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Recently, Starbucks fired, because a cup of coffee sold for 27 yuan, was taken seriously by CCTV. However, CCTV not only did not fall well, but was besieged. In the case of consumption, you have to fight against fake profits, involving people's livelihood issues, and the people warmly welcome them, but they must respect the laws of the market. What is Starbucks selling, brand culture and enjoyment of space, consumers are willing, you Monet? People are not too expensive, some people have his "price ratio."
Li Houlin, chairman of Hengxin Diamond, commented on this matter on Weibo: “Pricing is the freedom of the market. The turnover rate of Starbucks is far lower than that of foreign countries. Many people sit for one afternoon, which may also lead to high prices. Need supervision, but can not abuse the accusation, otherwise businesses and consumers will lose their rights." Supervision needs to listen, this matter should listen to consumers? Everyone said, um, not expensive, value for money, then OK.
For businesses, especially to listen to consumers. Seeing how Starbucks responded to this incident, it said on the official website: "Starbucks attaches great importance to this and hopes to communicate with everyone here. Compared with other countries and regions, Starbucks' operating costs and market drivers in the Chinese market are It’s completely different. Therefore, comparing the price difference between Starbucks in the Chinese and American markets is not a comparison based on the same dimension...â€
The HIERSUN diamond agency has always focused on listening to the voice of consumption. At the time of the rise of social media, Hengxin Diamond was the first model to be established by the media. On August 14, 2009, Sina Weibo began a small-scale internal test. Two weeks later, Li Houlin, chairman of Hengxin Diamond, issued the first Weibo. At the end of the year, Hengxin Diamond has registered four different Weibo accounts, IDo official micro, oohDear diamond gift official micro, IDo fund and HIERSUN (Hengxin) diamond organization. By interacting with consumers, understand the psychology of potential customers and “play†with consumers. In 2012, Hengxin's IDo brand launched a mobile APP, which allows consumers to implement online trials, check stores, and set reminders for commemorative days.
In terms of digital cinema, in August of this year, Hengxin IDo teamed up with Jia Nailiang and Li Xiaoyu to release the micro-movie "I am willing", which impressed many consumers with its warmth and connotation. It created a new high of 15,699,509 hits in 8 days, successfully established and potential. The emotional connection of the customer. For the great success of this micro-film, Li Houlin said: In the era of big data, consumers and the marketing environment have undergone tremendous changes. Luxury brands do not need to be high, embrace social media, listen to the voice of consumption, and gain insight into the development of enterprises. Direction is very beneficial to modern business management.
As Steve Case, one of the founders of AOL, once said, “A good business leader doesn’t decide everything. He or she needs to be able to listen and accept everything that happens in every aspect of the business. Pay attention to market trends, customer trends, and the movements of competitors. It is important to learn to listen."
The business operators are the listeners of the times, learn to listen, and know how to communicate. The magic of social media not only brings about the spread of information, but also the magic to help brands listen to consumers' voices, understand consumer preferences, and participate in topics they like to participate in. Only by deep consumer insight can we produce good ideas, good marketing content, and product innovation that is closer to the needs of consumers. The first step in effective communication is listening.
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