Return To Business Essence, New Plan To Reshape Profit Model

Recently, the birds in the The Seaview Tavern Hotel held a new year's annual work conference to announce the company's new year's annual management ideas. Chairman Wu Zhize and more than 300 senior and middle managers participated in the meeting.

The theme of this conference is to "return to the nature of business and reinventing profit models".

Wu Zhize said that at present, enterprises are in the external environment.

In the era of disruptive change, only "return to the essence of business and reshape"

"In order to let the birds in the new round of competition survive, live well and live long.

He said frankly that last year's whole economy was affected by the external economic situation and the continued weakness of the domestic clothing market.

The business environment is more difficult, and the sales of the birds have failed to achieve the expected goal.

Fortunately, with the joint efforts of all of us, the quality of the company's operation has been improved, and the key work has progressed smoothly, laying a good foundation for the pformation and development in the future.

It is reported that around the goal of "reinventing profit model", the birds will follow the "five big changes", that is, the change of profit mode from high rate to high cost performance, the pformation from traditional marketing to big data marketing, the change from traditional sales to comprehensive experience, the pformation from product designer to market leader, the shift from automatic production to intelligent production, and the establishment of three core competencies, namely, multi brand integrated operation platform, whole category private customization, and cost-effective flexible supply chain.

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Retailers should walk on two legs.

In 2015, the consumer experience of UNIQLO's traditional physical stores must be done. The biggest challenge of digital marketing is how to link creativity with brand and specific product series.

The ultimate goal is to pform a traditional retail enterprise into a 360 degree O2O enterprise by using different consumer experience contacts such as shops, APP, EC, social media platforms (such as WeChat, micro-blog).

By creating a 360 degree, all-around brand and product and service experience, customers can experience and buy products at any time, anywhere and anywhere.

Among them, not more contacts can win a complete victory, how to grasp the effectiveness of different platforms for in-depth communication, create brand experience and word-of-mouth is more important.

Having done many different jobs and different industries, I think the basic point of marketing is to return to "listen to the voice of customers", especially to "hear" the voices, needs and feelings of customers, which is the so-called "customer / consumer insight" in marketing.

Many times, marketers will put the cart before the horse, too much to pursue something fancy, and forget what is the essence.

Ice bucket challenge.

The inspiration points are: first, how to break the traditional idea and expression way to let the public understand the theme of a small group and ignored by everyone; second, with the Internet and social environment, Chinese consumers are getting more and more OPEN.

We used to think that good public service marketing was a tear to the eye, but this case showed that it was necessary to make him feel interesting and let him notice that he would act.