people.

But one thing is certain that fashion is "hegemonic" and can only be catered for, otherwise it may be marginalized.

Fu Jiong gave an example. When the IT bubble burst, the western economy began to slide. At that time there was a kind of escaping sentiment in the western society, so the attention of natural theme, classicism and subculture became a popular trend.

In 2006 and 2007, GUCCI launched a series of personality rock routes, while Chanel launched a series of pure girls. These two series were all successful.

When these high-end brands push these elements, the middle end brand starts to follow up, but the style weakens.

After that, more categories of products began to chase these trends, which spread from clothing to all levels of society.

This is the myth of the trend.

Of course, on the basis of the overall trend, every successful brand will add its own characteristics.

The products seen in the counters of high-end clothing shops have both fashionable similarities and uniqueness of each brand.

However, in the low-end clothing market, the colors and styles seen are messy, neither common nor difficult to display.

The gap between Chinese brands

Fu Jiong and his team once made a consumer study for a domestic car brand. After 42 days' research, Fu Jiong's team found that consumers who bought this brand of car were mainly made up of mature intellectuals.

Before that, the car brand was not very clear about what kind of group its consumers were.

This case seems to have nothing to do with the trend, but in fact it is the first step to understand the trend -- understand the person who buys your product.

Because we can only predict tomorrow if we have mastered the behavior characteristics of consumers today.

For Chinese enterprises, trend prediction is still a fresh word.

Fu Jiong believes that, like this automobile company, "many Chinese companies still do not know who their precise products are."

This is bound to predict the future of Chinese enterprises.

Through investigation, Fu Jiong and his team divided the consumer of the automobile enterprise into five types, and recommended that the enterprise launch five different grades from low to high according to these five types: script src=>