Marketing: Lifestyle Selling

Whether it is tangible product marketing or intangible product marketing, its essence is marketing a lifestyle. The marketing of products or services is just a representation of lifestyle. Brand marketing is the upgrading of products or services, the essence of marketing and comparison. High realm is the sale of lifestyle.

First, what is the lifestyle

Lifestyle is a very broad concept that is the sum of human material lifestyle and spiritual lifestyle. The so-called material life includes the clothing, food, shelter, and travel of human beings, while the spiritual life includes the sum of a series of values ​​such as morality, aesthetics, and diet. Therefore, consumer values ​​determine the lifestyle they choose, and of course this is based on the material capabilities of consumers. Consumers not only buy products in order to obtain the material function of the product, but also play a leading role in the realization of a value. The so-called lifestyle refers to the individualized demand of consumers for life under the combined effects of various concepts such as life concept, life attitude, living habits, and consumption culture. It is the sum of various products and services that they need. It is also the sum of the material life and spiritual life that it needs, but it can reflect the characteristics of its individual or group life. Although different consumers have different lifestyles, social groups with similar values ​​tend to have similar lifestyles.

Second, why do you want to sell lifestyle?

From the perspective of consumer behavior and psychology, the consumer psychology that advocates spiritual life, demonstrates self-personality, and pursues personal value is becoming more and more obvious. Everyone has their own personalized lifestyle, and lifestyle is also a dream of life. Just because you want to build your own lifestyle and dream about your own life, consumers need to accept a variety of products or services. Therefore, no matter what type of products and services are provided by enterprises, they must think about things and do things from the perspective of consumers, truly understand the needs of consumers, understand the price tolerance of consumers, and create convenient consumption channels for consumption. In-depth and thorough communication with consumers; creating and providing one or several lifestyles for consumers, or creating one or several life dreams for consumers, and trying to make consumers accept. Consumers need to make comprehensive judgments before making a consumer decision about a product or service, especially those products or services that are highly complex and have a high total price. A rational and mature lifestyle must have several characteristics: First, this lifestyle should be safe and healthy. Safety includes quality and safety, consumer safety and service safety. Health includes physical health and mental health. Second, this lifestyle It is necessary to reflect the personality, concept and spirit of consumers; the third is that this way of life reflects the identity and status of consumers; the fourth is whether this way of life can satisfy the functional needs of consumers for products or services; Lifestyle can be achieved by consumers under existing conditions or after hard work.

From the perspective of the marketing environment, the current market environment has passed the era of “consumers please pay attention”, but to the era of “pay attention to consumers”, the homogenization competition makes many Enterprise products sell too much, too scattered, although many selling points are different from competitors' products or services, there is no lack of differentiation and new ideas, but it is difficult to trigger the market's reaction because it is difficult to touch the "neural" of consumers, selling fewer points It’s not moving, it’s not enough to sell, and it’s not easy to say clearly. Consumers don’t have the patience to watch or listen, and it’s hard to produce effective memories. It’s hard to impress consumers with a single selling point. It is a comprehensive selling point that reflects the value of a product or service.

Third, how to sell lifestyle

The first is the correct guidance. Lifestyle sales need to be promoted and guided. For example, Haier provides one-stop services and comprehensive solutions for home consumers. From white goods to black appliances and small appliances, from kitchen to living room, from bedroom to bathroom, Haier can provide matching. Product demand, providing comprehensive solutions; such as Buick Boulevard in the process of print advertising, next to the Buick Boulevard, a successful man wearing Adidas holds the golf club, suggesting to the target consumers that this is the winner The lifestyle, through correct guidance, accurately matches the beliefs and values ​​of consumers, and caters to the lifestyle of the target consumers in the current state.

The second is to establish associations and associations. By preoccupating the consumer's mental resources and letting consumers see the brand, they will associate with a certain lifestyle, such as Pepsi-Cola becomes a younger generation choice; for example, the Illinois Fashion Museum is mainly engaged in home products, and its consumer groups Mainly for the middle class, the boss of this company believes that her store is not only selling products and services, but also selling a lifestyle, that is, a tasteful, fashionable, practical, and affordable lifestyle. The new shopping experience and lifestyle are dedicated to consumers; and as a peer, IKEA sells another way of life, a lifestyle that is simple and stylish. For example, Chery QQ provides personalized car life for young and fashionable cool people, and has achieved rapid development; such as Kappa, positioning as fashion, sports, sexy and taste, so that sports are also fashionable; such as Bentley, the lifestyle of selling is right The supreme respect and care of man.

The third is a perceptual propaganda. The selling of lifestyle is not the rational appeal of hard indicators, but the sensibility of the declaration. It can even take the emotional marketing route. It is mainly based on osmotic marketing. It is more likely to touch the more sensitive "neural" of consumers and let the dreams consume. Make purchasing decisions and realize your dreams. Because consumers agree with a product or service, they are often first recognized by ideas, culture, and ideology, and then they are recognized in specific details. If she loves her, please ask her to eat Haagen-Dazs; Jindi chocolate, only for the more loved ones; for example, Hyundai City SOHO does not bother to sell the lot to the consumer, traffic, configuration, floor area ratio, green rate, appreciation space, property Management and other hard indicators, but aim at the target customer group to advocate the "home office" lifestyle.

The fourth is cross-border marketing. By breaking the traditional marketing mindset and avoiding individual operations, we seek non-industry partners to leverage the synergies of different categories of brands. For example, Skyworth TV teamed up with Vantage in 2007 to guide the consumption trend in the rural market; for example, Kappa and Citroé¾™n jointly launched the Kappa version of the C2 special car, leading the new trend of modified cars; such as cooperation between online games and beverages, etc. The development of the industry, jointly advocate lifestyle and guide the trend.

In short, the marketing of a company needs to evolve the company's products or brands into a symbol of a certain lifestyle or even a recognition of identity and status, thereby achieving the goal of attracting consumers and establishing a stable consumer group. On the one hand, we should create a concept that consumers can accept in the era of product homogenization. On the other hand, we should attract consumers' attention and resonance in the concept mining to guide and influence the living conditions and habits of the target consumer groups. Selling lifestyles.

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