Consumer Psychology Expert She Xianjun: Activating Consumer Psychological Needs

By China clothing Organized by association, Shandong Ruyi Group Co, China Spin The 2013 China Fashion Forum, supported by the Federation of industry, was held in Beijing grand China hotel. The theme of this forum is to create new models.

In March 28th, the theme meeting on the theme of "changing business models" condensed the strategic insights of nine top experts. Each expert's 18 minute independent speech will be understood in a simple and profound way, which will broaden the overall awareness and global vision for participants. At the scene, Mr. She Xianjun, a consumer psychology expert and deputy director of the marketing department of CCTV advertising management center, elaborated how to activate the consumer psychological needs of clothing enterprises.

Consumer psychology expert, She Xianjun, deputy director of marketing department, CCTV advertising management center.

The following is a record:

She Xianjun: Good morning, everyone. I am delighted to take part in today's fashion forum. Today I bring you the theme of activating the psychological needs of consumers.

First of all, we should pay attention to the fact that the dignity of consumption is more important than consumption itself. Especially for Chinese people, consumers want to win social respect in consumption. So many industries are more important than products. Clothing is like this. Shop assistants are very important, but some banks are better served, and their business is better. For example, China Merchants Bank, ICBC, we are not so fond of it, are they? Consumer dignity is more important than consumption itself, so that our salesmen must be better at their attitude. So the face consumption of Chinese characteristics is also related to the dignity of consumption. Small face consumers have many aspects. For example, our food and beverage consumption, many times, our catering is strict, this eating and drinking wind, so that high-end consumption will drop very much.

For example, the consumption of shark fin is not nutritious according to scientific research. But this fish pool is very expensive. Made a push to say that Beijing one hundred million yuan per day shark fin consumption. So the typical example is luxury consumption. There are two kinds of consumption, such as comparing consumption and showing off consumption. For example, during the 2012 national day, luxury consumption is 100 billion. In Spring Festival Gold, Sanya duty-free shops earn 130 million. More than 10000 people and tens of thousands of people entered the store during the Spring Festival. On the fifth day, they called the God of fortune Festival, which sold 28 million 980 thousand yuan. The reason for the luxury consumption was very complicated. The photo was called Jocie Guo. When he was in 2010, he praised the Red Cross because he showed his Hermes bag. Such a scandal in the west is a scandal, so we need to understand face saving consumption with Chinese characteristics. This is what we need to fully respect consumers. This is my first point.

Second, moving the mind is more important than persuading the brain. That is, when we are doing the advertising tradition, we should not force the consumers to make sense. The popularity of the teacher just now, I feel this brand may be good, although I can not afford more than 5000 yuan jeans. This is what we have just won a piece of work, a brand advertisement, it says an advertisement, every one second on the earth will disappear a species, in this way of impact, advertising, emotional appeal is better than the rational sexual appeal. The standard reaction mode is that we first have cognitive emotion behavior, and emotion is closer to behavior. For some perceptual consumers, it is more intimate and closer, that is, emotional behavior cognition. Therefore, moving the mind is more important than persuading the brain. It is our affinity that we should have affinity and make our customers moved. nothing

Third, consumers only accept information they are interested in. The college student in this photo, who went home to sell grapes at this summer vacation, is estimated to be Xinjiang. Your grapes are sour and my grapes are very sweet. Then this person quickly turns around and walks away. This university student is surprised to say that I say my grape is very sweet. There is nothing wrong with it. My grapes are really good. He doesn't understand the needs of the consumers. His wife is pregnant and eats sour, and he doesn't know. Cognitive Psychology says top-down processing. So, hundreds of people present below, each of you receives different information, because you have different knowledge and experience, so the information you get is different. Therefore, our best way of communication is interactive communication, which is transmitted to people's emotions. Of course, it would be better to let consumers participate in marketing activities, because his participation means information involvement. So psychological research shows that people who have said remember 50%, so you have to let him speak, listen to people remember 30%, see people remember 20%. Now we can't keep reading books. So people who read patiently are getting fewer and fewer. This gives us the inspiration that we should first listen to the needs of consumers, or more professionally, that we need to do market surveys, understand needs, and then disseminated. {page_break}

Fourth, consumer decision-making is full of variables, and women are more hesitant than men. First of all, we should pay full attention to the consumption of women. We do not have such research in China. The US study devoted exclusively to the study of women's consumption. Their research shows that female consumption accounts for 84% of the total consumption. China, I think, will not be lower than this proportion. We now need to stimulate consumption in China's economic growth, we need our female consumption, you are an important part of promoting economic growth, so China may have a saying that women get the world, a successful man behind a woman, there must be a group of women behind a successful brand, a group of women consumers. Therefore, we should pay full attention to female consumption. But we should note that female consumption is different from male consumption, so although he buys things, he is often for his husband and children. For example, she bought one for her husband. clothes There are tens of thousands of things, but the clothes she bought herself are bought on the Internet for hundreds of dollars.

The difference between men and women is that women's decisions are even more hesitant, so that our consumption decisions are affected by many factors. Even though we can see small messages from advertisements, we will be influenced by many factors. Then we say that the color of the store, such as the location of this thing, the attitude of the waiter, even the smell of the shop, will affect his decision making, whether it is pleasant or not.

Then women make more hesitant decisions, that is to say, we take clothes, from the fitting room out of the women, only 20% of the proportion will buy you try on clothes. Men will be refreshed and try to buy 65% of clothing. In addition, when women are present, men's consumption will be generous. But women, on the contrary, consume less if they have men.

Last but not least, let's talk about the value psychology, that is, consumers do not necessarily like cheap goods, but all consumers like to take advantage of it. For China, good quality and low price are the most mainstream shopping ideas, quality and price. He said you can guess what the two most important indicators of consumers are, quality and price. So what you investigate is quality and price. Then consumers do not say that price is the most important factor that affects him. In fact, price is the most sensitive and quality is in the second place. Discounted consumption is the most important means of promotion. Why is online shopping so popular? For example, Taobao sales last year were 19 billion 100 million yuan. Hongkong's weekly sales volume is 7 billion. So the price is always effective for Chinese people, and the price will be discounted. We must tell him that the jeans sold in the past are 5 million and now they sell 500 yuan. This is a very successful way for you to do so.

In addition, we should pay attention to another reason. Last year, why did we sell online so well? Another reason is the lipstick effect. What does the lipstick effect mean? It was discovered in the last century when the economic crisis happened in 20s. When the economy was in recession, lipstick sold very well. Why? We can't buy large items to meet more needs. In clothing, we can also study.

The base price is cheaper than the even ending price. The number of retail sales in the United States is 95% and 9, but in China, Chinese people like 6 and 8 respectively.

Please pay attention to this sentence, consumers do not know economic accounts, consumers care about psychological accounts. We looked at the group price, the first group was 89 down to 75 yuan, and the second group was 93 down to 79 yuan. The two Chinese cabbages on our photos were 1 yuan and much cheaper. I saw a cabbage of 18 yuan. I ate cabbage at noon that day. Why? 18 yuan of Chinese cabbage actually cost 18 yuan. In fact, this is often the case. From 10 to 8, we feel very cheap. So sometimes we are not clear about the economic accounts in the big acid, we calculate the mentality. Finally, I would like to introduce a book called "activating consumer psychological needs". I happen to be the author of this book. Today, the publishing house is already printing this bestseller list, and then has made a program. You can check it online. Welcome to micro-blog, you can give me 8 topics to discuss consumer psychology. I'll talk about it here. Thank you.