New opportunities for brand marketing under the three trends of consumption upgrading.

Three major consumption trends of the times: consumption upgrading, consumption demotion and consumption grading. Everyone thinks this is a conflict when it goes up and down, so how do you view this conflict? Under the trend of consumption upgrading and demotion, people often ignore the problem of consumption grading. How should brands respond to the three major changes in consumption level? 1. consumption upgrade-in an affluent society, consumption will inevitably upgrade. After advocating perceptual consumption to meet the needs of basic products, people pay more and more attention to perceptual consumption, such as pursuing spiritual consumption, leisure consumption, tourism consumption, lifestyle consumption, cultural consumption, entertainment consumption and knowledge consumption, which is a hot spot in the future consumption growth. How does the brand respond? A data survey shows that the brands that consumers pursue and yearn for are not only excellent product quality, but also brands that are consistent with their attitude towards life. If the life attitude advocated by this brand is consistent with its own life attitude, it will have a preference for this brand, not just buying a product, so this brand should have a sense of humanity and justice. In addition, with the increasing self-confidence of China's traditional culture, it is also important to create a sense of brand culture. Therefore, behind the perceptual consumption, the way the brand responds is to surpass the product. From product to brand, there are two differences: first, does the brand have a premium? Second, whether the brand has iron powder, brand iron powder means that even if there is negative news, there are still a group of loyal fans who are willing to follow. Therefore, it is not enough to talk about the rational value of products to build product brands. It is the product rather than the brand that only pursues the differentiated income or cost performance of the product. _ Brand Play 1 Go beyond products, give the brand a socialized perspective and create positive energy for the brand. For example, brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand. -Brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-brand-this is not only to sell a pack of washing powder, but also to give the brand a socialized perspective to build a brand's positive energy. When doing this communication activity at that time, the sales volume increased by 300% in the same period. _ Brand Play 2 goes beyond products, gives brand culture perspective and creates brand culture sense. Excavate the outstanding elements of China traditional culture and create a sense of brand culture. Because of the rich culture and premium, the brand of Seven Wolves we serve is reinterpreted with the popular elements of minority wolf totem, which has achieved good sales. There is also the IP cooperation between Nongfu Spring and the Forbidden City, which gives the brand a sense of culture. _ Brand Play 3 goes beyond products, gives brand lifestyle perspective and builds lifestyle brand. Behind perceptual consumption is that consumers not only buy your products, but also buy a lifestyle, and build this lifestyle brand from the perspective of lifestyle, which is what consumers pursue. How to tap perceptual consumption insight? It is narrow to study only why products are bought and how to buy them. Do market research with "brand thinking", not just "product thinking". Focus on the following four aspects: the first is the emotional demand point, the second is the lifestyle characteristics, the third is the influence of the whole social values on consumer consumption behavior, and the fourth is the cultural phenomenon. Generally speaking, in a rich society, consumption is bound to escalate. Its essence is not only to buy better products, but also to enhance brand belief and loyalty. Second, consumption degradation-mature society, consumption degradation, advocating rational consumption society develops to a certain mature stage, consumption degradation will definitely decline. Because of a mature society, people are more and more rational and their consumption is more and more shrewd. In the era of mobile Internet, the world is flatter, consumers are well-informed and more mature and rational than before. From simple conspicuous consumption to rational consumption in the past, consumers are increasingly fond of buying niche brands and going to Logo brands, which is a manifestation of rational consumption that returns to self. In the past, the market was polarized, either high-end or low-end. Under the rational consumption, the secondary high-end market began to prevail. On the one hand, people pursue the quality of life, on the other hand, they pursue a certain face. We found that many regional liquor brands have made great efforts in the sub-high-end market and achieved good sales performance. For example, if you drink less white wine on credit, you will drink better, so you won't buy low-end wine or Maotai, because it is too expensive, so the secondary high-end market is actually a big market. Behind the active downgrade of consumption is an upgrade of a mature consumption concept. In the elite market, after the material desire, the elites pursue a sense of restraint, self-discipline and appropriate satisfaction, rather than a simple sense of showing off. Minimization does not mean that the quality of life is reduced, but that after we abandon material desires, we embrace a purer self. Light life is popular in the world. Light life is to return to yourself and simplify your life. Therefore, consumption downgrade is a mature consumption concept of consumers and an active consumption downgrade behavior. It is not the decline of consumption behavior that represents the real purchasing power of individuals. In addition, in the mass market, with the economic slowdown, consumers' consumption is conservative, but consumption is not blind price reduction, but value for money, and consumers do not want to be regarded as gullible. In view of the smart consumption of consumers, brands should pay attention to "sincerity", don't put on airs, show the real side to consumers and narrow the distance with consumers. Therefore, mature consumption is the active degradation of consumption, not the decline of personal purchasing power, but the upgrading of consumption concept. For rational consumption, we should pay attention to two points in market insight. First, the focus of consumption premium is how to pass the brand premium to consumers. The second is to tap the values behind rational consumption, so as to win the praise of consumers. Third, consumption classification-fragmented society, consumption classification, personalized consumption Everyone can feel the diversity of values in a fragmented society, and the diversity of values leads everyone to advocate personalized consumption. Internet has changed our way of life, and society has been divided into groups with different preferences and lifestyles, so I think this is a new market opportunity-"small", and "small" is the new "big". In China1300 million population, as long as there are 1%, that is,130 thousand people, if their values, behaviors and lifestyles are similar, they are "big groups" under the consumption classification. For example, there are about 50 million vegetarians in China, which is also a big market. For example, "cute people", "otaku" and anime fans have gradually pushed "cute culture" into the mainstream of society, and now it is the era of "cute economy". For example, the parents after 90 have reached the age of health care, which has affected the children's concept. After 90, I began to take care of my body by eating, drinking, sleeping and exercising. There are also light sports lovers, home-schooled children in China, retired people, people who like to stay at home, people who don't get enough sleep, young people who like to knit by hand and so on. When we spread Kashi yogurt, we divided yogurt into different life scenes and expanded the sales capacity of high-end yogurt market with different values. Therefore, in a fragmented society, the essence of consumption classification is the diversification of people's values and lifestyles, and the convenient tools of the Internet allow everyone to get together better. Do consumption classification, there is no marketing without segmentation. Therefore, whether the brand has really achieved accurate crowd segmentation and gained a deep insight into subculture values under accurate crowd segmentation is the breakthrough point for the brand to gain a new marketing opportunities. Finally, according to Taoism, if you want to ask whether it is consumption upgrading, consumption downgrading or consumption grading, then the answer I give is consumption upgrading. Because behind the active consumption downgrade and personalized consumption grading, it actually represents the consumption upgrade of the whole society. So we should deeply understand what is the real meaning behind these three consumer-level changes? Then think about how your brand will react.