How to activate the psychological fatigue of doors and windows consumers

If it is said that holiday consumption was a new thing a few years ago, today's holiday consumption has already become saturated. The “Golden 9 Silver 10” promotion war was vigorously interpreted. The current holiday consumption has a strong passive and homogenization. With the rationality of consumers' minds and consumer behaviors, consumers feel fatigued on the senses, and for doors and windows businesses. In terms of how to make festival marketing rejuvenate and vitality?

On the one hand, the original niche of random consumer behavior has become the rigid consumer behavior; on the other hand, the marginal benefits of marketing are diminishing after the energy consumption of the festival consumer market is rapidly released. At the same time, issues such as food safety are frequent, and consumer confidence in businesses has added to the holiday spending. Therefore, the person in charge of the market at Chi Chi Wood believes that for merchants, how to reactivate the consumer psychology of fatigue under the rigid demand of consumers is a problem that they must seriously face.

Change the psychological state of the weak marketing strategy

In order to stimulate the active psychology of consumers. Manufacturers should pre-emptive marketing functions, that is, from the design of the festival product, packaging style, price range, associated products, sales methods, etc. Invited consumers throughout the process. Consumer participation can be flexible and diverse, such as microblogging soliciting product ideas , Through "spike" to detonate the upsurge of product sales, in the forum to carry out product pre-sale review collection, title flash and other activities. The preposition of the marketing function can stimulate the enthusiasm of consumers to participate, weaken the passive consumption and congruent status of festival consumption, strengthen the active awareness of consumers in festival consumption, and reduce or even eliminate the “aesthetic fatigue” and “consumption fatigue” in festival consumption.

Why is the consumer experience weak?

The need to be "bred" has birth defects. Holiday consumption is different from daily consumption. It is a rigid demand led and nurtured by various market forces driven by profits. The two major features of holiday consumption are the requirement that the demand is passive, and the second is that this demand is usually met in a large-scale, homogenous manner.

For consumers, consumers' holiday consumption has a certain degree of herd mentality and lack of personalization. The above two points are congenitally flawed holiday consumption, which has created obstacles for the further development of this market.

The prevalence of online consumption has also increased the “fatigue” of holiday consumption. As for the survival status of group buying websites, regardless of whether or not their low prices actually make consumers feel the benefits. Just as profit-making is the nature of businesses, consumers' behavior of “doing more with less” is also an instinct. For this reason, as long as there is an opportunity, consumers will fully exert their bargaining power. Group purchase, online shopping, and wet marketing are emerging consumer styles in the Internet era and have been popularized by the mass consumer groups.

Internet marketing not only changes the marketing platform and traditional consumption methods, but also has a far-reaching impact on consumers' consumption psychology. Active consumption and personalized consumption are hot and hot, and the feedback method of the affinity school represented by “pro” is even more exciting. Consumer awareness. The contrast between convenience and randomness of online consumption and the modelling of traditional shopping malls, congested environment, and difficulty in securing service attitudes have caused the consumer's on-site consumer experience experience to be greatly reduced.

Meet the individual needs of consumers

The festival market has the characteristics of passiveness and conformity. Under such a background, in order to occupy the sales initiative in a holiday market that has matured and the market capacity has been excessively released, it is necessary to cater to individual consumer demand and establish a niche based on this. The market opens consumer psychological defenses, thereby expanding the boundaries of holiday consumption.

When determining a niche market, businesses can consider different groups of people. They can be divided into traditional old age, middle age, and children; they can also be divided into different dimensions of consumer preferences. For example, businesses can develop networks for online consumer groups. Sales strategy, designing new and personalized holiday products, integrating marketing modes such as group purchase, booking, self-service combination, and off-site delivery, promote the sales of holiday consumer goods and related products.

Quality and Integrity: Constructing Psychological Channels without Time Nodes

Quality and integrity are issues that the entire society is facing and cannot be solved overnight. Good product quality and reputation are the basic guarantees for consumers to feel at ease and happy to consume. Although faced with a huge holiday market, temporary shortsightedness and opportunisticism can bring huge profits, but once consumers trust in the psychological defeat, the entire industry All will suffer devastating blows and have far-reaching effects. The domestic milk powder industry is an example. In short, quality and integrity are the foundations for the sustainable consumption of festivals and are the only psychological channels that can directly reach consumers' desire for consumption. To ensure the smoothness of this channel, the festival consumer market can be prosperous.