Tupperware'S Business Model: Challenging Weak Ties

This is a family only.

In 2010, it sold 778 million dollars in Europe, 460 million dollars in the Asia Pacific region, and 325 million dollars in North America (Tupperware Brands other brands).

In April, the sunshine in Beijing was beautiful, and more than 6000 dealers from the Tupperware Brands Corporation Asia Pacific region gathered here.

In this "6000 person conference", the reporter saw the company's top leader, Tupperware global CEO Rick (Rick Goings).

In his dialogue with him, Tupperware's model became clearer.

Expensive plastic boxes

The most intuitive feeling Tupperware gives is one word: expensive.

A plastic lunch box to sell for seventy or eighty yuan, a plastic leakproof water cup to tens of dollars, four sets of oil pot set also need more than 100 yuan......

This price is ten times more expensive than similar products in the market.

Why can a seemingly ordinary plastic product be so expensive?

In Reke's view, this is the most unique part of Tupperware, which sells the most high-end products with the most expensive molds and best materials, and sells them to smart women who focus on quality of life.

Because once they are used, they will find that the expensive plastic box is not only easy to use, but also has a much longer service life than the ordinary plastic boxes, so they will become the most loyal customers of Tupperware.

The secret of Jewish money making is to "keep a close watch on women's purse". Tupperware is targeting women too.

Tupperware's design team combines the small box with artistic beauty and practicality, which not only caters to the rich color of customers' preferences, but also provides personalized use according to the different needs of consumers. Some classic products are even displayed by world-class museums such as the Museum of modern art in New York and the Museum of modern art in Great Britain.

Once customers choose Tupperware products, she will almost become a loyal customer of Tupperware and become an obligation propagandist of Tupperware.

Among these customers, the queen went down to ordinary housewives and urban white-collar workers.

Picking a picky housewife.

Although having the quality and function of products that fascinate customers, it is not easy for consumers to take the first step.

How are consumers sensitive to prices and how to impress the picky housewives?

In the 50s of last century, Tupperware created an experiential shopping mode in the United States -- Tupperware Party: (Home), a consumer gathering for practical solutions to common physical problems.

The association will also become a platform for communication, and every participant will become the disseminator of the brand.

Every 2.5 seconds will be held every 180 million seconds in the world.

This way of experiential marketing has made Tupperware a great success in North America, Europe and Australia, and has expanded to more than 100 countries in the world.

After Tupperware entered China in 1996, because of the differences in cultural and social conditions, Tupperware's most successful mode of association was difficult to carry out in the Chinese market.

It was not until 2001 that after a series of trials and acquisitions, Tupperware gradually defined the Chinese model of franchised stores.

In order to further stimulate the distance from consumers, Tupperware will store in large property, community and residential areas, and also open near shopping malls and supermarkets in business circles.

The two stores complement each other: the rents of community stores are more affordable, they can serve members nearby, accumulate "repeat customers", and the rental of Business District stores is higher, but the flow of people is flourishing, and they can contact more target consumers.

Tupperware store is different from the general sales shop, there is no luxurious shop decoration, there is no rush to hit sales promoters, sales are also very soft.

Customers can bring their own ingredients free to learn to make peanut candy or beef jerky. These two kinds of food are children's favorite food, but customers often make no effort to make their own products, and they worry about food safety directly, so it is easy to impress consumers.

Or if you like to make wine at home, Tupperware can also provide free training services, and even apple cider vinegar, pickles and other common foods. These are the "food temptations" that attract customers to take the first step.

When customers go back to the store to get processed food, the store's business consultant will invite her to clean up the refrigerator.

Although Tupperware does not sell refrigerators or sell cabinets, door-to-door teaching of customers to clean refrigerators, arrange cabinets, teach cooking and cleaning homes is a normal thing. Of course, she will carry a set of Tupperware fresh containers for demonstration purposes.

After comparing the effect before and after cleaning, it is easier to impress customers to buy products directly.

Since Chinese consumers do not like to host a party at home, Tupperware puts the "club" in the store.

Tupperware stores will regularly hold cooking experience activities. The consultant will show customers how to make all kinds of delicious food, use shake cups to make fruit milkshakes, make roast chicken wings with microwave oven boxes, cook three dishes at a time, and even produce Pizza, stir fried cabbage and boiled pork.

In addition to the gourmet family, the consultant will invite mom members to bring their children to the store to take part in cooking and game activities, and invite children, neighbors and their mothers to come together. This is the exclusive store version of Home Party.

With the marketing method with Chinese characteristics, Tupperware has opened more than 3100 franchised stores in more than 300 cities, and its membership is increasing every day.

Selling boxes and selling relationships

"Tupperware sells not just a simple box, but a relationship."

Rick retorting the Tupperware storage box on the coffee table.

As social media becomes more and more popular today, weak ties are becoming the mainstream of the society. It is being questioned whether Tupperware's experiential marketing will face new challenges.

Looking at Tupperware's long list of franchisees, almost all of them are a list of women, not only the main consumer is the female, but also the owner of the store is basically a woman, and they were once housewives or company staff who love their family life.

The mystery must be traced back to the early days of Tupperware Brands Corporation pformation. It has tried to use large distributors and wholesalers to operate, but the effect is not satisfactory. They often lack the recognition of products and the awareness of customer service.

These women managers have too many common topics with their target customers in the field of cooking and cooking. In the strong relationship between their employees and consumers, it is natural to achieve sales.

On micro-blog, on the SNS website, you may have a weak relationship with a famous celebrity, but he has a strong influence on you, which is the root cause of your consumption behavior.

Tupperware's experience marketing is to create a strong relationship gathering with friends to share life, and more importantly, through this gathering, each participant will eventually become a brand consumer and disseminator.

American scholar Michael mob Sen wrote in devil investment school, "Why are so many people trying to evade Tupperware's family business association? Because they know that once they become participants, there will be no other choice but to pay."

The power of Tupperware can be seen.

In the way of relationship marketing and experiential marketing as the core competitiveness of products, Tupperware told the Chinese business community: besides KFC, McDonald's, WAL-MART, Starbucks and other retail chains with American characteristics, there is a business model that challenges weak ties.