From price marketing to content marketing, look at the future Chinese market 3

　　Next, let’s look at the brand loyalty at the demand level. According to Malus's demand theory, the more you go down, the more you need the basic requirements for life, and the more you go up, the more you need the brand's awareness and self-realization. This can also be reflected in the economy and price system. The higher it goes, it means that the richer its economy and the higher the price of goods will be. The more you go to the grassroots, it is a necessity for daily life and the cheaper the price will be. In other words, it is like going from brand awareness to brand identity, and then to brand worship. Let's give a simple example. Will we care about which brand when we buy tissues? If you are a practical person, today there are "free shipping for 9.9 yuan" and "free shipping for 10.9 yuan", you will definitely choose the former because it is cheaper.

　　So the further down, the lower his recognition of the brand is, the more obvious the price competition will be, and the profits of the merchants present will be sacrificed. The higher you go, the better your content is, the higher your sense of identity with the brand, and the more obvious consumers' loyalty to the brand will be. For example, if I am a supporter of Uniqlo, I wouldn't choose Zalora because I like to wear clothes that can match food. For example, if you ask someone who uses LV to buy bags from other brands, she may not want to.

　　This is marketing , not sales. Therefore, life experience is a way of marketing. As long as we observe how people think in life, we can learn to do marketing, which will increase consumers' interest, adhesion and admiration for our brands and stores. This is the long-term approach.

　　Then there is the key points of brand marketing: the process of communicating the value of consumers with products and services, which then evolves into consumer behaviors and precipitation of consumption. Our consumers have many: men, women, 15 to 45 years old... How to distinguish them? We can use several dimensions of "gender", "age", "purchase ability", "purchase level" and other data to distinguish. After distinguishing, we can know that there are several types of consumers in Class A and Class B. We need to use different methods to market differently , rather than to notify them in one marketing method, unless you sell essential products such as tissues, mineral water, etc. If we are working in fashion, clothing, footwear, and bag industries, we should pay more attention to this theory.

　　Let’s look at how to strengthen the strength of connection with consumers. There are basically three ways, and we cannot take one of them, but we must use them all. They are still a cycle, from the functions, services and quality of the product, to the connection of emotions, to the added value, and then back to strengthening the basic functions and services of the product. Let's give an example. Apple did these three things with different videos, but it became invisible, so we don’t know. How to meet its service quality? Only good quality and service can support your connection with consumers in terms of emotions and value. Simply put, if this is a bad product today, will I still have feelings for you? Is there any added value? No. So the first step is very necessary. Let’s take a look at how Apple does this video, and promote it based on basic functions.

　　This is the "improvement of camera functions" it strengthened when launching a new phone, which is the main feature of Apple 5. It can be photographed at all levels, and can be photographed at the city, including snow scenes, nighttime, dynamic photography, static distance recipes, sports, flash, panoramic photography, and aquarium. It is very simple and can be used by even children. It tells you that life is part of marketing, highlighting its powerful functions with 30-second videos. How did Apple 5 do emotional videos? Christmas is a very important festival in European and American countries, and all brands will revolve around this theme.

　　The family wants to have a party during the Chinese New Year. The teenagers are in a rebellious period and do not contact their family. Many European, American and Chinese teenagers are like this. When a family is happy, the teenagers will never participate. However, he played a video at the family gathering, and he used Apple 5 to shoot the love for his family. He won't say it, but he used Apple 5 to tell his family: I love you. Finally, let’s look at how it adds value. This is very important and the highest level, and few brands can do it. Let’s take a look at this case. This is a cross-border cooperation between Apple and Burberry. The entire Burberry release was filmed with Apple 5. Why doesn’t Burberry look for Huawei, Xiaomi, and HTC, but Apple? Because it has done the first two well and taken into consideration both quality and emotional aspects, its brand height has been improved, so it is qualified to cooperate with Burberry. This is a strong alliance. If you make a brand today and sell it on "Juhuasuan", would you be happy if your product is sold for 599 yuan and a brand product worth 99 yuan next to it? No. If your annual salary is 4 million, would you want to marry someone with an annual salary of 40,000? No, because you live in different worlds. So this is the importance of brand value creation, and Apple has done it.

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