With the development of social economy, the progress of the market, and the change of people's way of thinking. Young people are facing the market and marketing, and their focus is also changing. What are the new five senses of the Xiaohongshu brand, and how to do a good job in Xiaohongshu?Laima Culture Media will bring a new interpretation today.
1. What are the five senses of the brand?
To interpret the new five senses of the brand, let's first understand what are the traditional five senses of the brand
The five senses of brand were first proposed by Martin Lindstrom, an American brand marketing guru, in the book "Brand Sense".
The so-called five-sense marketing theory refers to the fact that brands should use the five sensory organs of people - sight, hearing, smell, taste and touch for marketing, so as to build brand differentiation advantages.
The above is the definition of the five senses of traditional brands.
Second, the advantages of the brand's new five senses
In view of the traditional brand five senses, we put forward the marketing theory of the new brand five senses.
The brand's new five senses refer to the sense of relaxation, originality, presence, sociality and atmosphere. It reflects the new needs of young consumer groups for markets, brands and products.
1. Relaxation.
Different from the traditional consumption model, the exchange with "things" as the core. It's more like an emotional exchange between consumers and brands. There is no clear identity of the seller and the buyer, and they communicate and interact with each other in a relatively relaxed way in a comfortable atmosphere. This will effectively shorten the distance between brands and consumers.
2. Originality.
This is a sense of belonging built by the synergy of people, things, and places. When a brand can connect with the local culture according to local conditions, it will better integrate into the local market, and consumers will feel familiar and willing to approach.
3. Presence.
This is the irreplaceable position of brands and products in the minds of consumers. In today's era, young people prefer products and brands that are personalized, eye-catching, and have a clear personal label. Therefore, brands should strive to shape brand positioning and work brand specificity to enhance their presence in the hearts of consumers.
4. Sociability.
Today's era is already an era of high social dependence. Many times, young people will take social needs into account more when they consume. Therefore, brands should also take into account the social function of the product when marketing.
At the same time, it is necessary to establish a long-term and stable relationship with consumers. When consumers can be pulled into their own social system, the binding between brands and consumers is realized.
Compared with the flat and direct description, the marketing method of single knife and direct entry, young people prefer scenario-based and atmospheric marketing. By constructing and depicting a scene for them, they can have a sense of substitution, so as to have a spiritual resonance with the brand, and it can push them to pay for the product.
From the new five senses of the brand, it is not difficult for us to find that in today's market, the relationship between brands and consumers is no longer singular. Multiple emotional connections are the focus of brands.
The above is the sharing of the "New Five Senses of Xiaohongshu Brand", more dry content or talents**Welcome to pay attention to or exchange with Malaysian Culture Media.