How Do Fashion Managers Cope With Smarter Consumers?

Today, China has officially entered the "God" led. Buyer's market In the new era. As long as you pay attention to Shanghai's Nanjing Road, Huaihailu Road, Xujiahui and other famous business circles, we can find that the domestic commercial competition is very fierce now.

The most typical example is the "eyeball economy", which is mainly promoted by sales promotion. It is a big way: seasonal marketing, holiday promotion, anniversary promotion and other gimmicks emerge in endlessly. However, what is the effect of such intensive high-frequency marketing? If the smart consumers realize the way of promotion and adjust their purchase behavior accordingly, will these "gimmicks" still work? Smart consumers in the recent years of "play" strategy, a phenomenon has aroused people's concern: more and more consumers are becoming "smart", they will observe and even study the promotion behavior of merchants, in order to delay their purchase of new products, wait for the arrival of the peak season of business promotion and wait for the arrival of the peak season, so as to maximize their interests at the lowest price.

During the transition period from the Mid Autumn Festival to the "Golden Week" in 2010, most of the shopping malls appeared temporarily "silent" or "shock". This indicates that consumers have slowed down the consumption rate and have taken a wait-and-see attitude towards the market. The reason is that during the "Golden Week" period, businesses will step up sales promotion efforts. Consumers only need to carry out pre commercial "reconnaissance" and then wait for businesses to make profits. There are also many young female white-collar workers, who often list new products on the market. clothing To visit and try on, write down your favorite styles and models, and wait for the promotion season or anti season to purchase again, so that you can save a lot of real gold and silver.

All these indicate that under the influence of current domestic inflation expectations, the consumption psychology of Chinese consumers has changed dramatically: they no longer simply rush to buy with the sales promotion whistle, but are thinking about how to meet their needs at a lower price and maximize utility. In short, consumers are becoming more rational and smarter. For them, it is not hard to lag behind the trend of the times and save money. So we call these consumers strategic consumers.

Mr. Anderson, the former chief executive of BEST BUY, the largest consumer electronics retailer in North America, calls these smart consumers "the devil" because they are always indifferent to the pricing of new products, patiently waiting for enterprises to reduce prices and promotions, and strategically choose the best time to enter the market.

Anderson points out that more than 1/5 of customers belong to strategic consumers each year. It can be seen that the strategic consumer group is already a common phenomenon and deserves widespread attention.

Impulsivity and Rationality: the vs Strategy of ordinary consumers is called "strategic consumers" rather than ordinary consumers. When ordinary consumers enter the market, they immediately decide whether to buy products. In this process, impulsiveness is an important token of them. They generally do not think deeply and study their utility maximization. However, in the dictionary of strategic consumers, there has never been a word "impulse buying". Instead, they will make their own prediction and Analysis on the marketing strategy and product price adjustment through various kinds of information channels, and then choose the best time to purchase, so as to bring economic rationality into full play. Strategic analysis.

The reason why strategic consumers can "play" strategy is mainly that they are smart market analysts and forecasters. By understanding the market competition and the trend of product prices, strategic consumers will adjust their buying behavior in time. Under the condition of market economy, the pricing and promotion strategies of merchants have certain rules to follow. This is convenient for strategic consumers to grasp, and the wide application of the Internet has broadened their sources of access to market information.

Unlike ordinary consumers in the face of the indifference and indifference of information, strategic consumers can rationally screen vast amounts of information and make the most favorable decisions based on the analysis results. Therefore, analysis ability is the basic premise for strategic consumers to implement consumer behavior. Strategic waiting. The behavior of strategic consumers is similar to the classic fable of waiting for the rabbit, but the difference is that strategic consumers are based on strategic analysis, not blindly waiting.

When an ordinary consumer can not afford a commodity, he usually opt out of the market, while the strategic consumer will choose a strategic "wait for a rabbit", that is, when the price of the product falls to the level that can withstand, that is, the rabbit hits the tree, they will buy it. At the same time, ordinary consumers can buy immediately when they can afford the current price of goods, while strategic consumers will delay the purchase and expect to capture products or services at a lower price in the future. It can be seen that strategic waiting is the biggest difference between strategic consumers and ordinary consumers. Strategic game. The core of market economy is the game between supply and demand.

In order to cope with the cycle of consumer demand and maximize profits, businesses often adopt dynamic pricing strategies. At this point, for ordinary consumers, they will passively follow the business's price baton dancing. However, strategic consumers are different in that they can conduct dynamic game with merchants, adjust and choose their strategic consumer behavior according to the understanding and analysis of market competition law and business price strategy. In the game with businessmen, strategic consumers can rationally control their consumption behavior. How does the strategy consumer make each industry have its own characteristics, not all of them will have strategic consumption behavior. For example, the strategic consumers are prevalent in the fashion industry, but the real estate industry seems to be hard to find.

What factors affect the strategy? consumption What is the consumer's behavior? The waiting cost of consumers. Consumer demand for different products is different. For non essential items, the waiting cost of consumers is not very high. Even if they miss the opportunity to buy and lose, they will be able to accept it even if they are waiting. At this point, consumers will be able to compete with the businessmen boldly and wait for the arrival of the promotion season. However, in the field of daily necessities and emergency products, the waiting cost of consumers is relatively high. If we miss the timing of purchase, it may cause greater or even unbearable losses. Therefore, in fashion, home textiles and other fashion products, strategic consumers are almost everywhere, but in the seasonal vegetables, fruits, real estate and other industries, few can see the shape of strategic consumers.