Consumer's "double personality"
The formation of these two trends is not simply the result of social polarization, but the "double personality" of consumers. They prove their value by buying high-quality, displayable products in the high-end market. They try their best to buy high-quality products in the low-end market.
We saw women dressed in gorgeous white-collar workers who just came out of the Louis Vuitton store and got into cheap supermarkets;
We saw that the boss of the luxury business was driving a Mercedes, but they had to talk about it in order to reduce parking fees;
What's more, the housewife drove from the east of the city to the west of the city in order to make cabbage cheaper by 5 cents.
Why do consumers pursue high prices? Because they want to prove that "I am a savvy shopper" - I will choose the most noble life, and all this should be reflected in high-quality products, cutting-edge technology, stylish style and profound cultural connotation.
Why do consumers pursue low prices? Because they also want to prove that "I'm a savvy shopper" - shopping and consumption have become as indispensable skills as driving or using a computer, and buying a cost-effective product is a skill worth showing off. All this has an important premise, that is, the types of products purchased are quite mature, and the quality and function are not much different.
The collapse of the consumer stratum and the formation of new consumer values ​​In the past, in our traditional concept, low-income groups mainly buy low-priced products in discount stores, middle-income groups buy medium-priced products in traditional stores and boutiques, and the wealthy are accustomed to To shop in high-end stores, anyone who does not consume according to this rule will suffer cynicism.
Rich people always buy cheap goods, then he is a miser and miser; low-income people who buy high-end products are squandering or vanity.
Now, this "consumer class" has collapsed. Busily bosses often go to Taobao shopping, because the employees will not laugh at them, "there is no money, no culture"; just graduated white-collar workers often visit luxury stores, because it will allow them to quickly integrate into the corporate culture and upper circles; The middle class chooses cheaper beef and supermarket branded cleaners to achieve wealth accumulation, while choosing high-end real estate, elite education, and luxury clothing to achieve identity and wealth appreciation.
In the past, the formula for consumption was price = use value; now consumers are concerned with value, value = use value + psychological value. Use value causes consumers to lower consumption, and psychological value causes consumers to increase consumption.
The use value of PK psychological value The origin of consumers' "dual personality" lies in the different types of products that can satisfy consumers' needs. Maslow divides human needs into five levels. From low to high, they are physiological needs, security needs, emotional needs, respect for needs, and self-fulfillment needs.
"Usage value" is the part of the value that meets the physiological needs and part of the security needs. The satisfaction of the use value depends on the product itself; the "psychological value" is the value that meets the "emotional needs", "respects the demand" and "self-realization", and the psychological value. The satisfaction depends on the brand value behind the product.
If consumers want to use value, then they will choose to lower consumption; if consumers want to meet the "psychological value", then they will choose to increase consumption. A typical example is the “national retreat†of home appliances.
Twenty years ago, television had not yet been popularized. At that time, the Chinese people had "color TV" which was worth showing off. In that era, the neighborhood relations were very familiar and met with major festivals or popular repertoires. Everyone must gather in groups with "color TV" to watch collectively.
When the evening party ended, the owner of the house uttered a statement: "I went to my house to watch TV after dinner." At that time, it was an incomparable scene. Therefore, in that era, Japanese brands in the home appliance industry became popular, and brands such as Hitachi, Toshiba, Panasonic, and Sony became popular.
Twenty years later, when the product competition in the home appliance industry is basically over, the technical level is similar, and the product design is thunderous, at the same time, they are no longer luxury goods and show off products. Instead, they become essential products for every family. At this time, we found that the gap between foreign brands and domestic brands was basically eliminated. Domestically produced home appliances rely on low prices to gradually occupy the market.
Buying or buying a dual-polarized consumer mentality, a mixed consumer hierarchy, and a complex consumer price calculation guideline make it increasingly difficult for today's marketing. Under this circumstance, to carry out marketing planning for a product, it is first necessary to discern what kind of industry this is, whether to lower consumption or increase consumption.
Why do Chinese people say good when they drink XO? Because taste is not important, it is important to advertise lifestyle and social class through foreign wines.
Why does Louis Vuitton's leather bag sell for 10,000 yuan? Because one hundred yuan is paid for by consumers, it is the value of use of the goods for purchase, and 9,900 yuan is paid for others to buy symbols that show their status to others.
Why does the Ipad queue up for the "crazy" scene? Because it is not important to use, to use, and to use what these use values ​​are, the only important thing is ownership.
The needs of consumers' "emotional needs," "respected needs," and "self-fulfillment needs" are socialized requirements that are reflected through the reactions, interactions, words and deeds of others. Demand will “pay as much as you can†and it can be said that these inputs are “buy to othersâ€.
The conclusion of the market research prompted us to find an interesting finding. The five categories that consumers value the brand most are “watches, cars, wine, IT products and clothingâ€. The five categories that consumers value the most value for money are “canned food, snacks, and familyâ€. Cleaning supplies, paper products, housekeeping services".
Social-related products will focus on brands and need value associations that indicate the status, levels, tastes, and circles of consumers. Products related to self-use will only have excellent “use valueâ€.
“Lower consumptionâ€: Consumers buy “lower consumption†when they take advantage of it. Consumers will choose the lowest-priced products among similar, same-quality, and same-grade products. At this time, they have “minimize†mentality. They hope to be able to In the area of ​​products that they are familiar with, they become "expert" consumers, understand the attributes and values ​​of the products, and obtain goods at the lowest cost. The key to marketing the “low-consumption†category is to “make consumers cheapâ€.
One of the methods is "customary cognition": consumers look for low-priced products. When they find such products, they will build up cognitions, repeat purchases without thinking, and form loyalty.
This kind of loyalty may be to the brand of the product or to the brand of the retailer. This is the meaning of the “special price productâ€.
Wal-Mart is a supermarket famous for its low prices, but he is actually not all goods are cheap, most of the prices of goods are not low, but it guarantees that the price of the products on the “coloring list†is competitive, allowing consumers to think that it All products are cheap.
The second method is “changeful promotion methodsâ€: traditional promotion methods are direct price cuts, buy gifts, discounts, etc. These methods can make consumers feel “appropriateâ€, but due to their overuse and lack of attraction, Consumers need exciting promotions: free experiences, interactive games, raffle rebates, and more.
The third method is to "reduce the overall cost": integrated solutions, increase services, so that savvy consumers get more "affordable" at the same price, such as phone orders, door-to-door, free packaging and so on.
“Higher Consumptionâ€: When consumers buy is to meet “higher consumptionâ€, consumers care about the image value, cultural value, taste value, and consumer group attribute value of the product. They hope to become the owner and user of the product. To achieve self-worth. The key to marketing “higher consumption†categories is to “make consumers satisfiedâ€.
One of the ways is to "maintain style": maintain the style consistent with the character of the target consumer group. One of the representative brands is the luxury brand Hermes. Whether you are a business wizard or a star politician, you have to book and endure a waiting period of 3-6 months before you can get a limited edition product.
To maintain the style is to maintain the same price, atmosphere, and culture as the target consumer groups. The accuracy of brand positioning is not only a necessary condition for satisfying the sense of belonging of the target consumer groups, but also a precondition for driving consumers of other classes to “higher†consumption. .
The second method is to "make a good experience": This is a "30-second" world. If the consumer does not fall in love with you within 30 seconds, you will lose the opportunity. This is also true for the brand. Consumers are "acquisition by appearance". .
Taking the automobile as an example, although the choice process for consumers to purchase a car is very rational, the beverages, tints, fragrances, and the quality of service personnel of the 4s shop can instantly change the purchase decision by affecting the purchase pleasure.
The third method is “differences and innovationsâ€: For the category of high consumption, changing the weak differences in raw materials, packaging, and technology can update the product and increase the price. Any slight change can become a show off capital.
For example, Helena's face cream containing Tahitian royal pearls, Christmas limited edition Chanel pendants and special-colored beetle cars were all scrambled for purchase.
This is an era of low consumption. Consumers have never been so smart. This is also an era of high consumption. Consumers have never been so vain. This is a complicated marketing era, only the use value and psychological value of products are clearly identified. Place.
The formation of these two trends is not simply the result of social polarization, but the "double personality" of consumers. They prove their value by buying high-quality, displayable products in the high-end market. They try their best to buy high-quality products in the low-end market.
We saw women dressed in gorgeous white-collar workers who just came out of the Louis Vuitton store and got into cheap supermarkets;
We saw that the boss of the luxury business was driving a Mercedes, but they had to talk about it in order to reduce parking fees;
What's more, the housewife drove from the east of the city to the west of the city in order to make cabbage cheaper by 5 cents.
Why do consumers pursue high prices? Because they want to prove that "I am a savvy shopper" - I will choose the most noble life, and all this should be reflected in high-quality products, cutting-edge technology, stylish style and profound cultural connotation.
Why do consumers pursue low prices? Because they also want to prove that "I'm a savvy shopper" - shopping and consumption have become as indispensable skills as driving or using a computer, and buying a cost-effective product is a skill worth showing off. All this has an important premise, that is, the types of products purchased are quite mature, and the quality and function are not much different.
The collapse of the consumer stratum and the formation of new consumer values ​​In the past, in our traditional concept, low-income groups mainly buy low-priced products in discount stores, middle-income groups buy medium-priced products in traditional stores and boutiques, and the wealthy are accustomed to To shop in high-end stores, anyone who does not consume according to this rule will suffer cynicism.
Rich people always buy cheap goods, then he is a miser and miser; low-income people who buy high-end products are squandering or vanity.
Now, this "consumer class" has collapsed. Busily bosses often go to Taobao shopping, because the employees will not laugh at them, "there is no money, no culture"; just graduated white-collar workers often visit luxury stores, because it will allow them to quickly integrate into the corporate culture and upper circles; The middle class chooses cheaper beef and supermarket branded cleaners to achieve wealth accumulation, while choosing high-end real estate, elite education, and luxury clothing to achieve identity and wealth appreciation.
In the past, the formula for consumption was price = use value; now consumers are concerned with value, value = use value + psychological value. Use value causes consumers to lower consumption, and psychological value causes consumers to increase consumption.
The use value of PK psychological value The origin of consumers' "dual personality" lies in the different types of products that can satisfy consumers' needs. Maslow divides human needs into five levels. From low to high, they are physiological needs, security needs, emotional needs, respect for needs, and self-fulfillment needs.
"Usage value" is the part of the value that meets the physiological needs and part of the security needs. The satisfaction of the use value depends on the product itself; the "psychological value" is the value that meets the "emotional needs", "respects the demand" and "self-realization", and the psychological value. The satisfaction depends on the brand value behind the product.
If consumers want to use value, then they will choose to lower consumption; if consumers want to meet the "psychological value", then they will choose to increase consumption. A typical example is the “national retreat†of home appliances.
Twenty years ago, television had not yet been popularized. At that time, the Chinese people had "color TV" which was worth showing off. In that era, the neighborhood relations were very familiar and met with major festivals or popular repertoires. Everyone must gather in groups with "color TV" to watch collectively.
When the evening party ended, the owner of the house uttered a statement: "I went to my house to watch TV after dinner." At that time, it was an incomparable scene. Therefore, in that era, Japanese brands in the home appliance industry became popular, and brands such as Hitachi, Toshiba, Panasonic, and Sony became popular.
Twenty years later, when the product competition in the home appliance industry is basically over, the technical level is similar, and the product design is thunderous, at the same time, they are no longer luxury goods and show off products. Instead, they become essential products for every family. At this time, we found that the gap between foreign brands and domestic brands was basically eliminated. Domestically produced home appliances rely on low prices to gradually occupy the market.
Buying or buying a dual-polarized consumer mentality, a mixed consumer hierarchy, and a complex consumer price calculation guideline make it increasingly difficult for today's marketing. Under this circumstance, to carry out marketing planning for a product, it is first necessary to discern what kind of industry this is, whether to lower consumption or increase consumption.
Why do Chinese people say good when they drink XO? Because taste is not important, it is important to advertise lifestyle and social class through foreign wines.
Why does Louis Vuitton's leather bag sell for 10,000 yuan? Because one hundred yuan is paid for by consumers, it is the value of use of the goods for purchase, and 9,900 yuan is paid for others to buy symbols that show their status to others.
Why does the Ipad queue up for the "crazy" scene? Because it is not important to use, to use, and to use what these use values ​​are, the only important thing is ownership.
The needs of consumers' "emotional needs," "respected needs," and "self-fulfillment needs" are socialized requirements that are reflected through the reactions, interactions, words and deeds of others. Demand will “pay as much as you can†and it can be said that these inputs are “buy to othersâ€.
The conclusion of the market research prompted us to find an interesting finding. The five categories that consumers value the brand most are “watches, cars, wine, IT products and clothingâ€. The five categories that consumers value the most value for money are “canned food, snacks, and familyâ€. Cleaning supplies, paper products, housekeeping services".
Social-related products will focus on brands and need value associations that indicate the status, levels, tastes, and circles of consumers. Products related to self-use will only have excellent “use valueâ€.
“Lower consumptionâ€: Consumers buy “lower consumption†when they take advantage of it. Consumers will choose the lowest-priced products among similar, same-quality, and same-grade products. At this time, they have “minimize†mentality. They hope to be able to In the area of ​​products that they are familiar with, they become "expert" consumers, understand the attributes and values ​​of the products, and obtain goods at the lowest cost. The key to marketing the “low-consumption†category is to “make consumers cheapâ€.
One of the methods is "customary cognition": consumers look for low-priced products. When they find such products, they will build up cognitions, repeat purchases without thinking, and form loyalty.
This kind of loyalty may be to the brand of the product or to the brand of the retailer. This is the meaning of the “special price productâ€.
Wal-Mart is a supermarket famous for its low prices, but he is actually not all goods are cheap, most of the prices of goods are not low, but it guarantees that the price of the products on the “coloring list†is competitive, allowing consumers to think that it All products are cheap.
The second method is “changeful promotion methodsâ€: traditional promotion methods are direct price cuts, buy gifts, discounts, etc. These methods can make consumers feel “appropriateâ€, but due to their overuse and lack of attraction, Consumers need exciting promotions: free experiences, interactive games, raffle rebates, and more.
The third method is to "reduce the overall cost": integrated solutions, increase services, so that savvy consumers get more "affordable" at the same price, such as phone orders, door-to-door, free packaging and so on.
“Higher Consumptionâ€: When consumers buy is to meet “higher consumptionâ€, consumers care about the image value, cultural value, taste value, and consumer group attribute value of the product. They hope to become the owner and user of the product. To achieve self-worth. The key to marketing “higher consumption†categories is to “make consumers satisfiedâ€.
One of the ways is to "maintain style": maintain the style consistent with the character of the target consumer group. One of the representative brands is the luxury brand Hermes. Whether you are a business wizard or a star politician, you have to book and endure a waiting period of 3-6 months before you can get a limited edition product.
To maintain the style is to maintain the same price, atmosphere, and culture as the target consumer groups. The accuracy of brand positioning is not only a necessary condition for satisfying the sense of belonging of the target consumer groups, but also a precondition for driving consumers of other classes to “higher†consumption. .
The second method is to "make a good experience": This is a "30-second" world. If the consumer does not fall in love with you within 30 seconds, you will lose the opportunity. This is also true for the brand. Consumers are "acquisition by appearance". .
Taking the automobile as an example, although the choice process for consumers to purchase a car is very rational, the beverages, tints, fragrances, and the quality of service personnel of the 4s shop can instantly change the purchase decision by affecting the purchase pleasure.
The third method is “differences and innovationsâ€: For the category of high consumption, changing the weak differences in raw materials, packaging, and technology can update the product and increase the price. Any slight change can become a show off capital.
For example, Helena's face cream containing Tahitian royal pearls, Christmas limited edition Chanel pendants and special-colored beetle cars were all scrambled for purchase.
This is an era of low consumption. Consumers have never been so smart. This is also an era of high consumption. Consumers have never been so vain. This is a complicated marketing era, only the use value and psychological value of products are clearly identified. Place.
Polyurethane Vibrating Screen Mesh come in fully welded, partially welded and rectangular welded variations. The brightly coloured material is lightweight and smooth, which makes it much easier to handle when delivering, storing, installing or removing and possesses a longer wear life than higher tensile woven wire.
The polyurethane screens last over twice as long as traditional woven wire mesh. The performance is different from traditional wire, rubber and poly screens due to a combination of the poly/wire construction and the fully/partially weld features.
Along with a longer lifespan, Tufflex also makes less noise than its wire counterpart, with less sound emanating from clashing objects on the screen.
Tufflex produces less pegging and blinding, particularly amongst its range of partially welded screens, as the secondary vibration effects, along with the smooth finish of the poly, and the movement between wires can stop material from staying on the surface.
The aperture shapes are similar to woven wire, square or rectangular, and the construction varies with either fully or partially welded. The aperture range is 1.5mm to 45mm, with a wire rope diameter range from 1.5mm to 12mm, with custom-made rectangular slots as fine as 0.7mm wide.
Polyurethane Vibrating Screen Mesh
Vibrating Screen Mesh , Polyurethane Harp Screens , Polyurethane screen, Polyurethane Tufflex Screens, PU Screen Mesh
HUATAO LOVER WIRE MESH CO.,LTD. , https://www.huataowiremesh.com