How Do You Increase The Stickiness Of Fans?

In China, where customer loyalty has declined rapidly, luckily, there is also a JNBY Jiangnan cloth.

According to the world clothing shoes and hat net, on October 11th -12 day, the 2017 union wind and cloud meeting and the East China commercial real estate summit forum will be held. This conference will take "where to come from" as the theme to discuss the ultimate proposition of China's retail and commercial real estate customers. Based on this, in September, we specially planned "where to come from," to start early and preheat.

"Loyal fans are the biggest intangible assets of JNBY". In an earlier interview with the media, JNBY parent company.

Group CFO Frank Zhu said.

Indeed, the fans economy has become an indispensable part of Jiangnan cloth and is gradually being realized from "intangible assets".

According to its latest announcement of the 30 annual results as of June 2017, under the impetus of the fans' economic strategy, the retail stores in the 2017 fiscal year of the southern part of the Yangtze River could increase by 8% compared with the same store.

The proportion of retail sales contributed by its members to its total retail sales has increased from 56.7% in fiscal 2016 to 62.6%, and is still growing.

That is to say, in its 2017 fiscal year, 2 billion 332 million of the total revenue, members contributed 14.6 billion for it.

At present, its number of active member accounts exceeds 260 thousand.

The annual consumption of each member in his store is nearly 6000 yuan.

This is also confirmed by Mr. Z, who has bought CROQUIS for 3 years.

As a Office white-collar with a quality of life, Mr. Z says it has nearly 7000-8000 of its annual consumption in the south of the Yangtze River.

"At the very beginning, the brand came into contact with friends. After spending several times with friends' gold cards, they felt that the overall style of the clothes was very compatible with their clothes.

the reason being that

Brand, the chance to crash is also very small. "

Not long ago, Mr. Z has been upgraded to platinum platinum card users.

In addition to men's wear CROQUIS (sketch), Jiangnan cloth dress also has women's clothing JNBY, children's wear JNBY by JNBY, Pomme de terre (Peng MA), high-end.

Less and JNBYHOME.

According to Jiangnan cloth clothing Hangzhou West Yintai City store Fang Yong Yong introduction, for women's clothing JNBY, as long as disposable consumption of 2500 yuan, or two months to 3500 yuan, or cumulative consumption to 8000 yuan a year, you can handle JNBY gold card.

In addition to enjoying 10 percent off national benefits, you can get two new 30 percent off deals on the same day or one month ahead of the month. You can buy 8000 new items every month, two new 20 percent off, and so on.

"We shop as long as we consume, will do our membership card, regardless of card level, we are 100% member consumption."

Fang Yongyong said, "gold card users account for about 75% of our weekly consumption."

As of June 30, 2017, it had more than 2 million member accounts.

Among them, the number of WeChat accounts is more than 1 million 500 thousand, and the number of active member accounts is over 260 thousand.

According to statistics, the number of fans of its JNBY on WeChat platform has ranked first in domestic women's clothing for 2 consecutive years.

As China's early use of "fans economy" to carry out a series of brand initiatives Jiangnan cloth, in addition to all brands are commonly used discounted price marketing, social media has also been done.

"Through WeChat public address, micro-blog and other platforms, the relationship between us and fans has become a new way of communication."

Frank Zhu said, "attractive quality content is very important, which is very beneficial to the promotion of brand business. We will advance the layout in advance of how to attract new young consumers in 3 to 5 years. At the moment, besides WeChat, we are gradually setting up our own platform in micro-blog and QQ space."

Mr. Z also said that since he became a member, he has subscribed to their official number and WeChat from some stores. The information he sent out will basically be looked at and interesting.

The staff of the store will also enthusiastically add WeChat, and will recommend the relevant preferential activities and new information to the store.

Fans' interactive messages are frequent.

Recently, Jiangnan cloth also launched a column to provide members with customized benefits.

At 10 o'clock on the 10 th of each month, some marketing activities will be designed around the new products that are not listed.

In the view of Frank Zhu, active interaction with fans can not only enhance their loyalty to the brand, but also make the fans more effective and make the correct market judgement.

"Just like we launched the home brand JNBYHOME, it is also because we understand that our consumers have such needs through investigation and analysis.

Through the analysis of the collected data, we can better predict the future needs of consumers, and then incubate the corresponding brands according to these needs.

At the same time, Frank Zhu also said that it also applied the fan economy to overseas expansion.

According to its introduction, some of the overseas dealers themselves are fans of the Jiangnan cloth clothes, and they will actively apply for the opening of the shop.

Jiangnan Buyi's brand management concept has always emphasized the operation of people and fans. However, it still needs to have continuous innovation capability to consolidate and strengthen continuously. After all, it is very important to create new sense for consumers continuously. Of course, the most important thing is to talk about products.

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