About the Lobster Advertising in China
In China,since the lobster is not a common
consumption due to its rarity,and it is rarely seen in many lower-tier cities
and small restaurant.So through history,the target market for lobster is often
limited to a few certain crowd of people who can afford and have access to it.And the advertising
strategy is also made to fit this.As people can hardly see TV commercials on
lobster,because TV commercials are towards all people in a country,people from
all districts,all levels,most of whom will pay little attention to the things
they will not buy,and that the cost of TV advertising is so high that the
revenue the ads brings can hardly cover it.So most merchant would like to
choose the cost-efficient way,such as post up billboard in some primary trade
district or market them directly to some target customer.This truly is a cost
saving method,however,it gives up the chance to dig potential demand and
develop potential customer.
As we can forecast that the upscale dinning
market now is facing a falling tendency,partly because of the new policy
brought out by the Chinese government leaders on resisting officers’ public
consumption.The lobster market will also be influence a lot by that when less
and less officers can go to the high-level restaurant and consume luxuriously
using public funds,which is a very big source for the high-level catering
industry .So the lobster merchant should do some change on their advertising
strategy to convert their target audience from a small group of people to a
larger number of them and develop new demands.
And the fast development of the e-commerce in
China have just helped to do the change.Now the consumption pattern is not
limited to purchasing on the spot.The more and more mature of the B2C, C2C,and
O2O form of e-commerce have largely offered a more vast market space for the
merchants to cultivate.And a lot of wise lobster merchant have come to aware of
this and spend a lot on the Internet advertising to exploit the new market.The
cost of advertising on the Internet such as on Taobao,Tmall,JD,or deliver
advertisement on some websites is not much compared with its revenue.The 11.11
online shopping activity just past by have offered the lobster merchants a
great opportunity to bound advertising and selling together.A lot of merchant
made good use of this chance and advertised and sold a lot,including 90.000
lobsters from Canada are purchased to be imported to China on that day.So we
can see that there is a trend that the lobsters market will go downstream to
more people of mass consumption.To bring the lobster from the upscale
restaurant to more average people’s home.To lower the price and promote the
sales volume.
There are some other signs that also seems to
contribute to lowering the price of the lobster.One is that more and more
countries are developing their own cultivation of lobsters,which will make the
lobster market more and more free and competitive.The other one is that since a
large amount of lobsters people consume in China are imported from foreign
countries,and now,the import and export policies of China with many other
countries have become more and more open and the tax rate is getting lower.
According to the market changing tendency of
lobster,we can also analysis its trend of advertisement strategy that it will
removed little by little its luxuriant outside that they previously tried hard
to add to it and make it more close to normal people’s life,and focus more on
the lobster itself,about its taste and health value.But it still need to retain
some of its high-level feel,to ensure a good customer experience to make the
customer believe that the money they spend is deserve.So here is a balance.
The lobster in China now can be divided into
two kinds according to its sources.One kind is the lobster cultivated in
China,and the other one is the lobster imported from foreign countries,mainly
Australia,North American,and Europe countries.These two kinds of lobsters can
have some small differences on advertising strategies.The former one may make
more words on its price advantages,and the latter one may add colors to its
origin.
Another thing related to the lobster’s
advertisement need to notice is that in China,there is another kind of
aquatilia called cray,which is very popular among the young people,that seemed
to be a competitor to lobster.Because in the Chinese language,people prefer to
call it little lobster,and it has the similar outlook to lobster but much
smaller and cheaper.Some people tend to get mixed with them.And a lot of
advertisement of cray would even use the name of lobster directly.So,if the
lobster merchants are going to expand the lobster market to common consumption
group,one thing they may need to do is to use some PR strategies to rectify the
common sense of it and lead people to believe that lobster is totally separate
from cray,and to a large degree better than it.
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