Analysis on the influence of four kinds of consumption characteristics on brand strategy

1. The influence of face culture difference on brand strategy

Face culture is a major feature of China, is the unspoken rules of Chinese emotional society, an American scholar talked about the difference between Chinese and American face culture, said, "for them, it seems worthwhile to keep ' face ' and give life." This is a joke, but reflects the Chinese attention to face has been to the extent of too much.

Chinese face culture means that enterprises in the brand recognition system planning, as far as possible in the brand recognition to highlight the noble, rich and taste to let consumers get the vanity and sense of dignity. For example, for high-end apparel brands without affecting the aesthetics of the premise, the bigger the logo is, the better it is to let others know that they wear a top brand of clothing; for example, the Swiss table, the more distinctive style, because others can see your brand, such as Rolex is not good-looking, but the style is very characteristic, People are far from looking at the Rolex, so many entrepreneurs are very welcome.

Face culture also means that enterprises in the planning of the core value of the brand, the self-expression of the interests of more access to consumer recognition, the brand will be more able to obtain a high premium.

2. The influence of the difference between perceptual thinking and rational thinking on brand strategy

Perceptual consumption is more than rational consumption is also a major feature of China, the Chinese people are good at intuition, perception and perceptual thinking, advocating the nature, society, life experience, feelings and insight, is a "unutterable inexpressible" mood. For example, our Ancients recorded 40 fielded of Halley's Comet, but no one summed up its rules of operation, eventually allowing the British Harley to get the discovery right; we had long had the idea of blood circulation, but did not rise to theory, and ultimately the British Harvey laid the theoretical foundation; we have Chinese medicine, acupuncture, But stay in the range of experience or five elements. Americans like to find the answer to "why", good at rational thinking, they agree that the basis of rational thinking is the objective reality of measurable results, that is, the American "fact view."

Therefore, the brand temperament can sometimes determine the fate of the brand. Consumers through packaging, vi systems, posters, DM, newspapers and magazines, such as the style of graphic advertising, film and television ads, such as the texture of the image of the overall formation of the brand temperament to determine whether the identity of a brand. Another example, for the health industry, if the brand recognition in the use of rational appeal, put the fact that science is sometimes not necessarily successful, from the mysterious start, through the mysterious appeal to obtain the consumer's perceptual identity can sometimes win the market faster.

3. The influence of the irrational consumption characteristics of Chinese consumers on the brand strategy

Chinese consumers ' face culture and perceptual thinking are more than the characteristics of rational thinking in the attitude towards their children's consumption has been the highest embodiment of irrational consumption tendencies to play to the extreme. It is the mantra of Chinese parents that "no more bitter or bitter." Fundamentally speaking, this characteristic of Chinese consumers is the result of thousands of years of social and cultural development, in addition, experienced the cert of the last century is also the most important reason for parents to love their children especially.

What is the impact of Chinese consumers ' irrational consumption characteristics on their children's brand and brand strategy?

First of all, when refining the core value of the brand, if the parents care for their children from the perspective of emotional interests, more easily with the target customers to produce deep communication, so faster than competitors to win the market. Second, to build high-end product brand success opportunities are great, more easily get a high premium.

4. The influence of the characteristics of "the Chinese" consumers on the brand strategy

The younger generation, who was born in the 80 and is now 18-27 years old, is known as "Gen", with a total of more than 200 million people. They will become the backbone of China's consumer market in the next few years. The generation has accepted the baptism of the market economy, globalization and Internet process to the consumption concept, showing a very different characteristic from his parents, which has an increasing influence on the social consumption structure. They present the following consumer characteristics:

(1) The pursuit of a personalized lifestyle

"Generation" from childhood in the family core, forming an independent, personal personality, not satisfied with the standardization, model, there is an independent way of thinking and values, the pursuit of individuality and distinctive. They advertised "I like it", advocating their own style, like personalized, unique products. The network has become an integral part of the life. QQ, MSN is the daily Communication way, online shopping is becoming the main shopping way.

(2) Brand consumption awareness is very strong

By the video, the Internet and other modern media to create the impact of consumer culture, "after" has a strong enjoyment of life ideas. such as surfing the internet, interactive games, tourism, parties, fitness, etc., they are vulnerable to the attraction of luxury consumer goods, brand consumption is very strong, computer, MP3, digital cameras and other electronic digital products become necessities, daily entertainment consumption and tourism consumption proportion increased. A considerable number of them pay attention to the pomp and the comparison, eat to be delicious, wear to brand, play to high-grade.

(3) The rise of the concept of consumption

And their parents thrift, living within their means of consumption is different, "generation" of the rising consumer awareness, spending money without restraint, earn how much how much, rarely consider for the future and save, dare to spend tomorrow's money, round today's dream. Their financial source on the one hand from the parents of the silent dedication, many "generation" even on the job, in life or rely on parents, with their parents money to go shopping, entertainment, enjoy, on the other hand, from their own income.

Such a consumer group, the enterprise in the brand strategic planning, what kind of impact?

(1) The development space of brand strategy is broader

Because of the desire to obtain material, spiritual double enjoyment, the product's functional and emotional needs are very large, enterprises in the brand strategy planning, will gain a broader core value development space, regardless of the product itself from the difference point or from the consumer's feelings, can easily find the core value that can impress both the target customer and the competitor, therefore, the enterprise's brand strategy development space is broader.

(2) The brand core value of affective and self-expression is becoming mainstream

Because of the pursuit of the personality of their own, different from the basic interests of product functional level, but also hope to be able to obtain an aesthetic experience, happy feeling, showing knowledge, personality, life taste and social status.

(3) Use the concept of luxury to create a mid-range brand

"After" The brand consumption consciousness is very strong but the ability to pay is limited, this contradiction makes them on the one hand greatly overdrawn the current level of consumption, showing a certain amount of consumption awareness; On the other hand, many consumer desires have not been met because of the limitation of capacity to pay. Therefore, for enterprises, you can use the concept of luxury to create a mid-range brand, which has two meanings, first, through products, services, personnel, image combination to create a high-end brand image, so that consumers produce a high-end price expectations The second is to use the real price of the mid-range so that consumers through the expectations and perceptions of the gap to improve the satisfaction of the brand!

(4) Magical temperament identification and user identification

Temperament recognition and user identification can quickly let consumers produce a preliminary brand impression and the brand with the important recognition of emotional communication, enterprises can be through the temperament identification and user identification of reasonable planning faster by the "generation" pursuit of personality, advertised "I like" the consumer accepted.

Source: No longer silent