In China market, people engaged in marketing know that there are three kinds of people who are most easily impressed-children, women and the elderly. Parents are willing to spend money, as long as they are good for their children, or seem to be good for their children; Women are willing to spend money as long as they can save face; It is also very simple to impress the elderly. As long as it is based on health and longevity, it can make the elderly give generously.
From the perspective of consumer behavior, the reason why a commodity attracts consumers and urges them to buy shows that it must meet some of its needs. At the same time, if any kind of goods can meet the different and multi-dimensional needs of consumers, not just the superficial functional needs, it constitutes a field where goods can meet the needs of consumers.
Health products are also for the elderly. On the surface, health care products are based on health and longevity, advocating to improve health level, improve quality of life and even prolong life after taking them. However, health and longevity are not as straightforward as being thirsty, drinking water and hungry, but rather vague, and there are no objective indicators to verify the effect after taking it. Therefore, health care products really meet the psychological needs of the elderly rather than the functional demands it expresses.
For most elderly people in China society, their lives usually have these characteristics: First, loneliness. Most elderly people live separately from their adult children. Even in the same city, the elderly may not see their children for a whole week or a whole month. Especially those empty nesters whose children are in different places are particularly lonely; The second is the fear of disease and death. When the elderly are old, their health is obviously uncomfortable than before, and their anxiety about death and disease is more obvious; Finally, there is a certain amount of economic savings, especially for the elderly who enjoy a lot of retirement benefits.
To impress the elderly consumers, health care product marketers only need to do two things well: publicize the efficacy of health care products in preventing diseases, treating diseases and prolonging life, so as to comfort the elderly's anxiety and fear of disease and death; Communicate fully with the elderly to help them alleviate their loneliness. On the occasion of "marketing", marketers care about the health of the elderly in every way, soothe their emotions, encourage and motivate them. For the moved elderly consumers, it can not only relieve loneliness, comfort emotions, but also prevent and treat diseases, fully meet the psychological needs of the elderly, and their generosity is logical.
That's not the problem. If the health care products are really effective and the price is reasonable, there is nothing wrong with them. The so-called health care products sold to the elderly are often of poor quality and expensive, and most of them have no health care value. In fact, the stunt advocated by marketing can be completely satisfied from the daily diet, and it does not need tonic or nourishing.
In fact, over the years, the health care products market has been in a state of chaos, full of specious health rumors, pseudo-scientific gimmicks and false advertising statements. In recent years, the health care products market has gradually shrunk to the elderly market. Modern elderly people have hardly received systematic scientific education, and their knowledge structure and experience are not enough to see through the lies behind the marketing gimmick of health care products. Therefore, the elderly will always become the most vulnerable group in various health care products "scams".
Speaking of it, it is really not a matter of 3. 15 to help the elderly stay away from the "scam" of health care products. On the one hand, the relevant government regulatory authorities must take action to effectively control the chaos in the health care products market and cut off the "scam" of health care products for the elderly from the source; On the other hand, how to guide and create conditions for more elderly people to have a sense of security and happiness is a major issue that children and social management departments must seriously consider. This is the fundamental way to help the elderly improve their preventive ability.