Successful Sales Analysis Of 1 Billion From Foot Li Jian

I recently returned to work, and I saw an advertisement in the elevator of the company... Yes, I saw it again.

It is the powerful old shoes that occupy the CCTV and major local TV stations all the year round. I believe you are not new to this brand.

In my impression, foot strength seems to appear only when watching TV with grandparents. But since the end of last year, I have often seen it in cinemas and elevators.

Maybe you, like me, still know how to keep fit, and even despise the brand. But nowadays, no matter in the elderly or among young people, physical strength is almost known.

At B station, foot health has long been a hot material for ghosts and livestock, and even the Sneaker evaluation account has specifically evaluated elderly people's shoes.

What's more, foot health has already dominated the elderly shoe market, and it has become the explosive money in the explosion. It only sold 1 billion in 2017. Last year, double 11, foot strong health boarded the Juhuasuan explosion list Top10.

So, how do you do it?

Don't think this is an old business. People still have Internet and marketing thinking. Compared with brainwash ads, I think it is smarter and not offensive.

　　 How to "parents + children" eat together in marketing?

Frankly speaking, I have always thought that foot is just throwing money on TV to advertise. Unexpectedly, now people have "omni-directional" coverage to the "parents + children" 2 groups, for different groups of people made targeted marketing strategy.

1) for the elderly.

Obviously, if you want to reach older people, the best channel is just offline stores and TV advertising, and Zu Lijian is no exception. So, how do you do it?

Logo large! Bright!

For offline stores, what is the most important thing to attract users' attention?

The answer given by logo is to be big!

Therefore, they used many careful machines in logo design.

The most powerful marketing team is "China and China". Their most famous marketing theory is "super symbol". If I say this, you may not know what it is, but you should have seen this book in many places.

They are also familiar with Chai Bang soy sauce and Xibei oat village advertisements.

And for logo, China and China use "super symbol".

Popularly speaking, the super symbol is that when the user sees this symbol, he can identify what brand it is. Therefore, Hua and Hua take out the image of "senior citizen" as part of logo.

If you see this logo on the street, will you be able to get get at once? Is this a product for the elderly?

The image of the elderly is not enough. There is a "cultural symbol" in the super symbol, which refers to the archetypal symbol of human culture. For example, "gold ingot" is a cultural symbol of Chinese people. The green grid of table cloth is a cultural symbol of all mankind.

What cultural symbols did Hua and China add to their health? This is the triangle.

This triangle is widely used in the design of urban traffic signs. It is a cultural symbol that everyone knows. No matter who sees it, it can be recognized and remembered at once.

Indeed, the difference between the logo and the first logo of foot health is quite different. What did logo want to say in those days?

Although such logo is not "beautiful", judging from the recognition degree, China and China's super symbol theory should be the most suitable offline product / store. Do not believe you see...

Even in the evening, you can still lock your feet in three seconds.

(2) find their goddess and go to their site.

TV advertising should be the most durable advertising channel. It is said that every year, Li Jian has sold hundreds of millions of dollars in CCTV advertising.

The reason is obvious. For middle-aged and elderly people, CCTV itself is authoritative. If a brand can be bullying the CCTV for a long time, it must have two brushes.

And in the choice of spokesperson, he is indeed very good choice spokesperson, found the 90s national goddess Kaili Zhang.

In those days, aunt Keri relied on a yearning fire to spread across the river.

The reason why Kaili Zhang is chosen is also for the elderly.

In an interview, the founder of foot Li Jian said that the team had asked many elderly people whether they were selected by their users or selected among several specific stars. They were all Kaili Zhang's high votes.

After endorsement by Kaili Zhang, he put the advertisement on CCTV opera channel, and Beijing TV, Sichuan satellite TV, Anhui satellite TV, Shandong satellite TV and other local stations.

Yes, they are all older users with more channels.

In addition, it has also been named "Beijing health satellite" program for 3 consecutive years.

In the words of the founder, "more than 90% of the elderly in China will see the" health hall ". I have been naming it for 3 years, and it will take 10 years for others to achieve the effect.

According to statistics, the cost of this endorsement and placement has increased to several billion. I have to say that health is also real and rich.

2) targeting young people

After grabbing the "old man" mentality and gaining a firm foothold in the market, all these two years have begun to fight the idea of "sons and daughters", so that young people can buy their parents "full strength". So how does foot health enter young people?

Look for spokesmen who are familiar with young people.

The advertisement mentioned at the beginning of the article was actually taken by Yang Di and his mother. In October of last year, Yang Di and Di Ma became the "family friendly star pushing officer".

Why did he find Yang Di and his mother?

Yang Di's mother had several hot searches for her "magic laugh" and her fans.

What's the extent of Yang Di's mother's fire? As long as Yang Diyi mentions "Mom," fans will leave messages saying that Yang Di is "rubbing the heat again".

After Yang Di's mother's fire, Yang Di often took her mother to the variety show, such as the mango platform, "day to day up", and "flower and everything" hosted by Xiao Si.

Yang Di and Di Ma can be said to be one of the most popular "star mothers and sons" in the entertainment circle.

Second, the little red book also has enough strength.

What shocked me most was that he had put in the little red book.

Imagine that picture, fashion bloggers wearing a pair of physical strength? A kind of

Of course not! When I looked around the little red book, I found that its launch was quite strategic.

What kind of bloggers are they looking for?

Take the two bloggers, the low-key luxury 88 and the grapefruit pomelo, for example, two of them are "Mummy bloggers" from the two or three tier cities. The daily and recommended products shared are related to family or baby.

So their fans are basically mothers of the two or three tier cities. This fan portrait matches the potential users of foot strong.

And these bloggers' copywriters are also from the perspective of filial piety and parents.

Although the fans of these bloggers are not numerous, they are very accurate, and the cost effective strategy is quite high.

How do we design "old shoes"?

The product itself is very important if it wants to become a bomb. Products do not need, then how to throw money promotion is useless. And there is a set of products in the design.

1) first look for reasons for purchase, then do product design.

Generally speaking, before a brand is promoted, it goes through the following process: the product team develops the product and then sells it by the marketing department. That is to say, the product must be done first.

But a robust product design strategy is not the case. They plan to buy the reason first, then make the product.

Last year Mother's day, China and China seized this time node and designed a "mother shoes", and designed a "Mom to wear mom's shoes, mother's day to give enough strength" slogan, to give you the reason for buying.

The design idea of this product is also from China and China, and China and China have applied this design logic to many brands, such as the "Tianqi toothpaste" that everyone is familiar with.

When China and China were doing toothpaste for Tian Qi children, they found that there were usually 2 kinds of toothpaste on children's shelves: flavor, orange flavor, banana flavor, IP, such as Snoopy, Hello Kitty and so on.

When parents choose toothpaste for their children, they have no reason to buy and choose logic. They only buy it according to their own or baby's preferences.

According to this situation, China and China have chosen logic for product design, and parents have only 2 choices:

2-5 years old, choose "long tooth tooth" toothpaste;

6-12 years old, choose toothpaste for changing teeth.

That is to say, they changed the buying reason from "like or dislike" to "want to have a long tooth or to change their teeth", and strengthened the reason for buying.

After completing the design of the purchase reason, they designed two products, including naming and packaging design, based on this purchase reason.

This product design idea is worth learning. Because, whether a product can become a bomb, it is useless to promote it by throwing money. The product itself sells well, at least 80%.

The operation research society will also consider the reasons for users' purchase when designing products.

For example, before we design the map of operational skills, we will constantly ask ourselves: in order to enhance its sense of value,

A map 6 times larger than A4 paper, 49.9 yuan, will you buy it? If it is a map covering the core methodology of 8 major operational skills? Are these methods approved by BAT and other Internet factories?

By constantly asking questions, we can identify what is the selling point that can let users perceive the value, that is, the reason we buy.

2) find a blank market for users' high-frequency demand.

In addition to this product's "clean thinking", in fact, its product positioning also determines its "high starting point".

In the domestic market, the sports shoes market has been very saturated, but no one in the elderly market is going to do it. This is an incremental market.

That is to say, whoever takes the lead can quickly occupy the user's mind.

In those days, when the founder of the project started to consider entrepreneurship projects, he said that he had to meet the 3 requirements of "rigid demand, high frequency and blue ocean".

This positioning idea is also very "Internet", when you are doing product or electricity supplier selection, you can think from this angle.

The operation research society will also consider this problem when making products. For example, our explosive product "operation skills map" is consistent with these 3 conditions.

It also reminds me of the strategy of selecting the team of "beef king". When they choose the product, they start with the price belt.

Li Rongxin, a trader of beef cattle team, said that if your product's cognition in this price band has been filled by others, then it will be more difficult to break through.

For example, before they sold red wine, they did a survey and found that there was not a brand of red wine under 100 yuan.

As a result, they built their brand in this price band and sold No.1 of Tmall red wine at once.

Therefore, when designing products or selecting products, we can look for incremental markets from the angles of crowd, category or price.

However, if you see here, you may question whether the old shoe is really not an IQ tax, is it a false demand created for the incremental market?

Is there really any difference between the shoes worn by the old people?

Don't mention it. The old people will have these changes compared with young people.

Feet become wider and larger, wear shoes to squeeze feet; arch falls down; hallux valgus; ankle becomes crisp and easy to sprain;

Therefore, when the shoes are designed, the shoes will be made wider and the sole will be flat, and the antiskid design will be added.

In the evaluation of B's up @ @ geek shoes, it can be seen that foot health does make shoes wider. However, skid proof, do not dare to guarantee.

The function of anti skid is really a point of criticism.

In a healthy advertisement, how much is the skid resistance of shoes?

There are many elderly people who have bought enough strength for this reason, and even many ordinary users are also "skid proof" for their health.

As a result, in August of last year, he was accused of "false propaganda".

Maybe fitness is really anti slip, but objectively speaking, advertising still has the suspicion of "exaggerating propaganda".

@ geek shoes mentioned that no matter what shoes are hard to achieve 100% anti slip, even if a few thousand pieces of a pair of AJ is also the same.

epilogue

Over the past two years, as the mobile Internet has entered the stock competition, more and more attention has been paid to the "silver haired crowd".

As everyone knows, as early as in the PC era, there is such a magic brand targeting the elderly market, making a big noise.

It has to be said that it has many in marketing and product design, and is worth learning.

However, there is also a lot of controversy over the Internet and even a lot of "ridicule" phrases. This may be because there are some undesirable aspects of the product's function.

So, finally, I would like to say that marketing and product design are important, but the product itself is the decisive factor in deciding whether it can continue to "live".