How to make the emotional value of products in the new consumption field？

Wen | Xiao Meng in the consumer sector

guide reading

Maybe you don’t realize that when you buy a product, emotional value often dominates your choice.

POP MART put the same doll in a blind box, and the price nearly doubled, but countless consumers still paid for it. The sense of game, excitement and unknown in the process of unpacking the blind box allows you to place an order decisively.

And in the addiction with gambling, let you establish a deep link with the IP of the blind box.

In the above, you have already felt the value of emotional mobilization. Let’s talk about emotions first.

Li Jiaqi, Viya and other head anchors are all good at emotional mobilization. When Li Jiaqi shouted out "Pig Girl" and "Lady Sister", it was a moment when countless girls were willing to cut their hands. As soon as Viya’s voice "Link on 1, 2 and 3" fell, consumers who rushed to the front had already snapped up all the products.

Emotion has greatly influenced our decision-making in many cases. The value of all the "Yeqing Hui" and "commemorative money" exceeds itself, and the "nostalgia" emotion contained in it is the reason for consumers to pay the bill. Combining their own experiences with products has given birth to the consumption behavior of emotional value.

Apart from the basic functional value, the value of a product is emotional value, so the issues of product appreciation and depreciation are not discussed here. Functional value to the ceiling, need to have a technical level far beyond peers, which most consumer goods can’t do. Therefore, it is the best choice to work hard on emotional value and extend the life cycle of products.

For example, Xiaomi’s cost performance, Li Ning’s national pride, and Tesla’s innovative geek are all cases that make people’s emotional value to the extreme. People carry emotions, and brands are containers for creating emotional value, so that this emotion can be passed on to everyone, so that products are not just products.

The difference between the so-called shanzhai and genuine products lies in the "brand". Many people don’t care so much about the "price", but care more about the experience of buying products. As a carrier of emotions, people can’t erase the experience of the world. The emotions generated by the experience are the content that merchants are constantly studying. Knowing the Z generation can only harvest the Z generation, or it is extreme. When you want to sell the comb to monks, you must first understand the monks’ psychology.

Supply chain dividends, social e-commerce, making products in today’s consumption scene, emotional value is an unavoidable topic. Profitability depends on brand premium, and products need emotional value to enable consumers to form purchase and repurchase, so how to make emotional value of products?

In order to do a good job in emotional value of consumer goods, we must first be able to subvert the original thinking. Making instant coffee for three and a half meals subverts the thinking of Nestle and Maxwell. In the past, instant coffee ranked at the bottom of the coffee contempt chain, so manufacturers naturally stuffed it into plastic packaging, and everything seemed less particular.

Pay attention to it in three and a half meals. It is precisely because of "paying attention" that it surpassed Nestle in the double eleven and three and a half meals in 2019 and became the first in the global sales of Tmall coffee brands. This good performance is made by virtue of the emotional value of the products.

Three and a half meals of coffee also means opening a blind box. Among the six basic flavors, there is a "0" hidden coffee. Perhaps the taste of the "0" hidden coffee is not as good as imagined, but the feeling of drawing a hidden coffee is the same as the expectation before unpacking the courier, and the joy of winning the lottery is the same.

In the past, this kind of gameplay was limited to offline handmade cafes. Now this form has been moved to the field of instant coffee. Migratory micro-innovation often brings subversive changes. The verified offline model is changed again, and consumers still pay the bill.

The "stress" of three and a half meals not only comes from making surprises, but also from product design. The face value of three and a half meals makes it collectible, with different colors, different tastes and small and pocket-sized shapes, which makes the experience of drinking instant coffee quickly upgrade to Starbucks-like style. Taking photos while drinking coffee in Starbucks takes advantage of the emotional value that its scene value brings people satisfaction.

After drinking three and a half meals, the emotional value comes from the empty cups left behind after drinking, which are like ticket stubs for recording a movie. These beautiful cups are worth taking photos and making friends, because the high value of three and a half meals makes them have the attributes of online celebrity. Taking photos and punching in is like getting close to the fashionable lifestyle, which shows your own taste and style.

At the same time, Sandun and a half also actively responded to environmental awareness, and launched the "Return Plan" twice, calling on users to send the used cups to the designated recycling point, so that they can exchange them for new coffee or small gifts. The significance of this activity lies in the idea of "Return". When "Recovery" becomes "Return", there is a sense that Cui Hua becomes Lisa.

Three and a half meals said: our empty cups are scattered all over the planet. You take them back, just like a fleet cruising in space returning.

In the process of users participating in activities, both the sense of participation and the sense of value have been achieved.

The beauty collection shop speaks plum, which is to make emotional value from the perspective of immersive scenes. There are many beauty shops, and the decoration of Huamei’s stores is a unique industrial style. As long as you have been there once, you will always remember it.

At present, there are only eight stores in the country, and the single store valuation has reached 1 billion. The unique sample sales experience and the immersive consumption experience of punching cards in online celebrity have attracted a steady stream of young people. Its attraction to young people is its growth, which means that it may become a more fashionable way of buying.

As soon as Huamei’s store entered, there was a ring-shaped counter, and the countertop was divided into small compartments with the same area. The samples of major brands were placed in different categories for sale, which was very suitable for taking photos and punching cards. At the same time, the decoration style dominated by black, white and gray, with primary color brick walls and cement spiral stairs, was in line with the theme of industrial style.

On the second floor of Huamei, there are five small rooms with different styles, such as travel skin care, perfume fragrance, minority brand, art exhibition and makeup area, which allow girls to explore, record and feel in the world of beauty. The resulting consumption is brought about by emotional value.

Huamei also has an innovation that subverts the original idea. Its display is different from other beauty shops, and it is more like a live version of Haitao experience. A large number of cosmetics are on the shelves, or piled up like mountains, or neatly arranged, and there is a sense of satisfaction. And it can let consumers experience a series of processes such as product sorting and delivery, new retail logistics chain and so on.

Idol has become a kind of product, and the production of idol has a mature industrial chain. In a sense, idol has been separated from the words "entertainment circle" and "music circle" and directly linked to "entertainment circle", because "idol" itself means that the product is not a work, but an idol.

The operation of mass production of idols is no stranger in the Korean entertainment circle. SM and JYP have mastered the link of idol production, and the wave of draft in China after 2015 is to imitate the star-making industry in South Korea and hand over the decision of "idol" finished products to the audience.

The idols voted by the audience have "personal designs" that meet their standards. With idols as the carrier, they provide the audience with the personality they agree with and yearn for. Ccalling for Aidou has become a way for fans to link with idols. The shining point of idols gives fans reasons to support them, all kinds.Hit listBrush tickets emerge in an endless stream.

Why is the idol industry the most typical emotional value industry? Because fans are willing to spend money for idols, this kind of consumption behavior has brought the emotional value of idol products to the highest level, and at the same time, it has boosted the sales volume of products and the sound volume of brands.

The emotional value of idols is like an information diffuser for brands.

The epidemic situation has more or less affected the major offline consumer goods stores. In order to cope with the changes caused by the epidemic situation, we have been focusing on offline famous and excellent products to bring goods online, and adjusted the types of single product sales, and learned from Pinduoduo’s strategy to accelerate the sinking of famous and excellent products and accelerate the speed of joining and opening stores in third-and fourth-tier cities.

In order to make the famous and excellent products enter the new generation faster, the famous and excellent products that have always said that they will not invite celebrities to endorse have favored YiBo and Zifeng Zhang as spokespersons. Idol celebrity endorsement is like a button linking famous and excellent products with consumers. Idol is its platform, which expands the dissemination of information and enlarges the original strategic adjustment results.

After inviting spokespersons and accelerating online development, the online growth of famous and excellent products exceeded 300%.

If we have a clear definition of the idol’s personality, we can find products that are in line with the idol’s personality. Endorsement is a two-way pulling process. Idol industry gains income, consumer goods brands grow, and idols spread the information that enterprises want to convey.

Taking idols as products, the biggest risk lies in "instability". The birth of virtual idols is to solve the losses caused by the instability of idols to the industry, but the charm of idols also comes from the versatility of people’s personality, and the stickiness of virtual idols in terms of resilience is not enough to replace the real idols themselves.

Compared with the idol industry, it will be easier for consumer goods to do emotional value. The popular concept of empowerment in recent years is to make products stand out in homogenization, get the reasons for being selected by consumers, and get the product premium.

The IP of products makes them tell stories, which is essentially the personification of products and makes them have emotional value.

This logic of emotional value is not only derived from consumer goods to idol products, but also wildly quoted by various Internet manufacturers.

As personification can please consumers, emotional value has become the first choice of crisis public relations. For example, during the epidemic, nailing became a tool for online classes, and therefore suffered the fear of being dominated by primary school students. Thousands of primary school students joined forces to give nailing a star.

It’s no good to be hard on the front, so I decided to take a step back and send DIY pictures in Weibo to let go. All the software of Ali family jointly highlighted the design of the wronged baby, and then I decided to upload all kinds of funny videos in bilibili to beg for mercy, so that the angry netizens could have fun together and put a nail on the horse instead.

As well as the Oolong incident in which Tencent was accused of defaulting on Laoganma’s advertising fee, it was originally very embarrassing, but Tencent turned its head and took the lead in self-mockery, and its attitude of recognizing cowardice was timely and correct, thus resolving the public opinion crisis.

The importance of emotional value is self-evident. In all walks of life, emotional value can make consumers have high feelings and higher loyalty. For consumer goods, it can make the product life cycle longer.

The same is true for Alipay to plant trees and feed chickens. When business is covered by emotions, products have more temperature and we are more willing to choose.

References:

[1] Beyond Nestle and Starbucks, what is the magic of three and a half meals of online celebrity coffee? Marketing front page

[2] titanium media to explore the beauty shop Harmay in online celebrity. Why should a single store be valued at 1 billion yuan? Titanium media