In recent years, subtle changes have taken place in the consumer sector, and the gift market has risen quietly. From the elderly health products to e-learning supplies, from traditional handicrafts to modern digital products, from personal gifts to corporate gifts, the gift market is prosperous, and hardware products are also prosperous. Expand the momentum of the gift market. Having experienced the Olympic economic upsurge, it has spurred a batch of special hardware memorial gifts. Now it is catching up with the once-hundred-year World Expo. Like the traditionally developed Zhejiang and Guangdong regions, there are companies that value the emerging market, the gift market. There are even hardware tools companies that specialize in testing water gifts and exhibitions to achieve good results.
How to recognize the gift market and its consumers' buying psychology and purchasing behavior is a new topic in academic circles. Correct interpretation of the gift market can help hardware companies formulate effective marketing strategies for consumer gift purchase psychology.
First, gift marketing is the purpose of rapidly increasing sales in the short term
Essentially, a gift is not just a product concept but a concept of interest. This benefit is the psychological perception that consumers recognize. Like ordinary products, it can also bring some kind of psychological satisfaction to consumers. The difference is that this kind of psychological satisfaction is achieved through the buyer's emotional expression to the recipient. Since the purchaser and the end-consumer (gifted person) of the gift are separated, the emotional expression between the two must be accomplished with the aid of a medium. Gifts are the best carrier for such emotional expression.
To play the role of this carrier, gifts must go through two approaches. One is that hardware companies use the “gift concept†as a long-term marketing tool in the gift marketing communication process. Product strategies, price strategies, and channel strategies all focus on the “gift†as the core of integrated marketing communications. The other is that hardware companies only launch promotional activities with holiday gifts as the theme during Mid-Autumn Festival, Spring Festival and other traditional festivals. Through the holiday “gift ridesâ€, the company aims to rapidly increase sales in the short term.
Second, gift marketing and gift consumption are inseparable
1, price preference
Different functional gifts are different in price, as company promotional items, ordinary gifts or popular accessories, the price is generally between 1-30 yuan; as a business gift, depending on the identity of the recipient, the price difference in importance is 150-500 yuan, as a research gift, this is a fact that exists and accounts for a large part of the company's gift categories, gifts will be based on the level of the recipient, the importance of public relations matters, the price of at least 500 There are no caps on the yuan or above, while private gifts vary according to age, gender, and income. Youth gifts are frequent but the price is low. Within 100 yuan, adults with monthly income of 1,000 yuan are required to spend on gifts. For 200 yuan, because there is no large-scale nationwide survey, it is difficult to confirm geographical differences in gift spending, and the expenditure on the latter three types of gifts will rise as the level of economic development and people's wages increase.
2, focus
Since the purchaser of the gift is not the ultimate user, people pay more attention to whether the design is fashionable and elegant, the packaging is elegant and elegant, and the purchase of craft gifts is even more concerned with its cultural connotation. Molding process, most consumers generally believe that: gifts are a kind of high-emotional goods, is the bond of emotional transmission, so first of all to cause the ecclesiastic pleasure, to watch the pleasing, meaningful goods. Gifts and gifts need to reflect both the tastes of the gift giver and the style of the giftee, so the gift brand is very important. The price is determined by the importance of the gift, its purpose, the occasion, and the specific circumstances of the recipient, and it is generally determined before the purchase. The degree of attention on business gifts and personal gifts are slightly different. Business gifts generally concern whether the customer can design and customize and whether it can be timely shipped. Different ages have different attention to gifts. According to the survey of China Arts & Crafts Network, young students under 25 are more concerned about the novelty of gift design, attractive appearance and trendy fashion, young and middle-aged 25-40 years old who like fashion, noble and decent, Gifts that reflect identities; and those over the age of 40 are more concerned with the economical function of gifts.
Third, gift consumption purchase behavior is the solid foundation for gift marketing
1. Cultural Genes for Gift Consumption
China has always been hailed as a state of etiquette. Even though more and more people have gradually accepted Western culture as a result of their exchanges with Western countries, they even regard themselves as traditional rebels. However, through this kind of local representation, we Still can clearly see the mainstream of traditional culture in Chinese society. This is particularly manifested in the understanding of the Chinese people on home. The pursuit of a warm and happy family is still one of the values ​​of most people. Therefore, we often combine "succession" and "establishment" to become two major events in life.
Such a culture is what sociologists call "group culture," and the maintenance of group culture is based on people's "needs of belonging." The rise of this "attribution need" in Chinese group culture has made each person's social relations become important and complex. These social relations need a form to express, and they produce etiquette. Etiquette can be divided into two parts: spirit level and material level. Etiquette and gifts are the carriers of etiquette. The culture has produced the need for etiquette, etiquette has generated the demand for gifts, and the gifts have become a special market. At the same time, because the culture of the masses has penetrated into every Chinese person, its market size is self-evident.
In other words, a specific cultural gene generates a specific demand. As long as there is a specific marketing to stimulate this specific demand, the corresponding product will be successful. In recent years, the success of melatonin is an example of doing well.
2, the difference between gift consumption and general consumption
The purchase behavior of general consumption is divided into five stages:
Problem recognition → information collection → selection and evaluation → purchase behavior → post-purchase evaluation
There are generally five types of roles in a purchase: purchasers, users, influencers, advisers, and decision makers, but this is very different from the gift consumption because the purchaser and the The users are separated. The purchaser must consider the user's acceptance of the gift and whether they can cater to the taste of the recipient. Therefore, for the gift market, merely subdividing the buyer is not enough, and the end user should be further subdivided.
Fourth, the trend of gift consumption is a compass for gift marketing.
1, technology gift leader
With the gradual application of computers and communication technologies in most enterprises, the application of advanced scientific and technological achievements has been improved to the field of gifts, so that technological gifts that are scientific, practical, functional, and fashionable are increasingly favored by the market. The trend of humanization of such technology products has been strengthened, and it has been very close to people's lives. The concept of gifts that “giving gifts and sending high technology†has gradually become popular, and more and more individuals like to send fashionable and practical technology products. The listing of every technology gift will trigger global buying. At present, technology gifts mainly include handheld devices, MP3 players, digital recording pens, business cards, and so on. The main group purchasing needs of technology gifts come from industries such as finance, commerce, insurance, medical care, and public institutions. One source shows that in Beijing, In Zhongguancun's New Year's research budget for many companies, IT products account for the majority, ranging from a mouse with a few hundred dollars to a liquid crystal display with a million dollars.
2.Traditional crafts are gradually neglected and modern high-end crafts are sought after
In an online survey, it was found in the column entitled “Products of Interest to the Audienceâ€: modern high-end handicrafts and flower-painting handicrafts accounted for 15% each, and metal handicrafts accounted for 12%. While the traditional artex embroidery and folk crafts accounted for only 6%, teeth, jade, wood, and stone carvings accounted for 7.8%, and the lacquerware and ceramics that had been popular among them fell to 6%. People in the gift industry think that the main reason for this situation is that on the one hand, traditional handicrafts have a big gap between modern style handicrafts and design styles.
3, personalized, high cultural gifts are popular
The personalized pursuit of the gift industry is even more so than other industries. Personalization is not only reflected in the theme of performance, material selection, direction of development, relying on the industry, but also reflects the customer's personalized consumption, only to meet, exceed, guide customers personalized consumption, personality Charm will only be reflected, and a personalized design with a certain degree of beauty and humanistic spirit is fundamental to the long-term foundation in the industry.
Through the analysis of the above-mentioned gift consumption trends, the gift industry is a booming industry with unlimited potential. However, at this stage, the low-order disorderly competition has to some extent inhibited the development of the gift industry; at the same time, people’s demands for gifts have also increased. The higher the market, the greater the demand for high-end, high value-added, high-quality gifts with good brand awareness.