How Does Watsons Establish Its Own Brand Strategy?

Relying on the precise consumer group positioning, professional services, inexpensive and self owned

Products, professional and systematic sales promotion and other series of meticulous management measures, Watsons firmly seized a large number of loyal customers, and effectively avoided the same form of competition with retail centers such as shopping centers, large supermarkets, convenience stores, franchised stores and online stores.

Precise targeting of target consumers

In the increasingly homogeneous competition

Only by providing consumers with the right product choice and quality shopping experience can they win the market.

The most important foundation for achieving all this is to lock in target consumers correctly.

Watsons lock-in mainland China's target consumers in 18 year old 35 years old, monthly income of more than 2500 yuan of fashion women.

Why does it favor this group? Most of the older women have already had their own brand and lifestyle and are hard to make changes.

This group of people under the age of 40 is more challenging, more focused on personality and likes to experience quality and novelty products.

At the same time, it is also a group with the fastest growing income among women. It has a strong spending power. But usually it is tense, and it doesn't like shopping in big stores or big supermarkets. It's a comfortable shopping environment.

These consumer characteristics are very consistent with Watsons's product positioning.

Shaping the image of "experts"

Enter

You will find that the feeling is not walking into a supermarket, but a professional personal care shop. Why do you feel this way?

This is due to the precise targeting of target consumers, and then Watsons has put forward the professional service and marketing concept of "personal care".

The store not only provides a complete product line for personal care, but also displays in terms of cosmetics, cosmetics, skin care products, beauty products, hair care products, fashion products, and drugs, in order to facilitate customers to choose.

At the same time, Watsons has set up a strong team of health consultants, including full-time pharmacists and suppliers in store promotions, providing free skin care and other professional consultation.

We also set up information display rack in the store to display personal care, health care nutrition allocation and disease prevention and treatment methods.

In this way, consumers are easily moved by a series of specialized purchasing and selling methods, such as the atmosphere inside the shop, the quality of the business staff, the display of goods and the issuance of data, so that the brand image of Watsons personal care experts is also popular.

Private brand strategy

At present, Watsons has more than 1200 brands including shower gel, shampoo and so on. Its sales share has reached 15%.

However, when the sales volume and category of the controllable product system reach a certain proportion, the right to speak in the channel will increase.

So, how does Watsons stabilize its own brand and develop its own brand? When its own products are developed, it has conducted in-depth market research to ensure the production of marketable products.

In addition, a "simulated shop" was set up to understand the sales trends and customer needs of various branches, and to identify the types of products developed.

This includes statistics of the most popular agency brand goods in the store, and then copies of the products that are similar to the sales agent.

It also includes meeting the specific needs of consumers and launching exclusive products with characteristics.

Watsons, for example, has developed a solo stick and heel sticker for many female consumers who have been wearing shoes with high heels. Even though these small items are insignificant in many people's eyes, they have gained fame in the industry.

Watsons's own products are not only well positioned, but also offer good promotions and preferential prices.

Compared with other brands in the market, Watsons's own products attract customers at prices less than two to 40% and fashionable fashion packaging. Before they enter the market, they should be tried by employees, and let employees publicize to consumers, so that employees can become the best spokesmen and be able to carry out effective marketing and word of mouth.

Systematic promotion

According to the Chinese people's "consumption is the absolute principle" consumption habits.

Watsons has implemented a promotional strategy of adding more than 1 yuan, "full line twenty percent off", "buy one get one" and so on to attract customers' attention.

In addition, Watsons pays more attention to consumer psychology research. For example, new and exciting activities are more attractive to white collar people with "petty bourgeois sentiment". Watsons has launched the "60 seconds crazy rush to buy". Raffle winners can "mop up" the designated shelf products in the store, and the products that are obtained in 60 seconds are all winners. This way lets consumers enjoy the experience of fresh stimulation.