This is what I shared at Tsinghua University today, organized into a text version, and extracted some clips to share with you:
With the changes in consumer demand and preferences, in the era of Consumption 1.0, consumers will pay more attention to the "cost-effectiveness" of the products themselves before consuming products, and choose the most economical products.
In the era of Consumption 2.0, consumers' commodity consumption has advanced. In addition to paying attention to the functional attributes of the commodity itself, they will also pay attention to the "value-for-money ratio" of the commodity, and "beauty value is justice".
The same brand marketing course I shared at Tsinghua University, please check it!
Today has entered the era of Consumption 3.0. How much consumers are willing to pay for a product depends more on the experience the product can bring to the heart and the value of "self".
When everyone is willing to pay for the scene, for the mood, and for the quality, the old term "value for money" has disappeared, the once popular "value-for-money ratio" has iterated, and the new Internet word "price ratio" has appeared, and Chinese consumption is experiencing The transition from "value for money" to "value for money" to "value for heart".
Today's consumption has changed from the original material needs to the experience needs, from the stereotyped to the current personalized customization. It is not that the brand stands on the stage and says the product is good, but the people in the audience agree.
Consumers will go to experience, this product is not like this. To use the old routine to build a brand is nothing more than walking into an old-fashioned old alley, which is obviously no longer applicable to the current path of building a brand.
We are firm. Today, the modern brand methodology has been reversed, and building a new brand should be closely related to the consumption path. The first half of the channel is over, and the second half is the product is the king, the user is the king: good products – massive users – word-of-mouth marketing – brand.
That is, only after a good product is available, will it win the affirmation and recommendation of consumers, bring word-of-mouth marketing, and form the entire brand.
With good products and good word of mouth, when the brand is promoted to the public, consumers will receive a brand with a score of 90, not a blank brand without any word-of-mouth market.
So, with the product as the center, how to shape the core competitiveness of the brand?
1. Setting the tone: good design
Teacher Liang Ning once said: A brand is what you are willing to take a selfie with.
Fengrui Capital Huanghai has also proposed a concept called mapping rate. "Aesthetic dividends are directly related to the rate of image formation. The latter refers to the percentage of every 100 users who buy a product who will spontaneously take pictures and share them. This indicator can reflect the aesthetic tendencies of new groups of people."
What does this mean? Contemporary Chinese people's persistent pursuit of high appearance is beyond imagination. Under the dominance of young people's aesthetic tendencies, along with the economy of appearance comes a depression of aesthetic dividends.
And what corresponds to the aesthetic dividend? The telemarketing list telemarketing list brand "premium effect" generated by high-value products.
One is the efficiency of information transmission. The information received by consumers today is explosive. Brands can either let consumers appreciate your talent (product) first, or let them be attracted by your beauty, and then consider whether to continue to understand, like you, and buy you.
Second, there are hints for a better life hidden in the product genes. For example, when consumers choose a commodity, aside from factors such as ease of use and function, what they choose is the meaning of self, a label of a person in society, and some signals in various aspects such as aesthetics and attitude.
Therefore, we will find that aesthetic thinking is reconstructing traffic growth and even the entire business logic. In particular, the innovation of cross-border co-branding and various product packaging in the past two years has been extremely popular. In essence, they are actually playing the game of "visual aesthetics".
So, how do brands create a sense of design for their products?