What Is The Key To Success Or Failure Of Marketing?

Here world Clothing shoes and hats Xiaobian of the network is the key to success or failure of marketing.

No matter which line or business, there will be more or less a problem, just to design and design, that is, the trade-off between applause and applause. Recently, I saw the goddess's new clothes. Some designers are gifted, and 24 hours make a series of products with a sense of quality. But Tmall buyers simply don't give up directly. The final offer is mostly a bit of a reluctant look, and some designers have three words.

But brand dealers generally beat up the price of chicken blood and fear to miss the golden eggs.

The reason is also very simple. Whether the design is good or not is one thing, and selling or selling is another matter. Of course, you can doubt the aesthetics of these brand buyers, but the principles they hold are very calm, and sales are the absolute principle.

Product is such a thing, truly understand consumers will sell, this is an indisputable fact.

But sometimes counterexamples can make people feel hot and unreasonable. This is also an undisputed fact.

For example, breaking the silk.

Anyone who knows something about Taobao is not unfamiliar with this brand. But unlike other brands that are famous for their fashion and fashion, they are somewhat unique.

Some people are very implicitly saying that the clothes are very picky, but others say that they can not wear out clothes at all.

OK, so why is it selling so well? If you think from the way of national style and bold position, you may come to the conclusion that:

More and more young people of literature and art are constantly moving. They are always living on other side of the road. They are traveling with a bunch of backpacks.

But we seriously doubt the number of unreliable young people who are on the road, and some of the consumers even express this mentality: we know we have no chance to wear them, but we just want to have so many clothes that we can't wear.

So the conclusion is that it is successful to sell clothes to those who do not intend to wear their clothes at all.

The answer is to start with demand.

　　 Marketing Management It is a bullshit to see the needs of consumers. But the question is how many people have observed the fur, and how many of them are aware of the essence. And different ways of inspection will naturally bring different results, which is why the "pseudo demand" was born.

Moving out of the classic shoe case, on the famous Beach Island, all the residents like to walk barefoot, because shoes are easy to get into the sand, so shoes are not here.

But through insight, we can see that barefoot is not the needs of these residents. We must know that there are stone shells in the sand. No one wants to go out in the morning and bring back the blood of his feet at night. The real demand may be "comfort". Barefoot is only a second step after ordinary shoes can not meet this demand.

Barefoot is pseudo demand, and "comfort" is real demand.

Then the choice is clear, either you sell the band aid, or you sell the Crocs.

What is the demand for its special style to return to the cracks and silks? Is it a gorgeous dress requirement for young artists?

Or is this a group of fake young artists who are bullies on their lips but are actually basically male, female, lazy, or cancer late? Or they are basically ordinary white-collar workers who run like a fake. Most of them run to a cafe to go to a suburb to have them or their lives, so they can only buy a few clothes and pretend to be on the road pretending to escape from the absurd dog's demands of the real world.

In some specific cases, the "style" and the like are pseudo requirements, such as "attitude", "feelings", "life style" and "psychological suggestion".

There are many kinds of pseudo demand, sometimes the pseudo demand is only one step away from the real demand, sometimes the pseudo demand is a one-sided presentation and expression of real demand.

Another example of the Ford and horse that overflows the street.

Users say I need a faster horse, and you can't refute that the user is a stupid person. Only after the advent of the car is the person who insisted on the horse is stupid, but before the advent of the car, such a request is not unexpected, but the way of expression is problematic.

The correct statement should be, I need a more rapid way of transportation, or I need a more rapid way of communication. Then, depending on the resources at hand, decide whether to raise horses better, or to be bole, or to invent four wheel machines or directly to make a telephone out.

What is more remarkable is that consumers often can't distinguish clearly and explain their root needs. They will tell you that I want to put a hammer, no one will say I want a hole in the wall, and why a hole?

I want to nail a nail. What do I do for a nail? I want to hang a towel. Without communication, consumers will be lazy to tell you this. They will only talk about a hammer. What is the electric drill and the strong sticky hook? Who is care?

Can we distinguish between demand and counterfeit? demand This is a matter of life and death. After all, I have seen so many tears and tears.