In modern business society, technological explosion has become a thing of the past, technology application has basically come to an end, business models have gradually encountered bottlenecks, and the final competition has become a competition for marketing, a competition for fraud and brainwashing ability.
Service experience is the bridgehead for commercial competition
The crazy development of the Internet and e-commerce has subverted almost all of our business impressions.
Don’t you fear the smell of wine? It turns out that the good selling is not necessarily the one with the good product.
Good quality and low price? It turns out that things costing hundreds of dollars can be sold for thousands of dollars, and people are rushing to buy them.
It turns out that integrity is not important, and brainless fans are the king. Just make consumers happy.
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But there is actually nothing to be confused about. Consumers have never changed, they are just the consumption environment.
Chinese people are getting richer, and the quantity and quality of consumer demand are also rising. Just as we are not satisfied with the big white steamed buns with Lao Gan Ma, we will also require Beijing roast duck with color, fragrance and flavor, McDonald's, which has a clean and comfortable dining environment, and Starbucks with a romantic atmosphere.
This process is consumption upgrade.
As consumption upgrades, consumers will become more and more pursuing and pursue spiritual satisfaction more and more. So it’s not that consumers have changed, but that consumers can have higher requirements.
How to grasp the hearts of consumers?
We all know that using good service experience to meet consumers' increasingly picky emotional satisfaction and spiritual needs is a promising consumption trend in the future, but what is a good service experience?
Unlike the clear standards of the product, the service experience is very contrary to the will and is very personal. It is never news that one person loves you so much. Spiritual consumption has never been a standard product. So in the end, it depends on who can fool you. If you fool you, you can create a hot product with a 70-point sentiment + 30-point product.
Make consumer spiritual needs as a product. You can give whatever consumers want, and that's all.
What do consumers need?
Let me give you a few simple examples.
How can Kuaishou, which was already called to beat up almost demonized, be ranked among the top three in China's daily active users? Because of loneliness. China has basically solved the problem of eating, but has not had time to provide enough spiritual food. Empty and purposelessness are true portrayals of the spiritual world of countless Chinese people. Kuaishou may be low, maybe boring, but it fills the spiritual world of countless Chinese people and makes countless Chinese people less bored.
Humans are social animals, and almost every human gene is engraved. As a very young industry, most of the e-commerce people engaged in it fight alone, and many couples even support their own e-commerce career. With the success of your career, in the industry with relatively few communications, the loneliness that accompanies you also plagues every e-commerce person. I am an ordinary person with no money and power. I can make Lao Gao Crown Club more than 600 members with annual sales of over 30 million (of which more than 300 have annual sales of over 100 million). It is not because I am so powerful, but because e-commerce people have this demand. E-commerce people need friends, and e-commerce people need communication.
Why is Weibo almost embedded in the lives of hundreds of millions of Chinese people? Because everyone is gossipy, everyone likes to watch interesting things to relax, everyone wants to know what is going on in this world, and everyone needs to pass the time by browsing Weibo. This is a necessity.
After saying so much, it is actually not that complicated to capture the hearts of consumers, just two words: "Touched". Arouse the deepest emotional resonance in the hearts of consumers and you will win.
Service experience is a well-known opportunity for good products.
As consumption upgrades, consumers' spiritual demands are getting bigger and bigger, so that service experience kicks off product quality has become a more important factor affecting shopping choices. To put it bluntly, the same Apple used to cost 50 cents, but now it adds the concepts of love and youth to give you a beautiful shopping experience and sell for 50 yuan.
Why is this a huge opportunity for a good product?
First, consumption upgrades have just begun, and the service experience is predictable and will be full of monsters. Third-rate products, second-rate services, and first-rate marketing are the norm. The result is that disappointed consumers return to the embrace of good products. Why is marketing a popular word "craftsman spirit" for the queen? First, the high-end concept of "craftsman" is needed to contribute to the service experience and become a variant of "false"; second, it is a mess of being cheated by various sheep selling dog meat, and consumers are looking forward to good products carefully created by craftsmen.
Second, there is a huge gap between the rich and the poor in China, and there will always be pragmatists. Everyone likes luxury goods, but not everyone will spend a month or even several months of salary just for a piece of clothing or a bag. Still have to live. Uniqlo is a very classic example. Through fashionable and stylish stores and very purchasing power, Uniqlo, a civilian brand that is a little higher than street stall goods, provides products that are affordable and cheap, while also taking into account consumers' consumer self-esteem. How could it not be popular?
My usual view is that products are always the most important, and marketing can add icing on the cake and must not be interfered with.
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