Deep Marketing: Onion Winning Marketing Cycle

There is a vivid metaphor for intercultural communication, called onion culture. If you want to have a deep understanding of a person's inner cultural traits, you need to peel five layers of onions to see through this person. The first level is the national culture that he grew up. The second layer is the industry culture he is in. The third level is the corporate culture of his work, the fourth is the personal workplace culture, and the last layer is the community family culture of life.

　　 Marketing Like onion, you want to move. Consumer In order to buy products and services, enterprises must also start from the inside to the outside, stripping the drivers of consumers' inner needs and buying desires one after another to win the sales. Marketing is not the same as winning and selling. Marketing only means that you have worked hard, but you don't know whether you succeed or not. Winning sales is the result of marketing, and your marketing is successful. If you are lazy, you have no time to understand the internal needs of customers, peel the scallions, peel off layers of skin, for example, only care about the occupation, age, education and income of consumers, and you are marketing on the surface. If you feel that you have worked hard and stripped several layers of onions, such as studying consumer behavior and consumption changes, you are just marketing because you haven't skinned the onion yet.

The marketing level and capability of an enterprise can be divided into three levels: superficial marketing, shallow marketing, and deep marketing. Onion win sale It is a comparison between the appearance needs, behavioral needs and psychological needs of the customers and the development, change, trend and influence driving factors of social strata and social groups.

Let's take a fashionable example of leftover women. A core incentive for the growing ranks of leftover women is that they do not want to grow up, fear to grow up, hate growing up, so they have the psychological desire for inner desire. For their marketing, if you grasp the spirit of being tender, plus the self confidence of the leftover women and satisfy your satisfaction, you can do it from the inside to the inside, but still belong to the superficial marketing, better than the surface marketing, but far from the deep marketing.

The onion has a distinctive taste, its outer layer is spicy and its heart is sweet. Deep marketing is to let consumers and enterprises taste the innermost sweetness through skinning. But this is a very unfair process, because consumers are arrogant, spoiled, choosy and changeable. However, enterprises can not put on airs, like men and women, most men take the initiative. This requires enterprises to be different from others and to study the driving force of other aspects of consumers, including self driving elements (such as tangible and intangible wealth), cultural driving elements (such as Chinese and Western cultural influences), sphere driving elements (such as social class influence), social drive (such as future life trends). To accomplish this, you are marketing deeply.

Onion wins and sells in two steps: first, hierarchical positioning, then layered marketing. Hierarchical positioning refers to the different marketing strategies for different target customer groups, and the era of sending away all consumer classes with a single marketing means is gone forever. For example, leftover women are also divided into different age groups, different classes, different regions, and different consumption driving forces. Marketing strategies are treated differently and targeted, otherwise your products and services may be left behind.

Hierarchical marketing refers to the research of consumers at each level, which is the first, the first to understand, to analyze first, to wrap up the driving elements in the most innermost layer of consumer decision-making behavior, and to adopt diversified marketing methods tailored. Marketing is not just selling products and services. It also sells ideas, sells culture, sells trends, sells innovations, sells feelings and sells value. The purpose is to adapt to the change and satisfaction of future consumers. The self confidence, self satisfaction and tender psychology of leftover women are the inner factors wrapped in the outer layer, so we should understand the root of driving the consumption of leftover women from the social, cultural, economic and family levels.

To do a good job of hierarchical positioning requires enterprises and salesmen to update their knowledge structure and expand market analysis. They are concerned about the future development trend of Chinese society and the formation of new social strata. The research results of the zero point research and consulting group point out that the trend of China's future will be new globalization, urbanization, intellectualization, low carbonization, youth, narrow masses, entertainment action, customer specialization, public welfare scale, rapid imitation, digital neuroization, artistic life, quality refinement, ecological integration, consumption labelling, and urban creativity. If you know nothing about these trends, you should stop marketing. You have OUT. If you know something about it, and it is not suitable for marketing, you have no appetite for consumers. Marketing is to guide consumer spending and change the way of life of consumers. If you have a smattering of future trends, how can we guide and change the future behavior of consumers?

The trend of change and development is being reformed into a new class in China. The latest research results of the zero point research and consulting group point out that five social classes will appear in Chinese Society: upper, middle, upper, middle, middle and lower levels. These different social strata derive seventeen groups, including government officials, civil servants, private owners, business managers, professionals, IT personnel, engineering and technical personnel, teachers, salesmen, administrative office workers, self-employed persons, entertainment and entertainment service personnel, transportation service personnel, production and operation workers, construction workers, compound income farmers, farmers, forestry and animal husbandry and fishery.

In terms of marketing, the five strata need to be stratified. The seventeen group needs further stratification. Different industries, such as financial industry, insurance industry, automobile industry, real estate industry, clothing industry, entertainment industry, catering industry and so on, should continue to be stratified according to the characteristics of their products and services. Onion marketing is to clear the target target, sort it out, sort it out, and start layered marketing. {page_break}

The hierarchical marketing of onion sales requires differentiated marketing strategies and individualized marketing methods for target customers of different classes and different groups. The difficulty of differentiated strategy and personalized marketing lies in how to deeply penetrate and accurately capture the real needs of the market and consumers. In view of the five social strata and seventeen groups mentioned above, it is far from enough to study the background, income, occupation, age and region of the consumers. It is a step to study consumer's consumption behavior and consumption impact from many angles. However, there is still lack of insight into and prediction of the future trend of social development. Therefore, it is difficult to capture the needs of future consumers deeply, accurately and quickly, and it is difficult to lead the consumption trend and change consumption habits to improve the quality of consumers' future life. For example, if you produce electronic products, and you are confused by the trend and products of the intelligent and intelligent families in the tide and the future, you will lose this huge and potential market.

The charm of onion marketing is to help you achieve deep marketing. For example, we divide the new Chinese society into five classes. Besides paying attention to the background information and consumption behavior of each stratum, we should also look for the self driving, cultural driving, circle driving and social driving elements of each class.

Self driving elements come mainly from strata and groups possessions of tangible wealth and intangible wealth. The upper class is more prestigious, the upper and middle levels want to be intellectually aware, the middle and the upper level see and realize, the middle and lower levels look at the status, the lower level looks up to power and material. As far as marketing is concerned, the price and sensitivity of the products and services of the high class are low, the service quality and grade sensitivity are high, reputation means very personalized service, so the private financial services business of the bank is also generated. The threshold is high, the price is high, the service is high, the dignity is high, and the taste is high.

And cultural driving elements, from the authority hierarchy, life attitude, lifestyle, consumption concept to traditional Chinese concept, have a greater impact on the lower class, and the higher class is more deeply influenced by Western values. So the marketing of mother's day, father's day, Valentine's day and Christmas season is more attractive to the middle and high level people, while the traditional Chinese festivals have a wider impact on the lower class.

The difference between circle driving and social driving is very obvious. The upper class likes "elite aggregation", and the gathering of elite elites and celebrities is the main mode of influence. The upper middle class likes "elegant culture", which influences them most effectively through the activities of fashion frontier and literary petty bourgeoisie. The middle and the upper level likes "hot spots", likes to actively share social and consumer hot spots, and is keen to take part in it. The middle and lower levels like "interactive entertainment" and are keen on interactive entertainment programs. Nowadays, the most popular ones are social programs and networks nowadays. The lower class likes "information transmission", and tends to be more close to life and easy to understand communication methods, such as SMS and video. Understanding these drivers is helpful for marketing, for example, the high-end people are dismissive of SMS marketing. Why are many companies willing to sponsor high-end forums and index research? They value the contribution and prestige of government marketing, social marketing and public service marketing.

Knowing these driving elements and looking back at consumers' consumption behavior, enterprises can design forward-looking products and services to adapt to the trend of development. The marketing strategy can go from superficial to shallow to deep, allowing consumers to choose products and services from their own classes, groups, values, marketing methods and brand charms. In marketing, your strategy must change with different classes. Shenzhen winning apparel has made a detailed market research on the high-end clothing demand of the middle-aged and elderly women, especially in the cultural drive, the circle drive and the social drive, and made a deep anatomy of these women, creating the concept of "flower year", describing the female stratum and group of this age with the "golden age", and catching the deep driving elements of onion marketing, stratified positioning and accurate marketing, so as to make up for the blank of high-end clothing market of this age group.

Trend consumption is also a new driving element for enterprises to pay attention to different social strata and groups. What kind of brand symbols do different classes and different groups advocate? The research of zero point research consulting group shows that the top chain brands are the European and American chains and Japanese chains, and the middle and upper levels are the European and American chains and the Korean chain, and the middle level is mainly local brands. The consumption of high level symbol products has obvious advantages, while the lower class reflects the consumption trend in the quality of life products and necessities of life. The mobile phone is the best sign of all walks of life, and the automobile becomes the most important explicit tool for the middle and high class to cross the class. The upper middle class is the five class, with the strongest trend of sign products, because they aspire to integrate into the upper level through symbolic assets.

For the enterprises to win the sale of onion, the marketing strategy must be followed by different classes. The change of customer demand is from the inside to the inside, and the layers are anatomically dissected. The core consumer psychology is often invisible, often hidden behind the external information, often influenced by self, culture, circles and social driving elements. Realizing this, together with the background knowledge of consumers and the basic skills of understanding consumer behavior, the marketing of enterprises can start higher, broaden their horizons and deepen their marketing. To achieve this, your marketing will become a win sale, and the sweetness will come: the more the battalion wins, the more it wins, the more it sells, the more it sells, the more it builds, a healthy marketing and winning sales cycle.