Why did the user put your product in the shopping cart, but did not place an order?

Through the first two articles, we have made a detailed analysis of the sense of absence and goals in Li Jiao's demand triangle. The sense of lack is the source of demand, and the sense of goal+lack forms the driving force of consumer demand.

After the consumer's motivation is obtained, what is still lacking is the ability.

In the history of marketing, users are motivated to buy, but because they are not empowered, cases of marketing failure abound.

Why is the effect of pushing Audi cars to fans who are keen on searching for Audi far less than that of pushing Volkswagen or Chery?

Why are there many fans of hammer mobile phones, but few people buy hammer mobile phones?

We often confuse fans with users, which leads many marketers to wonder: "My products have so many fans, why do so few people buy them?"

In fact, the problem lies in user empowerment.

Let's make a detailed analysis below. When the motivation is formed, what else will affect consumers' purchasing power and cost?

Consumers' ability to buy an image of * * * has the following six costs:

This is the easiest to understand and the most common cost.

Everyone wants to live in a more luxurious house and drive a more luxurious car, but a more luxurious house and a more luxurious car mean higher money costs.

As we mentioned above, why is it better to push Audi cars to fans who often search for Audi cars than Chery cars? The reason is that fans who study Audi every day are often people who can't afford Audi. Audi is their goal, but their income can only afford Chery.

Audi fans are not equal to Audi users.

Later, in the promotion of automobile information flow, brands and Baidu no longer promoted according to search, but analyzed the income level of users and carried out targeted promotion, which significantly improved the promotion accuracy.

The most common ways to give consumers money costs are discounts, promotions and full reductions.

Image cost is the second biggest cost that affects consumption. In order to maintain their image, many consumers often take out the goods that have been put in the shopping cart.

For example, when promoting rice cookers face to face in Japan, the main selling point of rice cookers is "convenience", but many housewives worry that they will fall into a bad image of "laziness" after using rice cookers, so the promotion effect of rice cookers in Japan in the early stage is not good.

Later, the marketing staff changed their strategy, no longer advertised convenience, and promoted that rice cooked by rice cookers was healthier, so the sales volume gradually increased.

For another example, tampons are very common products in the United States, but their promotion in China has encountered a bottleneck, because the traditional concept of the majority of female compatriots in China holds that a woman who is willing to stuff things into them must be a very special person in "temperament".

When users buy or use your products, they need a lot of actions and time, so users will choose to give up your products.

For example, my husband and I have always wanted to go to a concert in Ai Letuan, Xiamen since our first love, but when we drove to the old site of the orchestra, we found that the orchestra had moved away. After searching for a big circle on the internet, there was no clear location, so we gradually gave up the idea of going to the concert.

I am a heavy user of Didi, and I take a taxi to and from work every day. It has done its best to reduce the user's action cost. Didi, from intelligent positioning to recording your travel habits, you don't need to manually enter the departure place, guide you to set up automatic payment, and simplify your action cost step by step.

Users use Didi APP to take a taxi. From the first four to five steps, it is enough to press the "slide" button once, and the action cost can be maximized.

In the chapter of "Lack of Sense", we expounded a very important point: "If consumers don't change, brands won't have a chance". Therefore, when marketers successfully make users have the will to change, the low "learning cost" of users becomes extremely important. If the learning cost is too high, it is equivalent to setting an unattainable threshold in front of users.

For example, everyone has the motivation of "retouching", but it is too difficult to learn professional retouching software and the learning cost is too high. Therefore, after Meitu Xiu Xiu came out, one-click Meitu suddenly swept the market.

Health cost, as the name implies, is that the use of products will pose a threat to the health of users.

For example, in the early years, Guangdong herbal tea was defined as medicine, which was "three-point poison" and its sales volume was low. Later, Wang Laoji positioned it as a "fire-reducing" beverage, and the health cost perceived by consumers was greatly reduced, which was accepted by the market.

Many products, consumer motivation has been formed, but ultimately did not buy, largely because of the huge decision-making costs.

The following shopping experience, I believe many female compatriots will have.

After the weather turns cold, you have a strong motivation to buy winter clothes, but every time you open the website, it is difficult to choose because of the dazzling array of product recommendations;

We should hesitate about the quality and fit of clothes that we can't see, touch or put on. After a while of irritability, I simply didn't buy anything.

The former is the decision cost caused by too many choices, and the latter is the decision cost caused by trust.

As mentioned above, why do hammer mobile phones have more fans and fewer people buy them?

In fact, it is also because of the decision-making cost brought by trust. Many fans of Hammer Mobile are Luo Yonghao fans, not mobile phone fans. They follow Lao Luo's talent and feelings in their bones, but they still have doubts about his mobile phone. So Lao Luo is also trying to "adapt" now.

The lack of sense and goal in the demand triangle constitutes consumers' purchasing motivation, and consumers' ability is the key to determine consumers' "ordering and buying".

There are six kinds of costs that affect consumers' ability:

We introduce Professor Li's demand triangle model in detail through three articles: lack of sense, lack of goal and lack of ability. If the readers who have read the three articles systematically, they must have a clear understanding of the most common and mysterious concept "demand" in the marketing field.

Professor Li's demand triangle, in my opinion, is the first principle in the field of marketing. Only by truly mastering this first principle can we jump from ordinary marketers to excellent marketers, which is worth learning and learning from every marketer.