Looking At Differences Between Chinese And Western Marketing Concepts From "No Reason To Return"

Recently, a piece of news published in the newspaper aroused my great interest: "the Beijing industrial and commercial bureau implements the" no reason to return "in the commercial enterprises of the whole city, that is, as long as it does not affect the two sale, customers do not like it.

And we call on all major shopping malls and supermarkets to establish a pre payment fund to start a fast access to consumer disputes.

The industry and Commerce Bureau also stressed: "shopping malls should not set artificial barriers for consumers."

In my opinion, this is a qualitative leap, marking the pformation of business philosophy from simple sales to more advanced marketing.

I personally feel lucky to feel "no reason to return".

In the midsummer heat, I decided to install an air conditioner at my home. I bought a brand air conditioner at Suning Appliance. I know that the factory worker sent to install the worker said that the wire at home was too thin. I am afraid the overload would cause short circuit. So I decided to return the goods. I looked for the person in charge of the shopping mall, simply explained the reason, and returned the goods smoothly, and the money returned to my account in four or five working days.

Through this matter, I have a certain preference for Suning Appliance, because I feel that as customers are respected by businessmen, it is easy for both sides to reach understanding and communication.

In my impression, a few years ago, such a calm "no reason to return", although in western countries has been very common, but in China is still unimaginable, and now, although with the prerequisite "do not affect the two sale", but after all, began to do so, it can not be said that it is a qualitative leap in the concept.

    從“無理由退貨”到有中國特色的營銷文化 

In marketing, there are great differences between the two concepts of "sales" and "marketing".

Simple sales aim at short-term performance and profit. In other words, we need to earn money quickly.

While marketing focuses on long-term customer relationship development and market cultivation, although it also needs to make money from customers, it stresses more to provide good services to customers, and achieve win-win results through long-term friendly relations with customers and mutual interests.

Successful marketing can impress customers, even let customers buy things in a certain business for a lifetime, and introduce their relatives and friends to establish a good reputation.

When I was studying in the United States, I found that in order to make customers happy, businesses could even magnanimate their customers to the extent that they could not believe it. For example, customers bought a piece of clothing and the promise of shopping malls could be refunded within 3 months.

This is based on the credibility of the company as a guarantee, really let customers shopping without worries.

In the United States, every year from the end of November to the end of December, Christmas season is the peak season. The discount rate is quite high, and even many goods are free.

As for profit margins, as long as it is reasonable, customers are often deeply touched by such marketing, and even long enough to identify a shopping mall.

At the same time, it also fostered a mutual trust relationship.

The reason why I say "no reason to return" is a change from simple sales to more advanced marketing is because China and Western countries have a huge difference in marketing concept. For the time being, most of the business enterprises in China are still in the pure pursuit of sales performance and profit sales, for example, in all enterprises, the sales staff are the majority, we call it "running business".

Other departments, such as scientific research personnel, account for a small number.

In the United States and other western countries, in the early twentieth Century, they also experienced the era of sales based, and there were some successful cases. At that time, salesmen were given such incentives: as long as I tried to sell products, they could become millionaires.

But such sales methods are rare in western countries. The complete and advanced marketing concept has been deeply rooted in the hearts of the people.

In China, some businesses are also learning such marketing methods. For example, electrical appliances sell discounted electrical appliances. Many customers queue up in the middle of the night, but there are always some sellers who are "too smart". They often do some "trick" because they are too concerned about profits and losses in the short run, for example, they promise to give customers the lowest price on the surface, but the same products are differentiated by different models in the places where customers can not notice.

This has something to do with our consistent thinking patterns and our business environment.

Good commercial credit also needs to improve the quality of consumers.

But on the whole, China's business development is also learning from advanced international enterprises. "No reason to return" is a good example.

In western countries, the formation of brands often takes a long time, and is formed in the long-term interaction with customers.

If Chinese enterprises do not attach importance to the long-term brand formation process, and only pay attention to short-term profits, it is very difficult to form our own brand.

China is known as the world factory, because some domestic enterprises are keen on engaging in OEM production. They clearly have their own production capacity. But because of their lack of independent brands, they need to paste others' brands and earn less than 1/10 of the profits of others. The formation of good brand is often a long-term accumulation process.

For example, in the United States, businesses and consumers strive to maintain relations with friends, set up databases for customers, visit regularly, so as to keep abreast of customers' purchasing habits and preferences, and so on. In such a subtle way, consumers have feelings for businessmen. When I was studying in the United States, when a nearby community supermarket went bankrupt, consumers even cried.

This is a real return to businesses, and it is also the largest intangible asset of a company.

In China, the relationship between businessmen and consumers tends to be antagonistic. The prices of businesses are often very high, while consumers do not know the reasonable price. After buying, they feel very bad and can not retreat.

Customer displeasure means losing God to businesses.

In my opinion, for the advanced marketing methods of western countries, our commercial enterprises should not only learn in form, but also renew their traditional ideas and form a marketing culture with Chinese characteristics, so as to improve the antagonistic relationship between businessmen and customers and achieve harmony and win-win results.

     正確理解和引導“消費者自我控制” 

Due to traditional, cultural, economic, social and other reasons, China is a consumer self-control self-control especially strong country, the savings rate is particularly high, and the government wants to guide consumption, on the one hand, consumers get welfare; on the other hand, let businessmen get more profits, so that the economy can grow faster and achieve a win-win situation.

There are many skills to overcome consumer self-control.

The so-called consumer self-control, popularly speaking, is consumers' prudent control over their consumption behavior.

Reasonable self-control can guide consumers to make reasonable consumption, and excessive self control makes consumers abandon or even hate consumption.

For businesses pursuing short-term profits, consumers' self-control self-control is indeed a big enemy of sales. What they expect is that the best consumers do not have a bit of self-control when shopping.

From the marketing point of view, it is the highest level of marketing to guide consumers into friends through self-control of consumers.

For example, when some consumers encounter too strong self-control, they show "excessive control", which is not a good thing for consumers themselves.

Through careful observation, some marketing masters find that many consumers' self-control is only manifested in buying things for themselves, while shopping for others is very generous and seldom shows self-control.

So the marketing masters came up with a way to help the customers convince themselves, learn how to repay themselves well and so on for good reasons.

Therefore, the scientific way of marketing is to help customers find good reasons to convince themselves.

In this regard, there are many successful cases abroad, such as the famous company of chocolate, its advertising word is: "only 2.5 dollars, you can buy a particularly good mood!"

The success of this advertisement is because it caters to the psychology of consumers and guides consumers to a suitable point.

But many domestic businesses aim at pursuing short-term profits, often leading consumers to over consume, resulting in serious financial problems, or bad mood, and even a sense of vigilance for businessmen.

As a businessman, it is reasonable to understand the self-control of consumers, because it is not easy to earn money, and when shopping, they are trapped everywhere, or misled, and so on. Consumers have to control themselves.

If the consumer environment is particularly good, the self-control of consumers will naturally be eliminated.

Therefore, to achieve the point that consumers and businesses are satisfied, more consumers should be considered from the standpoint of consumers.

This is the same thing as making friends. If you can put yourself in the other's shoes, the relationship between the two will get better and better.

There is a slogan: "business changes the world!"

Healthy business will make the world more and more healthy.