China Food

“Addictive” consumption is good consumption. What problems should be considered to make customers addicted?

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what is the value and necessity of addiction?
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German existentialist philosopher Heidegger has such a view: man is an existence thrown into the world.
In this regard, some interpretations believe that people come to the world without purpose and people have no natural purpose. In order to achieve stability in the world, people need to pursue some self recognized purposes or meanings. However, people’s carelessness makes it difficult to identify the meaning or purpose they should pursue. Therefore, some directions or products that can bring positive feedback and make people addicted, they It will often become the pursuit of the public and the purpose of life.
Philosophy is often simple to boring. We need to recognize the weight of this view through economic value. According to public data, the total industrial and commercial tax profits of China’s tobacco industry reached 1280.3 billion yuan in 2020, a year-on-year increase of 6.2%. When the real economy is affected by the epidemic, most addictive economies are not affected by the environment, and can maintain an increasing trend.
Not only tobacco, drinks, snacks, live broadcasting, games and other addictive economic formats, they are almost always prosperous.
Back to the catering industry, in the early years, we often saw that some spicy hot shops were exposed that their products contained opium poppy. It can be seen that some people even took risks in order to build addictive consumption to realize economic value. In addition, some restaurants are also thinking about how to make people “legally addicted”.
For example, some fast-food restaurants, hot pot restaurants and dessert restaurants use heavy oil, sugar, spicy and other heavy tastes to stimulate people’s senses (including more beautiful and personalized brand vision and decoration), which makes people have a highly addictive experience in five senses. From the perspective of addiction to addiction, these methods not only bring continuous passenger flow to businesses, but also continue to attract customers to repurchase.
The purpose of marketing is the same. Businesses usually assume that customers do not know what they want to eat (in fact, it is probably the same). Under this assumption, if the same person is thrown into the world, with money and hungry, the marketing means of businesses is to give a meaning of pleasure, addiction and addiction (filling the stomach, satisfying people, happy, etc.) And purpose (restaurant solutions, such as going to the store or taking out). Once this closed loop is opened, this kind of consumption will probably continue.
Of course, before explaining how to build a “legal and reasonable” addiction consumption, we need to think deeply: why do we need addiction? What is the value and necessity of addiction?
Making people “addicted” is actually the process of constructing meaning,
To achieve this goal, we must first impress customers
From a philosophical point of view, giving people meaning pursuit can solve most brand problems. The sooner we understand this, we can avoid many detours.
From the perspective of the brand’s actions, the marketing of traditional diners in the past can be described as simple and rough. It is nothing more than to attract passengers through discounts, such as trial business discounts, opening discounts, festival discounts, annual discounts, etc. Although discounts are also meaningful, such significance is short-term, because once the Festival passes, the significance that customers can pursue will naturally disappear.
According to chopsticks thinking (www.kwthink. CN), the purpose of brand marketing is not to let people go to the store, but to let people continue to the store, even if we classify the customer group:
① New guest
Through the significance of marketing, dispel the concerns of new customers, improve the necessity of consumption, guide the purpose of consumption, and reward new customers (discount is the lowest reward; it does not have to be in kind to make customers feel value and experience the satisfaction of consumption, which is also the method of reward).
② Old guest
Through marketing significance, sublimate brand value, stimulate positive circuit, guide consumption purpose and reward old customers.
③ Sleeping customers (sleeping customers, for example, there is no repurchase in a consumption cycle)
Through marketing significance, awaken brand goodwill, improve consumption power, guide consumption purpose and give new rewards.
Thus, the value of marketing is not only to solve how to make customers arrive at the store quickly in the marketing period, but also to solve how to make customers continue to the store in the non marketing period.
Take a western fast food brand “MK” For example, in the early days, MK brand promoted to provide laughter and joy for customers, and the target groups were children and parent-child consumption. The most significant action was that MK brand stores provided children’s paradise, and stores could even hold birthday parties for children. In terms of product play and marketing, MK brand launched a special package of raising prices and giving children’s toys to target customers. It is obvious that M Brand K provides a happy meaning for children and parent-child consumption at the catering consumption end.
In the consumption scenario of MK brand, children get toys and eat delicious food. Children may have an addictive experience of MK brand. Children are happy and parent-child relationship is better, so people who pay money also fall into such an addictive scenario.
We then put it into the marketing closed loop:
① New guest
Other children can consume, so can my children. Almost only MK brand provides children’s happy scenes, so I can also go to MK brand to consume – new customers come to the store to consume, feel the happy catering atmosphere, and let consumption enter positive feedback.
② Old guest
A steady stream of parent-child consumption has entered the store, and the store has launched new children’s toys. Their children say they want to go to MK brand store – enter the store again, and make old customers happy again through high-quality service.
③ Sleeping guest
Through the previous high-quality experience and the distribution of coupons, the sleeping customers will be guided to the store again – with high-quality products and services, supplemented by coupons to deepen the closed-loop consumption (coupons are a new reason for consumption).
Through the above links, we can see that for new customers, good business is the best marketing; For regular customers, the best marketing is to wake up the memory formed by the previous unique good experience + advertising touch, and then directly consume; For sleepers, the previous unique good experience + advertising touch + coupons are the best marketing.
Good marketing, unique brand meaning construction, and finally form a continuous consumption closed loop. It has a high probability of making customers addicted, but how to continue the addictive thing, the brand still has to keep up with the pulse of the times.
Similarly, take MK brand as an example. At present, MK brand stores no longer talk about parent-child positioning, but turn to the working class.
The reason for this is not complicated. At present, western fast food is defined as “junk food”. Adults and parents who grow up eating MK brand will think that “it is OK for me to eat junk food, but I must not let children eat it”. Therefore, adults silently consume MK brand, but rarely take children with them.
Changes in the environment have led to changes in the standard customer base, which has also forced MK brand to reconstruct a new brand meaning. On the product side, MK brand launched XX Yuan charging full package to target the student party and fresh graduates; In the white-collar and fashion class, star kitchen series has been launched. Either eat enough or eat better. MK brand has corresponding solutions.
What can we do to build addictive consumption?
The perspective of building addiction is diverse. How to build addiction value is related to the factors of the times. The behavior of MK brand belongs to the positioning method, which needs long-term construction.
Under the thinking of positioning, it takes many years to be a brand, but in today’s marketing scene, brands don’t pay much attention to positioning methods, mainly because good positioning is occupied by people, it is very difficult to cut a new market by themselves, and it may not meet the positive income.
Therefore, how to make people addicted quickly and fragmented and how to generate new consumption significance quickly and fragmented is the most urgent research topic in our era.
According to meituan’s 2021 Research Report, 50% of the post-95s drink at least two cups of milk tea a week, and 20% spend more than 100 yuan on milk tea consumption every week.
In analyzing the data, we should pay special attention to that we can not simply think that milk tea, dessert and hot pot belong to addictive categories. It can be said that any subdivided category retained today is almost a high-quality category that has successfully made people addicted, and the degree of addiction of the market to a specific category mainly depends on the brand action.
In terms of specific actions, compared with MK brand, the addictive logic and guiding significance of tea is extremely simple, that is, to build a good and readily available product.
Today’s tea products are sold based on extreme standardization and extreme personalization. For example, the products are fixed and the entrance is open. Several different ingredients can be added to a cup of tea, from fruit juice to fruit grain and peel; From creamer to coffee milk, milk, thick milk, and even herb fruits, aquatic plant fruits, probiotics, yogurt, and even hyaluronic acid have become the sources of tea.
How much tea is rolled inside? For example, a brand product may become outdated products across a district or city, and these new products, like floating, are actually trying to impress the market in an instant to form new consumption.
For tea, it is lucky that products can be innovated, but for hotpot brands that are difficult to follow the path of product innovation, they need new methods. After all, the customer unit price is different. For example, it is difficult to understand to spend 100 yuan a week drinking milk tea, but it is insignificant for hotpot consumption.
Compared with tea drinking methods, hotpot brands must find another way. How to do it? In fact, the market also has corresponding answers. Hot pot is a lively social activity. Haidilao integrates customer birthday, hot pot consumption, users’ own communication and onlookers’ self communication. Instead of singing the traditional “Happy Birthday to you” on customers’ birthday, it allows waiters to make a fuss: “say bye bye to all troubles and hi to all happiness”, In Guangdong or other places, some customers even pretend their birthday in order to listen to the waiter say “silly hi hi”.
In a hot pot, it is to give birthday customers an embarrassing and counseling nightclub dance, so that young people who practice “I’m not embarrassed is others’ embarrassment” can get emotional release.
In addition, local culture is also an addictive way to build meaning purpose and fragmented marketing, such as the high mountains and flowing water provided to guests in some hotels in Guizhou, and Sichuan Opera performed to customers in some hot pot stores in Chengdu.
On the basis that the category has become a rigid demand, price band segmentation is also a way to stabilize customers. Taking tea as an example, the student party drinks a snow ice city and the quality youth drink a snow tea. For the middle class, they can only take the multi combination route of cost performance + appearance + quality. Indeed, many brands have been born.
From the above perspective, it can be seen that the brand logic is not VI logic from beginning to end, let alone positioning logic. It is actually consumption logic, but also the pluralistic unity of meaning logic and addiction logic. In other words, such a brand may be worthless if it can’t realize continuous consumption, build meaning for customers and addict customers.
Addiction is to open up the cognitive closed loop of the whole process from demand to consumption. These four elements deserve attention
From the perspective of competition, whoever can make customers addicted to the brand will stand out in the market competition.
In order to pursue customer addiction or consumption addiction, we must unify the four elements of “customer demand, customer consumption, brand and product”.
We can re match these elements in pairs:
One is to unify customer demand and products, which shows that products serve customer demand. Products need to pay attention to the trend of customer demand, and the product strength and product value are equal to the strength and total amount of customer demand.
The second is the unification of customer demand and brand, which shows that the brand exists for customer consumption, and the brand is actually the manifestation of customer demand. It is added that only when customers can afford, are willing to buy and continue to buy can they really create good brands and big brands in the new era (luxury and mass brands are also this logic).
The third is to unify customer consumption and products. The value of customer consumption should be realized by product value. Products should have traces of customer demand realization, not just the solution printed with brand logo (the purpose of demand is consumption, but even if consumption is achieved, it can not be separated from the discussion scope of demand, because consumption is actually the verification of demand).
The fourth is the unity of customer consumption and brand (including customer consumption, brand and product). A brand can have many products, but only what customers buy, sell and praise are the real and only good products and big products of the brand. On the contrary, only good products and big products can realize brand value, Only in this way can the element of customer demand really produce value.
The above analysis may be more abstract, and we will interpret it in detail below.
For the above model, the traditional classification method is to put brands and products together, and then put customer needs and consumption together, taking the two as the opposite. The innovation of our model is to cut off the link between brand and product, and then form a new four quadrant diagram with customer demand and customer consumption.
When unifying customer needs and products, we found one thing: there is a gap from customer needs to products. To really from customer demand to product, we must go through the process of consumption. Consumption is not only the economic realization of customer demand, but also the process purpose of customer demand and product. We also found that the process from demand to consumption is actually a superposition. The stronger the demand, the more consumption and the higher the product value.
Therefore, in the first quadrant, the core keyword to get through customer needs and products is the realization of “popular consumption”.
Popular consumption refers to the breadth and thickness of consumption. Subdivided, the breadth of consumption refers to the extent that most people can afford it and are familiar with it. For example, almost everyone likes Rolls Royce. For example, most people think that the daily material of 1000 + yuan per capita is very compelling, but it is difficult to spend a lot if most people can’t afford it. Moreover, What people don’t know and need to explain to achieve consumption, which can not promote the construction of addictive consumption; The thickness of consumption refers to the persistence of demand, such as spicy hot and milk tea. If you eat it today, you can eat it tomorrow, and you may want to eat it the day after tomorrow. Only enough sustained demand will bring addictive consumption.
The first quadrant is the basic layer of addictive consumption. However, it is not enough to have the basic layer alone. We also have to consider competition. Therefore, the second quadrant explains how customer demand moves from product to brand. Products can win customers, but products also have to win the competition, so we need to elevate it to the brand level. The key word of this level is the demonstration of personalized value.
Taking Haidilao as an example, Haidilao builds its own personalized value through fishing service in addition to products. Customers can not only come to Haidilao because they want hot pot, but also consume Haidilao because they are addicted to fishing service.
The third quadrant is from the perspective of customer consumption. From the perspective of customer consumption and products, once consumption is achieved, what we pay attention to at this time is experience. Philosophical theory holds that people have no purpose, so they need stimulation to guide people’s behavior.
As for the stimulation of experience, there are three aspects that can be done: one is the stimulation of meaning. For example, every time Laowang sells one of his colorful balls, Laowang will do a public welfare. Customers will also think they are the initiator of this public welfare, which is to build meaning from the Perspective of customers to guide consumption; The second is catering skills. For example, customers want to eat roast duck, but they can’t do it themselves, or they can do it but feel troublesome, so they will go to “roast duck experts” for consumption; The third is taste stimulation. For example, McDonald’s cola and coffee have temperature standards. For example, tea products are filled with small materials and accessories. These small materials have standards for who is responsible for appearance, who is responsible for taste and who is complex nutrition.
Specifically, the third quadrant is to make customers addicted from the perspective of brand operation to solve the problem of customer retention and repurchase and try to make customers addicted, while the fourth quadrant from customer consumption to brand is to make customers recognize this consumption from the perspective of customers’ subjectivity, which is also to solve the problem of customer retention and repurchase, from the perspective of brand and customers themselves, The core of this link is exceeding psychological expectations.
Psychological expectations can be compared. For example, the market is selling frozen products and cooking bags, while some brands insist on hand cutting temperature and frying pot gas. For example, others are selling genetically modified products, while some brands sell original ecology. Through some comparative advantages, customers can convince themselves, so as to open up the whole cognitive closed loop of addiction and consumption.
By analyzing here, we can find that an addictive brand and addictive consumption of customers seem to be a process of consumption and competition, but it is actually a matter of solving the cognitive closed loop. Addiction is the process of forming a positive cognitive closed loop of customers through experience.
Author: Chen Xujie; Source: chopsticks play thinking (ID: kwthink), reprint has been authorized. Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
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