Good marketing planning can spread information accurate, unique, timely, effective, and economic to stimulate demand, guide consumption, promote sales, and develop markets, so that enterprises can obtain the greatest economic and social benefits. This time we deliberately selected two of the innovative marketing strategies to share with readers. . Solding to create a new road 1), the extension of breakthrough thinking This is a planning plan I provided by a jewelry company. Emerald product inventory, the company also hopes that I can design a strategic marketing model that can continue to develop for them. The so -called inventory is a traditional emerald jewelry that is often processed to go to Myanmar, Yunnan and other places to make stones, and most of them are high -end products with only hundreds of thousands and millions of millions of dollars. Because the emerald market has been turbulent in recent years, the boss wants to fulfill these products, and then think about what to do next. First of all, the emerald jewelry of the inventory triggered my thinking: because there is a problem with the corporate capital chain, is it urgent to sell the jadeite? Is it because the product is about to deteriorate, is it urgent to sell the products? Is it apparently not! Since it is not, what is the reason for us to eliminate inventory? Before the start of the brain storm, I gave such two main thinking lines: 1. What situation is the situation? In the following, all high -end female customers like our emerald products? 2. How to promote the company's profit at the fastest speed? But there is still a mountain in front of us, which is more than a million inventory. My thinking continues to deepen: We do so many sales activities, just to earn profits, do we realize the flow of corporate capital chain? So, is there a way to allow companies to hold jewelry for a long time and achieve realization At the same time as the high profit return, it also allows your favorite customers to have the ability to wear such a beautiful, valuable jade jewelry? It set the following questions: how to make each one who has desire to high -end jewelry to desire to desire high -end jewelry Women, can all be as expected? Then, we have the logical thinking and creative brainstorming, but unfortunately, there is almost no breakthrough in the day, and all the thoughts of the birth cannot meet the problems I set. I I can only repeat it, and to "escape emerald" through horizontal thinking, that is, let the thinking of all the staff of our projects escape from the concept of jadeite, and enter an unknown strange field.
The I arranged four employees this time, each of them reported any number, and then I arranged the four numbers of their respective numbers, and then found the corresponding conceptual vocabulary. The conceptual vocabulary is: rental house. From the first concepts of the first concept of the chaos, loneliness, loneliness, pornography, internet, work, cheap, etc., we gradually entered the second -level concept of taxis, house rental companies, and car rental companies. A concept "Lease", and then everyone was excited, and felt that the high -end of the jadeite was fully in line with the conditions of jewelry leasing. At the same time, the employees immediately found the video of the Hollywood love blockbuster "The Wind Moon Beauty" from the Internet. We Seeing the male protagonist rented a top necklace worthy of Liancheng from a jewelry dealer. This shows that in foreign countries, the jewelry leasing industry actually exists very early. This brings great confidence in our creativity. In more than three hours of hard work, finally, a clear innovation clue surfaced -jewelry rental marketing strategy. 2) Can the emerald jewelry be leased? Real estate rental, more than 80%of people across the country are renting houses, rented intermediaries and rental networks. Car rental, currently there are more than 2,000 car rental companies in China, with a market for more than 180,000 car rental cars, with a turnover of 18 billion yuan. Home appliance rental, various cities and towns are spreading home appliance rental stores, home appliance rental websites and second -hand home appliances are in full swing. Famous brand clothing rental. In 2004, the US brand -name bag rental company has risen. Members can rent brand bags such as Coach, Gucci, LV, and brand -name leasing stores and websites have set off a wave in Europe and the United States. Under the popular situation of the luxury market in the Western countries, many companies have launched high -end sports cars and high -end jewelry leasing business in the popular situation of the luxury market in the Western countries, making it a lot of money. The lease of high -end emerald jewelry can meet the requirements we put forward before creativity: 1. Let more target customers know and like our products, so they do not need to pay expensive prices It takes such a large rational decision to buy products, and only requires a certain lease price to enjoy the glory brought by senior emerald jewelry. 2. The purpose of the company's wanting to clean up the inventory is to turn the funds for the turnover of funds to make enough funds to transform the enterprise, but now this new strategy has sold the high -end emerald inventory of the jewelry company to a large change to a lease change. This change brings the following benefits: This can flow and earn profits without selling shipments; secondly, it is possible to encounter customers who have favorite accessories to pay for money. It will make the stocks of the stocks have more opportunities to appear directly with the target customers, and it also brings obvious benefits to the final sales and brand awareness of the product. This is really a good thing! Then I immediately launched a whole set of strategic execution design around this idea. First of all, a brand name with a stylish fan is creative for this strategy. What kind of brand name can achieve the following goals? 1. Make customers be clear at a glance that we are specialized in jewelry rental; . It reflects the brand image of high -end, fashion, and internationalization; 3. The brand name is simple, easy to remember, and eloquent. 4), the operation strategy of emerald lease brand name: PurCool Baoku (directly register the English logo, according to the transliteration as "Baoku") Baoku is harmonious with the treasure house, that is, the meaning of treasure and baby. At this time, the "Baoku" operation is no longer limited to emerald jewelry, and it can also increase other high -end jewelry such as diamonds, gold, gems and other high -end jewelry. In order to highlight the high -end internationalization of the brand, we set up English name PurCool to "Baoku". Pur is the prefix of "Purple Purple". Purple is a color that women like very much. Purple represents the meaning of noble, romantic, and mysterious. brand positioning: Global top jewelry leasing through high -end positioning, implies that "PurCool "'s unique position in the fashion jewelry industry laid the foundation for later development. Target crowd: high -end fashion crowd (such as performing arts stars, hosts, celebrities and celebrities, business world big names, etc.) although this person does not lack money, but it is not necessary to buy any good jewelry, you must buy it if you see any good jewelry. Come back, if you can spend a small amount of money, you can let your expensive jewelry accompany yourself to attend some major social activities and bring glory to yourself. I believe that leasing will become the best choice for more ladies and ladies. In foreign countries, top jewelry leasing has become a fashion. In the Hollywood movie "Fengyue Beauty", there are wealthy wearing a wealthy jewelry to his girlfriend from the jewelery store for the leasing value of the famous jewelry shop because he will bring the girlfriend to a grand event. Essence An advertising slogan: Luxury is close at hand This slogan suggests that the target crowd is very close to yourself, and you can echo the target group. You no longer need to be so rational when buying. Essence Base product strategy: Combined with the existing products of the jewelry company, the product line that can be expanded: diamond jewelry, gold jewelry, etc.; this jewelry company already has emerald and gold, which can join the diamond and gem business as the jewelry market; later You can also purchase jewelry such as diamonds and gems to enrich the leasing project. Thenian alliance provides customers with one -stop high -end rental services. "Baoku" combined with other high -end leasing industries to provide customers with a dragon high -end leasing service such as yachts, villas, luxury cars, top branded clothing, and top clubs (such as Qiaojiangnan), and exhausted customers on the Internet. Channel strategy: Each city only opens one store, mainly for customers to directly contact the role of brand and product; followed by the place where leasing and returning procedures are handled; then it is the role of brand communication. In order to facilitate the booking and return of customers, we initially suggest that we can cooperate with local commercial banks and set up jewelry leasing and return procedures in the bank. At the same time, you can also establish the world's top jewelry leasing website to fully display all products on the network to attract the target group. The website can also accept lease reservations and leasing procedures. Customers can use the online order to go to the nearby lease point nearby. Go for lease and return procedures. This, a dense nationwide jewelry rental network was established here. brand communication: Internet advertisement is mainly, and high -end fashion magazine advertisements are assisted. In the power of celebrity endorsement, the lease of advanced jewelry as a fashion behavior is promoted. For women, her life can have endless high -end jewelry jewelry. For personal images, high -end jewelry can be accompanied by yourself at any time to increase itself for yourself. brand value: immediately ranked among the top fashion circles, jumped out of the jewelry category, and became the top fashion darling. The fashion circle in China has not been as active abroad. It mainly lacks fashionable planners and platforms for celebrities and celebrities. In terms of luxury, from the perspective of its industry attributes, companies also jumped from the original jewelry industry to the fashion industry and became one of the Chinese fashion industry. The as a corporate business profit, the value of these jewelry itself is no longer important, because no matter what changes in the jade or jewelry market, the value of these jewelry itself has been increasing day by day, because this value -added is because it is getting increasingly increasing The more leased customers are provided, it is not a negative waiting industry to watch. Of course, if the jewelry industry is really optimistic, then the company's jewelry and jewelry will fully harvest the dual benefits. It other values: If the customer group of Baoku starts to stabilize, then these customer resources itself is a wealth of the enterprise. Enterprises can promote the re -value -added of customer resources through a foreign alliance. The company, yacht, aircraft leasing company, etc. carry out horizontal cooperation, and share customer resources at the same time as a profit growth point. is more important to add more opportunities for high -end female consumers to show more opportunities to show their charm. It is really obvious. 4), Planning postmoder After the whole set of ideas is determined, when I have not completely meticulously formed as a PPT demonstration file, the customer gives me a high appreciation when chatting with me, and directly, and directly I want to go to Baoku's design logo and register trademarks as soon as possible. The new jewelry marketing strategy that came out of horizontal thinking, which has been highly praised by corporate customers, and I have once again with a sense of accomplishment. . The fashion transformation of traditional emerald jewelry In 2013, a customer specializing in jadeite jewelry asked me to provide them with a strategic marketing planning plan. After visiting the jewelry market, I found that the jadeite jewelry It is a very traditional consumer market. The store retail has almost lost its role, and the private buying and selling in the circle of acquaintance friends is very successful. That is to say, when a person wants to buy high -end emerald jewelry, it will inevitably refer to the familiar circle of friends. There is sufficient trust in a relatively safe environment to form transactions. It once again confirmed my discovery when communicating with the owner of the business. He said that he could create about 100 million yuan for the company in one year. Product sales. The boss is very recognized for my judgment. If the jade market continues, then the jadeite cannot be handled with diamonds and gold. Of course, we have no ability to design a set of tasting standards like diamonds for the jade market. This is the first in front of us. A big problem. Is when strategic finding in the traditional logical thinking mode becomes difficult, I like to bring employees to innovate horizontally thinking and explore horizontally thinking. Since entering the emerald planning, our thinking is full of shadow of jadeite. I need A kind of escape from the emerald and enter a distant concept that has nothing to do with jadeite. Prior to the start of the event, I have determined that the goal we are going to complete this time is to find a method of selling emeralds, not as rational as it is now. In order to show the objectivity of this activity, I found a set of numbers by rolling the dice, and then found a corresponding vocabulary through the order of the number of numbers: hair clip. The people who participated in the event divergent the Lenovo that the hair clip gave us. In the end, I extracted a concept "fashion" from more than 300 vocabulary concepts. The hairpin was a female daily hairdressing supplies. In the earlier era, women Using a hair clip is a fashionable move. Later, we simply crowned the fashion on the issue of we want to sell emeralds, and finally formed the complete concept of "fashion emerald". In the break of logical thinking, my planning ideas have avoided the circle of traditional emerald sales. Now what I think is how to make very traditional products such as jadeite, which can be made into fashion characteristics and can be in Stores make products selling emotionally, because if this problem is not solved, then jadeite is always a pet in a small circle, and it will definitely not achieve a large consumer market. The strategy thinking: Why can Tan's carpense be sold throughout China by a small comb? The concept of "fashion emerald" created by horizontal thinking, my thinking starts our logical demonstration, I The logical starting point is started by Tan Carpenter, because Tan Carpenter has transformed a daily comb in rational and sensual. It a comb, if you buy only a few yuan in the supermarket. So, why do people want to buy dozens of times to buy? First of all, the comb has cultural meaning. In ancient my country, sending a comb has a private order for life. If you want to grow old with you, sending a combing representative will be entangled in the old age, which means to get out. The second, the comb has a strong Chinese taste, which symbolizes Chinese culture to some extent. Third, the comb has a health effect. Comb can clear the meridians, promote blood circulation, and improve the scalp and intracranial nutrition. It has the effect of health. Fourth, there is a symbolic meaning of auspicious blessings. Wish good, smooth, rich, and developed. Fifth, most of the comb are made of wood. Wood is a medium that can express culture and art. The woodcut art itself has high collection value and cultural value. The small comb carries so many rich connotations. These are the solid foundation for Tan Carpenter to become the development of the brand. After conducting a series of brand packaging, we can take the chain monopoly mode on the road of rapid expansion. The jadeite is higher in cultural connotation and value than comb, and also has the space for carving and processing. One of the biggest differences is that the price of the comb is packed in the day after tomorrow, but the emerald has a "aristocratic identity" and the value of collecting value -added; in addition, the jadeite also has a decorative value that the comb does not have. Combs can be given gifts, but those who receive combs can only be used at home. Emerald can be displayed to the outside world, so its carving value will be higher. It can be seen that emeralds are much higher than combs in terms of cultural value, aesthetic value, gift value, or collection value. As long as you find the right business model, there are reasons to surpass Tan Carpenter. Based on this, we gave birth to a new marketing strategy of breaking the traditional emerald, and it also changed the original business model of this company: . N suffered a point of "love" suffering, connecting "Ruyi", integrating "Love · Ruyi". Love is the greatest spiritual pursuit of human beings, and it is also the source of all fashion. When love is wishful, then it means that everything is wishful. Conversely, others are wishful, but love is unsatisfactory, which is actually equivalent to life unsatisfactory. It is more appropriate to use such a word with emotional colors as the brand name. At the same time, emeralds and jade are usually carved into a "wishfulness", which is a kind of jade that symbolizes auspiciousness. 2. Brand positioning: Fashion Emerald Art is to close the theme of fashion: The design of the name is "Love" theme, and the love of men and women is close. Follow the current fashion gimmick. The name of this name has a strong transmission extension. Love is an eternal theme, and it is the most fashionable culture of men and women in urban urban. Regardless of movies, popular music, etc., all aspects cannot be separated from love themes. The emotions between men and women are always the hottest and most attractive topics of modern society. The dissemination point: The name of the name is incorporated into the element of love, which makes it easier for us to find speculation points and gimmicks in spreading and promotion. It provides an excellent foundation for subsequent communication. The connotation highlights the brand: "Love · Ruyi" expression is highly consistent with the cultural value transmitted by jadeite. People are pursuing love, and their yearning for love is Ruyi. Emerald represents the heart and a blessing of Ruyi. Its character is gentle and soft, and it is integrated with the name. Fourth is to fashionable traditional emerald culture. In fact, it is also a creative development of consumer culture. For example, products. If our jadeite products are always as old as bracelets, Buddha statues, rings and pendants, then those who like emerald forever forever It is middle -aged and elderly people, but if the product can be fashionable, it can impress the young fashion clan. 3. Map: "Ruyi Life Love" This echoing fashion products with the theme of love is a fully consistent inner needs and social performance of the target group, which can easily lead to resonance. The emotional connotation of the target group and spiritual product of the product. 4. Brand image: Fashionable and beautiful women The brand image of "Love · Ruyi" must be consistent with the views, feelings, and tones spread by the name of the product and the slogan. The name and slogan all reflect a gentleness, softness and joy. We recommend inviting Taiwan's first beauty Lin Zhiling as a brand spokesperson. Lin Zhiling's image and temperament are like water, smart, gentle, delicate and not losing everyone's ladylike, dazzling but not dazzling; the heart is clear but not frivolous, peaceful but not mediocre; In rest, enthusiasm and enthusiasm are hidden; in classical, fashion and modernity are a model of oriental women. They all say that beauty is like jade. She is like a superior emerald. Therefore, Lin Zhiling's temperament and jadeite have natural commonality. The slogan "Ruyi Life and Love" is talked about by Lin Zhiling's doll sound, which will be able to convey the tone of our brand to the fullest! In competitive strategy, Lin Zhiling has endorsed the Chow Tai Sheng jewelry brand. In the minds of the public, the relationship between the two has been formed. If our brand is looking for Lin Zhiling to endorse, Volkswagen will inevitably think that it is the same well -known brand as Zhou Dasheng. By working hard, jumping into the camp of well -known brands in an instant. of course, if the celebrity endorses 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 problems. 5. Product strategy: mainly based on the low -emerald medium rogue materials, breaking the traditional traditions of emerald jewelry, such as Buddha statues, rings, bracelets, pendants, etc., design some small and stylish appearance of small accessories , Zodiac animal objects, desktop decorations, and fashion characters statues; at the same time, you can provide customized services according to the needs of customers. 6. Price strategy: within 100,000 yuan of high-end goods; within 50,000 yuan in mid-range goods; low-grade goods 5,000 yuan-2000,000 yuan. The price strategy determines that the raw materials of love Ruyi are not limited by high -end materials. In the jade market, it is well known that some old pits with good water heads are the most fragrant, but the supply is the most restricted. Once the supply is supply Disabled, the scale effect of the enterprise is limited. 7. Channel expansion: Chain franchise "Love • Ruyi" channel expansion completely adopts the chain franchise operation mode. The small and exquisite 20 square meters is the best. In the early days, it explores the profit model of a single store, and then expands a large scale to the country. Stores open business districts: the second business district of the city, supplemented by the first business district and the third business district, with convenient consumer purchase as the core. 8. Sales strategy: 020 Nature Link In designing chain franchise channel strategies, I found that when there are love franchise stores in various regions across the country, it will bring a dense sales network And Ruyi ’s online mall will directly allow consumers to order online. The sales performance of the online mall transaction will be the franchisee where the delivery address is located, that is, each physical store franchisee also has one at the same time that one can be available. The shared online store, this naturally cater to the Internet thinking and 020 model that just lived. This is really not deliberate, but naturally. 9. Brand communication: Mainly fashion activities, do not do hard advertising promotion In order to carry out low -cost marketing promotion, I designed a series of communication plans with online and offline interactive activities as the core. A. Dans your stylish accessories- "Love • Ruyi" Weibo Awards Activity form: "Love • Ruyi" Sina Enterprise Weibo and WeChat launching activities, invite netizens to wear I think the most exquisite jewelry, upload it to Weibo and WeChat, and then@自己 • Ruyi. We vote through Sina blogging and WeChat voting. Exquisite fashion emerald gift box. B. My charm is the master —— "Love • Ruyi" new product launch conference and jewelry contest awards activity form: hold a new product launch of "Love • Ruyi" to display the product in the form of a model show , To show the unique temperament of the product, invite the award -winning players who have won the award -winning player to wear their most stylish accessories display products, and give away the "love • Ruyi" gift installation and publish the name of the designer. C. Soft text help push -the whole media cooperates with strong publicity Our promotion system will use these mainstream websites as the position, while using all resources to spread the fire to more than 100 popularity such as cat flutter, Tianya, and other 100 popular popularities. Comprehensive community websites and SNS websites, the news hotspots of each stage are maximized. In order to ensure the effectiveness of network dissemination, the team will also use all opportunities to use them to use positive articles, case articles, and interviews with reporters. D. Find Ruyi Lovers —— "Love • Ruyi" brand spokesperson for selection activities Activity form: Submit voting on Weibo and WeChat, allowing consumers to choose the "love · Ruyi" image spokesperson The spokesperson must be couples or couples, and they must have a happy relationship or marriage. Finally, the highest voting star became the image spokesperson for specialty stores. of course, these development based on online activities must be promoted when the national chain franchise stores are opened to a certain amount. Is when this solution is submitted to the customer, the customer management presents present almost unanimously recognize our planning ideas, because the "love · Ruyi" strategy just breaks the disadvantages of slow investment in jewelry stores and joins. The Lord only needs to prepare 200,000 funds to have a physical store and online store. In this way, "love · Ruyi" investors can attract individual investors to join. Easy. The customer immediately responded to the rapid establishment of a professional team to start the transformation and operation of the enterprise. At present, the project has solved the mass production of emerald products, and the mini -store that explores the time limit is also under intense preparations ...
Good marketing planning can spread information accurate, unique, timely, effective, and economic to stimulate demand, guide consumption, promote sales, and develop markets, so that enterprises can obtain the greatest economic and social benefits. This time we deliberately selected two of the innovative marketing strategies to share with readers.
. Solding to create a new road
1), the extension of breakthrough thinking
This is a planning plan I provided by a jewelry company. Emerald product inventory, the company also hopes that I can design a strategic marketing model that can continue to develop for them.
The so -called inventory is a traditional emerald jewelry that is often processed to go to Myanmar, Yunnan and other places to make stones, and most of them are high -end products with only hundreds of thousands and millions of millions of dollars. Because the emerald market has been turbulent in recent years, the boss wants to fulfill these products, and then think about what to do next.
First of all, the emerald jewelry of the inventory triggered my thinking: because there is a problem with the corporate capital chain, is it urgent to sell the jadeite? Is it because the product is about to deteriorate, is it urgent to sell the products? Is it apparently not! Since it is not, what is the reason for us to eliminate inventory?
Before the start of the brain storm, I gave such two main thinking lines: 1. What situation is the situation? In the following, all high -end female customers like our emerald products? 2. How to promote the company's profit at the fastest speed? But there is still a mountain in front of us, which is more than a million inventory.
My thinking continues to deepen: We do so many sales activities, just to earn profits, do we realize the flow of corporate capital chain? So, is there a way to allow companies to hold jewelry for a long time and achieve realization At the same time as the high profit return, it also allows your favorite customers to have the ability to wear such a beautiful, valuable jade jewelry?
It set the following questions: how to make each one who has desire to high -end jewelry to desire to desire high -end jewelry Women, can all be as expected? Then, we have the logical thinking and creative brainstorming, but unfortunately, there is almost no breakthrough in the day, and all the thoughts of the birth cannot meet the problems I set.
I I can only repeat it, and to "escape emerald" through horizontal thinking, that is, let the thinking of all the staff of our projects escape from the concept of jadeite, and enter an unknown strange field.
The I arranged four employees this time, each of them reported any number, and then I arranged the four numbers of their respective numbers, and then found the corresponding conceptual vocabulary. The conceptual vocabulary is: rental house. From the first concepts of the first concept of the chaos, loneliness, loneliness, pornography, internet, work, cheap, etc., we gradually entered the second -level concept of taxis, house rental companies, and car rental companies. A concept "Lease", and then everyone was excited, and felt that the high -end of the jadeite was fully in line with the conditions of jewelry leasing. At the same time, the employees immediately found the video of the Hollywood love blockbuster "The Wind Moon Beauty" from the Internet. We Seeing the male protagonist rented a top necklace worthy of Liancheng from a jewelry dealer. This shows that in foreign countries, the jewelry leasing industry actually exists very early. This brings great confidence in our creativity.
In more than three hours of hard work, finally, a clear innovation clue surfaced -jewelry rental marketing strategy.
2) Can the emerald jewelry be leased?
Real estate rental, more than 80%of people across the country are renting houses, rented intermediaries and rental networks. Car rental, currently there are more than 2,000 car rental companies in China, with a market for more than 180,000 car rental cars, with a turnover of 18 billion yuan. Home appliance rental, various cities and towns are spreading home appliance rental stores, home appliance rental websites and second -hand home appliances are in full swing. Famous brand clothing rental. In 2004, the US brand -name bag rental company has risen. Members can rent brand bags such as Coach, Gucci, LV, and brand -name leasing stores and websites have set off a wave in Europe and the United States. Under the popular situation of the luxury market in the Western countries, many companies have launched high -end sports cars and high -end jewelry leasing business in the popular situation of the luxury market in the Western countries, making it a lot of money.
The lease of high -end emerald jewelry can meet the requirements we put forward before creativity:
1. Let more target customers know and like our products, so they do not need to pay expensive prices It takes such a large rational decision to buy products, and only requires a certain lease price to enjoy the glory brought by senior emerald jewelry.
2. The purpose of the company's wanting to clean up the inventory is to turn the funds for the turnover of funds to make enough funds to transform the enterprise, but now this new strategy has sold the high -end emerald inventory of the jewelry company to a large change to a lease change. This change brings the following benefits:
This can flow and earn profits without selling shipments; secondly, it is possible to encounter customers who have favorite accessories to pay for money. It will make the stocks of the stocks have more opportunities to appear directly with the target customers, and it also brings obvious benefits to the final sales and brand awareness of the product.
This is really a good thing! Then I immediately launched a whole set of strategic execution design around this idea.
First of all, a brand name with a stylish fan is creative for this strategy. What kind of brand name can achieve the following goals?
1. Make customers be clear at a glance that we are specialized in jewelry rental;
. It reflects the brand image of high -end, fashion, and internationalization;
3. The brand name is simple, easy to remember, and eloquent.
4), the operation strategy of emerald lease
brand name: PurCool Baoku (directly register the English logo, according to the transliteration as "Baoku") Baoku is harmonious with the treasure house, that is, the meaning of treasure and baby. At this time, the "Baoku" operation is no longer limited to emerald jewelry, and it can also increase other high -end jewelry such as diamonds, gold, gems and other high -end jewelry.
In order to highlight the high -end internationalization of the brand, we set up English name PurCool to "Baoku". Pur is the prefix of "Purple Purple". Purple is a color that women like very much. Purple represents the meaning of noble, romantic, and mysterious.
brand positioning: Global top jewelry leasing
through high -end positioning, implies that "PurCool "'s unique position in the fashion jewelry industry laid the foundation for later development.
Target crowd: high -end fashion crowd (such as performing arts stars, hosts, celebrities and celebrities, business world big names, etc.)
although this person does not lack money, but it is not necessary to buy any good jewelry, you must buy it if you see any good jewelry. Come back, if you can spend a small amount of money, you can let your expensive jewelry accompany yourself to attend some major social activities and bring glory to yourself. I believe that leasing will become the best choice for more ladies and ladies. In foreign countries, top jewelry leasing has become a fashion. In the Hollywood movie "Fengyue Beauty", there are wealthy wearing a wealthy jewelry to his girlfriend from the jewelery store for the leasing value of the famous jewelry shop because he will bring the girlfriend to a grand event. Essence
An advertising slogan: Luxury is close at hand
This slogan suggests that the target crowd is very close to yourself, and you can echo the target group. You no longer need to be so rational when buying. Essence
Base product strategy: Combined with the existing products of the jewelry company, the product line that can be expanded: diamond jewelry, gold jewelry, etc.; this jewelry company already has emerald and gold, which can join the diamond and gem business as the jewelry market; later You can also purchase jewelry such as diamonds and gems to enrich the leasing project.
Thenian alliance provides customers with one -stop high -end rental services. "Baoku" combined with other high -end leasing industries to provide customers with a dragon high -end leasing service such as yachts, villas, luxury cars, top branded clothing, and top clubs (such as Qiaojiangnan), and exhausted customers on the Internet.
Channel strategy: Each city only opens one store, mainly for customers to directly contact the role of brand and product; followed by the place where leasing and returning procedures are handled; then it is the role of brand communication.
In order to facilitate the booking and return of customers, we initially suggest that we can cooperate with local commercial banks and set up jewelry leasing and return procedures in the bank.
At the same time, you can also establish the world's top jewelry leasing website to fully display all products on the network to attract the target group. The website can also accept lease reservations and leasing procedures. Customers can use the online order to go to the nearby lease point nearby. Go for lease and return procedures.
This, a dense nationwide jewelry rental network was established here.
brand communication: Internet advertisement is mainly, and high -end fashion magazine advertisements are assisted.
In the power of celebrity endorsement, the lease of advanced jewelry as a fashion behavior is promoted. For women, her life can have endless high -end jewelry jewelry. For personal images, high -end jewelry can be accompanied by yourself at any time to increase itself for yourself.
brand value: immediately ranked among the top fashion circles, jumped out of the jewelry category, and became the top fashion darling.
The fashion circle in China has not been as active abroad. It mainly lacks fashionable planners and platforms for celebrities and celebrities. In terms of luxury, from the perspective of its industry attributes, companies also jumped from the original jewelry industry to the fashion industry and became one of the Chinese fashion industry.
The as a corporate business profit, the value of these jewelry itself is no longer important, because no matter what changes in the jade or jewelry market, the value of these jewelry itself has been increasing day by day, because this value -added is because it is getting increasingly increasing The more leased customers are provided, it is not a negative waiting industry to watch. Of course, if the jewelry industry is really optimistic, then the company's jewelry and jewelry will fully harvest the dual benefits.
It other values: If the customer group of Baoku starts to stabilize, then these customer resources itself is a wealth of the enterprise. Enterprises can promote the re -value -added of customer resources through a foreign alliance. The company, yacht, aircraft leasing company, etc. carry out horizontal cooperation, and share customer resources at the same time as a profit growth point.
is more important to add more opportunities for high -end female consumers to show more opportunities to show their charm. It is really obvious.
4), Planning postmoder
After the whole set of ideas is determined, when I have not completely meticulously formed as a PPT demonstration file, the customer gives me a high appreciation when chatting with me, and directly, and directly I want to go to Baoku's design logo and register trademarks as soon as possible.
The new jewelry marketing strategy that came out of horizontal thinking, which has been highly praised by corporate customers, and I have once again with a sense of accomplishment.
. The fashion transformation of traditional emerald jewelry
In 2013, a customer specializing in jadeite jewelry asked me to provide them with a strategic marketing planning plan. After visiting the jewelry market, I found that the jadeite jewelry It is a very traditional consumer market. The store retail has almost lost its role, and the private buying and selling in the circle of acquaintance friends is very successful. That is to say, when a person wants to buy high -end emerald jewelry, it will inevitably refer to the familiar circle of friends. There is sufficient trust in a relatively safe environment to form transactions.
It once again confirmed my discovery when communicating with the owner of the business. He said that he could create about 100 million yuan for the company in one year. Product sales.
The boss is very recognized for my judgment.
If the jade market continues, then the jadeite cannot be handled with diamonds and gold. Of course, we have no ability to design a set of tasting standards like diamonds for the jade market. This is the first in front of us. A big problem.
Is when strategic finding in the traditional logical thinking mode becomes difficult, I like to bring employees to innovate horizontally thinking and explore horizontally thinking. Since entering the emerald planning, our thinking is full of shadow of jadeite. I need A kind of escape from the emerald and enter a distant concept that has nothing to do with jadeite.
Prior to the start of the event, I have determined that the goal we are going to complete this time is to find a method of selling emeralds, not as rational as it is now. In order to show the objectivity of this activity, I found a set of numbers by rolling the dice, and then found a corresponding vocabulary through the order of the number of numbers: hair clip. The people who participated in the event divergent the Lenovo that the hair clip gave us. In the end, I extracted a concept "fashion" from more than 300 vocabulary concepts. The hairpin was a female daily hairdressing supplies. In the earlier era, women Using a hair clip is a fashionable move. Later, we simply crowned the fashion on the issue of we want to sell emeralds, and finally formed the complete concept of "fashion emerald".
In the break of logical thinking, my planning ideas have avoided the circle of traditional emerald sales. Now what I think is how to make very traditional products such as jadeite, which can be made into fashion characteristics and can be in Stores make products selling emotionally, because if this problem is not solved, then jadeite is always a pet in a small circle, and it will definitely not achieve a large consumer market.
The strategy thinking: Why can Tan's carpense be sold throughout China by a small comb?
The concept of "fashion emerald" created by horizontal thinking, my thinking starts our logical demonstration, I The logical starting point is started by Tan Carpenter, because Tan Carpenter has transformed a daily comb in rational and sensual.
It a comb, if you buy only a few yuan in the supermarket. So, why do people want to buy dozens of times to buy?
First of all, the comb has cultural meaning. In ancient my country, sending a comb has a private order for life. If you want to grow old with you, sending a combing representative will be entangled in the old age, which means to get out.
The second, the comb has a strong Chinese taste, which symbolizes Chinese culture to some extent.
Third, the comb has a health effect. Comb can clear the meridians, promote blood circulation, and improve the scalp and intracranial nutrition. It has the effect of health.
Fourth, there is a symbolic meaning of auspicious blessings. Wish good, smooth, rich, and developed.
Fifth, most of the comb are made of wood. Wood is a medium that can express culture and art. The woodcut art itself has high collection value and cultural value.
The small comb carries so many rich connotations. These are the solid foundation for Tan Carpenter to become the development of the brand. After conducting a series of brand packaging, we can take the chain monopoly mode on the road of rapid expansion.
The jadeite is higher in cultural connotation and value than comb, and also has the space for carving and processing. One of the biggest differences is that the price of the comb is packed in the day after tomorrow, but the emerald has a "aristocratic identity" and the value of collecting value -added; in addition, the jadeite also has a decorative value that the comb does not have. Combs can be given gifts, but those who receive combs can only be used at home. Emerald can be displayed to the outside world, so its carving value will be higher. It can be seen that emeralds are much higher than combs in terms of cultural value, aesthetic value, gift value, or collection value. As long as you find the right business model, there are reasons to surpass Tan Carpenter.
Based on this, we gave birth to a new marketing strategy of breaking the traditional emerald, and it also changed the original business model of this company:
. N suffered a point of "love" suffering, connecting "Ruyi", integrating "Love · Ruyi". Love is the greatest spiritual pursuit of human beings, and it is also the source of all fashion. When love is wishful, then it means that everything is wishful. Conversely, others are wishful, but love is unsatisfactory, which is actually equivalent to life unsatisfactory. It is more appropriate to use such a word with emotional colors as the brand name. At the same time, emeralds and jade are usually carved into a "wishfulness", which is a kind of jade that symbolizes auspiciousness.
2. Brand positioning: Fashion Emerald Art
is to close the theme of fashion: The design of the name is "Love" theme, and the love of men and women is close. Follow the current fashion gimmick. The name of this name has a strong transmission extension. Love is an eternal theme, and it is the most fashionable culture of men and women in urban urban. Regardless of movies, popular music, etc., all aspects cannot be separated from love themes. The emotions between men and women are always the hottest and most attractive topics of modern society.
The dissemination point: The name of the name is incorporated into the element of love, which makes it easier for us to find speculation points and gimmicks in spreading and promotion. It provides an excellent foundation for subsequent communication.
The connotation highlights the brand: "Love · Ruyi" expression is highly consistent with the cultural value transmitted by jadeite. People are pursuing love, and their yearning for love is Ruyi. Emerald represents the heart and a blessing of Ruyi. Its character is gentle and soft, and it is integrated with the name.
Fourth is to fashionable traditional emerald culture. In fact, it is also a creative development of consumer culture. For example, products. If our jadeite products are always as old as bracelets, Buddha statues, rings and pendants, then those who like emerald forever forever It is middle -aged and elderly people, but if the product can be fashionable, it can impress the young fashion clan.
3. Map: "Ruyi Life Love"
This echoing fashion products with the theme of love is a fully consistent inner needs and social performance of the target group, which can easily lead to resonance. The emotional connotation of the target group and spiritual product of the product.
4. Brand image: Fashionable and beautiful women
The brand image of "Love · Ruyi" must be consistent with the views, feelings, and tones spread by the name of the product and the slogan. The name and slogan all reflect a gentleness, softness and joy. We recommend inviting Taiwan's first beauty Lin Zhiling as a brand spokesperson.
Lin Zhiling's image and temperament are like water, smart, gentle, delicate and not losing everyone's ladylike, dazzling but not dazzling; the heart is clear but not frivolous, peaceful but not mediocre; In rest, enthusiasm and enthusiasm are hidden; in classical, fashion and modernity are a model of oriental women. They all say that beauty is like jade. She is like a superior emerald. Therefore, Lin Zhiling's temperament and jadeite have natural commonality. The slogan "Ruyi Life and Love" is talked about by Lin Zhiling's doll sound, which will be able to convey the tone of our brand to the fullest!
In competitive strategy, Lin Zhiling has endorsed the Chow Tai Sheng jewelry brand. In the minds of the public, the relationship between the two has been formed. If our brand is looking for Lin Zhiling to endorse, Volkswagen will inevitably think that it is the same well -known brand as Zhou Dasheng. By working hard, jumping into the camp of well -known brands in an instant.
of course, if the celebrity endorses 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 problems.
5. Product strategy: mainly based on the low -emerald medium rogue materials, breaking the traditional traditions of emerald jewelry, such as Buddha statues, rings, bracelets, pendants, etc., design some small and stylish appearance of small accessories , Zodiac animal objects, desktop decorations, and fashion characters statues; at the same time, you can provide customized services according to the needs of customers.
6. Price strategy: within 100,000 yuan of high-end goods; within 50,000 yuan in mid-range goods; low-grade goods 5,000 yuan-2000,000 yuan.
The price strategy determines that the raw materials of love Ruyi are not limited by high -end materials. In the jade market, it is well known that some old pits with good water heads are the most fragrant, but the supply is the most restricted. Once the supply is supply Disabled, the scale effect of the enterprise is limited.
7. Channel expansion: Chain franchise
"Love • Ruyi" channel expansion completely adopts the chain franchise operation mode. The small and exquisite 20 square meters is the best. In the early days, it explores the profit model of a single store, and then expands a large scale to the country. Stores open business districts: the second business district of the city, supplemented by the first business district and the third business district, with convenient consumer purchase as the core.
8. Sales strategy: 020 Nature Link
In designing chain franchise channel strategies, I found that when there are love franchise stores in various regions across the country, it will bring a dense sales network And Ruyi ’s online mall will directly allow consumers to order online. The sales performance of the online mall transaction will be the franchisee where the delivery address is located, that is, each physical store franchisee also has one at the same time that one can be available. The shared online store, this naturally cater to the Internet thinking and 020 model that just lived. This is really not deliberate, but naturally.
9. Brand communication: Mainly fashion activities, do not do hard advertising promotion
In order to carry out low -cost marketing promotion, I designed a series of communication plans with online and offline interactive activities as the core.
A. Dans your stylish accessories- "Love • Ruyi" Weibo Awards
Activity form: "Love • Ruyi" Sina Enterprise Weibo and WeChat launching activities, invite netizens to wear I think the most exquisite jewelry, upload it to Weibo and WeChat, and then@自己 • Ruyi. We vote through Sina blogging and WeChat voting. Exquisite fashion emerald gift box.
B. My charm is the master —— "Love • Ruyi" new product launch conference and jewelry contest awards
activity form: hold a new product launch of "Love • Ruyi" to display the product in the form of a model show , To show the unique temperament of the product, invite the award -winning players who have won the award -winning player to wear their most stylish accessories display products, and give away the "love • Ruyi" gift installation and publish the name of the designer.
C. Soft text help push -the whole media cooperates with strong publicity
Our promotion system will use these mainstream websites as the position, while using all resources to spread the fire to more than 100 popularity such as cat flutter, Tianya, and other 100 popular popularities. Comprehensive community websites and SNS websites, the news hotspots of each stage are maximized. In order to ensure the effectiveness of network dissemination, the team will also use all opportunities to use them to use positive articles, case articles, and interviews with reporters.
D. Find Ruyi Lovers —— "Love • Ruyi" brand spokesperson for selection activities
Activity form: Submit voting on Weibo and WeChat, allowing consumers to choose the "love · Ruyi" image spokesperson The spokesperson must be couples or couples, and they must have a happy relationship or marriage. Finally, the highest voting star became the image spokesperson for specialty stores.
of course, these development based on online activities must be promoted when the national chain franchise stores are opened to a certain amount.
Is when this solution is submitted to the customer, the customer management presents present almost unanimously recognize our planning ideas, because the "love · Ruyi" strategy just breaks the disadvantages of slow investment in jewelry stores and joins. The Lord only needs to prepare 200,000 funds to have a physical store and online store. In this way, "love · Ruyi" investors can attract individual investors to join. Easy. The customer immediately responded to the rapid establishment of a professional team to start the transformation and operation of the enterprise.
At present, the project has solved the mass production of emerald products, and the mini -store that explores the time limit is also under intense preparations ...