The “Falling Down” Marketing Strategy Worthy of Corporate Concern

I. Understand the economic background of lowering consumer inflation, it will inevitably lead to consumers' "low consumption" behavior. This is almost the conclusion of economists, but today's social culture, consumer structure, consumer value orientation The emergence of new and emerging Internet channels has undergone tremendous changes. The behavior and causes of the “consumption-lowering” behavior have also become different from before. In-depth market observation and research, we found that at least the following three points are worthy of the enterprise. attention:

1. Under the trend of “low consumption”, the level of consumption has become more distinct.

In the low-end population, they hope to obtain the greatest use value with the least amount of money. In the past, due to the impulse, cross-level consumer behavior was now suppressed by inflation, mainly to reduce consumption; high-end people, they pursue a high-quality life, inflation on them The impact is not great, mainly for the consumption of superiority; middle-class groups, under inflation they become more sensible, but contrary to the traditional assumptions, this part of the crowd no longer love the mid-range market, they choose clean beef and the supermarket's own brand of clean Agents to alleviate the economic pressure caused by inflation, but still choose high-end real estate, luxury clothing, elite education, etc. to achieve the value of identity and wealth appreciation, lower consumption and better consumption at the same time.

2. Both behaviors of lower consumption and better consumption may occur in the same consumer.

This phenomenon is mainly concentrated in middle-class groups. This group of people is the main force of the consumer market today, and it is also an object that every company strives for. When it comes to low-end consumption, consumers have an “acceptable” mentality. They hope to be “expert” consumers in the product areas they are familiar with, to understand the attributes and values ​​of products, and to obtain goods at the lowest cost; In the process of optimizing consumption, consumers value the product's image value, cultural value, taste value and consumer group attribute value. They hope to become self-worth by becoming the owner and user of the product. What he buys is " Satisfy".

3, different types of products, there are differences in the trend of low and tactical.

In general, social-related products, consumers will pay more attention to the brand, require it to have the value of consumer status, level, taste, circle, and other characteristics of the association, consumers mainly to "tender consumption"; and self-use With regard to related products, consumers only pay attention to their outstanding "use value" and mainly carry out "low consumption".

Through the above three points, we can conclude that “low consumption” is only one side of the coin, and companies cannot overlook the other side of the coin—“tenure consumption” because this side is temporarily up. For enterprises, it is necessary to analyze in depth the characteristics of target consumers and determine the appropriate marketing strategy based on the characteristics of their own products. Whether it is to go low, or to optimize, or across two poles, it is possible. The key to success is whether it is suitable for the status quo of the enterprise, but it must not be a simple one. Because in the consumer market, there is no absolute Red Sea, there is no absolute blue ocean, companies can only look at all kinds of consumption in order to achieve both the Red Sea and Blue Ocean sail. Under the current trend of “low consumption” caused by inflation, it is of course important to lower the market, and the corresponding optimal market also contains unlimited opportunities. Therefore, companies must have both low-level strategies and favorable conditions. Consider.

Like the American Marriott Hotel, in the high-end market, its Ritz-Carlton brand has developed into the world's most valuable luxury hotel brand. Its success has encouraged Marriott to further expand in the luxury hotel market; and the Courtyard and Spa Hills, Fairfield, and other low-end brands have promoted Marriott's greatest growth in the number of rooms and revenues. From 1994 to 2004, the number of Marriott's budget rooms increased by 11%. In the overall downturn of the hotel industry, Marriott has been able to make a big profit in the low market and make a great reputation in the market. On the one hand, it is because of the trend of “lower consumption”, and the other is also inseparable from it. A keen grasp of the opportunity to “tighten consumption” implied by the phenomenon of low tendency.

Since downtrends and gains are equally important, then it is necessary for us to have an in-depth understanding of these two seemingly opposite routes. At the marketing level, what are the differences between lowering and maximizing? What are the differences and commonalities of products, channels, and sales strategies adopted by companies under two different routes? The author will provide detailed answers in the following sections.

Second, the downward trend of the combination of marketing strategies to choose the lower line means that companies have chosen a broad but tragic low-end market as their main battlefield. In the low-end market, whoever has the highest use value of its products will be the ultimate winner. This requires companies to make every effort to reduce prices and improve quality. To win, you must do better and better, never stop pursuing lower prices and higher quality, because consumers are always pursuing more use value. There is no end to lowering prices and improving quality. One-off cost reduction is just a trap. The characteristics of the consumer goods world are endless cost reduction, business innovation, supply chain improvement, and raw material substitution. Always pay attention to the price of the cheapest alternative and be careful to replace it.

The main consumer groups in the low-end market are the low-end and middle-class people. Among them, the low-end population is limited by their own purchasing power. The demand for almost all consumer goods is concentrated on the "cost-effectiveness"; and the middle-class's emphasis on self-use related products is its outstanding use value. Social-related products pay more attention to brands. Therefore, depending on the nature of the product, the consumer groups faced by different companies are different even if they choose the same route. This explains why the purchase of cheap detergents is far more expensive than the purchase of low-end products. Digital product crowd.

1. Product strategies under the downward trend For companies that follow the route of lowering the line, they should pay more attention to the practicability of the product when improving existing products and developing new products, and strive to improve the product's cost performance. In the low-end market, the magic weapon for winning products is "basic, low-cost, and reliable." Light is not cheap, and light is not good. Both must be both.

"Basic" means that the product has basic functions, such as a mobile phone, and its basic function is to answer calls, send and receive text messages, and other functions (such as alarms, MP3, etc.) are all additional functions. For low-end products, consumers value only whether they have basic functions. For other functions, consumers do not care or even feel redundant. For this kind of consumer psychology, when developing products, companies can target, weaken or cancel the additional functions of the products, highlight and emphasize the basic functions of the products, and can more accurately position the products while effectively reducing production and R&D costs. The popular old-fashioned mobile phones on the market today have low prices, simple designs, and prominent functions (large buttons, loud ring tones, and quick dials). They are welcomed by old-time friends and can be said to bring the “foundation” feature to full play.

The "low price" of a product means that the consumer has to pay less for the purchase of the product than for other similar products. This seems to be the easiest to satisfy, but in fact it is the highest point of the three points mentioned above. The driving force of enterprises is to pursue profits and return on investment. After all, the practice of losing money and earning money cannot last long.

Therefore, "low price" means cost reduction, which includes procurement costs, production costs, research and development costs and sales costs. Only by ensuring and stabilizing their dominance in the entire marketing value chain can companies effectively reduce procurement and sales costs. This requires companies to strive for vertical integration – upstream, through long-term procurement contracts, acquisition of upstream suppliers, etc. By means of effective integration of raw material resources; through the establishment of a joint operations department or the establishment of a joint venture company, downstream channel providers can boost the confidence of channel providers and ensure a reasonable distribution of profits, thus realizing the integration of the value of manufacturers. In the point of reducing production costs, "simple packaging" is an effective means. For example, some brands of hand sanitizer, 300ml bottled and 300ml bagged products are bundled together, and the price is lower than the two 300ml bottled handwashing. Liquids are much cheaper and are very popular with consumers.

2. Promotional strategies that go down the trend toward lower prices The promotion of products should focus on making consumers feel “earned” and gain more use value. However, for the low-end products, how to control the promotion cost is a very difficult problem; and, as the consumer market matures, simple purchases and other means have made it difficult for consumers to be satisfied. Enterprises should learn from the experience and cases of various industries at home and abroad, and give full play to their creativity to design promotional programs.

In general, a good promotion plan should be both "cost-controllable" and "creative full." In the aspect of “controllable expenses”, sales promotion methods such as bundling sales and “dosage increase” are all good choices. For example, when Lafang Daily Chemical lasted at a high CPI index for the past few years, “increase in volume for certain products” was not achieved. The “price increase” promotion policy received good market feedback; and in the “creative fullness”, the recent scraping event organized by “Hehegu”, a fast food chain in Beijing, is commendable: consumers purchase specified packages. (The price is higher than the general package) One can get a scratch card, prizes up to ipad, ipodtouch, as small as a glass of cola, coupons, fully mobilize the enthusiasm of consumers through scratch this form, enhanced Customer involvement.

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