Marketing: four consumption changes that enterprises must adapt to

Core tip: the author once said that our marketing has ushered in the era of big brands In this era, we see a lot of "crossroads" that make us feel confused, and we also see a lot of failure of traditional "fighting methods" one by one Therefore, the author once put forward a strategic management tool called "big strategic pattern in the era of big brand", and also put forward "10 don't's in the era of big brand & rdq" around this tool Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: the author once said that our marketing has ushered in the era of big brands In this era, we see a lot of "crossroads" that make us feel confused, and we also see a lot of failure of traditional "fighting methods" one by one Therefore, the author once put forward a strategic management tool called "big strategic pattern in the era of big brand", and also put forward "10 don't's" in the era of big brand "around this tool, aiming to help our enterprises get out of the" labyrinth "as soon as possible and move towards the right path Today, I'd like to communicate with you again about the four major consumption changes in the era of big brands, and to talk about my own views on how to adapt to and even control these changes for reference only Change 1 The differentiation of categories has brought about the differentiation of individual consumption categories, which is happening in almost all industries The more competitive the industry, the faster the differentiation This leads to the era of "individual consumption" Nowadays, when people wear clothes, they are most afraid of bumping their shirts; they don't want to be the same as others in backpacks; even when they buy a car, they try to buy a car different from others "I want to be different from others" is the best portrayal of personal consumption This is totally different from the previous market The past era of "high-end delivery of standard products" and "all media carpet bombing" has gone forever How can our marketing change? It's a question for every entrepreneur and marketer to think about The author thinks that the best way to face "individual consumption" is product management of "category innovation + customer self-help" Take car consumption Quite a number of potential consumers like driving to travel, but they dare not drive a car due to the complexity of the road, but they prefer not to drive an off-road vehicle Their needs are: the comfort of the car, the vision and passing performance of the off-road vehicle, the good power of the sports car and the style of pulling wind What should you do? BMW solved the problem They have developed a model called "GT", which integrates all these demands and is called "the best car in the world at the same price" The car's head space and front windshield vision catch up with the BMW X5, and the spacious ride space and comfortable seat configuration catch up with the BMW 7 series The draught shape and frameless door glass are a bit like sports cars, and the reclining rear seat and large-scale panoramic sunroof are more like a traveling car More importantly, BMW has also opened a "customer self-service" personalized customization service on this model That is to say, on top of meeting their almost outrageous personalized needs, they can also meet their more personalized needs For example, if you feel that the audio system is not professional enough, you can install the world's top audio system for an extra 37000 yuan; if you want the TV signal receiving function, you can install the TV signal receiving system for an extra 12000 yuan; you also want the steering wheel heating function, the rear seat heating function, the auto off function when the high beam lights meet, etc., as long as you are willing to spend money, all of them Can give you satisfaction In the era of big brands and in the era of "personalized consumption" which has begun to spread everywhere, we should learn from BMW to learn the spirit of new product development for niche market demand and the method of customer self-help selection and configuration, so as to make our marketing more competitive Change 2 Choice violence has brought emotional consumption The current market is as follows: "I want to buy a mobile phone", with 10 brands for you to choose from; "I want to drink drinks", with 100 drinks for you to choose from; "I want to buy clothes", with 1000 styles for you to try on No matter what you want to buy, there are "rich" brands and products for you to choose This seems to be a good news for consumers, but a disaster for manufacturers Because this kind of "choice violence" makes consumers more perceptual, and the cost of maintaining their "emotions" becomes higher and higher It seems that all links from product development to terminal sales will "offend" consumers and affect product sales Therefore, this era is not the era of "good wine is not afraid of deep lane" In addition to quality and function, more "emotional" and "emotional" aspects need to be considered in the competition between brands The author always believes that the market is driven by the right brain In the face of such a market, we should start the "right brain" mechanism, adopt the "emotional marketing" strategy, and maximize the "moving with emotion" Coca Cola has done such an "emotional marketing" project in Dubai, which has won almost the world's affection They installed several public telephone kiosks called "Hello happiness" on the streets of the city for low-income people and migrant workers to call their families This phone booth is different from the ordinary one At a glance, it can be recognized as the one built by Coca Cola company in the distance It has the red vision of Coca Cola's logo When you look closely, you can see the logo of Coca Cola However, this is not the most important What's important is that it's free for migrant workers to call in this pavilion They only need to use Coca Cola bottle cap, just like throwing a coin into one, they can talk for 3 minutes what is it? It is a typical "emotional marketing" They make use of the needs of vulnerable groups to contact their families and provide them with such a warm call platform, which has won the appreciation and praise of the whole world, and really "kill two birds with one stone" On the one hand, in terms of emotion, it won people's praise and even moved all over the world for Coca Cola; on the other hand, it also promoted product sales, not to mention, those bottle caps put in the phone booth mean the sales of a bottle of coke Therefore, in the era of violence, we can not only rely on the quality and function of our products, but also need to learn from Coca Cola this clever and warm way of "emotional penetration" Third, information transparency has brought the development of credit consumption Internet, especially the popularity of mobile Internet Let's walk into a transparent "glass house", and our every move can be captured by people In this case, if there is any scandal in the enterprise, it will spread all over the country almost instantaneously Within 24 hours, people all over the country will know This is a terrible world! In such a highly transparent information-based world, what is the foundation of our survival? I think it should be no more than two words: credibility Our previous era of "eating by ability" is over In the future, we should "eat by reputation" That is to say, the ability alone can no longer satisfy the current consumers Niu Gensheng once said that when tangible assets are burned, we can pick them up again; but when intangible assets are burned, we can never pick them up again It's true The more transparent the information, the more important the reputation becomes In the past, "reputation" was the bottom line of enterprise operation As long as it did not fall below the bottom line, it could survive But now, "reputation" has developed into a consumption standard The first yardstick for consumers to choose is your previous "reputation index" Your past "reputation" has always been very good, even if you make mistakes, consumers will forgive you; if your past "reputation" is not good, even now how to promise is difficult to win trust Take the simplest example: when Chu Shijian is out of prison, people will accept him and love him; when Huang Guangyu is out of prison, will people accept him as they do? This problem is worth our thinking! Now many enterprises are not afraid of the Quality Supervision Bureau, the industrial and commercial bureau, but the "public comments" Why? Because it is a "reputation" recording platform, a product of this era You can use money to balance the Quality Supervision Bureau and use relationships to deal with the industry and Commerce Bureau, but you can't stop customers from giving you bad comments on "public comments" Therefore, in the era of big brand, in this era when reputation is more precious than gold, enterprises have nothing to do without brand, and brand lose nothing to do with reputation It's like the saying goes: men have nothing, don't have money, women lose nothing, don't lose face! Fourth, the rhythm of life has brought the development of symbolic consumption economy, brought us rich life, but took away our time Before, our first greeting to each other was "have you eaten?" And now it's "are you busy recently?" Nowadays, the pressure of work is more and more heavy, the leisure time is less and less, and the time spent on shopping is even less Most consumers enter the supermarket, the average time of looking at products and selecting products in front of the shelves is no more than 10 seconds, and they must make shopping decisions in the shortest time This high-intensity rhythm of life brings a new market problem: symbol consumption That is to say, consumers can only rely on the color, shape or logo they see in their eyes to choose products in such a short time There is no time to do too much research and comparison Therefore, those big brands will have the upper hand: if consumers buy Coke, they can choose that bottle of Coca Cola in red packaging; if they buy sportswear, they will turn in when they see the Nike store with "√" logo; if they buy mobile phones, it's also very simple If they find the logo of apple and Samsung in the shopping mall, it's almost eight to nine So the question is: what if you are a new brand? How to make a successful debut in such a short decision-making time for consumers? Vision hammer, it's the straw! Hearing the words "visual hammer", some entrepreneurs may be confused: "what is this?" Simply put, "visual hammer" is the visual element that impresses your brand in the minds of customers Such as: Coca Cola's "red bottle", Nike's "√" logo, Apple's extremely simple product shape and so on When we enter the market as a new brand, we must create a "visual hammer" that customers can never forget Many local enterprises in China have vision