Which China Wins Valentine's Day Marketing?

　　 August 16, 2010 is the Chinese lunar calendar. Tanabata Festival 。 In the past, this is not too much attention by the Chinese people. With the increasing popularity of Western Valentine's day in China, it has gradually been named "China's Valentine's Day" and is increasingly respected by people. Because, after all, the love story of "Cowherd and Weaver Girl" has long been regarded as a classic by Chinese people.

Festivals, as an important part of people's daily life, are also showing a trend of differentiation. The same festival was crowned with different themes, and different groups of people involved in the festival were put into the festival activities in their own way.

　　 Wang Lin's plan

Seeing that Tanabata is approaching, Wang Lin, who is very busy on weekdays, is also calculating how to live an interesting China in his busy schedule. Valentine's Day 。 The white-collar worker of this foreign company is married for one year, and the anniversary is exactly August 16th. Beginning in the early August, Wang Lin began collecting relevant holiday information from the Internet. Shopping promotion and preferential activities in the mall were her main focus because she wanted to prepare a decent gift for her husband on this special day. At the same time, I want to add happiness and warmth to my life.

Frankly speaking, there are not many consumers like Wang Lin who have definite holiday needs. Holiday marketing means to accurately grasp the holiday consumption needs of consumers during the holidays, and comprehensively use marketing methods such as advertising, surface promotion, on-site promotion and promotion, so as to improve product sales and enhance brand image. Remember, though " Holiday marketing "Belonging to a part of the overall marketing planning of an enterprise, but since it is a holiday marketing, it can not ignore the" time of the festival "period. In a relatively short period of time," holiday marketing "wants to omnipotent and omnipotence is very difficult. To draw up the expected target of marketing, from a certain point of view, it is to make trade-offs, to divide priorities, to be targeted and executable, so as to concentrate superior resources, focus on blasting, and achieve twice the result with half the effort.

As we all know, holiday marketing is one of the main means and means of "price reduction promotion", advertising, promotion and so on around the price. However, many companies believe that price reduction is a big price war. The focus of marketing is on how to reduce commodity prices. For example, the promotion of moon cakes in previous years is not "full court specials" or "buy a few to send several". In the face of such commonplace "giving away" or "giving up profits" and so on, the consumers have long been numb.

How can Wang Lin and her husband spend the beautiful Chinese Valentine's day and wedding anniversary? There is no definite answer yet.

　　 Li Fan's planning book

Li Fan, a marketing manager of a famous clothing enterprise, started planning the market activities of Chinese Valentine's day in August after the May Day. Now, the plan has come to the stage of implementation.

In Li Fan's "seventh day Valentine's Day" shopping promotion plan, wrote:

The purpose of the campaign is to exaggerate the atmosphere of Qixi Festival, promote the sales of the products during the Valentine's day, and enhance the affinity of the brand. Slogan: are you ready for Chinese Valentine's day? Activity time: August 16th (lunar calendar July 7th, commonly known as Tanabata Festival) Because of the limited space, Li Fan's planning books can not be repeated, but this book highlights the intensity of "experiential marketing" during the festival.

With the improvement of income level and quality of life, consumer demand has gradually escalated from mass consumption to personalized consumption. Customized and personalized services have become a new demand hot spot. Experiential marketing is on demand.

Customers who are loyal to "experiential marketing" are not only the products or services provided by merchants, but also a spiritual pleasure experience. At this time, prices are no longer sensitive to them. They are willing to spend more than a few times or even tens of times the price of products or services to buy a favorite feeling.

In holiday marketing activities, enterprises should focus on mining and stimulating consumers' "experience needs". As early as the coming of the festival, enterprises should organize distributors to train relevant salesmen on the front-end terminals, and open up activities areas at the promotional sites, create a consumption life scene, and through professional design of "talking skill" and skilled salesmen's skillful guidance, enable consumers to quickly enter the role, stimulate his desire to "experience one", so that they can love their products at first sight in the dazzling commodity counters and dazzling products.

　　 Zhao Qianqian's "small station training"

In order to take care of his son who is under the age of one year, Zhao Qianqian resigned the company's accounting work which has been working for 10 years. After six months' combing, the family life has been basically sound. At this time, she felt that she had to do something. On the Internet, Taobao often unwittingly discovered gold foil roses and lovers' shirts suitable for sale during the Valentine's day. So she began to plan her new job. Through bargaining with manufacturers, she procured a batch of the above products, then opened her store on Taobao, and took a lovely name, "sissy house". But in the first month, the sales situation was very bad, so she began to look for other promotion methods. The husband engaged in telecommunications value-added service gave her an idea to expand publicity through sending short messages. This move is indeed effective. With the issuance of short messages, the number of online shops is increasing. Even a lot of people call directly for gold foil roses and ask for delivery to designated locations during Valentine's day. Now, Zhao Qianqian can be busy. After hiring a courier company to do the logistics work, she sometimes brings her baby son to drive the car personally. Though busy, her heart was very happy.

Modern marketing methods are changing. It is also a way that many enterprises are trying to pass on enterprise information through scientific and technological means, expand brand influence and promote product sales. Sun Tzu's art of war cloud: "all battles, to coincides with Clipsal." Such a theory is also suitable for the battlefield of holiday marketing. In the increasingly bloody Festival promotion campaign, businesses need not only integrate various effective marketing resources and promotional tools, but also need to know themselves and prepare for a rainy day, so as to make innovations in terms of activity planning and sales promotion.

After screening, Wang Lin finally bought an exquisite leather wallet for her husband at Beijing anzhen Hualian Shopping malls. She did not buy it at a discount - because in her opinion, love can not be discounted. However, she got two tickets for the puppet theater, which was provided by the brand for 160 yuan.

Meanwhile, Zhao Qianqian's husband bought a gold leaf rose on the Internet and gave it to his wife, which made her feel warm in her busy life.