Low Consumption And Enterprise Promotion Strategy

In fact, careful analysis will reveal that there are many hidden consumption orientations and demands behind consumers' "low consumption" behavior.

With the full market competition, constantly renovated marketing methods and the rapid dissemination of the Internet and other factors, the consumer knowledge and experience of consumers, especially those born after 80, have been unprecedentedly improved and enriched.

It can be said that the current market has entered the era of consumer sovereignty.

Although under the pressure of inflation, these more rational consumers have adopted "low" consumption behavior in the short term, but it does not mean that they have given up the value standard and consumption taste.

Under such a market background, even if the enterprise is willing to sacrifice the money, it will make a long and vigorous direct sale price promotion, but if it does not tell consumers the reasons for promotion (such as price reduction, but quality assurance, etc.), it will not only ingratiate themselves with these sensitive consumers, but will backfire, causing them to lose their trust in the products and brands of the enterprises, and lead the enterprises to "lose their wives and fold their troops". For example, the embarrassing situation of domestic brands in the domestic infant milk powder Market confirms this.

Therefore, choosing and implementing the correct promotion strategy is an important part of enterprises to deal with the current consumer's "low consumption" behavior.

Principles and guidance

We believe that the principle of "reducing prices and not falling products" is the basic principle for enterprises to implement sales promotion strategy under "low consumption".

Because "low" is just the short-term behavior of consumers under inflation pressure, they have not given up their pursuit of high-quality products and services.

If enterprises blindly pursue low price promotion efforts and ignore quality assurance, or let consumers have such misunderstanding, they will be eliminated by consumers.

The essence of marketing promotion is to achieve effective communication between enterprises and consumers. Therefore, enterprise promotions should guide consumers' reasonable psychological expectations and tell consumers that "quality is the first, and those rigid costs can no longer be reduced".

Specifically, on the one hand, enterprises should pfer enough perceived value to consumers; on the other hand, they should improve the efficiency of market promotion so that enterprises can make profits and profits more quickly and get a reasonable return.

At the same time, through low cost and high focus promotion and publicity methods, consumers can effectively reduce the purchase cost, use cost and opportunity cost, so as to provide sufficient basis for decision-making.

In short, our sales promotion is to stimulate consumers under inflation pressure to buy less, buy more to buy more, increase single consumption, slow down buying as an urgent purchase, increase consumption urgency, change parity purchase to designated purchase, and reduce unnecessary competition consumption.

These changes in consumer behavior can improve the efficiency of sales promotion, reduce the promotional cost of unit products, make the value added to the consumers better compensated, and at the same time implement the sales promotion principle of "reducing prices and not falling products", so that enterprises and consumers are in a positive interaction.

Promotion strategy selection

On the innovation and adjustment of promotion strategy, the author thinks that only by promoting "promotion" and "promotion" can enterprises improve the efficiency of sales promotion and achieve the promotion effect. That is to say, enterprises need to plan and cooperate in two levels of consumer promotion and channel promotion.

Promotion strategy planning for consumers

Enterprises' consideration of this issue must cater for and guide consumers, and let them perceive the profit making behavior of enterprises.

Specifically, it can be considered from three aspects: theme, content and efficiency.

Promotion theme: skimming flashy and paying attention to material benefits.

When the economic environment is good, businessmen will make some thematic promotional activities such as "having the chance to win the XX Tour". For example, APP has launched a theme of "Qingfeng paper towel tour to Taiwan". Its youthful face, beautiful music and beautiful scenery are very popular among consumers.

However, in the context of "low consumption", the goal of consumers is to be affordable and cost-effective. Therefore, enterprises should cater to the consumer's characteristics in the selection of sales promotion themes and gently touch the chords of their hearts.

"No extra price increase" - Pizza Hut pizza and cheers for the little surprises in our life - today's wheat and brown eggs, today's concise, practical, visible and toured promotional themes and advertising slogans have become an important support force for consumers' active consumption.