Free Mode Will Dominate Future Retail Mode.

　　 Free hand, effective marketing of grounding gas

In the wave of retail transformation, the next step for enterprises and brands is to decide the core that can survive. In this era of relationship, enterprises should focus on cultivating their customers and consumers. Very simple reason, only the consumer firmly cling to their hands in the enterprise, can rest easy, because consumers love you, and willing to pay for you to pay.

Perhaps, seeing here, some people will say that this principle is understood by everyone. It is difficult to find out how to circle consumers and maintain the relationship network between enterprises and brands. Let's take an example: Zhou Hongyi's 360 know that the reason why people can know all over the Internet is a simple thing to do, that is, to turn the antivirus software into a free product. The way of thinking of this model is to find a product that has a market - to turn the product into a free gift and let the industry disappear - through the free circle of people - these people become your loyal fans.

Through this example, we can easily find that in the early days of the enterprise, there is no customer settlement and no brand accumulation. At the beginning, how to open the market and how to make consumers use your products without reason is the most direct way: only two words: free. In the consumer concept, it is hard to pay for a new product or new product to be paid out of its pocket by the renminbi, because today's consumers are smart enough to calculate your brand awareness, cost performance, reputation and so on. And if the product is free, in their eyes, it is no cost at all, why not try it? Therefore, the free means of duty has become the most direct and effective way.

When the economic structure changes, there are new industrial opportunities. If we grasp the direction of change and conform to the trend, we will find opportunities. As Chris Anderson said, free economics comes from the Internet age. "Free" is the economics based on computer bytes. The free business mode of fast money and other enterprises is derived from the Internet but not limited to the Internet. Learning from abroad has created Chinese characteristics and is developing and innovating in the dynamic.

　 Profits never start making money. Experience makes free value-added.

There is no contradiction between free and profitable. The so-called "free mode" refers to a new business mode that the businessmen take advantage of the public's willingness to accept the "sky pie" mentality, sell products or services with the help of free or non profitable means, build up huge consumer groups, create brand images, and then get profits through supporting value-added services and advertising fees. The cost of this business mode itself is very low, and the "free" and "no money" brand has an endless appeal to customers, enabling enterprises to quickly occupy the market and expand popularity in a short time.

This is also true for enterprises and brands, and free of charge is only a means, and the last thing to catch is your fans, your consumers, because this era is an era of fan economy. And fans in the economic age, what do fans need? From red to purple, the success of their hunger marketing is based on the pain of people using mobile phones, such as too high prices, too short battery life, lack of fashionable appearance, and lack of human experience in operation. Subversion of traditional mobile R & D manufacturing enterprises "marketing and light products" mode, in the same price, the same configuration of the mobile phone market, with "light marketing and heavy products" as the fundamental to achieve the ultimate operation experience, the highest performance, capture its fans with ultra-high cost performance, and transform the fans into consumers, and launch other products such as televisions, boxes and so on. Consumers are also willing to pay for this, so as to realize the value added of products, brands and enterprises.

Of course, in today's Internet age, the success of millet is a myth that can not be duplicated. Although its success caters to the weather and geography, it is easy to see the core of the fans' economic age: the sense of participation and experience of consumers. User experience is the core of Internet products, and it is also an urgent need for any big business to change from traditional retail mode to Internet retailing. In the era of unified economy, product quality, good price, environmental protection and other product attributes are the core of the product. But in the era of Internet economy, product attributes are only the standard of products. The real good products should be products that customers are willing to share. Traditional marketing emphasizes dogmatic brand recognition, and the core of new marketing is user participation. Cold marketing has long been out of line with the Internet.

So when a Chengdu family sells 300 million yuan a year, clothing Enterprises spend 5 million yuan on the cost of free dry cleaning for old customers all the year round. clothes The fox fur snow boots (fox hair removable), which sells for thousands of yuan, is promoted for sale. It launched second years of activity with 59 yuan cost price in order to replace old boots, fox fur can continue to be used, and Taobao trial center paid postage trial, with a daily average of 1 million 500 thousand UV and 150 thousand single distribution.

　 Look at the future from now on: think about the free mode.

Despite the wide variety of existing free modes, the path from free to profit is quite different. There are two main types: platform building and product loading, brand expansion and cross interaction.

Platform building and product loading, such as social networking site Renren has nearly 120 million users, active users up to 30 million people per day, on this basis, everyone farms can grow music potato chips, gift mall has Disney merchandise area. According to statistics, in the second quarter of 2011, Renren's advertising revenue reached US $16 million 900 thousand. In addition, QQ, Baidu, Alibaba and other Internet companies also succeeded in linking products with consumers through product loading.

Brand expansion and cross promotion, Procter & Gamble products, KFC and McDonald's dolls and free coupons, seabed free manicure and skin. shoes Products and services feel free magic. These products and services often have the characteristics of repetition and relevance. Small ball drives the big ball to help companies find profits.

So in the future, can our retail mode combine with experience, create a mode of experiencing experience and retail, let products create value in the experience and achieve the most direct transformation? YY just a few immature proposals, for reference.

First, a famous hotel is free. The use of goods in hotel rooms is to be paid. Some of the display products can be bought directly scan the two-dimensional code, for example, the consumer Check Inn Hotel sees an ashtray or a hanger very beautiful. By scanning the two-dimensional code, Alipay or WeChat payment, the address can be directly delivered to the home.

Two, for example, these years are mother to baby market blowout period, pregnant women's clothing consumer market is wide, merchants can give pregnant women through the online mother and baby platform free of charge, find a circle of breakthrough, and then call these quasi mothers together, sell postpartum weight loss products, children's clothes, even children training courses and a series of pregnant women need things to them, form a mother and baby shopping ecological circle.

Peter Drucker, a management guru, said: "today's competition among enterprises is no longer a competition among products, but a competition between business models." What is the business model? In the final analysis, it is still the competition between people and the competition between people. With the advent of the Internet age, the life around us is changing rapidly. The prosperity of social clients such as WeChat, micro-blog and APP has unwittingly led us to the era of social relations.

In this era, selling goods blindly and blindly discounting them is a long way out of competition in the retail market. Many enterprises and brands are chasing and mistaken for products, services and channels of straw saving. They have already become the basic configuration of a qualified enterprise and brand. Only by having these abilities can they develop in the long run. And how to establish their own image and build their own relationship circle is the key to the survival of retail enterprises.

After all, the future retail mode is not free, but free is just a marketing way. Someone can be king. The more loyal and trusting a person is, the more likely you are to form a social circle, and the easier you will be successful. Hurry up and circle people!