First of all, create a new road by renting and selling.
1), breaking through the extension of thinking
This is my planning scheme for a jewelry company. At that time, the goal was to have more than one billion traditional jadeite products in stock, and enterprises also hoped that I could design a sustainable strategic marketing model for them.
The so-called inventory refers to the traditional jade ornaments processed and shaped by many business owners who often go to Myanmar, Yunnan and other places to gamble on stones. Most of them are high-end products with prices of hundreds of thousands and millions. Due to the turmoil in the jade market in recent years, the boss really wants to realize these products and then consider what to do next.
First of all, the jade jewelry in stock has caused me to think: Is it because there is a problem in the enterprise capital chain and it is urgent to sell jade? Is it because the product is about to deteriorate and needs to be sold urgently? Is it because you are eager to withdraw funds and start a new stove? After investigation and inquiry, obviously not! Since it is not, what reason do we have to eliminate inventory?
Before brainstorming, I gave two main lines of thought: 1. Under what circumstances, all high-end female customers like our jade products? 2. How to make the company profitable as soon as possible? But there is still a mountain in front of us, that is, billions of stocks.
My thinking continues to deepen: don't we do so many sales activities just to make profits and realize the flow of enterprise capital chain? Then, is there a way for enterprises to hold jewelry for a long time, achieve super-high profit returns, and at the same time, let their favorite customers have the ability to wear this beautiful and valuable jade jewelry?
I set the following questions: how to make every lady who has a desire for high-end jewelry get what she wants? Then, we carried out logical thinking and creative brainstorming on the right track, but unfortunately, there was almost no breakthrough in the end, and the ideas generated could not meet the problems I set.
I can only do the same thing again and do it through lateral thinking? Emerald fled? In other words, let all our project personnel escape from the concept of jade and enter an unknown and unfamiliar field.
This time, I arranged four employees, and each of them reported a number at random. Then I arranged their four numbers in order and found the corresponding concept vocabulary. The concept vocabulary that appears this time is: rental house. We have gradually entered the second-line concepts such as taxi, house rental company and car rental company from the first-line concepts such as mess, loneliness, loneliness, pornography, surfing the Internet, working and cheap. Finally, we locked in a concept? Lease? Then everyone got excited and felt that the high-end quality of jade fully met the requirements of jewelry rental. At the same time, the employees immediately found the video of the Hollywood romantic blockbuster "Pretty Woman" from the Internet, and we saw the plot that the protagonist rented a priceless top necklace from a jeweler. This shows that in foreign countries, the jewelry leasing industry actually existed for a long time. This has brought great confidence to our creativity.
After more than three hours of hard work, finally, a clear innovation clue surfaced? Marketing strategy of jewelry leasing.
2) Can jade ornaments be rented?
In real estate leasing, more than 80% people in cities all over the country live in rented houses, and leasing institutions and leasing networks have developed rapidly. Car rental: At present, there are more than 2,000 car rental enterprises in China, with a market supply of over 65.438+0.8 million vehicles and a turnover of 65.438+0.8 billion yuan. Home appliance rental, home appliance rental stores are all over the town, and home appliance rental websites and second-hand home appliances are in full swing. Brand-name clothing rental. Since 2004, American brand-name bag leasing companies have been surging. Members can rent brand-name bags such as Coach, Gucci and LV, and brand-name bag rental shops and websites have set off a craze in Europe and America. Top sports cars and jewelry rental, in the hot situation of luxury rental market in western countries, many companies have launched high-end sports cars and jewelry rental business, making a lot of money.
The rental of high-grade jade ornaments can meet our requirements before creativity:
1, which can make more target customers know and like our products, so that they can enjoy the glory brought by high-grade jade ornaments at a certain rental price without paying expensive prices and spending so much money to make rational decisions to buy products.
2. For the purpose of capital turnover, the enterprise wants to clean up the inventory, so as to raise enough funds for enterprise transformation. But now this new strategy changes the high-end jade inventory of jewelry enterprises from selling to renting, which brings the following benefits:
Capital can flow, and profits can be made without sales and shipment; Secondly, it is still possible to meet customers who like jewelry and want to pay for it; Moreover, after leasing, the jadeite products in stock will have more opportunities to appear in direct contact with the target customers, which will also bring obvious benefits to the final sales and brand awareness of the products.
This is really a good thing to kill two birds with one stone, so I immediately launched a whole set of strategic execution design around this idea.
First of all, we should create a fashionable brand name for this strategy. What kind of brand name can achieve the following purposes?
1, let customers know at a glance that we specialize in jewelry leasing;
2. Reflect the brand image of high-end, fashion and internationalization;
3. The brand name is concise, easy to remember and catchy.
4) Operation strategy of jade leasing.
Brand name: purcool Treasure House (directly registered English logo, transliterated as? Treasure house? ) treasure house and treasure house are homophonic, meaning treasure house and treasure. At this time? Treasure house? The business is not limited to jade jewelry, but also can increase other high-grade jewelry such as diamonds, gold and precious stones.
In order to highlight the high-end internationalization of the brand, we give? Treasure house? The English name is purcool. Who's Poole? Purple purple? Purple is women's favorite color, which represents nobility, romance and mystery. Cool is the literal translation of cool, which means fashion and trend.
Brand positioning: the world's top jewelry leasing
By high-end positioning, suggestions? purcool？ Its unique position in the fashion jewelry industry laid the foundation for its later development.
Target audience: high-end fashion crowd (such as performing stars, hosts, celebrities, business celebrities, etc. ).)
Although these people are not short of money, they don't always want to buy back any good jewelry. If they can spend a little money and let expensive jewelry accompany them to attend some important social activities and bring glory to themselves, I believe that leasing will become the best choice for more ladies and gentlemen. In foreign countries, top jewelry rental has become a fashion. In the Hollywood movie Pretty Woman, a rich man rented priceless jewels from a famous jewelry store for his girlfriend to wear temporarily because he wanted to take her to a grand event.
Advertising slogan: luxury goods are close at hand
This slogan implies that the target group is close to itself, luxury goods are readily available, and echo with the target group at a distance, so it is no longer necessary to make such a rational decision when buying, and wear them whenever you want and do whatever you want.
Product strategy: Combined with the existing products of this jewelry enterprise, the expandable product lines include diamond jewelry, gold jewelry and so on. Jewelry companies have jade and gold, so they can join hands with diamond and gemology to expand the jewelry market. In the future, you can also buy jewelry such as diamonds and precious stones to enrich the rental projects.
Horizontal alliance to provide customers with one-stop high-end rental services. ? Treasure house? Combine with other high-end leasing industries to provide customers with one-stop high-end leasing services such as yachts, villas, luxury cars, top brand-name clothing and top clubs (such as South Beauty), so as to seize all customers.
Channel strategy: only one store is opened in each city, mainly to let customers directly contact brands and products; Secondly, the place where the lease and return procedures are handled; Then there is the role of brand communication.
In order to facilitate customers' reservation and return, we initially suggest that we can cooperate with local commercial banks to set up jewelry rental and return procedures in banks.
At the same time, the world's top jewelry rental website can be established, and all products can be fully displayed on the network to attract the target population. The website can also accept lease reservation and lease procedures, and customers can order online to go to the nearest lease point for lease and return procedures.
In this way, a dense and well-organized national jewelry rental network has been established.
Brand communication: mainly based on online advertising, supplemented by high-end fashion magazine advertising.
With the power of celebrity endorsement, high-end jewelry rental is promoted as a fashion behavior. For a woman, she can have endless high-grade jewelry all her life. Whether it's a major event or just to shoot a personal image, high-end jewelry can always accompany her and add luster to herself.
Brand value: immediately become a top fashion circle, jump out of jewelry category and become a top fashion darling.
China's fashion circle has not been as active as that of foreign countries, mainly because it lacks a platform for fashion planning and celebrities' display. The birth of Treasure House Jewelry Leasing has also added luxury power to China fashion circle. Judging from its industry attributes, the enterprise has also jumped from the original jewelry industry to the fashion industry, becoming a member of the China fashion circle.
As an enterprise's operating profit, the value of these jewels is no longer important, because no matter what changes have taken place in the jade or jewelry market, the value of these jewels has been increasing day by day, because this value-added is provided by more and more leasing customers, rather than passively waiting for the industry to be bullish. Of course, if the jewelry industry is really in a good situation, then the enterprise's jewelry will gain double the overall benefits.
Other values: If the customer base of the treasure house starts to stabilize, then these customer resources are a fortune of the enterprise itself, and the enterprise can completely promote the value-added of customer resources through horizontal alliance, because the enterprise can cooperate horizontally with luxury car leasing companies, yacht leasing companies, aircraft leasing companies and so on. , and * * * has added a profit growth point while enjoying customer resources.
More importantly, for the vast number of high-end female consumers, it is indeed beneficial to increase more opportunities to show their charm.
4), planning postscript
After the whole idea was finalized, before I fully formed the ppt presentation file, the customer gave me a high evaluation when chatting with me on QQ, leaving a treasure-house design logo directly and registering the trademark at the first time.
This brand-new jewelry marketing strategy, creatively created through horizontal thinking, once again won high praise from corporate customers, and I once again had a very satisfying sense of accomplishment.
Second, the fashion transformation of traditional jade jewelry
20 13, a customer who specializes in jade ornaments asked me to provide them with a strategic marketing plan. After visiting the jewelry market, I found that jade jewelry is a very traditional consumer market, and retail in stores hardly plays a big role, but the private business in the circle of acquaintances and friends is very successful. In other words, usually a person who wants to buy high-grade jade jewelry will be introduced through a familiar circle of friends, and only in a relatively safe environment will he have enough trust.
In the in-depth communication with business owners, I once again confirmed my findings. He said that he can personally create jade sales of about 1 100 million yuan for the company a year, from several million to the smallest product sales of 65438+ 1 100 million.
My boss agrees with my judgment.
If the jade market continues like this, jade will not keep up with diamonds and gold. Of course, we can't design a set of tasting standards like diamonds for the jade market, which is the first big problem before us.
When the traditional logical thinking mode becomes difficult to find strategies, I like to take my employees for innovative exploration of lateral thinking. Since I entered the jade planning, our thinking is full of the shadow of jade. I need a way to escape from jade and enter a distant concept that has nothing to do with jade.
Before the activity began, I had determined that our goal this time was to find an emotional way to sell jade, not as rational as it is now. In order to show the objectivity of this activity, I found a set of arbitrary numbers by rolling the dice, and then I found a corresponding word: hairpin by arranging the numbers. The people I participated in the activity deviated from the association that hairpin gave us. Finally, I extracted a concept from more than 300 vocabulary concepts? Fashion? Hairpins are women's daily hairdressing products. At an earlier time, it was a fashionable move for women to use hairpins. Later, we simply used the emotional problem of selling jade to crown the fashion, and finally formed it? Fashion jade? This whole concept.
Through the rupture of logical thinking, my planning thinking has avoided the circle of traditional jade sales. Now I'm thinking about how to make jade, a very traditional product, into a product with fashion characteristics and sell it emotionally in stores, because if this problem is not solved, jade will always be a pet in a small circle and will never make a big consumer market.
Strategic thinking: Why can carpenter Tan sell well in China with a small comb?
Created by lateral thinking? Fashion jade? Concept, my thinking began our logical argument, and my logical starting point began with carpenter Tan, because carpenter Tan transformed a daily comb into rationality and sensibility.
If you buy a comb in the supermarket, it only costs a few dollars. Then, why is someone willing to pay dozens of times the price from carpenter Tan?
First of all, combs have cultural implications. In ancient China, sending a comb meant having a private life and growing old with you, and sending a comb meant pestering you for life.
Secondly, combs have a strong Chinese flavor, which symbolizes China culture to some extent.
Third, the comb has health care function. Combing hair can dredge channels and collaterals, promote blood circulation to remove blood stasis, improve scalp and intracranial nutrition, and has health care function.
Fourth, there is a symbolic meaning of auspicious blessing. Comb combs the hair, also called shunfa. I wish you success, contentment, wealth and development.
Fifthly, combs are mostly made of wood, which is an expressive cultural art media, and woodcut art itself has high collection value and cultural value.
The small comb carries so many rich connotations, which is a solid foundation for Tan Carpenter to become a brand. After a series of brand packaging, it was able to rely on the chain monopoly model to rapidly expand Zhang Zhilu.
Jade is higher in cultural connotation and value than comb, and it also has carving space and health care function. One of the biggest differences is that the price of combs is packaged the day after tomorrow, while jade is born? Noble status? At the same time, it also has the value of collection and appreciation; In addition, jade also has decorative value that combs do not have. Combs can be given as gifts, but those who receive them can only use them at home. Emerald can be displayed externally, so its carving value will be higher. It can be seen that jade is far higher than comb in terms of cultural value, aesthetic value, gift value and collection value. As long as we find a suitable business model, we have every reason to surpass Carpenter Tan.
Based on this, we gave birth to a brand-new marketing strategy to break the traditional jade, and thus changed the original business model of this enterprise:
1. Brand name:? Love? Ruyi?
With one? Love? Word suffix a dot, connect? Ruyi? Is it integrated? Love? Ruyi? . Love is the greatest spiritual pursuit of mankind and the source of all fashions. If love goes well, everything goes well in life. On the contrary, everything else is satisfactory, but if love is not satisfactory, it is actually equal to life. It is more appropriate to use such a sentimental word as the brand name. At the same time, jadeite and jade are generally carved for viewing? Ruyi? , which is a kind of jade symbolizing good luck.
2, brand positioning: fashion jade art.
First, it is closely related to the fashion theme: What is the name designed for? Love? As the theme, closely linked to the love complex between men and women. Fit the current fashion gimmick. This name has a strong spread expansibility. Love is an eternal theme and the most fashionable culture for urban men and women at present. No matter movies, pop music, etc. All aspects are inseparable from the theme of love. The emotion between men and women has always been the hottest and most attractive topic in modern society.
The second is the communication point: the name incorporates the elements of love, which makes it easier for us to find hype and gimmicks in communication and promotion. It provides an excellent foundation for subsequent communication.
Third, the connotation highlights the brand:? Love? Ruyi? The connotation of expression is highly consistent with the cultural value spread by jadeite. People are pursuing love, and the yearning for love is wishful thinking. Emerald represents the mind and is also a wishful blessing. Its character is gentle and soft, and it blends with the name.
The fourth is the fashion of traditional jade culture, which is actually a creative development of consumer culture, such as products. If our jade products are always as old-fashioned as bracelets, Buddha statues, rings and pendants, then those who like jade will always be middle-aged and elderly people, but if we can fashion our products, we can impress young fashionistas.
3. advertising language:? Ruyi life love plus?
Echoing the fashion products with the theme of love, it is a spiritual product that is completely consistent with the internal needs and social performance of the target group, which is easy to trigger * * *, and also implies the emotional connotation of the target group and this physical product.
4. Brand image: fashionable and beautiful women
? Love? Ruyi? Our brand image should be consistent with the views, feelings and tone spread by the product name and advertising language. Both the name and the advertising language reflect a kind of tenderness, softness and happiness. We suggest inviting Lin Chi-ling, the first beauty in Taiwan Province Province, as the brand spokesperson.
Lin Chi-ling's image and temperament are like water, smart, gentle and delicate, but not dazzling; Clear-headed but not frivolous, peaceful but not mediocre; Simplicity embodies nobility and beauty; Enthusiastic and unrestrained in introversion; Classicism reveals fashion and modernity, and it is a model of oriental women. It is said that beauty is like jade, and she is like a beautiful piece of jade. So Lin Chi-ling's temperament and jade are natural. ? Ruyi life love plus? This slogan voiced by Lin Chi-ling Baby will definitely convey the keynote of our brand to the fullest!
On the competitive strategy, Lin Chi-ling once endorsed Zhou Dasheng's jewelry brands. In the public mind, there has always been a connection between the two. If our brand is endorsed by Lin Chi-ling, the public will definitely think that it is as famous as Zhou Dasheng. Leverage your strength and instantly jump into the camp of well-known brands.
Of course, if celebrity endorsements are too expensive, we can also try to use ordinary models. As long as the model's appearance, personality and positioning are consistent, there will be no big problem.
5. Product strategy: Jade is mainly low-grade original stone, breaking the tradition of jade ornaments such as Buddha statues, rings, bracelets and pendants, and designing some fashionable and beautiful small ornaments, such as birthday commemorative heart pieces, zodiac animals, desktop ornaments, fashion figures statues, etc. At the same time, we can provide customized services according to customers' needs.
6. Price strategy: high-grade goods are within 6.5438+10,000 yuan; Mid-range goods within 50,000 yuan; Low-grade goods are mainly from 5,000 yuan to 20,000 yuan.
The price strategy determines that the desirable raw stone is not limited by high-end materials. In the jade market, as we all know, some old pit materials with good water head are the most popular, but the supply is also the most limited. Once the supply is limited, the scale effect of the enterprise is limited.
7. Channel expansion: joining the chain.
? Love? Ruyi? The channel expansion of franchise chain is completely based on the operation mode, jewelry enterprise operation 1? Three self-operated jewelry stores, with a small and exquisite area of 20 square meters as the best, explored a single store profit model in advance, and then expanded to the whole country on a large scale. Store opening business circle: the second business circle in the city is the main one, supplemented by the first business circle and the third business circle, with the convenience of consumers as the core.
8. Sales strategy: 020 natural link
When designing the channel strategy of franchise chain, I found that when there are Ai Ruyi franchisees all over the country, it will bring a dense sales network, while Ai Ruyi's online mall will let consumers place orders directly online, and the sales performance of the online mall will go to the franchisees where the distribution address is located. That is to say, each physical store franchisee also has an online store that can be enjoyed by * * *, which naturally caters to the Internet thinking and 020 mode that has just been lively.
9, brand communication: fashion activities, not hard advertising.
In order to carry out low-cost marketing promotion, I have designed a series of communication schemes with online and offline interactive activities as the core.
First, bask in your love of fashion jewelry? Ruyi? Weibo prize-winning activities
Activity form: at? Love? Ruyi? Sina Weibo and WeChat launched an activity to invite netizens to wear the most exquisite ornaments they think, take photos and upload them to Weibo WeChat, and then @ Love? Ruyi, we voted through Sina Boyou and WeChat, and the top 20 most fashionable accessories will be given to us? Love? Ruyi? Exquisite fashion jade gift box.
B, my charm, my decision? Ruyi? New product launch and jewelry contest award-winning activities
Activity form: call? Love? Ruyi? New product launch conference, show products in the form of model catwalk, show the unique temperament of products, invite? Fashion jewelry activities? Winners wear their most fashionable accessories to showcase their products and give them away? Love? Ruyi? Name of gift packaging and publishing designer.
C, soft text boost? All media cooperate with vigorous publicity.
Our promotion system will take these mainstream websites as positions, and at the same time use all resources to spread the war to more than one popular comprehensive community website and SNS website, such as Maopu, Tianya, etc. 100, and bring the news hotspots at all stages to the extreme. In order to ensure the effectiveness of network communication, the team will also use all available opportunities to add fuel to the fire through positive articles, case articles, and interviews with reporters.
D, looking for the best lover love? Ruyi? Brand spokesperson collection and selection activities
Activity form: Weibo Wechat voting, allowing consumers to choose what they like? Love? Ruyi? Image spokesperson, the spokesperson must be a couple or a couple, and must have a happy relationship or marriage. In the end, the star who voted the most became the image spokesperson of the store.
Of course, when a franchise chain has a certain number of stores, these network-based activities must be promoted.
When this plan was submitted to the customer, the customer management at the scene almost unanimously recognized our planning ideas, because? Love? Ruyi? The strategy just broke the disadvantages of traditional jewelry stores, such as large investment and slow effect. Franchisees only need to prepare 200 thousand funds to own a physical store and an online store. As a result, love? Ruyi? Some investors can attract individual investors to join, and the customer base will skyrocket, making it easier to attract investment. Customers immediately responded in an all-round way, quickly set up a professional team and started the transformation and operation of the enterprise.
At present, the project has solved the problem of mass production of jade products, and the exploratory mini-shop within a limited time is also under intense preparation? .