Simple Discount To Organize The Reception And Other Activities Brand Mens Deep Tillage VIP Marketing

< p > on the one hand, send VIP members of high-end tea, organize lottery tours, invite new products to recommend the reception.

On the other hand, we should vigorously develop VIP members through "zero threshold".

VIP members have become the brand men's buns "fragrant steamed bun" for a time.

With the development of the industry in the "stagflation period", brand men's clothing has returned to the essence of the retail industry: truly attach importance to the terminal, devote themselves to the management of consumers.

And membership has become an important position for brands to penetrate into consumers.

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P, however, even though brands continue to give back to their members, they are often "very hurt".

Most of the time, though earning eyeballs, we did not win loyalty.

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< p > brand men's clothing invites VIP members to participate in the new product recommendation cocktail reception.

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< p > < strong > 1VIP brings stable sales < /strong > /p >

< p > < strong > 2 discount and gimmick activities will "drive away" VIP < /strong > /p >

< p > 9 Mu Wang, a few days ago, just sent eight Marseilles pearls exclusive tea, which is known as fifty thousand copies. In a few days, it will open the 4 day, 3 night, double fly Tourism Award for 200 lucky members. It is called "Seiko art" tour. In Wuhan, Xiamen and Zhangzhou, in the summer of 2013, the new recommendation of the seven wolves ice cream cotton series and the VIP honored cocktail party were held in full swing throughout the country. From the "VIP snooker master's All-Star night" to the VIP new product experience activity, and then to the VIP viewing conference, Rb spared no effort to gradually infiltrate the member marketing.

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< p > brand menswear is becoming more and more important to VIP members. It has nothing to do with the current industry background.

It is the general consensus of the industry to walk through the "golden ten years", < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry entered the "stagflation period".

When the garment industry no longer can "earn money with closed eyes", it is necessary to deeply manage consumers.

As a part of consumers, VIP members are the top priority.

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< p > for this reason, people in the industry have calculated such an account: assuming that a store has 1000 VIP member customers, each person consums 4 times a year, which means that these 1000 VIP can bring 4000 orders to the store every year. According to the average sales amount of 500 yuan per person, the annual consumption of VIP from the shop is 2 million yuan.

For a store in a prefecture level city, it is already a shocking account, plus the purchase volume of the mobile group, the operation of the store is no problem at all.

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Wang Weiwei, director of the news center at P, said that normally, the average maintenance cost for VIP is 30 yuan per person per year.

If we have 500 thousand members, we need to invest 15 million yuan.

In this year's general downturn in the retail market, such an account is undoubtedly very stressful.

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< p > Wang Weiwei revealed that the cost of maintenance and management of VIP members even exceeds the cost of brand promotion.

"But it's still worth it, because more than 80% of the sales of VIP are from the market."

Wang Weiwei said that when he started his community store, he realized the importance of his membership at the beginning of his business and made up for the shortage of people in community stores.

And deepening the community's "opening up territory" is one of the main trends of brand men's clothing after the two or three line market of men's wear and clothing is becoming more and more saturated.

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< p > enter the consumer, register can become VIP member; in order to develop member to join the official WeChat interaction, Ma Cassini even sent a 100 yuan cash coupon to the new VIP.

With regard to the zero threshold entry and vigorously developing VIP, Liu Hong, the brand of masasini, believes that consumers in the future will become more loyal to brands, especially male consumers. Busy work and life will make it difficult for them to find new brands suitable for them.

Therefore, once the brand is established, it will be very loyal and fashion men's loyalty will be higher.

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< p > "next, the promotion of mascassini will mainly focus on this group, and the limited cost will be applied to the most important people."

Liu Hong said.

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< p > 3 "why is it difficult for VIP members to manage? It is not thinking what they care and what they think."

Lan Liping said that what brand businesses really want to do is win the favor of VIP.

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< p > "goodwill includes the moving of brand, and the recognition of brand culture."

Liu Hong is very much convinced by Lan Liping that VIP is the carrier of brand marketing management and brand value management.

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Less than P, after more than a year of polishing the backstage system, Ma Cassini started the VIP recruitment.

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< p > to this, Liu Hong said that the real VIP management needs a huge data system, and the VIP system is built on the ERP system.

To this end, the premise of VIP management is to create a good information management system within the enterprise and achieve full networking.

Although the early stage of the project is huge, the benefits of the VIP database will be enormous.

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< p > Wang Weiwei said, in the odd, VIP membership database is mainly used in sales decision-making and marketing application, product development decision application, product supply decision support three modules.

"Companies design marketing activities based on databases to enhance customer loyalty and increase product sales.

According to the customer's behavior and value, it subdivides different customer groups, and designs marketing activities for different customer groups.

According to the sales contribution of VIP members, the company divides it into five levels and sets different service standards for each level.

Wang Weiwei said.

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< p > but only having VIP members' data and information is not enough. It is an effective way to maintain the relationship between the two parties.

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Recently, P has been negotiating with some national chain organizations to jointly develop the VIP member alliance.

In addition, he has launched an international dual currency credit card "VIP", which provides value-added services such as financial services for the company's members.

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News, new product information and promotional activities notice, VIP members can also be linked with the novice store to reserve products; every Mid Autumn Festival, Spring Festival and birthday and other main festivals, send greeting cards or gifts to important VIP members; ask every chain store to set up "VIP member familiar guest archives", and set up a special service mechanism, each customer has special person responsible for emotional maintenance and service; provide VIP a members with < a target= "_blank" href= "http://www.91se91.com/". < p > in NOGE, the company will send timely news to the VIP members in the form of short message, mobile phone newspaper and company website.

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< p > and based on the perfect VIP member database, it is becoming the brand's first choice to maintain the emotion of VIP members through new media technologies such as WeChat and micro-blog.

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< p > "as long as on micro-blog or WeChat, publish" show off father's post ": publish all kinds of photos of you and your beloved father to micro-blog and @MARCCASNE marasini, or publish the WeChat account in marasini, and pay attention to it immediately, free of charge for the VIP card, and get a 100 yuan cash coupon.

"Write a sentence on micro-blog that you most want to say to your father, and @MARCCASNE maasini," Xiaobian will send you the father's love postcard and the mysterious father's Day gift. "Watch" fight to win ", participate in WeChat interaction, and pay for Samsung S4 and Nash 1000 yuan shopping coupons.

Behind brand new businesses, such as micro-blog, WeChat, and other new interactive platforms, they are playing a lot of new tricks. It is precisely the brand enterprises' interaction with consumers and deep emotional communication.

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< p > although some brands of men's clothing have realized the importance of VIP, for a long time, most brand VIP cards only played a discount role.

Can such discount VIP cards really make VIP feel proud of itself? The opposite is true.

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< p > now, the discount of local brand menswear VIP members is usually 12% off of new products. With the increasing pressure of inventory in the past two years, many brands have launched 30 percent off or 40 percent off promotions in the past few days.

"When we bought our clothes with 12% off VIP cards with joy, we passed the store in less than a month. We found that the clothes we bought had already been hit 40 percent off, and I felt very hurt."

A member of a brand of men's clothing ridiculed the situation.

The member also admitted that he had many VIP cards on his hands, but even he himself could not remember exactly what brands were.

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< p >, and soon VIP became an invalid member.

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< p > Lan Liping, a famous brand retail operation expert, shows that the VIP membership of local brand men's clothing is up to 80%, which is the biggest problem for local men's clothing brand in VIP management.

"Promotion is the biggest killer."

Lan Liping pointed out that in addition to product quality and sales oriented services, the reasons for invalid membership were also caused.

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< p > in addition, although the brand men's clothing has a unique trick of "VIP", but not all marketing means can let consumers buy it.

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< p > "50 thousand high-grade tea, even the cost price, the total amount is also a small number.

In the final analysis, consumers always have to pay the bill.

But what if we are not interested in Pearl S. Buck's tea brand? Or some of us don't even drink tea at all? "A VIP of a nine herd king didn't buy the" good manners "of the company.

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< p > and when consumers' "wool comes out on sheep" is suspected, enterprises are likely to "lose their wives and fold their soldiers".

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< p > in addition, although brand enterprises send VIP double fly tours with various names, in the industry view, these are more like a brand PR campaign, earning eyeballs, not the true recognition of VIP.

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< p > developing new customers is mainly based on brand promotion, that is, media advertising and public relations activities. The VIP management in the store is ground coordination, the former is to attract new customers, and the latter is to let loyal customers stay.

But the latter, obviously, is not enough for the local men's clothing brand, and landing activities are obviously not enough to give them some "good manners" that they may not be interested in.

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