One-night stand mode and the best choice for underwear brand marketing new brand

Whether you are happy or not, one-night stands are becoming more and more popular. The attitude toward one-night stands also becomes more and more tolerant with the open development of society and the diverse emotional needs of people. The proliferation of one-night stand is not stopped because of the injury of a particular party. Instead, it is out of control with the development of emotional contacts and the emptiness of the mind and body.

For the benevolent who sees the wisdom of the wise man, sociological psychologists study its purpose: the root causes of an at night and the impact on individuals and society. The study of the one-night stand by brand managers is to study the impact of consumer psychology and behavioral patterns on brand communication, and then to focus on brand communication, make small brands bigger, and make bigger brands stronger.

This is not because brand managers are full and have nothing to do. They are absolutely professional. Very simply, managing a brand is like running a relationship. The consumer behavior of the brand is largely a kind of emotional consumption. Studying the one-night stand mode, multi-night stand mode, husband and wife mode, second milk mode, lover mode, and fast food mode is crucial for brands to adopt different modes of communication for different groups at different stages in order to achieve maximum consumer benefits.

One-night stand mode: the best choice for new brands

Almost all brands attempt to form a couple or a permanent lover with consumers. But that is unrealistic. Will consumers be willing to marry you and come to an end? Couple mode is only wishful thinking of the brand owner.

Let's first look at several relationships between consumers and brands:

Couple mode: Consumers are extremely loyal to a certain brand and only choose a certain brand for the consumption of that category of products.

Lover model: Consumers regard the brand as a confidant and a lover, and believe that the brand understands him and meets him and meets his needs for survival, communication, and career. However, the brand can not meet all the time and space requirements of consumers, and there are alternatives for the brand at different time and place.

The mistress model: Consumers often find “milk mistresses” after the brands at other places are not fully satisfied. However, compared with the brands that have formed a strong "couple" relationship with consumers, the "mildmilk" brands have occasionally received the favor of consumers, and more time is spent on "exclusive independence."

One-night stand mode: At certain times and moments, the brand attracts consumers at a certain place. The consumers are eager for action. After that, the brand is no longer in touch with the brand because of many reasons. It becomes a one-night stand.

The multi-night stand mode: After a one-night standout between consumers and the brand, they couldn’t stop eating, so they once again attacked and became a “multi-night stand”. The result of many-night stands is that some brands become consumers' permanent lovers and even become couples. Some brands gradually became strangers.

Fast food model: "Fast food" is another name for one-time payment behavior. When consumers are not satisfied with a fixed partner (weariness and aesthetic fatigue) and one-night stand is temporarily unavailable (without a better alternative brand), they try to “eat fast food”. A large number of brands have survived because consumers “eat fast food”, just as many “Miss” have a source of continuous life. Fast food is good, but not much to eat.

From the relationship model between the above consumers and brands, we found that: The husband and wife relationship is the most rigid, but it is the most difficult. The fast food model is the least difficult, but the “emotional premium” that consumers get is also the smallest, not the brand’s most desired mode.

For the new brand, the top priority is to quickly attract consumers' attention and goodwill, and to contact the consumers as soon as possible in the media, access, and terminals to gain the opportunity to purchase and consume. As a result, one-night stand mode became the best choice for new brand communication.

Couples, lovers, mistresses and multi-night stand models all require long-term understanding and communication, which is definitely a disadvantage for new brands. How to dress up yourself and how to best display their attractive temperament to attract consumers to create a one-night stand impulse is the subject that brand managers and advertising planners have to study. In the process of brand communication, analyzing the psychological, emotional, lifestyle, and consumption patterns of one-night standers (consumers) in order to use different one-night stand mode for induction is the issue of execution and the most critical focus.

One-night stand mode and brand communication

1. A love-seeking and affectionate? One-night stand consumer study

The purpose of the “one-night stand” consumer research is: to study why there is a one-night stand phenomenon in the consumer field. Which consumers may have a one-night stand, at which stage of the same consumer is the most likely one night stand? What are the psychological and behavioral patterns of these consumers? How does a brand call (resonate) with this consumer?

From the basic framework of consumer buying behavior, consumers are first affected by the external environment (culture, subculture, social status, reference groups, family, media, marketing activities), and then they look for consumption information according to their own experience and lifestyle. In the process of seeking, it is influenced by the internal self-environment (perception, memory, motivation, personality, emotions, attitudes). The consumer then evaluates and selects the consumption information and promotes purchase and consumption.

From this process of consumer behavior, there may be a one-night stand for consumption in all aspects. From the motivation of the consumption of a night stand, it is mainly due to people's growing living standards, emotional needs and increasingly rich brand products. In the face of increasingly more and more explicit temptations, faced with the consumption inducement of thousands of times in advertising, the temptation to become more and more irresistible in the marketing activities, consumption in the environment where there is no legal requirement that consumption must be specific, Naturally, it is impossible to stop the temptation, naturally willing to try (one-night stand). The one-night stand in sexual behavior is still risky, and the one-night stand in the consumer field is not only without risk but only with style.

The influence of external cultures and subcultures will allow consumers to have more and more open ideas about consumer behavior and brand culture, so that they have the means to understand more brands and possibly consume it (one-night stand). The influence of social status and reference groups makes consumers choose brands for contact. Not to mention the influence of media and marketing activities, this is often the fuse that leads consumers to become passionate about branding. In the process of searching for a one-night stand, consumers are bound by the motives, personalities, emotions, attitudes, knowledge, and experience of individual factors. This requires the brand to find the “emotional frailties” of consumers in the process of dissemination, so that Consumers quickly call.

In general, consumers with changing personality and new things tend to have a one-night stand. Old-fashioned and conservative consumers are not easy. People who care about the brand are prone to have a one-night stand, while those who do not have a good brand are not easy. The brand's light consumers. Or it is easy for a divorced person to create a one-night stand, and a brand loyal person is not easy; in the fast-moving consumer goods field, it is easy to have a one-night stand, and the luxury goods field is not easy.

In general, young people and women are prone to have a one-night stand for brand consumption, while mature men are not easy. Consumers in the food and clothing stage tend to be one-night standners, and even well-to-do families are eager to try. The rich are not easy.

In general, the demand of brand-consuming one-night standers believes that existing brands cannot meet their own needs. Diversified consumer needs are not new brand experiences. In addition to their loyal brand “Red Flags,” they can allow other brands to “flags float”. With the wind".

Usually, consumers are growing, the environment is changing, and the odds of a one-night stand are parabolic. That is, when the consumer's economic strength is weak, the consumer's environment is poor, and the brand types are few, there is no choice. The possibility of one-night stand is very small. With the expansion of consumer purchasing power, the expansion of brand categories, and the improvement of the consumer environment, the possibility of a one-night stand suddenly rises, and once the consumers form a relatively fixed consumption proposition and brand hobbies, the odds of a one-night stands drop.

2. One-night stand type and brand communication.

1) "Encounter" type: focus on the moment of a good feeling

Such a one-night stand is generally unintentional, mostly encounters at a particular occasion, feel each other, and then call, wiping out sparks. Such a one-night stand person does not regard loyalty and loyalty as tight spells, and often pursues the beauty of the momentary feelings. At the same time, he does not regard the one-night stand as a special outlet for venting, rather it lacks abuse.

Similarly, brand consumption “embarrassing” type “one-night stand” is accidentally touching a brand on a particular occasion, either on television, in a newspaper, in a shopping mall, or in an event or place. At that time, the brand attracted consumers with distinctive features and made consumers feel bright. They thought that it was different from the brand they had previously consumed. It may be better and worth a try. When the brand expressed goodwill to consumers (such as advertising, promotions, trials, awards, etc.), the one-night stand for consumers and brands would be logical. Consumers at this time still have their own favorite brand, but in this particular environment at the moment, he is willing to consume the brand, consumers are also in the pursuit of a moment of beauty. For example: Lao Li is not critical of shampoo products and has been using Head & Shoulders. One day she suddenly saw on television that Jackie had advertised a fighter shampoo and suddenly realized whether she could use this shampoo for a long time. The weekend and his wife went to the shopping mall, just took off the shampoo in the promotion activities, as well as consumers to say, but also to buy one get one free, so Lao Li bought the product, looking forward to it brings you a new feeling: prevent off .

The "even encounter type" one-night stand consumption model is actually the most common. This is also the most important marketing link for businesses. In the brand communication, how to skillfully display the unique selling point of the product (USP), how to express this selling point in a pleasing situation, resonate with the consumers in the mind, and quickly break through the brand consumer's willingness to consume the brand This requires the brand communicators to work hard in advertising creative planning, marketing, and promotion.

In view of the occasional type one-night stand consumer who does not regard loyalty and loyalty as a tight curse, brands, especially new brands, should focus on spreading brand new: new functional attributes, new lifestyles, new emotional experiences, new identity symbols, New role positioning, new value proposition. At the same time, these new elements are compared to the old elements in an advantageous way and are linked to consumers.

In view of the occasional type one-night stand consumer who tends to only pursue a momentary good feeling in the event of a night stand, the brand should continue to give the consumer real value in terms of product attributes and later dissemination, in addition to the excellent product quality. , but also in the dissemination and rendering of the brand culture, a steady stream of benefits to the consumer support, so that it can be transformed into a brand of lover or husband and wife relationship.

2) "fishing" type: do attractive fish waiting

The "fishing" type one-night stand person has the intention of having a night stand, but it is not strong. Usually, they linger in cafe bars, in the chat room, hanging in the MSN or qq, once the target appears, immediately pull the rod, if the fish is acceptable, they try to install it into the fish. Such one-night stands are growing geometrically, which greatly promotes the development of the entertainment industry, IT industry and hotel travel industry.

Similarly, brand-consumption "fishing"-type "one-night stand" people also have a desire to have a night stand, but not strong, they have their favorite brand, for the time being can not completely give up. But perhaps the temptation is not enough, maybe there is more heartbeat; perhaps the need for the heart has not yet been fully released and an export is needed. Such consumers are still looking around in search of new goals and different brand experiences when the original loyalty brands are not fully satisfied. On the surface, they are not very deliberately seeking after their quiet actions. They are looking and waiting. Once a certain brand just catches their eyeballs and evokes the desires and desires of their hearts, they will not hesitate. Experience. For example, a consumer already owns a bank’s credit card. He can own a car. He feels that the credit card does not give him enough convenience, but there are no substitutes. Suddenly found that the Construction Bank's Longka car card has many conveniences such as refueling, car washing, annual inspection, and insurance in the automotive life. He did not hesitate to choose Longca.

In view of the "fishing" one-night stand consumer's greatest specificity is the desire and demand for a one-night stand, our brand management should recognize for the first time that this is a business opportunity. Objectively speaking, no brand can own all consumers, and all consumers cannot consume only one brand. Therefore, it can be said that most consumers are in the "fishing" state. Even those world-renowned international brands do not dare to ignore the anglers. Because if your consumers are caught by other brands, re-release may be very small. Successfully caught a new fish and added a few more chips.

In view of the "consciously waiting" nature of "fishing" type one-night stand consumers, we must pay attention to branding an attractive fish when branding. How many fish in the water, why does it mean you? From the perspective of advertising, first of all, let consumers see or feel fish through the water, and it is a big fish. Therefore, our broad appeals should not be bashful. It is not appropriate to disregard the girls in their darkness, pay attention to the effective arrival of media choices, pay attention to communication strategies in terms of creative performance, and pay attention to the convenience of contact in terminals and pathways. To put it plainly, it is better to swim in front of the consumer's hook (passage) and bite (promotion).

3) "Aesthetic fatigue" type: He stimulates him

“One-night-beauty fatigue” type one-night stand person originally had no desire and demand for a one-night stand, but people around him could no longer provide feelings of freshness, satisfaction, and sense of security. Then they desperately sought for outside stimulation. Such a one-night stand person pursues freshness and is an alternative feeling. He (she) does not necessarily betray the original partner, but the partner is a pity in their love life and physical life. Such a one-night stand person is very likely to have true feelings, and once the conditions are ripe, it will be "really effective."

Similarly, brand-consumption “aesthetic fatigue”-type “one-night stand” people often have their own fixed loyalty brands, but the brand can not meet its growing demand for use and emotional value. New times, new occasions, new identities, and new self-assertions have made the brand obsolete in the minds of consumers. So consumers will look for the next consumer. Quite simply, a newly graduated young man who owns a Chery QQ car may be satisfied, but when he reaches the age of 30, he feels that only a car like the Passat is suitable for him, and when he accidentally sends it, his The ride will soon become Mercedes-Benz or more advanced.

The biggest characteristic of the "aesthetic fatigue" type "one-night stand" consumer is fatigue, so the brand communication should give them the stimulus and the biggest stimulus. How to stimulate? One must grasp the cause of its fatigue. Is the lack of product attributes or poor brand image? Is the brand ageing badly or is it lacking in self-innovation? The second is to provide stimulation points and hit its sensitive parts. The original brand can not meet the use, I can; the original brand can not make you fresh, I can; the original brand can not fit your identity, I can; the original brand can not let you self-value, I can ... ... three Grasp the scale of the stimulus, because the “emotional fatigue” one-night stand person is already not weather-being, it should not be too artificial in front of it, which in turn allows it to retreat; nor can it be superfluous, so nothing happens.

4) "Junkie" type: let him drunk in front of my bottle

Such a one-night stand person treats the one-night stand as a meal, and eats one meal without hunger. They are professionally or amateurly cruising in places prone to a one-night stand, packing and arming themselves, using telescopes, shotguns, and hounds to wait. Once the target emerges, it swoops past and uses all the stops to complete the hunting process. The "addict"-type one-night stand person is characterized by many times, high frequency, and no true feelings.

Similarly, the one-night stand person in the “junk” type of consumption in the consumer field almost completely gave up the original brand loyalty or the brand that had never been liked before. They are waiting, looking for, expecting a brand that meets their own needs. Once there, it will try, and if it does, it will immediately change the brand. For example: Boby is a young man who is simply smoking and drinking. He smokes different brands of cigarettes almost every day and drinks different brands of beer. He said: Every cigarette has a life, and of course, each brand has a different taste. I almost smoked all the domestic brands of cigarettes. There are also many domestic brands. I tried every brand of each brand. After that, they should be kept in my room and then introduce their different tastes to their friends. I feel like... I think, when I finished smoking, I would quit smoking and stop drinking.

For another example: Miss Camity is a young white-collar worker. She likes to socialize. On different occasions, she has strict requirements for shoes. When she went to work on Monday, she needed a professional impression and chose Belle; she needed a date on Friday evening, and she wore a rare and sexy ROATY; she and her boyfriend went out on a Saturday and she chose NIKE casual shoes; there was no arrangement on Sunday, she was really Daphne Sandals chose to go to the bookstore. Speaking of this, I highly admire the slogan of a certain brand of shoes: to date different men and choose different shoes. In fact, Miss Camity in the heart has such a desire.

The one-night stand for brand consumption “drug addicts” is generally young people who like to try young people. They like new things. They like to walk the road they haven't walked on. They like to go to bed that they haven't. In view of the fact that such consumers are not likely to have real feelings, targeting this part of the consumer's brand communication must be targeted, that is, their "addicts" of "addiction" will be transferred, settled, and fall on their own brands. Image-wise, it is a drinker who has no alcohol and loyalty brand. The strategy of brand communication is to get drunk and get drunk in front of my bottle instead of other brands. There are three ways: First, to expand their product lines to meet their different types of needs; Second, constantly close to consumers from the brand culture, the spirit level, and third, simply create a few more brands, to a clean sweep.