At present, e-commerce has a high-quality market, but more of it is a bubble. In this Internet world where opportunities and risks coexist, how can we maximize the ratio of effort to gain? As the saying goes, the world's martial arts originated from Shaolin, and it remains true to its roots. Whether it is traditional marketing or e-commerce, its essence is still human. Only by firmly grasping this foundation and taking it as a starting point can we get twice the result with half the effort.
How to grasp this fundamental? That is to study consumer psychology that has been ignored by us. Below, we will select a few common psychology for analysis.
1. The herd effect, three people become tigers, the idea is that if three people lie about the presence of tigers in the market, the listeners will believe it. This psychological tendency of people in a social group to easily accept opinions or behaviors agreed with by the majority of people without analysis is called the bandwagon effect. Take a shopping mall as an example. If there are two similar products and they show that one has a sold quantity of 1,000 and the other has a sold quantity of 100, which one will you choose? Looking at their comments again, there are still two products with similar quality and price. One has many positive comments or positive comments, while the other has very few (its quality is fine). At this time, which one do you believe is better? Woolen cloth?
2. The halo effect means that when observing a person, you have a clear intuition about a certain quality or characteristic of that person, thus covering up other characteristics. This refers to people, but the same applies to e-commerce. Take Wong Lao Kat as an example. The advertising slogan of drinking Wong Lao Kat for fear of getting angry has been deeply rooted in the hearts of the people. In essence, it is also one of the functional drinks, and its original intention is for diet, but gradually it has become a good medicine for reducing inflammation and relieving heat. Why does everyone like to drink Wong Lo Kat when the weather is hot? This is the halo effect.
3. Stereotype effect. For example, Shandong people are often considered to be forthright, upright, and hard-working. Does every Shandong person have such good qualities? Not really. Assuming that Hunan people are stereotyped as not being able to endure hardships and stand hard work (assuming that I am a Hunan person), then compared with a Shandong person and a Hunan person, who has the advantage in terms of being able to endure hardships and stand hard work? You can imagine the answer yourself. Everyone should be familiar with JD.com. It is regarded as the lowest-priced authentic mall for 3C products.
4. Mysterious effect. As the saying goes, foreign monks like to chant sutras. This is the truth. Everyone has this experience. They always think that imported things are better. Is this really the case? Not necessarily, don’t forget that China is the largest processing plant in the world. If a little-known foreign brand is introduced to China, and only a little bit of promotion and publicity is stepped up, then fans will inevitably flock to it. In fact, are some of the origins and cultural allusions of this brand waiting for you to investigate? No, just because it is imported, you would rather believe it. If you mention it is from a certain place in China, you will probably sneer at it.
5. Identity effect, Fanke fully demonstrates the identity effect intentionally or unintentionally. A series of advertising slogans by Han Han, Wang Ludan and others all revolve around one question: I am a fan. An ordinary person, no matter what achievements they have, no matter what kind of life they live, what kind of dreams they have, but in the final analysis they are still mortals, and mortals should use mortal things. On the other hand, even they think they are mortals. As a peer, do you still think you are extraordinary?
Ok, the above is just the tip of the iceberg of consumer psychology. If I can give you some tips, I will be very happy. Someone once said that third-rate companies sell products; second-rate companies sell services; first-class companies sell culture. I agree very much. In addition, I think first-class companies must also be good sellers of psychology.
The final summary: Only by putting people first can you compete on the Internet!
The article comes from Tang Mengyun’s blog ( www.tangmengyun.com ). Welcome to come and communicate.
Thank you Maple Leaf Baby for your contribution.