What do you know about the importance of consumer behavior analysis through case analysis?

Case: Shanshan Group's view on the consumer market

In fact, any enterprise's view of the consumer market will be reflected in their market and marketing behavior. Shanshan Group, formerly known as Ningbo Port Garment General Factory, has developed from a little-known factory into a well-known garment enterprise in China. Shanshan's experience is unusual, among which Shanshan's views on the consumer market and Shanshan's specific practices are particularly worth our consideration. After a period of brilliant development, the pace of Shanshan's progress is gradually slowing down, and the reasons here are also worth pondering.

First, the beginning of Shanshan

In the mid-1980s, with China's reform and opening up, suit fever arose all over the country, and some industrial and mining enterprises even appeared the phenomenon of suits and ties, so suit factories blossomed everywhere. Yungang garment factory was established under this background. Soon, due to the changes in the international and domestic political climate, the newly emerging suit fever quickly ebbed. At that time, it was thought that the consumption level of Chinese people was not high, the habit of wearing Chinese tunic suit was difficult to change, and the market prospect of suits would not be too bright. "Is there a future for China's suit market? Will Yungang Garment Factory continue to operate? " With this problem, Zheng Yonggang, president of Shanshan Group and then director of Yonggang Garment Factory, made a lot of market research from Shenzhen to Harbin. From the survey, it is found that in the vast Shanghai, in several major department stores, the sales of suits are less than one or two per month, which is really miserable! "Is it normal or abnormal for the suit market to be so depressed?" Zheng Yonggang was thinking hard on the train on business trip. Suddenly, a young man in a light gray suit appeared in front of him, looking so chic and comfortable in a crisp suit. Zheng Yonggang walked over like a devil, staring at the suit he was wearing. Really extraordinary: new style, new technology, thin fabric, soft and light, really chic to wear on the body! This young man, too, feels different. Ask carefully, the young man does not deny buying an imported old suit. These imported old suits are banned by the state, but they are always banned. People always risk getting infected with viruses to buy and wear them. This reflects people's psychology: the pursuit of chic and beauty. Indeed, a suit is a popular international dress, and people in many countries wear it. "The key is high quality and high brand. As long as there is this high word, why don't people wear it? " Zheng Yonggang was suddenly enlightened. "yes! In order to make high-grade brand suits and create our own famous brands, Yungang Garment Factory introduced high-grade equipment and once processed famous brands-Apple brand for foreign businessmen. That's someone else's brand. Foreigners buy the apple brand produced by our factory, put it on and sell it back to our country to earn our money. Why don't we produce our own brand-name products? " Zheng Yonggang is as excited as a writer who captures inspiration. What brand? He thought of several tall and straight Chinese fir trees planted by the former county magistrate himself in the factory, hoping that Yungang Factory would be as evergreen as these Chinese fir trees. Don't majestic tall and straight fir trees, which are evergreen all the year round, represent elegant and chic suits? Yes, it's called Shanshan

Zheng Yonggang returned to Yungang Garment Factory and began to produce high-quality suits.

We produced a high-quality Shanshan brand suit, but in the end it was appraised in the market and tested by the market-whether it was welcomed by consumers.

In the Shanghai market, Zheng Yonggang invited the owners of several large department stores to listen to their opinions on suit sales, and talked about his plan to establish China's own famous brand. Hearing this, the bosses said happily, "As long as it is a high-quality suit made by ourselves, we are happy to sell it to you!" With the support of dealers, Zheng Yonggang has strengthened its confidence in building its own brand. As soon as Shanshan's suit came out, he borrowed 60,000 yuan, and made an image advertisement of "Shanshan's suit, don't be too chic" through TV and newspapers in Shanghai, making Shanshan brand a household name in Shanghai. This move caused a sensation in Shanghai. As a result, a rare scene of queuing to buy Shanshan suits has gradually appeared in Shanghai. There is a "fir whirlwind" blowing in Shanghai.

Second, splendid Chinese fir

The golden age of Shanshan has arrived. Customers come to order every day in an endless stream, and there are long queues of vehicles waiting for delivery. At this time, the call of the superiors and the voice of the workers in the factory were "to expand the production scale quickly, organize external processing and make big money". Zheng Yonggang unexpectedly put forward the unique business philosophy of "controlling the production scale and rapidly compressing the sales points in Shihai market". He reduced the existing 16 sales points in Shanghai to 10, and at the same time only supplied the big stores and famous shops all over the country, not the stores below the middle level, county department stores and self-employed, even several big stores in this city and county were no exception. Zheng Yonggang said: "We don't want to expand the external processing business to make big money now, but to reduce the external processing business, concentrate on improving product quality, create famous brands, and let Shanshan's brand really start!" He also stressed: "Looking at the domestic and international markets, products that win with a temporary high volume will inevitably fall from the peak soon. Although our products have been upgraded, there is still a gap compared with the western level. Just taking the opportunity to make big money is a short-term behavior of small-scale peasant economy. What we want is a permanent market. Now the domestic suit market calls for famous brands, and it is necessary to build real famous brands to have long-term vitality and long-term economic benefits. " At the same time, Shanshan put forward the business philosophy of famous brands entering famous stores. When he asked the supply and marketing personnel to develop sales channels, they must go to big department stores, set up exhibition halls and set up counters, not to small and medium-sized department stores and clothing stores, not to county-level department stores, and especially not to individual vendors.

Shanshan also told the shopping mall that in the distribution of Shanshan suits, if quality defects are found, they will be returned immediately and replaced with new products with up-to-standard quality, and the price shall not be reduced on the spot. This is related to the reputation of Shanshan. If there are any quality problems, the factory is responsible, not the dealer. In this way, dealers are more bold and assured, and Shanshan brand is unique in the fierce market competition.

After seven years of development, Shanshan Group has made remarkable achievements. By the end of 1996, the total assets of the group reached130.3 billion yuan, the owners' equity was 400 million yuan, the sales revenue 1995 was 850 million yuan, and the sales revenue 1996 was 144 million yuan. Shanshan suit was rated as the first choice of 1995 domestic products by China Consumers Association. For four consecutive years, it was rated as the best-selling domestic product "Golden Bridge Award" by the Ministry of Internal Trade, ranking first in the suit category; Shanshan brand series clothing was recognized by the Ministry of Internal Trade as 1995 brand-name products recognized by the national clothing market. 199565438+February, in the national rankings of "ideal brand", "actually purchased brand" and "preferred shopping brand", Shanshan suit won three firsts last year and swept three firsts that year; Shanshan Group Company was rated as one of the eight major garment industries in China by China Textile Federation and China Garment Industry Corporation 1996. Shanshan Co., Ltd. officially issued shares on 1996 1 and listed on the Shanghai Stock Exchange, becoming the first listed company in China's clothing industry, which marked that Shanshan embarked on the road of capital socialization, thus laying the foundation for Shanshan Group to develop into a modern and international large-scale industrial group.

Third, Shanshan's views and practices on the market.

The market is the soil for the survival and development of enterprises and the "frontier position" for product competition. How to make enterprise products take the initiative in market competition, maintain their advantages, and obtain high enough market share and coverage is one of the most basic goals of modern enterprise marketing.

In the market development and operation, Shanshan adheres to the principle of walking on two legs, and on the basis of consolidating the domestic market, Shanshan goes abroad and rushes to the world. In addition, Shanshan continues to set up monopoly halls and 200 Shanshan monopoly chain stores in large shopping malls in major cities across the country, while gradually expanding market branches and expanding management functions. Establish a national market information center by using modern information means and tools. Gradually realize the computer information networking between the branch and the head office, establish a computer information management model, and develop branches in Hong Kong, South Korea, Japan, the United States, Canada, New Zealand and Europe, so that Shanshan suits can spread all over the world and occupy a place in the international market.

When the market is gradually mature and stable, the sales team of Shanshan is growing and the quality is improving day by day. Shanshan keenly seized the opportunity and chose the way to set up a market company. The marketing company is not the original creation of Shanshan, but this model is indeed a major change of Shanshan's traditional marketing method. Finally, the "one size fits all" model of sales channels such as enterprises and shopping malls in the planned economy era was shattered. The ultimate customer of enterprise products is consumers, not sales channels, and sales channels are only an intermediate link in product circulation. If the demand for brands and the process, design and cultural connotation that permeate them only stay between enterprises and merchants, then the market space of enterprises will become very narrow. In this case, Shanshan wisely chose the mode of market company, and directly incorporated the sales links including brand promotion, market management and information feedback into the enterprise organization in the way of market "internalization", so as to realize all the investment and profit return of brand occupation in one company at the same time.

The close combination of advertising and marketing is a major feature of Shanshan marketing. As early as seven years ago, people's understanding of advertising was far less than today. Shanshan people used advertising as a magic weapon with keen eyes. For more than seven years, Shanshan has always regarded advertising as an important decision of the enterprise, and carried out all-round advertising with advanced consciousness, effective organization, high investment and brand-new means. Shanshan has its own advertising company, high-tech cutting-edge facilities and excellent advertising talents in advertising, offering suggestions for enterprises to participate in market competition. Seven years ago, Shanshan boldly entered the Shanghai beach. The company borrowed 60,000 yuan to advertise and carry out all-round three-dimensional publicity, which made Shanshan suit an instant hit in Shanghai. This is a powerful proof of Shanshan people's advanced consciousness and great courage in advertising. In the case that Shanshan suits are rated as the four major brands of suits in China, and the top ten clothing brands and markets have been in short supply, Shanshan still insists on spending tens of millions of yuan on advertising every year, especially when suits are hot in spring and autumn, so that the brand image can be firmly established in consumers' minds. Tens of millions of advertising fees have given Shanshan some leeway in choosing media and means. Shanshan adopted a large, wide, new and strange advertising strategy, that is, large scale, wide scope, new content and strange methods, which eliminated the primary advertisement of product description in form; In terms of content, it is necessary to enter an all-round creative stage, closely combine product promotion with corporate image promotion, emphasize noble and elegant brand temperament, and gradually change to high-level advertising that reflects corporate spirit and corporate culture.

Fourthly, Shanshan Group introduced integrated circuits.

From 1989, Shanshan established a suit brand and took the road of famous brand strategy. Until 1993, the annual sales of Shanshan suits reached 245 million yuan. In five years, Shanshan has built a well-known brand of China suits, and the development of enterprises and brands has reached a relative peak. At the same time, how can enterprises and brands be promoted to a higher level, what model should enterprises develop according to, and how can they gain new impetus, so as to re-start from this relative peak period, obtain rapid and stable development and win future success? The decision-making level of Shanshan is looking for such motivation and breakthrough point, and paying attention to the crisis and opportunity in the competition.

At the same time, through market research, it is found that although Shanshan's brand image has been initially established in the national market, it is still not consolidated. Especially in North China and Northeast China, the influence and expansion are not strong enough. According to the survey data of Beijing market:

1 above. 40% people know about Shanshan suits, and most of them get information from advertisements, that is, mass media. This shows the effect of Shanshan's advertising investment in this area, and also shows the lack of personal information transmission.

2. Respondents are generally vague about other concepts of Shanshan clothing, and even many people think that its origin is Shanghai or Taiwan Province Province.

3. I know little about Shanshan's corporate logo and business philosophy.

4. Less than 5% of customers have purchased or clearly expressed their intention to buy.

5. Preliminary conclusion: At present, in the public impression, "Shanshan" is just a suit brand, not a full group concept, lacking a distinctive image and taste, so it has no strong appeal and has not yet formed public preference or brand buying psychology.

From the perspective of competitive brands, Pierre Cardin and other foreign countries have rich management experience, and they are in a leading position in both advertising planning and image building, and have seized a large share in the China market. However, the marketing strategies and means of some domestic brands in market competition are still at a low level such as price competition.

In addition, judging from the development status of the clothing industry, China is the largest country in clothing production in the world, but its products are always at a low price in the international market; At the same time, countless foreign brands compete to carve up the Chinese mainland market, and many domestic garment enterprises are on the verge of bankruptcy. Therefore, Shanshan should highlight the overall image in advertising and public relations strategies, highlight the cultural heritage of the enterprise itself, and make the enterprise personality, brand personality and product personality unified, sublimated and widely known. Shanshan cooperated with Aiken Image Planning Company of Taiwan Province Province to introduce CI (Corporate Image) into Shanshan Group. After careful study and discussion, Shanshan has established her own enterprise spirit, brand purpose and trademark symbol. Shanshan's entrepreneurial spirit is: go into the sea immediately and challenge the future; Brand tenet is "Dedicate your love and be chic in the world"; Redesigned the trademark logo and trademark color. Since then, Shanshan has carried out a series of themed activities, such as literary evenings, poster publicity, thousands of signatures, etc., all of which chose environmental protection as the theme. At the same time, in order to help establish the corporate image, Shanshan redesigned the appearance and internal layout of specialty stores and monopoly counters. Television, newspaper advertisements, light boxes and neon lights all over the country have been replaced with unified brand-new Chinese fir signs and entrepreneurial language. It can be said that Shanshan has invested a lot of energy in establishing corporate image.

Fifth, the structural adjustment strategy of Shanshan

Since 1994 Shanshan held the first development strategy seminar, the development of Shanshan Group has entered a brand-new historical stage, announcing the completion of Shanshan's historical mission of building a famous brand of China suits. The historical end of Shanshan as a single clothing enterprise marks the beginning of Shanshan's era of building an international high-end brand. At the same time, the company has formulated the second five-year plan for the development of Shanshan and the grand blueprint for the development of Shanshan in 2 1 century. In particular, it puts forward two trans-century projects to adjust the industrial structure and talent structure, and strives to build Shanshan Group into a modern and international large-scale enterprise group at the beginning of the next century, and step into the ranks of world-famous multinational enterprise groups in 2 1 century. To this end, Shanshan has formulated the following structural adjustment strategies.

Based on the clothing industry, we will develop high-tech industries and complete the major adjustment of industrial structure. Shanshan believes that in today's world, famous multinational groups such as GM in the United States, Toyota and Panasonic in Japan, Siemens and Mercedes-Benz in Germany all rely on strong scientific and technological strength to develop high-tech industries and participate in fierce international market competition. Judging from the development trend of the world economy, high-tech industry will be the leading industry in the next century. At present, the political situation with the theme of peace and development provides a good environment for China's economic development. Whoever seizes the opportunity will take the initiative. Therefore, Shanshan Group firmly grasped the extremely favorable development opportunity at present and put forward a major decision to adjust the industrial structure, mainly including the following two aspects.

1. Continue to develop basic industries and strive for international high-end clothing brands.

Shanshan suit and its series of clothes are the foundation of Shanshan's career. After decades of struggle, Shanshan suit has basically established its position as the first well-known suit brand in China. The next goal of Shanshan suit is to become an international high-end clothing brand and build an internationally renowned brand. At present, the starting point of design is synchronized with developed countries such as Italy and France, with an annual output of 654.38 million sets of fine suits put into production, and a group of senior technicians who used to produce Pierre Cardin suits are hired for management. In addition, the technical transformation and expansion projects of fashion companies mainly producing high-grade leisure suit, professional women's wear and trousers popular in the world have also been completed. Shanshan shirt company and cashmere company with an annual output of 1 10,000 shirts have been established and put into production; The products of Shanshan clothing development company and children's clothing company have entered the market in large quantities, and the serialized products of Shanshan have been further improved. At the same time, the established Shanshan Design Headquarters will become the enterprise's own clothing design research and development base, add fashion and cultural connotation to Shanshan clothing design, and become the publisher of domestic and even world fashion trends.

In business management, Shanshan Group has completely surpassed the simple understanding and practice of traditional enterprises in market concept and marketing system, and established a set of modern business management mode that conforms to the laws of market economy. At present, Shanshan has set up 265,438+0 marketing branches in major cities across the country, and its sales team has been expanding. The function of each marketing branch has gradually evolved from single sales to managing the market, analyzing and forecasting the market, and strengthening the internal management of the branch. In the form of product sales, Shanshan introduced the marketing methods of well-known foreign brands and established and developed many Shanshan specialty stores. At present, the company has opened more than 80 monopoly chain stores in major and medium-sized cities across the country. Through unified CI planning and design, these stores can not only display Shanshan's first-class brand image, but also compete with some famous foreign clothing stores, laying a solid foundation for Shanshan to become an international famous brand.

2. Develop high-tech industries and establish an "aircraft carrier" industrial group.

Shanshan believes that none of the large enterprise groups with annual global sales exceeding10 billion dollars is mainly engaged in clothing. Clothing industry, as a labor-intensive industry, has a small proportion in the national economy and has little benefit and comprehensive impact. In today's world where science and technology are changing with each passing day, the status and importance of high-tech industries have attracted more and more attention from global entrepreneurs. Whoever develops high-tech industry earliest and most successfully in China will occupy an important position in the national economic stage in 2 1 century. Therefore, Shanshan Group must adjust its industrial structure and develop high-tech industries to lay a solid foundation for the smooth realization of the second five-year plan and the future development goals of Shanshan Group.

To this end, Shanshan Group has set up an investment development department and an international business department, whose main functions are to implement industrial restructuring and introduce talents with rich industrial knowledge, knowledge of English, Japanese and other languages and rich experience in international business negotiations. At present, the company is vigorously strengthening cooperation with institutions of higher learning and scientific research units, taking advantage of Shanshan's capital, introducing first-class scientific research achievements and first-class technology, and developing high-tech industries in various forms and channels, such as absorbing some potential high-tech industries in China through mergers and acquisitions, using Shanshan Group's market management consciousness and developing high-tech products with market orientation. At the same time, through this way, we can capture the latest foreign scientific and technological information, strengthen joint ventures and cooperation with foreign consortia, and make use of their respective advantages to focus on developing high-tech industries that can fill domestic gaps and have good market prospects. At present, two cooperation projects between Shanshan and Japan have been basically negotiated with a large-scale medical high-tech project in South Korea and Spain. While actively seeking and developing high-tech industries, the company will gradually use the existing foundation to establish and improve the sensitive information feedback mechanism, purchase modern information processing equipment, and actively strive to connect with national, provincial and municipal information centers and information systems of scientific research institutes at home and abroad to form a highly sensitive information network. At the same time, concentrate on introducing and training a group of qualified experts who master high technology, especially a group of high-tech entrepreneurs who know technology, are good at management and dare to innovate.

In addition, Shanshan invested in basic industries such as electric power and transportation, and used the advantages of Ningbo Oriental Port to develop import and export, storage and transportation, containers and other industries, so that Shanshan Group gradually developed into a modern large-scale enterprise group led by high technology and based on clothing industry, which made Shanshan Group's industrial structure more reasonable and finally made Shanshan Group enter the ranks of world-famous multinational groups.

Think about a problem

1. The enterprise hasn't opened the market yet. Is it necessary to borrow money for advertising?

2. What are the advantages and disadvantages of marketing activities such as marketing promotion and advertising planning in the form of setting up marketing companies by enterprises themselves?

3. How to build consumers' brand loyalty?

4. Is the prospect of clothing enterprises bleak? Is it necessary for Shanshan to turn to high-tech industries?