(1) Sentimental products

"Sensual products" refer to products provided for perceptual consumption and designed to satisfy people's psychological feelings and spiritual desires.

1. Perceptual design

Marketers are required to discern unique consumer requirements and create unique perceptual designs. Enterprises are required to carefully study the unique psychology of consumers at different levels, find some alternative symbolic things, and give products a certain atmosphere, emotion, interest, thought, etc. through the positioning characteristics of perceptual design, and rely on the power of perceptuality to impress and induce consumers, thus taking the initiative in the market.

When Cyprus, a famous American shoe manufacturer, was on the verge of bankruptcy, it hired psychologist Frank Rory as its general manager. He successfully used perceptual design to bring the company back to life and prosper. Frank Rory believes that what customers buy back is not the shoes, but the classified emotions. Although products have no emotions, marketers can try to make them emotional and make them arouse consumers' thoughts and emotions. Only by making shoes like actors, giving them different personalities, and constantly participating in performances with a distinctive image, can the product open up sales. For example, various types of shoes designed and launched by the company such as "Male Emotional", "Female Emotional", "Wild Emotional", "Light Emotional" and "Elegant Emotional" have achieved unexpected sales results and created Sales peak in company history.

2. Emotional brand (trademark)

Emotional brand (trademark) means that the information carried by the brand must be consistent with the potential emotional needs of consumers. This requires the brand to either have rich cultural heritage, or be full of fashion elements, and be expressed in the brand with a strong emotional color, which will have an auditory and visual impact on consumers and trigger consumers' emotional needs. Incorporating perceptual colors into the brand can often make the product achieve the marketing effect of "good wind will send me to the blue sky with its power". "Red Bean" shirt is a successful example of using emotional branding. Wuxi Hongdou Group's "Hongdou" brand shirts are reminiscent of the famous line by the poet Wang Wei of the Tang Dynasty, "Red beans grow in the south, and when spring comes, they will sprout a few branches." This triggers the emotion of "this thing is the most lovesick", and is favored by consumers of different levels and ages: the elderly regard red bean shirts as mascots; young couples like to give them to each other as a token of affection; overseas Chinese watch them When you see the red bean shirt, you can't help but feel "touched by things" and feel cordial. This kind of brand with strong human touch and unique cultural charm is loved by everyone, making "Hongdou" shirts a long-lasting best-seller in the market.

Fashion or classic brand names, words, patterns, etc. can all express emotions, but different regions and nationalities have different cultural backgrounds, values, lifestyles and customs, so they also have different ways of expressing and receiving emotions. Marketers should pay full attention to specific regional, ethnic and other characteristics when designing and applying brands, so as to better achieve marketing purposes.

3. Perceptual packaging

Using patterns, colors, shapes, etc. to design perceptual packaging with unique styles, in addition to meeting the basic functions of protecting goods, beautifying goods, and promoting sales , it can also endow products with rich perceptual connotations and win consumers' favor and psychological recognition. "Kongfujiajiu" is packaged in an antique porcelain bottle with an elegant and simple shape, which reflects China's long-standing Confucian culture and wine culture characteristics, so it was very popular when it was first launched.

(2) Emotional promotion

Emotional marketing requires enterprises to use emotional promotion methods to convey emotions in a timely manner and move people with emotion when providing products or services that meet customer needs. Promote customer purchases.

1. Emotional advertising

Emotional advertising should fully consider the psychology of target consumers, choose an appropriate angle, use good art forms, grasp the positioning of emotions, and focus on emotional appeals. The main purpose is to use effective means to strengthen and exaggerate the emotional color of the brand, trigger consumers' emotions and feelings, and quickly open the hearts of consumers.

Nowadays, consumers are deeply disgusted by the "grandma sells melons, sells and boasts"-style advertisements by manufacturing companies, and emotional and perceptual advertisements can easily make the product image recognized by consumers and reduce consumers' suspicion of advertisements. Resistance.

2. Emotional communication with consumers

Marketers must find ways to strengthen emotional communication with consumers and see the true feelings in the subtleties.

Operators should be good at using emotions to attract people and capture people with emotions in commodity transactions, pay attention to "emotional value", and give full play to the huge "catalytic" role of emotional effects in commodity promotion. At the same time, in response to the needs of perceptual marketing, companies should pay more attention to studying the different psychology of consumers, and gain insight into and tap into their potential needs through their already satisfied needs, that is, "apparent needs."

The success of the "Fat Man Clothing Store" illustrates well that commodity transactions are not only the exchange of money between operators and consumers, but also include the operator's emotional exchange with consumers. Communication and investment. There is a fat American lady named Brown. From her experience of paying attention to her feelings and self-esteem when buying clothes, she realized that there are great business opportunities in running a clothing business for fat people. So, she took out a loan and opened a clothing store specifically for fat people. In view of the consumer psychology of fat people, she specially hired fat people as waiters, and used flower names such as roses, lilies, carnations, etc. to represent different clothing models. As a result, as soon as the store opened, fat people rushed to patronize it, and business was booming. Analysis: The reason why fat people's clothing stores are "open and prosperous" is that in addition to proper market positioning and clear target customers, it also depends on the word "love": first, it is psychologically easy to hire fat people as waiters, and fat people serve fat people. Balance increases the opportunity to communicate feelings; second, using different flower names to represent different clothing models avoids the word "fat", taking care of the self-esteem of fat people, and is in perfect harmony with the consumer psychology of fat people.

(3) Inducing consumption

Enterprises must update their marketing concepts, abandon the past production-centered production-oriented and user-centered market-oriented marketing concepts, and establish induction Ecological marketing concepts of consumption. That is to say, the enterprise is regarded as a living organism, in order to study how the enterprise adapts to changes in the external environment, how to actively guide consumption and create markets, and from a strategic perspective that is conducive to the development of society and enterprises, consider "what kind of Only products can induce consumer demand" rather than "what kind of products consumers need" as the starting point. This requires companies to change the content and methods of marketing and "innovate" in the field of marketing. At the same time, based on induction, we will put more effort into the word "induction", update people's consumption concepts through effective forms such as aesthetic awareness induction, product induction, knowledge induction, etc., actively guide demand, and create demand by guiding demand and creating demand. The market enables enterprises to "always compete, always be innovative and always win" in market competition.