Not long ago, netizens made a full screen ipad Mini rendering, which has attracted many people’s attention and discussion. They expect different kinds of products to launch Mini models. It seems that the concept of mini has the potential of rejuvenating in the minds of consumers. < / P > < p > today, when it comes to mini, people will think of the word Mini. It seems that mini has an equal sign with small size. Besides, it is no different from conventional products. Facing the oil crisis in 1956, Britain had to reduce private oil consumption and limit fuel supply. Car fuel consumption has become one of the important factors for consumers to buy a car, which has a real impact on car sales. < / P > < p > Alec Issigonis, then the chief designer of British Motor Company, was in a Cannes hotel to taste wine. He was inspired and drew the first design sketch of mini on a napkin. Subsequently, the first mass production version of the mini was released on August 26, 1959. Mini is a bold innovation in space design. It does not “castrate” core functions and performance, and even uses four-wheel independent suspension design. < / P > < p > this mini, which is small in size, affordable in economy, low in fuel consumption and excellent in performance, can hold four adults, and has become a classic of the generation. < / P > < p > it establishes the three keynote of mini products: affordable price, specific demand, and core performance. When the concept of mini just came into China, the mainstream needs of most Chinese people were still large, large and full, and their size was often linked with their boldness. The bigger the concept, the more it could prove its own strength and pattern, naturally the concept of mini did not come into the eyes of the public. < p > < p > with the development of economy, the insecurity of material shortage has gradually disappeared from the bottom of people’s heart, and the public’s enthusiasm for quantity has gradually subsided, and they began to examine their own needs with a more rational attitude. < p > < p > one of the earliest popular Mini products in China is “mini skirt”. In fact, it does not have much to do with the three keynote of mini car. Although mini skirt does not have the soul of mini, it means that Chinese people begin to accept the concept of mini, which lays a solid mass foundation for the future development of mini. Although the concept of mini began to be popular in China, and there were many mini products, people’s cognition of it remained on the “reduced version of conventional products” for quite a long time. < / P > < p > the ipad Mini is smaller, lighter, more portable and cheaper than the 9.7-inch iPad. However, its core positioning is volume, not to satisfy price sensitive users. < / P > < p > it is totally different from Xiaomi Hongmi’s mobile phone entry strategy. After all, the ipad Mini is much more expensive than the Android Tablet of the same size. It is not much cheaper than the 9.7-inch iPad, and even now it is more expensive than the large screen iPad. < / P > < p > at that time, many 9.7-inch iPad users encountered some problems. For example, some users liked to play games with the iPad, and their wrists would be sour when holding the large screen for a long time. Some users liked to read e-books, hoping that the size of the reader and the physical book was similar, and some users had the need to carry the iPad with them. < / P > < p > the appearance of ipad Mini gives consumers more choices, not on price, but on demand. Under a large demand, it subdivides its own small demand branches, and selects similar products of different sizes to meet their own needs. < / P > < p > the biggest difference between it and mini skirt is that the possibility of different skirts replacing each other is very low, and a girl can have many skirts. However, the ipad Mini and iPad are often either or, and most people’s consumption balance process is relatively cautious. < / P > < p > as long as there is a mini product that makes consumers think, this thinking model will quickly extend to other products of different categories, and consumers’ behavior habits will begin to change, which will affect the whole market. < / P > < p > it’s like skin care. In the past, a bottle of Dabao was enough. Now it can be subdivided into several sub items, such as moisturizing and moisturizing, sunscreen isolation, oil removal and freckle removal. In this way, the money spent will increase. Demand is desire, which is easy to produce and difficult to eliminate. The emergence of mini solves the contradiction between money bag and demand. With the same money, you can buy a variety of different types of goods. The smaller size and capacity also meet the consumption needs of many single people, which makes it successfully integrated into all walks of life. Mini appliances with the capacity of 1-2 people are popular, and products with the suffix Mini are sought after by users. Many snacks and FMCG products in supermarkets have launched Mini products, such as Oreo Mini Sandwich Biscuits, Qingfeng Mini wet tissue, etc. < / P > < p > these mini products have the same characteristics: the price is much lower than the conventional products, even can reach more than 70%. However, considering the unit price, a considerable number of mini products are not cheaper than conventional products. For example, the market price of a mini rice cooker with a capacity of 1-2 people is about 120 yuan, while the market price of an electric rice cooker with a capacity of 3-4 people is generally around 250 yuan. According to the minimum capacity publicized by the government, the per capita capacity of mini rice cooker is about 42%. < / P > < p > in addition, the price of a certain brand of coke in 220ml Mini is about 150% higher than that in the common 330ml cans. However, consumers are willing to reach a win-win agreement with manufacturers when they think that big bottles take up more space and are not portable (mobile cost), can’t drink out of waste (sunk cost), the rest need to be stored in ice (extra cost), and too much drinking leads to obesity (Medical cost). Consumers are willing to reach a win-win situation with manufacturers: businesses make more money and pay less. The mini in this period has quietly evolved. It does not mean that the price is low and the quality is discounted in an absolute sense, but a higher-end “consumption degradation”. Consumers still pursue a certain level of quality, but after many times of weighing, the non core demand can be abandoned in exchange for the reduction of consumption amount. Strictly speaking, it’s not that the product should be smaller, and the suffix hanging with a mini is called mini. For example, thousand yuan machine, small bottle, portable model, Lite version, lightweight, etc., are just Mini products with a different name. < p > < p > take the iPhone Se series as an example. It is different from the ipad Mini demand segmentation positioning, and the price is often only 30% – 50% of the annual flagship model. Apple CEO Tim Cook said in an interview that the iPhone SE’s performance “will be more prominent where the average income is low.” obviously, the price is its core weapon. < / P > < p > at the same time, he also said that some of the iPhone se users are “small screen mobile phone enthusiasts who like technology uncompromising”. Obviously, they also consider the demand segmentation factor. < / P > < p > some businesses even incorporate the word Mini into their own brands. For example, miniso, known as the Chinese version of Muji, focuses on affordable price, balanced quality, small and exquisite, and has achieved great success in business revenue in the domestic market. The reason is price, price, or price. < p > < p > smart merchants like to use mini as a price cover. The most direct advantage of being cheap is to lower the decision threshold of consumers. < / P > < p > when the money in people’s pockets is becoming more and more tense, the consumption degradation packaged with delicacy will become one of the consumption modes of more people. Many seemingly “tall” reasons, such as avoiding waste, using portable and rational consumption, can not escape the core of saving money. < / P > < p > for consumers, is there a real demand for mini, or is it confused by the well-designed thinking trap of merchants? This requires us to open our eyes when making consumption decisions and go into the pit on demand.