Marketing should look at consumer change from different angles in full

Today's "consumers" are changeable, but one thing is certain is that "consumers are driven by the desire to meet their needs of the reality and the potential group composition." Markets start because products or services cater to the needs of consumers and satisfy their desires. For example, consumers in their pursuit of self, personality and independent way of life, in the access to product functional level of the basic interests, but also hope to gain an aesthetic experience, happy feeling, especially in the consumption of life taste and social status and other symbolic significance. So today in marketing to learn from different angles to observe consumer changes, so as to find an effective marketing strategy.

Foreign marketing books in the book has such a spread of the story, the point of view is different, the conclusions vary widely: a person to see "the Island people do not wear shoes, there is no market", another person exclaimed: "God!" People on the island do not wear shoes, the market is too big! The only thing that changes is the way we view things, that is, the angle. In fact, because of a lack of perspective, some people do not realize that technological inventions are just a typical product category, and many people equate new inventions with new requirements, and in fact, technological inventions and technology applications (to meet consumer demand) are two different things. Like industrial society's invention of steam technology, the creation of demand and a bowl of people are not the inventor of the steam engine technology but the railroad company that uses steam technology. Alibaba's success today is the same, network technology is not Alibaba's long, but the network technology and market demand (consumers) combined and play to the extreme is the key to Alibaba's success. In fact, when knowledge becomes known as common sense, more than 90% of the so-called "innovation" comes from different ways of thinking or from the perspective of the world.

Speaking of this also reminds me many years ago in the market analysis of a company to do the evaluation found that the investigation company to do the survey that all kinds of women cosmetics target consumers are generally: rich income, ample time, knowledge, intelligent professional women or family rich, innocent and lovely, carefree, The pursuit of the perfect adolescent girls and so on, it is obvious that such a survey for the enterprise marketing significance is limited, and did not catch consumers on the nature of such products. The reason for this error is that the market researcher from the subjective desire, did not learn from different perspectives to observe consumer changes, insight into consumer demand. Remember: The angle is not a kind of knowledge, but a way of thinking.

Marketing people know that, after the birth of the consumer awareness, spending money without restraint, how much to earn how much, rarely consider for the future and save, dare to spend tomorrow's money, round today's dream. But how this phenomenon is embodied in the consumer psychology of some specific products, this point in the car sales performance is more obvious. Now the car has been very popular, but many marketers have not yet realized that want to buy the consumer changes, many people think as long as it is expensive, must be good to sell. But if we look at the eyes of consumers today, the car becomes synonymous with shape or color, the more the shape fits the current characteristics, the more popular the car is, that's the reason the SUV is popular these years. The more fashionable the color, the more the car is favored by consumers. Visible car in the future development of an important trend is the shape design how to meet the needs of different consumers.

Similarly, why Apple can overcome several powerful opponents of mobile communication is the essence of innovation in the way of thinking. If mobile communication is only for the quality of life improvement (such as Call function), then we will choose Nokia rather than the iphone. Although we can hardly say whether the mobile internet has made the iphone or the iphone catered to the mobile internet? But one thing is the truth: the iphone does change our way of life--it can be done without time and place restrictions on mobile phones to meet the different needs of consumers.

The biggest feature of the mobile internet era is the dispersion of consumer nodes and contacts, which also means the collapse of the big market or the decline of the mass market. In the mobile Internet consumers in a niche marketing era, why say so, because the mobile age consumers more and more pursuit is not "mass convergence", but "minority ego", everyone in the mobile interconnection era have their own small world, The simplest and most intuitive view is that there are differences in app apps on everyone's phones. We talk about the long tail of the market is mobile Internet so that the individual's consumption value released, everyone is looking for their own differences, and mobile Internet applications and interfaces, so that consumers in the search for the process of their own differences, to become a new group. Therefore, for the next, the marketing must learn to use micro-bo, micro-letter and other new media, content marketing, humanities marketing, friend Circle of marketing plays a more and more important, "content is advertising, advertising is content" has become a reality.

Faced with the change of consumers, the marketing strategy and the focus of the marketing thinking to the consumer how to buy ideas come up, and how to buy the focus is the consumer experience and sharing. Therefore, the current consumer slogan is no longer satisfied or dissatisfied, but like or dislike-the former represents customer satisfaction with product quality or price, the latter represents the independent opinion of the consumer lifestyle. When consumers according to personal preferences or do not like the choice of products, that is, the lifestyle of the world, means that two things happen: manufacturing, the enterprise from large-scale production to mass customization; creation, the more extreme the enterprise, the more create new needs to adapt to the precision of marketing. Industrial economy times rely on economies of scale, assembly lines and mass production, but in the form of mobile interconnection economy, operators should pay more attention to personalized products, focus on more refined subculture, and more refined cultural subdivision, to find new business growth opportunities. Mobile interconnection to the center of everything, new identity, new cultural cohesion, new ethnic groups is the mobile internet era worth the attention of the changes, community business, especially relying on the subculture of the Community business has great value. Remember: Take a look at Weibo every day, focus on what's new on the micro-letter, and what's new in the circle of friends, where there may be huge business opportunities.