Analysis: How Can Watsons Thoroughly Understand Young Women?

In some downtown areas,

At present, it has more than 700 branches and over 11000 in more than 100 domestic cities.

Precise targeting of target consumers

In the increasingly homogenized retail industry, the only way to win the market is to provide consumers with the right product choice and quality shopping experience.

The most important foundation for achieving all this is to accurately target consumer groups.

Watsons lock-in mainland China's target consumer group at 18 years old, 35 years old, monthly income of more than 2500 yuan of fashion women.

Why does it favor this group? Most of the older women have already had their own brand and lifestyle and are hard to make changes.

This group of people under the age of 40 is more challenging, more focused on personality and likes to experience quality and novelty products.

At the same time, it is also a group with the fastest growing income among women. It has a strong spending power. But usually it is tense, and it doesn't like shopping in big stores or big supermarkets. It's a comfortable shopping environment.

These consumer characteristics are very consistent with Watsons's product positioning.

Shaping the image of "experts"

Walking into Watsons, you will find that the feeling is not walking into a supermarket, but a professional personal care shop. Why do you feel this way?

This is because, after precisely targeting the target consumer group, Watsons has put forward the professional service and marketing concept of "personal care".

The store not only provides a complete product line for personal care, but also displays in terms of cosmetics, cosmetics, skin care products, beauty products, hair care products, fashion products, and drugs, in order to facilitate customers to choose.

At the same time, Watsons has established a strong team of health consultants, including full-time pharmacists and vendors in sales promotion representatives, providing free skin care and other professional consultation.

We also set up information display rack in the store to display personal care, health care nutrition allocation and disease prevention and treatment methods.

In this way, consumers are easily impressed by a series of specialized buying and selling methods such as the atmosphere inside the shop, the quality of the salesperson, the display of goods and the issuance of data, so that the brand image of Watsons personal care experts is also popular.

Private brand strategy

At present, Watsons has more than 1200 brands including shower gel, shampoo and so on. Its sales share has reached 15%.

However, when the sales volume and category of the controllable product system reach a certain proportion, the right to speak in the channel will increase.

So how did Watsons stabilize itself and develop its own brand? Originally, it conducted in-depth market research when its own product was developed, so as to ensure the production of marketable products.

In addition, a "simulated shop" was set up to understand the sales trends and customer needs of various branches, and to identify the types of products developed.

This includes statistics of the most popular agency brand goods in the store, and then copies of the products that are similar to the sales agent.

It also includes meeting the specific needs of consumers and launching exclusive products with characteristics.

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Watsons, for example, has developed a solo stick and heel sticker for many female consumers who have been wearing shoes with high heels. Even though these small items are insignificant in many people's eyes, they have gained fame in the industry.

Watsons's own products are not only well positioned, but also offer good promotions and preferential prices.

Compared with other brands in the market, Watsons's own products attract customers at prices less than two to 40% and fashionable fashion packaging. Before they enter the market, they should be tried by employees, and let employees publicize to consumers, so that employees can become the best spokesmen and be able to carry out effective marketing and word of mouth.

Systematic promotion

According to the Chinese people's "consumption is the absolute principle" consumption habits.

Watsons has implemented a promotional strategy of adding more than 1 yuan, "full line twenty percent off", "buy one get one" and so on to attract customers' attention.

In addition, Watsons pays more attention to consumer psychology research. For example, new and exciting activities are more attractive to white collar people with "petty bourgeois sentiment". Watsons has launched the "60 seconds crazy rush to buy". The raffle winner can sweep away the designated shelf products in the store, and the products that are available within 60 seconds belong to the winners.

In short, relying on the precise consumer positioning, professional services, cheap and cheap private brand products, professional and systematic sales promotion and a series of meticulous management measures, Watsons firmly grasped a large number of loyal customers, and effectively avoided the homogenization competition with retail centers such as shopping centers, large supermarkets, convenience stores, franchised stores and online stores, so as to effectively realize their own business characteristics.