Grasp 20 human weaknesses and you will be an operation master

What weakness marketing does is to lead people to always be in need and never be satisfied.

"The spirit of the universe, the primate of all things" refers to human beings.

But in reality, human nature has many weaknesses: greed, fear, jealousy, laziness, lust, vanity, difficulty in resisting temptation, fear of loneliness, love of free things, emphasis on hierarchy, superstition of experts, worship of celebrities, and like to follow the crowd... All the weaknesses of human nature are being exploited and marketed by consumer society.

All marketing is weakness marketing, targeting our innate human weaknesses and acquired secular judgments. Think about your consumption because you are afraid of kidney deficiency, obesity, dark skin, illness, and falling behind; think about the discounted goods you grabbed in the e-commerce wars and the luxury goods you snapped up in Europe and the United States; think about your wardrobe that is always missing a piece of clothing and your feet that can't find shoes; think about your hands reaching out to Taobao and the endless express deliveries you receive; think about the things you bought after watching advertisements and celebrity autographs; think about your history of being fooled when buying a house and managing your finances - your weaknesses are marketed, your needs are developed, and your desires are satisfied, it seems like a win-win situation.

But why do you feel disappointed after consumption and regretful after your desires are satisfied?

Slavoj Zizek said: "We need to know what we want." And what weakness marketing does is to guide people to always have needs and never be satisfied. Thomas Sedracek, author of "The Economics of Good and Evil," said: "Dissatisfaction" becomes the engine that makes us progress and grow, but it also makes us an engine that is never satisfied.

Human nature is hard to change, but marketing is everywhere. In order to avoid becoming a victim of weakness marketing, you must have a strong heart and self-awareness. But when that happens, you will be able to successfully market other people's weaknesses, whether you are selling electrical appliances or values.

1 Free

Who wouldn’t be greedy for a bargain? As long as you have ever consumed something, you must have fallen into the trap of discounts and free trials offered by various merchants. Although everyone knows that there is no free lunch in the world, when you see something you might need under a sign like "clearance sale, free, big sale, 50% off", you can't help but get excited and agitated, and quickly convince yourself to make extra, excessive or advance consumption that you don't need.

"Buying a phone for free" is the most common marketing method that targets people's desire for bargains in this period of fierce competition in the mobile phone market. The word "zero yuan" has an exciting effect, enough to make some people forget that behind the zero consumption is that you need to pay for phone bills every month that you might not have used up otherwise. Is it cost-effective to buy a phone for zero yuan? Actually, it doesn’t matter. As long as you have this thought, you have been calculated by the merchant. Just accept your fate, no consumer can be smarter than a merchant.

2 VIP

In 1776, the United States took off the hat of a British colony and declared that all men are created equal. In the 1980s, Americans used the phrase "Very important person" as the title of an email. Since then, VIP has been widely used and people have been pulled back to the era of hierarchy.

In the business world, VIP originally refers to the 20% of people who create 80% of the profits. They are directly related to the rise and fall of the company and the jobs of the employees. Therefore, companies take good care of them and give them extra attention: bank VIPs do not have to queue; airline VIPs have separate lounges; QQ VIPs can "kick people out" at will in the game hall.

It is these "small privileges" that successfully satisfy the sense of superiority of existing VIPs and become a powerful tool for corporate promotions - subconsciously, people always hope that they are the privileged minority among the majority and rank higher in the social class. Merchants took the opportunity to play the role of evangelists, using value-added services as bait while instilling in customers that "VIP is not innate, everyone can become a VIP."

In 2011, a market research company conducted a survey on 500 consumers, of which 19% of the respondents had more than 5 VIP cards. In addition to the familiar monopoly industries, it also includes clothing, catering, beauty, KTV, and even shoe repair shops. 29% of the respondents admitted that they obtained VIP status by prepaying a certain amount of money; 35% of the respondents had made unnecessary consumption in order to upgrade to VIP. As the threshold is lowered, the number of VIPs is increasing, but the "small privileges" promised by merchants are becoming fewer and fewer, and even fewer can be fulfilled. "Inequality" is increasingly tending towards "equality", and "VVIP" has also emerged.

3. Hunger Marketing

Buddha said that there are eight sufferings in life, one of which is not getting what you want. However, how many people in the world can achieve the state of being free from desires and demands? Most of the living beings seek happiness in the midst of suffering and take suffering as pleasure. The more you can’t get something, the more you want it; the harder it is to get, the more thought you put into it. Many times, the process of "asking" has surpassed the result of "asking". The more difficult the process is, the more sense of accomplishment and happier you will feel after getting it.

Hunger marketing targets this mentality and caters to consumers’ preferences. Merchants intentionally reduce supply in order to regulate supply and demand, create the "illusion" of supply exceeding demand, maintain higher prices and profit margins, or simply to attract attention and increase popularity.

From Apple's product series and domestic blockbusters in recent years, we can see that the approach of hunger marketing is basically this: during the product development and film shooting stages, one burden after another is thrown out from time to time, or high technology is used as a selling point, or director auditions are used as a selling point, to win the continued attention of consumers. However, the most core things are kept strictly confidential: for example, the appearance design of iPhone 4 was strictly guarded by Apple for 30 months; "The Flowers of War" released many movie posters, but the back of the heroine did not appear until the last one. During this period, two supporting actors were fired for posting makeup photos on Weibo. Objectively, speculation about the core content is spread through word of mouth among the audience.

When consumers’ appetites are fully whetted, it is the best time to launch a product. Once the long-suppressed desires have a way to vent, people queue up at night regardless of rain or shine; even if the ticket price reaches a record high of 120 yuan, every show is sold out.

4. Chest

All erotic marketing tactics are to use the most direct sensory stimulation to make you spend your money. The problem is that in China, the communication path of most erotic marketing is only related to eroticism - when "eroticism" completely attracts people's attention, the brand becomes a supporting role.

With some luck, you may be able to attract attention and create public opinion in a short period of time, and even become the center of attention at a certain stage. However, in the long run, it is of no help to business. When a brand can only gain attention through naked erotic marketing, you can imagine how weak it is. We know that the Beijing Auto Show did not leave a single memorable new car, only the image of a busty middle-aged woman. There are hundreds of exhibitors at Chinajoy, but the most common photos are of showgirls born in the 1990s with baby faces and big breasts. Countless online games use erotic words to attract you to download, but most of them can be classified as low-quality online games .

To take a step back, good erotic marketing requires a technical threshold - it would be fine if you can't make it interesting, humorous, or even elegant, but why can't you even pass the basic aesthetic test? The girl in the hard drive has raised the Chinese people's appreciation of eroticism to a very high level. Haven't the Internet promoters noticed? Please take out the CK and Durex advertising posters and learn about composition, creativity, makeup, body posture and the most basic exposure.

5 Sensational

It has to be admitted that the invasion of success studies into your country has penetrated deeply into its fabric, so don’t be surprised that such sensational advertising slogans as “Men should be harder on themselves” and “If I don’t do well, I won’t come back” are regarded as classic copywriting and widely circulated. Of course, there are even more tear-jerking ones, such as the following sentence - "I will regard you as the partner and love of my life... regard you as my faith, never leave you, and never be separated from you, from this moment on until forever, I am willing. XXX degrees, one more degree of love." Why does a sports brand's advertising slogan have to be the same as a wedding vow? I don't know if I've been touched enough by "Moving China", isn't that enough to inspire you?

Let’s take a look at the advertising slogan of another master of sensationalism, Vancl, “I believe that if I persist, I will win. I do this just to prove myself and to prove my strength to the world. I am Luodan and I am also Vancl, and I just want to be with you.” Obviously, this is the smarter approach. It is also sensational, but it calms down the big stars so that you really feel that they are ordinary people. It does not stupidly pump you up with success stories, nor will it pounce on you ferociously and overdraw your emotions. It just allows you to resonate with its plain and powerful words and thus move you. From a commercial perspective, this is a sensational story that goes straight to the heart, and its level is much higher than those two Jinjiang brands. Of course, this also means that the probability of you being marketed to is greatly increased.

6. Clickbait

What is this - Pavlov believed that asking questions is human instinct. Curiosity, which arises from the rational brain, expresses the human desire for knowledge. In general, this is a positive desire that enables humans to acquire more knowledge and information and constantly adapt to changes in the living environment during the evolution process. However, a Western proverb says that curiosity kills the cat. In many cases, if curiosity comes at an inappropriate time or is excessive, it will cause trouble to others and oneself, and at the very least it will be exploited by the clickbait headlines.

The term "clickbait" originally referred to certain Internet users who used various creative titles to attract the attention of netizens and gain clicks . Usually the content of the post has little to do with the title, and netizens often feel cheated after reading it. The reason is that it takes advantage of people's curiosity and accurately grasps the preferences of most netizens. For example, the title of a news item on a certain website was "Li Xiang was forcibly dragged on the street", but the actual content was a picture of a person dragging on the ground, holding a large promotional paper bag with Li Xiang's endorsement printed on it in each hand.

Nowadays, clickbait is not only found on the Internet and in media news. Strictly speaking, all advertisements and business promotions are suspected of clickbait, and real estate is the hardest hit area. The famous real estate advertisement "Buy a house and get furniture for free" actually just means helping the owner transport furniture; the "first-line river view" can only be seen by leaning out of the balcony; the "wide view" implies the top floor, while "easy access" refers to the first floor.

7 National Brand

Just like the popular saying on Weibo now, “If you don’t forward this, you are not a Chinese”, almost all home appliance brands in the 1990s played the national card - Changhong’s slogan was “Serve the country with industry and take national prosperity as our responsibility”, Haier’s slogan was “Haier Made in China”, and Skyworth color TV simply said “Skyworth Loves China with Heart”. In that era when "China can say no", these brands were almost all very successful. However, more than ten years later, when people's choices became simpler, these brands began to give up and abandon national brands.

Instead, another industry has begun to frequently play the "China" card. The first one was Wahaha, which directly described its cola as "China's own cola" - as if Chinese people should not drink other colas. Then, it exaggerated a common business dispute into a confrontation between domestic and foreign capital, and successfully forced Danone to retreat and seize the initiative. Afterwards, people looked back and were surprised to find that the spokesperson of this national capital had a US green card. Another oddity in the beverage industry is Mengniu, which could initially be regarded as a successful business case of a national enterprise, but later on, it brought shame to the "national brand" several times, forcing people to buy foreign milk powder. In 2008, after the melamine crisis, this company had a chance to die with dignity, but Niu Gensheng once again wrote a tragic "Ten Thousand Word Letter", saying, "Some overseas capital tycoons are ready to move, making up lies and waiting with their mouths open..."

Everyone knows the result later. Mengniu did not die, but consumers suffered.

8 Foreign Experience

Ajisen Ramen, Pezhi Colostrum, Shine Milk Powder, Ausnutria Milk Powder, Biostime, Carslan Cosmetics, Kaltendon, Erke, Kuchi Coolpad, Alpina, Bosini Cabinets, Oden Flooring, Nicefeel Home Furnishings, Ochirly, Rebecca, Mark Fairwhale, Manyanu, Xiangwushi Audio, Camel Shoes, are all domestic products.

Why do Chinese products like to give themselves foreign names? So fashionable. Look at how after Annie Baby broke up, she immediately bought a box of fashionable Haagen-Dazs, "wrapped it in dry ice, held it carefully in the taxi, and then kept crying, thinking sadly: Where is the person who loved me? I am left alone to enjoy this beautiful and expensive food."

Guo Jingming once went to Hangzhou to play in a fashionable way. "I went to visit the home of a very rich friend of mine (let's call him Xiao K). His home is a villa with a very large swimming pool in the courtyard. He invited many friends to play together that day. Xiao K and I applied sunscreen elegantly and put on big Prada sunglasses. I wore D&G swimming trunks and he wore Gucci swimming trunks. The two of us leaned against the edge of the swimming pool. On the water beside us floated an Armani tray filled with various imported fruits..."

Teacher Zhang Yazhe used to watch 2046 on the satellite TV movie channel. "Zhang Ziyi's nail polish, Carina Lau's thick makeup, Tony Leung's signature sly smile, and the deliberately revealed wrinkles at the corners of his eyes made people experience Wong Kar-wai's brutal bourgeois torture again. Thank God, the music is still Bossanova-style, and the tone is still the style of Doyle's 30-year-old Lan Kwai Fong Hangover. The ending of In the Mood for Love's Khmer Angkor Wat has made all Wong fans feel like they are in heaven."

The moon in foreign countries may not be round, but foreign names must be incomprehensible yet look very high-end. Why are there always so many people who buy, love and chatter about everything that is foreign or seems foreign for no reason? It’s nothing, he’s just pretending.

9. Life Outsourcing

We are all very busy. Because of work, we don't have time to cook. We didn't have time to wash the dishes because we were catching up on the drama. Because of the games, we don’t have time to take care of the children. We had no time to clean the room because of a party with friends. We sit on the sofa, huddled like a potato with snacks in our hands, watching the cleaning lady, babysitter, restaurant takeaway, and designated driver busying about in our lives, coming and going.

But that doesn't matter. In 2005, after reading "The World Is Flat", Jacobs, chief editor of the US edition of Esquire, made up an autobiography of the "Outsourcing Emperor": he found an Indian outsourcing company and asked this responsible outsourcing team to help him check manuscript information, send gifts to his wife, buy daily necessities from online stores, buy toys for his son, pay mobile phone bills, send emails to his boss, arrange birthday parties for his wife, reject work requests he didn't want to pay attention to, complain about American Airlines, write emails to care about his parents, apologize to his wife, and compile his own Wikipedia. Finally, the "outsourcing emperor" outsourced his family, children, and work to strangers in India on the other side of the world, and complained that once these strangers failed to help him order a takeaway from a nearby restaurant.

All the troubles of living have been outsourced by this "outsourcing emperor". Even writing this autobiography makes him feel bored - he might as well outsource its ending to Indians. From then on, the "Outsourcing Emperor" lived the life that many people dream of: drawing the curtains, hugging potato chips, sinking into the dim and soft center of the sofa, entertaining himself - this is the ultimate form of outsourcing life. Let us maximize our laziness and hand over our bank cards, home addresses, workplaces, colleagues, friends, shopping tastes, and eating habits to strangers who can solve all our problems. Then the "outsourcing emperors" can live like invisible people, and everything will be fine from then on, except for the worries.

But in the end, I just have one small question. Perfect outsourcing company, I am so tired of my laziness, can you help me outsource it?

10 Celebrities

After seeing Takeshi Kaneshiro drinking a bottle of green tea in a very cool manner, we were eager to try it. After seeing Daniel Wu look radiant with just a little bit of skincare products, we were eager to give it a try. After seeing Fan Bingbing look radiant with just a little shampoo, we were eager to give it a try. After seeing that Faye Wong can look ten years younger by drinking a little milk, we were eager to try it.

Television, records, and magazines have made us familiar with celebrities’ expressions, their lives, their joys and sorrows. This makes us feel like we all know each other well - some things that only friends know about celebrities become "we all know" when it comes to celebrities. But do we really know Takeshi Kaneshiro, Daniel Wu, Fan Bingbing and Faye Wong? I really don't know that skin care product ads are photoshopped, that Takeshi Kaneshiro doesn't necessarily drink green tea, and that shampoo can't make hair black, shiny and smooth?

We all know that Michael Jackson, who advertised for Pepsi, didn't drink soda at all, that Penelope Cruz used fake eyelashes in her mascara commercial, and that the gold ring endorsed by French TV host Daniel Gilbert will not bring you good luck even if you wear it for your entire life. We know the "advertising king" Mr. Hou, and we also know Jackie Chan, the "man who can destroy everything": the Subor learning machine he endorsed went bankrupt, the boss of Aido VCD went to jail, Fenhuang Cola and Kaidi cars could not be sold and disappeared, Bawang anti-hair loss product was found to cause cancer, and Si Nian dumplings were even found to contain deadly Staphylococcus aureus - these are brands they would never use, just like the skin care products endorsed by Hollywood star Cher, which she herself never uses.

Maggie Cheung's face is not the result of applying Olay, and Michelle Reis's beauty is not because she owns L'Oreal. However, whenever we are faced with decision-making difficulties, we will still trust the very sincere celebrity portrait on the product packaging - because among the endless unfamiliar products on the shelves, the only thing we recognize with our eyes that are already tired of distinguishing is the celebrity's face.

11 Online shopping addiction

Fast, convenient, low-priced, complete, limited edition, 24-hour online... No matter what positive meanings online shopping was given when it first appeared, today's "Internet slaves" can only interpret it in one sentence: wasteful, wasteful, and super wasteful.

This is how the addiction to online shopping is cultivated: you may never patronize the supermarket more than 50 meters away from your residential building, because the daily necessities and snacks you stockpiled on Taobao will never be sold out within one or two years; you never move in the face of shopping mall discount seasons, because the vigorous promotions on purchasing agent websites are the real temptation, and several times of mismatched goods cannot extinguish your enthusiasm; you always have to book your dinner parties three days in advance, there is no way, who asked the group buying website to have such a crappy rule; the air fryer you bought from the e-commerce website has been gathering dust for years, and half a shelf of new books have never been opened... Although every credit card settlement day you wail "I want to cut off my hands that keep swiping Taobao", you find out that "I turned out to be the Thousand-Armed Guanyin" - you still slack off at work, constantly searching for new keywords, refreshing the order logistics over and over again, waiting for the courier to make your phone ring. Online shopping is a pitfall, and everyone suffers from shopping obsession.

12 Brainwashing

Although the Melatonin advertisement has won the "Ten Worst Advertisements" award for five consecutive years since 2000, everyone has remembered that "I will not accept any gifts this year, only Melatonin." In 2008, Hengyuanxiang, which had been repeating the same business for decades, managed to carve out a path forward despite the scandal of pornographic photos: in that year, except for photographer Chen, we all remembered "Hengyuanxiang, sponsor of the Beijing Olympic Games" and the order of the twelve zodiac signs. Chen Baoguo's three-fold repetition of "Chinese New Year wishes for auspicious years", Fu Disheng and Ren Jing's one-on-one slogan "Wash for better health", and the whole family's slogan "Give your intestines a bath!" have also appeared frequently on video terminals covering buses and subways, bombarding the rubber man with an empty brain tirelessly - advertisers firmly believe that "a lie repeated three times becomes true", which gives us a chance to breathe: fortunately, they won't come a fourth time.

Hengyuanxiang's marketing department once said: "We would rather be scolded than forgotten." People who are used to hearing its slogans obviously do not live up to its expectations: every year, the products rated as the top ten worst advertisements sell particularly well. This is not surprising. Chuck Palahniuk said it in Fight Club: "A group of strong young men and women want to devote their lives to something. Advertising has made these people pursue cars and clothes they don't need. Generation after generation has been doing jobs they hate, only in this way can they buy things they don't really need." In the movie version, the protagonist also analyzed you and me very clearly: "What are you and me? We are consumers, and our minds are full of material things. I don't care about homicides and poverty. I only care about celebrity magazines, 500-channel television, whose name is printed on my underwear, hair growth products, Viagra, and diet pills."

Money still needs to be spent, gifts still need to be given, and the worst advertisements still need to be searched for and viewed before being criticized. The most enjoyable thing in the world is to use money to travel the world of consumption, buy whatever you remember, just for the sake of happiness - and then, don't think. Thinking will ruin it all.

13 Hype

In "The Crowd", Le Bon proposed that "the crowd is blindly obedient." In a group, individual talents and personality are weakened, and the group often shows impulsiveness, impatience, lack of long-term planning, exaggerated and simple emotions, credulity, and susceptibility to suggestion. This phenomenon is described in economics as the "herd effect". A herd is a very scattered organization, but once a leading sheep starts moving, the other sheep will follow without thinking, regardless of whether there may be a wolf ahead or better grass not far away.

The most common place where "herd"-style blind obedience occurs is in the financial market. Inexperienced investors are likely to blindly believe in so-called experts, authorities and insider information and blindly imitate others. Even if the judgments and information they obtain are rational and accurate, the influx of such a large "herd" will overturn the balance of leverage due to the amplification effect and contagion effect. Just like in 2007, when Wall Street was hit by the financial crisis, the Chinese stock market surged to 6,000 points, and vegetable vendors and cleaners were talking about funds. The result was already obvious. In fact, large institutions have already withdrawn from the market, and it is always the retail investors who are trapped.

Just because the media made a mistake, they named Zhang Wubon, who only knew a little bit about health, as a "health expert". Even though his claim that "mung beans can cure all diseases" was contrary to common sense, it did not prevent his book from selling 3 million copies in half a year. Mung beans have become a must-buy item for many consumers in the vegetable market, with the price ranging from three to five kilograms to dozens of kilograms. The price has been pushed up continuously. A brand of mung bean and licorice soup named by him is sold for 138 yuan. Of course, the merchants are laughing behind the scenes.

14 Brands

The definition of vanity in the Modern Chinese Dictionary is "superficial brilliance". The pursuit of "superficial glory and illusory honor" is a common human character weakness that no one can escape. It so happens that famous brands possess both the superficial "beauty" and the "nobleness" represented by their inherent high value, satisfying women's dual vanity of beauty and wealth. Therefore, almost no woman can escape from famous brands - wearing famous brands, carrying famous brands, and in the mirror, women can feel themselves connected with the female stars in those advertisements, with the beautiful and high-end life depicted in fashion magazines, and even with those famous women in the corners of the famous brand's historical allusions, and feel that themselves in the mirror have instantly transformed from a black chicken into a phoenix.

Just as the book “Luxury Brings Wealth” said – brand-name luxury goods used to be the exclusive preserve of the nobility, but today they have become a popular fashion. The reason why famous brands are popular among the public is that they can give you the illusion of becoming a noble in an instant. The reason why Hermès has stood out among many famous brands in recent years is that it has successfully and completely created a low-key princess-style luxury. Low-key luxury only appeals to the vanity of those who are trying to be low-key.

15. Low self-esteem

The most provocative underwear advertisement in history comes from a vulgar romance novel: Scene 1, the heroine has been secretly in love with the hero for a long time; Scene 2, the hero finally asks for a one-night stand; Scene 3, the heroine slaps the hero twice in excitement; Scene 4, the heroine cries loudly at home late at night and smashes the wardrobe to pieces - voice-over: "Why don't I have a bra that can be worn on stage!!!"

As long as we know how to focus marketing on human inferiority complex, all peripheral products related to the two sexes will be half successful. This is why the magic condoms that can "instantly turn A cup into C cup" always have hot sales, and the condoms that "let you last another 4 minutes" have long been regarded as success stories.

These marketing methods are like magic wands - the core concept of weight loss ads is: "There are only two kinds of women in the world, one is beautiful and the other is fat"; toothpaste ads no longer shout the old-fashioned "no cavities", but have changed to "keep the fragrance and you will never worry about no one loving you"; chewing gum ads have a wicked smile: "Beautiful women will no longer frown at you." You may not admit your little thoughts of making a comeback overnight, but the moment you reach out to the shelf - hey! You have been exposed.

16 Sky-high Price

Sky-high priced mooncakes, sky-high priced cars, sky-high priced houses, even sky-high priced pickled mustard tubers... these days, everything can have a sky-high price. Merchants firmly believe that the mentality of many consumers is: they don’t seek the best, but the most expensive. Therefore, they have occupied the price commanding heights of all kinds of commodities, constantly emphasized the significance of face, magnified the invisible value of face, and waited for those who were willing to take the bait.

Comparison is everywhere. In life, each of us secretly gives ourselves a consumption positioning, but the highest benchmark often affects our decisions and raises our standards. We always lose our self-awareness in the process of looking around and comparing ourselves. When we get excited, we jump like high jumpers to touch a high line that we cannot reach.

A few years ago, the marketing slogan of a certain sky-high priced house was – “Dedicated only to outstanding people in the top world.” Its target sales group was certainly not people in the top world, but rather wealthy Chinese people who were trying to enter the top world and complete an illusory “carp jumping over the dragon gate.”

17 Supreme

When you get angry at VIPs who keep cutting in line at the bank, you will understand how true Orwell's words are - "All animals are equal, but some animals are more equal than others." It’s just that in the past it was political power that made people “more equal”, but now it is commercial means that make people “more equal”.

All brands see this. Therefore, banks have to set up countless credit card levels, such as ordinary cards, gold cards, platinum cards, black cards... You have to upgrade like passing levels and killing monsters; real estate developers have to emphasize "luxury", "supreme", "admired by all, just because you enjoy this seat", and the best case names will make you tremble - such as "Diaoyutai No. 7 Courtyard"; luxury car brands not only have to create limited editions, but also "exclusively for China"; luxury goods must tirelessly emphasize "handmade", although it is very likely that it was produced in a factory in Dongguan; even fast fashion brands have to cooperate with well-known designers, so that you can get the superiority of "limited edition" under a limited budget...

You really gain some sense of superiority, perhaps even a lot of privileges, and then you fall into the "fatal illusion" and cannot extricate yourself.

This is the marketing method that best suits China's national conditions.

18 One-stop

"FamilyMart is your home" - these six words, without any wordplay, eventually became the famous advertising slogan of Taiwan's FamilyMart convenience stores. Just like the essence of convenience stores, which focus on "daily" signs, they are plain and are the easiest to cultivate consumer habits. In fact, it also has the first half of the sentence - "Always by your side all year round" - this is the core strategy of convenience store marketing: providing maximum convenience in life at all times and everywhere.

When it comes to attracting consumers with "one-stop shopping", 7-Eleven, the originator of convenience stores, has long worked out a set of rules of the game: focusing on residential business districts, while taking into account office business districts and station business districts, it has almost blocked off all places frequented by students and white-collar workers; selling regular brands of bread, snacks and beverages, and also launching rice balls, oden and cooked food bento combinations according to local tastes; selling daily necessities, but mainly single-person or travel packs... A developed convenience store also provides all-day services such as paying water and electricity bills, calling taxis, making hotel reservations, purchasing movie tickets and park tickets. In the context of the popularity of otaku, Japan's 7-Eleven's latest business is: even a pack of instant noodles can be delivered to your door.

The convenience store model works well, otherwise there wouldn’t be so many TV shopping channels and online direct sales malls following suit and promoting the concept of “new one-stop shopping”. However, the more easily you are tempted to shop because of "convenience marketing", the more likely you are to fall into troublesome shopping traps.

19 Social phobia

The Social Anxiety Association of America points out that about 7% of people worldwide suffer from social anxiety disorder, and about 1 in 10 people in China suffer from social anxiety to some extent. Social interaction is the weak point of modern people, and social networks came into being based on this weak point.

Obviously, the biggest selling point of various social networks is to satisfy people's social desires in the virtual online world. Many years ago, a British poet lamented that "no man is an island, every man is a part of the continent", and social networks tell you that you don't need social skills, you don't need to cross physical and psychological distances, just with the tap of ten fingers, you can easily connect a piece of land into an empire. It is said that as long as you are willing, "non-contact" social interaction can account for 80% of human social interaction.

On the one hand, you enjoy increasingly easy socializing in the virtual world, but on the other hand, you feel increasingly indifferent and speechless when facing your loved ones. People's social skills are formed little by little through interacting with others from childhood to adulthood. Without the accumulation of social practice in reality, the result is that those social maniacs in the virtual world are often social idiots in reality.

20 Lifestyle

IKEA is a lifestyle - it sells simple and environmentally friendly DIY products, pastoral cotton fabrics with small floral patterns, and it represents the "happy and simple Swedish style", an organic lifestyle that is "full of sunshine and fresh air, yet restrained and authentic". MUJI is a lifestyle - it sells original ecology and natural views, the simplicity and rusticity that are "highly praised by people of taste", and the fresh and refreshing saying that "MUJI is not so much a brand as a philosophy of life". Uniqlo is a lifestyle - it sells simple designs and basic versatility, and it is a group segmentation method of "sticking to my own thoughts, ideas and actions".

Marketing guru Philip Kotler once said: What Starbucks sells is not coffee, but leisure; what Ferrari sells is not a sports car, but a driving pleasure and nobility that is close to madness; what Rolex sells is not a watch, but a feeling of luxury and confidence; what Hilton sells is not a hotel, but comfort and peace of mind; what McKinsey sells is not data, but authority and expertise. Any brand can become trendy, flashy and high-end as long as it is associated with “lifestyle”, and instantly lead the fashion trend. No matter how much of a lifestyle is a lie, the point is - you and I both fall for it.

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