Fin Li Meng: Marketing Secrets Of 500 Color Pencils

Fostering fans seems to be all.

He is a Japanese listed company, founded in 1965 by the Yazaki Katsuhiko family, from selling handkerchiefs, relying on mail order catalogues and website sales, so that in 2011, the company had more than 1000 employees, and set up branches in New York, Paris, Hongkong and Beijing. The 2010 fiscal year is about 10 billion yen.

This is a company of small size and seemingly insipid at first.

Most Chinese consumers know that the company starts with the 500 colored pencils they sell - the really amazing pencil that looks really impressive.

But they will soon find that this company not only sells stationery, but also is more like MUJI products in mail order and e-commerce, and the clothing is flagship, household products, food and office supplies are also quite different.

Like many electronic commerce websites in Japan, finely dreams are also very meticulous when displaying product sales web pages: Auto magnifying function enables you to almost see the texture of fabrics and close-up of product details, and also uses hand drawn styles to mark the finer details of the tailoring, and attach a brand description of a bit of germination.

If it is a high-end brand, it will also include the background story of fabric research and development. From cotton production to the last step line, there are a series of illustrations.

These web pages run very fast, and the layout of the web is elegant.

But these are not entirely reasons for the reason of the 30 thousand reasons for the dream of the company.

In 1992, in the name of Columbo, who discovered the 500th anniversary of the Americas in the name of remembrance of the discovery of the American continent by the name of "the 500 color pencil", he asked the Japanese color master Nomura Junchi to name each pencil "loquat" in the early summer.

Instead of selling the whole set of pencils to the consumers, they divided the 500 pencils into 20 boxes according to the color system, and only used them to reward customers who reached certain shopping points.

To assemble 500 color pencils, it means you have to keep shopping for 20 months.

Of course, after a period of time, they opened the sale.

By 2006, a total of about 200000 sets of 500 color pencils had been sold by fin Li Meng.

In 2009, he began selling 500 color pencils in China, priced at 2200 yuan per unit, or delivered in 20 months, and promised to give children in poor areas a set of 100 sets sold.

There are also descriptions of the color system and the corresponding stories of pencils in the pencil sets sent out every month.

The 500 color pencil is the epitome of the way of sale.

In Japan, the purchase of a system called "collection system" is carried out by the consumers.

If the series has multiple items, it will be delivered once a month until the whole collection.

The order of distribution is arranged for you by the planner of fine Li Meng.

They even sort out the collection system carefully, such as circular series: after purchase, send the colors and styles printed on the order catalogue in order. After the first round, if you want to buy them, the order of the second round may be quite different.

Even the standard type, their distribution order is not easy to say. Sometimes they also send new models that are not published in the catalogue.

Of course, if you are not used to such a self talk, you can make a separate purchase.

Since the establishment of the company, such sales have been going on for more than 40 years. In Japan, 1 million people buy things in the dream market each month, and 1 million 700 thousand people buy at least 1 times a year in the dream.

"We are not targeted at the masses. We locate our products in the supply of people with specific aesthetic awareness."

Da Jia Shan told the first financial weekly.

He has worked for 29 years in the field of fin Li Meng and served as president of Beijing branch in 2010.

In the past 25 years, his main work has been the development of commodities: the selection of goods from all over the world, the realization of creativity into products, the art of selling album of paintings, boxes, coupons, and even giving customers birthday gifts, which made him spend a lot of energy.

If you are willing to buy a product in 20 months, this means that you are more than just patient and interested in this brand, but more in trust.

And if you accept this way of buying, just like what Fei Li Meng expected, customers should be curious.

The products designed and sold by Funi Li dream are not fashionable, but also are characterized by simple style and reliable quality.

Their main customers in the Japanese market are mostly around 30 years old, and are women with certain economic strength.

According to the statistics of rime's dream, an average customer buys 6 times a year in the rime dream, and the customer who purchases it 70% months ahead will continue to buy it next month.

70% repeat purchase rate!

In other words, the vast majority of consumers will often see their new products or promotions on their website.

In Japan, there is little chance that the dream will appear in mass advertising.

The latest issue of brochure brochures will appear in major bookstores, convenience stores and online. Of course, the beautifully made product manuals are also a way to attract purchases.

Maintaining this silent and long-term relationship with customers is the most important principle of this company.

After the introduction of Da Jia Shan, the association between 2 and 3 years is valuable to the "rime dream": "because repeated goods and information exchanges with customers every month will build close relationship with customers, such as a customer buying 10 thousand yuan a year for 1 times, not as good as 500 yuan per month."

Take 500 color pencils as an example. During a 20 month collection period, every month's expectation will make customers feel that they are doing something different, not only because they collect 500 colors, but also because they buy time.

The Xide rice, which is sold in China, is also placed on the 1 order, which is distributed in 6 months.

This constant contact urges the customer to form a stable relationship with his dream.

Moreover, the relationship between customers and fine dreams is no longer simply bought and sold.

Of course, all of this is based on the specific sales people. Daden continues to admit that "this way of selling will certainly not have the largest number of users, but it can cultivate loyal customers".

This is not the end of the story.

Charity is another part of the sale.

A new handmade doll will be launched every year. Customers buy materials at home to make their own products, and then volunteer to donate them to children in poor areas.

In China, Yazaki Katsuhiko, founder of Sichuan, has introduced Japanese superior rice in the great Liangshan region of the country. He has helped farmers grow organic rice in the less polluted mountain areas and helped them sell their rice at a high price.

All of this, "do not advertise" will take for granted: if your customers think they spend money doing a cool thing, and always prepare to be a repeat customer and recommend it enthusiastically, who else wants to advertise?

Trust marketing rule

Provide reliable products and services.

This is the foundation for the establishment of trust.

Using a series of products to extend sales cycle and create suspense and surprise for customers.

Expand your sales climate and let customers feel that they are paying for a story rather than just buying products.