What is weakness marketing?
"The elf of the universe, the primate of all things" is talking about human beings.
But in reality, there are many human weaknesses: greed, fear, jealousy, laziness, lust, vanity, difficulty resisting temptation, fear of loneliness, love of free, emphasis on hierarchy, superstition of experts, worship of celebrities, and like to follow the crowd... About All the weaknesses of human nature are being exploited and marketed by the consumer society.
All marketing is weakness marketing, targeting our innate human weaknesses and acquired secular judgments. Think about the consumption you make because you are afraid of kidney deficiency, obesity, dark skin, fear of getting sick, and fear of falling behind. Think about the discounted goods you grab in the e-commerce war and the luxury goods you snap up in Europe and the United States. Think about the fact that you are always short of something. The wardrobe of clothes and the feet that can’t find shoes, think about your hands reaching out to Taobao and the endless express delivery, think about the things you bought after watching the advertisements and celebrity signatures, think about your house buying and financial management. History of deception - your weaknesses are marketed, your needs are exploited, and your desires are satisfied, seemingly a win-win situation.
But why are you disappointed after consumption and regretful after your desires are satisfied?
Slavoj Žižek said: "We need to know what we want." What weakness marketing does is to guide people to always need and always want. Not satisfied. Thomas Sedlacek, author of "The Economics of Good and Evil," told New Weekly: Dissatisfaction becomes the engine that makes us progress and grow, and it also makes us an engine that is never satisfied.
Human nature is hard to change, and marketing is everywhere. If you don’t want to become a victim of weakness marketing, you must have a strong heart and self-awareness. But then, you will be able to successfully market other people's weaknesses, whether you are selling appliances or values.
1, free
Who is not greedy for cheap? As long as you have ever made a purchase, you must have fallen into the trap in the discounts and free trial activities of various merchants. Although everyone knows that there is no pie in the sky, but under the signboards like "clearance, free, big sale, 50% off" and seeing something that you may need, you will inevitably get excited and can't control yourself. Be extremely excited and excited, and quickly convince yourself to make unnecessary extra, excessive or advanced consumption.
"Zero-yuan purchase" is the most common marketing method that has emerged in this period of fierce competition in the mobile phone market to target people's greed for cheap. The word "zero yuan" has the effect of making people's blood pumping, which is enough to make some people forget that behind zero consumption is that you need to pay monthly phone bills that you may not be able to use up. Is it cost-effective to buy a phone for zero yuan? In fact, it doesn’t matter. As long as this thought flashes through your mind, you have already been calculated by the merchant. Accept your fate, no consumer can be as smart as a businessman.
2, VIP
In 1776, the United States took off its hat as a British colony and declared that all people are created equal; in the 1980s, Americans still used the sentence "Very important person" as the title of their emails. Since then, VIP has been widely used, and people have Being pulled back to the age of hierarchy.
In the business field, VIP originally refers to the 20% of people who create 80% of the profits. They are directly related to the rise and fall of the company and the jobs of employees. Therefore, companies take great care of them and take special care of them: VIPs in banks do not have to queue; VIPs in airlines have separate lounges; VIPs in QQ can "kick" people at will in the game lobby.
It is these "little privileges" that have successfully satisfied the sense of superiority of existing VIPs and have also become a weapon for corporate promotions - subconsciously, people always hope that they are a privileged minority among the majority, and that they are in the middle of the social class. Rank higher. Merchants are taking advantage of the trend to act as evangelists, using value-added services as bait while instilling to customers that "VIPs are not born, and everyone can become a VIP."
In 2011, a market research company conducted a survey among a sample of 500 consumers, and 19% of the respondents had more than 5 VIP cards. In addition to the familiar monopoly industries, it also includes clothing, catering, beauty, KTV, and even shoe repair shops. 29% of the respondents admitted that they had deposited a certain amount in exchange for VIP; 35% of the respondents had made unnecessary consumption in order to upgrade to VIP.As the threshold is lowered, the number of VIPs is increasing, but the "small privileges" promised by merchants are becoming less and less, and even less can be fulfilled. "Inequality" is increasingly becoming "equality", and "VVIP" has also emerged in response.
3. Hunger Marketing
Buddha said that there are eight sufferings in life, one of which is not getting what you want. However, how many people in the world can achieve no desire or pursuit? Most of all living beings seek from suffering and take suffering as happiness. The more unobtainable it is, the more we want it, and the more difficult it is to get, the more we put effort into it. Many times, the process of "seeking" has surpassed the results of "seeking". The more difficult the process, the greater the sense of accomplishment and happiness after getting something.
Hunger marketing is aimed at this psychology and caters to its needs. Merchants intentionally lower the supply in order to control the relationship between supply and demand, create the "illusion" that supply exceeds demand, maintain higher selling prices and profit margins, or simply to attract attention and increase popularity.
It can be seen from Apple's series of products and domestic blockbusters in recent years that the approach of hunger marketing is basically like this: during the product development and film shooting stages, one baggage after another is thrown out from time to time, or high technology is used as a selling point, or Use the director's talent show as a selling point to win the continued attention of consumers. However, the most core things are kept strictly confidential: for example, the appearance design of iPhone 4 was strictly guarded by Apple for 30 months; "The Thirteen Hairpins" has released many movie posters, but the heroine did not appear until the last one. During this period, two supporting actors were fired for posting makeup photos on Weibo. The speculation about the core content objectively spreads among the audience through word-of-mouth.
When consumers' appetite is fully aroused, it is the best time for products to be launched. Once the desires that have been suppressed for a long time have a way to vent, the result is that people line up at night, rain or shine; even if the ticket price reaches a record 120 yuan, the venue is full.
4. Breast exhibition
uses the most direct sensory stimulation to make you take out your money. This is the routine of all erotic marketing. The problem is that in China, most erotic marketing communication paths are only related to erotica - when "erotica" completely attracts people's attention, the brand becomes a supporting role.
is lucky. It can attract attention and create public opinion in a short period of time, and it can be called the center of the topic at a certain stage. In the long run, it will not help business. When a brand can only win attention through naked erotic marketing, you can imagine how weak it is. We know that the Beijing Auto Show did not make people remember a new car, leaving only the figure of a busty middle-aged woman. Chinajoy has hundreds of manufacturers participating in the exhibition, but the photos that appear the most are of post-90s showgirls with childlike faces and big breasts. There are countless online games that use erotic words to attract you to download, but most of them can be classified as pornographic online games.
Taking a step back, good erotic marketing requires technical threshold - you can't just make it interesting, humorous or even elegant. Why can't you even pass the basic aesthetics? The girl on the hard drive has already put the Chinese erotic Your taste has been raised to a very high level, but Internet promoters haven't noticed? Please take out the advertising posters of CK and Durex and learn about composition, creativity, makeup, body posture, and the most basic nudity.
5, Sensationalism
I have to admit that the invasion of your country by Successful Studies has penetrated deep into the fabric of your country, so don’t be surprised by the sensational advertisements such as “Men, you should be tougher on yourself” and “If you don’t get along well, I won’t come back.” The words are regarded as classic copywriting and widely circulated. Of course, there are even more tearful ones, such as the following sentence - "I will regard you as my partner and love in my life... I will regard you as my faith, never leave you, and will never be separated from you. From this moment until forever, I am willing to love you XXX degrees one more time.” Why should a sports brand's advertising slogan be the same as a wedding oath? I don't know that I have been moved by "Moving China". Isn't it enough to inspire you?
Let's take a look at another advertisement by Fanke, a master of sensationalism. The words, "I believe that if I persist, I will win. I just want to prove myself and prove my strength to the world. I am Luodan and Fanke. I just want to be with you." Obviously, this is the smarter thing to do.It is also sensational, it makes big stars calm down, so that you really feel that they are ordinary people. It does not give you the chicken blood of success, nor does it fiercely pounce on you to overdraw your emotions. It just Let you resonate with plain yet powerful words to move you. From a commercial perspective, this is a sensational piece that speaks directly to people's hearts, and its ranking is much higher than those two Jinjiang brands. Of course, this also means that your probability of being marketed greatly increases.
6. Clickbait
What is this - Pavlov believed that asking questions is a human instinct. Curiosity generated by the rational brain expresses the human desire for knowledge. Generally speaking, this is a positive desire, which enables humans to learn more knowledge and information and constantly adapt to changes in the living environment during the evolutionary process. However, as a Western proverb says, curiosity killed the cat. In many cases, if curiosity comes at an inappropriate time or goes too far, it can cause trouble for others and yourself. At the very least, it can be exploited by clickbait parties.
Title party originally refers to some netizens on the Internet. They use various creative titles to attract the attention of netizens and win click-through rates. Usually the content of the post has little to do with the title. Netizens often feel deceived after reading it. The reason is that it takes advantage of people's curiosity and accurately grasps the preferences of most netizens. For example, the title of a message on a certain website is that Li Xiang was forcibly dragged on the street. The actual content is a picture of a person holding a promotional paper bag with a big head printed with Li Xiang's endorsement in each hand and dragging it on the ground.
Nowadays, it is not only the Internet and media news that have clickbaitism. Strictly speaking, all advertisements and business promotion activities are suspected of being clickbait. Real estate can be said to be the hardest hit area. The famous real estate advertisement "Buy a house and get furniture for free" actually just means to help the owner transport the furniture; "a first-line river view" can only be seen by leaning out of the balcony; the subtext of "broad vision" refers to the top floor, and "convenient access" refers to the top floor. The one is on the first floor.
7, national brand
Just like the popular saying "If you don't convert, you are not Chinese" on Weibo, almost all home appliance brands in the 1990s used the national brand - Changhong's slogan is "Serving the country with industry and taking national prosperity as its own responsibility" , Haier's advertising slogan is "Haier Made in China", while Skyworth color TV directly says "Skyworth loves China." In that era when "China could say no", almost all of these brands were wildly successful. However, more than ten years later, when people's choices became simpler, these brands began to abandon national brands in spite of difficulties.
On the contrary, another industry has begun to frequently throw out the "China" brand. The first was Wahaha, which directly described its Coke as "Chinese people's own Coke" - as if Chinese people should not drink other Cokes. Then, it turned a common business dispute into a confrontation between national capital and foreign capital, and used this to successfully force Danone back and gain the initiative. Afterwards, when people looked back, they were surprised to find that the spokesperson of this national capital had an American green card. Another wonder in the beverage industry is Mengniu. It could initially be regarded as a successful business case for a national enterprise, but later it embarrassed the "national brand" several times, so that people had no choice but to buy foreign milk powder. In 2008, after the melamine crisis, this company had the opportunity to die with dignity, but Niu Gensheng once again wrote a tragic "Book of Ten Thousand Words", "Some overseas capital predators are ready to make moves, fabricating lies while opening their mouths..." . Everyone knows the subsequent results of
. Mengniu did not die, but consumers suffered.
8, foreign experience
Ajisen Ramen, Pechi Cow Colostrum, Shien Milk Powder, Ausnutria Milk Powder, French Biostime, Kazilan Cosmetics, Caldenton, Hongxing Erke, Kuchi Coolpad, Alpina, Bossini Cabinet, Europe Dian Flooring, Nicefeel Home Furnishing, Oshili, Rebecca, Mark Huafei, Manyanu, Xiangwushi Audio, and Camel Shoes are all domestic products.
Why do domestic products like to give themselves foreign names? It’s so foreign.Look at how Baby Annie bought a box of foreign-style Haagen-Dazs immediately after she fell in love, "wrapped it in dry ice, sat in a taxi, held it carefully, and then kept crying, thinking sadly: The one who loves me" Where have all the people gone? I am left to enjoy this beautiful and expensive food alone.” Guo Jingming once went to Hangzhou to visit a very rich friend of mine (call him Xiao K). His house was a villa. , there is a very large swimming pool in the courtyard. He invited many friends to play together that day. Little K and I elegantly applied sunscreen and put on big sunglasses from Prada. I wore DG swimming trunks and he wore Gucci swimming trunks, the two of them were leaning on the edge of the swimming pool, with an Armani tray floating on the water next to them filled with various imported fruits..." Teacher Zhang Yazhe once occasionally watched "2046" on the satellite TV movie channel, "Zhang Ziyi's The pink toenails, Carina Lau's thick makeup, Tony Leung's signature weird smile, and the deliberately exposed wrinkles at the corners of the eyes make people experience Wong Kar-Wai's brutal bourgeois devastation again. Thank God, the music is still bossanova, and the tone is still Doyle 30. The style of "The Hangover at Lan Kwai Fong" and the ending of "In the Mood for Love" at the Khmer Angkor Wat have already made all the fans ecstasy. "
The moon in foreign countries may not be round, but foreign names must be difficult to understand. Looks very high-end. Why are there always so many people who buy, love and talk about everything foreign or seemingly foreign for no reason? For no other reason, it’s just pretentiousness.
9, life outsourcing
We are all very busy. Because of work, we don't have time to cook. Because we are watching dramas, we don’t have time to wash dishes. Because of games, we have no time to take care of our children. We didn't have time to clean the room because of a friend's party. We sit on the sofa with snacks and nestle into a piece of potato, watching the sweepers, babysitters, restaurant takeaways, and driving drivers busy in our lives, coming and going.
But this is nothing. In 2005, Esquire US editor-in-chief Jacobs wrote a virtual autobiography of the "Outsourcing Emperor" after reading "The World is Flat": He found an Indian outsourcing company to let this responsible person The outsourcing team helped him check manuscript materials, send gifts to his wife, buy daily necessities from online stores, buy toys for his son, pay for mobile phone bills, send emails to his boss, arrange birthday parties for his wife, reject work requests that he did not want to ignore, and file complaints against the United States. Airlines, writing emails to care about parents, apologizing to my wife, and compiling my own Wikipedia. Finally, the "Outsourcing Emperor" outsourced his family, children, and work to strangers in India on the other side of the world, and complained that one time these strangers failed to help him order a takeaway from a nearby restaurant. .
All the worries needed to survive have been outsourced by this "outsourcing emperor". Even writing this autobiography makes him feel bored - he might as well outsource the ending to Indians. The "outsourcing emperor" has since lived a life that many people dream of: closing the curtains, holding potato chips, sinking into the dark and soft center of the sofa, and entertaining himself - this is the ultimate form of outsourcing life. Let us maximize our laziness and hand over our bank cards, home addresses, workplaces, colleagues, friends, purchasing tastes, and eating habits to strangers who can solve all problems. Then the "outsourcing emperors" can live as invisible people, and everything will be fine from then on, except for worries.
But in the end, I just have one small problem. The perfect outsourcing company, I am very tired of my laziness, can you outsource it for me?
10, celebrity
saw Takeshi Kaneshiro holding a bottle of green tea and drinking it coolly, we were eager to give it a try. Seeing that Daniel Wu can look radiant just by applying some skin care products, we were eager to give it a try. We were eager to give Fan Bingbing a try after seeing how she looked so good with just a little shampoo. Seeing that Faye Wong can become ten years younger by drinking a little milk, we were eager to give it a try.
TV, records, and magazines have made us familiar with the expressions, lives, and sufferings and joys of celebrities. This makes us feel that we all know each other very well - some things that only friends know about celebrities become "we all know".But, do we really know Takeshi Kaneshiro, Daniel Wu, Fan Bingbing, and Faye Wong? I really don’t know that skin care product advertisements are made out of PS, Takeshi Kaneshiro doesn’t necessarily drink green tea, and shampoo can’t wash out black and smooth hair? We all know that they do it for Pepsi Michael Jackson, who has appeared in commercials, does not drink soda drinks at all. Penelope Cruz’s mascara commercials use false eyelashes. Even if you wear the gold ring endorsed by French TV host Daniele Guilber, The previous generation would not have had good luck either. We know Mr. Hou, the "king of advertising", and we also know Jackie Chan, the "man who can destroy everything": the Xiaobawang learning machine he endorsed went bankrupt, the owner of Aido VCD was in jail, and Fenhuang Cola and Caddy cars disappeared because they could not be sold. , Bawang Prevent Hair Loss Causes Cancer, Missing Dumplings were even found to contain deadly Staphylococcus aureus - these brands are all products they don’t use at all, just like the skin care products endorsed by Hollywood star Cher, she herself doesn’t use them at all.
Maggie Cheung's face was not made with oil of Olay, and Michelle Reis is not so beautiful because she owns L'Oreal. However, as long as the difficulty of choice strikes, we will still trust the very sincere celebrity portrait on the product package - because among the endless strange products on the shelves, the only thing we recognize in our eyes that are already tired of distinguishing is that. A famous face.
11, Online shopping addiction
Fast, convenient, low-priced, complete, limited edition, 24 hours online... No matter what positive meaning was given to online shopping when it first emerged, today's "Internet slaves" can only interpret it as Next sentence: prodigal, prodigal, super prodigal.
Online shopping addiction is cultivated in this way: you may have never visited the supermarket 50 meters downstairs in your community, because the daily necessities and snacks you stock up on Taobao will never run out within a year or two; you are facing I have always been unfazed by the discount season in shopping malls, because the strong promotions of purchasing agency websites are the real temptation, and the enthusiasm cannot be extinguished even if the goods are not delivered several times; you always have to book your dinner three days in advance, but there is no way, who can say that group buying websites have it? This is a cheating rule; the air fryer you bought from an e-commerce website has been gathering dust for years, and there are half a shelf of new books that have never been opened... even though every credit card settlement day you wail, "I want to cut myself off and keep swiping." "Taobao's hand" and found out that "I turned out to be the Thousand-Armed Guanyin" - you were still fishing at work, constantly searching for new keywords, refreshing the order logistics over and over again, and waiting for the courier guy to make your phone ring. Online shopping is a trap, and everyone suffers from shopping compulsion.
12, brainwashing
Although melatonin advertising has won the "Top Ten Worst Advertising" award for five consecutive years since 2000, everyone has remembered that "this year, no gifts will be accepted during the holidays, only melatonin will be accepted." In 2008, Hengyuanxiang, who had been simply repeating the same thing for decades, actually made a breakthrough in the situation where the pornographic photo scandal dominated the world: In that year, except for photographer Chen, we all remembered "Hengyuanxiang, sponsor of the Beijing Olympics" "Business" and the twelve zodiac signs. Chen Baoguo's "Chinese New Year brings good luck" repeated three times, Fu Disheng Ren Jing's "Wash to make you healthier" one by one, and the whole family's "Hurry up and give your intestines a bath!" also appeared in the show. On the video terminals covering buses and subways, we tirelessly bombard the rubber men with empty brains in turn. Advertisers firmly believe that "a lie repeated three times will become true", which can be regarded as giving us a chance to breathe: Fortunately, they will not come for the fourth time. all over.
Hengyuanxiang's marketing department once stated this: "I would rather be scolded than forgotten." People who are accustomed to hearing the screams obviously have lived up to their expectations: the products that are rated among the top ten worst advertisements every year are selling particularly well. This is not surprising. Chuck Palahniuk said it long ago in "Fight Club": "A group of strong young men and women want to devote their lives to something. Advertising has made these people pursue what they don't want." Need cars and clothes. Generations of people have been working jobs they hate so they can buy things they don’t really need.” In the movie version, the protagonist also analyzes you and me very clearly: “You. Who are you with me? We are consumers, and all we think about is material things.I don't care about murders and poverty, I care about celebrity magazines, 500 channels of television, whose name is on my underwear, hair restorers, Wilton, diet pills. "
Money still has to be spent, gifts still have to be given, and the worst ads still have to be searched and viewed before being criticized. The happiest thing in the world is to travel around the consumer world with money, and buy whatever you remember, just for the sake of personal satisfaction. Be happy - then, don't think. Thinking will destroy it all.
13, Hype
In "The Crowd", Le Pen proposed that "the crowd is blind". In the group, individual intelligence and individuality are weakened. Often exhibit impulsiveness, impatience, no long-term plans, exaggerated and naive emotions, gullibility, and easy suggestion. This phenomenon is described in economics as the "herding effect". The herd is a very scattered organization, but once it happens, When one sheep moves, the other sheep will rush forward without thinking, regardless of whether there may be wolves ahead or better grass not far away.
The most common place where "herd" blind obedience occurs is in the financial market. , it is easy for inexperienced investors to blindly listen to so-called experts, authorities and inside information, and blindly follow others, even if the judgments and information they receive are rational and accurate, the influx of such a large "flock" is amplifying. The leverage effect and contagion effect will also overturn the balance of leverage. Just like in 2007, when Wall Street was suffering from the financial crisis, the Chinese stock market reached 6,000 points, and both vegetable vendors and cleaners were talking about funds. The result was already obvious. If exposed. In fact, the big institutions have already withdrawn, and it is always the retail investors who are stuck.
It is because the media made a mistake and labeled Zhang Wuben, who only knows a little bit, as a "health expert", even though he said that "mung beans can cure all diseases." It goes against common sense, but it cannot prevent his book from selling 3 million copies in half a year; mung beans have become a must-buy item for many consumers in the vegetable market, ranging from three to five kilograms to dozens of kilograms, and the price has been continuously pushed up. A certain brand of mung bean and licorice soup named by him was sold for 138 yuan. It was the merchant who was laughing behind the scenes.
14. The definition of vanity in the "Modern Chinese Dictionary" is "surface luster and illusion". The pursuit of "glory" is a universal character weakness of human beings, and no one can escape it. It just so happens that famous brands have the "beauty" of surface brilliance and the "nobility" represented by the inherent high value, which satisfies women's dual vanity of beauty and wealth. Therefore, almost no woman can escape in front of famous brands - wearing famous brands, carrying famous brands, in the mirror, women can feel that they are connected with the female stars in the advertisements, and connected with the beautiful high-end life depicted in fashion magazines. I even got in touch with those famous women in the historical allusions of famous brands, and I felt that my reflection in the mirror instantly turned into a phoenix. As the book "Luxury Brings Wealth" said - famous brand luxury goods have always been the exclusive preserve of aristocrats. , has become popular fashion today, and the reason why famous brands are popular among the public is just because it can provide you with the illusion of becoming an aristocrat instantly. The reason why Hermès has become so popular among famous brands in recent years is that it has successfully and completely created a low-key princess. Style luxury. Low-key luxury only appeals to the vanity of those who are trying to be low-key.
15. Inferiority
The most provocative underwear advertisement in history comes from a vulgar romance novel: Scene 1, the heroine has been secretly in love with the hero for a long time; Scene 2, the hero finally asks for a one-night stand; Scene 3, the heroine is so excited that she gives In scene four, the heroine cried loudly at home late at night and smashed the wardrobe to pieces - the voice-over said: "Why don't I have a bra that can stand out on stage!!!" Marketing technology focuses on human inferiority complex, and all peripheral products related to both genders are half the battle. This is why the magic of "A cup instantly changes to C cup" always has great sales, and "let you hold on for another 4 minutes". Condoms have long been regarded as a success story.
These marketing techniques are like magic wands - the core concept of weight loss advertisements is: "There are only two kinds of women in the world, one is beautiful and the other is fat"; toothpaste advertisements no longer shout the old-fashioned "no cavities" , has become "Keep the fragrance, no one will love you"; the chewing gum advertisement smiles evilly: "Beautiful women will no longer frown at you." You don't have to admit the little thoughts of your one-night counterattack, But the moment you reach for the shelf—hey! You're exposed.
16, sky-high price
sky-high price moon cakes, sky-high price cars, sky-high price houses, even sky-high price pickles... These days, everything can have sky-high prices. Merchants firmly believe that the psychology of many consumers is not to seek the best, but to seek the most expensive products. Therefore, they occupy the commanding heights of prices of various commodities, constantly emphasize the meaning of face, magnify the hidden value of face, Jiang Taigong fishes, and waits for those who are willing to take the bait.
Comparisons are everywhere. In life, each of us secretly gives ourselves a consumption positioning, but the highest benchmark often affects our decisions and raises our standards. We always lose our self-awareness in the comparison of looking left and right. When our minds are hot, we are like high jumpers constantly jumping to touch a high line that we cannot reach.
A few years ago, the marketing slogan of a certain sky-high-priced house was - "Only dedicated to outstanding people in the pinnacle world." Its sales target group was of course not people in the pinnacle world, but Chinese wealthy people trying to reach the pinnacle world. Go and complete an illusory "carp jumping over the dragon's gate".
17, Supreme
When you are angry at being repeatedly jumped in line by VIPs at the bank, you will understand how correct Orwell's sentence is - "All animals are equal, but some animals are more mature than others." equality". It’s just that in the past, it was political power that made people “more equal,” but now it is commercial means that make people “more equal.”
All brands see this. Therefore, banks have to set up countless credit card levels, such as ordinary card, gold card, platinum card, black card... You have to go through levels and fight monsters to upgrade; real estate developers must emphasize "luxury", "supreme", "ten thousand times admire", only "Because I enjoy this seat", the best case names will make your liver tremble - such as "Diaoyutai No. 7 Courtyard" and so on; luxury car brands must not only create limited editions, but also "exclusively supply to China"; luxury goods must take the trouble to Emphasis on "handmade", although it is most likely to be born in a factory in Dongguan; even fast fashion brands have to cooperate with well-known designers, so that you can get the superiority of "limited edition" with a limited budget ...
You really gain some sense of superiority, and maybe a lot of privileges, and then you fall into the "fatal illusion" and can't extricate yourself.
This is the most suitable marketing method for China's national conditions.
18, one-stop
"FamilyMart is your home" - these six words have no meaning of word play, but eventually became the famous advertising slogan of Taiwan's FamilyMart convenience store. Just like the convenience store's essential "everyday" sign, the plain , and it is also the easiest to cultivate consumption inertia. In fact, it also has the first half of the sentence - "Always by your side all year round" - which is the core strategy of convenience store marketing: to provide maximum convenience in life at all times and everywhere.
In terms of attracting consumers with "one-stop shopping", 7-Eleven, the originator of convenience stores, has long figured out a set of established rules of the game: focusing on residential business districts, taking into account office business districts and station business districts, almost Blocked off all places where students and white-collar workers hang out; sells regular brands of bread, snacks and drinks, and also launches rice balls, oden and cooked lunch boxes according to local tastes; sells daily necessities, but focuses on one person or travel size... a well-developed family The convenience store also provides all-day services such as paying utility bills, hailing taxis, booking hotels, purchasing movie tickets and park tickets. In the context of the popularity of otakus, Japan’s 7-Eleven is the latest business launched Exactly: Buy a pack of instant noodles and have it delivered to your door. The
convenience store model is very easy to use, otherwise there wouldn’t be so many TV shopping channels and online direct sales malls following the trend and advertising the “new one-stop shopping” sign.However, the easier it is for you to be tempted to buy because of "convenience marketing", the more likely you are to be involved in troublesome shopping traps.
19, social phobia
The American Social Anxiety Disorder Association points out that about 7% of people in the world suffer from social anxiety disorder, and about 1 in 10 people in China suffers from social anxiety to some extent. Social networking is the weakness of modern people. Based on this weakness, social networks came into being.
Obviously, the biggest selling point of various social networks is to satisfy people's social desires in the virtual online world. Many years ago, a British poet lamented that "no one is an island, everyone is part of the continent", and what social networks tell you is that you don't need social skills, nor do you need to cross physical and psychological distances, as long as you press your ten fingers, You can easily connect a landmass into an empire. It is said that as long as you are willing, "non-contact" social interaction can account for 80% of human social interaction.
On the one hand, you enjoy increasingly relaxed social interactions in the virtual world; on the other hand, when facing your loved ones and friends, you will feel increasingly indifferent and speechless. People's social skills are formed little by little through interactions with others from childhood, without accumulated communication practice in reality. The result is that those social experts in the virtual world are often social imbeciles in reality.
20, lifestyle
IKEA is a way of life - it sells simple and environmentally friendly DIY, pastoral cotton cloth and small floral flowers. It is "Sweden's happy and simple style", which is "full of sunshine and fresh air, but without sacrificing The organic life trend of restraint and authenticity. MUJI is a way of life - what it sells is original ecology and a view of nature, simplicity and simplicity that are "highly respected by tasteful people", and "MUJI is not so much a brand as it is a kind of The philosophy of life" is a fresh and refreshing saying. Uniqlo is a way of life - what it sells is simple design and basic versatility, and it is a method of group segmentation that "persists in what I think, what I want, and what I do."
marketing guru Philip Kotler once said: What Starbucks sells is not coffee, but leisure; Ferrari does not sell sports cars, but an almost crazy driving pleasure and nobility; Rolex sells not watches, but a sense of luxury and confidence; What Hilton sells is not hotels, but comfort and peace of mind; what McKinsey sells is not data, but authority and expertise. With the four words "lifestyle", any brand can become trendy, dazzling and high-end, instantly leading the fashion trend. No matter how much of the lifestyle is a lie, the point is – you and I still get along with it.
Source: New Weekly, author: Zhu Huijing, Ding Xiaojie, Yu Qing, Zhang Jian, Wen Lisa
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