Secret: Secrets Of Starbucks, P & G's Sustainable Operation

Traditional manufacturers turn to operators. Customers are no longer customers, but users.

With the arrival of the new year, Starbucks's beautiful calendar has been shown in the store, which consums a total of 80 yuan to give a desk calendar.

This is not only a calendar for displaying dates, but also a continuation.

The restaurant will pay 60 yuan voucher for the customers when they check out the bill. They can use the cash as the next meal.

The same is true for supermarkets. Consumers can produce discounted membership cards and score points. They can be used to exchange lottery tickets or to replace some commodities.

This is a new business mode - Operator mode.

Whether they are coffee shops, supermarkets, restaurants, airlines or hotels, they do not treat consumers as consumers, but treat them as users.

The key word of user is "use", constantly promoting your use, using all methods to stimulate your use.

You get the voucher. In order not to waste, you go back to the restaurant next time. In order to make your points into commodities, you go back to the supermarket to spend.

In this way, customers are no longer customers, but customers who often bring business to businesses.

So what's Starbucks's calendar? Every month in the calendar, there are cards that can be cut out, not a cup of iced coffee in summer, a tea that can taste autumn, or a caramel marduo in early spring.

You will become a user of Starbucks if you develop continuous habits.

This is not new, and traditional businesses such as Procter & Gamble also take consumers as users.

Customers spend 30 days on a tube of toothpaste. How can we make consumers become users? That is to promote their consumption.

As a result, the diameter of the toothpaste openings increased by 65%.. Most people did not look at the thickness of the toothpaste when squeezing toothpaste, but only squeezed according to the length of the toothbrush.

In this way, a tube of toothpaste will be consumed in 20 days, and we have to buy it again.

In addition, in order not to let consumers feel that manufacturers will also reduce the foaming agent in toothpaste by 35%, toothpaste users unknowingly increased consumption.

P & G successfully turned mass consumers into users.

P & G, Colgate, Unilever three daily chemical enterprises accounted for 78% of the global toothpaste market, competing against each other.

In 2010, people in their marketing department sat together and reached a consensus: 30 years of public education, so that the public could accept a concept of brushing their teeth after meals.

Do you think this market education can be successful? Let's take a look back at the history around us. Ask your parents, how many times a day do they brush their teeth when they are your age? Then ask grandpa and grandma how many times you brush your teeth at your age.

Toothpaste and toothbrush appeared in 1912. In less than 100 years, people have successfully developed the habit of brushing their teeth two times a day.

With this history, we have reason to believe that in less than 30 years, the public will accept the habit of brushing their teeth after meals.

As a result, the consumption of toothpaste will increase, and even the equipment of restaurants should be increased. Not only should they have chopsticks and fork knives for meals, but also disposable toothpaste and toothbrushes.

In this way, these three daily chemicals enterprises are stealing fun. It is estimated that Chinese toothbrush manufacturers will be happy.

What is the business model? P & G's traditional manufacturers are operators, customers are no longer customers, but users.

In this way, we do not need to do more advertising. If we improve the satisfaction of users and cultivate users' long-term habits, we can achieve the dream of Entrepreneurs: sustainable business and evergreen business.

Yes, do you remember the call for washing hands after dinner? Is that what these chemical companies are promoting?

Then you wash your hair today? Do you have long hair? The beauty in shampoo ads is always long hair, which means to use shampoo more, users!

HP printer has also successfully realized the pformation of business mode.

Printers are becoming cheaper and cheaper, while toner cartridges and cartridges are becoming more and more expensive, and the type of printer is being updated more and more frequently.

As long as customers change their printers, they need to repurchase a set of cartridges. Customers will have to change cartridges and toner cartridges frequently if they print their manuscripts.

Customers are also users.

General Motors has launched a marketing campaign in the US for commercial vehicles on the road, that is, "driving 200 thousand miles, rewarding air mileage". Business vehicles GL8 on the road are mostly owned by small and medium-sized enterprises, and drivers must travel 200 thousand miles in one year for the purpose of rewarding their mileage mileage.

GM has gained 14% of its accessories consumption, and all American dealers have increased GL8's spare parts inventory.

Taking customers as users, you can break through the limitations of thinking: why can't you give a customer's desk calendar at the end of the year?

Remember to treat customers as users.

Nike is also a traditional enterprise. In order to stimulate the public, it is constantly running and exercising.

In order to keep users running every day, Nike has launched a global running website and added sensors in shoes to run synchronized signal records with Apple's mobile phones.

Your running speed, kilometer number and the amount of heat consumed can be recorded. After running to the website, you can compare the kilometer numbers with other runners.

Now the Nike running website has brought together 60 million of the users. They run every day and synchronize their data to see their kilometer numbers.

The Nike running net also allows users to create their own communities and gather together the runners around.

A person who runs a "2010 km" community in the Nike running website has already had more than 6000 users. I started running in December 20, 2009 and ranked 658 in this community. "Nike"

I have to run every day, update every day, or I will be left behind the 1000 place.

Another community is "running 200 kilometers in 2010". There are more than 60 thousand users in this community, and my running record in this community is still less than 1000.

I bought a pair of Nike shoes a year, and now I have three pairs a year. I have become a standard user.

So is the eyeglasses industry.

A pair of glasses will last for 3 to 5 years, so you won't spend money in the eyeglasses store.

It doesn't work, so they come up with a monthly parabolic cast, a weekly parabolic type, and a daily parabolic type, to enhance your continuous use. As a result, you buy two glasses and 60 pairs of glasses at a time.

Users, you help them continue to operate.

Apple Corp is even more so.

Originally, electronic consumer products sold the electronic products, and the money earned came, but Jobs made radical commercial changes.

He regards electronic consumer products as terminals. When the number of terminals is large to tens of millions or even billions, he aggregates these terminals in a software market. At the same time, he rewards software programmers, and welcomes them to sell their software to stores such as iTunes, and Apple Corp has achieved success in the middle.

Jobs has built the largest virtual store in the world. The currency flow of software in the year is as high as 6 billion dollars, of which 20%. 30% share is allocated to the account of Apple Corp, which is true business innovation.

Look at China's Mobile Corporation, or China's mobile phone manufacturing companies, and spend money, time, energy and manpower to provide customers with free software.

Business that has been able to run for a long time has become a marketing tool to please customers to buy terminals.

The core of the evergreen industry is to create a business model, constantly satisfy people's needs, and make profits through meeting their needs, so that enterprises can run healthily and become an organization for sustainable operation.

It is innovative operation incentive mode, similar to hotel and aviation industry membership card, innovation in road mileage and aviation mileage combination, so as to promote the consumption of spare parts; Procter & Gamble's innovation in operation steps and means, in 30 years to achieve a goal, need is wisdom and strategy, innovation in the long-term consistency of marketing planning; Nike will own running shoes as a carrier, and through the network established user habits, through the sharing of data to ensure that consumers continue to run, run to become users, innovation online and offline, traditional and modern combination; printer enterprise is just the operator commonly used method moved to the printer industry, worthy of positive innovation is manifested in the consciousness level. Through the calendar, Starbucks constantly stimulates consumers to shop, adopts innovative carriers, effectively reaches customers, and has always occupied the desktop of customers.

In China, a well-known entrepreneur said madcap: "Jobs doesn't understand television."

Yes, Jobs doesn't understand television, but he knows business, understands the way of enterprise's sustainable operation, and knows how to thrive in the evergreen business.

And the entrepreneur said, "Jobs has a bad temper."

That's right. It depends on who is bad tempered, who is not good at business, who is not rational, and who is mentally retarded or confused.

No matter what business you are doing, in which industry can you try to treat customers as users? Can you keep your desk calendar on the user's desk? Can you attract them to your website constantly?