Interpretation Of Clothing Store Marketing Principles -- Business Psychology

< p > Why do people often say that such a good selling point can not let consumers open their wallets? Is there any other reason why consumers can directly hit consumers? < /p >

< p > first, we must realize that < a href= "http://www.91se91.com/news/index_c.asp" > consumer < /a > is inert. When they choose to buy products, they are unwilling to listen to the so-called product selling points listed in the shopping guide. They are concerned about their interests after buying products.

Let's take a look at the above example. If you tell a consumer who chooses the air-conditioner, your air-conditioner can be refrigerated quickly, which will make you feel cool instantly and save electricity more than other brands. Your washing machine is powerful, clean and doesn't hurt your clothes. What kind of purchase decisions do you make if your cotton clothes are comfortable, sweaty and dry? What's the difference between the two commentary methods and contents? The first commentary is only a mechanical explanation of the characteristics or functions of the products, and the second describes the benefits that the products can bring to consumers and the comparative advantages of the products.

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< p > the name for the second commentary is called "buy point", that is, the reason for buying the consumer, POP.

The difference between selling and selling points represents different ways of thinking and business philosophy. The selling point is from inside to outside, from products and consumers, to push the product to consumers; buy points from outside, from consumers and products, attract consumers to products and help them < a href= "http:// www.91se91.com/news/index_c.asp >" buy < /a >; the effect is self-evident, buying a point of thinking reflects the true marketing thinking.

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< p > narcissism is a marketing mistake committed by many companies, because they do not put consumers' real needs and interests in the first place, so they are weak in publicity and terminal sales.

Of course, I am not advocating selling useless points. True marketing is to combine selling points with buying points.

Selling points are the characteristics and functions of products. Buying points is the benefits and comparative advantages that products can bring to consumers. The selling point is the carrier of buying points and the support point to realize customer value. Buying points are the soul and the inside of selling points.

Marketers should seriously study buying points, grasp the interests of customers really concerned, so as to carry out the design and promotion of selling points, and product development.

Only in this way can the company find the focus of marketing, so that the product can become a marketable and salable product.

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< p > secondly, the acquisition of buying points is not based on our imagination, but rather through the communication, investigation and conclusion with consumers.

The concerns of different consumers are different, and the products are different. However, it is impossible for us to subdivide the purchase points to every customer in the field of fast moving consumer goods, but there are rules to follow.

For example, a certain age group, a profession or some characteristics of the crowd show some similarities in consumption. Marketers can classify these people with similar consumption characteristics to extract the product buying points of a specific group.

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< p > finally, after understanding the relationship between buying and selling points and knowing how to extract two points, what should be done in practice is to know "willing".

Through research, you will find that when a product is facing different consumer groups, it has many buying points. At this time, do not commit the "narcissism" a href= "http://www.91se91.com/news/index_c.asp" > marketing "/a" disease.

The reason for this is that you want to attract more consumers and show more about the advantages of your products, but as a result, you will not only attract more consumers but lose more.

Why? Because competition, marketing research is the interests between themselves, consumers and competitors, you can not be superior to competitors in every aspect, and consumers often have their own different concerns.

What you need to do is to carry out packaging design for purchase points with potential consumption and their own advantages.

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The difference between "P" and "heart" refers to the deep thoughts and ideas that you run in the market. If you can master the rules of "two points" and practice it, your business will be another world.

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