Holiday spending continues to be weak, and bathroom attaches importance to "quality and integrity" marketing channels

If it is said that holiday consumption was a new thing a few years ago, today's holiday consumption has already become saturated. On the one hand, the original niche of random consumer behavior has become a rigid consumer behavior; on the other hand, the marginal benefits of marketing are diminishing after the holiday consumer market energy is released quickly. At the same time, issues such as food safety are frequent, and consumer confidence in businesses has added to the holiday spending. For merchants, how to reactivate consumer psychology of fatigue under rigid consumer demand is a problem that they must seriously face.

Suffering from the upheaval of the upstream market, sales of the sanitary ware industry in 2011 were not satisfactory. The current holiday consumption has strong passive and homogenization, and consumers are rational and consumers' behaviors are rational. Fatigue on the senses, for the bathroom business, how can we make festival marketing rejuvenate and vitality?

Quality and Integrity: The construction of a psychological channel with no time node is a problem faced by society as a whole and it cannot be solved overnight. Good product quality and reputation are the basic guarantees that enable consumers to feel comfortable and happy. Although faced with a huge holiday market, temporary shortsightedness and opportunisticism can bring huge profits. However, once the consumer trusts in a psychological collapse, the entire industry will suffer devastating blows and have a far-reaching impact. The domestic milk powder industry is an example. In short, quality and integrity are the foundations for the sustainable consumption of festivals and are the only psychological channels that can directly reach consumers' desire for consumption. To ensure the smoothness of this channel, the festival consumer market can be prosperous.

Satisfy the individual needs of consumers The festival market has a passive, conforming characteristics. In this context, if we want to occupy the sales initiative in a festival market that has matured and the market capacity has been excessively released, we need to cater to individual consumer demand and establish a niche market based on this, and open the psychological defense line of consumers. Expand the boundaries of festival consumption.

When determining the niche market, the merchant can consider different groups of people, and can be divided into traditional old age, middle age, and children; it can also be divided into different dimensions of consumer preferences. For example, for online consumers, businesses can develop online sales strategies, designing younger, personalized holiday products, and integrating marketing modes such as group purchase, reservation, self-service combinations, and off-site delivery, to promote sales of holiday consumer goods and related products.

The need to nurture consumer experiences because of their weakness is inherently flawed. Holiday consumption is different from daily consumption. It is a rigid demand led and nurtured by various market forces driven by profits. The two major features of holiday consumption are the requirement that the demand is passive, and the second is that this demand is usually met in a large-scale, homogenous manner.

For consumers, consumers' holiday consumption has a certain degree of herd mentality and lack of personalization. The above two points are congenital defects in holiday consumption, which has created obstacles for the further development of this market.

The prevalence of online consumption has also increased the “fatigue” of holiday consumption. As for the survival status of group buying websites, regardless of whether or not their low prices actually make consumers feel the benefits. Just as profit-making is the nature of businesses, consumers' behavior of “doing more with less” is also an instinct. For this reason, as long as there is an opportunity, consumers will fully exert their bargaining power. Group purchase, online shopping, and wet marketing are emerging consumer styles in the Internet era and have been popularized by the mass consumer groups.

Internet marketing not only changes the marketing platform and traditional consumption methods, but also has a profound impact on consumer psychology. Active consumption and individual consumption are highly desirable. The communication method that the Affinity School represented by “pro-” can feedback also stimulates the initiative consciousness of consumers. The contrast between convenience and randomness of online consumption and the modelling of traditional shopping malls, congested environment, and difficulty in securing service attitudes have caused the consumer's on-site consumer experience experience to be greatly reduced.

Change the psychological state of the weak marketing strategy in order to stimulate the consumer's active psychology. Manufacturers should put their marketing functions forward. That is, from the aspects of design, packaging style, price range, related products, and sales methods of holiday products, consumers are invited to participate. Consumer participation can be flexible and diverse. For example, product ideas can be solicited through microblogs, explosive sales of products can be triggered through “seconds”, and pre-sale review comments and title flashing can be conducted on the forums. The preposition of the marketing function can stimulate the enthusiasm of consumers to participate, weaken the passive consumption of the festival, the situation of conformity, strengthen the active awareness of consumers in holiday consumption, and reduce or even eliminate the "aesthetic fatigue" and "consumer fatigue" of festival consumption.