It is reported that there are more than10,000 new people holding weddings every year in China, and the comprehensive consumption capacity is as high as 250 billion yuan, so the wedding market is called "sweet gold mine" by people in the industry. Such an attractive market, which business is not excited about it? More than 40 industries, including matchmaking, wedding companies, wedding photo studios, beauty salons, jewelry, gifts, home appliances, catering, food, tourism and so on. , are scrambling for the wedding "rose dinner", forming a huge wedding service chain.
As an essential highlight of the wedding, the wedding banquet also occupies a very large share in the wedding consumption chain. The drinks and sweets at the wedding banquet have gradually become the focus of competition among food enterprises. If food vendors want to grab a share in the fierce competition, they must first calm down and study your god. Newcomers who got married in recent years were generally born in the 1970s. In addition to paying attention to traditional festivals, they also have the following three psychological characteristics of consumption: First, they demand dignity. People born in the 1970s are competitive, unwilling to be inferior, and have strong vanity, so the wind of extravagance and comparison is getting worse. If you don't use brand-name products at the wedding banquet, you will feel very inferior. Newcomers have generally attended many wedding banquets of classmates or friends before their own weddings, so other people's wedding banquets have become a reference for their future wedding consumption. Second, pursue individuality. People born in the 1970s generally like to be original and show their uniqueness. The wedding banquet is the most decent occasion for them to publicize themselves to their closest friends and relatives, so they will not give up this best opportunity to publicize their personality easily. They should not be stereotyped when choosing wedding food, but should reflect their own taste and personality. Third, try to save money. Although modern young people have higher wages, they spend a lot of money on buying a house, furniture, communications and so on, so their hands are not loose. When the couple spend money at the wedding, they often ask for saving as much as possible without losing their dignity. Wedding banquets in China cities are generally held in large and medium-sized hotels, because the price of drinks in hotels has increased a lot. For such a big wedding banquet, the organizers have to pay a huge price difference for drinks in vain. Therefore, white wine, red wine, drinks, sweets and other foods are generally prepared by the wedding organizers themselves. The main channels of wedding food procurement are food wholesale centers and large supermarkets. Generally, when buying wedding food, men are buyers and decision makers, while women rarely participate in the purchase decision. Because marriage is the second most important thing in life, it is very complicated. Generally, marriage organizers need their trusted and experienced relatives and friends to help them, so the relatives and friends of the organizers have also become important decision makers, and their opinions sometimes affect newcomers who have no concept of wedding consumption. Wedding caterers generally have a wide range of social activities and hold weddings for friends more often. Merchants should consciously establish good long-term relations with them. After understanding the wedding consumption psychology and habits, we can meet the consumption demand of the wedding market from the following aspects. Brand naming should be as festive and auspicious as possible. Many products give their own products a strong wedding culture when naming their own brands. Products such as "Jin Shiyuan" wine and "Double Happiness" cigarettes have won the favor of the market by relying on festive brands. At present, there is no national wedding food brand in China. Many companies try to establish a special wedding brand in China through market segmentation, but so far no one has succeeded. The reason is that although the market calls for wedding brands with festive culture, a single wedding brand can't meet the individual needs of consumers at all. They demand diversification in price, packaging, types and brands, which a single brand can't meet. Jiangsu Hodo Group Co.,Ltd. Co., Ltd. once vowed to "build the first brand of wedding wine in China" and gave its products a romantic name "Red Bean Edge", but the market response was mediocre. The market does not believe in the wishful thinking of enterprises. Therefore, when naming brands, we can only take into account the wedding market and prevent the positioning from being too specific; For brands that are born without festive culture genes, there is still a chance to grab the wedding banquet. Packaging embodies two characteristics: festive and convenient. Red is the eternal color of weddings. If matching with gold can highlight the festive atmosphere better, it is the best interpretation that Coca-Cola in red package is more popular than Pepsi in blue package at the wedding banquet. Convenience is also a good breakthrough for products to achieve breakthroughs. After investigation, a candy factory on the verge of bankruptcy in the south found that the wedding organizers had to repackage a large number of bulk candy, so they launched a small red package of candy, and the sales volume doubled. A small innovation saved a business that was on the verge of bankruptcy. For most foods, it is a bit unrealistic to change the packaging for the wedding market in a short time. You might as well add some lovely self-adhesive labels to your original package, such as cartoons of "Mr. XX and Miss XX's special wedding banquet" and "We are married". For food without brand advantage and packaging advantage, promotion and service are two sharp tools to grab the wedding banquet. Buy-and-give promotion is the most commonly used promotion method, and gifts are mainly based on their own products and wedding supplies. Invitations, VIP attendance books, VIP corsage, VIP seat cards, ribbons, salutes, balloons and other small items are all wedding necessities, so they are favored by the organizers. The joint promotion of wedding-related service industries is also very popular, such as: free video, free makeup, free burning of wedding VCD, providing wedding hosts or wedding dresses, etc. Joining hands with well-known local wedding service companies can not only quickly increase sales, but also further enhance brand image. Because festivals and weddings are relatively concentrated, it will help you to grab the wedding banquet by advertising the theme of wedding promotion 7- 10 before the festival. Personalized promotion is more attractive than traditional promotion methods such as gifts and kickbacks. A wine company changed all the labels of red wine to wedding photos of the bride and groom, which aroused great interest of the guests at the banquet. At the end of the banquet, many guests scrambled for personalized wine bottles. This incident was later spread as news by the local media, and the wine companies got a news promotion opportunity for free. Large-scale weddings held by local governments or well-known enterprises attract a large number of people and often become the focus of news propaganda, so sponsoring group weddings will also achieve good results of fame and fortune. Because of the complexity of wedding affairs, if we can save the organizer's time through services, such as regular delivery to designated hotels, it will also open the gap in the wedding market. In addition, at the wedding banquet, because the people attending the banquet often change, there is often a surplus or shortage of food purchased.