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73025 2009 年 11 月 30 日 10:57 Reading (loading. ..) Comments (0) Category: Personal Diary
LOHAS marketing Art of War
What
than consumer attitudes change, more stoked revolution? In this wave represents the future of the LOHAS consumer trends before, once you kick Ta, waiting for your fall will be irreparable.
in 2009 Imported Auto Expo in Beijing, the Mercedes-Benz passenger cars in the booth, such as weaving. However, those who attract the attention of consumers is not the traditional sedan, but a price is more expensive than many domestic cars Mercedes-Benz bicycles. The price is 52,800 yuan of the folding bike, equipped with adjustable front and rear independent suspension, and the powerful disc brakes. More importantly, it can be folded into the size of the tire, and then easily into the car trunk.
Mercedes-Benz is clearly take aim
a new consumer trend. If you look carefully, it is not difficult to find there have been around this group of people: their desire to stay away from the city, love the crowds feel natural; they like low-key plain cotton products, do not wear the bright lights of brand-name clothes; they refused to disposable chopsticks, not the supermarket plastic (11015, -575.00,
new new balance shoes, -4.96%) bags; strong environmental responsibility, so that they would rather ride or a walk and never drove more than ... ...
this growing and growing population with strong consumption equivalent, known as LOHAS. LOHAS generation, is that people went through the pursuit of pleasure, luxury after the return of human nature, it occupies the vast middle class, in which proportion. LOHAS care about sick of the Earth, of course, worried about their illness, they are the same for decades the collapse of the world the pursuit of pleasure, luxury, fashion, consumer outlook.
According to statistics, 1 out of every 4 people are LOHAS, Europe accounted for about one-third, or even social scientists predicted 10 years LOHAS consumer groups will account for about half of the United States. The same concept of LOHAS are quietly rising in China, more and more people are beginning to join the elite group of live music. A network survey, 80 in China group, 30.9% of people think he is a happy family life, while 77.2% said they want to be a LOHAS.
the LOHAS has grown, certainly gave birth to a new market, they will also strongly shook the values of the existing order of the business community. In the U.S., today there are nearly 100 magazines specifically for the Broadwood family, and live according to the World Music Conference statistics, if you live with the music-related products added together, can easily be as high as 450 billion U.S. dollars converging to a staggering market is huge. Then, the face of this overwhelming wealth allocated torrent has already been done for you?
so-called moral sense of the brand
American Apparel (hereinafter AA) 2003 年 had just opened in Los Angeles its first shop, at first glance, AA's clothing, but are some simple cotton T-shirts, singlets and underwear, addition of has almost no other special features. However, the basic models that sell this clothing company, currently has stores open in 35 countries all over the world, surpassed sales of the largest U.S. clothing brand GAP.
in the United States,
devil angel - Qzone日志, 96% of clothing imports in the country, can achieve such success, have to say that the victory behind the AA, in fact, the concept of a consumer victory. AA's popular because it accurately identify the needs of today's consumers, out of a simple environmentally friendly way.
AA positioning their products as low-cost green products, and therefore evaluated by the U.S. major media brands as one of the most moral. Of course, AA is not the only green clothing or stay in the literal concept of speculation, but in clothing production and marketing of various links, the perfect live music shows doctrine.
First of all, AA is taking the non-brand strategy, that AA is not the company's clothes are all trademarks. Same time, it also appears to materials and packaging is simple and rich texture: 100% cotton, color, bright color. Fashion experts pointed out, AA's T-shirts for those who do not like to see that what brand, while consumers like the simple low-key clothes. Because the clothing does not have any fancy decorations, hand, back to nature feel more useful to make these clothes. Also because of simple design, American Apparel can focus on the basic fabric products, no longer bother pondering those Such as the AA's most popular single product - Black or white organic cotton T-shirt, so far has sold 30 million worldwide.
GAP and other clothing than
large amount of money to hire big-name celebrity endorsements, AA firmly stuck to their line of natural simplicity: the model is the amateur, and most of them from the AA to find the company or to the average consumer in the street, the location is often AA office space in the front lawn. The age models are generally 20 to 30 years old, looks like your neighbor or their friends and classmates.
in the AA's website, updated almost every day a large number of snapshots, these snapshots of the background is not Nicaragua, Great Falls, is somewhere in tropical rain forests in Latin America, as long as you put clothes on you think AA could reflect where the forces of nature, photos, once hired, immediately offer of remuneration will be $ 200!
, of course, AA's success not only successful LOHAS world cases, with rage in the rise of global consumer attitudes, and Broadwood related products are increasingly made efforts on the major business areas. Such as the recent surge in China BYD attention in the current high international oil prices, could be the first to introduce a dual-mode plug-in rechargeable electric cars F3DM, a mileage charge of up to 100 km, and therefore is defined as the change in direction of the world's automotive vehicle of hope.
The same concept is also
Broadwood wanton spread of electronic products, such as the Great Wall A60 put themselves as a live music notebook. It is based on LOHAS to the natural characteristics of the line like the donkey, in the product weight, and functional spare water seismic effort, known as ALICE to create a harsh environment to adapt to a variety of electronic equipment field.
LOHAS
those who label
compared to those obsessed with the trend of the city BOBO family, LOHAS values is a unique consumer groups gathered together, from the number of people in terms of spending power, and I do not know how many times stronger than the BOBO family. The LOHAS consumer who is the most obvious characteristics of the characteristics of EPS, which also provide a clear market segment crowd.
then LOHAS body core, the most significant features of the consumer, what does?
features one, respect for the natural concept of consumption. LOHAS choice of high quality in the clothing and light brands, focus on eating green natural, they like to bike travel, can not be redeemed for green products is full of passion ... ...
features two highly rational consumption habits. They would not be advertising-intensive sea and air bombing to surrender, it will not because of strong sales staff recommendation be tempted, like marketing, like melatonin miracle inevitably sink like a stone in them.
features three strong consumer participation. LOHAS love nature, life, nature, so that they not only have time to embrace the impulse of nature, also has a high consumption of participation. With the rise of LOHAS consumers, they also make a DIY jewelry and ornaments, home decoration and even in person, they are more willing to fully understand the product information,
new balance 574, distinguish between true and false functions and experience the product reliability.
features four, consumption equivalent amazing. Do not think LOHAS is the Stingy stingy ghost, most of them substantial wealth, health and environmental protection for LOHAS products, even if your point will be willing to buy.
increasingly difficult in today's market, more and more homogeneous intersection case, the LOHAS consumer characteristics of those who doubt such a stimulant, and in some enterprises still do not know why the matter Broadwood time, quietly pulling the rise of several major industry. For example: the development of new energy and energy saving products using sustainable industries; to green natural and organic products industry represented a healthy life; to ecological environment-friendly office supplies, environmental protection, household appliances, eco-tourism, eco-represented Living; in Chinese medicine as the representative of the new medical industry; to education and training, yoga, spiritual, physical products to meet the spiritual needs of the personal development industry, ... ...
LOHAS
stripped thick body armor
an emerging market in front of you can take it? As covered in a thick armor that LOHAS before the guise of many marketing tools are no longer so useful. Their advertising, promotion has generated reject, thus attempting to move through the way of selling them out loud, the little chance of success.
Well, according to LOHAS spending habits, what kind of marketing can be fully capture the wealth class it? First of all, live music is the most critical product marketing. LOHAS respect for the natural health, environmental way of life, respected the ecological concept of Heaven, they not only feel and attitude of the environment and common wing damage, also firmly in the actual consumption abide by its commitments. Therefore,
new balance outlet, low-power high-tech electronic products,
new balance mens, cotton and flax casual wear, saving fuel-efficient household appliances can be LOHAS favor.
Second, live music should be experiential marketing. When consumers are moving more and not for the advertising, the business must take the initiative to bat. Whether it is McDonald's trying to create a happy atmosphere, or jeweler couple kissing on Valentine's Day contest vigorously, advocating LOHAS experience, knowledge of the characteristics of a positive decision that only less blatant advertising, not engage in profit-oriented promotions, They can slowly disintegrate the hard-nosed,
Must be happy - Qzone log, no stroke win a trick.
Third, LOHAS marketing must reflect the emotional communication. People have feelings of animals, live music to be played the emotional card marketing. Toilet paper can be said is worthless pollutants, but also can be printed on the comic book is full of a few meters Petty Bourgeoisie Crystal Love. In short, if your product can stimulate the emotional resonance of LOHAS,
new balance shoes, then you are half the battle.
What
than a change in consumer attitudes, better lead the market revolution?
perhaps, still at the forefront of industry your company, your product is still a good trend,
Hypnosis - Qzone log, but need to be reminded that in this call represent the future of the LOHAS consumer trends before, once you kick Ta, then wait for your worried will irreparable fall.
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