What are the marketing strategies of face culture?

The basic characteristics of 10 face consumption:

1. It involves a wide and natural mass market.

2. Limited by income, insensitive to price. Small money, big face.

3. Buyers and users are separated, emphasizing "seeing" rather than "using".

4. Group gifts involve financial legitimacy (such as reimbursable invoices), not price.

5. The center of consumption value is face and relationship.

6. Pay close attention to packaging and cultural connotation.

7. Highly related to festivals or work goals.

8. Status determines the priority, and different order relationships form different gift consumption priorities.

9. The concept and behavior of the doctrine of the mean is easy to form a trend of consumer behavior that follows the trend.

10. Lasting and long-term interaction, coming without being indecent.

Marketing strategy of face culture

Strategy 1: Open the gift market

Linking products with gifts has created sales peaks of some products.

Strategy 2: Highlight dignity or status with personalized gifts.

Signature gift; Customized special gift

Strategy 3: strive for more sales and profits with gift packaging.

Ordinary consumer goods are specially made into gift packages, turning goods into gifts, such as wine, candy, health care products and so on. The single special packaging should be changed to meet the needs of the gift market segment, and the gift box should be better. If the quantity, size, feeling and shape are different, psychological pricing is more profitable than cost pricing. Because the psychological value of the product is greater than the practical value, it has won considerable space for the pricing of the product, and there is more space for advertising fees, promotion fees and channels. Comprehensive gift packaging, such as related gift bundling.

Strategy 4: Develop the big gift market.

Compared with the United States and other countries, China's gift market is small in scale, with small sales volume and few types and styles of gifts, while China's face consumption is huge, so gift manufacturers and gift companies have great room for development. In order to develop business customer relations, there is a great demand for public relations gifts or business gifts, from sending calendars to sending fashion, watches, various cards, mobile phones, and even laptops and business cars; Various promotional SP gifts, event marketing gifts; Group purchase by institutional units;

Strategy 5: Advertising focuses on festivals.

For many years, the international brand "Blue Pot Cookies" only advertised on big festivals (Christmas, New Year's Day, Spring Festival and Mid-Autumn Festival), and the advertisement of "Melatonin" in China mainly focused on festivals.

Strategy 6: The gift market is the focus of counterfeiting.

Because consumers and users are highly separated in face consumption, buyers pay more attention to decency than quality, so fake brands and fakes are easy to survive and flood, and consumers lose the channels for supervision and complaints. Because of this, the fake and shoddy gift market should be listed as the focus of government market supervision.