Personality characteristics of consumer groups.

Everyone has his own personality, and the personality of consumers mainly includes self-confidence, inclination and dependence on products. Usually, extroverted consumers are more dependent.

Group characteristics of individual consumers.

Every individual is hidden in the group, and the group cannot do without the individual. Therefore, even self-employed consumers will more or less allude to the characteristics of the group, and its performance is mainly authoritative and rewarding. The stronger the two, the greater the influence.

The characteristics of the commodity itself.

The attributes and characteristics of commodities are the direct reasons that determine the influence of online consumer groups, which are usually manifested as: the influence of public necessities, the influence of hidden necessities, the influence of public durable goods and the influence of hidden durable goods.

Network marketing mode.

Different online consumer groups determine different marketing models, and different marketing models also shape different online consumer groups. With the continuous introduction of various online shopping malls and the innovation of various marketing models, people's choices are becoming more and more diversified, and different consumer groups are formed invisibly.

Marketing models of two mainstream consumer groups

Female consumer groups

Whether it is Taobao or various online shopping malls, the most important consumer groups are women; Whether it is clothing, jewelry or skin care products, the main buyers are women. Among the female consumer groups, more than 70% are women aged 20 to 30. Visible, do network marketing, if caught this part of the crowd, one foot into the door of success.

Grasp the characteristics of women's consumption, and then decide the marketing model.

A survey shows that young women under the age of 30 have high academic qualifications and high incomes, especially in the eyes of modern people, who spend money lavishly. "Moonlight Princess" is often synonymous with them. They pursue fashion, like new things, pay attention to clothing styles, and like expensive perfumes.

Green marketing model brought by slimming craze.

In recent years, health has become a topic of concern to more and more women. Slimming, beauty and even plastic surgery have become popular consumption words of this group of people. Therefore, after understanding the consumption characteristics of this group of women, it is necessary to dig deep into their consumption psychology and create a green marketing model, that is, to integrate healthy consumption into other consumption concepts and let them feel the value of this consumption.

Adolescent consumer groups

Consumers will feel this way when shopping, "Why are children's things more expensive than adults?" This is because teenagers, including children, are another major consumer group.

The consumption characteristics of teenagers determine that the marketing models are quite different.

The consumption characteristics of teenagers in China today are: First, be cool. They pursue fashion and personal charm to make themselves look different. The second is exercise and temperament. It can also be said that this type is naturally "cool". Because they are highly educated, they pay more attention to connotation while playing cool. Third, it must be popular and fashionable. At this stage, the most taboo is vulgarity. They like to dye their hair and make up, which is actually the embodiment of fashion and creativity. This consumption characteristic of teenagers implies that online marketers should pay more attention to the aspect that can reflect teenagers' self-style in the choice of marketing methods, rather than simply displaying products. Only by grasping the connotation and essence of products can we grasp the hearts of this group of people.