The Precision Marketing Mode Is The Reason Why Many Leather Cities Rely On Shopping Trips.

In the heavy fog and haze, construction workers and all kinds of construction machinery are busy at the Ji'nan Xiaoqing River North Road and the Ji'nan Zheshang leather city project site at the intersection of no shadow mountain north road.

This is what the Economic Herald reporter saw on the 20 day.

The huge banner hanging from the tall facade of the tall building shows that October 28th will be the day for the leather city to open.

Standing in an office building located southeast of the construction site, Wen Guozheng, general manager of Ji'nan Zheshang Leather City, told the reporter that what he expected most is that Ji'nan Zhejiang merchants leather city's national 4A tourist attractions qualification was approved.

Because there are many leather city projects like a horse lantern in the market in Ji'nan, hasty rush of lessons, he is trying to find a new way of survival for the upcoming leather city through the breakthrough of business mode.

Wen Guozheng's business model refers to the shopping tour that is currently emerging in the domestic tourism industry.

Chen Guozhong, President of Shandong tourism planning and Design Institute, said that as China's tourism market matures, tourism groups will gradually differentiate into different consumer groups because of their willingness to travel and their demands, thus giving birth to a new form of shopping, such as shopping for tourists who specializes in shopping.

"Of course, shopping is still a long way to go in China's tourism market, due to many factors, such as regional differences, industry level and market development.

But the shock wave it brings is enough to bring many useful enlightenments to the tourism shopping that is currently suffering.

Chen Guozhong said.

Why is leather city?

Looking around the tourism market in Shandong and surrounding provinces and cities, with the cooperation with travel agencies and relying on the latter's support for tourists, there seems to be no other commercial form other than leather city.

So, what is the reason why leather city will not hesitate to put the treasure that decides the life and death of the enterprise in the sprouting shopping tour?

It has been observed that the emergence of Lin Lin's all kinds of leather cities stems from the tragic efforts of China's leather industry to break through and survive in the domestic market in recent years.

Fortunately, as China's leather goods enterprises have long been committed to developing overseas markets, they haven't formed a multi-agent marketing mode like the domestic clothing market, though leather products are mostly clothing, bags, shoes and hats.

This allows it to face the end consumers directly, even on the basis of export prices, after many discount, still can get substantial profits, and thus have great attraction for consumers with fur complex.

At the same time, due to the large number of domestic leather enterprises and most of them are not large, they are unable to arrange the whole country like other domestic garment giants, forming multi-storey agents.

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Under such circumstances, the leather city of Haining has introduced a professional market operation mode, creating a leather city such a business platform for leather enterprises to break through.

"Simply speaking, shopping trips originate from some tourists' interest in shopping far more than their interest in sightseeing and leisure, or in other words, they regard shopping as a special way of sightseeing and leisure, and this kind of tourists are mainly women." in recent years, Song Guangkun, chairman of Ji'nan new Feng Shang brand planning Co., Ltd., who has many business dealings with many travel agencies, has said that "when certain or certain commodities of a certain tourist destination have sufficient price advantage and attraction, Shopping Tours based on this kind of crowd will be established."

Products are typical luxury goods, and their target consumers are not very large after all. This determines that their marketing mode can only be precision marketing, which is the reason why many leather cities rely on travel agencies at the beginning of their opening.

"After all, they have a relatively fixed customer base established over many years, and a database that can provide a theoretical basis for precision marketing based on market segmentation."

Wen Guozheng said that the cooperation with travel agencies in advance can be regarded as a kind of precise advertising for target audience to some extent, and the word of mouth communication among consumers, such as fur and luxury goods, may be better than that of the ordinary mass media.

Once the word of mouth communication effect is generated, experience based will generally usher in a large scale and relatively stable self driving tourist flow.

The formation of self driving passenger flow is often seen as a sign that the leather city operation is on the right track.

Shopping tour inspiration shopping shopping

Since the implementation of the "tourism act" in 2013, a large number of commercial outlets, which are located in tourist attractions and used to rely on travel agencies to provide passenger flow, have struggled on the death line or even closed down because of the sharp drop in passenger flow.

Now, what kind of inspiration can we get from Shopping Tours nowadays?

"In recent years

In the world, it is a crazy way to sweep goods, and even China's aunt's multinational buying gold can be regarded as a special form of shopping tour, showing us the unlimited market potential of shopping trips.

Song Guangkun said that at present, the most attractive destination for Chinese tourists is Hongkong, Korea, Japan, Singapore, Italy and France. Among them, South Korea mainly purchases cosmetics, while Hongkong and Japan are mainly electronic products. France and Italy are mainly cosmetics, clothing and bags.

Reporters from the recent experience of going to Hong Kong and traveling to Taiwan to find out that the reason why outbound shopping is becoming popular is that there are three points that can not be ignored: first, a certain commodity has obvious price advantages than similar products in mainland China; two, there is a serious scarcity of certain products in the Chinese mainland market; three, the quality of products is adequately protected.

Among them, the first and second articles are enough to explain why leather city is a new form of business, and how it can become a landscape in the risky tourism market.

In recent years, Shandong has developed some tourism and leisure shopping blocks with distinctive business characteristics and strong tourism atmosphere in the scenic spots in the province, hoping to meet the needs of tourists' shopping experience and sightseeing and leisure.

These neighborhoods can be divided into three major categories: shopping street, shopping center and professional market.

Wu Kai, deputy director of the commodity development center of Shandong Tourism Bureau, seems to rely on the principle of "birds of a feather flock together" to rely on the principle of "birds of a feather flock together".

From this point of view, the inspiration from shopping tour is very valuable.

Wu Kai believes that one of the reasons why forced shopping is criticized is the same commodity, the two is high quality and high price, and the three is the quality of goods is insecure.

The business logic of Shopping Tours is enough to inspire people in the tourism industry. On the one hand, the development of tourist commodities should concentrate more efforts on scarcity and price advantages, attract tourists with distinctive and inexpensive products; on the other hand, the marketing of tourist commodities should be introduced through the exploration of business models and the establishment of business platforms, and the introduction of digital and database management techniques to monitor the whole process of tourism shopping, so as to create a marketing system that can carry out responsibility traceability and security, and mobilize the enthusiasm of relevant stakeholders in every link of the whole industry chain.