The simple way for Eskimos to store food is to throw it on the ground and thaw it with hot water when eating. In fact, the refrigerator is also needed, but it is not used for freezing but for heat preservation. In Gao Hong's view, a joke is an opportunity, so he took two refrigerators to the North Pole and gave them away before selling them. Living with Eskimos, Gao Hong found that Eskimos hunted a lot, and a refrigerator could not meet their living needs. He also found that there are refrigerators in the North Pole, but they are particularly easy to break down because the local voltage is unstable and no one repairs them. After deeply understanding the life and consumption habits of Eskimos, Gao Hong immediately returned to China with repairmen, 60 refrigerators and some parts with thermostats and regulators, and returned to the North Pole. In sales, Gao Hong filmed the usage of the refrigerator as DV, presented China special condiments, taught Eskimos to wash food with melted water in the refrigerator, avoided cracking with hot hands in the refrigerator, and taught China special cooking skills. After that, Gao Hong also sold the refrigerator to the local ice hotel and set up a maintenance company. After reading a report, people can't help but admire. After careful reading, they thought of a marketing concept often mentioned in marketing discussions, that is, humanized marketing of differentiated marketing. Selling refrigerators to the North Pole, putting the concept of refrigerators into the life of the North Pole and Eskimos, and through differentiated humanized marketing, China boys have quietly become millionaires. This case is very classic and can be written as a textbook model. What is human marketing? The analysis is actually very simple. First, go deep into the target group to conduct market research and perceive their real needs. Based on the demand of products, stimulate customers' desire to buy and successfully transform it into market demand. With her life experience in the Arctic, market research, sample giving and the surprise of using the Arctic refrigerator, Gao Hong successfully realized the whole process of "demand-desire-demand". The starting point of humanistic marketing is not to sell for the sake of sales, but to establish a friend relationship with customers. Second, meet the demand and successfully realize the delivery value that customers are satisfied with. Eskimos need refrigerators, but no one helps them solve the problem that refrigerators are always broken. Gao Hong learned about the demand for refrigerators and began to solve this problem. The use of thermostats and thermostats, the maintenance of refrigerators, the development of new functions, and the gift of China special condiments have made Eskimos feel the care of friends, rather than simple business relations. Third, the humanized service embodies the differentiation of marketing and grasps every detail of the market. There are many means of marketing differentiation, such as product difference, service difference, channel difference and price difference. , and the most fundamental thing is the service difference. Gao Hong went deep into Eskimo's life and opened up new markets with humanized service: at the same time, he gave away CDs on the correct use of refrigerators, developed clever uses of melting water in refrigerators to clean food and warm hands, gave away special condiments from China, taught special cooking methods from China, and made friends with target groups instead of doing business. That's all that matters. It is based on the customer relationship like a friend that Gao Hong deeply understands the living habits of Eskimos, perceives their refrigerator needs and develops new functions. Being friends will pay more attention to each other's life and needs and serve each other better; It's just that doing business pays more attention to selling products, which often ignores the real needs of customers and even loses the market. Blue Ocean has a broad market, and the way to achieve it is to go deep into customers' lives, understand their real needs, and care for them like friends. Gao Hong left us a lot of sources of thinking: agricultural products market.