What is doing what you like?
It is a psychological tactic to impress and convince the other party by grasping the place that they are most interested in.
Many enterprises emphasize the necessity of improving product quality and developing new products. Then, what are the standards and basis for improving quality and developing new products? Is it better to have more products with higher functions, or to pay attention to the practicality and reliability of products from the perspective of consumers to meet the most practical needs of consumers? The correct strategy is obviously the latter, because only by catering to consumers' demand psychology can we produce marketable products and win the competition to occupy the market.
Classic example
▲ The Birth of Self-adhesive Pen Jiangsu Jiangyin Golden Pen Factory is a township enterprise with more than 200 people, and its "Global" brand series pens have obtained five national patents in recent years.
"Global" series pens include "Boss Pen" for entrepreneurs, "Extra Fine Pen" suitable for accountants and technicians, "Lady Pen" carved by computer for ladies' needs, as well as gift pens, artistic pens, signature pens, etc ... There are more than 40 varieties in 5 series, with different grades and different appearances. In the exhibit, a pen named dry water is unscrewed, exposed to the air for 20 to 20 minutes, and then written. The pen tip is dry and the water is smooth. By changing the writing angle, the strokes can be thick or thin, and the thick handwriting is very similar to that written with a small brush. The secret lies in the application of the new technical achievement of double-layer composite nib.
The success of product development in this factory is related to the press. At the end of 1990, Ai Feng, a senior reporter of People's Daily, wrote a short "economic essay" entitled "A word to the pen factory". The article points out that although there are many kinds of pens and ballpoint pens produced in China, the most basic quality-writing function-is not ideal. There are so many pens that even the smooth underground water can't be used. Once you stop writing, you can't write any more. The author hopes that manufacturers can pay attention to solving this problem that consumers are most concerned about.
After the article was published in People's Daily, many domestic pen makers seemed to have no reaction. Only Jiangyin Golden Pen Factory came all the way to the door and took out their newly developed self-adhesive fountain pen, asking the author of the article to "give it a try".
After half a year's trial in different seasons, Ai Feng was "quite satisfied" with the use effect, so he published an "economic ramble" of "Say another word to the pen factory" in People's Daily, telling the cause and effect of the trial of "dry pen". At the end of the article, I wrote: "Although this matter is not big, I am deeply touched. Product quality is not a trivial matter, behind it is the mechanism, the people and the spirit. So is the small gold pen. "
▲ Bring fast service to the world.
One day, Serge Krasni Ansky, a Frenchman studying at the University of Geneva, lost his key. He looked at the lock on the door. It suddenly occurred to him that if only he could match the key quickly! Since then, he has been obsessed with thinking. 1963, he founded the first shortcut key matching company before he graduated. The following year, he founded Burgess Belgium. 1968 opened the first key machine factory and obtained the Kis patent certificate. Since then, the Gith trademark has become a well-known famous brand, and he has also begun to make a fortune.
Sergei Krasni Ansky never stopped. He wants to extend his quick service to other fields, and he wants to be the inventor of quick service. 1974, he founded the fast word business. 1977, he started the fast printing business. 1980 started the business of quickly matching high heels. 1977, when he came back from a trip to Gua Trop Island in Latin America, he brought back an idea: developing and printing photos is as time-consuming as matching keys and high heels. If only we could speed up. So, he immediately organized a scientific research team and began to study.
Three years later, the prototype was made, but it was too big, too bulky and too expensive. He was dissatisfied, continued to improve and finally succeeded 1982. Chance's "Mini Photo Processing Center" is open to all shopping malls. 1985, he introduced the color copier. Now, Chance is working on developing a quick biscuit maker and a quick drug analyzer.
Serge Krasni Onsky's business turnover is increasing at a rate of 10 times. 1972 founded a fast key matching company in European countries. 1973, his 800 fast key matching machine entered the Japanese market, which proved that the excellent function of Gith was slightly better than that of its strongest competitor. 1979 opened a subsidiary in the United States. Less than three years after its opening, its turnover far exceeds that of France. Gith products are small in size, easy to use, cheap in price and particularly efficient in use, and constantly occupy the world market.
▲ Debate before selling.
Nafre is the manager of a coal mine in Philadelphia. There is a large chain store near the coal mine. This chain store needs a lot of coal every year. However, this shop has not been bought in the mine for several years, but from a businessman in the suburbs. Nafre was very angry. For business, he thought hard and came up with a plan.
He instructed his staff to give a speech: "Is the expansion of chain stores a great misfortune for domestic businesses?" This debate has a great influence. Nafre himself took the stage to defend the chain store and lost in the first round. So, he went directly to the general manager of the Dalian chain store, talked about the debate first, and then said, "I can't think of anyone but you who can provide me with the real situation I need." I really want to win the debate. " I would appreciate it if you could help me. "
The store manager enthusiastically provided many insights and data. The two chatted for a long time and were very speculative. When Nafre left, the manager personally saw him out, put his hand on Nafre's shoulder, wished him success in the debate, and said, "Please come to me in the spring. I want to sign a coal supply contract with you. "
▲ "A film with a lens"
With the global consumers' concern for environmental protection, the "disposable goods" that increase domestic garbage and may aggravate environmental pollution are becoming more and more serious in developed countries.
Japan's Fuji company's fist product-"disposable camera" seems to have the same fate. Therefore, Fuji finally decided to change the name of "disposable camera" that has been used for many years to "lens film". The company also allocated a huge sum of money to design a "recycling production line", in which 20 kinds of parts, including flashlights, can be recycled, but only one lens cannot be recycled. In this way, the "film with lens" has become a "non-disposable product" from the name to the essence, catering to the psychology of consumers.
▲ Fuel-efficient cars sell well in America.
Detroit is a famous automobile production base in the United States and is known as the "automobile city". But since the 1970s, Japanese cars have been selling well in the United States, and even more popular in the 1980s than in the 1970s. The reason is that there was an oil crisis in the 1970s, and the American public urgently needed small and fuel-efficient cars, which were made in Japan. On the other hand, Detroit failed to recognize the fundamental changes in the world automobile market. Some car manufacturers believe that it won't be long before oil becomes cheap and abundant again; Some people think that Americans will never change their pride in American big cars and buy small Japanese cars; Others have both views. When Detroit finally found itself facing a completely different new world, it was too late to design and improve cars.
▲ American hotels cater to Japanese tourists.
It is estimated that 3.3 million Japanese tourists visit the United States every year. They bring considerable income to the American tourism industry, which is even more important to the American hotel industry which has fallen into recession in recent years. In order to attract Japanese tourists, hotels and hotels have come up with their own ideas and new tricks.
To win over Japanese tourists, the most important thing is to understand the needs of Japanese people and do what they like. American hotels understand this and provide various services to meet the needs of the Japanese.
For example, in order to take care of Japanese eating habits, Retz-Carlton Hotel in new york provides a Japanese breakfast of $0/kloc-8.5 per person, including fish, Japanese soup and bread, and presents Japanese newspapers. Other hotels, such as the Stafford Hotel, adopt a similar strategy and provide additional services, including Japanese bathrobes, receptionists who can speak Japanese or translation equipment. The hotel has a special person to check in and check out. Some hotels go further and send people to pick them up.
▲ Use stars to make a fortune
In today's commodity world, countless people are racking their brains to win by surprise. A company in California, USA, has launched a new business. Anyone who pays $25 can name an unknown star in the vast galaxy with his own name. The company issued certificates to those who paid $25. In addition, you can buy a map of the star's position in space from the company. Of course, these pictures are all drawn casually, not according to the actual position of the specific stars. Although everyone knows that it is an illusory "sale", the result is that everyone is scrambling and the seller makes a lot of money.
The success of this company lies in their insight into people's desire to be "immortal" and "immortal", thus making the company look brand-new and become a powerful big company.
▲ Therefore, there are doubts.
The unsalable and overstocked goods are a big worry for businessmen. Businessmen at all times and all over the world have racked their brains and come up with all kinds of ingenious ways to sell goods, among which the Japanese "Fu Bao" is the most successful.
Japanese shops and department stores often sell "Fu Bao" after the Spring Festival or on auspicious days when shops are open. The price of "Fu Bao" is generally 100~200 yen. Although the price is reasonable, the reliability is not very great. Some stores often put unsold overstocked goods into "Fu Bao" to cheat customers. So people often complain to newspapers, although occasionally lucky people can buy higher value ones. Because you have to pay before you can open the bag, consumers have no idea what's inside before they buy it. Driven by curiosity, many people donated money for many times, so the business of "Fu Bao" is always good. Some department stores even launched hundreds of thousands of "Fu Bao" in one breath, making enough money.
Everyone has a voyeuristic curiosity. The more invisible things are, the easier it is to arouse people's strong interest in discovery. The popularity of Fu Bao in Japanese market is exactly what people want to see because they can't see it.
▲ American "patriotic goods" movement
The American "patriotic goods" movement has quietly penetrated into private consumers. The Buy American Foundation, an American social welfare volunteer organization, was established in the spring of 199 1, and the funds needed for the activities were donated by its members themselves. They regularly send letters of recommendation to customers, with the aim of promoting the use of American products by all people.
The president of the foundation said that in the process of expanding the trade deficit, Americans mistakenly thought that the quality of American goods was poor and any imported goods were better than American goods; In fact, there are many high-quality products in America. As long as after a fair comparison, it is found that the price and quality of American goods are equivalent to or better than those of imported goods, it is recommended to consumers for purchase. This is the purpose of the association's "Buy American" campaign. So far, the foundation has not made a formal advertisement, only occasionally seen in local newspapers all over the United States. However, seeing similar reports, the number of people asking to join the club has been increasing continuously, and unconsciously it has exceeded 1000.
Driven by the association, the movement of loving domestic products has now extended to other aspects. For example, Asian American mail order companies attract consumers by "monopolizing American excellent products"; Wal-Mart set up American product area in the market; Goodyear also added "the only tire manufacturer in the United States" to various promotional materials.