The marketing environment is experiencing "two changes"

The continuous upgrading of the Internet can enable people, people and products, people, and information to achieve "instant" and "continuity". At present, the marketing environment has undergone tremendous changes in consumer and brand value. In the context of the new marketing environment, marketing and promotion and sales have put forward higher challenges and requirements for branding enterprises. In order to guide, make new marketing strategies and measures that meet the requirements of the times.

01

Change of consumer

The 50th "Statistical Report of the Development of China's Internet Networks" released by the China Internet Information Center shows that as of June 2022, the scale of netizens in my country was 1.051 billion, and the Internet penetration rate reached 74.4%. The proportion of netizens using mobile phones to access the Internet is 99.6%. The number of users in short videos increased the most obvious, reaching 962 million, accounting for 91.5%of the overall netizens.

Before the rise of the mobile Internet, the main battlefield of brand marketing is mainly around traditional media such as paper media and television media. The brand occupies the main position in marketing and promotion. Delivery content of brand marketing. Under the seller's market is the market where consumers are dominated by rigid demand, that is, they mainly pay attention to elements such as products and prices.

However, with the rapid development of the mobile Internet, people have begun to receive, accept and search for people and things they are interested in, and consumer motivation has also been excited in search. Consumers gradually occupy a more important position in brand marketing promotion, that is, in the buyer's market, consumers have absolute options for brand products. They search and do not search, follow and do not pay attention to their purchase decisions. Under the buyer's market, it is the market where consumers' elastic demand is dominated. They have begun to pay more attention to the brand's tone, quality, service and other elements.

Consumers have changed, and consumers' consumption habits and preferences have also changed. In the consumer market field, consumers' attention and attention have been changed from a single price in the past to the brand's tone, quality, and service. This is the most prominent characteristic feature of consumers in the retail market, which provides more references for the new marketing ideas of the gold jewelry brand.

Although gold jewelery is a special product with significant material attributes, the added value of design, culture, emotion, and services outside the material value has become more and more prominent in the past two years. Especially as the "post -90s" and "post -00s" gradually become an important force for market consumption, they have paid more and more attention to the tone, quality and service of gold jewelry products. New demands are forcing the manufacturing end and brands to provide higher -matching products and services. Of course, the supply side has also taken the initiative to cater to market demand in recent years, and has made many innovative changes, such as the ancient legal gold jewelry and 5G gold.

The seller's market turns to the buyer's market. Structural changes have occurred in consumer demand, and consumers become the first core of the commercial market. In -depth insight into the needs of consumers will be the primary homework of the future marketing of gold jewelry brand enterprises.

It is worth noting that the brand marketing and media department of P & G Greater China, He Yabin, vice president of consumer insights, has made such a view: 95%of people decide to be emotional, only 5%are rational, most brands are of the most brands. Buying is the emotional decision made by consumers in a short time. Grasp these 95%of the sensibility, reach and impress consumers, is the best way to occupy consumers' mental space.

02

Change of brand value

Non -use value is becoming the core constituent element of brand value, leading consumption. Gold jewelry is no exception.

In the era of narrow brand, under the "use value" orientation, people pay more attention to the functional selling points of the product, including the price, function and characteristics of the product. In the pan -brand era, driven by "non -use value", people pay more attention to brand viewpoints and value identity. In other words, values, self -actualization, emotions and aesthetics have become the main inner motivation for consumers to buy drivers at the moment.

In the final analysis, changes in consumer consumption concepts and demand have affected the changes in brand value -oriented. Based on this, if the gold jewelry brand wants to better reach consumers and causes consumers to resonate, it must be refined and shaped its own unique brand value, put forward meaningful value propositions, and empathize with consumers, so as to occupy the consumer mind.

Product is an important carrier of brand value. In the past two years, with the emergence of the national tide and cultural and creative winds, the gold jewelry circle has also "cumped" a lot of popularity, such as the cultural and creative gold jewelry of the cultural and creative gold, ancient style and ancient charm of the concept of cultural relics in the museum, and the popular consumer group The hard gold categories, etc., have more significant explosive growth. Under the "goal" of major domestic gold jewelry brands, try or consolidate the brand's own brand symbols.

From a perspective, is the brand value of the gold jewelry industry really ideal? The answer is obviously no.

Whether it is to meet people's values, self -realization, or new aesthetic needs, many domestic gold jewelry brands are still not in place. From the perspective of product update, we can see that the update iteration speed is far greater than that of retail brands in the brand's own values ​​of the brand's own values, the rich cultural shape and mining behind the product. Whether it is a manufacturer or a retail brand, neither emphasizes how rich the number of products and the product renewal ... But is this good or not? Aside from the "use value" orientation concept, it is guided by "non -use value" orientation, continuously enhances the brand's own value shape, meets consumers' self -realization, emotions, aesthetics and other needs, and is ready to play "long -lasting war" preparations This is "ideal". Of course, the brand must consider the current reality of survival. This is "bread". Only when the brand is consumed and perceived, it can form a brand impression and has real business value. "Bread" should be held in the palm of the palm, and "ideal" must always remember it.

From consumers to brands, the business environment is changing. Marketing people should seize the concept of marketing pain points, innovative marketing, and explore a new marketing operation system that adapts to the new environment.

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