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Emotional Drive, Watch The United States Watch Small And Beautiful Strategic Upgrading

2014/5/29 11:03:00 47

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Time Beauty Watch Small And Beautiful Strategy Upgrading

Tmall < a href= "http://www.91se91.com/" > small and beautiful < /a > strategy, Scientific Outlook on Development of Scientific Outlook on Development brand /p >

this is the best era. This is the worst of times.

this is the age of wisdom. This is the age of stupidity;

this is the period of belief. This is a time of doubt;

this is the season of light, this is the season of darkness;

this is the spring of hope, which is the winter of despair;

there are all kinds of things in front of people, and people have nothing in front of them;

P > people are ascending to heaven; people are going straight to hell.

this is the opening speech of Dickens, a British great writer, in the Shuangcheng book.

Using this passage to describe the brand new strategy of Tmall, the hope, hesitation, trust, doubt, determination and entanglement of the new business method of electric business will be more appropriate.

as we all know, the electricity supplier has entered the stage of civilization growth from the barbaric growth stage, from the flow to the king stage into the value stage, and from the category occupancy stage to the brand ranking stage.

Where is the rule of "P >?" Ma Yun said clearly that Tmall did not refuse small scale, but you must have value beauty. This is what is called small and beautiful, and the direction has already been very clear.

many small and medium-sized sellers are complaining that Tmall has begun to abandon small and medium-sized sellers.

In fact, it is not Ma Yun to abandon you, but consumers want to abandon you.

90% electricity supplier is small, no beauty.

If you are small and not beautiful, then this era must be the worst for you; if you still doubt the necessity of making brand value, you must be the most stupid; if you do not invest in the beauty of brand, then in the wave of the upgrading of electric business, you will become nothing.

there are many electricity suppliers not only ugly but also ugly.

Blatant plagiarism, COPY; sell no matter after sale service; the difference between product photos and products is one hundred and eight thousand li; in addition to price reduction promotion, basically do not know any other way to communicate with consumers.

Experience is so bad that sales can't be any more with more advertising.

a lot of electricity providers want to be beautiful, but the United States doesn't get up. Why? Because the electricity supplier's first dividend has been sold out, and now it is the brand bonus stage.

first dividend means that as long as you have done in the past few years, you know how to operate and understand the rules of Taobao. Basically, there are some scales.

However, more and more efforts are being made to develop, and there are more and more advertisements in the stations, but sales volume has not been much improved.

The bosses obviously felt that they could not hold on to their throats by holding an unseen hand tightly.

strike iron needs its own hard, small and beautiful key is beauty, brand beauty, experience beauty.

point Zan brother's view is that only by making the brand's human touch, can more consumers take the initiative to find you and take the initiative to share with you.

Only when you go outside the station and go to the place where consumers are concentrated can more people know about you.

therefore, for those businessmen who believe in brand and have brand wisdom, they will find their own position in the new round of shuffling and usher in the best era of their development; and those who doubt brand and have no brand awareness will usher in their worst and darkest times.

no matter how successful you have been in the past, because the environment has changed, so the game has changed, the layout ahead of schedule, you will have more in the future.

the moment the United States creates an emotional Internet brand, the winner gets the world's .

point Zan Ge once put forward a viewpoint: the essence of mobile Internet is emotional interconnection.

Ma Yun's "small and beautiful" strategic layout coincides with the point of view of Zan brother. Both emphasize that in the wave of mobile Internet, through the reconstruction of value system, through emotional interconnection, there will be a long-term interaction with your customers and your fans, so as to create a tight link, a key link that pcends trading, pcends trading and pcends physical attributes.

Mr. Ceng Yuquan, general manager of Guangzhou time watch industry, deeply thought about the new rule of "a href=" http://www.91se91.com/ in the mobile Internet era, and the new rules of the electricity supplier < /a >, which deeply recognized P's "small and beautiful" strategic plan.

It is believed that only when we dig deeply into the brand value and reengineer the consumer experience is the new way of playing under the new rules of the electricity supplier.

In the second half of 2013, the United States made a hit with P and began to study the road of pformation.

time brand diagnosis:

the time spent in the first month of the station is higher than 300 thousand yuan, but when the sales volume reaches a certain level every month, the advertising fee will not be too obvious.

After cutting advertising costs by 2/3, sales remain at the same level.

This shows that the continued large-scale advertising of stations is basically a waste of resources.

because there is no endorsement of the brand, there are many imitators in the Tmall station. Today, a watch has been produced in the US. The competitors have copied it in a very short time and sold it at a lower price.

When the appearance and function of the product are not directly evaluated, the consumers are incapable of judging the intrinsic quality.

It can only be purchased through price.

At P, Mei has been engaged in the tabulation industry for 15 years and is an absolute expert in product development and design.

Moreover, he is a perfectionist. He refuses to design every detail of the product, the purchase of every component, and every finished product. Even for a small package, the fabric selection is the ultimate. In order to make a better product, it costs no more.

Zan Zan saw with his own eyes that in the workshop of the United States, only a small size of small grain size lacquer did not affect the product in use, and it was disposed of as a waste product.

So persistent in the quality of products, but in the market is still a lot of imitators are very painful.

> when we arrived at the Tmall store in the US, we saw that the brand didn't have a clear positioning.

We once asked Mr. Zeng a question: who is the target consumer group? The answer was always proud, because the quality of products was excellent, basically from 15 to 45 years old consumers accounted for a certain proportion.

from the series of products, the dazzling jelly tables, dynamic and dynamic sports watches, cool and colorful LED tables, stainless steel tables in business atmosphere are applied in every aspect.

from the design of webpage, because there is no clear positioning, the design of webpage is varied. The image of the model is both business people, street basketball teenagers and office white-collar workers.

The whole webpage design is mainly based on deep tone, which is very mature and steady.

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we are very moved by Zeng's persistence in quality.

But it also feels that if it's a brand, it's not a wise choice to sell it to everyone.

The popular currency is not the way to win the brand.

Therefore, secretly determined, we must help the moment to dig out its own unique positioning and personality.

time beauty's product design, manufacturing process and product quality are first-class in the industry.

The target population of the product "P" is inaccurate, which causes the brand personality to be indistinct and the brand image is blurred.

P style= "text-align: center" > img border= "" alt= "" align= "center" style= "width: 549px.

the existence of a large number of imitation a href= "http://www.91se91.com/" > Products > /a > has restricted the industry into the price war, which has greatly affected the profitability of the US at the moment. The new products that have been developed with great efforts have not made profits for themselves, instead, they have made many profits for the imitators and made their own wedding clothes.

time beauty can be said to be a positive energy, used in negative direction.

As a leader in the industry, it has not gained the same benefits, and has not received the respect of the industry and the recognition of the consumers.

The first step of P is to have a clear brand positioning, to have a distinct brand personality, to focus on a specific group of people, and to communicate with them with a specific concept.

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US brand positioning: /p >

consumer positioning:

we carefully studied the evaluation of US buyers at times, and found an interesting phenomenon. Basically, more than 80% of the buyers said that the products were good, good quality and fashionable.

The son likes it very much. His nephew likes it very much. His nephew likes it very much. He likes it very much. His brother likes it very much. His sister likes it very much. His classmates like it very much.

this shows clearly that the buying crowd in the United States is separated from the users. Most of them are elderly, people who have certain economic strength and buy gifts for their relatives.

Most of the students are students, ages 15 to 24 years old. This is a heavy user group.

There are thousands of different styles in the exhibition hall of P.

But among them, we are deeply impressed by the colorful, stylish and dynamic youths watches, which do not know how many times they compete in style design.

Zeng always immerses himself in the industry for many years and has a sense of sensitivity and sense of humor beyond fashion.

The location of the crowd is clear at P.

But we also understand that letting the boss focus on a niche market, he will be worried whether he will lose other consumer groups. After all, he occupies a larger proportion in the whole.

So we joked that we had always been a customer service person, and had always been a very easy-going and open Internet user. He really did a day's customer service when he asked for leave.

when we formally put forward the positioning plan of the US consumer group, we always said that when I was a customer service customer, I knew that our watches were basically bought by adults, and students were the main target groups.

with this consensus, everything is coming to an end.

consumer insight:

consumer form is social form, consumer preference is market trend, consumer attitude is communication language, brand building is the active choice of consumer insight.

the current Chinese society is like a machine running at a high speed, the economy is developing at full speed, the house price is rising rapidly, the traffic is speeding up rapidly, everything is being sped up, this has profoundly changed the life trajectory of everyone in the deep society, and of course, it also includes the consumptive groups of the time.

we collected background data and found that most of the consumers who bought the beautiful watches were concentrated in the economically developed provinces such as Guangdong, Fujian, Zhejiang, Jiangsu and Shandong on the southeastern coast.

And this group of consumers is not buying one at a time, but buying a lot at the same time. What kind of market password is hidden behind it?

if you make a portrait of the consumer's life scene, you can intuitively see that this may be a group of people who come to the southeast provinces to find their dreams from the mainland, they may have children, or have a secondary school brother and sister, nephew nephew.

They have a very close relationship, but because they struggle for their careers, they can't stay together or meet each other regularly.

Even at the critical moments in his children's life, he scored 100 points for the first time. For the first time he took part in class speeches, and he was in love for the first time. He was absent for graduation because of his work.

brand positioning:

although they are not able to stay together with their children, siblings and juniors, promises and blessings can be made.

They choose not only a watch but also thousands of words behind the three words, "P".

They may not be good at expressing, but choosing the beauty of time is to give their loved ones the deepest love and best wishes.

, therefore, the point of Zan Zung's brand positioning to time beauty is:

emotional interconnected watch /p >

point Zan elder brother thinks that in the face of all worldly sincere feelings, all languages are pale, and all processing is redundant. The most real and simplest emotion in the world is priceless.

as a time beauty brand, we only need to choose to appreciate and listen to this silent but the deepest love voice.

. Therefore, we refined the brand Slogan of time beauty to .

I wish you every moment of beauty!

< img border= "0" alt= "" align= "center" width= "539" height= "208" width= "" / "" > "

Natural carving, silent to Sheng, and simple to /p.

learning happiness, I wish you time beauty!

Happy birthday, P! Wish you time beauty!

happy exam! Wish you time beauty!

happy graduation, I wish you all the best!

happy growth, I wish you time beauty! {page_break}

img border= "0" alt= "align=" center "src=" /uploadimages/201405/29/20140529110828_sj.JPG "/" < < > >

.

CASIO can not say: wish you CASIO!

Swatch can not say: wish you Swatch!

but CASIO can say: CASIO wish you time beauty!

Swatch can also say: Swatch wish you every moment!!! /p!

brand positioning is clear. Next is a whole set of top-level brand design. Point Zan takes the top-level design of this brand as:

strong > Super symbol /p >

> strong > topic seeds /p >

> strong > experience device /p >

> strong > Network Carnival /p >

these four aspects decide whether a good brand strategy and positioning can be well landed, whether it can convey the idea of brand to consumers well and share them with them.

Super symbol .

Super symbol is the most direct and powerful weapon like visual nails. In the era of picture reading, people are visual animals. First of all, they must jump into the eyes of consumers before they can be chosen and remembered.

we first redesigned the LOGO of time beauty, represented five different colors to represent the colorful life of adolescence. In Logo, S was orange, representing the youthful vigor of young people; K was yellow, representing the warmth of family; M was blue, representing leading technology and Seiko quality; E was purple, representing the brilliantly of life; I was pink, representing the hope of young growth.

The new LOGO design will give us a deep impression on the moment.

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besides LOGO, point Zan thinks that time beauty needs a visual symbol to represent the category of watches to represent the identity of the leading brand of the moment.

finally, dot Zambia designed a "time note" for time beauty. This time note covers all the 12 figures of time from 1 to 12, which clearly conveys the attribute of the watch, and declares the leading position of time beauty in the industry.

The "time note" is arranged in a rhythmic sense with numbers. It plays a moving emotional symphony with time. It represents the 12 months of the spring, autumn, winter and summer, and the blessings of their loved ones always surround them.

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topic seeds

a brand, it is simpler for consumers to pay attention to it once, and it can be achieved through creative advertising or activities.

However, if a brand wants to keep consumers concerned, there must be a topic. Just like a star, it is necessary to keep news in order to stay in the front line.

topic seeds can come from the brand itself or from the external environment.

The meaning of seeds is that it will germinate and grow, and will grow stronger and stronger. We can carry out the medium and long term strategic planning of the brand for 3 to 5 years around this topic.

since time is located in the emotional interconnected watches between elders and children, the problem of parent child relationship and the healthy growth of youngsters is always a concern for all parents and all members of society.

Therefore, we have done a series of public relations communication around parent-child relationship, making consumers think of the relationship between parents and children, and think of the beauty of time.

Become the social foundation and the basis of public opinion for the brand's everlasting prosperity.

experience device /p >

we often say that from the media, in fact, for the electronic commerce brand, the product is the media, and the product itself is from the media.

We must make full use of experience in products so as to fully display the media attributes of products.

Less than P, dot Zan developed the packaging of time beauty products, focusing on the upgrading of consumer experience, making products more accessible to teenagers and creatively packaging products into teenage daily pen bags.

students can receive their pen bags for the two time after receiving gifts from their parents or elders. When they return to school with their beauty pen bags, the whole class knows the beauty of the moment.

This is the most accurate dissemination and the most cost effective dissemination.

And with word of mouth, the sense of trust is enhanced.

and putting the brand idea of "wish you time beauty" into the scene of life is so appropriate that it forms a unique group brand experience.

Network Carnival

When p put forward the brand idea of "wishing you all the beauty" and raised the "parent child movement", it caused great concern on the Internet.

The websites of P, parent websites, and portals have reported this phenomenon in succession.

On the eve of "P > 61, in the major forums, the relationship between parents and children has become a heated topic of discussion among netizens. Some netizens said," miss is a sin. When children are neglected, these moments will never come back again. We must cherish them.

Thank you for your nice and timely reminder.

the strategy of using emotion driven by the us to take the lead in implementing the strategic upgrading of "small and beautiful" in the new era of electricity supplier gives us a deep inspiration.

Small and beautiful, beauty in culture, beauty in emotion, beauty in experience, beauty in caring, beauty in the heart of consumers, the softest point, as long as you touch that point, you open a door for your business!

let the brand praise, let the boss stand up! Wish you time beauty!!! /p.