Harvard Business School's Donnassar once said:

When the external environment changes dramatically, the successful model of the past may become the obstacle of today.

At present, the consumption upgrade is no longer the upgrading of product functions and service levels, more importantly, the upgrading of consumers' lifestyle and life attitude, people need to find their own sense of existence and circle.

To do this, companies need to create accurate portraits of consumers and understand their desires, emotions and behavioral trajectories. At the same time, we must understand a truth, consumers do not like the hard topic of sole Lele as the enterprise, they need to be highly involved in the equal communication of free interaction. As a result, only products and projects have been difficult to obtain market dividends, can not save the enterprise is suffering, only insight and cognition is productivity!

Many leaders are confused about the future, have no correct ideas, no long-term planning, no marketing strategy in place, and are also confused about product positioning, concept appeals, and implementation in place. They lack their own characteristics in project selection, capital investment, business mode, management system, personnel reserve, service means, etc., and they follow the trend of others and lack differentiation and humanized value orientation. To know, if a good product wants to become a good market, it must effectively combine five elements such as product, price, channel, content and interaction on the basis of functional quality, so that customers can perceive accurate positioning, and grasp the appropriate degree in communication. The most core communication principle is to find a balance between customer value and customer satisfaction.

In fact, the more the demand for high-end products, the more to manage the relationship with each other, the more to pay attention to consumer culture and value attributes, the focus should be placed on the interaction between the added value of the product and the consumer's concept of life, to understand the trend and strengthen the experience of product fashion taste, even if the experience marketing should be customized or limited edition.

This is because, in the hot Internet era, the basic principles of SME operation have changed:

1. The focus of business is shifting from "things" to "people."

2. The driving force of business is shifting from "traffic" to "relationships."

3. Business metrics are shifting from "value" to "values."

They say you can't find a new way out with an old map. From the perspective of consumer psychology, the main factors that determine people's consumption behavior are not only how much money they have in their hands, but more importantly, the consumption (value) concept, self-experience, lifestyle and social and cultural background in their minds. Therefore, there are only two ways out of the future of the enterprise: either excellent! Or you're out! In an era of temperature and emotion, if an enterprise wants to live well, the key is to live well. Today's consumers buy goods basically from the original functional consumption -- brand consumption -- experiential consumption -- participatory consumption such a value chain, they pay more attention to sensory experience, interactive experience, browsing experience, emotional experience, trust experience than ever before. Among them, experience marketing, as the most important marketing method, has the following three characteristics:

1. Active participation of consumers is required

The active participation of consumers is a significant feature of experience marketing that is different from commodity marketing and service marketing. Without the active participation of consumers, experience is difficult to produce, and the level of consumer participation directly affects the output of experience. For example, in a picking experience, an active picker will always have a richer experience, while an absent-minded participant will have less experience.

2. Focus on consumer experience needs

In modern society, people are no longer satisfied with simply buying products, but pay more attention to the satisfaction generated in the process of buying products. Therefore, when enterprises improve the use value of the product itself, they should carry out various communication activities to enhance the experience needs of customers, so that customers can be satisfied both materially and spiritually. Experiential marketing requires enterprises to stand in the position of consumers and provide products and services that can meet different experience demands.

3. Emphasize that consumers are a combination of rationality and sensibility

The traditional marketing regards the consumer as the rational purchasing decision maker, regards the consumer's decision as the process of solving a problem, analyzes, evaluates and finally decides to buy in a very rational way; Experiential marketing, on the other hand, believes that consumers are controlled by emotion and reason at the same time in the decision-making process, and consumers are equally likely to make purchase decisions due to reason and emotion.

Many people have asked me, why some foreign luxury brands can achieve a hundred years of classic and enduring? And they are more and more in the long river of years with the passage of time is the interpretation of the thick sense of historical accumulation, as if telling the transition of life, whether it is in the vicissitudes of life or pain with the soul and emotion to experience the sour, sweet and bitter life. Even when the financial crisis hit, their sparkling brands did not fade.

Yes, what is it that makes them so noble and elegant that they are still sought after by fans all over the world today?

In my opinion, as the world's top luxury brands, in addition to the spiritual soul inspiration and social inspiration of their product images, they often have the following characteristics, such as culture, story, emotion, specifically, rich and profound cultural heritage, emotion deeply rooted in people's hearts, but in addition, The brand concept and multiple value attributes around them often have a legendary story, either the ups and downs of the protagonist's entrepreneurial experience, or the joys and sorrows of the gorgeous family.

In short, from the beginning of the creation of luxury goods combined with the changes of The Times and social development at that time to show its brand expansion process, during this period of enmity, grievances, ups and downs can completely write a family's struggle history, entrepreneurial history.

Nowadays, China's consumer market is developing from imitative wave mode to multi-grade, personalized and diversified. This reflects the second upgrade of consumption after China entered the middle-income stage, and also indicates that the differentiation of social classes has led to the refinement of the consumer market, so that it has formed multiple demands for the supply structure.

According to the 2016 McKinsey China Consumer Research Report, the increasingly sophisticated Chinese consumer is now accelerating the modernization process. Gone is the primary phase of no-choice, what-you-get consumption, which is gradually upgrading to high-end products and placing an increasing emphasis on balanced, healthy and family-centered lifestyles.

According to data provided by international credit card companies, the growth of high-end service industries is the trend of the future.

This shows that with the transformation and upgrading of consumption, the consumption market has entered from survival consumption to development consumption. In fact, the transition from subsistence consumption to developmental consumption, and from durable consumer goods to service consumer goods in developmental consumption, is an inevitable process.

In this regard, we can summarize this wave of consumption into four aspects: full, convenient, special, new, that is, a full range of needs, time and labor saving fast service needs, different or even unique personalized satisfaction and the pursuit of change, the pursuit of fashion, can get a new sense of excitement.

Lancome, for example, not only regards creation as the driving force of enterprise development, constantly develops new products, constantly innovates the ability of marketing links, but also uses different models for different markets.

Lancome breaks through the traditional VI system of the cosmetics industry, which is dominated by elegant and steady colors, and boldly launches a bright, fashionable, passionate and alternative color system for the target customer group. At the same time, Lancome implemented a service marketing system in which it excelled. Professional training and business guidance, resulting in the improvement of agent performance and loyalty.