May: Will The Same Mistake Become The Second Lining?

If policymakers do not know the attitude and causes of their core consumer groups and potential main consumer groups in choosing brands and commodities, what is the difference between the business plan of the former sales data and their forecasts and the "carving the boat"?

From a net profit of over 1 billion to a loss, the birthday gift of 20 year old seems to be a bit heavy.

The most intense people in these two years

No Metersbonwe.

2015 is Metersbonwe 20th anniversary. No matter it is called "wonderful flower", almost all the post-90s are familiar with "app" or "MTEE" advertising, and invite a group of entrepreneurs who are the leaders of post-90s and overlord to speak with heavenly king. They are everywhere advocating the 20 year old American state to try to capture the same age consumers and occupy the Internet ambitions.

However, the birthday gift of the United States is not a bitter victory but an ugly three quarterly report: it is expected to lose 300 million to 450 million yuan in 2015.

History is always strikingly similar.

In 2010, at the age of 20, Li Ning Co decided to throw heavy gold into the brand, and changed the ceremony under the spotlight of many stylistic stars.

What happened later is known to all. In 2012, the annual report shows that Lining's annual income fell by 24.5% compared with the previous year, while the company lost 1 billion 979 million yuan.

This is the first time that the company has been on the market for the first time in 8 years. Lining is "out of favor".

The same mistake

Behind the disgrace, the United States and Lining both made the same mistake.

They pay too much attention to the sales data, store data and consumer behavior data of the market operation, and judge the next strategy and tactics according to these data. But it is these beautiful data that obscured the eyes and ignored the implicit attitude data behind the user behavior. There are too many possibilities information that can be excavated.

For example, Taobao, as a data platform, knows what consumers browse, what they buy, how much they buy, how often they buy it, how long it takes each time, but they do not know why consumers browse, why buy, buy satisfaction, dissatisfaction, why they are satisfied, and whether they will recommend it to their friends or not. This is the consumer attitude data.

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Act as

The leader of the class can hardly find Lining's unique national sports brand, but it was overtaken by the later Anta.

At the 60th anniversary National Day celebration, Lining, the founder of the brand, appeared on the Olympic flower car wearing a Anta brand sports jacket. I think his pain is beyond the understanding of the outsiders. "Lining

How to avoid becoming the next Lining?

I particularly appreciate Christensen's philosophical view of Agnosticism, which is agnosticism.

The book talks about "unknown marketing": when making any business plan, first assume that all his predictions are wrong.

But few decision-makers can deny their predictions and take the time to understand consumers' viewpoints, attitudes and causes.

Usually, an independent brand's market budget and promotion plan is based on the market operation data of the previous year, plus the viewpoint, attitude and analysis of the decision team.

These data can be easily obtained from computers in offices. These data only record users' past behaviors, such as how many products they sell each quarter, how much they increase year-on-year, which products are sold more, and which areas sell more. Based on the prediction of behavioral data, they neglect more important data: consumer attitudes and value choices.

Just imagine, if policymakers do not know the attitude and causes of their core consumer groups and potential main consumer groups in choosing brands and commodities, what is the difference between the business plan of the former sales data and their forecasts and the "carving the boat"?

In those days, Lining was fighting for the sword.

Whether it is "Anything is Possible" slogan or "Make theChange" and Nike's "want to do" (Just Do It) in essence, there is not much difference between the market share of Nike and its early market share. However, when their consumers choose brands, their attitudes and causes are quite different.

Lining's price rise in 2010 was the last straw, and consumers found that their price was going directly to Nike. Some of them went straight to Anta store and another part went to Nike ADI.

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Therefore, with the analysis of user attitude data, it is necessary to establish a user attitude model and find deeper needs from the difference of results.

Our cognition of things creates new things. Before you fully understand consumers, it is blind, dangerous and even fatal to make a business plan.

Through user attitude data, we can explain the causes behind user behavior and reduce the risk of prediction based on behavioral data.

No fruit shop upgrade

In 2012, the United States launched a "one city, one culture, one store, one story" shop upgrade, hoping to pform 100 offline stores, allowing traditional stores to embrace the Internet and get consumers' new recognition of the United States.

Take Hangzhou as an example, the flagship store in Hangzhou is the first one to be pformed.

The flagship store was changed to "central station style", the hall was converted into waiting hall, the fitting room was designed as a train compartment, and the shop also provided coffee snacks.

The newly opened Chongqing Xinhua International store moved the new art workshop into the shop.

However, over the past 2 years, whether Chengdu, Hangzhou, or the newly upgraded Chongqing experience shop are very few visitors, and the expectations are quite different from the real ones.

Every day, 300 thousand consumers come to more than 4000 stores in the United States. About 30% of these consumers end up being customers, and 70% are lost for various reasons.

Before we want to get consumers' new cognition of brand, brand needs to understand consumers first.

For now, the United States knows why 30% of consumers choose to buy, why 70% of consumers leave, and then start making changes. This is how the United States can avoid becoming the first step of the next Lining, and also truly embrace the Internet.

Big data, more attitude data

It seems that everyone knows about "understanding consumers". Can it help traditional enterprises to get through the two channels of pformation? Jack Welch became the world's first in GE company. "You know, but we did it."

The era of big data has given enterprises the possibility of obtaining numerous data. Decision makers have made performance analysis in various pie charts and broken line charts. Brainstorming, which has been surging in the focus group, has found the so-called "consumer" insight. However, we haven't collected consumers' attitude data in a continuous, scientific and effective way, and understood the value choices and viewpoints of consumers.

The big data industry is in urgent need of data to analyze consumer attitudes to help them make the right decisions.

Lining's Waterloo has only one reason. Without knowing its audience and losing its profits, it naturally loses its chance to belong to it, and can not continuously innovate to cater to the changing tastes of consumers.

We hope that the United States will take the first step of change and understand the needs of consumers and markets, and not repeat the same mistakes.