In 2008, Liu Shuli as independent from the Double Star Group, Chairman of the Board special star, led the special star gorgeous turn around, hardly be optimistic about the situation, Liu Shuli Chen successfully used their own "stupid mode" and the "good stuff cheap to sell "business philosophy, not only for special satellite foothold in the market, after a year of rapid development, especially Star has developed into a nearly 3,000 stores and annual sales of 1.5 billion, and even western China's largest sports and leisure shoes convenience chain brand.
Look at the special star business philosophy - "good stuff cheap to sell," meaning, according to Manager Liu quotation about "good stuff cheap to sell the company's business philosophy, the soul of the company's business is special. Good stuff cheap to sell, the more selling the cheaper, the more the better to sell sell. "
Special offers, gifts and call the retail sale is the end of three resort. To a certain period of time, the rapid burst capacity, special activities have been manufacturers and merchants to take one of the means usual in the chain of supermarkets, hypermarkets and shopping malls is very common end-use applications such as sales, small home appliances specials are everywhere, many manufacturers even call it killer. Why special promotions are becoming more common, but special star to carry forward the Bale.
In general, and special stores directly related to the business and would like companies to do special promotions, rapidly enhance the dealer's sales, can rapidly enhance the store's popularity, special stores to strive for the best display, priority promotion support, and other aspects care, such as promotions, store information, to help promotion.
In my opinion, deeply discounted sales staff also welcome special sales staff can help accelerate sales and reduce the resistance of business to upgrade and enhance the confidence of salespeople.
It is worth noting - is a double-edged sword special needs early serious research, meticulous preparation, intention to control the activities of the process. Special activities once operational errors, the result can only be called out the slogan is not selling, not only did not meet goals for increasing sales; Furthermore easily affect the brand image of the brand devaluation, brand loyal fans hurt the heart, only to leave sad and complain , penny wise and pound-foolish, not worth the candle!
And unto God that God, given to Caesar. In the market competition of domestic enterprises to take a price war has become conventional weapons, the value of war, strategic innovation, for marketing people tend to fall into a considerable distance and the reality of the dream, although this dream closer.
When the value of war or a dream, some companies have put forward a clear-cut "value war." Is to seize the consumer to take advantage of the psychological, as "war premium" concept is advanced, the country does not shape the theory to explain, but the impact of the industry and consumers to bring the benefits really are real.
Market value is actually the idea of war to take advantage of the concept, in line with marketing principles in a comparison. "Influence", a book has cited such an example:
The brothers opened a clothing store, selling 22 yuan a piece of clothing, but not price. Older brother they behave behind the ears then bent, but reception in front of customers, each time pretending to not hear. When the customer inquiry, the older brother always cried out, the younger brother is busy inside: How much is this? Brother cried: 42 yuan. A brother to turn customers, oh, 22 yuan. At this point, customers will not hesitate to buy clothes. This is by contrast to bring a customer to take advantage of feeling.
Seven or eight years ago, I saw one on the Zhengzhou Evening News, about the way You Zhengzhou Jiankang two clothing store next to Zhao, Mai same product, a store you, another shop cheaper. Two stores and a woman business owners often struggle to quarrel, man accused woman stupid and foolish, not to do business, selling price so low, is not dead loss? 2 boss shouting, causing a passerby's attention. People understand the situation, and all crowd in women's clothing store owner. Male customers into the store owner saw, and heart smiling at the news, he had two shops are open, female boss is his wife. Read this news, I laugh, have a realistic version of the story.
After listening to some entrepreneurs say, is playing field for small traders will use the 36-meter, ah, the table can not be it! You see: Tide laundry soap triple function of price is one example. Loaded with two installed products to promote a product loaded with two 6.9 yuan to the light, so that customers feel that they spent 3.2 yuan to buy a piece of installed products is an advantage. P & G's Tide, it is not a small brand. However, we do not have their own case?
Punda Group after many years of distribution construction has advanced to the fusion of fashion and leisure concepts - Punda official holiday card into the insurance interests of the community. First, the consumer after adding Punda holiday, it means a longer period (5 years / 10 years / 20 years) enjoy an excellent, stable, and a variety of holiday accommodation and insurance rights and interests of additional services related to the interests of evidence It means that in 5 years, 10 or 20 year period, according to the type of card purchased vacation benefits, members can Punda all over the country to join the Group Resort, Resort hotel, free to choose a resort to enjoy their holiday trip.
In the holiday period, in addition to free accommodation, but also enjoy the added extra services such as ticketing, shuttle service, free or discounted services, consumer entertainment resorts. According to reports, there are three characteristics holiday card services:
1, holiday functions - 20 years, 10 years or 5 years has enjoyed some of Punda National Resort on the 7th free of charge (including Direct hotels and joining hotel);
2, interest payments returned - 20 years to enjoy the full rights of return of principal (equity holders of 50,000 yuan members);
3, high social status - 20 years, 10 years or 5 years to enjoy the high insurance.
I believe that in order to Punda holiday cards 50 thousand yuan shall product, for example, first of all, at home, such as Sanya, Lijiang, Huangshan, Long Island, hundreds of Department and other first-class tourist resort, the cardholder may at any time, by Punda holiday in these beautiful places to live on each year a wonderful day, up to a month, at least five days, the minimum two-star hotels, the highest five-star hotel. A small amount each year to spend 1,500 yuan, the Chinese can easily swim and enjoy high-quality holiday accommodation. (Value!), This can also get a high insurance: Accidental Death 500,000, 400,000 accidental disability, disease, death of 100 000, 100 000 major diseases, ensure each year, 365 days a year, 24 hours a day , comprehensive protection. (Value!) Finally, consumers can choose 5, 10, 20 years later, to achieve 100% of principal amount of 50 thousand yuan of value-added return. (Surprise!)
In short, the holiday card operating side by giving customers the added value of multi-level, and use the added value of this weapon and use of selection mechanisms (because of the selection process is to enlarge the value for customers to take advantage of the process), so they're in Blue Ocean , fast dealers and travel agents to win business customers a good impression.
Punda holiday card project to promote one of the Xiao-Fei said something very classic words: "cheap" and "take advantage" not the same. Value of 50 things, 50 to buy back, and what is cheap; value of 100 things, 50 to buy back, and what is to take advantage of. Chinese people often say "affordable", in fact, is almost pure inexpensive does not exist, but marketing can enable consumers to "value for money."
From the view of human nature tourism consumption, is an experience-based process of consumption, and cheap table is only a passive sensing results, it can not serve as the consumer experience through the entire process, and the effect of cheaper producers from the tourism products set in advance, consumers are definitely outsiders, so cheap is a shallow consumer satisfaction with primary psychological, it can not form a healthy and profitable space tourism appreciation of end products.
Take advantage of the experience of what, precisely embodied the experience of the tourism product type consumption process and the outcome satisfactory and pleasant surprise, to take advantage of the first is an active consumer, is the heart of consumers or even from the nature of unconscious mental impulses, that human nature Features are not the social environment, status, educational background can transform, so by "taking advantage" of active consumption leading to a human from the beginning to enjoy the fun of the specific acts, combined with vacation in Punta up to the great value products to promote the advantages of Next, bound to one of the most appropriate means to guide the process of consumption, the most worthy of praise may be of such spending, they often have a self-driven consumption, the consumption of resources can also control the psychological effects.
Therefore, Punda holiday card spending, not only simple travel insurance, time share, more importantly, it has been elevated to heart experience trip, leisure investment!
I put forward the "do not sell cheap, only sell to take advantage of" theme, in fact, since the Punda source project to promote one of the holiday card inspired by Xiao-Fei, on this basis, it developed into a war we spoke of the value concept of hope industry partners benefit.
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