Why Do Customers Buy You?

To win in a complex market environment

Chinese consumers are becoming more and more happy.

The era of consumption shortage has long passed. Instead, daily consumption is more and more like "Taobao" activities.

Consumers are always looking forward to the expectation of overvalued returns, searching in a vast and varied commodity and service without any scruples, pursuing more colorful products and colorful services.

Complex market environment

"Good things" for consumers often make enterprises scratch their heads.

More and more brands, more and more products, more and more competitive, consumers are becoming more and more changeable.

The market environment faced by enterprises is more and more complicated.

Consumers are getting more and more difficult to figure out.

Consumers are the most difficult to fathom. Sometimes they are cautious and cautious. Sometimes they throw money away. Sometimes they dislike the price of jumping out of a building, sometimes they are not able to walk in discounted shopping malls.

Today's marketing is more complex than ever before. It needs to face extreme segmentation, extreme saturation and extremely new market environment.

Demand is becoming smaller and smaller, and consumers are more and more personalities.

More complicated is that when an individual or group is in a different situation, the performance and demand may be quite different: they may choose to travel on the subway from Monday to Friday, and may travel by car on weekends. They may choose vegetarian diet in the first and fifteen days, but they may be interested in delicacies at ordinary times. Young women may choose wholemeal sugar free bread at noon and eat chocolate ice cream in the afternoon.

The class of consumption does not exist.

Consumers are becoming more and more complex. In the past, the method of dividing consumers by stratum and crowd did not work, and the utility of STP was decreasing.

The middle class who sweeps in luxury stores can buy 3 hours to drive to the supermarket on the other side of the market to buy 5 kilogram of eggs per kilogram. Female college students can eat 1 yuan of instant noodles every day, save 3 months' living expenses to buy a brand-name handbag; the rich class may buy private aircraft, luxury cars, yachts, but wear 10 pants and 3 underwear in big stalls.

Product consumption is a complex behavior, which is closely related to people's life experience, personal preferences and emotional tendencies.

The rich products confuse consumers.

In the past, we saw the market as an individual and business entity that met certain needs and needed or potential needs to satisfy demand through products and services.

Now, we must limit the three elements of "specific group", "specific situation" and "specific product" for this demand.

Because demand groups are becoming smaller and smaller, demand will also vary with the situation. At the same time, the products that meet the needs will become more diversified.

For example, the need to communicate with family and friends, the elderly use the telephone, and young people choose the Internet.

Young people will also choose different websites in different situations. Their "sleepy hours" which are most difficult to send on weekdays are spent on Facebook and happy Internet, and at weekends they communicate with foreign friends and choose MSN chat software.

The market is changing and changing rapidly. Consumers are also uncertain. The rich products make them more and more disloyal.

Consumption experience is more important.

With the growing maturity of communication, the efficient pmission form will gradually lose its appeal to consumers.

The high demand of consumers has promoted the progress of many industries. Enterprises have begun to pay attention to the real experience that products or services bring to consumers. Through this communication with consumers, enterprises have been more effective in promoting themselves.

Southwest Airlines is just a small company, but it is among the top ten companies in the United States.

An important reason is that its advocacy of "relaxed and happy travel life" is not empty talk.

Southwest Airlines asks for jokes when it wants to hire a stewardess. It can amuse you. The chairman has played funny roles many times in the waiting room. This will make the customers feel "relaxed and happy traveling life" deeply throughout the journey.

This kind of consumption experience related to the core value of the brand can be truly felt, and it is also a more effective way to communicate with consumers.

Brand pull and promotion thrust

In the face of complex market environment, we need to do basic work well.

There are two points for consumers to buy from you instead of competitors. Two points need to be noticed and adjusted accordingly.

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Forming brand pull

In fact, no matter whether a rational consumer or a sensible consumer, no one will deny that he is a smart consumer.

They believe that they are masters of truth. They are more willing to believe in their own experience and judgment.

Such a fact based on experience and judgment is the reason why they pay their money and what they think is "value".

The fact that we are talking about usually comes from the assurance of the needs of consumers and is achieved through the active guidance of enterprises.

Generally speaking, enterprises need to achieve this goal through two steps: first, make clear what kind of facts we need to shape, which should come from the market, from research and from consumers. Secondly, after finding this fact, we should guide and constantly focus on shaping and strengthening this fact through brand communication and promotion.

We call this process "forming tension", and form a "buying driving force" by building brand, forming value cognition and occupying the mental resources of consumers.

For example, Ting Mei underwear will create "good shape" for you through product design and advertising, which is why consumers buy Ting Mei underwear.

Most consumers will think that mousse mattress is a foreign brand with reliable quality and better comfort, so it is willing to buy it at the price of "import brand".

Consumers buy Wang Laoji, also think that it can go to the fire, and in fact it is saying "afraid of getting angry to drink Wang Laoji".

It is important to note that this fact must satisfy three conditions: first, this fact is that consumers are very concerned about and concerned closely with them; second, this fact is best to belong to your brand, not everyone, that is to say, it must be unique; third, this fact is not static, it may be dynamic and changing at any time, we must do a good job of consumer insight, do a good job of collecting and analyzing market information, and anticipate the market.

Forming sales push

Consumers do not buy cheap products and buy cheap products.

Consumers do not need anything that is really cheap, but something that needs to be considered mentally cheap.

In other words, the price of 1000 yuan, 800 yuan to buy hands, which accounted for cheap.

Consumers will choose the lowest price goods in similar products of the same quality and quality.

At this point, they have a "cheap" mentality, hoping to become "expert" consumers in their familiar products, understand the attributes and value of products, and obtain goods at the lowest cost.

Look at a typical example: brand watches, leather bags and cosmetics are favored by the middle class, but they will go to Hongkong to sweep goods unscrupulous for hundreds of thousands of dollars.

What they care about is not cheap but cheap.

In Beijing, the luxury consumer group for Xpu Ha Palace Hotel, Jin Bao Hui, Xinguang heaven and earth when to promote sales, when discount is known, to the discount season they swept a lot, this is by no means absolutely cheap, but is taking advantage.

The way to achieve this goal is called "sales push", that is, discount sales in the usual sense, or the psychological expectation of consumers (psychological price) is raised to make it look cheaper.

The reason why discount sales have huge damage lies in satisfying consumers' psychological advantages.

The first invention of the "jump sale" and "buy one get one" are very great, he made the consumer feel a great advantage.

Discount sales, which have been used for more than 10 years by merchants, are still being used, and become the most commonly used modes for many manufacturers to enter new markets, squeeze competitors, expand the market share of old products and so on.

Today, 4S stores have car sales, shopping malls vouchers, business membership cards, various discounts and price cuts...

Promotion means and methods emerge in an endless stream. Sales promotion has become an essential sales tool.

Another strategy to make consumers feel cheap is to boost consumer expectations of brands and products.

This psychological expectation is the experience summary of consumers' daily consumption, but in the final analysis, this experience summary is still presupposed and guided by the brand.

The higher the value of brand and merchandise, the better the brand image, the higher the consumer's psychological expectation, the higher the price will be.

Once the actual selling price is lower than this expectation, consumers will think that they have taken advantage of the low price and bought cheap, high-quality and low priced products.

What brand communication promotion should do is to try to raise this psychological expectation, give the brand and product a higher value, and establish a higher potential energy.

Some low-end brands of luxury goods satisfy the psychological needs of consumers.

Giorgio Armani is the most expensive series of Armani ready-made garments, and the price of Emporio Armani will be much lower.

Emporio Armani satisfies consumers' vanity on brand, and is more easily accepted in price.

In complex market environment and numerous products, if we want to win consumers, we must master the two forces of "pushing and pulling".

Through brand building, value pull is formed, and sales push is formed through promotion. This is the rule of making consumers choose you instead of competitors.

To win consumers, enterprises need to adjust their marketing strategies in two aspects: brand pulling and sales push.