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Backgammon: 4S Terminal Interactive Marketing Strategy

[Source]: Alibaba [Author]: [Published]: 2006-8-13 0:41:14

Experiencing the fiery corrective marketing war in 2005, Backgammon sold millions of products in less than a year, and eventually became the absolute king of the juvenile corrective market with more than 90% of the market share. The absolute king. In today's Chinese market, where success and failure are the key to success, many marketing experts believe that the rapid popularity of Backgammon one year after its comeback to the market is only a movement of the 2005 entertainment marketing theme. However, the author believes that a single entertainment marketing does not create a tens of billions of dollars of market or even industry. Undoubtedly, in early 2005, it joined hands with Acorn International, the No.1 brand of Chinese TV direct marketing, which made Backgammon get the unique advantage of high altitude bombardment of TV commercials, signing He Jie with heavy money and sponsoring the Supergirl Tour, which made the brand of Backgammon enjoy a round of entertainment marketing feast. However, it is impossible to dominate an increasingly rational, nearly 10 billion yuan capacity corrective posture market and stay far ahead of the followers who also have the money and advertising channels if they only rely on advertising attacks.

Recently, according to the Beijing Evening News, Xinbao and other media reports, the Beijing Society of Rehabilitation Medicine will be December 2005 to December 2006, 30,000 primary and secondary school students in Beijing in batches to implement the scoliosis census, and five years of prevention and treatment tracking. The Beijing Society of Rehabilitation Medicine has also set up a spine sub-society for this purpose.

The incidence of scoliosis among primary and secondary school students in China is currently on the rise. However, scoliosis has not yet attracted much attention from families, schools, and society. The Beijing Rehabilitation Medicine Association pointed out in a recent report, myopia, scoliosis and psychological problems have constituted three major obstacles to the healthy development of adolescents and young people, and survey data show that these three problems are showing a worsening trend. At the same time, another survey report shows: China's universities and colleges in thousands of majors, 42% of the majors on myopia, hunchback, posture and other students to limit the application. This means that by bad sitting and walking posture caused by scoliosis, hunchback, myopia and other problems not only growth and development of obstacles, but also directly affect the future of the youth employment.

Experts from the Beijing Society of Rehabilitation Medicine point out that if you can establish a spinal health awareness, master some spinal health care knowledge, early detection, early treatment, and take effective technical precautions, the vast majority of scoliosis can be completely corrected and controlled. Driven by the huge market demand, it is not surprising that the youth health supplies, especially the postural products market is hot. According to the estimation of Wisdom Market Research Company, the capacity of China's postural market in 2006 will be as high as 10 billion yuan. At the end of the last century, the revival of the first brand of corrective posture products is one of the best explanations.

Millions of pieces sold a year, by what?

After the hot postural marketing war in 2005, Backgammon sold millions of products in less than a year, and eventually became the absolute king of the teenage postural market with more than 90% market share. In today's Chinese market, where success and failure are the key to success, many marketing experts believe that the rapid popularity of Backgammon one year after its comeback to the market is just a movement of the 2005 entertainment marketing theme. However, the author believes that a single entertainment marketing does not create a tens of billions of dollars of market or even industry. Undoubtedly, in early 2005, it joined hands with Acorn International, the No.1 brand of Chinese TV direct marketing, which made Backgammon get the unique advantage of high altitude bombardment of TV commercials, signing He Jie with heavy money and sponsoring the Supergirl Tour, which made the brand of Backgammon enjoy a round of entertainment marketing feast. However, it is not possible to dominate an increasingly rational, nearly 10 billion yuan capacity corrective posture market and stay far ahead of the followers who also have the money and advertising channels, if the company relies only on advertising attacks.

A company can not step into the same river twice, the rise of the end of the last century, just to verify the huge potential of the orthopedic market demand. 2005, when the back of the back again, the market is not the same as yesterday's market. Today's consumer market is more mature, and consumers have put forward higher requirements on brand positioning, technological innovation, customer service and other internal skills of enterprises. In the face of new market demand and marketing concepts, at the end of the last century in the market of the rapidly growing popularity of the back of the good in the end by what the resurgence? This time, will be a flash in the pan? After a recent visit to the Acorn International Backgammon Marketing Center, the reporter found that the terminal marketing strategy of Code 4S is the real bottom card for Backgammon to launch a lightning marketing offensive, lead the market, and then transform into a sustainable business.

Product is the tool, demand is the way

When it comes to 4S, we will naturally associate it with 4S sales and service stores in the automotive industry. The definition of 4S in the field of automotive sales terminals includes: 1) Sales, 2) Service, 3) Supporting parts, and 4) Information feedback. The 4S marketing strategy of Backgammon has selectively absorbed the user-centered marketing concept of automobile 4S sales and service, and innovatively put forward the 4S channel terminal management concept which is suitable for the characteristics of orthopedic products in the management of its own channel terminals.

As Backgammon mainly relies on channel terminals all over the world to spread its products in addition to the TV direct sales channel, the first S (sales) of its 4S strategy is to integrate three-dimensional sales terminals around the consumer brand touchpoints. For example, for the users and purchasers of postural products are teenagers and parents of the user segmentation characteristics, vigorously expand sales channels, stationery stores, bookstores, such as the stationing of associated terminals is sparing no effort, all to facilitate the user to buy products for the purpose. At the same time, the brand visual management of unified terminals is implemented to maximize the efficiency of brand awareness into brand value. In terms of service, BACKGA emphasizes value-added services to enhance the reputation of its products. Due to the special nature of posture products, customers who buy posture products never just need a tool to assist posture, but how to realize the goal of "straightening posture and shaping the future", customers need to know how to choose the most suitable posture products according to their own situation and let the function of this product be played reasonably, which maximizes the value of its use, and this is the best way to realize the value of its use. Maximum realization of its use value, which is to meet the needs of the customer's fundamental issues.

Interactive and precise second wave of sales force

In the user demand-driven market background, the value-added service card played by the back of the back is hidden in the red-hot brand promotion behind the real cards. On the basis of three-dimensional integration of channels and perfect after-sales service, Backgammon puts a lot of money quietly into the back-end research and development resources, relying on famous universities to set up special research centers to keep the products in the leading position in scientific and technological innovation; at the same time, Backgammon also plans to organize a team of research and development experts to provide users with postural-related health consulting information services, not only in the official website to provide experts to sit in the health advisory window, but also to invest in the construction of professional and perfect dealer consulting services. We have invested in the construction of a professional and perfect dealer consultant sales training system, as well as one-on-one customer relationship management for users, in order to achieve the goal: the most subtle user needs and market information can be transmitted from the end of the sales terminal nerve to the marketing headquarters and R & D center in a timely manner, timely adjustments to the marketing strategy and product strategy, and to truly achieve the needs of change, accurate interaction.

Reinforce the short board to cover the cork

2006, up to 10 billion of the orthopedic market will attract countless businessmen and follow the trend, the back of the good top management frankly although currently sitting in the market first chair, but in peace and mindful of the danger of the back of the good has been in the starting point of the strong brand awareness and again on the strength of the bottom of the card this time more than one emphasize the reputation and loyalty of the service card. In addition to the development of integrated marketing strategy for market segments, product serialization and R & D advantages of strengthening will be to ensure market leadership of the three core trump cards, and these will be carried out and reflected in the implementation of orthopedic products 4S terminal marketing strategy.

As we all know, the bottleneck of channel resource integration, brand, product development and service level is the four blocking tigers of the emerging market enterprises are difficult to sustainable operation, now back in the strong brand and depth of the R & D strategy on the basis of a comprehensive enhancement of the 4S terminal marketing strategy to enhance the channel resource integration and service, the intention is self-evident, that is, to make up for the shortcomings of the cap on the cork! --Not only to enhance the market entry threshold, but also to widen the distance between the leading rivals.

Even the most sophisticated marketing strategy will become obsolete or be copied by rivals sooner or later, and the leading positional correction market of BACKGA relies on not only the brand strategy of "fast, accurate, and ruthless", but also the innovative concept and management art of being one step ahead of the others. The senior management of the marketing center said that they welcome competition, *** with the larger market, but will never tolerate fake products and low-level duplication of competition to destroy the health and confidence of consumers. So, can Backgammon fulfill such a heavy responsibility: to develop the emerging posture market with huge potential into a standardized and mature industry? Let's wait and see.