Is Violent Marketing Still The Ultimate Promotion?

< p > > a href= "http://www.91se91.com/news/index_s.asp" > Ting Mei < /a >, once the first line landmark brand in the mainland.

However, since 2006, the performance of Ting Mei's brand has gone from bad to worse, and the market performance has been quite calm.

In the face of changes in the market environment, the intensification and upgrading of advertising brand marketing, and the lack of competition in Ting Mei's own system, in the past five years, although tmei has made a breakthrough in organizational strategy, there has been a risk trial in brand building. However, after all, there is no competition between us and the saturated market competition environment and high barrier brand competition.

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< p > in 2007, some people in the industry claimed that the era of Ting Mei was over.

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< p > < strong > Ting Mei storm, thunderbolt /strong /strong > < /p >

< p > without the right to speak, the industry's influence is naturally lost.

In the past five years, although Ting Mei has hardly attracted the attention of the industry and the public, its intention has never stopped.

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< p > perhaps no one has ever thought of that ting Mei, who has been forgiving for many years and unwilling to be a man, has finally launched an attack.

According to the author's understanding, in the second half of 2010, Mr. Cai Bingguo, the boss of Guangzhou Guerlain company, returned to the post in the second half of the year. After careful investigation and decisive decision, the "storm plan" of Ting Mei emerged as the times require. By the end of 2010, we began the strategic work of "ting Mei storm" and the tactical layout.

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When the new year's day just passed on 2011 P, some of the pilot markets in Shandong and other parts of the market, the effect of "ting Mei storm" was immediate and powerful.

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According to the author's in-depth understanding and market observation in the past few months, it is concluded that the "ting Mei storm" plan mainly consists of six parts: first, the sales explosion of the sub key terminals; secondly, the large-scale free gift of terminal products; third, terminal packaging and terminal atmosphere building (or closed terminal package); fourth, the diversification of buying and selling promotion; fifth, the member database marketing; six, the deep integration of the channel and the integration of resources on the ground promotion; and the six.

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< p > because of the systematic promotion of the great efforts of Ting Mei and the high-density terminal free gift system, it not only detonated the terminal war in the low line market, but also helped the ting Mei brand to jump rapidly and became the hot topic of "ting Mei mode" or "ting Mei phenomenon" widely discussed in the industry at this stage. Here, the follower is moving forward and coming continuously, so some people even call it "2011.

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< p > < strong > violence < a href= > http://www.91se91.com/news/index_c.asp > marketing > /a >, or the promotion of < /strong > /p >

< p > from the beginning of the "ting Mei storm" in the Shandong market, some people in the industry call the "free marketing" program called "violent marketing". Retailers, channel providers and branding companies are all very nervous, and the views and attitudes of all sides are different. < /p >

< p > it is understood that the free gift scheme launched by the US at the terminal is mainly aimed at the members of the sub key terminal stores. In addition to the registered stores, the key products are "buy 168 yuan to send 168 yuan products", "buy four resurrection grass water living repair products", give 368 yuan senior winter quilts, and buy "buy two reclaimed grass water repair and maintenance products to give 1.8 liters of edible blending oil" and so on.

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< p > in this area, I believe that many people are still unhappy about the scheme launched by Ting Mei for the "shop members' gift giving registration products". In addition to the conventional buying and selling promotion measures in other industries, it has naturally placed the "a target=" _blank "href=" http://www.91se91.com/ "hat" /a "for the" violent marketing "promoter.

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Less than half of P, half of it is fire, and how much joy and sorrow are there. "The world is cool with it" is always the ideal realm of beauty.

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< p > in my view, the "ting Mei storm" is a "violent marketing" behavior, mainly for the "Mei Mei free products", "terminal closed block" and "member direct investment management" tactics dissatisfaction, perhaps think that doing so will only reduce the industry's competition standards, disrupt the industry's competition order.

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< p > however, we analyze it from another angle. Currently, there are ten tens of thousands of cosmetic shops distributed on the three or four domestic lines, most of which are plagued by low passenger flow rate, low entry rate, low turnover rate, low unit price and low guest single "five low phenomenon".

How to use the resources between channels, promote the tensity of the customers, the bottleneck of survival and the competitive advantage have become the main crux and system contradiction of the urgent matter.

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P, to be fair, under the background of increasingly fierce market competition and saturation, it is almost impossible to find a brand new brand promotion and market profit model.

The reason why "ting Mei storm" has been able to attack the city in the next month is that it has swept the whole country. This is mainly due to its accurate grasp of the terminal demand, the use of simplified brand breakout thought and the effective terminal competition strategy, with remarkable results.

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< p > violence marketing is still the ultimate promotion. There is no need for more explanation. Intelligent people will naturally argue and think about it.

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Marketing thinking behind "P > < strong > Ting Mei storm" /strong > < /p >

< p > the "storm plan" launched by Ting Mei is controversial in the industry.

In my view, it is mainly due to the different understanding of each person's own understanding of the problem.

The analysis of "ting Mei storm", in a sense, has the same effect as the Alice's terminal promotion plan. It is aimed at upgrading the retail stores' entry rate and enhancing the number of visitors. If it is hard to say the difference between them, the focus of Ting Mei's concern is to solve the bottleneck of store operation and product sales promotion, while the strategy of Alice is to integrate the target business into the height of the retail strategy.

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< p > Ya Li Jie has accumulated in 10 years and gained the rapid growth in the past three years.

Even so, there is still a deep dispute about the "pattern" and "phenomenon" in the industry. But there is one thing that is understandable. That is, in the past three years, the promotion and contribution of Alice to the third channels and the low line market of China's cosmetics industry is obvious to all.

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< p > nowadays, although the beauty of Nirvana on the journey of Nirvana has become the Alice of the magician in the franchise store, it is totally impossible to say the same thing. However, after careful comparison, it is not difficult to find out the same competitive gene and strategy in brand operation between the two, that is, they have brought the operation idea of Shang Chao channel to the cosmetics store channel.

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< p > the father of world marketing, Dr. Kotler pointed out that the five weaknesses of Chinese enterprise marketing: first, marketing is regarded as advertising and sales; secondly, it does not use market research; third, it does less in market segmentation, choice of target market and positioning; fourthly, it relies on low price as the main competitive tool; fifth, retailers do not invest enough in quality service and differentiated shopping atmosphere.

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< p > < strong > master is a master. Indeed, he stands tall and strategically speaking.

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< p > at this stage, facing the market squeeze and channel expansion of Foreign Legion, the survival challenges of local brands have become urgent. How to strengthen the market share of product brands and enhance the penetration and development of product brands and retail business are the key indicators for the future third channel survival test and profit competition.

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< p > > therefore, we should not only see the color curve of Nirvana brand Nirvana through the "storm of Ting Mei", but also consider the overall breakout of brands, channels and retailers.

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< p > < strong > focusing on terminals and investing in retail will naturally yield the future < /strong > /p >

In today's increasingly competitive market environment, only by innovating ideas and carrying forward the spirit of striving for success will we get the opportunity to shuffle and consolidate the market in the future. P

Then, it is particularly important and important for us to take precautions, clarify the source and seize the five commanding heights in the process of brand promotion and retail business in the process of brand confrontation and terminal competition. < /p >

Less than P, one is concerned about the competition pressure of stores.

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< p > 2, to solve the problem of store survival.

As we all know, the sales performance of a single store is equal to the price per passenger and the quantity of customers. At this stage, we all ponders over how to effectively and quickly upgrade the number of customers. The reason why they are successful is that they are concerned about this marketing factor, marketing node and operation details.

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< p > Third, help retail stores to import retail management system.

Through the past years of training experience, I find that most of the retailers are in the stage of individual combat. What we are concerned about is product structure, price discount, market support, promotional gifts and so on. The understanding of retail stores is superficial. In this connection, how to help retailers grow together, understand brand management and store retail become the part of their value-added services.

Here, I present two teaching cases that need to be popularized in our industry: < /p >

< p > < strong > Formula 1: customer quantity = customer number = customer number (number of visitors, passenger flow) * paction ratio < /strong > < /p >

< p > people usually confuse customers with consumers. In fact, customers are not completely equal to consumers. Only consumers who achieve consumer behavior are consumers.

The number of customers in our jargon is called "number of visitors" or "passenger flow", referring to the total number of customers visiting the store.

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< p > the ratio of the number of consumers to the number of customers, we call it the "paction ratio", which refers to the proportion of customers entering the store to become consumers.

Generally speaking, the customers who enter the shop will be affected by the promotional atmosphere of the stores to achieve or enhance their buying behavior.

Therefore, we call "paction ratio" as "commodity attraction index".

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< p > < strong > Formula Two: passenger flow = customer number = number of visitors = target customers * entry rate < /strong > < /p >

< p > the entry rate of target customers determines the number of visitors entering the store.

Target customers refer to customers who have a certain degree of recognition, willingness and possibility to shop.

The entry rate includes two meanings, one is the conversion of intention into the target customer ratio of behavior, the other is the frequency or frequency of target customers' purchase.

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< p > generally speaking, we attract rich customers with potential consumption intention through the rich and varied marketing activities of store value-added services, or stimulate the customers' turnover rate.

Therefore, the "entry rate" is also known as the "store attraction index".

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< p > 4, standardizing information decision mechanism.

Upstream brands or downstream agents are accustomed to indulging in their inherent management and decision-making methods.

Nowadays, due to the upheaval of the market environment and competition background, market competition has also put forward higher requirements for the decision-making of marketing operations.

On the journey of brand breakout, how can brand dealers and agents strengthen the collection of market information and analyze them scientifically so as to effectively serve and escort the decision-making.

Therefore, no matter whether upstream brands or downstream agents set up an organic information decision-making system and market decision-making mechanism, they naturally lit a dazzling guiding light on the road of brand breakout.

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< p > fifth, improve the quality of database marketing.

Although the slogan of database marketing has been shouting for many years, at present, no matter in the field of upstream brand business or downstream agents, the understanding of core elements such as system cognition, specific application and resource development and marketing quality of the database is far away.

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< p > at the upstream level < a href= "http://www.91se91.com/news/index_f.asp" > brand > /a > business level, enterprises often form more than the content of membership clubs. A pale member promotional posters + hard products to buy advertisements become the "emotional coupons" facing consumers. At the downstream agent level, when talking about the consumer marketing and management of the regional market, agents will come up with a large number of notebooks, confidently telling their consumers that they have developed to thousands or tens of thousands.

Accordingly, it is not difficult to see that at this stage, whether upstream brand dealers or downstream agents have a very basic understanding of the database, let alone operational quality.

Therefore, how to strengthen the basic application of database marketing and enhance the resource development and marketing quality of database marketing will be a powerful system guarantee before launching the sprint.

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< p > < strong > epilogue < /strong > < /p >

< p > < strong > lingering beams, three days without /strong > /p >

"P" > the terminal free gift scheme launched by Ting Mei in the automatic control a href= "http://www.91se91.com" > channel < /a > appeared in a short period of time, and its power came into being. Many practitioners who claimed to be professionals in the industry think that this is the "terminal hunger and thirst phenomenon" caused by the free delivery of the terminal, and some people have started to brew their feet and sleep hard, so they have begun to hatch their own blocking strategies and imitated measures.

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There is no need for P. For many years, the author has always insisted that there is no shortcut to retail, and you, me and he need not worry about the "irregular competition behavior" of Ting Mei. Because there seems to be huge potential business opportunities and unknown areas in the seemingly saturated market environment. One hundred thousand retailers in the national low line market still need to grow and improve. How to focus and help retailers to establish and import their own competitive advantage is perhaps the motive force for us to really reflect on.

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