Chapter 22 Pursue real long-term value

The added value is always only used to add points above the pass, and it cannot make the unqualified things barely acceptable. Emphasizing added value was once a very important promotional technique in marketing. When the homogeneity of products is high, providing distinctive added value can indeed attract consumers to quickly make a purchase decision.However, it is useless to provide more added value if the product itself is not good enough. It's like when some people fall in love, they don't look at the character and philosophy, and don't talk about hobbies. They first evaluate whether the other party is rich, or whether they can do housework. It is easy to be biased and find the wrong happiness.Being rich or doing housework is just one of the many added values ​​in love and marriage.

When the two parties have the same ideals and similar feelings, being rich or doing housework can certainly add points to the relationship; It's hard to be happy for long. The Dalai Lama said: The warmth and love of human nature are the most important factors in creating intrinsic value.He believes that rich and successful people will be surrounded by many people, but if people's respect for him is only based on material things, once the wealth is exhausted, it will be the beginning of suffering.However, if this person has a warm heart, full of love and compassion, and people respect and trust him from different angles, when he loses his wealth, he will not be in a desperate situation.

It can be seen from this that the most fundamental and permanent value in a person's life is the warmth and love of human nature. No matter how many other advantages there are, they are just added value. Added value is just added value The so-called added value means that consumers look at the benefits other than the product itself, and even take purchasing behaviors for this benefit. For example: the toys that come with McDonald's children's meals, the convenience of a new house next to the school district, the author's signature on the cover of a book, etc. Among them, toys, the convenience of being near the school district, and the author's signature are all added values ​​other than the product, which provide more More purchase incentives to help products add points are the key to successful sales.

But don't forget that the function of adding value is just to provide extra points.When the product itself is already great, the added value does have a finishing touch. On the contrary, if the product itself is not attractive, no matter how much added value is provided, it will not only have no effect on sales, but may even mislead consumers' expectations, which is counterproductive.The once-famous Planet Hollywood Restaurant has locations in every advanced city in the world.At first, it became famous because it was funded and co-founded by a group of Hollywood stars, but the business situation deteriorated, and the stock price per share was even lower than one dollar.

U.S. market watcher Will Lane said: The dishes at the Planet Hollywood restaurant are not good, and there are few celebrities, no wonder the stock price has fallen so badly!His opinion coincided with that of John Gable, the entertainment media reporter. No matter from the point of view of investment, management, or consumers, the most critical factor in the success or failure of a restaurant is whether the food is good or not. The reputation of the owners is only part of the added value.What's more, these well-known celebrities usually disappear after the ribbon-cutting ceremony. They can't even keep those star-chasers who just want to see celebrities and don't care about what to eat. How can the business continue?

It is a common trend at home and abroad that celebrities open stores.However, it is not uncommon for celebrities to fail to open stores.Among them, of course, it involves the star who opened the store, whether he knows the business skills of that industry; and whether he has enough understanding of added value. The popularity and appeal brought by the star of the store is only part of the added value. It may attract the curiosity of the public, but it also relatively raises their expectations.If the product itself is not good enough, consumers will be disappointed and reject it faster than the average person.

This principle of marketing is not only applicable to dealing with people in the world, it can also be applied to a good relationship. People who are often greedy for petty gain and lose big because of small things, just reflect their own values Do not pay attention to the product itself, but only pay attention to the added value, it is absolutely a waste of money.Although the pursuit of things may be different at each stage of life, the added value is always just a bonus for passing the pass, and it cannot make the unqualified things barely acceptable. Looking at it from another perspective, if you settle for the next best thing in order to like added value, and reluctantly accept people or things that fail, you will definitely regret it when you need practical value.For example: At work, if you accept a job you don't like in order to covet a high salary, it won't last long, either because you have mental problems or your health is on the red light.In love, if in order to enjoy the glory and wealth, you choose a person who is rich but can't talk to you, and it's a pity that you don't have any taste, how long can you compromise?

Feeling, if the next best thing is to be wronged.Principles, if forced to retreat, are disqualified. Wronged acceptance and unqualified compromise are called losing your wife and losing soldiers on the battlefield, and being greedy for small gains and suffering big losses in life. They are all small losses and big losses, and it is absolutely uneconomical to choose.