Play the slogan of sinking the market

Brand marketing should be adapted to local conditions, not copied mechanically.

First of all, a brand with high cost performance may not be cost-effective.

Many brands believe that the biggest problem in entering the sinking market is "price". As long as the price falls, the market will be occupied. However, many brands that focus on the cost-effective model have achieved far less results than expected after entering the sinking market.

On the one hand, the standard of "cheap" sinking market is different from that of first-and second-tier cities. For example, in the eyes of first-and second-tier cities, Uniqlo has no advantage in pricing, and it is even a bit expensive. In first-and second-tier cities, a cup of 15 "cheap milk tea" will never beat a cup of 4 yuan's honey snow ice city in the sinking market.

On the other hand, the crowd in the sinking market is relatively scattered, and many stores don't have such a large passenger flow, so brands can't reduce commodity prices through order volume. Many small partners have returned to their hometowns from first-and second-tier cities. When visiting supermarkets, they will find that the prices of snack brands such as Oreo and Xerox are often much more expensive than those of supermarket chains in first-and second-tier cities.

Brands should adapt to local conditions and study how to make brands more cost-effective in the sinking market, instead of simply and rudely copying the successful models in the first-and second-tier markets.

Second, I am more willing to save face.

As mentioned above, users in the sinking market prefer to choose products of well-known brands and like to follow suit. Different from the "don't want to bump into shirts" in first-and second-tier cities, there is a mentality of "you have me, or you are inferior" in consumer consumption in the sinking market.

For users in the sinking market, brand is a symbol of "face and strength", and it is better to choose "big brand" than "unknown brand".

Especially in face-related consumption, users in the sinking market especially value brands and are willing to pay for high prices, while users in the sinking market don't care about consumption that doesn't affect face. This has led to many people driving six or seven hundred thousand BMW cars, but there are unknown paper towels in the car; Willing to spend thousands of dollars to invite friends to a big hotel for dinner. But I went to PDD and bought a big bag of garbage bags for 5 yuan.

Third, the acquaintance economy is dominant.

The sinking market is a human society, and the acquaintance economy occupies a large part. Compared with the "convenient and intimate service" in big cities, the service in the sinking market is reflected in the emotional value provided to customers.

Similarly, users in first-and second-tier cities will be more inclined to chain supermarkets when purchasing daily necessities, because there are many choices and guarantees, and many brands can also provide "home delivery" service, which is very convenient; In the sinking market, you prefer the small supermarket at home, because the boss knows you very well, and occasionally he can give you a change, collect express delivery, book goods, etc. You can chat with each other for a day in your spare time. The other party is also very happy.

Compared with online word-of-mouth promotion, users in the sinking market care more about "acquaintance word-of-mouth". The word-of-mouth on the internet is not as good as "cousin's sister-in-law". In the sinking market, it is far more useful for brands to do activities of "liking the new and hating the old" than to invite the so-called big V endorsement.

Fourth, sink the "private domain" of the market

The sinking market has a more suitable environment for private domain, because people have a lot of free time, are more willing to pay attention to the news of the community and friends circle, and tend to choose "saving money and saving trouble".

It's also a taxi. In first-and second-tier cities, most transactions between users and drivers are "one transaction". Can there be a second and third time that is completely "fate"? In the sinking market, especially in remote township areas, drivers will introduce users to their personal numbers and groups. When they run from place A to place C, they only need to "sip" a voice in the group, and users in need will take the initiative to "get on the bus", and they can pull seven or eight people at a time, which is very efficient. Even if people don't "get on the bus".

As long as the goods are on the road, the driver can give you some goods, saving time and effort.

Different from first-and second-tier cities, users in the sinking market have higher trust in Gwen, who represents the professional "Enterprise" in big cities, but in the eyes of users in the sinking market, she is a "cold display" and lacks human touch.

Fifth, it is more suitable for mixing than "subdivision"

Many times, we emphasize to do "segmentation" to make a brand, and highlight the core competitiveness of the brand through "segmentation" to win the audience, but this method is not suitable for sinking the market.

On the one hand, users in the sinking market may have lower demand for a certain category than users in first-tier cities, and further segmentation will lead to a decrease in audience; On the other hand, there are few consumer entertainment options in the sinking market, and the consumer entertainment needs of users have not been fully met. Compared with "professionalism and specialization", it is better to "have it first".

For example, a brand store specializing in coffee is not as popular as a brand store dealing in coffee, milk tea and fruit tea: a "buy and go" beverage store is not as popular as a beverage store that can provide seats for people to eat and chat in the hall. Providing diversified products and services can make brands win more users in the sinking market.

Sixth, the store is big = the brand has strength.

There is often a big difference between the "big brands" in the sinking market and the "big brands" in first-and second-tier cities. In the eyes of first-and second-tier users, "time-honored" brands are very popular in the sinking market, but the so-called "international brands" are not pleasing.

This is because, compared with online marketing information and advertising information, users in the sinking market are more concerned about whether offline physical stores are "fashionable enough". If the brand can open a magnificent store in the largest and hottest commercial street in the local area, it will make users think that the brand is very powerful and the products must be very good and can be "reliable". Especially when shops can form landmark buildings, local residents can quickly form the feeling that "you are the best in the area".