In order to win minority products also have spring

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Preface: Big shelling mosquito-type marketing defeat let many small numerous products from swallow the bitter. In the face of niche products can not break the marketing problems of the Bureau, the emergence of social networks can turn the tide to make its Shing?

Market economy, consumer demand to diversify and personalized development, niche product market ushered in the spring. Minority products of the opposition is the mass consumer goods, the main consumer goods mainly daily FMCG, but also refers to the modern civilized social necessities of life, from an economic point of view as a product of economies of scale. and relative to the fast consumer goods market, niche products are small demand for products, this product is characterized by customer dispersion, demand performance dispersed, information dispersed, in the era of personalized consumption, these characteristics are particularly prominent. If the enterprise will be popular products spread, like a big bombardment of mosquitoes, the use of social networks to implement precision marketing will become the key to the success of small enterprises.

Dilemma: Cast a net in vain

In the traditional marketing mode, the enterprise's marketing idea is market-oriented, most enterprises believe that the target market research and integration of internal resources to meet customer needs as far as possible to win customers, but they ignore the customer's immaturity and limited enterprise resources, this is reflected in the marketing of niche products more obvious. Niche products are rising with the rise of personalized consumer demand, from the size of consumers is still not stable enough, the difference in consumer demand for enterprises to obtain user's marginal cost will be higher.

Luxury goods in recent years, the development of a small minority products, belongs to the Non-essential necessities, but because of its value/quality relationship between the highest, has become the human pursuit of beauty symbol. Consumers who buy luxury goods focus on groups with high incomes, a certain social status and unique scrutiny of the United States. In the face of the target market, the majority of luxury goods companies will be based on mass marketing ideas to compete for customers, the common strategy is the launch of mass media advertising, including television, paper media, outdoor and internet advertising. Rational consumption era, the information dissemination mode is changing, rely on long lost credibility of media advertising strong indoctrination, will soon be sensitive audience shielding, it turns out, this is not a small minority of products in front of the target audience to show their own good way.

Traditional marketing mode, enterprises emphasize that as much as possible products and services available to as many customers, this and niche market formation of confrontation, the essence is the conflict between personality and sharing, mainly reflected in two aspects, one is the small number of products market consumers can not reach the size of multi-user transmission scale effect, Second, for products such as luxury goods, mass communication may reduce the value of the target customer's mind.

Therefore, according to the marketing ideas of mass products to spread the information of the minority products to a certain extent is a wrong decision, and "big shelling mosquitoes" to small enterprises brought a certain degree of confusion.

Confused one: Do not know who the information is transmitted to

Although the target consumer groups of niche products are active in the mass consumer groups, but not sure where they will be concentrated, so most companies will use the mass media a pair of multiple communication advantages, hope in television, magazines and other media to cast nets, although sometimes good luck to hit one or two, but later found that The fish that took half a day to fight was not the one they wanted. This is like luxury goods companies, the brand ads placed in the subway station advertising wall, toss for a long time, but found that can afford luxury will not take the subway.

Confused two: Do not know what the dissemination of information

Surrounded by advertising in the information age, consumers have to bomb-type advertising has the right to choose, especially in the form of information dissemination of diversity, with people on the aesthetic fatigue of things, there is no distinctive information they will firmly turn off the TV, the magazine newspaper thrown into the garbage bin or close the page. Niche Product consumer demand highlights personality, for things have an alternative aesthetic, and its group is relatively small, highlighting the common difficult to control, so even if the advertising production is perfect, it may be the target user's cold shoulder.

Breakthrough: Precision Marketing drag Long tail

With the development of Internet and the advent of social network, traditional marketing mode is being subverted by new media marketing. The marketing of niche products is also from the original monologue is evolving into a new situation of joint participation. The cost of social networking to meet personalized market demand is lower compared to the communication marketing model.

Social network is the product of the web2.0 of Internet technology, it is based on the social form of the interaction of human and human information, connecting people through the network, thus forming a group with a certain characteristic. This kind of group has the obvious "individuality" and "the image", this also just manifests the information dissemination node to begin to embody the more and more strong individual consciousness the sociological and the psychology theory.

To follow and grasp the marketing of individual consciousness, has become the social Network marketing, in this kind of marketing mode, the information dissemination form is no longer one-way, but two-way transmission. The dissemination of content information is not only the enterprise, but the buyers and sellers together to create, and in the form of dialogue to participate in marketing, making marketing more open, transparent and innovative. Compared with traditional advertising, social networks are more likely to take advantage of group commonness and emotional personality to gain the trust of Target customers, which is an effective strategy for niche products to resolve marketing contradictions. #p # subtitle #e#

Niche products using social networks in addition to the dissemination of forms and content creation has changed, more able to highlight the small groups of marketing communication core concept and value, to achieve precision marketing, so that the user to transform the marginal cost of minimizing. How to use social network to carry out precision marketing, niche products enterprises need to grasp the marketing three steps.

First, the layout

Niche products companies first need to understand that "first set up after the opera" is the implementation of social Network marketing the first step, the so-called "first set up after Taiwan opera" refers to the enterprise needs to analyze the common characteristics of the target consumer groups, according to the results of the selection of targeted social media, in these media to establish accounts or pages, for the aggregation of small groups to provide space.

Coin collection is a more niche market than luxury goods, the value of coins will not be as high as luxury goods, the recognition of the group to buy and collect coins will not be exposed to the world, so this is a very deep hidden market. Even if such a market has a huge space for development, because most of his customers are the infatuation of coins, the frequency of continuous purchase will be relatively high, this group is the general characteristics of the age of 35 years, in the upper echelons of society, senior officials accounted for more than 70%, and they often appear in the earlier financial information on the site, such as Phoenix , so the coin collection enterprise not only can set up in the Phoenix of Money collection microblogging account, but also in the financial forum to apply for relevant sections, to attract dispersed target groups.

Second, interactive

The characteristics of niche products are the blending of individuality and sensibility, which means that the demand of consumers is not only embodied in the demands of the product itself, but also the exchange of emotion. With the advent of the experience economy, consumers are increasingly based on their experience, so experience sharing has become the marketing element of the social network era. Niche products enterprises need consumers in-depth emotional and psychological interaction, the main interaction in the form of dialogue, in the consumer subconscious printing products and brands of trust and reputation.

The United States Black Dai, this is a High-tech help hair loss of the company, their clients, although at a glance, but very small audience. Traditional additional services in addition to wigs, the Chinese people have a knowledge of drug treatment and surgical treatment, to the physical issue of the new concept of fresh understanding, there are indeed many difficulties. In order to open up the situation, Black Dai launched Sina Weibo, on Weibo, with real stories to disseminate the concept of logistics, and through the solution of confusion and the organization of exciting discussion of active user groups, using this intellectual dialogue, black Dai won 150,000 of fans, and 80% are hair loss-plagued users.

Third, transform

For enterprises, the ultimate goal of any marketing is to convert fans into consumers, compared to mass FMCG, niche products have a natural advantage in the quality of the user group, because for a particular function or emotion, they have a relatively strong demand, through communication and interaction, the user to convert to consumers more than the probability of mass products. In the interactive process, to "help solve the confusion" mentality to do the subconscious sales guide, but the conversion of success or failure is the need to build on the basis of trust, so sales transformation is in the emotional establishment after the results.

Collectors, a Taobao 3 crown shop, is the product category of purple Sand Sales champion, its sales of purple pot, is a collection, very small, a purple pot of retail prices from four hundred or five hundred to tens of thousands of yuan. The collectors have accumulated more than 6,000 loyal fans through Sina Weibo, using Weibo to link people concerned about the topic of the teapot, insisting on interaction on Weibo, and telling consumers the knowledge of collecting pots and playing pots. Over the past few years, the collectors have accumulated 30,000 users, buyers of his pot total consumption of more than 100,000 yuan of 82, there are 2 top customers, shopping accumulated more than 400,000, a customer bought a pot shop in the bottle of 200, and another bought a pot of 600 pot.

In addition to the three steps needed to focus on layout, interaction, and transformation of social network marketing, niche products need to master two key points in the operation process. One is how to find their own users, this is the basis of all marketing, did not find a quasi user group, all marketing is "cast pearls Before Swine". Enterprises can focus on the topic through social tools, and learn how to use the search function of social media, the second is to learn to use the "Level two communication" theory, the theory that the information is not directly to the general audience, but through the intermediary of opinion leaders, namely information media → opinion leader → Target audience, Therefore, enterprises need to find the target group "opinion leader" in the marketing process.

Strategy: Differentiated management embracing Spring

Social networks and personalized consumer demand for niche products have brought development opportunities, although the traditional idea that should pay more attention to those with great commercial value of the mainstream market, a "niche" of the market should be abandoned. But the long tail theory tells us that when the niche market of "minority" is fused together, the long tail on the chart can also bring us great benefits. In these two concepts, the product network marketing between the minority and the masses is different in strategy and cost.

Difference one, strategic retrograde. Mass FMCG is the spread of point to face, the pursuit of "always see everywhere, buy" the dense spread and dense terminal cloth point, this can be achieved through mass media advertising. Niche products can not operate this way, it must know who the target customers, where, and can not use the media a pair of many natural advantages, can not form the media to spread economies of scale, the cost of transmission will be reduced. So compared to the large and broad marketing strategy of mass consumer goods, small and dense niche products focus more on the precise positioning of the target users.

Difference two, the cost of confrontation. The demand for consumer diversity has spawned market segmentation, the popular market gradually evolved into a product category of "niche market", niche market segmentation means that enterprises need to point to the spread of the point to meet the primary needs at the same time, but also need to strengthen emotional and psychological feelings, personalized needs to increase the cost of transmission, This is in contrast to the cost marginalization of consumer goods.

Must be win, the profitability of the enterprise is not reflected in the target audience groups of large and small, but whether it can focus on and dig into the value of the target customers, the development of homeopathy social network, the establishment of a new marketing "Circle culture", Iro break through the inherent marketing "hard" ideas, small enterprises also have their own spring.

This article is published in the "Sales and Marketing" magazine Management edition of the October issue, the author of Wu Jian Department of E-commerce, Network marketing research and practitioners, a number of media columnist.