Only By Grasping The Mentality Of Customers Can The Sales Boom Of Shoe Industry Be Triggered.

Did you notice that this year's shoes are generally colourful?

This is the rule, in the market downturn, the brand more hope to brighten up the consumer desire, which is the role of the atmosphere.

It's hard to sell, but the market is hard.

In order to better control the terminal, I believe that most brands have made great efforts in commodity organization, promotion strategy and so on.

In fact, apart from these, the end users of different brands need to make an essay on the consumer mentality and manufacturing atmosphere.

Consumers are more astute now, so it's not easy to let them go out of their pockets.

If we seriously study the attitude and behavior of consumers, we will find that consumers are exposed to a brand mainly through two latitudes: first, material level or mental level; two, direct contact or indirect contact.

If we cross these two latitudes, we can get the different experiences of the four quadrants: cognitive experience, purchase experience, use experience and value experience.

Among them, the purchase experience is the behavior process of consumers looking for products after buying the motivation through the cognitive experience.

Therefore, this is also your brand's first date with consumers.

In this experience, if your product's style, price, display,

If we can conquer consumers, they will buy their products in your pocket.

Then, what kind of state of mind do consumers experience in the purchase experience? The author divides them roughly into 4 categories according to the order of consumers' contact information:

Understand the risk aversion before the situation.

In the initial purchase experience, the mentality of consumers first is the question of new things.

Because, before we fully understand the situation, people always have a risk avoidance mentality and will not readily accept new things.

Even if a few consumers are "leading consumers" and are willing to try new things, they will still be affected by this mentality.

We often see some new things.

Or promotions of new products, they invited singers to sing and sing on the stage, dancing on the stage wearing beauty close to Bikini, and giving free gifts and award-winning questions and answers.

It seems that this kind of sales promotion is very busy and hard.

However, from the perspective of consumer psychology, the promotion of a new brand or new product is very wrong, and there will be no substantial gains from such activities.

Because the more you sell your "new things", the more consumers will question you, and the more you are afraid of being deceived.

Entertainment mindset to join in

In the consumer's buying experience, when consumers have recognized the benefits and safety of new brands or new products, the risk aversion will soon fade away, instead of wanting to participate and curiosity.

If our activities at the terminal can satisfy their curiosity safely and enable them to have a "happy" experience, they will be more receptive to your product.

The emphasis here is on "safety" and "happiness".

That is to say, any activities you sell at the terminal should not be sold naked, nor should you stare at the pockets of consumers. Instead, they should give consumers a sense of security, and even set up a threshold for consumers to participate in, so as to arouse consumers' entertainment mentality and give them a happy buying experience.

From the purchase experience, the consumer's entertainment mentality is a sign, and it is a sign that the consumer really realizes the purchase.

Therefore, making good use of this mindset is the key link of terminal construction.

The herd mentality driven by the scene atmosphere

It's not hard to see that many people around us are using Apple's "iPhone" cell phone.

The biggest reason why many people buy iPhone is that "everyone else is buying it, so I buy it".

This is the herd mentality.

This mindset is universal in the buying experience of consumers.

Because consumers are not experts, they can not understand all kinds of fields, and their brains are often tired of thinking and like to solve problems in simple ways.

So, in their minds, there has been such a hypothesis: "a lot of people buy it, it should be no problem."

Therefore, when a well-known brand is doing promotional activities, it is quickly besieged by consumers and a panic buying scene is launched.

However, herd mentality only plays a role in buying products with relatively low risk, but not for all products.

When the unit price of the product exceeds the consumer's "cognitive limit", the herd mentality will not work.

For example, when the price of a bottle of mineral water is up to 100 yuan a bottle, even if other people are buying, most consumers will not follow easily, because for a bottle of water, this price is far beyond their cognitive limits.

Profit mentality after participation

If the satisfaction of consumers' entertainment mentality is a good way to attract buyers, satisfying consumers' profit mentality is a good way to buy.

When consumers put down their "doubts" and "rejection", the biggest mental attitude to participate in your promotional activities is "to take advantage of the price".

Because many years of promotional activities, has been education consumer "activity = preferential" logic, when you carry out any promotional activities, it is impossible to bypass this mentality.

In particular, for mainstream consumers, the idea of "taking advantage" is particularly prominent, and even many consumers prefer to buy less at ordinary times.