达芬奇家具的推销术

达芬奇家具事件最近又起波澜,孰是孰非,一时难有定论。人们都把注意力放在商场与媒体人士的争执上,却忽略了消费者。对于消费者来说最重要的是,应该从中吸取什么教训?

抛开造假事件不谈,我对达芬奇家具的印象,来自去年7月媒体暗访的一段视频。在视频中,记者参观了达芬奇的一个展销活动。导购小姐指着一款家具对记者说,这款家具使用的是一种名为菩提木的特殊材料,菩提木是印度的一种圣树,是一种觉悟树,佛祖就是在菩提树下悟道的

不知道普通消费者听了这段话后,会做何感想。达芬奇卖的是高端家具,售价动辄数十万。消费者应该更加谨慎。只要稍微做点功课,就能发现导购的话很不靠谱。印度的菩提树(Bodhi tree)是观赏植物,并不是做家具的材料。用来做家具的菩提木又被称为椴木(basswood),是广泛生长于欧亚北美的一种落叶乔木,与印度的智慧树没有关系,也非名贵木材。

商家知道这款家具并不名贵,所以硬要添上些文化内涵,说佛祖就是在这菩提树下悟道的。但这和消费者又有什么关系?菩提树被视为圣树,受到信徒的供养。佛祖并没有把菩提树砍了做家具,消费者使用这样的家具,能让他们更神圣和更有智慧吗?所以,达芬奇这一套可谓是不诚实的推销术(ploy)。

在一个理性的消费者看来,导购的推销存在常识性错误,逻辑混乱,毫无说服力。但它的这套说辞应该有效果,因为在造假事件之前,达芬奇家具的销售一直很好。

消费者肯定不愿意花高价买劣质商品,但由于对产品缺乏了解,或是对品牌的迷信,往往倾向于相信商家的介绍。有些推销商利用了这种心理,做出夸大不实的宣传。又比如,某国际知名品牌推出了一款以新型面料制作的西服,很多网站、媒体在介绍时说,这种面料拥有神奇的降温效果,能使人的感知温度降低10°C。其中一家网站还特别举个例子,当外界温度为40°C,穿上这款西服,你感觉到的温度只有30°C。

不知这种西服是什么样的神器,竟然能改变人体的感知。两个环境的温度相差四五度,人就能感到极明显的凉意。这件衣服能把人的感觉降低十度,那就真跟掉进了冰窟窿似的。这也是一件要命的神器,据说有攀登珠峰者,因酷寒和缺氧致使大脑功能紊乱,产生燥热难当的错觉,结果脱光了自己的衣服,祼死在雪山上。这件神器刚好相反,它让人在该觉得热的时候不觉得热,不采取措施避暑降温,还穿着厚厚的衣服到处跑。可见,穿上它是有生命危险的。

到该品牌的官方网站查看,会发现原文与国内商家宣传大不一样。原来它只是开发了一种可以直接反射光线的深色面料,能让消费者在夏日下穿着时感觉凉爽一些,无论官网的介绍是否有科学依据,至少没有降10度那样夸张。

禅宗的最高境界是看山是山,看水是水,可商家的误导往往使消费者看山不是山,看水不是水,看垃圾也不是垃圾,甚至把臭鱼烂虾看成了娃娃鱼。消费者需要保持头脑清醒,不盲从,不迷信,少听他人忽悠,根据个人体验和实际需求购买商品,必要的话再做一点功课,由此才可能躲过各种营销陷阱。


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达芬奇家具的推销术》上有 25 条评论

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