In the 1960s, the core of competition in the physical industry lay in technology. As time flies, the physical industry has developed to this day, and its competitive core has undergone earth-shaking changes. Nowadays, the core of competition in the home textile industry lies in corporate culture, among which the marketing model is an indispensable and important component of corporate culture! At the brand's autumn and winter new product launch event held by Wenersi Home Textiles on the 22nd, Mr. Liao Baohui, the vice president of marketing at Wenersi Home Textiles, delivered a wonderful speech on the theme of "Precision Marketing" to the franchisees present. How should Wenersi home Textile franchisees market under the current situation of the home textile industry? How to do precise marketing well? That's all!
I. The Concept of Precision Marketing:
Precision marketing mainly consists of two parts: one is precision, and the other is marketing. What is precision? Mr. Liao pointed out: Precision means conveying the correct information, products and services to the right people. For home textile brick-and-mortar stores, the right people refer to the most important target customers of the home textile store!
Ii. The Precise Positioning of Wenersi Home Textiles:
The positioning of a brand is influenced by a variety of variable factors. Geographical location, demographic characteristics, usage behavior, product factors, and consumption concepts all affect the brand's positioning. Take the Wenersi brand as an example. Driven by factors such as its own brand operation costs, price and quality, target audience, and national policy reforms, Wenersi Home Textiles has precisely positioned its brand's market in the vast third and fourth-tier domestic markets!
Iii. Precise Selection of Stores:
Under the premise of clearly defining the precise positioning of the brand, the precise selection of the location for home textile franchise stores becomes just around the corner. It is quite suitable for Wenersi Home Textile stores to be located at Class I and Class II docks in third and fourth-tier markets, as well as on a street where home textiles are concentrated.
Iv. Precise Management of Customers:
For the operation of every home textile store, maintaining old customers well is of vital importance. How to maintain old customers well? Mr. Liao gave a detailed explanation from several major aspects including products, services and family affection. In terms of products, establish information channels for customers to be informed in a timely manner. When there are new products, new activities or changes in product prices, notify customers promptly through wechat, text messages and other means. In terms of service, we offer distinctive and considerate services to our old customers. We rely on membership systems, point systems and other means to make them realize that they are valued by the store. In terms of family affection, regularly send text messages to old customers to greet and express gratitude, seek their opinions on the products, and express appreciation for their support and suggestions. On the customer's birthday, send birthday cards, birthday product discounts, etc.
V. Precise Promotion of Marketing Methods:
Innovation is the core of successful precision marketing. In marketing promotion, innovation is equally indispensable. Against the backdrop of the information age, it is crucial to conduct marketing through means such as Weibo, wechat, and mobile apps!
Vi. Precise Ordering of New Products:
Precise ordering at the new product order fair, which is held only twice a year, is the key to the annual sales. It is necessary to ensure the accuracy of the order categories and quantities. Franchisees can achieve precise and accurate new product ordering based on their own market conditions and with the guidance and assistance of the company's sales staff!
