When it comes to talking about it, you can first look at a case. We have tried it recently, and we have also made a material and a gift recently. This is a pillow, because we have to cooperate with the lipstick and lipstick product in the first quarter, so we have a lip-shaped pillow. This pillow is not a very valuable or valuable thing. When we really want to use it as a gift, we are thinking about how to enable consumers to better perceive the added value of this thing. Because we actually do gift marketing just to spend less money so that consumers can feel a more valuable sense of value. So we thought of a way to plan him. We found our boss, who took photos of her pillows together in many life scenes. We gave him a concept. Our boss is called Miss Xiaohong, so we called him Miss Xiaohong's Xiaohong pillow. We also took a lot of our own colleagues and took a lot of creative photos with this pillow. This is a change I just wanted to mention, which is called situationalization.
What is situationalization? When we bought something online, I really didn’t have this opportunity to experience it. So we especially need to create a sense of scene for consumers. In fact, this pillow can be used in what scenarios, including ourselves as merchants, and our boss is using this pillow in what scenarios. In what scenario does our colleague use this pillow? These scenarios are shown to consumers. I think it can make consumers feel emotionally resonant, and they feel that this pillow is not such an ordinary pillow. At least we are a businessman and we are full of enthusiasm for him. We took such a small pillow and took photos very happily. When consumers receive this pillow, their feelings for her may be different. I don't think it's just an ordinary pillow. Another thing I think has changed is the experience. I always think there are many people talking about experience.
Of course, different people have different understandings. I will talk about my own understanding. In fact, the so-called experience is how to establish good communication between us and consumers. I think there are different levels of communication, and perhaps the most superficial level is information communication. What is information communication? For example, when we sell a lipstick, it is better to talk about the lipstick product. As a product, this lipstick actually has a lot of information, its color, its moisturizing, its color rendering, whether the materials used are harmful, etc., are all information about this product. But in fact, when we communicate with consumers, we need to consider one question: how can he trust?
You can talk about this selling point very well, but consumers are individuals. When he wants to trust this information, the communication cost is actually quite high on the Internet. Because I think consumers receive too much information from merchants online. So we try our best to avoid information communication. I think as soon as we communicate information, he immediately feels that we will be prepared for selling things. So what should I do? We communicate with something else. It is communication experience, so the requirement for our copywriting is that we may have most of the copywriting. We do not necessarily tell a point of interest directly and let consumers recognize this selling point, but we can empathize with it, and we can think from the perspective of consumers and let them feel that they are using lipstick. What was the use scenario of this product? This scene may be that its direct interest is that its chromaticity is very high and its lips are indeed red after applying it, but I think for him, he has a demand for his heart. If we can dig out it, emotional demands, and talk about it in place. In fact, it is easier to resonate with consumers at this point, so we have this copy.
Speaking of lipstick to women is like cigarettes to men, people are willing to indulge in it, with a self-deprecating attachment and happiness. This is the copywriting we use when selling lipsticks. How to establish a communication link? What about the link to experience? For example, we use another method, which is called how to communicate with consumers. The experience of their use of products is actually when we develop products. We pay great attention to the development of our outer packaging. Our outer packaging design is like when selling our eyeshadows. In fact, each of our eyeshadow boxes will have some different design elements and then some different design concepts. However, the design of this box is actually not a very important information when consumers look at our pages or our descriptions.
It is hard for him to say that this thing is very well performed. So actually I think when we sell this eye shadow product online, the advantage of our packaging design is not enough to make use of, so in order to make use of this advantage. Change your thinking to do this. How to do it? We are actually just inspiring our consumers. Let’s post the eyeshadow they bought, the eye shadow box and the makeup they made after they painted their eyeshadow. We call it box packs. Perhaps other beauty businesses will also do this activity that encourages consumers to show off their makeup. But I think they do most of it. The idea everyone talks about is to put on makeup, the makeup effect after applying makeup. Then let other consumers see the makeup of the consumer who has put on makeup and then feel the product, and then develop the desire to buy. But we also want to highlight the design of this box. So let our consumer take pictures of the product packaging together when she finished filming the makeup effect she had done herself.
The results of this activity we did were very good. Many new consumers who have seen these photos and those who have not bought this eye shadow. The first thing they felt was that the box was beautiful. This method achieves the effect of passing on this box design as a selling point. I think this is also an experiential communication. Because I think when we show it ourselves, it is just a piece of information. It is just a point among several of our product selling points. But when he and our real consumers appear in the same scene at the same time, I think the effect is different. So I think this insight for consumers. Or whether we can empathize with it? That is to say, when we buy eyeliner and sell eyeliner, we know that as a functional product, its function is to make the eyes more energetic and highlight the spiritual outlook of a person. However, as a product with emotional appeals, he may have different appeals when drawing eyeliners. For example, some people want to draw their eyes very dark.
Some people also express their personality when buying this product. The needs of being in this social situation, etc. We all hope to fully tap into it when expressing it. Be able to empathize with her and then in the process of the rise of this individual society, you can find different people who have to yearn for and anxious for. I think we are describing product selling points. There are only two types, one is to create yearning. For example, it is called you worthy of possession. Or to solve an anxiety, such as drinking Wanglaoji when you are afraid of getting angry, etc. Therefore, if we can help the individual's career and sense of responsibility more, we may be able to achieve some empathy with individual consumers. From this, I think that we can establish a better communication and bond with them, which can greatly reduce the loss caused by our inability to directly apply makeup to him online. And then, there is innovation about experience. The next point I want to share with you is the past of this experience. We design some things from the perspective of the merchant.
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