Sinking marketing insight
brand marketing should be adapted to local conditions, do not copy a rigid one
, "cost-effective" brand may not be cost-effective
, many brands believe that the biggest problem in the sinking market is "price", as long as the price is pressed, the market will be occupied. However, many brands that focus on the cost-effective model have turned out to be far less than expected after entering the sinking market.
On the one hand, the standards of "cheap" in the sinking market are not the same as those in the first and second-tier cities, for example, the "cheap and good" brand Uniqlo in the eyes of the first- and second-tier cities has no advantage in its pricing, and it is even a little "expensive"; In the first and second-tier cities, 15 cups of "affordable milk tea" can never beat 4 yuan a cup of Honey Snow Bingcheng in the sinking market.
On the other hand, the crowd in the sinking market is relatively scattered, and many stores do not have such a large customer flow, and brands cannot reduce the price of goods through order volume. Many partners return to their hometowns from first- and second-tier cities, and when they visit supermarkets, they will find that the prices of snack brands such as Oreo and Lay's are often much more expensive than those of supermarket chains in first- and second-tier cities.
Brands should adapt measures to local conditions and study how to make brands more cost-effective in the sinking market, rather than simply and rudely copying the successful model of the first- and second-tier markets.
Second, I am more willing to consume for the sake of face
, as mentioned in the previous notes, users in the sinking market prefer to choose products of well-known brands, and like to follow the trend of consumption. Different from the first- and second-tier cities "don't want to hit the shirt", there is a mentality of "you have it and I have to have it, otherwise you will be compared to you" in the consumption of users in the sinking market.
For users in the sinking market, the brand is a symbol of "face and strength", and choosing a "big brand" is more face-saving than choosing an "unknown miscellaneous brand".
Especially in face-related consumption, users in the sinking market especially value the brand and are willing to pay for high prices, while users in the sinking market do not care about consumption that does not affect face. This also shows that many people drive BMW cars worth six or seven hundred thousand, but there are unknown tissues in the car; Willing to spend thousands of dollars to invite friends to dinner in a big hotel. But I went to PDD to buy a garbage bag for 5 yuan.
Third, the acquaintance economy dominates
thesinking market, which is a humane society, and the acquaintance economy occupies a large part. Compared with the "convenient and considerate service" in big cities, the service in the sinking market is reflected in the emotional value provided to customers.
For the same purchase of daily necessities, users in first- and second-tier cities will be more inclined to supermarket chains, because of the rich variety of choices, guaranteed, and many brands can also provide "home delivery" services, which is very convenient; In the sinking market, it is more inclined to the small supermarket at the door, because the boss is very familiar with you, and occasionally you can wipe a change, collect the express delivery, reserve the goods or something, and you can go to the other party to chat for a day when you are idle.
Compared with online word-of-mouth promotion, users in the sinking market are more concerned about "acquaintance word-of-mouth". The word-of-mouth on the Internet is "bursting", and it is not as easy as "my cousin's classmate's sister-in-law" to say that it is easy to use. In the sinking market, it is far more useful for brands to do "old and new" activities than to ask for so-called big V endorsements.
Fourth, the "private domain" of the sinking market
The sinking market has a more suitable environment for doing private domain, because people have a lot of free time, are more willing to pay attention to the news of the community and the circle of friends, and tend to "save money and trouble" choice.
In the same way, most of the users and drivers in first- and second-tier cities are "one-time transactions", and whether there can be a second or third time is completely "casual". In the sinking market, especially in remote rural areas, the driver will import the user into his personal number and group, which day and time from A to C, just in the group "shout" a voice, there are users in need to take the initiative to "get on the car", a trip can pull seven or eight people, very efficient. Even if people don't "get on the bus".
What goods the user has and where, as long as the driver can also give you a little bit of it, saving time and effort.
Different from the first- and second-tier cities, users in the sinking market have a higher degree of trust in "micro", which represents a professional "enterprise micro" in big cities, and is a "cold decoration" in the eyes of users in the sinking market, lacking human touch.
Fifth, compared with "segmentation", it is more suitable for mixing
Many times we emphasize that the brand should be "segmented", and the core competitiveness of the brand is highlighted through "segmentation", so as to win the audience, but this method is not suitable for the sinking market.
On the one hand, users in lower-tier markets may not have as much demand for a certain category as in first-tier cities, and segmentation will lead to fewer audiences; On the other hand, there are actually very few consumer entertainment choices in the sinking market, and the consumption and entertainment needs of users are not fully met.
For example, a brand store specializing in coffee is not as popular as a brand of coffee, milk tea, and fruit tea: a "buy and go" beverage store is not as popular as a beverage store that can provide seats for dine-in chatting. Providing a variety of products and services can enable brands to win more users in the sinking market.
Sixth, the store big = the brand has the strength
to sink the market in the eyes of the "big brand" and the first and second tier cities in the eyes of the "big brand" is often very different, in the eyes of the first and second tier users "old-fashioned, daddy" brand is very popular in the sinking market, while the so-called "international brand" is not pleasing.
This is because users in the sinking market pay more attention to the "grandeur enough" of offline physical stores than online marketing and advertising information. If the brand can open a magnificent store on the largest and hottest commercial street in the local area, it will make users think that the brand is very powerful, the product must be good, and it can be "reliable". Especially when the store can form a landmark, local residents can quickly form a sense of "you are the best in the local area".