Last week, when I was on a business trip in Wenzhou, I didn’t expect to be able to savor the multi sensory immersion experience brought by the dining process in a simple small village.
A French garden with floral fragrance is also very thoughtful. Fresh fruits of the season are arranged beside the fragrance of bottles and jars. The breeze is blowing and the fragrance of flowers goes through the hall
Whether it is the dishes, environment, lighting, or the art of setting dishes, the unity, contrast, harmony and leaping of texture are all integrated into every detail. The delicacy and delicacy of each eye drop makes the dining ceremony feel spontaneously.
This kind of “ideal good life should be like this” dopamine “stimulation. Almost 100% of people (such as me) can’t help taking out a mobile phone to take a photo or a video and send it to various social platforms, which greatly arouses people’s desire to share and grow grass.
Not only catering, in the past two years, “ritual sense” has become a kind of “circle culture” and label of contemporary young people, and ritual consumption has become a national trend. The three meals a day on the social platform not only change the food, but also change the high-quality tableware;
As if sitting on the Doraemon time machine, every gentle time is well treasured hand account
The people’s daily once described the living conditions of modern people as follows: “if you can buy a vacuum cleaner, you can’t buy a broom; if you eat avocado, you have to eat quinoa; if you don’t have two or three lipsticks, you need a complete set; if you rent a house, you have to have an independent bathroom and a floor to floor window.”
It can be described as a vivid interpretation of contemporary people’s ultimate pursuit of ritual sense.
Why are consumers keen on ritual?
One of the most successful aspects of the little prince is that it has popularized the concept of “ritual” all over the world.
“A sense of ceremony is to make one day different from other days, and one moment to another. In fact, there are many memorable moments in the year, which make you feel or have an epiphany. If you carve your life with a sense of ceremony, it will be different. “
——The little prince by Saint Exupery
For today’s young consumers who firmly believe that “beauty is justice”, the sense of ceremony is a spiritual sustenance against the boring and boring life.
Therefore, back to the marketing environment, we will find that in order to cater to the ritual consumption of the younger generation, new consumer brands that have emerged in recent years are keen to create a sense of ritual
Master Kang and uni president have spared no effort to reverse the image of “unhealthy” instant noodles after so many years of hard work. The “Ramen theory” has really realized that instant instant noodles can have such a sense of ceremony. The warm positioning of “one should be better to oneself” enables those lazy urban young people who are fastidious about delicious food to find a late night dining hall with their hearts and stomachs.
Like the flowers of Fauvism——
Different from other flowers, Fauvism’s flower making inspiration comes from the user’s story, each bundle is unique, and fauvism will also provide users with personalized flower customization service. Now their products have become the synonym of “art, petty bourgeoisie, style”.
When consumers pay thousands of yuan to buy Fauvism flowers, they actually buy an identity recognition and collection significance, and a value pursuit behind the ritualization of Fauvism products and services.
For example, the panda does not walk the cake——
A cute and dancing panda; birthday props of blingbling; interesting moments of dancing with panda; various ritualistic links designed for different audiences, such as confession and singing; as for cake, it must not be the main nail, but the decoration of service based on the scene.
Therefore, a smart brand has never been a single product for sale. It is selling a sense of ceremony, selling labels, and linking any product with a better way of life, so as to form an idea that consumers can live a better life after purchasing this product.
This gives the ultimate sense of ritual a deeper value: not just to penetrate the brand name, but to convey the sense of value.
Since the sense of ceremony is so important, how can a brand create a sense of ceremony?
Add a sense of ceremony to the product
Products that can enter the “ritual sense” system of consumers often have a large group of loyal followers.
When the product is 1, the sense of ceremony is the bonus item, but in this age of product homogenization, the bonus item has become an important starting point.
The most familiar cases are the “twist, lick, bubble” of “Oreo” biscuits, “shake before drinking” in the farmer’s orchard, and a special drinking ceremony of corona beer, which puts a slice of lime at the mouth of the bottle. Of course, the design of the lids of Le Borg beer is also unique.
A simple action completes the interaction between users and brands, and realizes the differentiated competition of products.
These ritualized actions are to increase the sense of ceremony in the process of consumers using products. They will act like a button to let consumers enter a specific situation.
There are also many reading apps that use the effect of turning pages of paper books to give users a sense of ritual like reading paper books.
The playing interface of QQ music uses cassettes, film machines and other pseudo object design, which reminds users of the era of Walkman listening to music, and has a more ritual sense of listening to music than the simple album cover display.
When this product anchor takes root in consumers’ hearts, it can quickly seize consumers’ minds, strengthen consumers’ differentiated cognition of new and peculiar products, not only strengthen the interaction between consumers and products, but also establish the emotional connection of product identification.
Ultimate scene experience
I have always stressed that experience is more than three times the value of a product. In the future, consumers’ consumption of intangible products (services) will greatly exceed the consumption of tangible products.
For example, the new format bookstores represented by Yan Youji have been revived again with the concept of coffee + lifestyle + third space + bookstore. What is the reason? Is it just because of high appearance?
As a senior experience of bookstores, I prefer that beauty is only the stepping stone for these bookstores to become the holy land of online pop-up cards, and have always been the favorite of young people. The deeper reasons are as follows:
What these bookstores sell are not books, but scenes and experiences full of rituals.
For example, 100 people have 100 ways to play when they are talking, such as barbershop, photo studio, flower arrangement studio and wood craft experience. At this time, absorbing knowledge becomes an elegant ritual activity, and even a new way of life.
They are no longer a bookstore in the traditional sense, but a consumption space containing rich contents of books. Books only add its cultural flavor and increase the contact point of its access to traffic.
In addition to the new format bookstore, the ritual sense of the scene is also used in the participation, such as the Banu hot-pot/" 22375 rel="nofollow" target="_self">hot pot shop, which we are very familiar with.
Before the meal, the waiter will teach the customer how to “rinse the tripe correctly”. “It’s better to rinse the red soup and dip it in sesame oil and garlic paste for 15 seconds.” the emphasis on dining is the ceremony of respecting food ingredients.
After 12 years of technology accumulation and 12 processes of guarantee, even if it’s “water”, you have to eat it with the ritual attitude of eating western food, which naturally makes it different.
It can be said that barnu’s control of details directly cuts into the sense of ceremony, which greatly arouses consumers’ attention and praise, and also greatly improves consumers’ sense of experience.
User’s sense of participation
In today’s communication environment, the shift of discourse power leads to the fact that compared with the era of passive sitting in front of the screen in the past, today’s users want to participate rather than simply and passively touched.
And the external force of this bottom lift, the decisive role is the “sense of value”.
The so-called “sense of value” is “visible value”. The “value” here can be the input of material labor as well as the payment of spiritual labor.
“Visible” means that your labor can be visualized. In particular, the more energy and time consumers put into the process of participation, the stronger the sense of ceremony, the higher the expectation, and the stronger the sense of value and happiness brought by the release of emotion and desire.
For example, IKEA’s products need to be installed by themselves after they purchase home, which is the process of establishing the sense of ceremony.
This process allows consumers and products to establish emotional maintenance. In the process of using the product, users will associate with the scene of their own installation, and give users a psychological hint of “I assembled it by myself”, which is more emotional than the products that are purchased and used immediately.
On the other hand, behind the diffusion of sense of participation is “trust endorsement”, which is the evolution from weak user relationship to strong user relationship with better trust.
If consumers are in the process of participating in the interaction, their values and brand attitudes converge or are recognized, it will be much easier to complete the sales transformation of the brand. In the participation of consumers, attention will form precipitation in the content with high recognition, which is also the concrete embodiment of value identification.
Starbucks can also be said to be the first consumer brand to understand the characteristics of the new generation of mainstream consumer groups.
Before the cat’s paw cup was on fire, the most influential of Starbucks’ many cups was the red Christmas cup. This creative Starbucks has been playing for 21 years since the 1997 Christmas Limited red cup.
The reason why the red Christmas cup is so famous is that Starbucks has given all the design rights on paper cups to consumers.
According to the data in 2017, Starbucks’ Limited paper cups were selected from more than 1200 works in 13 countries, which constituted the Christmas red cup of that year.
After Christmas, netizens even created cups after Christmas. There is no need to guide, and their own creation is the reason to make friends.
With the majority of people following the crowd, more and more people are drying Starbucks cups. This is the Starbucks cup effect.
Instilling a sense of ceremony into marketing
Some time ago, the first cup of milk tea in autumn was so popular that it seemed somewhat unreasonable, but Wulitou is one of the labels for young people.
In the theater effect of social platform, young people are hot and dynamic observers, and they also become participants in the tide. In short, they follow the trend.
Behind it is not only a collective punch in, but also a well planned ritual marketing.
It’s not hard to find that most of the online screenshots are lovers. They use the name of milk tea to realize the sense of love ceremony. The strong sense of ceremony, the low threshold of participation, the “proposition type” show of love, and all kinds of fun and ridicule all contribute to this “autumn tea” swipe.
Similarly, brands in marketing also began to aim at the psychology of consumers, through the ritual design of people’s special consumption behavior to guide consumption, just like “the first cup of milk tea in autumn”.
For example, ramen and five people jointly launched a series of “sleepless” ramen. No matter in terms of product, visual and copywriting, the unique style of five people is reproduced 100%, and the same style of five people is restored by using records, books and movies, so that everyone who goes to bed late can feel the ritual feeling of a bowl of instant noodles.
music · pork bone barbecued Ramen
Tomato and dolphin bone Ramen
Shadow · seafood winter Yin Gong Ramen
Star effect, emotion, identity, ritual Ramen said the joint name poked into the hearts of consumers, no wonder they are not emotional. The daily attendance rate on social media is also very high, and there are many tiktok pictures in friends circle, jitter, public comment and little red book.
creativity is always the original tool for brands and retailers to gain consumers’ attention, and ritual “experience” will be the best incubator for attention.
return to the user experience, and finally let users truly unforgettable for your brand. It must be touching, shocking and feeling, and it will be unforgettable for life.
so, you might as well conceive a ceremony for your brand!
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