live broadcast, we can find that middle-aged and elderly people who used to go to street stores to buy health care products now flock to live broadcast rooms and fall in love with live broadcast shopping, from daily necessities to health care products, from gadgets worth a few yuan to There are tens of thousands of health care equipment, but they still have unabated interest in it and buy it like crazy, even more than young people. Why are they so addicted to the live broadcast room?
01
Take advantage of demand
1, show survival value
The first is the survival value, which is very obvious after the elderly retire: young people can make money and bring value to the family, but when they are old, they lose their labor force and contribute little to the family. This is why the elderly condition Yes, the reasons for picking up bottles or queuing up to pick up eggs from pharmacies or supermarkets are all manifestations of survival value, so the low-price approach to attracting informal health products in the early stage can also impress these people.
2. Personal image needs
Everyone shapes their image in society, especially the elderly who have a lot of time after retirement. When chatting after dinner, they talk about the advantages they have taken and the high-quality and cheap things they bought. Good goods actually create the image of "I am very smart", and can also attract a large number of people who are eager to experience and take advantage of themselves, asking themselves questions, which greatly satisfies the vanity and sense of superiority of the elderly. After all, saving money means "knowing how to live." , this image makes the elderly group feel satisfied.
3. Reverse rationalization
Why are many elderly people repeatedly deceived by health care products that are irregular, exaggerated or even falsely advertised? Because in order to maintain their smart and shrewd image, they are unwilling to admit that they have no discernment and are easily fooled. Therefore, when their children persuade their parents, they often find the advantages of these health products, such as "How do you know if you haven't tried it?" "It didn't work because I didn't eat long enough" etc., just to maintain image.
02
Adapting to the needs of society
1, learning needs
For many middle-aged and elderly people, active learning is difficult, and whether it is a live broadcast or a store selling health care products, the staff will not only give strong guidance on how to place an order, but also provide step-by-step guidance on how to place an order. How to pay, and you can even answer questions at any time. Such a simple and fast purchase process is more autonomous than the elderly teaching themselves or "troubling" children.
2, Emotional needs
Middle-aged and elderly people are worried about aging and social derailment. They do not want to be abandoned by the times and cannot keep up with the pace. Therefore, online conveniences such as live broadcasts and TV shopping are also their desire for new things of the times. And the new terms promoted in informal health products, such as taurine amino acid and detoxification, are also manifestations of their trying new things.
03
Information asymmetry
The reason why irregular health products are the hardest hit area for middle-aged and elderly people is because they have closed information and have little understanding of these fields. It is precisely by taking advantage of the asymmetry of network information that the elderly are eager to adapt to the times and show themselves. Value and the desire to take advantage can blind one's eyes, and young people will be very cautious about these.
04
Emotional appeals
Middle-aged and elderly people are so addicted to TV shopping and online live broadcasts because of the lack of companionship. We don’t have the time, energy, and patience to give our parents enough companionship to meet their life needs and emotional appeals, but just tell them blindly. Don't be fooled and don't buy it. In fact, it will push the elderly to these exaggerated products.
Whether it is informal health products and health equipment on the street, or TV shopping, live shopping, the essence of meeting the various needs of middle-aged and elderly people has not changed. How to let the elderly live healthily, maintain reasonable health care, and not indulge in excessive exaggeration or even falsehoods The products promoted are still worthy of our deep thought, and we need to do more.
