Four Consumption Characteristics Affecting Brand Strategy

At present, China is a typical national conspicuous consumption. Shopping itself is no longer important. Shopping is important to let people know that they have the ability to spend and afford.

Face culture is a major feature of Chinese society, and also a hidden rule of Chinese human society.

At present, China is a typical national conspicuous consumption. Shopping itself is no longer important. Shopping is important to let people know that they have the ability to spend and afford.

This contrasts sharply with the pragmatic consumption view of the western world.

When an American scholar talked about the differences between Chinese and American face culture, he said, "it seems worthwhile for them to save face and give up their lives."

This is a joke, but it shows that the Chinese people's attention to face has gone too far.

Chinese face culture means that when carrying out brand system planning, the enterprises should try to highlight the dignity, richness and taste in brand identification so that consumers can get the corresponding vanity and dignity.

For example, in the premise of not affecting the aesthetics of high-end clothing brands, try to make the company LOGO bigger and better, so that others can see that they wear a set of top brand clothing; for example, Swiss watches, the more distinctive the style, the better, because people can see your brand at a glance, Rolex is not good-looking, but the style is very characteristic. People can see Rolex from a distance, so it is very popular with Chinese entrepreneurs.

The consumption of some expensive luxury cars can highlight the consumption characteristics of Chinese entrepreneurs.

Face culture also means that when the enterprise is planning the brand core value, the self-expression benefit can be more recognized by consumers, and the brand can also get a high premium.

2, the difference between perceptual thinking and rational thinking on brand strategy.

Perceptual consumption is greater than rational consumption. It is also a major feature of China. The Chinese people are typical conspicuous consumption. They are good at intuition, perception and perceptual thinking. They advocate the experience, feeling and insight of nature, society and life, and they are a kind of state of mind which can not be explained.

For example, our ancients recorded forty times the Comet Halley, but no one summed up its operation rules, and ultimately allowed the British Halley to get the right to discovery. We already had a similar view of blood circulation, but did not rise to theory. In the end, the British Harvey laid the theoretical foundation; we have Chinese medicine and acupuncture, but stay in the scope of experience or five elements.

Americans like to find the answers to "why" and are good at rational thinking. The basis of their rational thinking is the objective reality of measurable results. That is the American "view of facts", which is very different from the "sense of feeling" of the Chinese.

Therefore, brand temperament can sometimes determine the fate of the brand.

Consumers judge whether they agree with a brand through the brand quality of the packaging of enterprise products, VI system, posters, DM, newspapers and magazines, and so on.

Even China's current brand name enterprises can't rise rapidly by such strategic means. For example, for the health industry, if we use rational appeals in brand identification and put facts into practice, sometimes science is not necessarily successful. Starting from mystery, gaining consumers' emotional identity through mysterious and emotional appeals can sometimes win the market faster.

For the use of this strategy, Shi Yuzhu and other gurus are the masters.

3, the influence of irrational consumption characteristics of Chinese consumers' children on brand strategy

Chinese consumers' face culture and perceptual thinking are more than those of rational thinking. They also show the highest attitude towards their children's consumption attitude and bring the irrational consumption tendency to the extreme.

"No bitterness for children" is a common phrase of Chinese parents.

Fundamentally speaking, this characteristic of Chinese consumers is the result of thousands of years of social and cultural development. In addition, the miserable life of five and 60s of last century is also an important reason for the contemporary parents' special care for their children.

In the current global consumer market, we see that the consumption craze of Chinese consumers' children has led to the continuous growth of the entire luxury industry.

Shopping streets in France and Japan and South Korea are no exaggeration that they have become typical Chinese streets.

What is the impact of Chinese consumers' irrational consumption on children's brand building and brand planning?

First of all, when refining the core value of the brand, if the emotional interest demands from the perspective of parents caring for their children, it will be easier to communicate with the target customers deeply, so that they can win the market faster than their competitors.

Second, there is a great chance to build a brand of medium and high grade products, and it is easier to get a high premium.

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4, the impact of China's "post-80s" consumer characteristics on brand strategy

Born in the 80s of the last century, the younger generation, aged between 18 and 29, is known as the "post-80s generation". The total number is close to 300 million. They will become the backbone of China's consumer market in the next few years or even twenty years.

The post-1980s generation accepted the baptism of market economy, globalization and the Internet process to their consumption concept, showing a completely different characteristic from their parents, which has more and more influence on the consumption structure of the society.

They show the following characteristics of consumption:

(1) pursue a personalized lifestyle.

Since 1980s, the typical family core has formed an independent and self character personality. It is not satisfied with standardization and patterning. It has independent ways of thinking and values. It pursues individuality and is different from others.

They advertised "I like it" advocated by China Mobile, advocating their own style, like personalized, unique products.

The Internet has become an indispensable part of Post-80's life.

QQ and MSN are daily communication methods. Looking at the data from Taobao, we know that online shopping is becoming the main shopping mode.

(2) having a strong sense of brand consumption.

Influenced by the consumption culture of modern media such as video and Internet, "post-80s" have a strong desire to enjoy life.

Such as Internet, games, outdoor activities, parties, fitness, etc., they are easily attracted by luxury consumer goods. Brand awareness is very strong. Computers, MP3, digital cameras and other electronic digital products become necessities, and daily entertainment consumption and tourism consumption increase.

Quite a few of them pay attention to ostentation, compete with each other, eat delicious food, wear famous brand and play high quality.

Apple products sold out in China prove this very well.

(3) the concept of advanced consumption.

Unlike their parents' hardworking and frugal consumption concepts, the "post-80s generation" has an advanced consumption consciousness. They spend money without restraint, how much they earn and how much they spend. They rarely consider saving for the future. They dare to spend tomorrow's money to make their dreams come true today.

On the one hand, their economic source comes from the silent dedication of their parents. Many "post-80s" even rely on their parents to take their parents' money for shopping, entertainment and enjoyment even if they are on the job. On the other hand, they are derived from their own income and overdraft of bank credit cards.

Such a

(1) the development space of brand strategy is very broad.

Because the "80's" want to get double enjoyment of material and spirit, the function and emotional needs of the product are very large. When undertaking brand strategic planning, the enterprise will get broader core value development space. No matter from the difference of the product itself or from the emotion of the consumers, it is easier to find out the core value that can not only impress the target customers but also compete with the competitors. Therefore, the brand strategy of the enterprise has broader development space.

(2) emotional and self propagating brand core values have become mainstream.

Due to the pursuit of self character and diversity, the Post-80's hope to acquire an aesthetic experience, a sense of happiness, and a sense of self-cultivation, self-identity, life taste and social status.

(3) create a mid-range brand with the concept of luxury goods.

The "post-80s" brand has a strong sense of brand consumption, but the ability to pay is limited. This contradiction makes them overdraft the current consumption level on the one hand, showing a certain sense of advanced consumption. On the other hand, many consumer desires have not yet been satisfied due to the limitation of their ability to pay.

Therefore, for enterprises, the concept of luxury can be used to create a mid-range brand. There are two meanings. One is to create a middle and high-end brand image through the combination of products, services, personnel and images, so that consumers can have a high price expectation. The two is to make use of the middle price of the actual price so that consumers can improve their brand satisfaction by anticipating and perceiving the difference.

(4) combination of temperament recognition and user identification.

Temperament recognition and user identification are important recognizers that can quickly produce consumers' initial brand impressions and emotional interaction with brands. Enterprises can be accepted by consumers who are "pursuing after 80's" and flaunt "I like" by rational planning of temperament recognition and user identification.

For example, you can use brand spokesperson to identify users.