A good friend told me about such an observation: now 'the rich' are more willing to buy Huawei mobile phones, low-income groups are more inclined to Apple, he did not understand what the reason to go to a high-end barber shop , He inadvertently found apprentices apples, and the guests are in front of Huawei, the scene surprised him at the time.This is a very neutral observation, but the friend did lead to two simple and direct questioning - at In the Chinese market, why the 'rich' chase the Huawei brand? How has Huawei changed the 'extravagant' attitude of Chinese consumers? The answers to these two questions will benefit many Chinese enterprises.
To explore this question, perhaps, we should start with the definition of 'rich'. The word 'rich' is definitely not scientifically measured by the amount of money it has. In fact, there is a very special The meaning is "the person who dares to buy things at a high price", which is completely different from the absolute wealth of the "poor people" and "rich people" in the thinking of foreigners. When we jokingly say that someone is 'rich' Marvel at each other beyond their expectations to buy something, not to others to play 'class' label.
This is related to the pace of China's economic development. People generally expect a general preference for the future. The desire of Chinese people to consume is estimated to be among the best in the world. It is said that the Japanese economy is quite similar to the best-selling economy of the 1990s in the world. At that time, Is the most willing to receive the various countries, and now it is the Chinese group.But different from the Arab tyrant's show off their wealth, people have had money, is the real 'rich', China's rich comparison of these 'rich' In fact, there are still pursuits. What they buy is a technical content, and consumption orientation tends to be very purposeful. Therefore, the consumption trend of the 'rich people' in China can always confirm the characteristics of that era. From this perspective, China The 'rich' consumer groups, is rational and constructive in one, it is worth all the brands and manufacturers research.
So, 'rich' pursuit of Huawei mobile phones in the end what are the underlying consumer psychology drive? This article 'Huawei close' will focus on this slightly academic topic, explore the consumer psychology and brand building clues.In a nutshell, Behind the phenomenon reflects three important consumer trends:
First, from product identification to value recognition, the so-called 'rich people' are in fact the most successful people they have acquired in today's 20 to 30 years by their own efforts, namely the 'struggles' Huawei people often say. Struggle has a common feature that is more valued 'values'. Huawei's name itself has some value, Huawei's success of the past 10 years and Huawei's founder Ren Zhengfei's hard work, so that high-end consumers subtly produced Psychological recognition. After surpassing poverty and food and clothing, values are the simple pursuit of every 'rich man.' They are happy to see the success of an international enterprise with a Chinese background. They also appreciate that their own will to be demonstrated on Huawei mobile phones. As a result, it is natural for them to buy high-end Huawei handsets as an 'achievement incentive' for themselves, which is the same as buying Mercedes, BMW and Porsche psychology, most of the first psychological needs of car buyers Is to match their own achievements, and not so narrow Hyun-rich. In addition, Huawei is in the minds of most people is not a false propaganda brand, there is no defamatory products , Huawei's low profile accords with the public's perception of the high-end product concept of honesty and trustworthiness, and the reliable values and honesty bring a sense of trust to Huawei handsets. These "rich people" spiritual portraits and Huawei's "struggling person" culture Highly fit, they are more and more 'values first', Huawei's most expensive mobile phones are they sought after, including even the fare increase to more than 20,000 Porsche version shows that 'value recognition' is a lot of 'rich' recognized Huawei An important reason for the high-end mobile phone brand!
Second, from self-decision-making to social decision-making: friends who often go abroad may also clearly feel that Chinese society and Europe
The difference between the United States and the United States is that Chinese social relations are far more complex in Europe and the United States, which is related to the degree of social division of labor. Professional social division of labor in developed countries objectively limits the extension of interpersonal relationships among people. In addition, Class of people from the residential, education, employment and other levels are isolated, the average number of foreigners friends is far lower than China's average Facebook friends in the United States is 20-30 people, contacts in about 300 people, and China Ordinary people's WeChat often contact with friends should be not less than 50 people, contact average should also exceed 500. In such a social environment, the Chinese love and share more than Europeans and Americans, and affect others, said earlier each Individuals are 'self-media' is not wrong when a friend gathering, if a person taking an Apple camera, sure to jump out of a high-end machine with Huawei, said: 'With my Huawei Leica, take pictures better!' And then, Good reputation brought by high quality, amplification in the crowded scenes, but also to save a large amount of advertising Huawei. 'Believe in friends' is a very Chinese consumer psychology, this mentality was interpreted for a long time To follow the trend, in fact, is not accurate, the Chinese culture itself is stressing 'heavyweight and light', the recommended product itself is also a 'righteousness' delivery.So, 'social decision' is a profound impact on the influence of high-end brands Especially in recent years, with the country's economic development and rising international status, the outbreak of overseas travel learning by the Chinese people has witnessed the formation of China's leading world in many dimensions such as high-speed rail and mobile payment and so on. A kind of self-confidence .This kind of self-confidence based on seen the 'world' so that people are more willing to spread their own people around to judge, therefore, Huawei mobile phone without a large number of ads in the case of 'social decision' principle to promote Huawei high-end mobile phones a hard to find a machine;
Third, from smart consumer to professional consumer: This may be a lot of people may also have to understand that before buying consumer electronics products,
Most people only map relatively cheap, because many specific technical parameters do not understand, can not distinguish .But now consumers are more and more professional for smart phones, choose how much memory? What technology needs? Can Especially the young people who have strong recognition of the performance of new chips, memory and operating systems of different brands of smartphones, which in fact also include Southeast Asian countries such as Vietnam and India, where Asians are more sophisticated than Europeans and Americans People obsessed with technology, Europe is probably the Germans are willing to study very detailed technical issues.Local, loving research on Chinese consumers for Huawei similar 'smart AI mobile phone', self-developed 'unicorn 970 artificial intelligence chip' are familiar, it is Easy to accept.So you see people often applauded the worldwide breakthrough of 'quantum communication', in fact, most people do not know what to call quantum, but everyone thinks that technological innovation is very important to the country.Pursuing technology is also reflected in the 'Futurism 'Chinese consumers tend to experience the next generation of technology in advance is very obvious, take the TV to see the same, from color to the liquid Crystal, to the plasma, to the quantum dot, consumers basically do not understand the difference, but they think in my heart that the new technology is more reliable and more worthy of consumption, that the new technology represents the future.China's market is Tesla's second consumer market in the world, The favorable technology for electric vehicles is also the focus of technological preference, and Chinese consumers who believe in the future are also a valuable asset to manufacturers, and the "rich" are among the most daring to invest in technological innovation. Seventy-eight years ago, 'selling kidney' buy Apple mobile phone extreme cases, we can see how Chinese are obsessed with cutting-edge high-tech consumption;
Based on the above three-point analysis, we find that the aesthetic of 'rich' is also influenced by the general preferences of a growing environment. The 'rich' are faithful to the business value itself and thus transcend national boundaries. 'The rich' is the best value discoverer And value inheritors, and even to some extent they are leading a new consumer trend.So, from the point of view of consumer goods, it is of vital importance to study the aesthetic of 'rich people.' Huawei handsets can conquer the 'rich' Objectively speaking, Mate7 series screens are also popular in China since 2014. Each generation of products has solidified the trust of the former consumers and improved their confidence. Under the premise of stable quality, consumers feel that some technologies really surpass the capabilities of Apple and Samsung , Won the ultimate favor of the 'rich' in the 'rich' values, high-end products match the ultimate achievement, match the struggle of identity, this is a 'reverse price-sensitive'. There was always criticized the Chinese people Love to buy luxury goods, but understand the history of Hermes, LV, Ferrari and other brands are clear, the general definition of luxury is not objective, the logic behind the other is - the top quality is equal to price .
Reviewing the beginning of reform and opening up, Japan's home appliances swept China, especially motorcycles, now it seems the absolute equivalent of sports car. At that time the so-called million households can come up with seven or eight thousand to buy a Japanese Suzuki, Yamaha motorcycle, they Think that with the Japanese goods support face can earn more money in the early 90s of last century, buy a Motorola cell phone to more than ten thousand yuan, and many sales outlets, as in the last two years to grab the number, the line is a Even the whole day in the morning.At that time, the 'rich' bought 'Big Brother' as a symbol of ultimate achievement. No one hired a cow in line to enjoy the waiting process. In today's words, It is hard to imagine that it would be hard to imagine that these two scenes should be placed in most households in the rational consumption of the United States and Europe.Is it not crazy to come up with all the savings at home and buy a motorcycle? Rich people 'is such a character, rapid decision-making, with the times of the high quality products almost obsessed pursuit!
'Rich' buy Huawei mobile phones, but also China's high-end manufacturing milestone in the hearts of billions of Chinese consumers laid the quality of domestically produced products with global competitiveness, more and more high-end domestic products will be consumers In the final analysis, 'rich people' are not foolish worshipers. They are those who dare to gamble on their own eyes and are the most respected groups in business society.
Got the 'rich' who have the world - this is the real proposition in front of every Chinese brand!