What consumers buy is not the product, but emotional identification

　　A proud cat, Wuhuang, has opened a themed exhibition in Chaoyang Joy City, Beijing. During the exhibition, it attracted tens of thousands of people to watch every day; our childhood memories, Mickey Minnie, appeared in a popular business district in Shanghai with Mobike; super brands such as Coca-Cola, KFC and McDonald's, are working hard to cooperate with niche opinion leaders to enhance their sense of youth...

　　These changes are telling us the fact that products are no longer the only factor that attracts consumers. Brands are trying to establish a closer consumption relationship with consumers through emotional identification, cultural connotation behind the products, and a certain lifestyle and social tags represented by the purchase.

　　1. Consumers prefer emotional identification

　　It is an undeniable fact that traditional consumption models are increasingly unable to arouse consumers' interest.

　　On the one hand, with the acceleration of globalization and the popularization of standardization, the difference in quality and service of goods is getting smaller and smaller. Although everyone is calling for consumption upgrades , it is rare to see good products that have truly revolutionary breakthroughs. The normal situation in the market is that similar products are desperately trying to win over dazzled consumers.

　　On the other hand, with the advent of the mobile Internet era, the information explosion has caused consumers to be overwhelmed by the torrent of information. Just as consumers face thousands of products after opening Taobao, they are worried about who to buy, and faced with a variety of advertising.

　　Finally, the diversified group characteristics and personalized consumer needs of the post-90s who are gradually showing their strength in the consumer market are becoming more and more impatient with the same products and services. Correspondingly, "interesting and fun" appears more and more frequently in consumer surveys. A brand that is good at playing, has a personality, and is more and more present. From products as king to channels as king to today's consumer-centered, emotional identity is becoming an important factor affecting consumers' purchasing tendencies.

　　1. More recognizable

　　From the perspective of communication paths, emotions are often faster and more accurate than products, which directly affects consumers' minds and creates a unique image in consumers' minds. Especially in today's era of overproduction and overinformation. It is difficult for consumers to distinguish the same products, but products with emotional aura can stand out.

　　The simplest example is an internet celebrity. As the market continues to mature, simple photos and cuteness are no longer competent in the job of Internet celebrities. Internet celebrities must have a keen aesthetic, and the ability to judge a certain industry is only the basis, and they must also have strong personal charm to become opinion leaders in social and life circles to create their own unique recognition. A necessary economic role is made between manufacturers, designers, sellers, consumers and servicers.

　　2. More consumer stickiness

　　Simple product purchases only have a relationship of interest, but with emotions, they can stimulate the emotional side of consumers and promote impulsive consumption. In the era of consumer sovereignty, traditional marketing is ineffective and after consumers' functional needs are met, emotions can be close to, touch the hearts of consumers, reflect the personality of consumers, and give distinct social labels a new marketing method that can enhance consumer stickiness and influence consumers' shopping choices.

　　The most obvious example in this aspect is celebrities and fans. Angelababy broadcast a live broadcast and sold 20,000 Maybelline lipsticks in 2 hours. Yang Yang endorsed a product, which can trigger crazy purchases from fans. Many times, fans buy not only the product itself, but also because of trust in celebrities and the certain lifestyle represented by celebrity recommendations. "If I buy this product, I may become a kind of person." This is the mentality of some fans.

　　3. There is a more competitive threshold

　　Unlike functional products that are easily replaced, emotional products will be extremely exclusive once they occupy the minds of consumers, and similar products are difficult to enter consumers' shopping options. Just like when a person becomes a loyal fan of Apple, no matter how outstanding the rising stars like Huawei and Samsung are, it is difficult to impress Apple controllers. They will consciously and spontaneously make excuses for their consumption choices.

　　2. New retail is still playing emotional cards

　　China's consumer market has entered a new round of upgrades, with per capita disposable income increasing year by year, and the consumption model has transformed from survival to enjoyment and development. In today's information explosion and brand surplus, we need stories or scripts more than ever to seize the minds of users and create emotional identification.

　　It is precisely because emotional identity has become an important weight in the fierce competition for goods that many retail formats have begun to add more experience and service elements to their own models, trying to add a non-standard coat to standardized and homogeneous products. This is actually the origin of new retail: using new technical means to reshape the relationship between goods and people, realize the precise connection between goods and people, and the deep connection between merchants and consumers.

　　Now the increasingly popular IP image authorization, theme commercial space, product brand stories, etc. have won the continuous recognition of consumers because of the emotions and culture behind it. If you just sell goods, it will only get worse and worse. If one day you start selling culture, people will be willing to continue working with you.

　　In the future, when consumers choose consumption scenarios, they no longer have cheapness as their core demand, but tend to provide consumption scenarios that can provide emotional catharsis and emotional links.

　　Just like Disney, which is popular all over the world, naturally forms an emotional link with tourists with a series of deep-rooted film and television images. Many times, Disney no longer assumes the function of an amusement park, but a place to realize tourists' dreams and make tourists happy.

　　Are consumers buying Disney products at this time? There are many amusement parks in China that have the same amusement facilities, and they are even cheaper and have shorter queues. Is it better just to add Disney elements?

　　Yes, it is precisely because of the addition of the popular film and television images such as Mickey Mouse, Donald Duck, Snow White, and Captain Pirate, that Disneyland has a different taste.

　　New retail reconstructs people and goods yards and enters the era of precision business. The Internet has evolved into a street full of consumer atmosphere and voices. The scene forms interaction with the content, and interaction forms emotions, and consumers pay for the emotions. In the era of Internet intelligence, people who can play will become the most competitive talents, and brands that can bring fans to play will become the most valuable brands. You must learn to redefine your products and consumers from the perspective of entertainment and use the direction of entertainment...

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