Future Retail Mode: Profit Never Starts Making Money.

< p > < strong > duty free hand, effective marketing of grounding gas < /strong > < /p >

< p > in the wave of retail pformation, 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.

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< p > perhaps, when we see here, some people will say that everyone understands this principle.

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.

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< p > 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.

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< p > the change of economic structure implies 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.

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< p > < strong > profits never start making money. Experience makes free value-added > /strong > /p >

< p > free and profit are not contradictory.

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.

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< p > for enterprises and brands, this is also true. Obligation free is only a means. Finally, it is your fans and your customers, because this era is the era of fans 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 pform 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.

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< p > of course, in today's < a href= "http:// www.91se91.com/news/index_c.asp" > Internet era < /a >, 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.

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< p > > therefore, when the "a href=" http:// "www.91se91.com/news/index_c.asp" > Chengdu < /a > a clothing company with annual sales of 300 million yuan, it costs 5 million yuan to make free dry cleaning clothes for the old customers all the year round. The fox fur snow boots priced at 1000 yuan (fox hair removable) merchants are promoted, launched second years at the cost of 59 yuan to replace the old boots, the fox fur can still be used, and the Taobao trial center paid postage trial, the average daily 1 million 500 thousand UV, 150 thousand single distribution quantity, and so on, these seemingly "free" behind, all have a direct price cut than the direct consumer's heart.

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< p > < strong > look at the future from now: < a href= "http:// www.91se91.com/news/index_c.asp" > free mode < /a > imagine /strong > /p >

< p > despite the variety of existing free modes, the path from free to profit is quite different. It can be summarized as two main types: platform building and product loading, brand expansion and cross interaction.

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< p > platform building and product loading. For example, social networking site Renren has nearly 120 million users, with active users up to 30 million per day. On this basis, people can grow potato chips on their farms, and there are Disney commodity areas in the gift mall.

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.

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< p > brand expansion and cross promotion, and the free magic of products and services provided by Procter and gamble, KFC and McDonald's dolls and free coupons, free manicure and leather shoes provided by seabed, which are often characterized by repeatability and relevance, and the way of pellet driving big balls helps companies find room for profit.

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< p > so in the future, can our retail mode combine with experience and create a mode of experience and retail? Let the product create value in the experience and achieve the most direct pformation? Just like a few immature proposals of YY, let's make a few suggestions.

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< p > 1. A famous hotel is free. The use of goods in the hotel room 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.

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< p > two, for example, these years are the blowout time of the mother and baby market. The pregnant women's clothing market is vast. Merchants can send free pregnant women to the circle of people through the online mother to child platform, find a breakthrough for the circle of people, and then summon these expectant mothers to sell postpartum weight loss products, children's clothing, even children's training courses, and so on.

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< p > 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.

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< p > in this era, selling goods blindly and discounting blindly is a way out of competition in the fierce competition in the retail market today.

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.

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