With the development of society, consumers' living standards continue to improve, consumers will always worship things better than themselves or the region, so the wooden door brand should properly explore the domestic or foreign leading links with the brand on the basis of quality assurance. Fashion elements.
Entrapped by the upstream market, the whole wooden door industry is not very active. The current holiday consumption has strong passiveness and homogenization, and with the rationality of consumers and consumer behavior, consumers appear in the senses. Fatigue, for wooden door businesses, how to make marketing, especially holiday marketing, revitalize and vitality becomes a big problem.
If holiday consumption is still a new thing a few years ago, today's holiday consumption has become saturated. On the one hand, the original niche random consumption behavior has become the mass consumer's rigid consumption behavior; on the other hand, after the holiday consumer market energy is released quickly, the marginal benefit of marketing is declining. At the same time, product safety and other issues frequently occur, and consumer confidence in the business crisis has made holiday consumption worse. For wooden door businesses, how to reactivate the consumer psychology of fatigue under the rigid demand of consumers is a problem that must be seriously faced.
Find the root cause: Why is the consumer experience weak?
The need for "cultivated" has inherent defects. Holiday consumption is different from daily consumption. It is a rigid demand guided and nurtured by multiple market forces driven by profit. The two characteristics of holiday consumption are: the demand is passive, and the second is that this demand is usually met in a scaled and homogenous way.
For consumers, consumers' holiday consumption has a certain degree of herd mentality and lack of personalization. The above two points are the inherent defects of holiday consumption, which set obstacles for the further development of this market.
The popularity of online consumption has also increased the “weakness†of holiday consumption. The survival status of the group-purchasing website is temporary, and its low price does make consumers feel the benefits. Just as profit-seeking is the nature of the business, the behavior of consumers “doing more with less†is also an instinct. To this end, as long as there is an opportunity, consumers will fully play their bargaining power. Group purchases, online shopping, and wet marketing are all emerging consumption methods in the Internet era, and have been popular among the mass consumer groups.
Online marketing not only changes the marketing platform and traditional consumption methods, but also has a profound impact on consumers' consumer psychology. Active consumption and individual consumption are hot, and the communication method that the pro-inspired representatives represented by “pro†represents the initiative of consumers. The convenience and randomness of online consumption is in stark contrast with the patterning of traditional stores, environmental congestion, and the difficulty in ensuring service attitudes. This has greatly reduced the pleasure of consumers' on-site consumption experience.
Find a strategy: how can we change the psychological weakness of consumers?
Pre-marketing function
In order to stimulate the initiative of consumers. Wooden door manufacturers should pre-position the marketing function. That is to say, consumers are invited to participate in the whole process of design, packaging style, price range, related products and sales methods. Consumer participation can be flexible and diverse. For example, you can collect product ideas through Weibo, detonate product sales through “Secretâ€, and launch product pre-sale comments collection and flashing on the forum. Putting the marketing function forward can stimulate the enthusiasm of consumers to participate, weaken the passive consumption of consumers, and strengthen the consumer's initiative in festival consumption, reducing or even eliminating the "aesthetic fatigue" and "consumption fatigue" in holiday consumption.
Building a psychological channel without time nodes
Quality and integrity are the problems that the whole society faces, and it is impossible to solve them overnight. Good product quality and credibility are the basic guarantees for consumers to feel comfortable spending and happy consumption. Although facing the huge holiday market, short-sightedness and opportunisticity can bring huge profits, but once the consumer trusts the psychological defeat, the entire wooden door industry will suffer a devastating blow, and the impact will be far-reaching. In short, quality and integrity are the foundation for the enduring holiday consumption, and the only psychological channel that can directly reach consumers' desire for consumption. To ensure that this channel is smooth, the holiday consumer market can last forever.
Meet the individual needs of consumers
The festival market is characterized by passiveness and herdity. In this context, in order to occupy the sales initiative in the holiday market that has matured and the market capacity has been excessively released, it is necessary to cater to the consumer's individual consumption demand and build a niche market based on this, and open the consumer psychological defense. Expand the boundaries of holiday spending.
When a merchant determines a niche market, it can be considered for different groups of people, which can be divided into traditional old age, middle age, and children; or it can be divided into different consumption preferences. For example, for online consumer groups, merchants can formulate online sales strategies, launch young, personalized holiday products, and integrate marketing models such as group purchase, reservation, self-service combination, and off-site delivery to promote the sales of holiday consumer goods and related products.
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