What are the sales strategies that subvert common sense?

Tian Ji horse racing, from losing all three games to winning all three games, depends not on the strength of the horse, but on the effect

What are the sales strategies that subvert common sense?

Tian Ji horse racing, from losing all three games to winning all three games, depends not on the strength of the horse, but on the effect of the plan. This is typical playing cards without playing cards. Looking at the whole region, we should foster strengths and avoid weaknesses, and choose the best strategy to win by surprise. What about the sales strategy that subverts common sense? Come and have a look with me. I hope you will be satisfied. Thank you.

The sales strategy that subverts common sense is that all expensive goods are difficult to sell.

The best-selling series of nano-ion hair dryers produced by Matsushita Electric Co., Ltd. shows that not all expensive goods are difficult to sell, but the key is to see how you sell them. The sales volume of this series of hair dryers in March 20 10 reached 500,000, an increase of 20% over the previous year. Although its market sales price is as high as 1 10,000? 1.6 million yen, which is much higher than the price of ordinary hair dryers of about 3,000 yen, but it still can't stop the market selling momentum. If you want to know its best-selling secret, you can go to the underground commercial street next to Ikebukuro Station of Tokyo subway, and maybe you can find the answer. There is a beauty salon * * * beauty lounge opened by Matsushita Electric for female consumers.

As soon as you walk into this high-end cosmetics store, you can see a long list of 18 cosmetic compartments. Its biggest selling point is that customers can use all the cosmetics in the store and Panasonic's hair dryer for free for 300 yen. Matsushita Electric's nano-ion "nano-care" hair dryer can blow tiny water droplets into the hair, making it moist and keeping moisture.

According to people's common understanding, hair dryers are used to dry hair, but Panasonic's hair dryers are "the opposite", providing consumers with the function of maintaining hair. According to common sense, household appliances are usually sold in home e-commerce stores, but in home e-commerce stores, salespeople can only rely on the "three-inch golden tongue" to lobby repeatedly, and consumers cannot directly experience its unique functions. Therefore, Matsushita Electric opened a beauty salon in downtown, so that consumers can feel the unique charm of nano-ion hair dryers like high-end cosmetics.

The location of beauty salons is also very particular. I chose the underground commercial street near Ikebukuro Station of Tokyo Metro because it is the only way for female students from nearby Rikkyo University to go to school. There are many business buildings around, and there are also many female white-collar workers who come to work by subway. Since the salon opened in April 2009, more than 20,000 people have experienced it for free, of which 70% to 80% are young women in their twenties.

Beauty salons that carefully consider the flow rules of potential customers naturally attract the attention of many young women. In order to take full advantage of its popularity, Matsushita Electric has also produced many other related household appliances for customers to experience and use, so as to convey the value of its products, and the steam beauty instrument which also adopts nanotechnology is one of them. This is a product that sprays water vapor of fine ions on the face to promote facial blood circulation. The price is 10000? 30,000 yen, expensive, but last year's sales reached 500,000, an increase of 30% over the previous year. If this kind of beauty product is in the appliance store, female consumers can only try it after removing makeup, but in occasions like beauty salons, because they can make up again after use, they have won the hearts of countless women who love beauty.

There is a great correlation between the trial goods and the actual purchase behavior. According to Matsushita Electric's survey, about 15% trial users will eventually buy the corresponding products. Although beauty salons don't sell products, they will recommend nearby appliance stores to consumers who are interested in buying, so that they can buy satisfactory products at reasonable prices.

The function of this beauty salon is not only to improve the awareness of products that have been put on the market, but more importantly, to discover the real needs and uses of customers that cannot be understood in market research, so as to develop new products more pertinently.

For example, the hair clipper used by girls to arrange their hair styles was originally thought to be a personal haircut tool. In fact, many of them were used by friends to curl each other's hair, which surprised the manufacturers a little. Because I have visited single families before, I have not found this situation. Later, through observation, it was found that when someone curls their hair with a perm scissors, it is easy for their hands to touch the switch to adjust the temperature, and the temperature often changes unconsciously. That is to say, there will be no problem if a person uses it himself, but if friends curl their hair with each other, the temperature control switch should be harder. Therefore, Matsushita Electric decided to improve the temperature control switch when developing new perm scissors products. So is the steam beauty salon. Originally, it was designed according to the specifications of 15 minutes per day for home use, but in the customer experience of beauty salons, it was found that many people would use it for a longer time. If it exceeds the design standard and is used for a long time, steam injection may be abnormal. Therefore, Matsushita Electric decided to improve the new model and expand the steam outlet.

In this way, Matsushita Electric Co., Ltd. adopts the method of not sticking to common sense to tap the hidden demand of consumers, and embodies this hidden demand in the next new product, so that its household appliances are always welcomed by consumers in the market.

The sales strategy of subverting common sense II. Unexpected places contain business opportunities.

American leisure fashion company forver2 1 opened new stores in unexpected places through careful analysis of customer behavior patterns, and its success is also remarkable.

"Why is it always in H &；; Open a new store near m? " Seeing that forever2 1 opened three new stores in Tokyo in one year, curious people may ask. Yes, forever2 1 always chooses to work with H& in Sweden, if you are concerned. Open a shop near m branch. H & ampm is forever2 1' s biggest competitor, and the main products of both companies are low-cost leisure fashion for young people. In order to keep up with the fashion trend, the turnover period of new products is very short. According to common sense, since we have the same customer base, we should try to avoid competitors, but forever2 1 is biting H &；; M, H & where M drives the store, forever2 1 will follow. Why? Tang Chang * * * Tang Chang * *, forever2 1 CEO, explained: Indeed, our company and H&; M is a competitor, but the stores of the two companies are close, which can produce agglomeration effect and attract more customers. When opening a big store, the two companies will communicate in advance and try to open branches in similar places.

Moreover, forever2 1 will carefully simulate the customer's walking route in advance when choosing the location of the branch. For example, Ginza Branch, 20 10, which opened in April, is located at Ginza Station of Tokyo Metro, H&; The midpoint between M branches is located on the east side of Ginza Central Avenue. In this way, take the subway to H &；; M Shopping customers will have the possibility of passing through forever2 1 branch twice. The location of the Shinjuku branch, which opened in May 20 10, was also painstaking. Walk from the south exit of JR Shinjuku Station with many pedestrians to H &；; M, you can definitely see forever2 1 on the road, which is on the same side of the road as Ginza Store.

It is the genius of forever2 1 to find a point of convergence that is conducive to its own development in the competitive relationship.

The sales strategy of subverting common sense III. The superposition effect of "joint sales"

"I never agree with the statement that consumers are missing. As long as you carefully collect and analyze the data, you will definitely find a suitable sales method. " Komatsu Satoshi, senior manager in charge of supermarket sales strategy of Japan Coca-Cola Company, said confidently.

In order to collect market data, Coca-Cola Japan Company used an information analysis tool called "Sonar". This information analysis tool has been promoted by Coca-Cola Company in the global market, and was launched by Coca-Cola Company of Japan in 2008. It takes hundreds of people as survey samples, and asks respondents to leave detailed records of drinks they bought, such as when, through what channels, for what purpose, and what drinks they bought. This kind of investigation makes consumers' buying behavior clearly present. The company will analyze this kind of data and consider what kind of promotion measures should be taken according to the analysis results to obtain the maximum sales.

A recent survey made the Japanese Coca-Cola Company know that people drink more Coca-Cola when they eat than when they study or play. As a result, the company immediately changed its original sales strategy and put Coca-Cola drinks in a food store with high consumption possibility. For example, frozen pizza, fried chicken and other restaurants that are highly related to Coca-Cola set up special shelves for drinks to place Coca-Cola, which is convenient for customers to buy.

In addition, Coca-Cola Japan has also strengthened its cooperative relationship with flour producers. For example, Japanese pancakes and baked octopus bags are probably eaten with Coca-Cola. Japan Coca-Cola Company took the initiative to contact flour manufacturers and set up counters in major supermarkets across the country to sell Coca-Cola and pancake powder together. This combination can promote the sales of products, so flour producers are willing to accept it; As for supermarkets, they will actively cooperate, because it will bring marketing of food ingredients such as ketchup, mayonnaise and laver. At present, Japan Coca-Cola Company cooperates with Nissin Milling Company, and the number of products promoted by * * * has accounted for 265,438+0% of the total sales.

"People prefer to munch on Japanese pancakes while drinking Coca-Cola"-Japan Coca-Cola Company grasped the turn of market demand through careful data analysis, subverted the common sense that drinks are only sold in places where they are available, and achieved a substantial increase in sales.

The sales strategy of subverting common sense 4. Deliberately set restrictions to arouse customers' desire for consumption.

Traditional online merchants always regard "exposure" in search engines and "convenience" in selling goods in web pages as easy as possible for customers to see at a glance as two major competitive factors. In order to attract as many customers as possible to visit their websites and sell the most goods, online merchants must work hard on "exposure" and "convenience".

However, now more and more online stores are beginning to subvert this common sense. You can't see its products on the search website; Even on its website, if you just want to browse, you have no way to know what kind of goods it is selling; Even if you become its customer, your purchase behavior will be restricted. This model is replaced by the next fashionable saying, that is, "people who refuse to play soy sauce."

In March, 2009, GIFT Company, an American online merchant, opened in Japan. It is a typical online enterprise, setting various thresholds * * * customers' desire for consumption, thus bringing about sustained growth in sales.

You can't know what GILT's website, which has millions of members in America, is doing in * * * *. Fill in all kinds of information, set your own user name and password, and finally become one of them. When you enter the store, you can see that GIFT deals in various brands of goods, but these goods are only valid for 54 hours after they are put on the shelves, and they must be taken off the shelves at that time. Visitors must decide whether to buy within this period. Moreover, members have only 10 minutes to put the goods they want to buy into the "shopping basket". If it exceeds 10 minutes, the goods in the "shopping basket" will be forcibly put back on the shelf. The website doesn't show the stock quantity, so you can't know when the goods will be sold out.

All these restrictive measures "violate" the usual online marketing rules. Can such a business practice bring a brisk sales? In fact, the sales growth of gift group in recent years is extremely amazing. In 2007, the sales of enterprises were only 1 100 million yen, which soared to 2.5 billion yen in 2008, increased to1700 million yen in 2009, and exceeded 40 billion yen in 20 10.

The online sales model of gift group is called "limited time snapping up" and is being applied by more and more online merchants. This online sales model has achieved a win-win effect for brand product manufacturers, consumers and online merchants.

For brand product manufacturers, product backlog is their biggest worry. Unlimited selling will damage the brand image. However, it is easy to damage the goods by means of special sale and direct sales, and it is also necessary to pay the venue fee and manpower fee. These disadvantages can be avoided in the membership-based "limited time snapping up" website. For consumers, the biggest advantage is that they can buy their favorite famous products at inexpensive prices without leaving home, while various restrictions such as membership system and limited time snapping up satisfy consumers' desire to buy and sense of honor: "Only now, only I can buy them." For online merchants, because of the restrictions on the sales of their own members, they can get goods from product manufacturers who are worried about the loss of brand value at a lower price, and their unique business methods also save advertising expenses.

AOS Technology Company of Japan, which runs the website "Chao Yipin", is also an enterprise that deliberately sets "restrictions" on consumption. "I was really surprised when I learned that I could actually sell 65,438+0,000 weighing scales a day." The president of this company, Takashi Sasaki, recalled the sales performance of a certain day and was filled with emotion.

Compared with some online merchants who "snap up in a limited time", the restrictions of "Chao Yipin" website are even more strange. This website only sells one product a day, and the sales time is 24 hours. Every day, a new product is replaced, and the sales price is only 6? 70%, the discount on outdated home appliances is even greater. Because the price guarantee of the goods sold is the lowest in the market, netizens also save the time to check the price on the "price comparison website" first. Many netizens have developed the habit of visiting "Chaoyipin" every day to see if there are any products they need. If yes, press the "Buy" button. Only one kind of goods is sold every day, which saves the time and energy of customers' selection to the maximum extent, makes their consumption behavior appear more crisp, and there are more and more similar online merchants.