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The Innovative Marketing Stories Of Retail Executives

2011/6/15 14:46:00 170

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Marketing BBK Children'S Wear

At present, the question of how the top salesmen still go up and down is how.

Marketing

Step out of a more innovative way.

Sell or sell

Children's clothes

To sell shoes, or to open a supermarket, without innovation, business can only go to a blind alley set up by itself, and at last, there is no hope of "killing the dead and being born".

On the contrary, in a variety of innovative marketing methods, success can be varied, wash your ears, and listen to the retail bosses.

innovate

Marketing story.

What else can we do in marketing innovation?

Child king eats crabs

Xu Weihong (managing director of Jiangsu children's Wang Industrial Co., Ltd.)

Why hasn't China been able to produce a number of areas with larger body size and motif MALL? This problem has plagued a dry retailer in such a free end channel form.

In fact, back to the essence of retailing, the success of a retail enterprise lies in whether its passenger flow and customer price can support the operation cost of the channel form, and it is also necessary to make money.

How to make children's market bigger?

The biggest problem facing the children Wang Xin in this field is the upgrading of consumers.

After the upgrade, they have little faith in the traditional version 1, the so-called broadcasting style - I say you listen.

Now that there are networks, consumers are more convinced of the Internet. This marketing trend means the arrival of the C2C era.

Therefore, the child king in the business mode positioning, first of all, in the retail basic flow, unit price, cost matching premise, add two parameters.

The first is called frequency and how to change the frequency. Our current store practice is quite different from before. Stores are not simply selling goods, but providing a one-stop solution for children's growth. After the birth of children, the early education of 0 to 3 years old, the education of 3 to 10 years old, the piano, the drum and so on, and the music, photography and so on can all be solved one-stop.

Wanda's most proud cinema, fast food stores, department stores, singing KTV and dining are the so-called four dishes and one soup, and the kid is doing the dish.

After a year, early education brings the change of frequency to the enterprise. Usually, the frequency of children's product consumption two times a month should be pretty good. This is the frequency of shopping.

But early education requires children to come to school twice a week, learning English, playing piano, playing, shooting training at a special time, etc.

Another parameter is creating satisfaction. Marketing based on basic satisfaction is bound to cause problems. This is a growing nuisance for consumers. Therefore, we put forward "create satisfaction" on this concept.

In the past, business was the same. A company basically put its resources on how to sell the next item. If it was not good enough to sell, it would promote sales.

In the children's market, public advertising has little improvement on the sales and sales of stores. After adjustment, the whole child is not selling goods, but selling customer relations. Almost all resources, including good KPI, including their own market fees, are almost completely placed in the relationship with customers.

We build relationships with our customers. In addition to what we do everyday, the most important thing is to establish a simple and standardized process to support them at the customer contact point. The last contact point is the most important thing. The most important thing to deliver to the customer is like peanuts, 10 peanuts, 9 are fragrant, the last one is bitter, customers will feel uncomfortable and think the quality of the products is too bad.

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Star micro-blog sells shoes

Jiang Meilan (deputy general manager, marketing department, China)

We often have a misunderstanding that all high-end products should be internationalized and emphasize international, so that sales can be good.

For selling shoes, many industry operations are designed by international designers, and then selling shoes by celebrity endorsements.

So AEE looked for Lin Chiling, Daphne found Rene Liu, SHE, Staccato found Galie Lai.

However, looking for female stars to endorse women's shoes seems to be too simple and easy to do. Find a beautiful woman to take two beautiful pictures.

At present, influential designers in China must start with the popularity of designers and explain to the public who the designer is.

Maybe from a different angle, try to find a good male artist. In the advertisement, the male artist squats down to wear shoes for girls, but in essence, this is a simple way.

Later, I found Kevin Tsai as my woman shoe designer. He was a designer, not a spokesperson. He really designed the series of women's shoes.

Many people ask me why I do that. Why do I choose Kevin Tsai? I am looking at the influence of Kevin Tsai.

It has been said that the number of fans of micro-blog is more than one million, it is already a TV station, and Kevin Tsai has 5 million 500 thousand fans. He sent a micro-blog, 5 million 500 thousand people saw it, and this influence is not instantaneous like TV commercials, it will remain on the page and be forwarded continuously.

I am now working with all the fans on the micro-blog list to see his popularity and see how many fans he has, and how many people he can influence the brand.

Kevin Tsai's influence on young people is amazing.

In addition, Kevin Tsai's shoe design is a topic of great interest, because he designs women's shoes as a man, and at the same time he is also a gifted scholar.

This is enough for all entertainment media to help me to report. Many journalists came up and asked me why I was looking for him. What was the advantage of finding him? Did he really design women's shoes?

As a result, more than 100 media participated in the two press conference of women's shoes designed by Kevin Tsai, which is a very difficult event.

Kevin Tsai is very popular. Lin Chiling has to wear it. Kelly Lin has to wear it.

When I did not endorse a certain woman, it turned out to be very effective. Many people in the circle volunteered to help me to publicize, take the initiative to write micro-blog, take the initiative to tell the story.

In fact, this success is not based on advertising fees, but by the influence of public relations and micro-blog. It is a marketing method that is packaged by micro-blog.

It's not just Kevin Tsai who has 5 million 500 thousand fans. Our entire micro-blog operation is based on him, and brings all star friends who are related to Kevin Tsai, Kelly Lin, Sheenah, Kevin, Christine Fan, Li Bingbing and so on. There are 5 million 500 thousand fans, 5 million of them and 2 million of them. All of them add up to help us operate. We expect about 10 million, of course, some fans may be duplicated.

In addition, if he only paid for celebrity endorsement, he would go home after the commercials were taken.

Totally different from that, please design the star, he is a designer, grow with the brand, and work hard with me for this brand.

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Marketing on demand

Chen Zhiqiang (vice president of BBK group)

With the development of globalization, great changes have taken place in the entire retail industry.

In the development of the industry, all the problems to be solved are for demand.

In the course of development, we feel strongly that innovation without demand is not innovation.

Our store should turn over a new leaf.

What we need to think about for our customers is to provide convenient services for them, and the soaring prices also require us to find a way to save money for consumers.

At weekends, we also need to create a place to let happiness take off, let happiness create benefits, solve problems for customers, that is, marketing innovation, and also mean that we have the opportunity to make money.

How to help customers eliminate their worries requires innovation. In this process, we feel that the highest level of commodity innovation is business innovation. Marketing innovation can win an excellent sales and enable enterprises to succeed, so marketing innovation is a tactic.

First, upgrade the format, let customers refreshing, using four sentences to explain, namely supermarket department store, department store hotel, shopping and leisure, service specialization.

Second, new formats make service more intimate.

Because upgrading is far from enough. New ways of life incubate new formats.

So our philosophy is to become a provider and solution to the consumer's high quality life plan.

Fast life appeals for convenient service. With the process of urbanization, the pace of life of consumers is getting faster and faster, and fast life is in urgent need of convenient Commodity services.

Convenience and quick reliance on traditional formats are hard to achieve, so the market calls for a more convenient business model of sparrows, though small and full of all organs.

Third, the combination of multiple formats is a life experience center for the whole family.

The process of urbanization has polarized the way of life. On the one hand, it has spawned fast life. On the other hand, it has nurtured the way of slow life.

Slow life needs plenty of space and time to hatch, that is to say, slow needs big, big and full combination.

Let shopping become the family's leisure experience center.

In the process of innovation, we have introduced an international team. The most important thing is to solve the most fundamental problems.

In the past, we did more extensive business in the retail industry, which made the business bigger, but how to make it stronger, how to be more refined and more standardized, this is a problem to consider.

Retail has always regarded it as a technology and needs to take the lead in this technology. Therefore, the introduction of an international team is a revolution for enterprises. This change force has laid a very good foundation for the long-term development and sustainability of enterprises.