Rebirth in 1998 is also a kind of life

(I was exhausted to death on the first day of the new year, which is a sad reminder! ——Because the country has issued a policy a few years ago, the personal income tax collection of sole proprietorship and partnership enterprises has been cancelled; the tax planning section in the previous plan for customers has been completely abolished. I was busy communicating with a bunch of clients all day about the framework of the new plan, and I didn’t get home until one o’clock—fortunately, there were so many drafts saved, otherwise I would definitely decide to update it today.

In addition, although the industry of tax planning will completely disappear from now on, it is hard to say that the luxury housing market, luxury car market, luxury goods market, and collectibles market will follow in the footsteps of the K12 extracurricular education industry; It must be a great good thing for some book lovers to pick money from the class and have such a firm attitude of getting rid of the virtual and turning to the real. )

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As the meeting entered a key link, Wan Qingyi naturally handed over the right to speak to the proprietress of Zhutou Trading.

The little girl smiled and glanced at everyone present: "Mr. Yang once said that in China, in the next 20 years, the social environment will be based on Japan and South Korea, and the business model will be based on Europe and the United States;"

"Therefore, according to the practice that most people like to look for case analogies, we might as well think about a basic question...why in Europe and the United States, member supermarkets represented by Metro, Costco, Sam's, and Melaleuca, especially Sam's and Melaleuca are facing When you are surrounded by a super giant like Wal-Mart, you can still survive and live well?"

Since the little girl has always been known for her friendly attitude in the company, everyone is also used to the discussion-style meeting mode of her beautiful and enchanting lady boss, and immediately began to speak enthusiastically.

"Because these supermarkets charge a membership fee that is not too much but not too little every year, under the loss aversion psychology, the psychological sunk cost of consumers has greatly increased!" said a fat management.

"Because the market positioning is different, Metro is positioned as a group-buying supermarket; Costco is positioned as an ultra-low-margin supermarket; Sam's is positioned as a supermarket that provides high-value goods and services; Melaleuca...is positioned as a [consumer direct shopping supermarket]!" A management with glasses said.

"Because each of these supermarkets has its own [memory hammer], such as Metro's super large parking lot + full box sales, Sam's global best-selling selection + direct supply of beef, Costco's profit sharing system + ultra-low prices Special offers, Melaleuca's self-developed products + membership limit consumption!" said a manager who was not tall and looked a little thin.

"Because..." More people began to raise their hands to speak.

The little girl scratched her head in embarrassment. She originally thought that these people would only know about the two supermarkets, Metro and Sam’s Club, but she didn’t expect them to be familiar with all the well-known member supermarkets—especially Melaleuca, the Member supermarkets have not yet entered Huaxia, so it can be seen that these management personnel have done their homework on weekdays.

Now that everyone has done their homework, it's good, at least it saves her a lot of talking, and she pressed her hands lightly, and the whole conference room fell silent.

After pondering for a while, the little girl smiled and said: "What everyone said is very reasonable, and they all have a point, so... let me sum it up;"

“The most essential reason why these membership supermarkets can stick to enough members and survive the direct competition from Wal-Mart is that they have accurately cut into their target consumer class and perfected a set of products. The style of play is exclusive to the characteristics of the target group, and makes the target group feel a consumption experience that is completely different from shopping in ordinary supermarkets and can make them feel happy both physically and mentally... right? "

Hearing the succinct and almost nonsense summary of my boss lady, everyone nodded, but looked at the little girl in a strange way—is this not nonsense, as long as anyone with a little basic marketing knowledge knows this, there is still a need for a summary ?

The little girl smiled a little shyly: "All of you here are elites, and you should know the saying [whoever learns from me lives, and whoever resembles me dies], so... have you ever thought about which member supermarkets we need to learn from in the future? How do you transform your successful experience into your own unique style of play?"

When everyone heard the words, they began to frown and think hard;

Since we plan to target the middle and high-income groups in China in the future, what we need to learn from must be some of the gameplay of the two member supermarkets, Sam and Melaleuca;

However, how to transform it into the unique promotion of Zhutou Business is a big problem...

After all, the situation in Huaxia and foreign countries is different, and the company will take the pure e-commerce route in the future, which is really different from the operation method of offline supermarkets, especially boutique supermarkets.

Seeing that everyone was thinking hard there, no one spoke for a full 2 ​​minutes, the little girl didn't make things difficult for them, and said directly: "According to the discussion of the company's board of directors, we have always believed that what we need to learn from the most is the global business of Sam's Club. Product selection strategy and Melaleuca membership!"

! ? ? ?

When everyone heard this, they looked at their proprietress in confusion;

There is nothing wrong with Sam's global product selection strategy. After all, he will target middle and high-income groups in the future. The quality and richness of products must be the key foundation. Besides, Zhutou Trading and Zhutou International Trade are one family. Since the latter has a strong overseas It is completely unreasonable to put aside and waste commercial channels;

But... what the hell is Melaleuca's [Membership]?

Don't they do direct sales?

Seeing everyone looking at her suspiciously, the little girl smiled innocently: "Perhaps in everyone's opinion, the biggest feature of Melaleuca is the member direct sales system - after all, direct sales merchants who limit rebates to avoid bad deals are really not good. many;"

"However, in our opinion, what Melaleuca is most worth learning is... their ecological construction method with [circle-level marketing] as the core!"

Circle marketing?

Since Huaxia is currently in the initial stage of consumer stratification, the concept of circle marketing has not yet been clearly proposed, so the management present here is a little confused.

Seeing this, the little girl first explained what circle marketing is, and then continued: "The direct sales model is originally a business model based on the foundation of strong interpersonal relationships, so it naturally has some circle attributes-but this It is not what we pay attention to in casting investment and trading; moreover, we must avoid this thing as much as possible in the future operation process; "

"However, having natural circle-level attributes does not mean that circle-level marketing can be done well. In fact, what we really need to pay attention to are the actions Melaleuca has made over the years;"

"So far, Melaleuca has directly sold more than 400 products, all of which are supplied to consumers at factory prices, not retail prices! ——but that doesn't matter!"

"The important thing is that more than 95% of these products are developed by themselves, and the participants in the research and development are their members!"

"Of course, their members only provide their own needs, ideas and ideas, and will not really participate in the design work!"

"But even so, you can think of these products as tailor-made products for their members!"

"You are all experienced elites, you should know what this means!"

hiss~!

Everyone gasped when they heard the words.

Tailor-made products for members?Or members involved in research and development?

Be nice!

If this is the case, then the membership viscosity of Melaleuca is so high!

As we all know, after the material life has broken away from the food and clothing crisis line, apart from those commodities that are inherently scarce, the products that can really make consumers feel "priceless" are tailor-made products for themselves—— What's more, these products also have their participation?

When I pictured those Melaleuca members proudly showing off to others that the room is "tailor-made for themselves", and outsiders may not be able to buy the products they want to buy, the management immediately understood the power of circle marketing.

"Boss...Director Sima, you mean, we also want to go the private custom route?" A manager almost called out the words Boss Wife, but he stopped in time.

Looking at the tacit smiles on the faces of the management in the room, the little girl blushed slightly and coughed lightly: "I said before that the situation in China is completely different from that in foreign countries - compared to Europeans and Americans who like to show off naked , the current Chinese people seem to be somewhat introverted;”

"Therefore, although private customization services can be included in the work plan for a small-scale trial, it is definitely not suitable to be widely promoted as soon as it comes up!"

"Furthermore, with China's population size, 20% of the middle and high-level target groups have a total of 8000 million people. With such a large population base, how can we have such abundant design capabilities now?"

Seeing the manager who asked the question was a little disappointed, the little girl shook her head slightly: "I said, we are learning, not imitating; therefore, don't be fooled by those external means;"

"Since we have decided to take the layer-by-layer route, the rest will be much easier - no matter what, as long as we are willing to peel it off layer by layer, it will not be that difficult after all!"

Speaking of this, the little girl took the water that Lu Feifei handed over and took a sip: "Now that we have anchored the target group and know the general route we will take in the future, the first question that needs to be communicated now is That is... what are the [circle rights] we plan to give consumers?"

"Everyone should know that after the crowd is delineated, there must always be some core interests to maintain the circle personnel and ensure the vitality of the circle; and this directly determines whether our first step of promotion work can be successful—after all, the project operation It’s not pure marketing, if you just shout slogans and get some so-called marketing concepts, it’s impossible to last.”

Circle rights?

This term is easy to understand. It is nothing more than giving consumers some rights that others cannot enjoy, so that consumers can feel a sense of belonging.

For example, points exchanged for gifts, such as VIP benefits, exclusive services, extended warranty services, and even lifetime warranty, all belong to this category.

However, many of these methods have appeared in China now, which is not uncommon; if there are only such three or two actions, whether they can really attract consumers or not, they will not be able to form a moat in essence, and they will be too easy to be competed. The opponent imitated.

However, there are 8000 million target consumer groups that Zhutou Trading will face in the future, and there are all kinds of people from all over the world, and the habits of different places are very different. How can it be so easy to come up with a general and applicable circle-level rights and interests plan at a time?

Seeing the silence of the crowd, the little girl and Wan Qingyi looked at each other, a little disappointed - Sure enough, the company's business evolution is too fast, and most people can't keep up?

At this moment, a man in his 30s raised his hand and wanted to speak.

After a close look, it was Zeng Yifei, who was once level 3, who said after receiving the hint from the little girl: "I think that because China is developing too fast, and it has just left the food and clothing line, so even if it is Middle-to-high-income groups are still in a state of [semi-upstarts]—they have a need to show off, but their horizons are not broad enough, and they are too superficial;”

"Therefore, I feel that we must start from the actual situation of our company, and then make concerted efforts in [material] and [spiritual], so as to give consumers an attractive circle with the characteristics of casting investment and business, which is difficult to imitate. layers of interest.”

The little girl's eyes lit up, and she signaled Zeng Yifei to continue talking.

Zeng Yifei took a slight breath: "First, let's talk about the material level;"

"First, use the overseas distribution channels of Zhutou International Trade to select some high-quality specialty products and display them in the member exclusive area in addition to global product selection, or perform qualification segmentation on the purchase interface of the details page;"

“These products may not be discriminated against by type, but they must be discriminated against by quality. For example, even if you are not a paying member, you can buy most of the products, but only members can buy good wines above 6 baskets. , and those good wines that have been aged for 10 years are only available to the supreme VIP;”

"Second, strengthen the customer's logistics experience and return and exchange experience."

"Our company's logistics system is relatively mature. We can speed up the logistics of members in most areas through prioritization, so that the goods that originally arrived within seven days can be delivered within 48 hours. The method of airlifting and blocking;”

"And the return and exchange service for members can also be upgraded to a higher level, from the original 7 days with a reason to return to 15 days without a reason;"

"Third, our local life service is a unique resource in China at present, and we must make full use of it—my suggestion is to supplement the additional benefits of members in this area;"

"For example, we cooperate with merchants to provide one-stop value-added services for eating, drinking, and entertainment; if you are our member, as long as you spend at our merchants, you can not only enjoy certain discounts, but also enjoy privileges such as free dishes and free services. The point systems of both parties can be opened up to realize unlimited redemption of points—members also have priority for other services such as queuing and reservations.”

"Well... it would be even better if we could also include the water and electricity payment service!"

"Of course, these costs must be paid, otherwise the merchants will not be happy; so my suggestion is that in order to ensure the quality of rights and interests, this cost should be borne by the company independently, or shared by the o2o business department and the local life service business department ——Anyway, after the two-way traffic channel is opened, both business divisions can benefit, and it is reasonable to share the cost equally.”

"Third, I think that with the current scale of the company, it is time to increase the integration of social resources, so I suggest - take the initiative to attack, use traffic mutual guidance as a bait, use experience marketing as the entry point, and some companies with rigid needs partner with well-known merchants who are known but do not overlap with our business.”

"For example... the customized packages and special ringtone services of the three major telecommunications operators (at this time, China Unicom and China Mobile are vying for customers, as long as there is a sufficient customer base, they can even let them launch a special package for you);"

"Another example is concert ticket grabbing, movie ticket grabbing, some brands of computer systems and software for free lifetime reinstallation, some brands of kitchen utensils and appliances for life free maintenance services, etc..."

"In short, within the coverage of our resources, we will try our best to let our members enjoy every aspect of convenience, and let them feel that they are special people at all times."

"I believe that as long as these things can be done well, and the quality of service provided can reach 60% of Pangdonglai's level, then consumers will be addicted to it from now on!"

When everyone heard the words, they nodded in agreement. As strategic partners, they have all visited Pang Donglai, and they will go to learn from it every one or two months. They are deeply impressed by Pang Donglai's meticulous and extreme service level. I have feelings: Once you get used to Pang Dong Lai’s service, you don’t want to stay in another supermarket for even a minute – when the service level of Pang Dong Lai is reached, the psychological sunk cost for consumers to choose another supermarket is horribly high.

It's just that many of the ideas that Zeng Yifei mentioned just now are based on the foundation of other businesses; although they are related to each other, they are separated by a layer after all. It is not easy to achieve 60% of the service level of Fat Donglai.

Zeng Yifei obviously understood this, and continued: "Anyone in business knows that the more important the work, the more they must be in their own hands. Don't let others control your lifeblood;"

"Therefore, we will always only measure the rights and interests of the material level with a passing score of 60 points,"

"Furthermore, Director Sima's previous point of view is very clear... circle marketing really sticks to the spiritual level of consumers;"

"Therefore, it is particularly important to choose what kind of spiritual traits to empower and make it a [social currency]!"

The so-called social currency can be a threshold prop used to define the same circle (such as the ancient tomb school Hanfu itself), or it can be a tendency to share content related to group characteristics (such as the system, materials and process knowledge of Hanfu) .

Simply put, social currency is a prop that uses the characteristics that people are willing to share with others to shape their own personality and characteristics, so as to achieve the purpose of word-of-mouth communication.

Seeing that the most important part of the topic was finally discussed, the little girl looked at Zeng Yifei with great interest, wanting to hear his thoughts.

Under the watchful eyes of the proprietress, Zeng Yifei took another deep breath and said: "In addition to the title of [Internet Business Model Pioneer] on our company's head, we Zhutou Commerce and other companies, especially other private companies, are the largest The difference is not in how big our scale is or how strong our financial strength is;”

"It's... our image in the minds of consumers is far better than that of most private companies!"

"Then why do we have a better image in the minds of consumers than most private companies?"

Zeng Yifei looked around the room, and then said decisively: "Because our company really puts consumers first; it is really a company with a sense of social responsibility, and it is also a company that really strives to care for the disadvantaged! "

"According to Mazlow's theory of needs, after the material and safety needs are satisfied, what people need to satisfy is their own emotional belonging needs, respect needs, and even self-worth realization needs—it just so happens that the target consumer group we are targeting is exactly Middle and high income groups!"

"They don't have to worry about food and clothing, and they don't have to worry about finding someone who cares for them. The only thing they lack... is the need to be respected and the need to realize their self-worth!"

"so……"

"[Public welfare] is what I think of. It is the social currency that can give them the most sense of value recognition, the most sense of participation, and the most sense of sinking!"

"The most wonderful thing is that if other private companies come to this set and mobilize their members to engage in various public welfare activities, they will inevitably be suspected of being a show or hype;"

"But only us... are different!!"

Hearing those two words that came out of Zeng Yifei's mouth, the little girl showed a smile on her lips, and nodded approvingly at him...