The Most Ruthless Brand Is To Sell "Desire Economy".

"Sex and the city" incisively and vividly excavate "desire". Designer Lee Po is the wallet designed by Sherlock's daughter, and the dress designer VIVIENNE designs the wedding dress for the heroine Keri.

After the movie, many shoes, necklaces, hotels, cell phones and other hitchhiking promotions began. This is indeed a horsepower strong desire train.

"We keep clothes that we no longer wear, but throw away our ex boyfriends, but if you love someone and then break up, where's the love?"

"I never make friends with men. I want friendship to look for women. Men are used to go to bed."

"It is generally believed that women are used to think about the left brain of emotional management, while men are the right brain with logical management, but is it really natural?

When the starting point of the problem is emotion, reason must fight with emotion. When you fall into the war between left brain and right brain, what do you do?

Should we comply with feelings or listen to reason when we talk about feelings?

This is the classic line in sex and the city. If you change your perspective, it is also a lot of people's attitude towards brand consumption.

I think "sex and the city" incisively and vividly excavate "desire". Designer Lee Po is the wallet designed by Sherlock's daughter, and the dress designer VIVIENNE designs the wedding dress for the heroine Keri.

After the movie, many shoes, necklaces, hotels, cell phones and other hitchhiking promotions began. This is indeed a horsepower strong desire train.

But those who really drive this desire train are the fashion giants. Look at the luxury brands in sex and the city -- Prada, Fendi, YSL, Dior, Ferragamo and so on.

Among them, the biggest beneficiary is Manolo Blahnik, which began to design shoes in 1971, and has always been a niche brand. Until Kelly was delighted with her high heels, the designer suddenly became famous, and tourists continued to visit Manolo Blahnik's New York store.

So the most ruthless brand is the desire to sell:

1, we have always said that experience economy, in fact, the most advanced form of trafficking experience is trafficking desire, which is also consistent with Maslow's needs in Pyramid.

The real master of the "desire economy" is the luxury brand. They are now putting the movie in the top part of marketing because they are well versed in the process of selling desire. In the past, they preferred outdoor advertisements and exquisite magazines.

2, although the Internet has hit a large area, the impact on luxury brands is not large. This is because your products and technology can easily be hit. However, luxury brands spend a lot of energy on the consumer brain's desire, which is not easily impacted on the top of Pyramid.

3, iPhone is not a mobile phone, but a "desire". In fact, looking at the apple store's train of thought is actually crossing the line of thinking to learn from luxury brands -- gold lots, masterpieces, and famous designer works, but many IT vendors are also going through the way of experiential shops, but they have not learned the true essence.

Trafficking desire is a systematic project.

The most ruthless brands around us are those who sell desire, such as Starbucks, BMW, Pepsi Cola, Nike and so on.

4, one of the most important learning needs of Chinese brands is how to learn to sell products from desires.

In fact, many companies are realizing this pformation.

When Chinese entrepreneur made an Olympic special issue recently, President Sun Mingbo of Tsingtao Brewery expressed this aspiration: "with the help of the Olympic Games, this platform will have a great impact on enriching our brand connotation.

Also led to unexpected changes in the mode of operation, simply speaking, that is, we pform from the traditional sales model to the "three in one" mode that combines brand communication, consumer experience and product sales.

In the past, we used the traditional marketing mode to sell products through wholesalers and retailers. We now pay more attention to brand and pay more attention to the experience of consumers.

Not only is the brand's taste, but more importantly, the brand's spirit and connotation, just like we drink Coca-Cola, Pepsi Cola, in fact, we drink is not a simple drink, drink is culture. "