Marketing Mode Towards The Post World Expo Era

　　 After going home from work every day after dinner, I went to the Christina store near the community to buy second days' breakfast when I went out for a walk. It was part of the life track of Wang Song, a white-collar worker in Shanghai. After the start of World Expo, he found by accident that when he arrived at Christina around seven or eight o'clock, there were fewer kinds of bread to choose from.

" World Expo In the meantime, everything sells well. But Wang Song wondered, too, outside the busy Expo Park. christine How is bread sales affected?

Inspiration from Expo 2010

Wang Song's feelings were confirmed by Christina, chairman Luo Tianan. "Actually, our 8 factories start work 24 hours, but they can't meet all the requirements of all the stores inside and outside Expo Park, so we only have to give priority to Expo Park, and the stores outside the park have to reduce the supply." Luotian Ann reluctantly explained that only about half a month after the end of World Expo would such a situation be restored.

"It is not the lack of hardware, but the shortage of manpower." Luo Tianan sighed that the Expo has brought unprecedented prosperity to the service industry in Shanghai, and the service industry is generally nervous. He plans to set up a baking school to meet the company's growing needs and social needs.

From the perspective of the industry, the rapid growth of baking industry is facing more and more pressure on the bottleneck of talents. It is urgent to establish and improve the professional training and education system of talents and raise the level of domestic baking education.

Luotian an also said that salesmen are easy to find, but cultivate one. Baker But not in the short term. Christina's existing bakers are basically internally trained, but they need more professional bakers to develop their industries.

He hopes to set up baking school after the Expo, so that Christina can further develop in the future.

Transformation and innovation of business mode

The harvest in Expo marketing is not only a perception of talents. Through exchanges with foreign counterparts, Luo Tianan has decided to expand the original business model into five business models, namely, popular stores, good neighborhood stores, subway business models, flagship stores and pastry shops.

For bread and cake shops, location and business models are one of the most profitable options. In addition to occupy the core area of the city, even in the remote community, Christina also laid the stage early, sometimes some shops did not earn enough money for two or three years, "this is called" holding shop ", Luo Tianan said. Thinking from the strategic layout has made many stores accumulate.

For example, subway line 2, a few years ago, the subway line 2 had fewer people, and the profit of the shop was not good. But now the storefront is surging. Now, Christina has established a strategic cooperative relationship with the Shanghai metro, and has opened 16 subway stores in Shanghai Metro Line 1, 2 and 3, and has set up nearly 50 stores in the vicinity of several hundred meters near the tracks.

In business mode, as a designated supplier of pastry bakery in World Expo, innovative ideas and methods must be developed. In order to practice this idea, in March this year, Europe held the theme of "innovation" baked food exhibition. Luo Tianan discovered the concept of innovative baking. Consumers can see the dish combinations of their own eyes and make them immediately before they finish eating.

Following the impact of World Expo, Christina's innovation, which led to the new experience of consumers baking food, was planned as one of the innovative industries of Christina. In the flagship store of Expo Park, this innovation has appeared, and it also appeared in the Christina flagship store of Xujiahui subway station.

The effect of word of mouth marketing is greater than direct income.

World Expo ended, but the song ended.

In the post Expo era, the Expo Bureau needs to re plan its venues. When asked for advice, the Expo Bureau asked whether any businessmen were willing to stay in the original store after the Expo, and Hang Guofeng, who had been responsible for the Expo, had no idea. Luo Tianan believes that we must keep the first and two stores near the Expo Axis. We also suggest that Hang Guofeng pay attention to the shops near the China Pavilion. If there are any businesses that decide not to renew them, Christina will be willing to rent them.

Profit from World Expo is not all Christina's goal. What Christina values more is to enhance the brand effect through the opportunity of World Expo, that is, to achieve a better "afterworld" effect by brand and reputation. Although sales of stores outside Expo Park have risen overall and profits are better than gardens, Luo Tianan believes that the effect of word of mouth marketing will far outweigh the direct gains.

For Luotian, the Expo is an excellent opportunity for the training team. Through the comprehensive mobilization of the Expo, there has been a great step from production, transportation, sales, services and internal management. The "Expo experience", "Expo standard" and "World Expo marketing mode" have made Christina's vision broader, more professional and integrated with the world.

　　 Christina, who has more than 800 stores, has greater ambitions for the future. "There are still 1 yuan in China," Christina said. Luotian believes that with the improvement of the quality of life of Chinese people and the integration of international lifestyles, more and more young people may give up cakes, porridge, fried bread sticks and choose bread and milk. In addition, with the continuous development of China's mainland economy, Chinese people will be more sophisticated in future time management, and time saving and healthy bread meals may become a common choice for white collar workers.