How to increase customer added value

Competition is essentially a competition for the time, mind, energy, and financial resources of the target consumer group. In order to make consumers become their loyal brand consumer groups, pure product technology competition and price competition have been exhausted. , the key point is to improve the comprehensive added value of one's own products and brands, so that consumers feel that the purchase is worthwhile, the purchase is happy, and the purchase is what they want to feel and feel. Nowadays, many production-oriented enterprises ignore this point and often let themselves fall into the abyss of red ocean competition from which they cannot escape. In fact, creating a brand is actually a process of creating product added value. The construction of a value-added marketing system is not just an add-on, it will have a cumulative and compound effect, which will have a strong impact on consumers and produce a comprehensive Experience: The key factor in forming competitiveness lies in the formation of a holistic differentiated additional system. The essence of value marketing is to form a comprehensive value-added marketing system based on consumer demand, and focus on perceived added value for product development and brand promotion. Whoever does value-added marketing well will surpass its competitors and gain more lasting and higher profit returns and market share. Based on many years of brand marketing experience, the author has roughly summarized some ways and methods to improve added value for reference by companies committed to increasing added value and profits: Quality add-on, as the name suggests, puts great effort into quality improvement to provide better and higher-quality products than competitors. Products, taking Beiyingmei milk powder as an example, during this dairy industry crisis, melamine was not investigated and dealt with. The key is that when the price of imported raw milk powder continues to rise, it always insists on using imported milk powder as raw materials to produce infant formula milk powder, and does not apply to domestically produced milk powder. The raw materials are of excellent quality and we have become one of the few companies in the country that has excellent milk powder quality. It can be seen that we do not compromise on quality and would rather sacrifice short-term interests and take into account the interests of consumers and the long-term development of the company. We will definitely have an everlasting business and become a real leading brand. Channel attachment is to use the value of the channel to enhance its own value. It was difficult for Miaoshi yogurt to compete with Yili and Mengniu in general stores and supermarkets, so it chose to go to the high-end hotel catering line to increase its value and achieve a breakthrough by becoming the leading brand of dairy products in the hotel catering channel. . Delivery conditions attached to the delivery method have a lot of room for the retail industry to explore. For example, in order to encourage consumers to develop the shopping habit of buying books online, Dangdang originally had a delivery fee of five yuan per order, but later reduced it to two yuan. , and finally, no matter how much money you buy, you can get free delivery. What is even more surprising is that if the purchased books are out of stock and cannot be replenished in the short term, Dangdang will give consumers a music CD or movie VCD to increase consumption. The added value created during and after sales makes Dangdang a comprehensive online shopping platform. Simply put, image attachment is the packaging of brand image. Current research shows that the value of brand image accounts for 65% of the total brand value. Therefore, many companies spend money on product packaging, terminal image, corporate image, and advertising. With great efforts, the clothing brand Metersbonwe has hired Jay Chou as a brand spokesperson to continuously create a hot-selling atmosphere at the terminal. Although it does not have its own production base, it can win the favor of young consumer groups. Emotional attachment: Why consumers choose a certain brand of products depends largely on their emotional identification and dependence on the brand. For example, the author has operated Guangzhou Beer in Shandong Province. This regional brand, which is only 120 kilometers away from the base camp of Tsingtao Beer, has been able to remain firm and develop in the face of strong competitors' funding, advertising, and promotional offensives.

The key is to create emotional added value. As the local area belongs to Jiaodong area, and Jiaodong people have a characteristic that they are the best. Historically, Zhuge Liang, Qi Jiguang, Liu Huaqing, and now Zhang Ruimin, Ni Ping, Li Zhaoxing, etc., according to this situation, Create a resounding brand slogan "Spell out the pride of our Jiaodong people", which is in line with the unique cultural mentality and hometown complex of the local consumer groups. How can one word "spell" be the same? It is very closely integrated with wine and has high relevance. , high experience, combined with soft publicity and the selection of the top ten Jiaodong heroic figures, as well as promotional activities, activated a regional beer brand that had been losing money for three consecutive years. Sales increased by 30 million that year, turning losses into profits in one fell swoop. Tsingtao Beer's The entrance to the base camp has achieved leaps and bounds.