Scenario-Based Brand Procurement Strategy

When you’re doing procurement, don’t just think about the performance of the product and the price. Think about the suitability of the product for the specific scenarios and the target consumer groups. The demands for headphones are significantly different across various scenarios. Therefore, when you’re laying out products, you should focus on the following aspects:

• Product Features: Customize products based on the scenario requirements. For example, headphones for outdoor sports need to be waterproof and comfortable to wear, while those for commuting need to have excellent noise isolation.
• Comfort and Wearing Style: Different scenarios require different levels of comfort. Comfort is especially important for headphones worn while running, while headphones worn for long hours in the office need to be comfortable to wear.
• Product Design and Appearance: Scenario-based layout also involves product design. The appearance and color of the headphones may vary based on the consumer’s lifestyle and the specific needs of the scenario.

Open-Ear Headphones: Ideal for Outdoor Sports and Daily Activities

Applicable Scenarios: Running, Cycling, Outdoor Sports, Walking, etc.

For consumers who like outdoor activities, open-ear headphones are a good choice. These headphones have an open design that allows you to hear both the audio content and the surrounding environment. This design avoids the safety risks of completely blocking out the environmental noise. The core advantage of open-ear headphones is their unique ambient sound transparency. You can enjoy audio content and still be aware of your surroundings. This makes them especially suitable for exercise.

Brand Procurement Strategy:

• Customized Design: Since headphones for outdoor sports need to be stable and comfortable, you should prioritize models with simple, secure ear hooks.
• Waterproof and Durability: Outdoor activities require headphones with excellent waterproof performance. You should prioritize headphones with at least an IPX5 rating to withstand sweat or rain during workouts.
• Long Battery Life and Compatibility: In sports scenarios, battery life is crucial, especially for consumers who engage in long training sessions. Choose headphones with long battery life and convenient charging features to appeal to consumers.

In-Ear Headphones (TWS): Ideal for Daily Commuting and Office Environments

Applicable Scenarios: Commuting, Office, Long Hours of Wear, etc.

For many office workers and urban consumers, in-ear headphones (TWS) are the most common type of headphones for daily use. These typically come with Active Noise Cancellation (ANC), which effectively isolates external noise and improves sound quality. Due to their compact size and comfortable fit, in-ear headphones are particularly suited for commuting, where they can block out ambient noise in public transport and enhance the listening experience.

Brand Procurement Strategy:

• Effective Noise Isolation: In commuting and office scenarios, people need noise isolation to focus on music, conference calls, or other content. Therefore, it’s crucial to select TWS headphones with ANC functionality.
• Comfort and Fit: Since these headphones are worn for long periods, comfort is a key consideration. You should focus on models that offer multiple ear tip sizes to allow for a customizable and comfortable fit.
• Battery Life and Fast Charging: Commuters need headphones with long battery life, especially during busy workdays. Choose models with fast-charging capabilities and over 12 hours of battery life to ensure continuous use during commutes.

Over-Ear Headphones: Ideal for Travel, Flights, and High-Quality Audio Experience

Applicable Scenarios: Travel, Flights, Trains, Studios, Home Theaters, etc.

Over-ear headphones usually provide exceptional sound quality and completely cover the ears to effectively block out external noise, offering an immersive audio experience. For consumers who need superior sound quality while traveling or those who wear headphones for extended periods during flights, over-ear headphones are the perfect choice. These headphones excel in audio quality, comfort, and noise isolation, making them ideal for long-duration wear, especially on airplanes or trains.

Brand Procurement Strategy:

• Superior Sound and Active Noise Cancellation: High-quality audio is the core demand in this scenario. Therefore, you should focus on headphones that deliver high-fidelity sound and incorporate ANC technology.
• Comfortable Design: Since over-ear headphones are typically worn for long periods, the softness of the ear cushions and the material of the headband are essential factors in choosing the right model.
• Portability and Foldable Design: Despite offering superior sound quality, over-ear headphones also need to be portable. You should select foldable models that are easy to store and carry during travel.

Advantages and Challenges of Scenario-Based Product Layout

Scenario-based product layout not only helps brands meet the diverse needs of different consumer groups, but also allows brands to position themselves more precisely in the market. By aligning products with specific scenarios, brands can:

• Enhance Consumer Experience: Scenario-based products enable consumers to have the best experience in specific situations, enhancing user loyalty to the brand.
• Segment the Market and Increase Brand Competitiveness: In multiple niche markets, brands can use different headphone types to meet specific needs, avoiding direct competition in the mass market.
• Optimize Inventory and Supply Chain Management: Clear scenario positioning helps brands optimize inventory and production planning based on demand, improving procurement efficiency and reducing waste.

However, scenario-based layout also faces some challenges:

• Accurate Market Segmentation: Scenario-based layout requires brands to accurately understand consumer needs. Any misalignment in scenario positioning could lead to over-fragmentation of the product line.
• Product Design and Development Costs: Launching different products for various scenarios may increase product development and manufacturing costs. Brands need to balance cost with market demand.

Conclusion

Brand procurement through scenario-based product layout is an effective strategy to enhance market competitiveness and meet the diverse needs of consumers. By precisely analyzing consumers’ lifestyles, you can offer headphones that better match their needs, whether it’s the comfort of open-ear headphones for exercise, the convenience of TWS headphones for commuting, or the superior sound experience of over-ear headphones for travel. This approach can help you break through market homogenization, enhance your brand influence, and win over more consumers. Going forward, you should continue to deepen your scenario-based layout, using flexible product designs and precise market positioning to capture consumers’ attention and remain competitive in the evolving market.