Small Sea Press:
In the Internet era, brands will find more and more ways to reach users, and being a brand is not something that designers can define, nor is it brainstorming by the founding team, it must be felt by consumers.
The "era of basic quality consumption" has passed, and now consumers buy "dispensable" things, which is called "consumption upgrading".
Consumers need "cool point" and "hi point"
Most of the logic of consumption is irrational, Wang Dingding, a professor of behavioral economics at Peking University, once said, "There are consumers and producers in life, but once the word 'quality' is added, there are picky consumers and well-intentioned producers." "Careful producers are constantly looking for discerning consumers.
Everyone's lifestyle and social attitude are changing. Young people are more willing to enjoy entertainment, interest is king, and live in the moment. Their consumption attitude is more open, willing to try early, trial and error.
Especially the girls who use the Little Red Book, they "think" that they have a very objective and rational decision-making logic, but people can't get rid of the emotional logic.
Because the Internet allows everyone to obtain knowledge, they think that they will become rational, and when the actual consumer buys anything, especially luxury goods, he will find reasons for himself, and he will be praised by the leader today, and he will be scolded by the leader tomorrow, and he can buy a bag. Therefore, the rationality that everyone thinks of as rational when making consumption decisions is actually a very emotional judgment.
The new generation of consumers has a lot of personality culture. For example, foodie nature, framed youth.
Sociologist Xiang Biao, who has done a lot of research, mentioned the concept of "disappearing nearby", and China's extreme efficiency has caused everyone to slowly lose their feelings about "nearby". Young people only have two directions - "themselves" and "far away", the things at the door are not interesting, they must fly to the big old and far away to eat the bowl of noodles, it is interesting.
Behind this is that when young people face the consumer market, there is no one who must be, but as long as they are immediately satisfied.
"Successful consumer goods must be very good", this is a very serious trend of thought now, do not think that the product looks good and useless. If it is not good-looking, consumers may not look at it, let alone use it.
The elderly and women market is the opportunity of the future
Some experts in Australia have done statistical research from all over the world, and they believe that the generation of people called "the generation z" from 95 to 05 will change jobs 17 times in their lives, move their homes 15 times, and change cities often. Half of this generation is highly educated, and the efficiency and ability to acquire knowledge are much higher than before.
The post-95 generation is the most core group of consumption now, these people have begun to buy a house, there is no need to say buy a bottle of water, another consumer goods.
Originally, we defined life as having three stages: from childhood to adolescence to adulthood, but now young people are beginning to subdivide their lives. For example, the stage of 9 to 13 years old is the stage when they first express their attitudes strongly, which is the "rebellious period" and then the adolescent period.
There is also a period before adulthood, that is, young but mature dress, such as young people with beards. Then after graduating from college, entering the society and entering the adult stage.
Many people find that when they are young, they will resign, divorce, immigrate, sell their houses, and change cities when they are young.
If the product is now focused on the young market, do not forget the elderly, especially after the 70s and 60s, there is a retirement salary but there is no place to spend, and there is time. These people are actually very easy to become target users. As long as they are provided with what they need, I think it is still a very large market.
After women no longer depended on men for resources to survive, they exploded with amazing purchasing power in many areas of consumption. I think when starting a business, we must grasp two points, one is that the brand must express the function of consumer goods, and the other is to cater to "feminism".
If your product is functional and caters to independent women in the city, just like Gu Jia in "30 Only", taking her as a portrait, no matter which track is worth doing.
Brand Opportunity: Irrational Choices by Consumers
"If you don't progress, you die, and when you die, you have updated choices", consumers are slightly dissatisfied with the product when choosing products, and they will immediately find alternatives.
Every time you consume, everyone is pursuing the so-called "point" - the memory point. People are only willing to accept "fast food" information, more and more unwilling to receive complex long-form information, so if a consumption does not surprise consumers, in fact, this consumption is equal to white sales, for the brand side is a white investment, it will soon be diluted by the next "point".
Mobile phones can be purchased at any time, making the cost of a single consumption lower and lower. But when consumers are expecting a product, their hearts will be very eager, and the satisfaction when they get the product is not so strong. Therefore, dopamine is the most exuberant when consumers are planted and especially want to pull it. This is the reason why online grass planting is very important, and it also gives the brand some inspiration, how to let consumers get the product and enter the second excitement.
In the age of the Internet, brands will find more and more ways to reach users. Marketing can only solve the problem of "hearing and speaking" slowly, and cannot solve the "conversion".
Now marketing only solves the problem of direction, and then the brand must rely on a series of operational actions to circle consumers, let them feel the value that the brand wants to transmit, and give them psychological meaning.
87% of consumers want to have a close connection with a brand, but only 7% of brands do. When brands have offline pop-ups, consumers are more than happy to participate in the experience. Because after participating, you can know whether the product is suitable for you. Especially in first-tier cities, it is suitable for consumers to choose a path for brands, rather than saying that brands advertise in one direction.
In fact, for the brand side, it is not only necessary to see which anchor the consumer looks at and where to buy things. Behavior is above the iceberg, the brand should have insight into the values behind it, to see the consumers in the market who want to win, why should they buy? What was his way of life? In order to truly cater to the psychology of consumers, it appears in the unexpected and reasonable of consumers.
If the brand action does not build a relationship with the platform, point to the consumer, and there is no continuous action, the brand is not sustainable.
The brand and the consumer continue to have a "relationship"
There are four different relationships between each brand and consumer, and brand operations should be planned based on these four relationships.
After the consumer tries a product, finds it good, and will give Amway to family and friends. Many brands that do well in the community will change immediately in the face of the suggestions given by users to the brand, and consumers will continue to consume after the change.
Marketing is important in China, and growth should be geared toward strong relationships, at least those of friends and family, not weak relationships. I think brands don't rely on profits to tempt others, now the growth of weak relationships is meaningless, and finally consumers will definitely leave you, because the cost of brand migration is too low.
For a very ordinary product, add a meaning that young people like, and young people will pay for it. Oatly, for example, many people know that coffee belongs to plant protein. Oatly delivers a healthy, bio-healthy and environmentally friendly lifestyle with plant protein.
Plant-based protein itself is cheap, so why is OATly expensive? Because OATLY relies on physical and mental sustainability, the planet emphasizes value in a sustainable way.
He raised the original cheap plant protein, and consumers immediately felt that it was "expensive". We haven't seen Oatly advertise, we haven't seen Oatly's very strong channel.
There are many ways of contact between brands and people that can form experiences, divided into four dimensions, product, service, environment, behavior and communication.
Brands must do a good job of all the touchpoint experiences in these four dimensions in order to build a brand. Doing branding now is not something that designers can define, nor is it brainstorming by the founding team. The brand thing must be felt by consumers.
If consumers do not feel the brand connotation in all the touchpoints of the brand, then the definition of the brand may be just a piece of paper, in fact, can not convert any commercial value.
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