Win Win Loyalty Konzen Membership Marketing Strategy Implementation Of Cross Border Apparel Chairman Interview

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< p > members are like an invisible rope tied to each other's interests. In our daily life, members from all walks of life have developed rapidly since the successful marketing of the first Amazon members.

With the popularity of membership system, membership cards are becoming more and more popular in the market, and consumers' enthusiasm for membership cards is decreasing.

In such a market situation, Konzen (space) International Fashion menswear has implemented a new member marketing mode since October 2012. It has attracted wide attention in the industry. In the short span of two months, nearly 30 thousand new members have been added. To be sure, this is a successful marketing success for Konzen (space) brand.

So, what is the magic trick of Konzen (space) brand in the membership marketing strategy? With this question, I visited Mr. Chen Peifan, chairman of the Konzen (space) brand Asia Pacific operator Guangzhou Vietnam apparel Co., Ltd.

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< p > Author: in the flood of membership system, Konzen has created a set of "member marketing" mode, and has achieved some results since October 2012. What kind of decision do you make based on it? < /p >

< p > Chen Dong: membership is no stranger to the clothing industry. Konzen (space) has been implementing membership sales (VIP sales), but it has not been implemented as a leading strategy. We have also issued VIP cards to others, and we have also issued VIP cards.

In the later statistics, we found that the rate of VIP membership loss is very large. Only 20% of VIP members are active and repeat consumption, and the result is very unsatisfactory.

Faced with this situation, we began to investigate the male consumers of Konzen brand in mid last year, including their preferences, consumption habits and consumption values.

We deeply understand that the extensive mode of terminal sales has been unable to adapt to the market demand in the new era, and in the context of product homogenization, it appears more powerless.

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< p > in October 2012, the company proposed "decisive loyalty" as the direction and main thrust of marketing. After repeated argumentation and deliberation at the top level, the company launched a new marketing strategy of membership, and set up a member marketing department to operate.

After 2 months' trial operation, we have achieved satisfactory results.

All branches, provinces, and some sales teams are beginning to have a skeptical attitude.

This is indeed a very successful marketing strategy for our Konzen brand, so we will fully promote the implementation in 2013. We hope to build a competitive advantage of Konzen so that consumers can experience more intimate and affordable terminal sales services and enhance customer loyalty and reputation to Konzen brand.

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< p > Author: what interests do you think the development of membership system can bring to consumers and terminal retail? < /p >

< p > Chen Dong: membership is customer resources, and is the most valuable asset for any brand.

For consumers, besides getting the benefits of clothes themselves, they hope to get better shopping service and brand added value, such as brand trend information service, dress matching skills, clothing maintenance information, shopping preferences other than holidays and so on, and there are other direct benefits such as additional shopping points and gifts.

Consumers' shopping will also pay more attention to the enjoyment of the process, even if they go shopping and do not buy clothes, they also want to have friends' care and hospitality.

In a word, the current terminal sales can not only focus on the results, but rather pay attention to the whole process of consumer shopping services.

This is the starting point and the direction of our Konzen brand making membership marketing.

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< p > then, for terminal, salesperson's membership service enables consumers to know more about your brand style, brand culture and differentiated value for money. Consumers will have desire for shopping because of your sincere service, and will also carry out good word of mouth.

A successful membership service, in addition to strengthening customers' desire to buy, will also enhance the probability of customers' repeated purchases, or make the brand the preferred brand for customer shopping.

As long as the terminal carries out high-quality membership service, it will quickly generate a fixed consumer group. This will play a very good role in ensuring the sale of terminals, so that the sales of terminals will grow rapidly, steadily and continuously.

This is also our Konzen brand to achieve the ultimate goal.

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< p > the implementation of membership marketing is a win-win choice between enterprises and customers. For customers, while enjoying products that are more affordable than other consumers, they can also experience additional services of different sales; for enterprises, they have a fixed number of customers, increasing the stickiness of terminals and continuously increasing sales.

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< p > Author: the success of Konzen (space) brand affiliate marketing is sure to be unique. So, Chen Chen will tell us how to operate it? < /p >

< p > Chen Dong: "winning loyalty" is a new strategic concept of membership marketing put forward by the company in 2012, but it is only a concept. Specifically, how to land the terminal, we have spent some time to fully demonstrate it. I think the most crucial thing for success is that our whole plan has strong matching ability, from the aspects of commodity, operation, brand operation and so on, through comprehensively combing the sales process, reintegrating the existing Konzen (spatial) sales platform, and importing the entire membership marketing system from the source.

We start from the pricing of commodity planning, to the rhythm and terminal marketing promotion plan of the band, and to the idea of clearing goods. We are all looking at our affiliate marketing from the perspective of consumers, whether consumers get vested interests and consumers' feeling of shopping at the scene.

On this basis, we will draw up a set of attractive rules for members' games so that customers can fully enjoy affordable and differentiated member services.

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< p > on the other hand, we also import a new terminal information system, internal network system and CRM customer relationship management system.

Ensure that our terminal operation process is the fastest way to collect customer information, promote VIP membership card, as well as timely and accurate maintenance of consumption points, while the company's background customer service personnel can accurately analyze the customers in real time, and carry out one to one services according to the needs.

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< p > at this stage, our push U disk VIP membership card and open card gift package are widely recognized by consumers, and this way also forms a sales culture of Konzen's own personality.

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< p > Author: Chen Dong, can you give us some thoughts on the membership marketing this year? < /p >

< p > Chen Dong: 2013 is a year when the membership marketing is vigorously implemented. The goal of the company's member recruitment is to develop 20 new members nationwide within the end of 2013, and the sales of the members account for more than 60% of the total sales, requiring that every shop has a fixed membership of not less than 200.

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At the same time, we have also launched the active cross-border marketing mode with the theme of "sword attack" this year. We hope that through extensive cooperation with local businesses, we can promote and implement Konzen membership marketing on the basis of mutual benefit and mutual benefit, so as to promote the popularity and reputation of Konzen brand quickly and quickly at low cost.

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< p > of course, affiliate marketing strategy should also keep pace with the times. We will continue to introduce new marketing practices, develop consumer friendly activities, and develop membership marketing in depth.

For example, we are now stepping up the marketing mode of mobile phone website construction, mobile phone newspaper planning, member WeChat interaction and fan micro-blog interaction, so that customers can more conveniently receive our information and experience our services.

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< p > in today's highly homogeneous products and membership system, effective member marketing system is an effective way to cultivate customer loyalty, enhance profitability and optimize enterprise structure. "Innovation and implementation of membership marketing is the guarantee of winning loyalty."

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