The marketing strategy of coffee shop for the newly rich class

The quiet rise of China's newly rich class will make China's social structure more stable and mature, and at the same time, it also means that more consumption energy will be released, and the marketing of the new rich market should be different from that of our traditional mass market. it is necessary to adopt marketing strategies suitable for the newly rich.

The first is optimal marketing.

For the newly rich, high-quality products with added value are really good products, so optimization is the key. The core of the concept of optimization is not necessarily a super famous brand, but it must have characteristics and quality must be guaranteed. To put it simply, the newly rich are willing to spend a little more money to enjoy a better quality of life and product experience. For example, some new rich mentioned that they will not buy things that are too flamboyant. But it must not be bad, it must be unique.

The second is fashion symbol marketing.

The group attribution of assimilation and differentiation is the social functional feature of aesthetic fashion. The "divergence" of the trend leader and the "pursuit of common ground" of those who follow the trend make fashion play a complex role of differentiation and assimilation to people in the synchronic state of social history. Everyone living in society will seek a sense of belonging to the group, and fashion often plays the role of dividing social strata. The trendsetter wants me to be different from you, and the catch-up is that I must be like you, so there is a lot of space for fashion marketing, including Starbucks. He doesn't go to Starbucks when he goes to Starbucks. People who go to Starbucks don't want you to go to Starbucks. They don't want everyone on the street to go, just like everyone else can go, but others want to go crazily, if you create such a fashion symbol. Your product will be a hit.

The third is stylized marketing.

Style is a kind of overall ethos based on people's living environment, life experience, cultural literacy, aesthetic consciousness, hobbies and many other factors. For example, some household photos taken by Xinfu must have very prominent conceptual demands, such as simplicity, such as three-dimensional, such as comfort, such as warmth, such as tradition, in many durable goods, IT digital products, they also tend to have a certain style, such as the design of appearance, such as this material, etc., style must be very important, if the products we make are "not like", there is no strong style and appeal. It is difficult to sell our products to the newly rich.

The fourth is value identity marketing.

The demands emphasized by enterprises and brands must be recognized by the newly rich, and their value demands can be seen in the minds of the new rich. for example, they want to control, seek knowledge, be recognized, self-realization, steady progress, optimism, belonging and so on. We are now watching a lot of product marketing around this, in the face of the marketing of newly rich groups, we can not sell what to shout, but really from the perspective of value and recognition.

The fifth strategy is social capital, interactive communication and circle marketing.

Create opportunities for the newly rich to improve their social capital, such as many summits, salons, circles, car clubs, clubs, and so on, they need to have such a circle, and then achieve interactive communication. The new rich are facing an era of strangers. In a meeting, many people do not know each other, but after the meeting, many people will become friends. In foreign countries, many high-end wine, many car brands are around the circle to do marketing.

The sixth strategy is experience and sensory marketing.

Now there are many brands of awareness is no longer a problem, for the new rich, brand experience is more important than brand awareness. For example, when Xinfu uses Nikon's camera, it must be because a certain function or experience of Nikon makes him very comfortable. Experience in marketing is about your product to move consumers. It must be one of the countless moments, not all the moments. So you have to figure out how to make your products more refined and let them pay attention to different product functions in all aspects of the experience. Can feel the charm of your product itself.

At a time when the irresistible trend of new wealth continues to come, if businessmen want to grasp business opportunities, they must get out of our cognitive misunderstanding and gain insight into the development trend of consumption power in consumer groups under the guidance of correct ideas, methods and marketing ideas. is fundamental.