How To Correctly Locate The New Clothing Brand?

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Nowadays, it is a new trend of enterprise marketing to consider the interests of marketing from the perspective of consumers.

Lifestyle is a consumption pattern, which reflects how a consumer group chooses and uses time and money.

The way reflects the psychological needs of the consumer group. People in the same society or economic environment will follow the same consumption pattern.

And the marketing strategy of the consumer groups that choose the same way of life is to integrate all kinds of adaptation according to the fixed consumption group.

Traditional positioning theory starts from the perspective of enterprises or products. It often emphasizes the dominant position of enterprises or products in marketing, so that product sales are listed as the most important and even sole purpose. This is a production oriented positioning mode.

Under the buyer's market condition, with the maturity of consumers and the strength of their strength, paying attention to consumers has become the starting point of marketing. Integrating products and creating brand added value has become the end of marketing.

Behind the interests of products and brands, there is always a way of life for consumers. It is this way of life that affects consumers' purchase decisions in a deep psychological way. It also determines that enterprises need to study consumer behavior and study their lifestyle to locate their own consumer groups, so as to formulate enterprises.

Whether you admit it or not, it is slowly becoming a reality.

When you are in Guangzhou or on a business trip to Beijing, you usually do a few things before going on a business trip: using mobile or telecom mobile phones to call the 400 telephone of Ctrip, booking the tickets and 7 Days Inn, the cost is paid by the credit card of the Bank of China.

Then you wrote a short message to your friends on QQ or blog: August 1 - August 5th in Beijing, welcome to make a reservation.

What do you think will happen next?

You are surprised to receive calls from Eron and JinJiang Inn to provide you with more favorable tickets and hotels than Ctrip and 7 days.

The China Merchants Bank sent a short message to tell you which brand store is on sale in Beijing on the two days in which you can enjoy a 50 percent off discount. Ctrip sends you a text message telling you that the temperature in Beijing is 35 degrees. Please pay attention to carrying the relevant articles and pay attention to the temperature drop. When you check in, open QQ or blog, and receive several such information: a restaurant near the hotel is newly opened for 20 percent off guests; when you go shopping with your friends somewhere in Beijing, the promotional messages begin to surround your cell phone.

That's because, when you use a mobile phone or a mobile phone to call a Ctrip phone, you use the bank's credit card to pay air tickets and hotels, and use QQ and blog messages to make instant messages, they process the information in time and sell them to the corresponding enterprises.

The information is clear and specific, so it can sell a good price.

It is precisely because these advertisements are accurately put in and customized, so you are not very tired, and may even like them.

Everyone living in the society has been overwhelmed by the current information ocean. What we can do is to find information that we need and achieve our own consumption through information intermediaries and platforms.

In the process of selection, most of the time we have no choice but to be led by information.

Besides you, who knows how much wages you get? Who knows who you work for? Who knows how much money you will spend every month? Who knows which restaurant you are consuming and how much you spend every weekend? Who knows the specific time and place for your meal? Sichuan or Cantonese? Who knows who you are talking to on the phone every day?

There is no doubt that banks and telecom companies have become housekeepers of your life.

In this case, locate your consumer groups, study their lifestyle and consumption habits, and integrate product portfolios around them, and then achieve precise placement through Telecom and bank information databases.

Such a positioning, it focuses not only on enterprises or products, but consumer groups.

In this way, the essence of competition will no longer be the competition between simple enterprises or products, but the competition among different lifestyles.