How To Grasp The Change Of Consumer Conflict?

Cheng also Xiao He, defeated Xiao He, Xiao He for my own use, and can not become my harm, remember.

From a marketing point of view, conflict constitutes the needs of consumers. A beautiful girl, who wants to drink coke, and is afraid of getting fat, is a conflict. She goes to the streets to eat, wants to eat delicious food, but does not know the evaluation of this restaurant. This is also a conflict. It is precisely because there are always unsatisfactory places in life that consumers need a variety of products and solutions to solve their conflicts and make life better.

However, the market is not static. Not only that, the reality is even the opposite, but changing rapidly is the essence of the market. Competition is, of course, an important factor in change. However, we must realize that in addition to competition, consumers themselves are changing all the time, and the conflicts encountered by consumers are changing all the time.

At a certain stage, enterprises create products and brands around the needs of consumers, and reverse construction of production materials, consumers' cognition and market competitive advantages. However, when consumers' needs change because of environmental changes or technological changes, the first advantage that has been built before has become the Achilles heel of enterprises, and the dilemma between reform and conservatism has finally come to nothing.

For example, in the early days of KFC and McDonald's entering China, only one second tier cities had branches of KFC and McDonald's. So, consumers in the three or four tier cities are facing a huge conflict, they want to eat KFC and McDonald's, but they can't eat.

At this time, there was a huge market gap. brand And products to solve the conflict between consumers. This is why the brand of cottage Kentucky Fried Chicken and McDonald's can grow up like mushrooms everywhere. These brands solve the conflict that consumers want to eat, by imitating KFC and McDonald's disguised as foreign fast food. The more the countryside encircle the city, the greater the imitation, the greater the development.

However, this is just an alternative to consumer demand, and it is a phased conflict. Like KFC and McDonald's, but they can never become real KFC and McDonald's. Once KFC and McDonald's channels sink, the three or four line consumers can choose, the more imitators learn, the bigger they develop, the faster they fall.

The same effort to cook fried chicken and chips was quickly transformed before harvest, cutting off the unhealthy food lines such as fried chicken and chips, holding high the banner of Chinese fast food, and putting forward the slogan of "nutrition or steaming". Instead of being reaped by international brands, it has become a strong competitor.

Obviously, in a certain period and stage, we try to see the conflicts of consumers through various methods to meet their needs. However, it must be objectively recognized that demand is limited, and it is related to various backgrounds such as education, economic conditions, geographical conditions and so on. Once consumers change, meeting the needs of the last conflict will create new conflicts.

Coincidentally, Kodak, YAHOO, Motorola, and so on, also include NOKIA, who had been in the ascendant. In order to provide consumers with more cost-effective phones, and to set up unique technical barriers, it is the biggest burden to focus on the income of the Symbian system. When developers and consumers turn their attention to code and interaction, they are more humane. IOS In the Android system, the huge empire built by NOKIA around Saipan system has become the biggest constraint on the road of change, declining day by day.

When solving the consumer's temporary conflicts and gaining certain advantages and forming barriers to entry around their advantages, they also set up a barrier of exit for themselves. Once consumers change because of environment, technology, economy, age and so on, the original pattern becomes a new conflict for consumers.

Especially in the Chinese market, this change is particularly prominent. Over the past thirty years of reform and opening up, this rapidly developing country has been regarded as the "China miracle". However, especially under such a Chinese miracle, the change of consumers is more unexpected. In less than 50 years, whether it is the bulk consumer goods market or other means of production, it has experienced rapid changes from scratch, from good to good, from good to personalized, from individuation to participation.

Of course, from a realistic point of view, whether it is enterprise Or brand, can not be accomplished overnight. Development and expansion always need breakthroughs, do not solve the current conflicts of consumers, and talk about the long-term development of brands. Therefore, when entrepreneurs consider strategically from the consumer level, they need to clearly realize that the needs of consumers will never be fully satisfied, and no products can solve all the conflicts of all consumers.

But in these decades of miraculous market environment, if technology change, policy change and consumer value change are huge today, if we want to have a permanent place in the market, we will have to constantly look up and explore the consumer conflicts behind business and brand achievements, with a view to objectively looking at changes and development and making a quick and more confident decision.