When a brand enters a scene, it is to intervene in an emotion, and this scene emotion will reshape the brand temperament.
In today's increasingly homogeneous product competition, the emotions and values conveyed by brands have become the key to driving users to place orders. Consumption has entered the era of "heart-to-price ratio".
In order to help brands seize the dividends of emotional marketing, Zall Digital Technology has launched the "New Track of Brand Marketing - Playing with Emotional Value"** Focusing on the four core industries of clothing, beauty, home furnishing and catering, analyzing the trend of user psychological changes, so as to explore a new track of brand marketing.
Core industry 1: apparel industry
Marketing strategy: apparel product selling point + customized marketing + emotional marketing.
Apparel brands in different tracks have their product selling points, and only by fully excavating the selling points of products and combining them with the trend of market economy can we seek new growth points for the brand.
Scenario marketing: Apparel brands carry out customized marketing with the help of multiple scenarios such as festivals.
Visual merchandising: Taking advantage of dopamine colors, brands find suitable publicity points.
Core industry 2: beauty industry
Trend insight: In the first half of 2023, China's cosmetics market will recover significantly, and domestic brands will seize the traffic dividend and achieve rapid rise.
Beauty user portrait: Young people are the main force of makeup consumption, emotional and scene marketing stimulates business growth, makeup styles are diversified, and dopamine makeup is on the rise.
Core strategy: marketing and promotion from four dimensions: single product explosion, crowd strategy, creative content, and traffic delivery. Gain in-depth insight into user needs and let users get emotional resonance.
Core industry three: home furnishing industry
Market Status:Digital economyIts influence in the home furnishing industry continues to growHome onlineThe characteristics are obvious, and the share continues to increase.
Content trends: close to life, daily sharing of home content is more popular with users, ** form, to meet the content needs of users with different preferences, in addition to a variety of genre choices, interesting topic discussions are also a form of stimulating user interest.
Among the topics that will arouse heated discussions among users in 2023, in addition to hot topics such as pit avoidance and strategies, there are aboutHome spaceis also at the top of the list.
Core industry four: food and beverage industry
Trend insight: Food nutrition becomes C-position: more than 7 percent of consumers pay special attention to food nutrition; Food becomes the best artifact: in addition to being busy, consumers hope to be in the mood through food; Strict calorie control: a survey of the main factors that consumers pay attention to when choosing light foods.
Marketing Strategy: Product Strategy: Food is more than one side; Scene strategy: creating a sense of atmosphere; Quality strategy: eat quality and health.
Conclusion
Sentimental value is a strong consumer driver, and brands should seize this opportunity to look for new growth opportunities.
First of all,In today's fast-paced and fragmented world,The importance of amplifying the visual experience and allowing users to "fall in love at first sight" is becoming more and more prominentHow to let users inspire their desire to buy at first sight has become an important issue for brands;
Secondly,Brands should provide users with "pleasant, positive and first-class" emotional value, and continue to innovate and create differentiated selling points through high-quality products and contentCreate resonance and surprise for consumers, so as to touch consumers, convey positive emotional value to consumers and stimulate consumption.
Pay attention to [Zhuoer Digital]**Reply to "Emotional value*** can be exempted."Fee to receive the full version