The Two Channels Of China'S Marketing Mode

< p > since Bernd H Schmidt elaborated the concept of marketing in the book "experiential marketing", experiential marketing has been widely applied worldwide, and has not been a new marketing concept in China.

However, compared with the successful application of experiential marketing in countries such as Europe and the United States, the effect of experiential marketing is not satisfactory in China, whether in multinational enterprises or in China's local enterprises. There are even many failed cases.

This has produced a strange phenomenon - the experience marketing which is outstanding in the European and American markets, has not changed in the methods and skills that have been implemented in China, and the ideas and creativity are commendable, but it has little effect.

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< p > I believe that the effectiveness of Western classical marketing theory is beyond dispute. Only when the western style "martial arts secret book" was used in China, it was not enough to recruit tricks and skills. It was necessary to get through the two channels of "Ren" and "Du" in the Chinese market in order to make this marketing model play its role.

Friends who have seen martial arts novels know that the refinement and refinement of martial arts can only grasp their form. If they want to be consistent in form and meaning, they must get through the two pulse of "Ren" and "Du", and support the inner foundation, so as to exert the power of subtle tricks.

The so-called "Ren" and "governor" two pulse refers to the unique economic conditions and cultural habits of the Chinese market, which can not effectively grasp these two points, and are the main reasons for the ineffectiveness of experiential marketing in the Chinese market.

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< p > < strong > Ren Meridian: there is "sentiment" but also "interest" < /strong > /p >

< p > China has been developing rapidly in recent years, and its quality of life and consumption are rapidly improving. However, there is still a clear gap between the developed countries such as Europe and the United States, which are more mature than we have been for decades.

Such a gap determines that the developed countries' < a href= "http://pop.sjfzxm.com/popimg/xm/index.aspx > consumer > /a > can easily decide to buy a pleasant experience with hundreds, thousands or even tens of thousands of yuan, while Chinese consumers will not.

When buying a product, the price is still the most important factor for most Chinese consumers, not emotional experience.

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P Starbucks coffee shop has done quite well in China, but it is much inferior to that in the United States.

One reason is that consumers who want to spend a few times more on a cup of coffee do not have many consumers. They are more willing to get more benefits than the additional emotional experience.

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< p > China does have a lot of high-end consumers with considerable consumption ability. They focus on emotional factors such as quality, taste and pleasant consumption experience, but consumers with such thoughts and consumption ability are not common.

Many businessmen take this as the basis, and think that all consumers are like this. Therefore, by adopting the western successful cases and implementing the lack of targeted experience marketing, the result is inevitably the coldly of most pragmatic Chinese consumers.

Therefore, in China, the implementation of experiential marketing for the mass market must combine interests with emotional interests while not only relying on emotional experience, but only by combining the two effectively, can the role of experiential marketing be played in the Chinese market.

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< p > strong > Du Meridian: keep oneself, read China < /strong > /p >

< p > < < a href= > http://xm.sjfzxm.com/ > pnational enterprise < /a > the cultural difference is an invisible barrier. It can't be seen or seen, it is all there, so we must first recognize it, then we can see it and finally cross it.

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< p > we all know that western countries, even close neighbors of Asia, Japan and Korea, have totally different cultures and customs with China.

Even in China, because of the vast territory and numerous nationalities, the difference between cultural habits and ideology is very huge.

Consumers in different countries, regions and nationalities have great differences in understanding and understanding emotional experience.

The other reason why Starbucks coffee shop, which is famous for its unique consumption experience, is not very successful in China. The other reason is that it sells American culture and European habits. China can fully agree with consumers of Starbucks culture and value.

Starbucks is also aware of these problems. After beginning its landing in the Chinese market, it has to reflect on what kind of experience the Chinese market needs, study Chinese culture deeply, and carry out a comprehensive localization in the context of retaining the characteristics of < a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > Starbucks < /a > - localization of consumption environment, localization of tastes, localization of consumption habits, expansion of product lines, more abundant product selection, and enlargement of price grades to meet consumers' choice at different levels.

As a result, sales increased sharply, and the number of shops opened up to hundreds.

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< p > the beginning of the concept of experiential marketing in western countries, cultural habits and values are naturally European and American, and many Chinese enterprises are fully applied to the Chinese market in accordance with the western marketing theory.

Therefore, the implementation of experiential marketing in China requires a deep understanding of the factors such as the values, culture, habits and consumption ability of the target consumers. Only by opening up the two channels of "experience" and "supervision" of Chinese experience marketing can we achieve the success of the market.

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