Brand Men'S Wear "VIP Marketing" Attaches Importance To Terminal Business Consumers

　 Brand men's wear is deeply rooted in "VIP marketing"

On the one hand, send VIP members high-end tea, organize lottery tours, invite them to participate in new product recommendation cocktail parties... On the other hand, vigorously develop VIP members through "zero threshold". VIP members became the "fragrant steamed buns" of the brand men's clothing. As the industry has entered the "stagflation period" of development, brand men's clothing has returned to the essence of retail industry: to truly value the terminal and concentrate on managing consumers. And members have become an important position for brands to go deep into consumers.

However, even though brands continue to give back to their members abundantly, they are often "hurt". Most of the time, although they have won eyeballs, they have not won loyalty.

　　 VIP members, as a part of consumers, are the top priority

Nine Muwang, just a few days ago, sent out the exclusive customized tea of eight marseilles pearls to the members, claiming 50000 copies. A few days later, it will open a four-day and three night double flight travel award for 200 lucky members, called "Seiko Art" trip; In Wuhan, Xiamen and Zhangzhou, in the summer of 2013, the new product recommendation and VIP exclusive cocktail party of the seven wolves ice cool cotton series was held in full swing nationwide; From the "VIP Snooker Master All Star Night" to the VIP new product experience activities, to the VIP cinema, Powerba spared no effort to gradually penetrate the member marketing

The increasing attention of brand men's wear to VIP members is related to the current industry background. After the "golden decade", clothing It is a common consensus in the industry that the industry has entered a "stagflation period". When the clothing industry can no longer "make money with closed eyes", it is inevitable to operate consumers in depth. As a part of consumers, VIP members are the top priority.

In this regard, some insiders have calculated such an account: assuming that a store has 1000 VIP member customers, and each person consumes 4 times a year, it means that the 1000 VIP members can bring 4000 orders to the store every year. If the average sales of each order is 500 yuan, the annual consumption of the store from VIP members is 2 million yuan. For a store in a prefecture level city, it has already been an amazing account. In addition to the purchase volume of mobile customers, the operation of this store is completely OK.

Wang Weiwei, the person in charge of Norge News Center, said that, on average, the maintenance cost for VIP is 30 yuan per person per year. Assuming that Norge has 500000 members, it needs to invest 15 million yuan. In this year's generally depressed retail market, such an account is undoubtedly under great pressure.

Wang Weiwei revealed that in Norge, the annual maintenance and management fees for VIP members even exceed Norge's brand promotion fees. "But it's still worth it, because more than 80% of Norge's sales come from VIPs." Wang Weiwei said that Norge's ability to start from community stores depends on its awareness of the importance of members at the beginning of its business, thus making up for the disadvantage of fewer people in community stores. And going deep into the community to "expand" is also one of the main trends of brand men's wear after the saturation of the second and third tier market of men's wear.

Customers who enter the store can become VIP members upon registration; In order to develop members to join the official WeChat interaction, Makasini even sent a 100 yuan cash coupon to the new VIP. For the "zero threshold" membership and the vigorous development of VIP, Liu Hong, the Marcasini brand, believes that future consumers will become more and more loyal to the brand, especially male consumers. Their busy work and life make it difficult for them to find new brands suitable for them. Therefore, once a good impression of the brand is established, it will be very loyal, and the loyalty of fashionable men's clothing will be higher.

"Next, Makasini's promotion activities will mainly focus on these groups, and spend limited costs on the most important people," Liu Hong said.

　　 Emotional communication with VIP customers is an effective way to maintain the relationship between the two parties

"Why is it difficult to manage VIP members? It's because they don't think about what they care about and what they think about." Lan Liping said that what brand enterprises really need to do is to win the favor of VIP members.

"Favorite feelings include the feeling of the brand and the recognition of the brand culture." Liu Hong highly recognized Lan Liping's words: VIP is the carrier of the core of brand marketing management and brand value management.

After more than a year's polishing of the backstage system, Makasini started the large-scale recruitment of VIP.

In this regard, Liu Hong said that real VIP management requires a huge data system, and the VIP system is based on the ERP system. For this reason, the premise of good VIP management is to build a good information management system within the enterprise to achieve full networking. Although the initial project is huge, the enterprise will benefit greatly from the establishment of a perfect VIP membership database.

Wang Weiwei said that in Norge, VIP member database is mainly used in three modules: sales decision-making and marketing application, product development decision-making application, and product supply decision-making support. "The company designs marketing activities according to the database, improves customer loyalty, and thus increases product sales. It segments different customer groups according to customer behavior and value, and designs marketing activities for different customer groups. The company divides VIP members into five levels according to their sales contributions, and sets different service standards for each level." Wang Weiwei introduced.

However, it is not enough to only have VIP member data and information. To add value to members, emotional communication with them is an effective means to maintain the relationship between the two sides.

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Recently, Norge is negotiating with some national chain organizations to jointly develop the VIP membership alliance. Norge also launched an international dual currency credit card "Norge Long Card" with China Construction Bank to provide value-added services such as wealth management services for the company's VIP members.

In Norge, the company will send the enterprise's current affairs news, new product information and sales promotion notices to VIP members in a timely manner through SMS, mobile newspaper, company website and other forms. VIP members can also contact nearby Norge stores to reserve products; Send greeting cards or gifts to important VIP members on major festivals such as Mid Autumn Festival, Spring Festival and birthday; It is required that each chain store must establish the VIP Member Frequent Customers File, and set up a dedicated service mechanism. Each frequent customer has a dedicated person responsible for emotional maintenance and service; For VIP members Clothes & Accessories Consultant, free ironing clothes (except for stores in shopping malls), free pants length modification and other value-added services.

Based on the perfect VIP member database, maintaining VIP member sentiment through WeChat, Weibo and other new media technologies is also becoming the first choice for brands.

"Just publish" dazzle your father "on Weibo or WeChat: publish various photos of you and your beloved father on Weibo and @ MARCCASNE Makasini, or publish them on Makasini WeChat account and follow them, immediately apply for a VIP membership card of Makasini for free, and have the opportunity to get a cash coupon of 100 yuan." "Write a sentence you most want to say to your father on Weibo, and @ MARCCASNE Makasini, the editor will send you a father's love postcard and mysterious Father's Day gifts" "Watch" Love to fight to win ", participate in WeChat interaction, support Samsung S4 and Nokia 1000 yuan shopping vouchers"... Behind the brand enterprises' frequent play of new tricks with the help of microblog, WeChat and other emerging interactive platforms, It is the brand enterprises' painstaking efforts to interact with consumers and deepen emotional communication.

　　 VIP card=discount! Is VIP really useful?

Although some brands of men's wear have realized the importance of VIP, for a long time, most brands' VIP cards only play a role of discount. Can such a discount VIP card really make the VIP feel exclusive? The opposite is true.

At present, VIP members of local brands of men's wear usually offer a discount of 8.8% off for new products. With the increasing inventory pressure in the past two years, many brands began to offer discounts of 70% and 60% off on new products just days after they were launched. "When we happily bought clothes with a VIP card with a discount of 8.8%, we passed the store less than a month later and found that the clothes we bought had already been discounted by 60%, which made us feel very hurt." A member of a brand of men's clothing said when joking about this situation. The member also admitted that he had many brands of VIP cards, but even he could not remember which brands they were.

Soon, the VIP became an invalid member.

Lan Liping, a famous brand retail operation expert, conducted a survey and found that 80% of the invalid VIP members of local men's wear brands were invalid, which was the biggest problem that local men's wear brands encountered in VIP management. "Promotion is the biggest killer." Lan Liping proposed that, in addition to product quality problems, sales oriented service is also the cause of invalid members.

In addition, although the brand men's wear each has a strange trick to "win over" VIPs, not all marketing methods can make consumers buy it.

"The total amount of 50000 high-end gift teas, even at the cost price, is not small. After all, consumers have to pay for this. But what if we are not interested in the tea brand Pearl Buck? Or some of us don't drink tea at all? " A VIP of Jiumu King didn't buy the "good gift" of the enterprise.

When consumers doubt that "the wool is on the sheep", enterprises are likely to "lose their wives and lose their soldiers".

In addition, although brand enterprises send VIP Shuangfei tours under various names, in the industry's view, these are more like brand public relations activities, which earn eyeballs rather than the sincere recognition of the majority of VIPs.

The development of new customers mainly depends on brand promotion, that is, media advertising and public relations activities. The VIP management in the store is ground cooperation. The former is to attract new customers, and the latter is to let loyal customers stay. However, for the latter, the local men's wear brands obviously haven't done enough, and the landing activity is obviously not enough to give them some "good gifts" that they may not be interested in.