Not long ago, the news that Lei Jun, the founder of Xiaomi Group, opened the door for the first owners of Xiaomi SU7 caused widespread concern and discussion on social media. While Xiaomi’s automobile marketing was "broken", it also showed us that in a field where products and prices were fully competitive, emotional value played an important role in enhancing brand image.
Emotional value is a concept in marketing, and its opposite is usually functional value. How to understand? For example, a child loves to play games. It’s lunchtime and he still enjoys it. At this time, the mother has put the food on the table and called the children to eat many times, but she didn’t get feedback. As a result, my mother came into the room angrily and scolded her: "You can’t play games as food." In this story, children want to "play well", which is emotional value, and mothers want their children to "eat enough", which is functional value.
The market hotspots in recent years, such as Meng Chong economy, Camping economy, Decompression economy, Nostalgia economy and Yue Ji economy, are actually not new things, but have added emotional value to a certain type of format in the past, which has given the market new vitality. According to the patent data of Tianyancha, as of April 23 this year, there were more than 3,500 patents related to "emotion" in the market, indicating that enterprises pay more and more attention to the mining of emotional value.
So, why is the brand marketing of enterprises increasingly fond of "emotional" track?
First, the choice of market development. What is the most important in brand marketing? It is generally considered to be a product. However, with the intensification of competition and the maturity of the market, the product-oriented marketing model will often fall into the dilemma of homogenization. When the uniqueness and innovation of products enter the bottleneck, enterprises want to gain a foothold in the market. In addition to continuing to work hard on research and development, they should also jump out of the limitation of product functionality and add emotional value to products through corporate culture, brand stories, fashion packaging and other means. A typical example of this is the tea industry. After understanding the emotional value, we can understand why various joint names and "poke heart" advertisements of head enterprises emerge one after another.
Second, the needs of brand growth. When the brand competition goes deeper, it is not only the competition of product strength, but also the competition of emotional value. In the process of brand growth, the difference of products determines the degree of brand recognition, while the emotionality of products brings brand recognition. When the functions of products are similar, consumers’ choice scales tend to be biased towards brand recognition. For example, in the smart phone market, many consumers are more inclined to know whether the brand is high-end than whether the configuration is high-end. The gap between domestic brands and internationally renowned brands lies in brand image. Consumers recognize the label effect and circle effect of the brand more. This, in turn, shows that the brand must go through the emotional value to go to the high end.
Third, the change of consumer mentality. In the hot spots of consumption in recent years, "post-90 s" and "post-00 s" have completed the transformation from a new force to a main force in many fields. The new generation of consumer groups have a relatively comfortable growth environment and have their own unique consumption ideas. "Spend money to buy happiness+save money to give strength" is a summary of the current young people’s consumption mentality spread on social platforms. It represents that young consumers no longer simply pay for product functions, and their consumption is more pragmatic and rational, and they are more concerned about the sense of satisfaction, participation and ritual contained in consumption. How to grasp the emotions of consumer groups more accurately and understand the deeper needs of consumers has become a compulsory course for brand marketing.
Of course, emotional value is not a "master key". In recent years, many brands have had the lesson of "overturning" because they pay more attention to marketing than products. Ignoring the underlying functional attributes of products and talking about emotional value are tantamount to castles in the air. In other words, the functional value is the first half, and the emotional value is the second half. Only when the first half is steady and steady can the second half accumulate. (This article Source: Economic Daily Author: Wan Zheng)
Source: Economic Daily
Reporting/feedback
关于作者