The Inspiration Of "Free Management" To Clothing Marketing

Recently, I saw such a story: a young Chinese graduated from Harvard University, after careful market research and demonstration, decided to set up a free fitness center.

The center's business model is this: anyone who wants to exercise can sign a "fitness contract" with the center and enjoy free exercise three times a week without spending a penny.

But there is a constraint that you must leave your credit card number when signing a contract. When you fail to make a fitness schedule on time, you will deduct 25 dollars from your card every time you break the contract.

This one

Soon after the launch of the model, many fans of fitness enthusiasts welcomed them.

How much did the contract sign? How did the gym solve it? Zhang Yifang considered it earlier. He did not build the gym himself, but first classified the place of the signatory's residence, then contacted the nearest gym boss, and bought the membership card from them at a bulk price of far less than the monthly $30, and distributed them to the signatories.

In this way, people who work out in the gym do not have to pay, but only those who break the habit in the future need to pay.

The secret of this model is that Zhang Yifang "play" is "Karate", "Karate", because there is no need to pay for the maintenance cost of the gym operation, so long as a signing person has a breach within a month, the penalty for breach of contract is enough to offset the cost of "fitness contract" to buy a gym membership card to the gym.

Moreover, in the actual operation process, the number of people who lost the contract and the number of times they lost a lot of time were always much larger than expected. Therefore, the penalty for breach of contract also flowed continuously into the account of "fitness contract".

This is a case of the use of free incentives and the use of bodybuilders who fail to honour their promises and pay for the "breach of contract money" according to the contract stipulates. We have seen such an indisputable fact that the inherent utilitarianism of human nature will make people "reckless" produce a huge impulse to the immediate benefits that can be obtained immediately. This impulse is a potential factor that businesses should not neglect and should firmly grasp.

Unfortunately, there are many at the moment.

The lack of business is often the courage and courage to lose money. In their business process, they always try their best to get money out of their customers' pockets, but refuse to pay a little bit for their customers. Some are even stingy enough to not even provide a plastic bag with a single rope or a pennies for their customers.

These operators seem to be careful in calculating and saving costs. In fact, they virtually widen the emotional distance between businesses and consumers.

There is a proverb in the business world: "the fool makes the day, the wise man makes tomorrow."

No matter how fierce the market competition is in the future, I firmly believe that as long as operators can be like Chinese youth Zhang Yifang, they are good at trying to figure out the market, and are good at studying them carefully.

The consumer psychology is good at making use of consumers' consumption motivation or consumption desire to do "free business" or "losing money business", so consumers will be reported as "Li" when they are "peach".